Discount Tickets Available from September 8th to 15th
Since 2011, Broadway Week has been taking place as a semi-annual promotion period, offering discount show tickets to a large number of participating shows in the traditionally slower periods of winter and fall. Presently, the fall Broadway week is taking place for performances from September 8 to 15, 2016. The initiative is produced by NYC & Company, whose website is www.nycgo.com, which is the official destination marketing organization for New York City, encompassing all five boroughs. NYC & Company is a 501(c)6 private corporation, and represents almost 2,000 member organizations across the city. The organization’s mission is to attract and provides resources for visitors to New York through integrated marketing, convention and leisure motivated travel opportunities, and sales efforts in partnership with satellite offices around the country. Broadway Week is their most widely known initiative for the Broadway industry. Twice a year, the promotion works with show producers and ticket sellers to offer 2-for-1 discount tickets to any shows that choose to participate. The last Broadway week took place from January 19 to February 5, 2016. In addition to offering tickets for sale directly on the NYC & Company website, theatregoers can also purchase tickets through ticketmaster by searching for the promotional code “BWAYWK.” When searching on Telecharge, ticketbuyers simply need to check the box allowing them to sit in any section in order to take advantage of the promotion.
This fall, there are 19 shows that have chosen to participate in the Broadway Week promotion. Interestingly, the only four shows that chose not to participate are Hamilton, Fun Home, The Book of Mormon, and Waitress. In analyzing these four shows’ decision to opt out of the promotion, we can ascribe the decisions of Hamilton and The Book of Mormon to their unqualified success; they do not need the boost from the discount promotion. As for Fun Home, that show will conclude performances on September 10, 2016, in the middle of Broadway Week, which explains why they opted out. As for Waitress, that show is not yet a top hit show of the likes of Hamilton or The Book of Mormon, but it is faring surprisingly well for a new musical in this season, and it is perhaps well on its way to recoupment. In this light, the producers were probably not too eager to jump on the bandwagon of selling 2-for-1 tickets, when they are trying to raise grosses to their absolute maximum potential to enter profits. The 19 shows that did choose to participate are, in alphabetical order:
An American in Paris
Beautiful: The Carole King Musical
The Color Purple
Fiddler on the Roof
The Lion King
Matilda the Musical
On Your Feet!
The Phantom of the Opera
School of Rock – the Musical
Official Broadway Week Sweepstakes
In addition to the 2-for-1 discount ticket promotion, Broadway Week also includes some other benefits. Ticketbuyers have the chance to enter the Official Broadway Week Sweepstakes, which offers the opportunity to win dinner at Mastro’s and tickets to the Broadway show of the winner’s choice for a total of six people. This sweepstakes offer is powered by Audience Rewards, which calls itself the official rewards program of Broadway and the Arts. The initiative’s other sponsors are American Express, The Broadway League, Amtrak, and Channel 4 New York.
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