When one of South America’s most iconic entertainment venues approached us, they had a clear mission: simplify how they create, manage, and approve live events. Luna Park, a renowned multi-purpose stadium in Buenos Aires, needed to modernize their internal processes—fast. That vision led to a full-scale initiative focused on event automation at Luna Park, aiming to make event creation smoother for producers and more manageable for admins, all while ensuring scalability and security.

At Zarego, we partnered with them to build a robust web-based management system that brought clarity, automation, and control to a traditionally complex workflow. The result? A custom event manager that powers high-volume event planning without chaos.

What Was at Stake?

Luna Park is no ordinary venue. Hosting everything from concerts to corporate events and sports competitions, the stadium is a hub for thousands of attendees and dozens of producers working behind the scenes. But behind that excitement was a cumbersome reality: managing these events was more complicated than it needed to be.

Each event required manual coordination between producers, stadium managers, and other stakeholders. Choosing seating configurations, validating details, requesting internal approvals—it was all being handled with disconnected tools and emails. That led to:

• Bottlenecks in the event planning workflow
  
• Delays in approvals due to lack of visibility
  
• Repeated human errors when duplicating or updating events
  
• Security concerns around access permissions and data sharing
  

The old system couldn’t scale with the venue’s ambitions. As the frequency and diversity of events grew, Luna Park knew it was time to find a smarter way forward.

Designing the Right Solution

Our approach started with a deep dive into the operational structure of Luna Park’s event management process. We spoke with producers, administrative staff, and IT stakeholders to understand their pain points—and their aspirations.

Mapping the Workflow

The first breakthrough came from visualizing the end-to-end lifecycle of a Luna Park event. From initial idea to final approval and publication, we mapped every step and interaction. This revealed two key areas where technology could make a major difference:

1. Configuration and Data Input – Producers needed a user-friendly interface to set up events, including selecting predefined stadium configurations, dates, performers, and other parameters.
   
2. Approval Workflow – Admins needed tools to validate event information, suggest edits, and approve or reject submissions—without slowing things down.
   

Tech Stack and Architecture

To build something both scalable and easy to maintain, we opted for a modular architecture deployed in the cloud. Key technologies included:

• Frontend: A responsive web application using React, tailored for both desktop and tablet use within the stadium offices.
  
• Backend: Python API services, designed with a layered architecture for clean separation between data, logic, and access control.
  
• Database: MySQL for reliable data consistency and flexibility in modeling events, configurations, and user permissions.
  
• Infrastructure: Hosted on AWS with auto-scaling to handle peak loads during major event planning periods.
  
• Monitoring: Implemented full-stack observability using tools like Datadog, so Luna Park’s IT team could track performance and quickly diagnose issues.
  

Account Management and Access Control

Given the sensitive nature of some events and the need for collaborative workflows, we implemented a multi-level user account system. This allowed for role-based access (e.g., producers, admins, superadmins), each with distinct permissions, interfaces, and approval rights.

Automating What Matters

One of our key goals was to reduce friction in the most time-consuming parts of event planning—especially the approval cycle. To achieve that, we embedded automation into the platform.

Approval Flow Automation

Now, when a producer submits an event, the system automatically notifies the relevant admin based on the event’s type and date. Admins can then:

• View a clear summary of event details
  
• Compare it with previously approved configurations
  
• Approve, reject, or request changes via a clean interface
  
• Add internal notes or trigger next-step actions
  

This reduced the average approval time by more than half.

Templates and Stadium Configurations

To speed up repetitive tasks, we created a configuration library. Producers can now select from pre-approved seating maps, pricing zones, and event types—dramatically reducing setup time and eliminating manual errors.

What Changed: Real-World Impact

The new Event Manager Platform transformed how Luna Park operates behind the scenes. With one centralized system, they’re now able to:

• Create and publish events faster: What used to take days can now be done in a few clicks
  
• Scale operations: The system easily handles dozens of concurrent users and events
  
• Improve data security: Role-based access and audit trails make compliance simple
  
• Stay agile: New features and configurations can be added without service downtime
  

One of the most impactful shifts was the human experience. Producers no longer need to track approvals via email threads. Admins don’t need to manually double-check every event detail. Everyone now works with the same source of truth.

As Federico Beltrami, IT Manager at Luna Park, put it:

“Developing the event manager for Luna Park was about creating a system that could handle the complexities of event production while simplifying the approval process. Automating workflows made a huge difference in efficiency.”

Built for Growth, Not Just Today

One of the priorities from day one was to ensure that the platform would grow with Luna Park. As more events are hosted—and potentially more venues or partners brought into the fold—the system is ready.

Future-Ready Features

• API Integration: The platform is designed to connect with ticketing providers and third-party marketing tools in the future.
  
• Multi-language Support: Although the first release is in Spanish, the framework supports rapid localization.
  
• Mobile Optimization: Tablet and mobile layouts allow staff to manage or approve events on the go, especially during setup days.
  
• Analytics Layer: While basic reporting is available, the system includes hooks for advanced analytics dashboards and forecasting tools.
  

Lessons We Took With Us

Every project teaches us something new—and the Luna Park case was no exception.

1. UX is as much about internal users as it is customers
   Often, internal systems get less design love. But when you’re dealing with high-volume operations, internal UX matters just as much—if not more—than what the public sees.
   
2. Automation wins back time
   When teams are busy, even shaving a few minutes off repetitive tasks adds up fast. Automated workflows aren’t just “nice to have”—they’re essential to scale without burnout.
   
3. Designing for flexibility keeps the system relevant
   Stadiums change. Events change. Teams evolve. We built it with flexibility in mind so the platform wouldn’t lock anyone into a rigid workflow.
   

Let’s Talk

From stadiums to startups, we help teams simplify the complex—building tools that make big operations feel manageable.

If your organization is growing fast and needs systems that can keep up, we’d love to talk.

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