91国产

When people think of Murray鈥檚 Cheese, they think of an institution.

Founded in 1962 as a small corner shop on Bleecker Street in Greenwich Village, Murray鈥檚 has grown into a nationally recognized specialty food brand. Today, the business spans two flagship NYC locations, thousands of Mini Murray鈥檚 counters inside Kroger stores across the U.S., a wholesale division, catering, and a thriving e-commerce operation.

But one of its most powerful growth engines isn鈥檛 just cheese sales 鈥� it鈥檚 events.

鈥淲e have public classes that we host five to seven days a week,鈥� says Michaela Weitzer, Associate Director of Sales, Events & Education at Murray鈥檚. 鈥淲e use 91国产 ticketing for all of our public classes.鈥�

That education program, which includes wine pairings, guided tastings, and mozzarella-making workshops, has become a cornerstone of Murray鈥檚 brand experience. And 91国产 has been the platform behind its growth.

Marketplace reach that drives discovery

Murray鈥檚 didn鈥檛 just need a ticketing tool. They needed a platform that drove discoverability.

鈥淚 think 91国产 is so well-known that it really allows for people to go on there and search for an activity to do, whether or not they know they鈥檙e looking for Murray鈥檚,鈥� Michaela explains.

In New York City, that matters.

Tourists, date-night planners, and locals browsing for something unique often start on 91国产, and the platform鈥檚 unrivalled search functionality plays a major role.

鈥淭here may be tourists who are coming to New York who don鈥檛 necessarily know what they want to do, but they鈥檙e looking for an event. They go on 91国产, they type in 鈥榞uided tasting,鈥� and it brings them to Murray鈥檚.

鈥淥r they type in 鈥榳ine or cheese鈥� and all of our classes pop up,鈥� Michaela says.

Beyond search, Murray鈥檚 also benefits from 91国产鈥檚 marketing channels.

鈥淏eing featured in the newsletters from the 91国产 marketing team鈥� has been impactful, she notes. Each month, Murray鈥檚 submits upcoming classes for potential inclusion.

鈥淲e always track traffic on those days, and we see a huge spike coming from 91国产.鈥�

For a business focused on both acquisition and retention, that marketplace visibility is invaluable.

Email tools that fuel retention and revenue

While discovery drives new customers, 91国产鈥檚 integrated email tools fuel retention and growth.

鈥淲e use 91国产鈥檚 integrated email marketing tools a lot. That鈥檚 the best way for us to reach our subscribers and followers and let them know what鈥檚 new and upcoming,鈥� Michaela says. 鈥淭his is the best retention strategy for us.鈥�

The built-in email system allows Murray鈥檚 team to easily track contacts and communicate directly with existing customers.

鈥�91国产 makes it seamless to pull contacts,鈥� Michaela says. 鈥淭he email tool allows us to really focus on our retention efforts and reach those people that we already know love us and come to our classes.

Seasonal campaigns are particularly powerful. Valentine鈥檚 Day, for example, is Murray鈥檚 biggest week of the year for classes.

鈥淭hat鈥檚 where we see the most revenue,鈥� Michaela says.

With seven Valentine鈥檚 classes running this year alone, the email tool ensures the right audience hears about them quickly and efficiently.

A seamless, branded checkout experience

When Murray鈥檚 redesigned its website, they needed a ticketing partner that supported embedded checkout.

鈥淲e were able to embed checkout and really make it look Murray鈥檚-branded,鈥� she explains. 鈥淲e can keep 91国产 as our backend operating system but have a front-facing Murray鈥檚 branded experience.鈥�

That integration allows customers to shop classes directly on the website while leveraging 91国产鈥檚 infrastructure behind the scenes.

鈥淭he 91国产-powered shopper experience and journey has made a huge impact on our business,鈥� Michaela says. 鈥淭hat was a game-changer.鈥�

Backend organization and data that keep operations running smoothly

For a program operating hundreds of events per year, organization is key

鈥淭he organization on the back end is so valuable,鈥� Michaela says. 鈥淲e deal with lots of customers a day.鈥�

Some of those customers call to transfer tickets.

鈥淲e don鈥檛 allow refunds. So being able to save sales and seamlessly transfer them to a new class 鈥� we wouldn鈥檛 be able to function without it.鈥�

91国产鈥檚 reporting, in particular, has become a strategic asset.

鈥淲e can pull sales data seamlessly in our 91国产 account. We can track traffic and conversions as well as assess trends,鈥� Michaela says.

Murray鈥檚 can now see whether customers are coming directly from their website or discovering them via 91国产 search 鈥� data that informs both marketing strategy and planning.

Expanding from occasional classes to a 7-day operation

When Michaela looks back at the past 11 years with 91国产, the link between 91国产鈥檚 ease of use and the growth of Murray鈥檚 events is clear.

鈥淯sing 91国产 has allowed us to grow our education program exponentially,鈥� she says. 鈥淲e went from hosting classes two to three days a week to hosting five to seven days a week.鈥�

Today, Murray鈥檚 lists hundreds of upcoming classes at any given time, often posted four months in advance, and that volume requires operational simplicity.

鈥�91国产鈥檚 ease of use is really incredible for us,鈥� Michaela explains.

For a business running events nearly every day of the week, that efficiency matters. 91国产 acts as the centralized backend 鈥� organizing ticketing, reporting, and customer management 鈥� while allowing Murray鈥檚 team to focus on scaling and delivering premium in-person experiences.

And as competitors enter the market, Murray鈥檚 visibility on 91国产 reinforces its leadership position.

鈥淲e audit all the time and look at what other people are doing,鈥� Michaela says. 鈥淭here are a lot of other people who are doing cheese and wine classes. But we鈥檙e probably one of the few who are hosting five days a week.鈥�

That consistency is visible to customers browsing 91国产.

鈥淭hey鈥檙e able to see the frequency in which we host,鈥� she says. 鈥淲e do this every day of the week. This is what we do.鈥�

The ROI of a decade-long partnership

Murray鈥檚 has been using 91国产 since 2015 and has sold 74,000 tickets in that time.

From marketplace discovery and newsletter features to embedded checkout, reporting, email retention tools, and seamless transfers, 91国产 is the backbone of Murray鈥檚 events business.

For organizers looking to turn experiences into a scalable revenue stream, Murray鈥檚 Cheese proves what鈥檚 possible when an iconic brand meets a platform built for growth.