TodayTix Rebrands, Fundraises for Frontline and Essential Workers

by Nona Tepper
May 5, 2020
tomorrowtix
Tam Mutu in “Moulin Rouge” on Broadway. (Photographed by Matthew Murphy)

TodayTix is thinking of performers’ next act. 

The NYC-based online ticket site has temporarily rebranded to TomorrowTix, as a reference to the many curtain calls brought on by the COVID-19 pandemic. The company has also launched the Save A Seat Fund, a fundraiser that aims to provide 1,000 healthcare and essential workers with free tickets to future Broadway shows. Suggested donations range from $5 to $50, and contributors will receive $10 off their next purchase through the site.

“We believe that theater provides a platform for healing, connection and expression of the human experience,” Brian Fenty, CEO and co-founder of TomorrowTix, wrote in an email to Built In. “We’d like to provide that platform for those who will need a break at the end of all of this.”

The company aims to partner with organizations to divvy up the tickets purchased to NYC workers, although no partnerships have been announced yet. TomorrowTix will issue a voucher for workers to redeem for any NYC-based Broadway show listed on the platform within two years of Broadway's reopening. The company said it is exploring plans to grow the fund and buy tickets for shows outside New York too.

The Broadway League has announced it will refund tickets for all performances through June 7, although TomorrowTix expects the organization to make another announcement by mid-May about what happens for ticket holders after that date. According to Fenty, seasons of more than 30 Broadway shows have been disrupted since COVID-19 hit, including “Hamilton,” “The Book of Mormon” and “Chicago.” 

Save A Seat represents just one way the platform has responded to the interruption of theater shows. 

In late March, TomorrowTix launched The Intermission Mission, a fundraiser for the nonprofit The Actors Fund that features a collection of virtual performances by Broadway entertainers from their homes. Memorable performances include actor Kenita Miller sitting in her living room and singing “Something’s Missing” from the “Come From Away” musical, and actor Jason Tam strumming his ukulele and belting the lyrics to the Puppini Sisters’ classic “Get Happy” song from his bed. 

Actor Bobby Conte talked about his experience with The Actors Fund, as he lounged in his apartment. 

“I know we are all tightening our belts right now in these random, unprecedented, uncharted waters that we’re all trying to tread right now,” Conte told Instagram viewers. “But it is organizations like The Actors Fund that is the safeguard to all of us.” 

These shows and more have all been posted on TomorrowTix’s public social media sites. The company has encouraged viewers to pay an “admission” to view these performances, and pledged to donate all funds to The Actors Fund, which provides emergency financial relief to entertainers across the U.S. 

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