Historic Chicago Venue Studebaker Theater Selects Line-Up for Ticketing

London, UK, 29 June 2026

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Line-Up has expanded its presence in the United States beyond New York, announcing a new client in Chicago's vibrant regional theatre market.

Chicago’s historic Studebaker Theater at the Fine Arts Building becomes Line-Up’s first venue client outside of New York in the United States. The move reflects a growing demand from regional theatres for ticketing platforms that not only improve the customer experience, but also provide greater flexibility, efficiency and control for the teams managing ticket sales and venue operations.

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Improving the online booking experience was a key driver behind the venue's decision to switch to Line-Up. The team was looking for a more modern, mobile-first ticketing journey that would make it easier for audiences to discover events, select seats and complete purchases across any device.
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“As we steward the historic Studebaker Theater into its next 125 years of live performances, we want to ensure we are optimising productions for success,” said Jacob Harvey, Managing Artistic Director of the Fine Arts Building and Studebaker Theater. “A smoother transaction experience is a major part of that. Improving the mobile experience for our audiences was one of the main reasons we decided to make the switch to Line-Up. We wanted a booking journey that better reflects how people browse and book tickets today.”

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Since launching with Line-Up, the Chicago landmark venue has more than doubled its online, sales conversion rate.

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While the improved booking journey has had a clear impact on sales, the benefits extend beyond the customer experience. Line-Up's integrated box office and administration tools have given the Studebaker Theater team powerful visibility over performance, flexibility in how they manage events and a strong foundation for future growth.

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Line-Up CEO Barnaby Clark commented:
"We're delighted to be working with the team at the iconic Studebaker Theater in Chicago. Having built strong momentum in New York, we're increasingly seeing regional venues looking or technology that helps them sell more tickets, improve the customer experience and build strong direct relationships with their audiences."

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For Line-Up, the announcement represents another step in its North American growth strategy. While the company has established a presence in New York's theatre sector, the opportunity extends far beyond Broadway and Off-Broadway.

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"Regional venues face many of the same challenges as major commercial theatres," Clark continued. "They want modern technology, greater flexibility and better insight into their audiences. We're excited to help organisations across North America deliver that."

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Line-Up powers ticketing for venues, producers and immersive experiences across the UK and United States, with further North American expansion planned throughout 2026.

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About Line-Up

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Line-Up is a commerce platform for live entertainment. Founded in 2011 and headquartered in London, the company operates across the UK and North America, processing over £350 million in ticket sales annually. Line-Up works with venues, touring producers, immersive experiences, and ticket agents, enabling them to sell more, reach their audience and own the relationship. Clients include LW Tickets, Theatre Royal Haymarket, Mamma Mia! The Party, Masquerade NYC, The Lost Estate, Studio Seaview, and The Traitors: Live Experience. For more information, visit line-up.tickets.

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About the Studebaker Theater

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Located inside Chicago’s landmarked Fine Arts Building, the Studebaker Theater is one of the city’s most historic performance venues, led by Erica Berger and Jacob Harvey. Since its curtain first rose in 1898, the Studebaker stage has been graced by luminaries including Bob Hope, Peter O’Toole, Mae West, Ethel Barrymore, Geraldine Page, Vincent Price and many more. Following a major multi-million-dollar renovation led by Berger Realty Group and completed in 2022, the Studebaker has been home to NPR’s popular news quiz show “Wait Wait... Don’t Tell Me!” and has hosted performances from new musicals including 44: The Obama Musical, Roald Dahl’s The Enormous Crocodile, and Jim Henson’s Emmet Otter’s Jug-Band Christmas. Other recent productions include Ava: The Secret Conversations starring Elizabeth McGovern and Manual Cinema’s Christmas Carol. Learn more at fineartsbuilding.com.

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