"We needed a single, central database of contacts that could contain a complete history of communications and responses - entered and accessed by anyone across the organization," Parker said, adding that there is also a membership database of 1000 Friends of the Festival.

The system also had to upload data from ticket buyer partners to analyze buying trends to more effectively target its marketing efforts.

Down the track, a Web interface will be developed allowing customers, supporters and sponsors to log into the system directly and update their own contact details.