After a decade-long career in Broadway Company Management, which included managing everything from “Hamilton” to “Rodgers & Hammerstein's Cinderella,” Holli Campbell has successfully transitioned to leading the New York Partnerships team at TodayTix Group. Founded by two Broadway producers, TodayTix is a digital ticketing platform for theatrical and cultural events. Its free mobile apps for iOS and Android provide access to theater shows in such markets as Manhattan, Chicago, Los Angeles, London and Sydney. In her role as Senior Director of Partnerships at TodayTix, she oversees all listings on the TodayTix app and website for the New York market.
Holli Campbell
“But my role extends well beyond simply adding new inventory,” she says. “I approach each partnership by first asking, ‘What’s the TodayTix assignment here?’”
To that end, she focuses on understanding the unique needs of each show and organization she and her team work with. “On the flip side, I stay closely connected to the innovations happening within our platform,” she adds. “It's key for me to understand how the new features we’re developing and our commitment to six-star customer service is driving user growth and retention. A key part of my job is understanding how the changes we're making can benefit our partners and strengthen our collaboration.”
Outside of TodayTix, Campbell continues to produce live events and is the Director of Curriculum for Beyond the Stage Door. The organization is dedicated to increasing the representation of people of color in administrative and management roles on Broadway. She comments, “It’s about ensuring that work is accessible to all communities by removing as many barriers to entry as possible.”
So, what gets her up each work morning? What puts steam in her stride? What’s the favorite part of her job? “I love the variety of people I get to work with — revenue managers, advertising specialists, general managers, producers — each brings a unique perspective to the table. I also really enjoy having a broad view of what’s happening across Broadway and the New York market! Since we sell tickets for most of the major live performance events in New York, I have a clear sense of overall industry trends, not just the ups and downs of individual shows. That insight allows me to share valuable context and strategies with our partners to help their productions succeed.”
The challenges, though, are many. One of the biggest is the shear expense of producing shows. “And it gets more expensive every day!” Campbell says. “Now more than ever, producers and general managers have to be meticulous about how they allocate their budgets, especially when it comes to driving sales while managing a long list of other expenses.”
She continues, “Having been on both sides of the table, I understand that marketing is often one of the first things to get cut. But the reality is, without marketing, it's nearly impossible to sell tickets and sustain a show's momentum. At the same time, we at TodayTix have hard costs associated with the tickets we sell. So, we're constantly working to ensure we're the most efficient and effective sales channel for our partners. It's a delicate equation, but one we’re always trying to solve together.”
Campbell remembers being very young in the business and a mentor advising her to never take any experience for granted. “Because every single one can shape and influence the next,” she explains. “That’s stuck with me throughout my career. Whether it was an internship in a fundraising office, an assistant job at a summer stock theatre, a short event or my work now at TodayTix Group … each experience has taught me something valuable that I've used in a future job. And this is a small industry — I'm still working with some of the same people I met right out of college!”
So, with this being our Women in Ticketing series, does Campbell have any wise counsel for young women reading this just starting out in the ticketing/live event business? She was eager to reply: “I’ve found that many women — including myself — tend to hold themselves to incredibly high standards. Perfectionism can open doors, but it can also take a toll on your mental health. My advice is to let go of that pressure where you can. You don’t need to be perfect to be effective or successful. Whenever I'm not sure I can do something, I think of a quote from a friend: ‘Have the confidence of a mediocre white man, and you can do anything!’”
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