NEW YORK—Ticket sales at TKTS booths in the city are unaffected by the sluggish economy, according to Victoria Bailey, executive director of the Theatre Development Fund (TDF), the nonprofit behind the TKTS booths. People are more likely to turn to discount tickets as their wallets are hit hard, while the city’s thriving tourism industry has also provided a boost.
“Our members need our services more than ever,” said Bailey. “They don’t have as much money, but they haven’t stopped going to the theater because they value it.”
The three TKTS booths sold 1.66 million tickets in fiscal year 2010-2011, returning $109 million to participating productions. TDF’s membership program sold 650,000 tickets in fiscal year 2010-11, returning $16.6 million to productions.
“The philanthropic environment has been very challenging, but the ticket environment not so much for us,” said Bailey.
Broadway set all-time attendance and revenue records in the 2010-11 season. Gross sales are just over $1 billion with more than 12.5 million in total attendance, according to data from The Broadway League.
TKTS booths operate by selling same day tickets to undersold shows. Revenues are then returned to the productions. The membership program makes discount tickets available to certain groups, including students and teachers, union members, and retirees, among others.
The first TKTS booth opened in Times Square in 1973. Since then, booths in South Street Seaport and Downtown Brooklyn have been added.
The hardest part for Bailey is sustaining interest in theater. Although new media is a way to attract audiences, it can also draw people away from traditional entertainment.
“I think theater has become less important culturally in the last 30 years. I think people know less about it,” said Bailey.
Friends Read Free