Golden Age Hospitality
Grew Event Revenue 66% and 3.5x Conversion
Golden Age Hospitality, founded by Jon Neidich, operates a portfolio of distinctive New York venues — The Nines, La Dive, Bar Bianchi, Le Dive, and more — each marketed as its own unique destination. With eight venues running independently, event inquiries lived across eight intake forms, with little awareness that they were part of the same group.
On top of this, the group is on fire — opening 3–4 new locations this year and becoming one of the most sought-after operators in the city for hosting events.
In the six months since rolling out Dexter across all eight properties, Golden Age’s Event Team:
grew event revenue +66% YoY ($1.4m → $2.4m)
bookings nearly doubled 165 → 315
increased conversion 3.5× (4% → 14%)
cut deposit time in half (9.7 days → 4.5 days) [[Natalie, what do you think caused this?]]
Receives 27% of inquiries in Tripleseat with 2+ locations selected, expanding the cross-sell surface on every lead
"My inbox weighed on me. Dexter drastically changed how I work. I'm a thousand percent more productive."
— Natalie P., Director of Events
"Dexter cut the wheat from the chaff. It provided a platform that increased awareness across our venues in a way we hadn't been able to accomplish any other way — and it drove business we couldn't have expected."
— Charlie S., Director of Operations
Challenge
Before Dexter, Golden Age's event inquiries were spread across 8 separate intake forms with no shared logic. When a booker came in for one venue, there was no way to surface the rest of the portfolio upfront — the sales team had to re-sell a better fit later in the process, if at all.
Natalie was averaging 9 pages of Tripleseat leads a day with little time to actually sell, because there were few signals to prioritize who was qualified. And large-group bookings (under 20) often landed with the private events team first and had to be rerouted to reservations, further slowing the sale.
Key Points
No cross-sell mechanism. Multi-venue interest had to be re-discovered through email back-and-forth, or missed entirely.
Routing bottlenecks between private events and reservations was time-consuming. Large group bookings (especially Bar Bianchi PDR) bounced between teams before landing with the right owner.
No qualification signals up front. Inquiries arrived without budget, space preference, or multi-property interest — making it hard to prioritize who to respond to first.
Only 4% of inquiries converted to events.
“Having been an events director before, I'm aware of how much wasted time is dollars in the trash. Every email you draft — even if it's a templated response — adds up. It's time and dollars in the trash."
— Charlie S.
Solution
Dexter replaced Golden Age's event forms with a single, structured intake — cross-selling all locations upfront, qualifying leads on headcount and budget, and automatically routing them to the right team. Inquiries now arrive in Tripleseat with richer information: multiple locations are often selected, and budget and party size signal whether the lead is qualified. When a booker selects multiple properties, the team receives a single consolidated lead rather than 6 duplicates.
"I was skeptical at first — it's always a new platform getting pitched to be an intermediary between you and your guests. But once I understood it, got on a call with Natalie, and we tweaked a couple things for us, my hesitation totally disappeared. The flexibility and customization won me over. I think it's brilliant."
— Charlie S.
Results
Comparing winter 2024–25 (Oct–Apr) to winter 2025–26 (Oct–Apr):
Event Revenue Growth: 66%+ from $1.4m → $2.4m
Increased Conversion: 3.5× from 4%→ 14%
Faster Deposits Paid: 2× from 9.7 days → 4.5 days [[Natalie, what do you think caused this?]]
Multiple Locations Selected per Inquiry: 27% leads include 2+ more Golden Age properties, keeping revenue within the portfolio
1.6× higher conversion rate than single-location leads (20% vs. 12.6%)
2.7× larger F&B spend than single-location leads ($20k vs. $7.5k)
"The collection of information is so clear. Now, almost all of the leads coming in are really hot. I wasn't even getting lukewarm leads.
Everything felt viable — my intention was just to convert as fast as possible. The number one takeaway is time savings. Execution is everything in any sales role where you can save time, because time is money."
— Natalie P.
Unexpected Wins
A forcing function to sharpen the offering. "Putting Dexter together forced us to bring our thinking back to basics — how we wanted to present and construct our event offering. Over time, a lot of automatic thinking gets baked in and becomes concrete. This was a good opportunity to re-imagine and re-present our event offering in a very good way." — Charlie
Cross-sell awareness they didn't expect. "Dexter drove awareness and business we couldn't have expected — connecting us with event clients that were great fits, across venues we hadn't been able to link up before." — Charlie
Customization that felt bespoke, not generic. "There's so much software out there that everyone uses that has little customization. Your product is so customized and bespoke — you tailored your software exactly to our needs." — Charlie
"Time alone is how I'd justify the cost. Anyone doing sales needs to make sure their time is being effective. Nobody wants to be working as much as we are — and making sure the qualifying piece is exactly what you need it to be saves you so much work in the end."
— Natalie P.
"I see my time — and the time of everyone over me and under me — as billable hours. If my billable rate is X, would I pay X dollars to do a given thing? Every email, every templated response, every aggregate of back-and-forth adds up. It's dollars in the trash. Dexter puts the dollars an organization spends to book events to much better use."
— Charlie S.