La Guanaca
Almost three decades of "Pasión y Matraca" on the Chacras de Coria highway, a giant blue guitar at the door and tickets sold by hand. In 2026 the legend moved to Godoy Cruz — and the box office finally moved online. Sales are up 42%.
At a Glance
Industry
Nightclub
Location
Av. San Martín Sur 576 — Godoy Cruz, Greater Mendoza
Size
27 years of history • Fridays, Saturdays & holiday eves • reopened in 2026 with Los Playeros
Client since
2026
The Challenge
La Guanaca is not a nightclub: it's a chapter of Mendoza's history. Twenty-seven years on the Panamericana highway in Chacras de Coria, the "Pasión y Matraca" slogan recorded by radio legend Lalo Mir, the giant blue guitar at the entrance announcing from the road that the party had begun — and entire generations who met inside. Yet all that history was always sold the same way: by hand, at the box office, in cash. When the club decided to reinvent itself in 2026 and move to Godoy Cruz, the problem was exposed: it had 27 years of loyal crowds and not a single data point — not one email, not one phone number. To announce the most anticipated reopening in Mendoza nightlife, all it had was social media nostalgia. The legend was enormous; the database, zero.
The Solution
The new home opened with a new box office: the reopening night with Los Playeros sold on laguanaca.com.ar — its own domain, logo, tickets and mailing, no marketplace in between. Tickets go out in early-bird waves that reward whoever buys first, and sections and tables are picked on the new venue's 3D reserved-seating map. AI marketing is doing what 27 years of box office never did: building the database — every weekend adds contacts, the Cachumba crowd hears about the next cumbia night, birthday people get their promo, and abandoned carts come back on their own. An AI agent answers 96% of enquiries — "what time do doors open?", "are there tickets at the door?" — at 3 am too. Since the reopening, sales are up 42%: the matraca is the same as ever, the selling machine is brand new.
Results
+42%
Sales growth since running on Fanz
96%
Of support enquiries automated
27
Years of legend that finally own their database
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