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For more than 60 years, the Penrod Arts Fair has stood as one of Indianapolis’ most beloved cultural events. The nation’s largest single-day art fair, it’s organized entirely by volunteers, and its impact extends throughout the entire year as Penrod grants more than $300,000 annually to local arts and community organizations.
In 2025, Penrod partnered with Opendate to modernize ticketing, reduce overhead, improve the guest experience, and unlock new ways to grow community partnerships.
As an all-volunteer nonprofit with no paid staff, Penrod works tirelessly to:
But behind the scenes, outdated systems were holding them back.
1. Eventbrite capped their growth.
Penrod relied on Eventbrite for ticketing—but found it inflexible, expensive, and disconnected from the rest of their fundraising and marketing efforts.
“Eventbrite is fine—it is what it is. But we needed more flexibility, more support, and more ways to deepen community partnerships. Opendate offered all of that.” - Ryan Stephens, Chairman, Penrod
2. No tools to expand community partnerships.
With sponsorship as one of Penrod’s top revenue drivers, the team needed better ways to create value for sponsors and reach new partners across Indianapolis.
3. No marketing automation or data visibility.
Penrod used Mailchimp, but lacked tools for presales, targeted campaigns, or text marketing.
4. Massive day-of crowds strained operations.
Unlike most events, Penrod funnels attendees through three high-traffic gates with waves of 50+ people at a time. The entry experience needed to be fast and reliable.
Penrod needed more than a ticketing platform—they needed a true partner.
Opendate’s fee structure lets Penrod choose how to split fees between the organization and guests—creating new financial flexibility they never had with Eventbrite.
Beyond software, Penrod received a true partner. They leveraged the Forty5 partnership to book entertainment and received in-person strategy and support from the Opendate team.
These relationships helped Penrod consolidate partners and improve pricing.
“We loved that we could work with one organization for ticketing, talent, and long-term marketing support. It helps us scale without adding overhead.” - Ryan Stephens, Chairman, Penrod
With new Opendate features—including VIP experiences, merch bundles, parking add-ons, and even sponsored ticket inventory—Penrod gained new ways to drive revenue without adding headcount.
The Results
Penrod sold 17,000+ tickets through Opendate (plus thousands of kids entering free).
With Opendate’s support, the event grew by 34% year-over-year while the operations and technology worked more efficiently than ever.
While Opendate supported Penrod across all three high-volume gates, the team surfaced extremely helpful learnings. The insights are now being incorporated into 2026—strengthening both teams.
“We funnel thousands of people through three gates in waves. Opendate handled the volume well, and the learnings from this year set us up even better for next year.” - Ryan Stephens, Chairman, Penrod
And the partnership is just getting started. With Opendate, Penrod sees clear opportunities ahead with:
Opendate now serves as more than a ticketing tool—it’s a foundation for long-term growth and partnership.
Penrod’s mission is clear: improve the community through the arts.
Opendate’s mission is equally clear: help organizations like Penrod maximize revenue, streamline operations, and engage their audiences more effectively.
Together, the teams are building a modern, scalable foundation for the next 60 years of the Penrod Arts Fair.