{{Short description|Event ticketing website}} {{Infobox website | name = TodayTix | logo = TodayTix Logo 2021.png | company_type = Private | founder = Brian Fenty <br />(CEO & Co-Founder)<br /> Merritt Baer (President & Co-Founder) | area_served = {{hlist|New York City, London, San Francisco, Los Angeles, Washington DC, Chicago, Sydney, Melbourne, and Brisbane}} | location_city = New York City | location_country = United States | homepage = | url = {{URL|https://www.todaytix.com}} | launch_date = December 2013<ref name=amny>{{cite news|last1=Karl|first1=Sara|title=TodayTix offers Broadway tickets on your phone|url=http://www.amny.com/news/business/todaytix-offers-broadway-tickets-on-your-phone-1.7816555|access-date=4 October 2015|date=24 April 2014|work=AM New York}}</ref> | current_status = Active | language = English | website_type = Theater ticketing platform }}
'''TodayTix''' is a digital ticketing platform for theatrical and cultural events. Founded by two Broadway producers, TodayTix's free mobile apps for iOS and Android provide access to theater shows in New York City, London, the San Francisco Bay Area, Los Angeles, Washington DC, Chicago, Sydney, Melbourne, and Brisbane.
==History== Headquartered in New York City, the arts-meets-technology startup was founded in March 2013, by Broadway producers Brian M. Fenty (CEO & Co-Founder) and Merritt Baer (President & Co-Founder).<ref name="hud">{{cite news |last1=Huddleston, Jr. |first1=Tom |title=How 2 Theater Geeks Turned Their Passion Into a Hot Startup |url=https://fortune.com/2016/12/11/todaytix-broadway-theater-tickets/ |access-date=12 April 2021 |work=Fortune |date=11 December 2016 |language=en}}</ref><ref name=Tweedie>{{cite news|last1=Tweedie|first1=Steven|title=How two former Broadway producers created an app that solves the biggest annoyance with buying theater tickets|url=http://www.businessinsider.com/todaytix-app-founder-interview-2015-6|access-date=26 August 2015|work=Business Insider|date=1 June 2015}}</ref> 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<ref name=tran>{{cite journal|last1=Tran|first1=Diep|title=New York Ticket Sales Go Mobile with TodayTix|journal=American Theatre|date=17 October 2014|url=http://www.americantheatre.org/2014/10/17/new-york-ticket-sales-go-mobile-with-todaytix/|access-date=4 October 2015}}</ref> - presenting a large opportunity for TodayTix to better make theater accessible to millennials.<ref name="ibro">{{cite book |last=MacDonald |first=Laura |year=2017 |chapter=Connection in an Isolating Age: Looking Back on Twenty Years of Engaging Audiences and Marketing Musical Theatre Online |title=iBroadway: Musical Theatre in the Digital Age |publisher=Springer International Publishing |pages=17–42 |doi=10.1007/978-3-319-64876-7_2 |isbn=978-3-319-64875-0 |url=https://link.springer.com/chapter/10.1007/978-3-319-64876-7_2 |access-date=12 April 2021 }}</ref> Fenty subsequently became CEO in 2017.<ref name="haa">{{cite news |last1=Ha |first1=Anthony |title=Co-founder Brian Fenty becomes CEO at TodayTix |url=https://techcrunch.com/2017/09/21/co-founder-brian-fenty-becomes-ceo-at-todaytix/ |access-date=12 April 2021 |work=TechCrunch |date=21 September 2017}}</ref>
A beta version of the app was released in September 2013 for customers with iPhones to test.<ref name=one-stop>{{cite news|last1=Kennedy|first1=Mark|title=One-stop mobile app offers Broadway ticket ease|url=http://phys.org/news/2013-12-one-stop-mobile-app-broadway-ticket.html|access-date=4 October 2015|publisher=Phys.org|agency=Associated Press|date=20 December 2013}}</ref> Within three months the app had been used to buy tickets 50,000 times.<ref name=one-stop/> The TodayTix app was officially launched in December 2013.<ref name=amny/>
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.<ref name=techcrunch>{{cite news|url=https://techcrunch.com/2014/12/15/todaytix/|title=TodayTix Stages A Mobile Coup Of The $50 Billion Theater Ticket Business|author=Constine, Josh |work=TechCrunch|publisher=AOL|date=15 December 2014|access-date=27 August 2015}}</ref><ref>{{cite web|url=http://www.xconomy.com/new-york/2015/01/08/todaytix-secures-4981377-new-funding-round|title=TodayTix Secures $4,981,377 New Funding Round|work=Xconomy|access-date=26 August 2015}}</ref>
As of mid-2015, TodayTix began "selling roughly 3 percent of all the tickets on Broadway" and by February 2016, it was 4%.<ref name=Tweedie/><ref name="mpau">{{cite news |last1=Paulson |first1=Michael |title=TodayTix Makes Inroads Into Broadway's Ticketing Business |url=https://www.nytimes.com/2016/02/24/theater/todaytix-makes-inroads-into-broadways-ticketing-business.html? |access-date=12 April 2021 |work=The New York Times |date=23 February 2016}}</ref> As of February 2021, 1.6 million people had purchased tickets via TodayTix, and 3.6 million users are registered customers.{{citation needed|date=April 2021}}
In September 2018, TodayTix celebrated 5 years with a milestone of reaching $250 million in tickets sold. Following this anniversary, TodayTix launched an original content venture called "TodayTix Presents," that offers audiences first-look access to performances from their favorite artists debuting new work.<ref>{{cite news|last1=Seymour|first1=Lee|title=Ticketing App TodayTix alunches original content venture|url=https://www.forbes.com/sites/leeseymour/2018/10/11/ticketing-app-todaytix-launches-original-content-venture/#73f6b4e27d9b|access-date=4 October 2015|work=Forbes|agency=Forbes|date=11 October 2018}}</ref>
In May 2019, TodayTix announced a growth equity investment of $73 million, led by Great Hill Partners, to enter its next stage of growth.<ref>{{Cite web|last=Spangler|first=Todd|date=2019-05-16|title=TodayTix Banks $73 Million to Boost Theater and Arts Ticketing App|url=https://variety.com/2019/legit/news/todaytix-73-million-broadway-tickets-great-hill-1203216950/|access-date=2021-01-09|website=Variety|language=en-US}}</ref>
In February 2020, TodayTix acquired Encore Tickets and its subsidiary brands, leading to the formation of TodayTix Group.<ref>{{Cite web|last=Wild|first=Stephi|date=2020-02-09|title=TodayTix Acquires Encore, The Leading Independent Theatre Ticket Distribution Network In Europe|url=https://www.broadwayworld.com/westend/article/TodayTix-Acquires-Encore-The-Leading-Independent-Theatre-Ticket-Distribution-Network-In-Europe-20200204|website=BroadwayWorld|language=en-US}}</ref> TodayTix Group announced the acquisition of review aggregator website Show-Score in July 2020, and Broadway Roulette in May 2021,<ref>{{Cite web|last=Huston|first=Caitlin|date=2020-07-28|title=TodayTix acquires review aggregator Show-Score|url=https://broadwaynews.com/2020/07/28/todaytix-acquires-review-aggregator-show-score/|website=Broadway News|language=en-US}}</ref><ref>{{Cite web|last=Huston|first=Caitlin|date=2021-05-06|title=TodayTix Group acquires Broadway Roulette|url=https://broadwaynews.com/2021/05/06/todaytix-group-acquires-broadway-roulette/|website=Broadway News|language=en-US}}</ref> Goldstar in January 2022, and Secret Cinema<ref>{{Cite web|last=Lang|first=Brent|date=2022-09-22|title=TodayTix Group Buys Secret Cinema, Plans International Expansion for Immersive Entertainment Company(EXCLUSIVE)|url=https://variety.com/2022/film/news/todaytix-group-secret-cinema-100-million-sale-1235379168/|access-date=2022-01-21|website=Variety|language=en-US}}</ref> in September 2022. TodayTix, London Theatre and New York Theatre Guide. Show-Score, Broadway Roulette, and Secret Cinema continue to operate as independent brands under TodayTix Group's growing portfolio.<ref>{{Cite web|last=Lang|first=Brent|date=2022-01-05|title=TodayTix Group Buys Goldstar, Live Entertainment Ticketing Service (EXCLUSIVE)|url=https://variety.com/2022/legit/news/todaytix-group-buys-goldstar-events-1235146721/|access-date=2022-01-21|website=Variety|language=en-US}}</ref> In 2022, TodayTix announced plans to relocate its headquarters from 32 Avenue of the Americas to 1501 Broadway.<ref>{{cite web | last=Rizzi | first=Nicholas | title=Ticketing Platform TodayTix Relocating to 10K SF in Paramount Building | website=Commercial Observer | date=June 23, 2022 | url=https://commercialobserver.com/2022/06/todaytix-lease-paramount-building/ | access-date=November 7, 2022}}</ref>
In October 2025, [https://marigrp.com/ MARI] — a global events and experiences company uniting world-class events across sport, art, theatre, and lifestyle, founded by Ari Emanuel with Mark Shapiro as Principal Investor and Board Member — acquired TodayTix Group. Terms of the deal were not disclosed. Private equity firm Great Hill Partners, which had acquired a majority stake in TodayTix in 2019, sold its stake to MARI as part of the transaction.<ref>{{cite web |author=Todd Spangler |date=October 20, 2025 |title=Ari Emanuel's MARI Acquires TodayTix Theater and Events Ticketing Company |url=https://variety.com/2025/biz/news/ari-emanuel-mari-acquires-todaytix-1236556994/ |work=Variety}}</ref><ref>{{cite web |date=October 2025 |title=Ari Emanuel's MARI Acquires Broadway Ticketing Company TodayTix |url=https://www.hollywoodreporter.com/business/digital/ari-emanuels-mari-acquires-broadway-ticketing-company-todaytix-1236405251/ |work=The Hollywood Reporter}}</ref> Brian Fenty, co-founder and CEO of TodayTix Group, retained his role as chief executive and joined MARI's executive leadership team. Prior to the announcement, it had been reported that ATG Entertainment had explored the possibility of purchasing TodayTix Group.<ref>{{cite web |date=August 11, 2025 |title=ATG Entertainment reportedly eyeing up TodayTix bid |url=https://www.theticketingbusiness.com/2025/08/atg-entertainment-reportedly-eyeing-up-todaytix-bid/ |work=TheTicketingBusiness News}}</ref>
==International expansion== In June 2015, TodayTix launched in London's West End and began offering the first paperless tickets for shows in London's West End theatre district in August 2015.<ref name=40uk>{{cite news|url=https://techcrunch.com/2015/06/01/todaytix-comes-to-london/|title=TodayTix Brings Its Last-Minute Ticketing Service To London's West End|author=Ha, Anthony|work=TechCrunch|publisher=AOL|access-date=26 August 2015}}</ref><ref name=paperless>{{cite news|last1=Snow|first1=Georgia|title=West End to use paperless ticketing for the first time|url=https://www.thestage.co.uk/news/west-end-to-use-paperless-ticketing-for-the-first-time|work=The Stage|access-date=4 October 2015|date=13 August 2015}}</ref> In 2019 they expanded to Melbourne and Sydney, Australia <ref name="car">{{cite news |last1=Waters |first1=Cara |title=US-based TodayTix in cheap ticket plan to attract millennials |url=https://www.smh.com.au/business/small-business/us-based-todaytix-in-cheap-ticket-plan-to-attract-millennials-20190313-p513v7.html |access-date=12 April 2021 |work=The Sydney Morning Herald |date=13 March 2019 |language=en}}</ref>
==Operations and products== TodayTix launched the first-ever mobile lotteries for theater tickets, both on Broadway and in London's West End, selling discounted same-day tickets via lotteries conducted through its apps. It also features a special TodayTix Rush program, in which deeply discounted tickets are offered on a first-come first-serve basis the same day of a performance, and ''Standby'', which releases same-day tickets on a first-come, first-served basis for sold-out shows.<ref>{{Cite web |last=King |first=Darryn |title=Andrew Scott’s ''Vanya'' Announces Digital Lottery and Cancellation Line |url=https://www.forbes.com/sites/darrynking/2025/03/04/andrew-scotts-vanya-announces-digital-lottery-and-cancellation-line/ |website=Forbes |date=March 4, 2025 |access-date=August 28, 2025}}</ref> In New York City, TodayTix also operates the exclusive digital lottery for ''Free Shakespeare in the Park'', providing mobile access to no-cost tickets for performances at the Delacorte Theater.<ref>{{Cite web |title=How to Get Free Shakespeare in the Park Tickets |url=https://www.timeout.com/newyork/theater/shakespeare-tickets-how-to-get-free-tickets-to-the-delacorte |website=Time Out New York |date=May 19, 2025 |access-date=August 28, 2025}}</ref>
In July 2024, TodayTix introduced ''TodayTix Rewards'', a tiered loyalty program comprising Red, Silver, and Gold levels. Members earn credits called ''TixCash'' and receive benefits such as early access to promotions and presales, participation in Daily Drops, complimentary Ticket Protection, and additional ticket discounts.<ref>{{Cite web |title=TodayTix Just Launched a New Rewards Program That Makes Buying Theater Tickets Easier |url=https://www.insidehook.com/culture/todaytix-just-launched-new-rewards-program-makes-buying-theater-tickets-easier |website=InsideHook |date=June 12, 2024 |access-date=August 28, 2025}}</ref><ref>{{Cite web |title=TodayTix Rewards |url=https://rewards.todaytix.com/ |website=TodayTix |access-date=August 28, 2025}}</ref>
==References== {{reflist}}
==External links== * {{Official website|http://www.todaytix.com/}}
Category:Online marketplaces of the United States Category:Internet properties established in 2013 Category:Ticket sales companies Category:2013 establishments in New York City