20 Wicked Years on Broadway
20 years on Broadway marks an important anniversary and represents the ‘Year of the Fan’, a marketing campaign to celebrate the show’s deep bond with its audience. Throughout its history, collaborations with Ticketmaster – and its products, like TM1 – have played a pivotal role.
Some Key Wicked Uses for TM1:
- Manage ticket sales.
- Use sales data to adapt to evolving audience preferences.
- Rapid review and publication of alternative show schedule changes.
- Identify top seat preferences and heat maps for informed pricing decisions.
As the fourth longest-running show on Broadway, great client tools help to ensure this beloved musical remains a Broadway icon for years to come.
From Broadway to the World
Wicked has “green-ified” stages all around the world, from London to Australia, delighting fans in over 100 cities in 16 countries¹ – with the West End collaboration between Wicked and Ticketmaster spanning 17 years! This captivating show has also embarked on multiple tours, with the next one set to enchant audiences across the United Kingdom starting in December 2023. Ticketmaster’s dedicated teams have been privileged to support these events from ticketing to marketing, broadening the musical’s fan base and attracting new and loyal audiences alike.
“From supporting the show as the venue’s original ticketing system in 2006, and an active collaborator through to the present day, Ticketmaster have, over the past 17 years, been a key contributor to the success of Wicked both in London and across two UK and Ireland Tours.
Liam Geoghegan
UK Sales and Ticketing Director of Wicked
Down under in Australia, Wicked is still going strong in its 8th year, thrilling ‘Ozians’ and adopting innovative ticketing solutions. A return of original cast members Lucy Durack and Amanda Harrison adds a nostalgic touch to the 20th-anniversary celebrations in the newly revamped Sydney Lyric Theatre, the musical’s home in Australia. In early 2023, Ticketmaster AU introduced SafeTix, which adds security and personalization by connecting an individual’s account to their ticket. This lasting partnership underscores Wicked’s global appeal and the magic of long-term collaborations.
From New York to the world stage, Ticketmaster congratulates Wicked on its enduring success, enchanting audiences, both near and far!
Want to learn more? Get in touch with us.
¹Playbill, 2023
