With San Francisco launching now, partnering with local companies including the American Conservatory Theater, TodayTix also aims to grow into L.A. (where area offerings on the app are now in beta) and D.C. as part of an ongoing national expansion.
The theater industry has proven resistant to mobile commerce due to a number of factors, ranging from Broadway’s older-skewing ticketbuyer demo to consumer discomfort with making sometimes complicated, usually pricey ticket purchases on a phone. Launched in 2013 by co-founders Merritt Baer and Brian Fenty, TodayTix bet on the theater ticketing industry catching up with the rest of the e-commerce world, and now touts 650,000 users in its current two markets, New York and London (where the company launched earlier this year).
The company has made inroads in New York and London with partnerships with prominent theater organizations like the Public Theater in New York and the new Kenneth Branagh Theater Company in London. Often the entrée is a lottery for day-of rush tickets, which TodayTix has taken digital for shows including “Kinky Boots” in London. (It’ll do the same for the West End offerings of Branagh’s troupe.)
The goal is to make TodayTix the one-stop mobile app for ticketbuyers in whatever city they’re in. “We’ve always wanted to use TodayTix to commect global theater audiences,” Fenty said.