TodayTix

TodayTix
Type Private
Headquarters New York City, United States
Area served
Founder(s) Brian Fenty
(Executive Chairman)
Merritt Baer (CEO)
Key people Max Talbot-Minkin
(VP of Product & Design)[1]
Darius Suyama
(VP of Geographic Expansion)[1]
Sarah Bidnick
(VP of Marketing)[1]
Yuri Broze
(VP of Data)[1]
Website http://www.TodayTix.com
Type of site Theater ticketing app
Available in English
Launched December 2013[2]
Current status Active

TodayTix is a free iOS and Android mobile app for purchasing theater tickets. TodayTix sells discounted or full price tickets for more than 80 shows in New York, California and London, for purchase directly from phone or tablet, booked same day or up to a week ahead of time.

History

TodayTix was founded in March 2013, by Broadway producers Merritt Baer (CEO) and Brian M. Fenty (Executive Chairman),[3] and has its headquarters in New York City. As of 2013, fewer than 1% of tickets for Broadway shows were being bought via smartphone apps or otherwise using mobile devices, according to The Broadway League.[4]

In July 2013, TodayTix received $582.5K in seed funding from Jeremy Zimmer and Link Ventures.[5] A beta version of the app was released in September 2013 for customers with iPhones to test.[6] Within three months the app had been used to buy tickets 50,000 times.[6] The TodayTix app was officially launched in December 2013.[2]

In May 2014, the company received $1 million in an additional seed funding round from Rubicon Venture Capital, Ryan Rockefeller, Nicolas Jammet, and Jessica Verrilli. In November 2014, TodayTix announced its $5 million Series A financing from investors including Rubicon Venture Capital (again), TYLT Lab, Scott Birnbaum and SF Capital Group.[7][8]

As of mid-2015, TodayTix claimed to be "selling roughly 3 percent of all the tickets on Broadway".[3]

In June 2015, TodayTix launched in London's West End, with the company viewing its UK operations as a base for future European expansion.[9] Beginning in August 2015, TodayTix offered the first paperless tickets for shows in London's West End theatre district.[10] As of September 2015, 650,000 people had used TodayTix.[11]

Operations and products

Using the app, customers can select from a range of Broadway, Off-Broadway, California or West End shows, and purchase tickets up to a week in advance, or as close as the day of the show. For NYC tickets, TodayTix charges a $5 fee for Off-Broadway shows and $10 for more expensive Broadway shows.[12] Depending on the production and city, customers can either meet a TodayTix agent outside the theater who will give them their tickets until 30 minutes before the show's start time for an extra $5,[13] or collect their tickets at the theater's box office on the same day as the show.[3]

TodayTix has partnership arrangements[3][4][14] with a number of institutions of the New York theater scene, including Atlantic Theater Company, Blue Man Group, Lyric Theatre, MSG Entertainment, Roundabout Theatre Company, St. Ann's Warehouse, Stomp, and The Public Theater.[3][4][14][15][16] In June 2015 TodayTix offered tickets to more than 40 different shows in New York City.[17]

The company has begun to expand into California performance ticketing, arranging to vend tickets for locations including San Francisco's American Conservatory Theater, Beach Blanket Babylon, and the San Francisco Opera; San Jose's San Jose Improv Comedy Club; and Mill Valley's Marin Theatre Company.[18]

TodayTix also has partnership arrangements[10][14] to sell tickets for more than 40 different shows[9] at London venues including Ambassadors Theatre, Delfont Mackintosh Theatres, Nimax Theatres, Really Useful Group Theatres, Sadler's Wells Theatre, Shaftesbury Theatre, Shakespeare's Globe Theatre, and St Martin's Theatre.[10][14]

TodayTix launched the first-ever mobile lotteries for theater tickets, both on Broadway and in the West End, selling discounted same-day tickets via lotteries conducted through its app.[16][19] Entrants can win up to two tickets for popular shows. These have included Broadway's first mobile lottery, for On the Town;[16] Central Park's Shakespeare in the Park program;[20] and the first UK mobile lottery, for Kinky Boots.[19]

Reception

Lauren Glassberg of New York City ABC affiliate WABC-TV stated in her review that although TodayTix "can save you money and time", the prices (including fees) offered by TodayTix are not always the lowest price available for tickets to the same show. Glasberg also pointed out that concierge ticket pickup is only available until half an hour before a show starts; concierge customers cannot pick up their tickets any later than that.[21] A review by Mark Kennedy of the Associated Press said the app "promises a future of no long lines, shady websites and uncertainty", while warning that tickets purchased through the app can only be picked up at the theater's box office if that theater has agreed to a partnership with TodayTix — for other shows, customers must choose the concierge option with its higher fee.[6] In her review for AM New York, Sara Karl opined that the app's appeal to younger audiences has driven its popularity, but cautioned readers that tickets cannot be purchased further in advance using TodayTix than one week before the performance, nor can customers choose precise seats; only a seating area can be selected, and customers will not know exactly where they will be sitting within that area until the day of the performance.[2]

Diep Tran of American Theatre magazine gave TodayTix an overall positive review, acknowledging that App Store users had given the app an average rating of five stars, but also mentioning the drawback that tickets can only be purchased via the app, using a smartphone or other mobile device. Although TodayTix has a website accessible to desktop and laptop computer users, tickets cannot be purchased on that website.[4] Forbes magazine's Lee Seymour remarked on the way "TodayTix is making Broadway history, moving unsold inventory to consumers a decade younger than the industry average, and [...] also paving the way for new business practices in the Off Broadway market"; he also reported that some theatre producers, speaking on condition of anonymity, had "expressed concern that TodayTix was training audiences to only buy day-of discount tickets".[22] Another theatre-industry insider, speaking with Philip Boroff of The New York Observer, also suggested the company's focus on selling tickets at the lowest price available may actually hurt New York's theater industry.[20]

References

  1. 1 2 3 4 "About Us". TodayTix.com. Retrieved 4 October 2015.
  2. 1 2 3 Karl, Sara (24 April 2014). "TodayTix offers Broadway tickets on your phone". AM New York. Retrieved 4 October 2015.
  3. 1 2 3 4 5 Tweedie, Steven (1 June 2015). "How two former Broadway producers created an app that solves the biggest annoyance with buying theater tickets". Business Insider. Retrieved 26 August 2015.
  4. 1 2 3 4 Tran, Diep (17 October 2014). "New York Ticket Sales Go Mobile with TodayTix". American Theatre. Retrieved 4 October 2015.
  5. ↑ "Jul 15, 2013: TodayTix – Funding RoundSeed". Crunchbase. Retrieved 26 August 2015.
  6. 1 2 3 Kennedy, Mark (20 December 2013). "One-stop mobile app offers Broadway ticket ease". Phys.org. Associated Press. Retrieved 4 October 2015.
  7. ↑ Constine, Josh (15 December 2014). "TodayTix Stages A Mobile Coup Of The $50 Billion Theater Ticket Business". TechCrunch (AOL). Retrieved 27 August 2015.
  8. ↑ "TodayTix Secures $4,981,377 New Funding Round". Xconomy. Retrieved 26 August 2015.
  9. 1 2 Ha, Anthony. "TodayTix Brings Its Last-Minute Ticketing Service To London's West End". TechCrunch (AOL). Retrieved 26 August 2015.
  10. 1 2 3 Snow, Georgia (13 August 2015). "West End to use paperless ticketing for the first time". The Stage. Retrieved 4 October 2015.
  11. ↑ Kennedy, Mark (29 September 2015). "Mobile ticket app TodayTix broadens its US reach with Los Angeles, San Francisco and Chicago". U.S. News & World Report. Associated Press. Retrieved 4 October 2015.
  12. ↑ Agovino, Theresa (1 May 2014). "Broadway theatergoers applaud TodayTix app". Crain's New York Business. Retrieved 27 August 2015.
  13. ↑ Kennedy, Mark (20 December 2013). "One-stop mobile app offers Broadway ticket ease". Yahoo! News. Associated Press. Retrieved 16 September 2015.
  14. 1 2 3 4 "New App TodayTix Lets People Get Discounted Tix to Broadway Shows". Jewish Business News. 23 June 2015. Retrieved 4 October 2015.
  15. ↑ "Theater Ticketing App TodayTix Launches in London's West End". BusinessWire.com. 1 June 2015. Retrieved 16 September 2015.
  16. 1 2 3 Gans, Andrew (23 September 2014). "Broadway Revival of On the Town Offering Mobile Lottery System". Playbill. Retrieved 4 October 2015.
  17. ↑ Alba, Davey (1 June 2015). "New App for Show Tickets Draws Whippersnappers to Broadway". Wired. Retrieved 4 October 2015.
  18. ↑ "Theater ticket app TodayTix hits Silicon Valley stage". Phys.org. Agence France-Presse. Retrieved 4 October 2015.
  19. 1 2 "West End's Kinky Boots to Launch Mobile Lottery". Broadway World. 5 June 2015. Retrieved 4 October 2015.
  20. 1 2 Boroff, Philip (3 June 2015). "The Reviews Are In: The Broadway Ticket Biz Stinks". The New York Observer. Retrieved 4 October 2015.
  21. ↑ Glassberg, Lauren (5 May 2014). "New app sets the stage for deals on Broadway tickets". ABC News. Retrieved 4 October 2015.
  22. ↑ Seymour, Lee (9 April 2015). "Why TodayTix Is Broadway's Uber — And What It Means For Showbiz". Forbes. Retrieved 27 August 2015.

External links

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