on location: northeast O
randy mink
Best of Broadway Producers value group business
because pre-sells fill theater seats during tough economic times
Sierra Boggess as Ariel in THE LITTLE MERMAID presented by Disney Theatrical Productions. ANTICIPATING THEIR TRIP to New
the reported closings were scheduled to
tragedy, appears on street pole banners
York City, many visitors have only one
be limited runs, she emphasized, and the
and bus stop shelters throughout the
thing in mind—Times Square and the
18 closings have been replaced by 23
city, while a video spot can be viewed in
lights of Broadway. Nothing compares
openings.
taxicabs. Tourists make up about 65
to the jostling crowds, the theater mar-
In terms of “the number of show
quees, the sheer electricity. Come show-
openings, the quality of the shows and
“Group pre-sells is a critical compo-
time, the magic of watching the house
the number of big-name stars” appear-
nent of the overall economics of Broad-
lights dim and seeing the curtain rise is
ing on Broadway, the 2008-2009 season
way,” St. Martin said. “Many of the
indescribable. Live theater beats a movie
has been a good one, St. Martin said,
shows are able to continue running dur-
anytime and adds razzle-dazzle to any
though it won’t be a record breaker.
ing tough times because groups put
group itinerary.
(The 39 Broadway theaters in 2007-
enough people in the theaters…All the
2008 sold 12.27 million tickets, grossing
producers cherish the group business.”
Despite a slumping economy and some negative publicity about recent show closings, ticket sales are up “sub-
$937.5 million) With Broadway theater a foundation
percent of Broadway audiences.
Carl Prince, vice president of ticket broker Theatre Direct International, re-
stantially” over last year and the current
of the city’s visitor industry, NYC &
ports that Broadway business is slower
season has seen the most openings (43)
Co., in cooperation with the Broadway
this year than last. “And everything
in the past decade, said Charlotte St.
League, launched a new promotional ef-
seems to be last-minute. We’ve been sit-
Martin, executive director of the Broad-
fort to encourage visitors and residents
ting on pins and needles more than in
way League, the national trade associa-
to support Broadway productions. Art-
the past.”
tion for the Broadway industry. Many of
work, depicting both comedy and
20 April 2009
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