If you’re anything like us, you might have arrived here after scoping the secondary ticket market for Hamilton, the musical, and running into one of the following pain points:
- Much of the secondary ticket market seems pretty shady. Your natural inclination to avoid scalpers is hard to shake, even when you’re online.
- You live in one of the cities where Hamilton is running, and could theoretically go any day, but want to find a ticket with good views at a great price. You may have already realized that said established ticket sites don’t make it easy to search available inventory in that way.
If any of that resonates, you’re in the right spot. These tickets are insanely expensive, and depending on the theater you choose, you might end up paying $800 to sit behind a pole. No thanks.
We began by pulling data from the big name resale sites, but then began to wonder - where are these tickets coming from? Lots of googling, emailing, and a few calls laters, we learned that most of the market is supplied by ticket brokers. These guys buy up tickets on the primary market themselves or from individuals who have done so, and then look to make a profit by selling them on the secondary market at a sizeable markup. In order to get to these individuals ourselves, we partnered with TicketEvolution (a network that connects individuals and brokers) to source our inventory. (Note: we’ll plan to release another post with an overview on how this secondary ticket market really works. You’d be surprised how shockingly little information is available online on this topic.)
After a year of learning to code, and working through several iterations and business models, here we are (and here you are - again thank you!).
So, what’s different about us? Well to fully understand that, you need to understand a little more about our competition. So, let’s say you live in Seattle and you want to go see the show. You go to your trusty Google search and look through the top hits for “hamilton seattle.” You might see sites that allow you to:
- Be redirected to other ticket sites to purchase there (hamilton-seattle.com)
- Search various ticket brokers inventories one date at a time and then redirect you to another reseller (hamiltonseattle.com and paramounttheaterseattle.com)
- Do the above but provide some details on the venues and different ticket broker sites (hamiltontickets.org)
- Basically, these sites are more or less identical and are working to ‘out market’ one another to get you to click their link so they can take a cut when you click through and purchase
So, let’s get back to what we do. We allow you to search across dates so you can compare all tickets regardless of date. So, say you live in New York and are able to go at any time, and just want a good seat for the right price. Our algorithm will rank available inventory, letting you know, for example, that best available seats are for September 17 at 7:30 in the Front Mezzanine section Row E, followed by July 12 at 1:30 in the Orchestra Center section Row N. Hamiltix allows you to custom search by date / section / price if you have more specific needs. And if you don’t find tickets that match your search, we have an alert system that will notify you immediately when such tickets become available (Note: we hate spam as much as you do, so it’s an alert system, nothing more, nothing less).
That’s it. We built the experience that we wanted for this ticket purchase, and hopefully you can benefit from that. Thanks for visiting. Tell your friends. And hit us up with any feedback, thoughts, questions, comments, or anything in between at firstname.lastname@example.org.
Alex & Erik
P.S. If you are interested in some of the technical ins and outs or how we challenged ourselves to build the site to run for less than $1 per month using Amazon Web Services we'll be setting up a technical post soon over here. We’ll be posting on this blog some of our findings in the future (ticket stats, how the resale ticket market actually works, theatre seating chart reviews, etc.)