Well, I never thought I’d see the day, but alas, a Broadway audience rewards program has finally arrived!
Yep, you read that correctly, the Nederlander Organization, one of the largest operators of live theatre in the world, owner of numerous Broadway theatres and producer of many shows, has just introduced an audience rewards program for Broadway theatregoers.
According to an article in the New York Times, stage one of the program is rewarding patrons with discounts and free offers, but future stages of the program may well be similar to frequent flyer miles and credit card points-based systems where the more theatre you see, the more you will be rewarded with tickets and other goods.
Early indications from other important parties, such as The League of American Theatres and Producers, seem positive. We’ll have to see how it pans out in the coming months. If successful, I suppose in a few years, audience rewards for Broadway theatre patrons may well be commonplace.
It was only a matter of time….