Revenue / 05.30.19

This NYC Theater Set Ticket Prices at $35 and Sold a Million of Them

Access Staff

Fast Company (05/22/19) Zara, Christopher

New York City's Signature Theatre Company hosts the Signature Ticket Initiative, a 14-year-old program offering unlimited access to ultra-affordable theater prices, currently held at $35 a seat. The company recently celebrated its one millionth ticket sold, and nearly 60 percent of Signature's audience are members of two-person households that make less than $100,000 a year. In comparison, a typical Broadway-goer comes from a two-person household that pulls in more than twice as much income, according to the Broadway League. Furthermore, nearly 33 percent of Signature's audiences are younger than 50, 28 percent are people of color, and 15 percent of ticket buyers last season were newcomers. "We don't think that price should be a barrier to entry for the arts and culture," argues Signature executive director Harold Wolper. The company's program is subsidized with donations from the audience and institutional partners, including the Pershing Square Foundation. Adding to the venue's appeal beyond ticket pricing are productions that speak to diverse audiences.

Read the full article on Fast Company. 

Tags: Theater , News , Musicals