At the Ready for the Tony® Nom Onslaught
The day of the Tony Award® nominations—or “Tony Tuesday,” as it’s being called—always brings about a flurry of activity and attention to Broadway’s newest shows. And if shows and ticket sellers aren’t ready for the onslaught of customers who suddenly show interest, they could be left in the dust.
Telecharge, for its part, starts preparing for events like this weeks in advance, trying to identify which shows we think might be popular after the nominations are announced and adjusting the site accordingly. (We’re not always right about predicting nominees, but we’re usually pretty close.)
To prepare the site for any big event (e.g. the Tony Awards, Broadway Week, a Bette Midler onsale), Telecharge begins by beefing up its hardware—adding cores and queues, using the maximum servers for the site and interactive seating charts, increasing bandwidth, and more.
Telecharge also “throttles” the shows likely to get nominations, which makes sure the maximum number of shopping sessions is available to consumers site-wide. It’s all very technical and a little boring, but it helps make sure the shows can sell as many tickets as possible the day of the nominations, including at the box office.
And Tuesday’s online sales numbers reflect this increased capacity. The Best Musical nominees (The Great Comet, Dear Evan Hansen, and Come From Away) saw a 283% average increase in ticket sales over the previous day. The nominees for Best Play (A Doll’s House Part 2, Indecent, Oslo, and Sweat) nearly doubled their sales, on average, from the day before.
Some shows saw a four-fold increase in ticket sales from the day before.
Sales, which normally peak at lunchtime each day and then go back down, held steady all day and into the night on Tuesday. The next big sales date is, of course, the Tony Awards themselves on Sunday, June 11. Preparedness for that crazy night starts… now!
For more information, visit www.shubert.nyc.
Telecharge, for its part, starts preparing for events like this weeks in advance, trying to identify which shows we think might be popular after the nominations are announced and adjusting the site accordingly. (We’re not always right about predicting nominees, but we’re usually pretty close.)
To prepare the site for any big event (e.g. the Tony Awards, Broadway Week, a Bette Midler onsale), Telecharge begins by beefing up its hardware—adding cores and queues, using the maximum servers for the site and interactive seating charts, increasing bandwidth, and more.
Telecharge also “throttles” the shows likely to get nominations, which makes sure the maximum number of shopping sessions is available to consumers site-wide. It’s all very technical and a little boring, but it helps make sure the shows can sell as many tickets as possible the day of the nominations, including at the box office.
And Tuesday’s online sales numbers reflect this increased capacity. The Best Musical nominees (The Great Comet, Dear Evan Hansen, and Come From Away) saw a 283% average increase in ticket sales over the previous day. The nominees for Best Play (A Doll’s House Part 2, Indecent, Oslo, and Sweat) nearly doubled their sales, on average, from the day before.
Some shows saw a four-fold increase in ticket sales from the day before.
Sales, which normally peak at lunchtime each day and then go back down, held steady all day and into the night on Tuesday. The next big sales date is, of course, the Tony Awards themselves on Sunday, June 11. Preparedness for that crazy night starts… now!
For more information, visit www.shubert.nyc.
Originally published in Broadway Briefing.