Tuxedo Hospitality
Grew Event Sales 16% and Conversion 51%
Tuxedo Hospitality is a New York City hospitality group with multiple venues — Chinese Tuxedo, The Tigers, Soso’s, and the newly opened Opera House — each marketed as a unique destination. Behind the scenes, a small events team handles 100s of lead inquiries per week without any upfront cross-selling support.
In the first full year on Dexter, the Tuxedo Event Team:
Grew events sales by 16.3% to $2.1m
Improved conversion by 50.8%
Saved 5-7 hrs per week
"You guys have a great product. People would be remiss to not look at what is right in front of them and what drives the revenue." "At first, cost was the hesitation. But we're not spending the day just fielding leads anymore — we're spending it on the clients who actually book."
— Lauren R., Event Director
Challenge
Before Dexter, the team was buried in inquiry volume across multiple venues — and prospects, who typically shop 3–4 venues at once, had no clear way to see Tuxedo's full portfolio while inquiring. Lauren was personally responding to leads at 2 a.m. just to hit a 24-hour mark — and even that wasn't fast enough to keep revenue from walking out the door.
High inquiry volume, frequent duplicate inquiries, and submissions missing key context
No way to tell qualified leads from tire-kickers up front, every inquiry got the same treatment, regardless of fit
Prospects inquired about one venue at a time, forcing sales to manually pitch alternates in follow-ups
"I was responding to leads at like 2 a.m.., just trying to get through it because I knew at least I had to get to 24 hours and I literally could not physically do it."
— Lauren R.
Solution
Dexter replaced Tuxedo’s event form with a structured, on-brand intake that surfaces all venues upfront, captures budget and intent, and pushes leads into Tripleseat — often with multiple locations already selected. By the time a lead lands, the team can tell at a glance whether it's qualified and worth a fast response, or a long shot to handle later.
Now prospects self-educate before they ever hit submit, and when they do, the team has the context to write a tailored proposal in minutes, not days. 25–30% of inquiries include more than one location, keeping the booking in the portfolio rather than losing it to a competitor.
"Those that are interested and have gone to the event site that have submitted a lead are likely to be more serious about the event itself."
— Lauren R.
Results
Comparing 2024-2025 to 2025-2026:
Event Revenue Growth: 16.3% → $2.1m (even with a venue offline for three months)
+10.3% on venue buyouts
+26.7% on large private-dinner revenue
Increase in Conversion: 50.8%→ higher-quality leads
Saved Hours: 5-7 hrs per week
"We had fewer low-quality leads and a higher conversion. So it's telling us that we're getting higher-quality leads. Also, we just have time to take a breath, reflect, and say, OK, our summer is really slow. How are we going to increase sales? … There's a lot of power in that creative freedom when you give yourself time back.”
— Lauren R.
Unexpected Wins
High level of support: "The accessibility of the Dexter team has been extremely nice to have. We never felt like we had to just figure it out ourselves." - Lauren
Mailer-level attribution. “I can now trace which marketing campaigns and links drive specific inquiries”- Lauren
Creative time, not just saved time. “With the inbox under control, Sherry (coordinator) and I have built sales packages, hosted an executive-assistant dinner, and turned recurring ‘no’ requests (like AV equipment) into new revenue streams.” - Lauren
"The biggest sell is the decrease in low-quantity leads, leads have exposure to our whole portfolio while they inquire, and the increase in revenue. That kind of just speaks for itself from an investment and sales pipeline perspective."
— Lauren R.