NEW YORK—Three new theaters promising low-priced $20 tickets are going up on West 42nd Street. Expanding the New York City’s performing arts industry amidst a gloomy economy, the project is an infrastructure investment for the city, which is pitching in $25 million of the $60 construction cost.
Amidst the noise of the construction, Mayor Michael Bloomberg was joined at the site by Council Speaker Christine Quinn and theater representatives on Tuesday to give a peek at what is to come.
“Art and culture is the heartbeat of New York City, and even though times are tough we can still feel it pulsating here at 42nd Street,” Bloomberg said.
“Everybody is talking doom and gloom around the world, and right here there are real bright lights that are on Broadway,” he said.
The 70,000 square foot project, known as the Signature Center, is being constructed at 10th Ave and 42nd Street, across from the Manhattan Plaza—home to many of the city’s artists, actors, and playwrights.
After enduring the noise of construction until its completion in 2012, the new center will bring some extra jobs to the local performing arts community—up to 400 jobs a year.
“There could be no better spot in the city for the Signature Center than right here,” said Quinn.
The area surrounding Times Square has more theaters than any other location in the city. Quinn added that constructing additional theaters there “sends a message that the artistic community—Broadway and off-Broadway—is not just alive, but is thriving.”
After making the announcement, Bloomberg was joined by Quinn and other speakers in squishing his hand prints into wet cement slabs—a messy, Hollywood-style commemoration of the event.
The theater industry in New York City has had a bumpy ride through the economic recession. Although Broadway has largely held on tight, many off-Broadway shows have not been so lucky.
Aside from the numerous shows struggling to get by, each time Broadway jobs are lost, unemployed musicians and actors flow into the off-Broadway theaters and push out the newcomers to the industry until the next season begins. More than 150 musician jobs were lost since September, following the close of 11 Broadway shows, according to the Huffington Post.
The Signature Center will take a unique approach to help the off-Broadway scene. The three theaters will share a common lobby that is intended to allow actors, musicians, and theatergoers to connect. The “dynamic, shared lobby” will also feature a café and bookstore, according to the center’s fact sheet.
The $20 ticket price for all seats also aims to encourage theatergoers. The nonprofit Signature Theater Company secured funding to make the low ticket prices possible in 2005, and plans to continue the trend once the Signature Center opens its doors.
Intimate theater space is also on the list. One of the theaters will have 299 seats and is based on Signature’s current theater. A courtyard theater will seat 199, while the third theater will be a miniature traditional opera house that will seat 199.
In addition to the theater space, the Signature Center will also include a hotel, retail, and housing. According to Bloomberg, 164 of the 800 housing units in the tower will be affordable housing.
The construction project fits into Bloomberg’s announcement in November of more than $5.3 billion in infrastructure projects. In a Nov. 29 radio address, Bloomberg said not spending on infrastructure in tough economic times is “just shortsighted.”
The city has invested $25 million in the Signature Center project—less than half of the center’s $60 million goal. Another $16 million has been contributed through private funds.
The project has more than 350 construction workers on site and is expected to be completed in early 2012.
Amidst the noise of the construction, Mayor Michael Bloomberg was joined at the site by Council Speaker Christine Quinn and theater representatives on Tuesday to give a peek at what is to come.
“Art and culture is the heartbeat of New York City, and even though times are tough we can still feel it pulsating here at 42nd Street,” Bloomberg said.
“Everybody is talking doom and gloom around the world, and right here there are real bright lights that are on Broadway,” he said.
The 70,000 square foot project, known as the Signature Center, is being constructed at 10th Ave and 42nd Street, across from the Manhattan Plaza—home to many of the city’s artists, actors, and playwrights.
After enduring the noise of construction until its completion in 2012, the new center will bring some extra jobs to the local performing arts community—up to 400 jobs a year.
“There could be no better spot in the city for the Signature Center than right here,” said Quinn.
The area surrounding Times Square has more theaters than any other location in the city. Quinn added that constructing additional theaters there “sends a message that the artistic community—Broadway and off-Broadway—is not just alive, but is thriving.”
A Struggling Industry
After making the announcement, Bloomberg was joined by Quinn and other speakers in squishing his hand prints into wet cement slabs—a messy, Hollywood-style commemoration of the event.
The theater industry in New York City has had a bumpy ride through the economic recession. Although Broadway has largely held on tight, many off-Broadway shows have not been so lucky.
Aside from the numerous shows struggling to get by, each time Broadway jobs are lost, unemployed musicians and actors flow into the off-Broadway theaters and push out the newcomers to the industry until the next season begins. More than 150 musician jobs were lost since September, following the close of 11 Broadway shows, according to the Huffington Post.
The Signature Center will take a unique approach to help the off-Broadway scene. The three theaters will share a common lobby that is intended to allow actors, musicians, and theatergoers to connect. The “dynamic, shared lobby” will also feature a café and bookstore, according to the center’s fact sheet.
The $20 ticket price for all seats also aims to encourage theatergoers. The nonprofit Signature Theater Company secured funding to make the low ticket prices possible in 2005, and plans to continue the trend once the Signature Center opens its doors.
Intimate theater space is also on the list. One of the theaters will have 299 seats and is based on Signature’s current theater. A courtyard theater will seat 199, while the third theater will be a miniature traditional opera house that will seat 199.
Infrastructure Initiatives
In addition to the theater space, the Signature Center will also include a hotel, retail, and housing. According to Bloomberg, 164 of the 800 housing units in the tower will be affordable housing.
The construction project fits into Bloomberg’s announcement in November of more than $5.3 billion in infrastructure projects. In a Nov. 29 radio address, Bloomberg said not spending on infrastructure in tough economic times is “just shortsighted.”
The city has invested $25 million in the Signature Center project—less than half of the center’s $60 million goal. Another $16 million has been contributed through private funds.
The project has more than 350 construction workers on site and is expected to be completed in early 2012.
