MARI, Ari Emanuel’s new events company, has acquired theater ticketing company TodayTIx.
The ticketing platform, which is used on Broadway and in the West End, adds to MARI’s portfolio, which now includes the Miami Open presented by Itaú and Mutua Madrid Open, Frieze, and Barrett-Jackson, and now the connection to the theater world. Emanuel describes the acquisition as a “technology engine” for his portfolio.
Brian Fenty, Co-Founder and CEO of TodayTix Group, will remain CEO of the company and will also join MARI’s executive leadership team. Co-Founder Merritt Baer will continue as artistic director and producer at Secret Cinema, another movie event owned by TodayTix. Mari acquired the company from private equity firm Great Hill Partners.
“This is the next step in building MARI as a global leader in live experiences,” Emanuel said. “With TodayTix, we’re adding a technology engine and a direct line to audiences that makes our portfolio even more powerful. Alongside sport, art, and lifestyle, theatre and immersive performance now sit at the core of what we do – expanding our reach and deepening how we connect people with defining live experiences.”
“Over the past decade, we’ve built a platform that audiences lean on, theatres trust, and producers depend upon. We’ve always believed the future of live entertainment would be shaped by elevated, singular experiences amplified with technology that removes friction and elevates the hospitality experience throughout. MARI shares that belief and the ambition to scale at pace. Together, we will elevate user experience, empower creators, and redefine the event-level offering in ways the world hasn’t yet seen, with purpose-built AI for the future of events,” Fenty said.
Akin Gump Strauss Hauer & Feld LLP served as legal counsel to MARI. Moelis & Company LLC and LionTree Advisors LLC served as financial advisors and Paul Hastings LLP served as legal counsel to TodayTix Group and Great Hill Partners.
