A Broadway Theater Proprietor Rethinks Put up-Pandemic Ticket Promoting

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A Broadway Theater Owner Rethinks Post-Pandemic Ticket Selling

Some venues and sports teams have also used the break to rethink their ticketing alliances. In November, for example, two Houston soccer teams, Dynamo FC and the affiliated women’s club Dash, signed a contract with SeatGeek.

When events return, many venues and ticket vendors expect extensive security protocols that may even be embedded into the ticket sales process. Late last year, Ticketmaster was considering implementing plans like confirming a customer’s vaccination status via a third-party smartphone app. A Ticketmaster spokeswoman said this week that the company is still waiting for federal and state guidance on reopening. Ticketmaster said Friday there had been no comment regarding the loss of Jujamcyn as a customer.

Du Toit said the slowdown in events gave SeatGeek the opportunity to develop the kinds of features that are part of its Jujamcyn deal.

“We used that downtime to dig deeper into our technology,” she said.

“The Book of Mormon,” “Hadestown,” and “Moulin Rouge!” All were selling heavily before the pandemic and wanted to return as soon as the theaters can reopen. Two other musicals in the Jujamcyn theaters, “Frozen” and “Mean Girls”, have announced that they will not resume performances after the pandemic, leaving the company with two vacant houses.

SeatGeek becomes the third major ticket provider on Broadway. Many theaters use Telecharge, owned by Broadway’s largest landlord, the Shubert Organization. Jujamcyn had used Telecharge until he switched to Ticketmaster in 2016. Ticketmaster continues to work with the Nederlander Organization, another major rental company on Broadway. Of course, many consumers do not buy tickets through the primary ticket sellers who handle direct sales online and at the box office, but also through brokers, resellers or intermediaries such as TKTS and TodayTix.

The average Broadway ticket was $ 121 last season. It remains unclear whether prices will change when Broadway reopens, although many manufacturers are expecting less premium prices (these are the most expensive tickets to the hottest shows, for example before the “Hamilton” pandemic regularly made many of their seats premium) Prices sold of $ 847 each), at least in the short term as the industry tries to rebuild.