TPG Turns 7! A Look Back At Theatre In 2009

We’re celebrating our “Lucky 7” anniversary this week!

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As we’ve been reminiscing about all the amazing productions we’ve been a part of and all the brilliant people we’ve collaborated with, we can’t help but notice how much things have changed since good ol’ “what’s-a-Facebook-ad” 2009.

Here is a quick snapshot of what theatre in NYC looked like 7 years ago:

Lin-Manuel Miranda had one of the most popular shows on Broadway…


Photo via NY Daily News

…sounds familiar. In early 2009, Lin-Manuel Miranda was making waves with In The Heights; Equus was revealing a new side to Harry Potter; Shrek The Musical was reinventing the fairy tale; Disney was taking us under the sea with The Little Mermaid; and Next to Normal, Rock of Ages, and Memphis were about to open.

Neil Patrick Harris was getting ready to host The Tony Awards for the first time.


Photo via PennLive

Neil Patrick Harris’ first Tony Awards hosting gig was this year, where Billy Elliot won Best Musical and God of Carnage was named Best Play.

More people were getting tickets in line vs. online.


Photo via WiseGeek

Today, more than half of all tickets are purchased online. According to The Broadway League, it was under 40% in 2009 (which had been rising rapidly since the measly 7% of 2000).

Broadway tickets cost (a little) less.


Photo via NYTix

The average cost of a ticket was $77.66 vs. today’s $104.18. Remember, that’s an average: the cost of a Hamilton ticket is still worth your first-born child.

Broadway demographics were pretty similar.


Photo via Shakespeare Schools Festival

The average age of a Broadway ticket buyer was 42.2 (today’s it’s 44), 66.2% of whom were female (68% today), with tourists making up for 63% of sales (70% today).

Women were fighting to see more women in theatre.


Photo via The New York Times

In 2009, only “11% of the plays on Broadway over the last decade were written by women” ( The battle for gender parity is still going strong (with help from organizations like the League of Professional Theatre Women), but with shows like Eclipsed (written by, directed by, and starring a cast of women) along with Thérèse Raquin, Fun Home, and Waitress (all written by women), there is hope.

Myspace was still a thing…


Photo via Mashable

Yep, Myspace was the second most popular social network, just behind Facebook. Here’s what some other platforms were doing:

>> During the recession, LinkedIn traffic was up, taking the site to 37 million members at a rate of about one per second. Many seconds later, the site now has 414 million members.

>> 150 million people were using Facebook, with almost half of them using it every day. The site is now at 1.59 billion monthly active users, and many people are using it, well, constantly.

>> In March of 2009, Twitter had 8 million unique visitors. In January 2016, it had 500 million users (332 million active).

>> Instagram, Snapchat, and Periscope were not even born yet, and the type of targeted ads that now exist were merely a dream.

Time Square wasn’t quite so digital.


Photo of Times Square in February 2009, via Wikipedia

Remember Virgin Megastore? Remember Kodak?? These days, digital billboards are taking over Times Square. Even the phone kiosks are going digital!

The future of marketing was…


Photo via Paul Isakson, SlideShare, 2009

What did we think was coming for the future of marketing? Things looked like they were headed in a more collaborative, personal, participatory direction. Doesn’t sound too far off. Wonder what things will look like in the next 7 years…

Thanks for being a part of our journey over the past 7 years. Here’s to many more!