SeatGeek is coming to Broadway. The ticketing provider, based in New York, was announced as the new ticketing partner for the Jujamcyn Theaters chain in a multi-year deal covering five theaters. It is SeatGeek’s first partnership on the Great White Way, and replaces Jujamcyn’s current ticketing vendor, Ticketmaster.
“As our industry looks to emerge from this period of prolonged darkness, we are all deeply focused on safely bringing our community back to work and our audiences back to the particular kind of joy that only the live theater can deliver,” Jujamcyn Theaters president Jordan Roth says. “For us, this means leaving no tool unused and no innovation untested in our never-ending mission to enrich the theatergoing experience from start to finish.”
Through SeatGeek’s platform, Broadway patrons will be able to access information about their show, purchase concessions, and access upgraded experiences offered through the application, according to a press release announcing the partnership. Current shows staged at Jujamcyn houses include The Book of Mormon, Hadestown, and Moulin Rouge! The Musical. The chain operates five iconic theaters: St. James Theatre, the Al Hirschfeld Theatre, the August Wilson Theatre, the Eugene O’Neill Theatre and the Walter Kerr Theatre.
Broadway has been paused since March of 2020 due to the coronavirus, but hopes are for a return in 2021 as vaccination efforts continue and government restrictions on in-person attendance are reduced. When that is an option, SeatGeek’s Adapt suite of tools, which allows for social distancing and access control tools to be implemented as part of the ticketing and fan access program. Adapt has already played a significant role in the return of fans to home games of the Dallas Cowboys and Cleveland Cavaliers.
While Jujamcyn is the first Broadway client for SeatGeek, the company has already established itself with London’s West End theatrical community as the ticketing platform partner of LW Theaters. Other high profile clients on the primary side include numerous English Premier League and Major League Soccer franchises, the Dallas Cowboys, Cleveland Cavaliers, New Orleans Saints, and New Orleans Hornets, as well as other venue clients. With this partnership, however, the ticketing company breaks new ground on its own home city with its first New York client.
“While most of SeatGeek’s current US based clients are in the sports space, we’ve long been a leading ticketer in London’s West End. We’re excited to bring SeatGeek’s patron-first ticketing to attendees as Broadway reopens,” said SeatGeek Co-Founder Russ D’Souza. “I can’t wait to hop on the subway and head a few stops uptown to take in a show alongside our new partners.”