About BROADWai: Reimagining the box office experience

BROADWai is reshaping the Broadway ticket buying experience by taking the familiar act of approaching a box office window and translating it into a modern digital interaction. Founded by Micah Hollingworth, whose background spans more than twenty five years in commercial theater, the company emerged from a simple idea: use conversational AI to recreate the personal, guided experience of speaking with a box office representative. 

Instead of relying on crowded lobbies, long lines, or unpredictable discovery paths, BROADWai gives theatergoers a direct channel to ask questions, explore seating, and purchase tickets with clarity and confidence. The platform extends the reach of primary ticketing providers like Ticketmaster, Telecharge, and others while preserving the control producers and venues need over their own inventory and audience relationships.

The Problem: Navigating fragmented ticketing systems

The live events industry faces a unique set of challenges. Broadway houses use a variety of primary ticketing systems, each with its own rules and payment infrastructure. For BROADWai to extend those systems in a secure and scalable way, the company needed a way to capture and pass payment details without becoming a reseller or taking on the full burden of PCI compliance.

At the same time, consumer expectations changed dramatically during the pandemic. Shoppers grew accustomed to fast, frictionless one click checkout experiences across retail and ecommerce. Yet the ticketing landscape remained slow and inconsistent with multi step flows, fragmented search tools, and cumbersome checkout requirements. 

As privacy changes from major technology platforms reduced marketers ability to track conversions, venues needed new ways to understand buyer intent and maintain direct relationships with audiences. BROADWai needed a payments infrastructure that supported its mission to simplify the purchase journey, protect client data, and onboard new shows quickly.

The Solution: Unifying payments through orchestration

BROADWai chose Spreedly to orchestrate its payments stack and unify its connections across multiple ticketing providers. Through Spreedly, the platform can securely capture payment details, tokenize them, and pass them to whichever primary system the venue uses. That allows BROADWai to extend the reach of those systems without holding sensitive card data or absorbing the operational demands of PCI.

Spreedly gives BROADWai the flexibility to meet buyers where they are by supporting new payment methods as consumer behavior evolves. It reduces friction in the checkout flow, shortens the time it takes for buyers to complete a purchase, and preserves the natural excitement of selecting a seat for a live show. This orchestration layer also gives BROADWai a reliable way to maintain continuity across changing privacy policies by ensuring venues can still capture first party purchase data that fuels effective marketing campaigns.

With a single integration, BROADWai can support many ticketing providers, streamline onboarding for new productions, and create a consistent checkout experience across a fragmented landscape.

The Results: Faster onboarding and higher conversions

With Spreedly in place, BROADWai delivers a modern, intuitive ticket buying experience that aligns with the expectations shaped by retail leaders. Buyers face less friction at the moment of highest intent, which directly improves conversion rates and strengthens the relationship between venues and audiences. And because BROADWai can now onboard new shows and new ticketing systems more efficiently, it can scale its platform without being slowed by technical integrations or compliance requirements.

The partnership also positions BROADWai to adapt to an industry still emerging from pandemic era disruptions. As consolidation and shifts in the live events market continue, BROADWai can respond quickly with a flexible payments foundation that keeps its clients competitive.

The result is a future forward platform that blends Broadway tradition with digital convenience. Spreedly gives BROADWai the secure infrastructure it needs. BROADWai uses that foundation to elevate the art, anticipation, and magic of attending a live performance.

‍