Broadway Across America
CLIENT
Situation Interactive
TECHNOLOGIES
WordPress Multisite, PHP, JavaScript, REST APIs
YEAR
2022
EXTERNAL URL
Full-stack development on the largest WordPress Multisite build of my career — 50+ market-specific sites for the preeminent presenter of touring Broadway in North America. A data-dense platform serving 4 million ticket buyers across the United States and Canada, with subscriber engagement lifecycles, show routing, and content management scaled to every market in the network.
Development lead on this project at Situation Interactive.
Background
North America’s largest touring Broadway presenter needed a platform that could operate at network scale.
Broadway Across America — owned by the John Gore Organization and the leading presenter of touring Broadway shows in North America — operates across more than 50 regional markets, from Boston and Houston to Portland and Fort Lauderdale. Each market has its own venue partnerships, season subscription packages, show schedules, and local sponsorships. The existing digital infrastructure couldn’t keep pace with that complexity: content updates required per-market coordination, the subscriber data layer was fragmented across systems, and the engagement lifecycle — from single ticket buyer to season subscriber to multi-year renewal — lacked the tooling to function at the scale the business demanded. BAA needed a unified platform that could serve every market in the network while preserving the local identity and operational independence each market required.
With a database of 4 million ticket buyers and over 400,000 active subscribers, the data architecture alone was a project unto itself — before a single template was built.
Implementation
A WordPress Multisite network where 50+ markets share infrastructure but own their content.
The platform was built on WordPress Multisite — a single codebase powering 50+ individual market sites, each running on its own subdomain (boston.broadway.com, houston.broadway.com, fortlauderdale.broadway.com, and so on across the full network). The architecture separated shared infrastructure from market-specific content: global show data, touring schedules, and creative assets lived in a centralized data layer, while each market site maintained independent control over its season lineup, venue information, subscription packages, local sponsorships, and editorial content. The data system was the backbone of the build — show routing logic determined which productions appeared on which market sites and when, subscriber records tracked engagement across purchase types (single tickets, group sales, eClub memberships, and season subscriptions), and the renewal lifecycle automated the progression from first-time buyer to multi-season subscriber with pricing tiers, seat priority, and benefit escalation baked into the platform.
The content volume was staggering — every show touring in every market generated its own set of pages, media assets, ticketing links, and promotional content, all flowing through a structured data pipeline that kept 50+ sites in sync without manual duplication.
Results
A unified network serving millions of ticket buyers — and a content engine that scales with every new season.
The platform launched across the full Broadway Across America network, giving every market a consistent, performant digital presence while preserving the local autonomy each market’s team needed to run its own season. The centralized data layer eliminated the content duplication that had plagued the previous system — when a new touring production was announced, show data propagated to every relevant market site automatically, with local teams adding only market-specific details like venue, dates, and subscription placement. The subscriber engagement lifecycle gave BAA visibility into buyer behavior at a scale that hadn’t existed before: tracking the journey from single ticket purchase through eClub signup through season subscription through multi-year renewal, with each stage surfacing actionable data for marketing teams across the network. The platform continues to serve as BAA’s digital infrastructure — the same system that launched in 2022 now powers every market site in the network, handling the full volume of North America’s largest touring Broadway operation.
The largest multisite build of my career — and the project that proved a single WordPress architecture could operate at genuine enterprise scale when the data system underneath it is built with that intent from the start.
