SeatGeek has signed its first deal in New York’s famous Broadway theatre district after partnering with Jujamcyn Theaters.

The multi-year deal sees SeatGeek bring its mobile ticketing technology to Jujamcyn’s five properties: the St. James Theatre, the Al Hirschfeld Theatre, the August Wilson Theatre, the Eugene O’Neill Theatre and the Walter Kerr Theatre.

The bespoke theatre ticketing solution will allow patrons to browse shows, compare listings through SeatGeek’s proprietary Deal Score™ technology, and find a ticket within their exact specifications. They will then be able to store mobile tickets, order concessions, purchase an upgraded experience, or read more details about the show directly from their ticket.

Jordan Roth, president and owner of Jujamcyn Theaters, said: “As our industry looks to emerge from this period of prolonged darkness, we are single-mindedly focused on safely bringing our community back to work and our audiences back to the particular kind of joy that only the live theatre can deliver.

“For us, this means leaving no tool unused and no innovation untested in our never-ending mission to enrich the theatregoing experience from start to finish.

“It’s very gratifying to find in SeatGeek, a partner as committed as we are to taking exceptional care of our patrons and show partners alike.”

While this is SeatGeek’s first deal of any kind its hometown of New York City, the operator already has a strong presence in London’s West End, providing the ticketing platform for LW Theatres. It also has several high-profile sports clients, including teams from the English Premier League, National Football League and National Basketball Association.

Jujamcyn Theaters houses some of Broadway’s biggest shows, including Tony award-winning musicals Hadestown and The Book of Mormon, as well as current Tony Award nominee for Best Musical, Moulin Rouge! The Musical.

While Broadway has been closed since March 2020, Jujamcyn said bringing patrons back safely has been a priority when selecting its next ticketing provider. It will deploy a number of the features and services provided by SeatGeek Adapt, a suite of tools that SeatGeek developed during the COVID-19 pandemic that has already helped other SeatGeek clients, like the Dallas Cowboys and Cleveland Cavaliers, safely welcome thousands of fans back to their venues.

“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.”