The lights are bright, the talent is extraordinary and the sales have hit center stage as NYC Tourism + Conventions kicked off its annual two-for-one ticket sales to 24 Broadway shows during Broadway Week. Founded by the NYC Campaign in 2011 and produced by NYC Tourism + Conventions and The Broadway League, Broadway Week has become an annual tradition, offering twice-a-year two-for-one Broadway tickets to celebrate the history of New York City, and provide accessibility to all audiences. The sales ran from Monday, Sept 8 – Sunday, Sept 21, and will continue in the spring of next year from Wednesday, Jan 21 – Monday, Feb 9, in the heart of the theater district.
NYC Tourism + Conventions, the official tourism and advertising organization for all five boroughs in New York, aims to make visits and experiences more affordable for tourists and profitable for businesses. The Broadway League, founded in 1930, is the national trade association for Broadway, whose mission is to sustain the inclusive nature of the theater industry while providing the most affordable options to the less regular theatergoers. This organization also runs eclectic programs to the diverse community of Broadway; those programs include Kids’ Night on Broadway, iViva! Broadway, The Jimmy Awards/National High School Musical Theatre Awards, Broadway Bridges and are co-presenters of the Tony Awards.
Before Broadway Week’s initial start date in 2011, around this time of year, Broadway theaters generate less ticket sales, so as a result, there are fewer audience members to fill the house every night. This program was created to offer a more affordable option to a wider audience, but also to bring in that audience, especially during a time of year when the Broadway theaters have many empty seats. The University students are loving the deals.
“I think it’s great for accessibility cause I feel like everyone should be able to surround themselves with live theater,” Maxim Verdicchio, a first-year Film and Media major said.”It’s a great education opportunity, and the more that you’re able to have access to it, the more you get to see another part of education in my personal experience.”
The sales have worked over the last few years. Broadway Week has given rise to $196 million in revenue and sold more than 2,700,000 tickets since 2011. Additionally, as a special 400th anniversary celebration of the history of New York, Mayor Eric Adams and the Adams Administration hosted a live concert in Times Square with performances from 23 Broadway shows on Sept. 7, the day before Broadway Week began. Musical Theatre major and first-year student Milo Stuart had the chance to see these performances.
“It was a bunch of performers…..doing songs or group numbers …there was ‘Death Becomes Her,’ ‘Hell’s Kitchen,’ ‘Lion King,’ even plays, they were doing scenes,” Stuart said.
Those shows that performed at Times Square, and had those star-stunning deals, included “Aladdin,” “& Juliet,” “Chicago,” “The Great Gatsby,” “Just in Time,” “Mama Mia,” “The Lion King,” “Maybe Happy Ending” and so much more.
At the heart of it, Broadway Week was about keeping the integrity and inclusivity of the Broadway culture, and since Broadway tickets have increased sales rapidly at an unaffordable price, Broadway week was a reminder that a show can be seen by all. It was also a way to celebrate the history of New York City and lift the curtain to reveal that anything can happen in the Big Apple.
