Enhanced Flexibility & Storytelling to Celebrate the American Experience

Telling Ford’s Story with Content Optimization

Ford’s Theatre is more than just a theatre, it’s a campus that also includes a museum, a historical institution, and an educational centre. Ford’s wanted all facets of their organizations to be represented online. We provided guidance on how to build and segment their content structure to accurately tell their story.

We created an easier way for visitors to explore all of their offerings including showings, museum visits, and learning programs. By segmenting content into 6 menus, users are encouraged to further explore the site as they visit different sections. With breadcrumbs they can easily keep track of where they are and avoid being overwhelmed by the vast content.

Migrating to WordPress CMS

Ford’s previous CMS was difficult to use, time-consuming to maintain, and required external support for even basic updates. We migrated the site to WordPress and developed over 40 custom blocks, giving their team full control to build and update content with ease.

The new CMS also improved security and long-term maintainability. With a more intuitive backend, site admins can now keep everything up to date without relying on developers, reducing risk and saving time.

We also connected WordPress directly to Tessitura, enabling staff to manage event listings, ticket availability, and promotions without third-party tools.

Integrating Tessitura for a Better Ticketing Experience

We worked with Ford’s existing Tessitura and TNEW setup to build a more unified and user-friendly ticketing journey. Visitors can now book multiple offerings — such as performances, timed museum entries, tours, and audio guides — all in a single flow.

Behind the scenes, we used Tessitura’s REST API to connect everything into one cart system, while styling the interface to match the site’s design and build trust with users.

We also created a custom calendar that makes it easy to browse event availability, replacing TNEW’s default interface with something cleaner, clearer, and more on-brand. By integrating this directly into the site, we kept users on the site longer and made the transition to checkout feel effortless.

In addition to ticketing, we also supported Ford’s membership program by creating clearly designed landing pages that communicate membership benefits and drive action. These pages link directly to TNEW for join and renew flows, allowing us to maintain a seamless branded experience while simplifying the user journey.