THE DEMOGRAPHICS OF THE BROADWAY AUDIENCE
2018–2019 T HE DEMOGRAPHICS OF THE BROADWAY AUDIENCE 2018–2019 THE BROADWAY LEAGUE KAREN HAUSER
NOVEMBER 2019 ©THE BROADWAY LEAGUE ISBN 978-0-9973744-8-3 CONTENTS
729 SEVENTH AVENUE T 212-764-1122 5TH FLOOR F 212-944-2136 NEW YORK, NY 10019 BROADWAYLEAGUE.COM
Charlotte St. Martin President I Introduction and Summary Board of Governors November 2019 I Introduction and Summary Foreword 4 Foreword 4 Thomas Schumacher Executive Summary 5 Chairman Dear Colleague, Executive Summary 5 Gina Vernaci Vice Chair of the Road We are pleased to share with you The Demographics of the Elliot Greene II Demographics of the Broadway Audience Secretary/Treasurer Broadway Audience for the 2018–2019 season. Our audiences Place of Residence 8 Robert E. Wankel have continued to grow, and admissions have reached an all- II Demographics of the Broadway Audience Immediate Past Chairman time high of 14.8 million! Gender 16 Place of Residence 8 Richard Baker Age 18 Moreover, our shows are attracting people from all over the Gender 16 Meredith Blair Ethnic Background 22 Michael Brand world. This season, foreign visitors accounted for 2.8 million Maggie Brohn Age 18 admissions. This international component is especially excit- Education 25 Stephen Byrd Ethnic Background 22 Jeff Chelesvig ing, as visitors from farther away tend to stay longer and spend Annual Household Income 28 Robert Cole Education 25 Jeff Daniel more money in the city, supporting our mission to make Broad- Frequency of Attendance 30 Ken Davenport way the greatest tourist attraction in the area. Our recently Annual Household Income 28 Michael David Making the Purchasing Decision 32 John Ekeberg formed International Committee is working to figure out how to Frequency of Attendance 30 Nina Essman best market to these visitors both before and after they arrive Paying for Theatre Tickets 33 Charles Flateman Making the Purchasing Decision 32 Sue Frost in New York. Method of Ticket Purchase 34 Tom Gabbard Paying for Theatre Tickets 33 Hal Goldberg This season we welcomed 3.4 million admissions by those Date of Ticket Purchase 36 John Gore MethodSources of Ticket for Theatre Purchase Information 3834 Barry Grove under age 25. We are continuing to encourage young theatre- Todd Haimes goers through our programs like Broadway Bridges® and Kids’ DateTheatregoing of Ticket Purchase Companions 4436 Colleen Jennings- Night on Broadway®. Roggensack SourcesTheatregoing for Theatre in InformationChildhood 4638 Susie Krajsa Hal Luftig Furthermore, we are happy to note that 3.8 million admissions Theatregoing Companions 44 Aaron Lustbader were by non-Caucasian theatregoers, as we attempt to further Kevin McCollum Theatregoing in Childhood 46 diversify our audiences with various programs including Viva James L. Nederlander III Appendices Joseph Z. Nederlander Broadway, Let’s Do Broadway, My Broadway Story, and other Al Nocciolino Alecia Parker initiatives with multiple goals. Methodology 52 Joey Parnes Sample Questionnaire 54 Eva Price One final positive note is that theatregoers are buying tickets Lauren Reid III Appendices Acknowledgements 56 David Richards farther in advance than in previous years, giving producers Jordan Roth some extra cushion in the bank. Methodology 52 Nick Scandalios Jeffrey Seller Sample Questionnaire 54 Philip J. Smith We hope this analysis is useful to you in marketing your shows, Joan Squires and we thank you for your participation. Acknowledgements 56 David Stone Tom Viertel Sincerely, Barry Weissler Barbara Whitman Charlotte Wilcox Allan Williams Beth Williams Charlotte St. Martin Counsel Jeffrey A. Horwitz, Esq. President Bernard M. Plum, Esq.
2 The Broadway League CONTENTS
I Introduction and Summary I Introduction and Summary Foreword 4 Foreword 4 Executive Summary 5 Executive Summary 5
II Demographics of the Broadway Audience Place of Residence 8 II Demographics of the Broadway Audience Gender 16 Place of Residence 8 Age 18 Gender 16 Ethnic Background 22 Age 18 Education 25 Ethnic Background 22 Annual Household Income 28 Education 25 Frequency of Attendance 30 Annual Household Income 28 Making the Purchasing Decision 32 Frequency of Attendance 30 Paying for Theatre Tickets 33 MakingMethod the Purchasing of Ticket Purchase Decision 3432 PayingDate for of Theatre Ticket TicketsPurchase 3633 MethodSources of Ticket for Theatre Purchase Information 3834 DateTheatregoing of Ticket Purchase Companions 4436 SourcesTheatregoing for Theatre in InformationChildhood 4638 Theatregoing Companions 44 Theatregoing in Childhood 46 III Appendices Methodology 52 Sample Questionnaire 54 III Appendices Acknowledgements 56 Methodology 52 Sample Questionnaire 54 Acknowledgements 56
The Demographics of the Broadway Audience 2018–2019 3 FOREWORD
Broadway shows drew a record- breaking 14.8 million admissions during the 2018–2019 season, by people from all over the world. This report profiles those people, their demographic attributes, and their theatregoing and marketing preferences.
Broadway Admissions1
15 14.77 13.79 13.32
14 13.27 13.10 12.53 12.33 12.31 13 12.27 12.21 12.15 12.00 11.90 11.89 11.67 11.61 11.57 11.53 11.48 11.42 12 11.39 10.95
11 10.57
10 9.47 9.04 9 8.14 8.12 8.04 7.95 7.86 7.38 7.32
8 7.25 7.05
7 6.54 Millions of Tickets Tickets of Millions 6 5 4 3 2 1 0
Broadway Season 1
1 Source: The Broadway League collects admissions data on a weekly basis from the theatre owners. Because the Broadway season is a 52-week period, running approximately from the beginning of June through end of May, it is comprised of 364 days, as opposed to the 365-day calendar year. Therefore, every seven years, we must add a week to the Broadway season in order to keep consistent with the calendar. On the above graph, all 53-week seasons are marked with an asterisk and a lighter shade of purple.
4 The Broadway League EXECUTIVE SUMMARY
•• In In thethe 2018–20192018–2019 season,season, BroadwayBroadway •• PlaygoersThe average tended number to be of moreattendances frequent showsshows welcomedwelcomed 14.814.8 millionmillion theatregoersby the Broadway than theatregoer musical attendees. was admissions,admissions, anan all-timeall-time high.high. The4.4 intypical the past straight-play year. The attendeegroup of saw •• Approximately Approximately 35%35% of of those those sevendevoted shows fans inwho the attended past year; 15 the or attendancesattendances werewere byby peoplepeople fromfrom thethe musicalmore performances attendee, four. comprised only NewNew YorkYork City City metropolitan metropolitan area. area. • Respondents5% of the audience, reported but having accounted paid an averagefor 28% of all$145.60 tickets per (4.15 ticket. million •• Sixty-five Sixty-five percentpercent ofof admissionsadmissions were admissions). weremade made by tourists: by tourists: 46% from46% fromthe United the • Fifty-nine percent percent of • Playgoers tended to be more UnitedStates States(but outside (but outside New York New City York and respondents said they purchased their frequent theatregoers than musical Cityits suburbs) and its suburbs) and 19% andfrom 19% other from tickets online. attendees. The typical straight-play othercountries. countries. • Theattendee average saw reported seven shows date ofin ticketthe •• This This representsrepresents thethe highesthighest numbernumber of purchasepast year; for the a musicalBroadway attendee, show was four. 47 ofattendances attendances by by foreign foreign visitors visitors in in days before the performance, four days history— 2.8 million. • Respondents reported having paid an history— 2.8 million. moreaverage than of the $145.60 previous per season.ticket. • Sixty-eight percent of the audiences • Sixty-eight percent of the audiences • Google was the most common initial were female. • Fifty-nine percent of respondents were female. sourcesaid they theatregoers purchased namedtheir tickets when they • The average age of the Broadway • The average age of the Broadway wereonline. asked where they looked for theatregoer was 42.3 years old. This theatregoer was 42.3 years old. This information about Broadway shows. average has hovered between 40 • The average reported date of ticket average has hovered between 40 and Ticketmaster and Broadway.com and 45 years old for the past two purchase for a Broadway show was 45 years old for the past two decades. followed Google. decades. 47 days before the performance, • Twenty-twofour days earlier percent than said the that previous they relied •• Along Along withwith thethe overalloverall growthgrowth in attendances, the number of admissions primarilyseason. on word-of-mouth from people in attendances, the number of they knew. admissionsby non-Caucasian by non-Caucasian theatregoers reached • Google was the most common theatregoersa record high reached of 3.8 million. a record high • Mostinitial theatregoers source theatregoers attended named in pairs or •of Of 3.8 theatregoers million. age 25 or older, 81% smallwhen groups they were of family asked or where friends. they looked for information about • Ofhad theatregoers completed collegeage 25 andor older, 41% had81% • The vast majority of current theatregoers earned a graduate degree. hadBroadway some connectionshows. Ticketmaster to theatregoing and as had completed college and 41% had Broadway.com followed Google. •earned The average a graduate annual degree. household income a child. • Twenty-two percent said that they of the Broadway theatregoer was • The average annual household relied primarily on word-of-mouth $261,000. income of the Broadway theatregoer from people they knew. •was The $261,000.average number of attendances by • Most theatregoers attended in pairs the Broadway theatregoer was 4.4 in or small groups of family or friends. the past year. The group of devoted fans who attended 15 or more • The vast majority of current performances comprised only 5% of the theatregoers had some connection to audience, but accounted for 28% of all theatregoing as a child. tickets (4.15 million admissions).
The Demographics of the Broadway Audience 2018–2019 5 6 The Broadway League T HE DEMOGRAPHICS OF THE BROADWAY AUDIENCE 2018–2019
The Demographics of the Broadway Audience 2018–2019 7 PLACE OF RESIDENCE
In the 2018–2019 season, Broadway In fact, the number of theatre visits by shows collected 14.8 million international tourists was the highest admissions. in recorded history, reaching 2.8 million. Approximately 20% of those attendances were by people from New York City. Another 16% lived in the surrounding suburbs.
Forty-six percent were visitors from the rest of the United States and 19% came from foreign countries.
Geographic Breakdown of the Broadway Audience
100% 4.8% 5.7% 10.1% 9.7% 11.6% 9.3% 10.7% 11.3% 11.0% 15.5% 15.3% 16.5% 14.1% 17.5% 17.5% 15.2% 14.8% 18.9% 90% 20.6% 18.4% 22.5% 20.9% 80% 29.4% 46.0% 37.1% 49.3% 70% 46.9% 44.8% 49.7% 49.3% 45.6% 46.1% 47.6% 45.6% 47.7% 60% 49.7% 49.2% 42.2% 45.0% 49.2% 45.1% 46.1% 43.5% 48.8% 50% 35.6% 40% 30.4% 26.9% 26.0% 24.4% 27.3% 24.4% 17.8% 30% 22.9% 21.5% 19.4% 20.7% 21.2% 19.5% 17.7% 17.6% 15.5% Percent of Admissions 18.3% 18.7% 17.1% 15.6% 14.6% 20% 22.4% 25.4% 22.3% 21.5% 10% 17.6% 19.4% 17.7% 16.7% 17.9% 19.0% 16.5% 16.8% 17.8% 16.8% 17.1% 17.1% 17.0% 15.7% 17.7% 19.7% 19.9% 19.5% 0%
Broadway Season
NYC NYC Suburbs Other U.S. Other Country
8 The Broadway League PLACE OF RESIDENCE
% of Admissions
New York City 19.5%
Manhattan 11.0%
Other NYC Borough 8.5%
Suburbs 15.5%
Long Island 5.7%
Westchester/Rockland county 3.0%
Northern New Jersey (Bergen, Essex, Hudson, Middlesex, Morris, Passaic, Somerset, Union) 6.8%
Domestic 46.1% o Northeast • Other New York State county 2.2%
• Other New Jersey 3.3%
• Pennsylvania 3.7%
• Connecticut 2.5%
• Massachusetts 2.2%
• Other Northeast (ME, NH, RI, VT) 0.8% 5.4% o Midwest (IA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI) o South • Texas 3.5%
• Florida 3.0%
• Other South (AL, AR, DC, DE, GA, KY, LA, MD, MS, NC, OK, PR, SC, TN, VA, WV) 9.6% o West • California 5.6%
• Other West (AK, AZ, CO, HI, ID, MT, NM, NV, OR, UT, WA, WY) 4.3% International 18.9%
Canada 3.1%
United Kingdom 2.9%
Other Europe 4.2%
Asia / Middle East / India 3.1%
Central or South America 3.6%
Australia or New Zealand 1.7%
Africa 0.3%
The Demographics of the Broadway Audience 2018–2019 9 PLACE OF RESIDENCE
Broadway Admissions
15,000,000 2.79 million 2.04 million 1.11 million 2.02 million 2.33 million 0.651 million 2.29 million 1.77 million 0.526 million 1.91 million 1.32 million 1.88 million 1.13 million 2.27 million 1.16 million 1.24 million 1.96 million 2.55 million 1.30 million 2.49 million 1.32 million 10,000,000 2.60 million 3.43 million 6.81 million 6.58 million 6.05 million 4.26 million 6.01 million 5.58 million 5.63 million 5.47 million 5.04 million 5.97 million 6.44 million 5.11 million 5.11 5.77 million 5.69 million 5.69 6.12 million 6.12 6.04 million 5.55 million million 5.55 5.48 million 5.14 million 5.14 5.97 million Number of Admissions 5.03 million
5,000,000 4.15 million 4.15 3.49 million 3.49 2.36 million 2.29 million 2.43 million 2.95 million 2.35 million 2.35 2.90 million 2.93 million 2.93 3.12 million 2.96 million 2.66 million 2.05 million 2.41 million 2.36 million 2.36 2.48 million 2.66 million 2.46 million 2.29 million 2.25 million 1.97 million 1.79 million 2.96 million 2.85 million 2.74 million 2.88 million 2.63 million 2.57 million 2.44 million 2.44 2.32 million 2.31 million 2.11 million 2.28 million 2.16 million 2.16 2.14 million 1.97 million 1.91 million 2.06 million 2.05 million 2.03 million 2.03 2.02 million 1.94 million 1.94 2.00 million 2.00 million
0
Broadway Season
NYC NYC Suburbs Other U.S. International
10 The Broadway League PLACE OF RESIDENCE
The number of domestic and foreign tourists coming to New York City has been on the rise for the past several years.
60 Domestic Visitors to NYC2
50
40
30 53.0 million 51.5 million 49.7 million 47.8 million 46.2 million 44.5 million 42.8 million 41.8 million 40.3 million 39.0 million 37.1 million million 37.1 20 37.5 million 37.0 million 36.5 million 35.8 million Millions of Visitors 33.8 million 33.0 million 30.2 million 30.2 29.8 million 29.5 million 29.4 million 27.1 million
10
International Visitors to NYC3
15 14 13 12 11 10 9 8 7 6 13.9 million 13.6 million 13.1 million
5 12.7 million 12.3 million 12.0 million 12.0 11.5 million
4 10.9 million 10.6 million 9.7 million 9.5 million Millions of Visitors 8.8 million 3 8.6 million 7.3 million 7.3 6.8 million 6.8 million 2 6.6 million 6.2 million 6.0 million 5.7 million 5.1 million 5.1 1 4.8 million 0
Calendar Year 2, 3 Source: NYC & Company (2019 forecasted)
The Demographics of the Broadway Audience 2018–2019 11 PLACE OF RESIDENCE
There were some noticeable This may be because foreign visitors differences in the places of residence are more likely to go to the box office of the people who responded to or TKTS (and pay cash) than domestic surveys in the theatres vs. the zip theatregoers. code data collected by the ticket services from phone and internet sales. Moreover, the ticketing service data does not capture the wholesale online business, which is a significant Data collected from audience outlet for international visitors. members in the theatres indicated a higher proportion of foreign tourists, but a lower proportion of Finally, the ticket services record the suburbanites and domestic visitors. geography of purchaser, while the League data represents the actual attendees. These may not always be the same people.
Geographic Composition as Reported by Audience vs. Ticket Agency
100% 6.4% 90% 18.9%
80%
70% 52.3% 60% 46.1%
50%
40%
Percent of Admissions 30% 20.2% 15.5% 20%
10% 19.5% 21.1%
0% Audience Reported Ticket Services
NYC Suburbs Other U.S. Other Country
12 The Broadway League PLACE OF RESIDENCE
Musicals appealed more to tourists than did plays. Visitors to New York City comprised 68% of the audience at musicals, but only 52% of the audience at plays.
Geographic Composition of the Audience by Type of Show 100% 8.0% 90% 21.2%
80%
70% 43.9%
60% 47.0% 50%
40% 17.0%
30%
Percent of Admissions 14.7% 20% 31.1% 10% 17.1%
0% Musical Audience Play Audience
NYC Suburbs Other U.S. Other Country
The Demographics of the Broadway Audience 2018–2019 13 PLACE OF RESIDENCE
New shows had more local attendees The geographic composition of the than longer-running shows. audience also varied by performance time. This is not surprising as it takes time to generate word-of-mouth and then Weekdays saw a higher percentage time for visitors to plan trips. of city theatrgoers; suburbanites were most prevalent at matinees; domestic visitors, weekends; and foreign tourists, weekday evenings. Tourists were more likely to attend in summer or fall than winter or spring.
Geographic Composition of the Audience by Length of Show’s Run4–7
100% 8.6% 11.9% 16.3% 30.0% 80% 34.9%
60% 51.5% 53.3% 43.8% 24.1% 40%
16.0% 14.1%
Percent of Admissions 20% 11.7% 32.5% 20.4% 16.3% 14.4% 0% Less Than 4 Months 4–12 Months 1–3 Years More Than 3 Years
NYC Suburbs Other U.S. Other Country
4 Productions “Less Than 4 Months” included: Ain't Too Proud; All My Sons; American Son; Be More Chill; Bernhardt/Hamlet; Burn This; Choir Boy; Frozen; Head Over Heels; Ink; Kiss Me, Kate; Oklahoma!; Ruben & Clay’s First Annual Christmas Carol Family Fun Pageant Spectacular Reunion Show; Straight White Men; The Boys in the Band; The Illusionists–Magic of the Holidays; The Lifespan of a Fact; The Nap; The Prom; Travesties; and True West
5 Productions “4–12 Months” included: Harry Potter and the Cursed Child, Parts One and Two; King Kong; Mean Girls; My Fair Lady; Network; Once on This Island; Pretty Woman The Musical; SpongeBob SquarePants; Summer; The Cher Show; and The Ferryman
6 Productions “1–3 Years” included: A Bronx Tale The Musical; Anastasia; Come From Away; Dear Evan Hansen; School of Rock–The Musical; The Band's Visit; The Play That Goes Wrong; and Waitress
7 Productions “More Than 3 Years” included: Aladdin; Beautiful–The Carole King Musical; Chicago; Hamilton; Kinky Boots; The Book of Mormon; The Lion King; The Phantom of the Opera; and Wicked
14 The Broadway League PLACE OF RESIDENCE
Geographic Composition of the Audience by Season
100%
15.2% 17.7% 21.5% 20.1%
80%
42.8% 60% 45.0% 48.0% 48.0%
40%
Percent of Admissions 19.8% 14.6% 12.0% 16.2% 20%
19.8% 22.4% 22.9% 14.4% 0% Summer Fall Winter Spring
Geographic Composition of the Audience by Performance Time
100% 10.1% 9.3% 17.8% 28.1% 80%
46.8% 48.9% 60% 51.0% 40.3%
40%
Percent of Admissions 23.3% 23.5% 10.9% 12.6% 20%
20.0% 20.7% 18.1% 18.6%
0% Weekday Matinee Weekday Evening Weekend Matinee Weekend Evening
NYC Suburbs Other U.S. Other Country
The Demographics of the Broadway Audience 2018–2019 15 GENDER
For the past several seasons, approximately two-thirds of all attendees have been female.
Gender Breakdown8 0.7% 100% 0.5% 90%
80% 31.7% 31.7% 32.1% 34.1% 34.1% 32.6% 33.7% 33.0% 33.8% 34.9% 35.3% 36.3% 36.4% 37.0% 37.0% 36.6% 37.4% 37.2% 37.7% 39.0% 31.2% 70% 33.4% 60% 50% 40% 30% 68.3% 68.3% 68.3% 67.9% 67.4% 67.0% 65.1% 66.3% 66.2% 65.9% 65.9% 65.9% 64.7% 63.7% 63.4% 63.6% 63.0% 63.0% 62.8% 62.6% 61.0% 20% 62.3% 10%
Percent of Admissions 0%
Broadway Season
Female Male Other
8 The “Other” category was added in the 2017–2018 season for those who do not identify with either male or female gender types.
16 The Broadway League GENDER
In the 2018–2019 season, Gender Broadway U.S. Audience/Census there were over ten million Audience Population9 Index admissions by female attendees and 4.6 million by Female 68.3% 51.0% 133.9% male attendees. The ratio of females in the Male 31.2% 49.0% 63.7% Broadway audiences was 34% higher than in the United States in general.
Broadway Admissions by Gender
0.07 0.09 14
4.61 12 4.61 4.15 4.41 4.52 4.18 4.37 4.02 3.88 10 4.53 4.48 4.11 4.01 4.25 4.32 4.35 4.15 4.32 4.07 3.71 4.45 4.10 8
6
(millions) 10.09 8.95 8.92 8.75 9.09 4 7.83 8.08 8.04 7.88 8.16 8.31 7.86 8.34 7.23 7.35 6.93 7.54 6.86 7.28 7.29 7.46 7.48 Number of Admissions 2
0
Broadway Season
Female Male Other
9 Source: U.S. Bureau of the Census, Statistical Abstract of the United States
The Demographics of the Broadway Audience 2018–2019 17 AGE
The average age of the Broadway Average Age of the Broadway Theatregoer theatregoer was 42.3 years. 50
45
40
35
30
25
Broadway Audience by Age Group
100% 9.4% 11.7% 7.8% 11.6% 11.9% 11.0% 11.4% 8.8% 11.1% 10.3% 11.7% 13.0% 15.8% 13.7% 13.9% 13.5% 14.9% 16.4% 14.5% 13.9% 15.6% 90% 16.7%
80% 21.3% 22.9% 23.6% 25.3% 25.4% 27.7% 26.2% 27.1% 26.5% 28.8% 27.4% 26.4% 25.3% 24.3% 23.8% 31.2% 27.7% 28.7% 23.6% 70% 31.5% 28.2% 26.7%
60% 28.0% 31.8% 19.0% 18.1% 50% 29.7% 25.0% 28.0% 25.0% 28.7% 25.2% 25.1% 24.6% 22.3% 19.8% 28.0% 25.6% 22.0% 20.1% 19.4% 21.9% 18.9% 21.5% 40% 16.0% 17.1% 17.6%
Percent of Admissions 17.7% 30% 15.7% 15.5% 13.5% 15.8% 16.1% 16.1% 17.6% 16.3% 13.7% 14.1% 14.9% 15.4% 16.2% 16.3% 15.6% 15.1% 13.0% 13.7% 12.9% 20% 11.6% 12.2% 13.8% 10.8% 8.9% 10.3% 10.9% 10.5% 11.5% 14.1% 10.3% 11.2% 10.4% 9.2% 8.5% 9.8% 9.3% 9.1% 11.1% 11.4% 12.2% 10% 15.3% 9.5% 9.5% 10.4% 11.6% 8.9% 11.1% 11.2% 10.4% 9.6% 11.5% 12.4% 10.0% 8.9% 10.4% 9.1% 8.7% 8.6% 8.7% 10.9% 12.4% 12.0% 0%
Broadway Season
Under 18 18–24 25–34 35–49 50–64 65 or Older
18 The Broadway League AGE
The increase in the total number of admissions was reflected with increases in adult theatregoers. However, the two youngest age groups were both the second-highest in recorded history, following last season’s all-time high. Specifically, in the 2018–2019 season, there were 3.43 million admissions made by theatregoers under the age of 25.
Broadway Admissions by Age Group
14 2.30 1.92 1.92 12 2.14 2.22 1.37 1.26 1.72 1.38 1.06 1.42 1.71 1.82 1.08 1.38 0.89 1.36 1.28 1.31 1.89 1.56 3.49 1.42 3.28 10 3.22 2.44 2.61 3.32 3.23 3.32 3.55 2.75 3.02 2.95 3.21 3.91 3.42 3.71 3.29 3.16 2.93 3.50 8 2.90 3.74 2.50 2.92 2.52 3.65 3.19 3.10 3.08 2.58 6 3.46 2.97 3.25 3.44 2.99 2.71 2.58 2.48 (millions) 2.88 2.75 2.46 3.07 2.92 2.56 2.21 2.63 2.34 4 2.15 1.95 1.87 1.91 1.66 1.92 1.86 2.04 Number of Admissions 2.02 1.64 1.72 1.85 1.73 2.00 1.99 1.90 1.55 1.55 1.78 1.65 1.62 1.65 1.29 1.42 1.37 2 1.58 1.28 1.02 1.20 1.26 1.18 1.40 1.14 1.37 1.63 1.38 1.60 1.19 1.07 0.93 1.11 1.65 2.11 1.77 1.09 1.11 1.18 1.38 0.97 1.27 1.30 1.20 1.15 1.42 1.52 1.21 1.06 1.30 1.12 1.01 1.05 1.14 1.45 0
Broadway Season
Under 18 18–24 25–34 35–49 50–64 65 or Older
The Demographics of the Broadway Audience 2018–2019 19 AGE
International theatregoers were Place of Residence Average Age younger than American patrons. Their average age was 36.8 years, versus NYC 40.2 43.9 years for U.S. residents. NYC Suburbs 45.3 Theatregoers at musicals were younger than playgoers. The average Other U.S. 44.3 age of the musical attendee was 41.2, Other Country 36.8 compared to 47.2 for the play attendee.
Age Ranges for Playgoers vs. Musicalgoers
100% 2.8% 6.6% 90% 11.3% 16.2% 80% 23.0% 70% 26.0% 60%
50% 20.2%
18.1% 40% 17.7% 30% 19.0% Percent of Admissions 20% 11.9%
10% 7.7% 13.1% 6.6% 0% Musical Audience Play Audience
Under 18 18–24 25–34 35–49 50–64 65–74 75 or Older
20 The Broadway League AGE
The Broadway audience was older than the general population of the United States. There may be myriad reasons for this including price, late night hours, and travel logistics, plus many shows are not appropriate for young children.
Broadway Audience/Census Audience U.S. Population10 Index
Under 18 12.1% 24.0% 50.0%
18–24 11.2% 9.9% 113.1%
25–34 17.7% 13.3% 133.8%
35–49 19.8% 20.7% 95.7%
50–64 23.6% 19.0% 124.2%
65 or older 15.6% 13.1% 119.1%
10 Source: U.S. Bureau of the Census, Statistical Abstract of the United States
The Demographics of the Broadway Audience 2018–2019 21 ETHNIC BACKGROUND
The majority of the Broadway audience continues to be Caucasian, indicating the continual need for diversity outreach. Although proportions didn’t vary drastically from the previous season, because the overall number of admissions increased, the number of theatre visits by people of color was record high.
Ethnic Background of the Broadway Audience
100% 4.3% 4.5% 4.2% 4.1% 4.5% 4.3% 7.8% 7.5% 8.1% 7.4% 6.3% 5.8% 5.5% 9.7% 10.6% 9.0% 8.9% 8.4% 9.8% 9.4% 11.4% 6.0% 5.9% 6.0% 7.1% 7.1% 4.8% 5.7% 7.6% 8.2% 8.0% 90% 3.6% 4.9% 4.5% 4.7% 5.7% 5.9% 6.9% 4.7% 5.5% 5.7% 6.5% 6.4% 5.7% 3.8% 3.4% 3.2% 3.0% 4.0% 6.6% 7.3% 4.6% 3.5% 3.8% 3.3% 3.2% 8.6% 8.4% 3.7% 3.2% 3.7% 6.1% 4.1% 4.4% 8.5% 8.6% 80% 3.8% 5.1% 1.5% 5.4% 3.5% 2.9% 2.9% 6.7% 6.3% 3.9% 3.4% 3.8% 3.4% 1.9% 2.4% 2.9% 3.9% 70% 2.4%
60%
50%
80.6% 81.4% 82.5% 40% 80.2% 78.8% 80.5% 80.1% 77.8% 77.3% 77.8% 77.8% 79.4% 79.8% 77.3% 74.3% 75.4% 73.7% 76.2% 76.8% 74.6% 74.0%
30% Percent of Admissions
20%
10%
0%
Broadway Season
White Black Asian Hispanic / Latino Middle Eastern / Mixed Race / Other
22 The Broadway League ETHNIC BACKGROUND
The growth in attendances this season was mirrored in the growth of a more diverse audience. More than 3.8 million tickets went to theatregoers of color, the highest number to date. Specifically, admissions by Latino and Asian audience members both reached record highs.
Broadway Admissions by Non-Caucasian Ethnic Groups
4
0.82 0.80 3 0.60 0.57 1.21 1.38 1.15 0.88 0.53 0.54 1.17 1.01 0.51 0.52 1.04 1.14 2 0.95 0.95 0.74 1.04 0.79 0.79 (millions) 0.68 0.88 0.72 0.70 0.82 0.71 0.66 1.04 1.27 0.46 0.80 1 0.55 0.39 0.71 0.97 1.11 1.17 Number of Admissions 0.78 0.75 0.40 0.73 0.77 0.44 0.35 0.47 0.84 0.77 0.50 0.61 0.67 0.49 0.58 0.50 0.57 0.37 0.44 0.29 0.40 0.40 0.45 0.40 0 0.19
Broadway Season
Black Asian Hispanic / Latino Middle Eastern/Mixed Race / Other
The Demographics of the Broadway Audience 2018–2019 23 ETHNIC BACKGROUND
Theatregoers from New York City and In comparison to their respective foreign countries were more diverse proportions in the United States than other Americans. overall, the mixed-race and Asian segments of the population were most over-represented in the Broadway audience, whereas black audience members, followed by Hispanic/Latino members, were most under-represented.
Domestic International Ethnicity New York City NYC Suburbs Visitors Visitors
Asian 11.0% 7.5% 6.1% 15.0%
Black 7.0% 3.9% 3.6% 1.9%
Hispanic/Latino 9.7% 7.3% 6.2% 11.9%
Middle Eastern / Mixed Race or Other 7.4% 6.2% 3.9% 8.2%
Caucasian 69.1% 78.4% 82.9% 66.1%
Audience/Census Broadway Audience U.S. Population11 Index
Asian 8.6% 5.7% 151.4%
Black 3.9% 12.3% 31.7%
Caucasian 74.0% 61.0% 121.3%
Hispanic/Latino 8.0% 18.0% 44.2%
Mixed Race or Other 5.5% 3.0% 183.3%
11 Source: U.S. Bureau of the Census, Statistical Abstract of the United States
24 The Broadway League EDUCATION
Educational attainment levels of Broadway theatregoers have stayed fairly consistent over the years. The audience remains a very well- educated group, with 81% of those aged 25 or older having completed college, and 41%, having completed graduate school.
Highest Level of Education Completed by Broadway Theatregoers (Age 25 or Older)
100% 3.9% 4.3% 4.3% 4.0% 4.8% 5.0% 4.0% 5.2% 5.4% 6.0% 4.7% 4.3% 4.6% 5.8% 4.3% 4.6% 3.8% 4.3% 4.3% 4.5% 90%
80% 33.7% 35.8% 33.7% 36.4% 34.8% 36.0% 39.5% 36.3% 35.7% 35.9% 39.3% 39.3% 37.8% 36.0% 38.5% 38.7% 40.3% 39.0% 41.0% 40.8% 70%
60% 8.8% 8.9% 9.5% 9.4% 8.3% 8.4% 6.8% 6.3% 8.6% 7.6% 7.4% 8.4% 7.2% 7.0% 6.6% 6.7% 5.8% 50% 8.2% 6.1% 6.1%
40% 29.6% 30.0% 28.6% 28.7% 29.5% 29.5% 31.3% 31.4% 30.0% 30.1% 30.2% 30.9% 32.3% 29.6% 30.4% 32.8% 33.4% 34.7% 30% 34.1% 34.5% Percent of Admissions
20% 11.6% 14.7% 13.9% 14.1% 11.8% 11.4% 14.9% 12.6% 12.4% 12.7% 12.9% 11.1% 9.8% 11.7% 10.2% 11.2% 10% 9.3% 10.0% 8.4% 8.6% 6.7% 9.7% 8.5% 8.1% 8.7% 8.1% 7.6% 7.5% 7.7% 8.8% 7.0% 7.9% 8.5% 9.1% 7.2% 6.8% 6.5% 6.2% 6.1% 5.4% 0%
Broadway Season
Completed HS or Less Some College Completed College Some Grad School Completed Grad School Vocational Degree
The Demographics of the Broadway Audience 2018–2019 25 EDUCATION
Broadway theatregoers had completed more schooling than average Americans. Eighty-one percent of the Broadway audience finished college and 41% had some kind of advanced education, compared to 33% and 13% of the United States population.
Highest Level of Audience/Census Education Completed Broadway Audience U.S. Population12 Index (age 25 or older)
Some HS or Less 1.1% 11.0% 10.0%
Completed HS 4.3% 28.8% 14.9%
Some College 8.6% 16.7% 51.5%
Completed College 34.5% 20.8% 165.9%
Advanced Education13 46.9% 12.6% 372.2%
Vocational Degree 4.5% 10.1% 44.6%
12 Source: U.S. Bureau of the Census, Statistical Abstract of the United States 13 “Advanced Education” includes graduate studies and post-college degrees.
26 The Broadway League EDUCATION
Theatregoers at plays had attained Percentage of Theatregoers Holding a College Degree higher levels of education than those (Age 25 or Older) at musicals. Place of Residence Broadway At plays, 91% of audience members Theatregoers held a college degree and 51% held a NYC 87.3% graduated degree, compared to 80% and 39% at musicals. NYC Suburbs 79.8% Other U.S. 83.7% Theatregoers from New York City had completed more education than Other Country 70.4% theatregoers from elsewhere.
Educational Attainment for Playgoers vs. Musicalgoers (Age 25 or Older) 100% 5.1% 2.1%
90%
80% 38.5% 50.9% 70%
60%
5.9% 50%
7.0% 40%
Percent of Admissions 35.1% 30%
32.6% 20%
10% 9.2% 1.0% 5.9% 4.9% 1.3% 0.5% 0% Musical Audience Play Audience
Some High School or Less Completed High School Some College Completed College
Some Grad School Completed Grad School Vocational Degree
The Demographics of the Broadway Audience 2018–2019 27 ANNUAL HOUSEHOLD INCOME ANNUAL HOUSEHOLD INCOME
The average annual household Annual Household Income of the Broadway Audience Broadway theatregoers were more Annual Household Income of the income of the Broadway theatregoer 1.4% 4.4% affluent than Americans in general. Broadway Theatregoer 4.6% Less than $25,000 was approximately $261,200. 7.0% Forty-four percent of the audience 5.2% $25,000 – $49,999 reported an average annual Place of Residence Average Annual 8.2% $50,000 – $74,999 household income of $150,000 or Household Income $75,000 – $99,999 above, compared to eleven percent 8.4% New York City $265,648 11.0% $100,000 – $149,999 of the U.S. population. NYC Suburbs $299,259 $150,000 – $249,999 Theatregoers from the suburbs of $250,000 – $349,999 Other U.S. $266,361 11.2% New York City continue to report 20.1% $350,000 – $499,999 higher annual household income Other Country $212,437 $500,000 – $749,999 levels than theatregoers from other $750,000 – $999,999 18.7% places. $1,000,000 or More Playgoers were reportedly more affluent than musical attendees ($288,260 versus $255,626).
Annual Household Income of the Broadway Audience 14, 15
100% 3.4% 6.4% 7.0% 3.9% 9.9% 10.3% 10.4% 7.3% 10.1% 10.1% 11.5% 10.4% 8.6% 26.5% 26.9% 26.5% 8.4% 10.5% Annual Household Income of the Broadway Audience vs. U.S. Population 30.9% 31.1% 30.3% 10.7% 11.0% 33.3% 35.5% 34.5% 12.0% 11.8% 11.8% 13.2% 13.6% 80% 30.4% 14.6% 17.7% 17.1% 16.7% Annual Household Broadway Audience/Census 18.0% 19.2% 18.9% 18.6% U.S. Population16 16.4% 17.5% 16.8% 18.7% 20.1% Income Audience Index 60% 17.8% 19.5% 17.1% 18.6% 17.5% 16.2% 19.3% 18.5% 20.0% 18.2% 19.6% 14.8% 17.7% 16.7% 18.1% 17.9% Less than $25,000 7.0% 23.5% 29.8% 15.5% 14.6% 17.8% 16.1% 13.4% 18.7% 13.8% 14.0% 13.1% 13.8% 40% 13.6% 13.4% 12.0% 12.5% 13.0% 13.0% 16.9% 12.7% 12.1% 12.3% $25,000 – $49,999 8.2% 23.2% 35.1% 18.1% 17.2% 14.0% 11.5% 11.2% 16.2% 15.1% 13.3% 14.4% 14.4% 13.0% 12.8% 13.4% 13.6% 12.2% 13.1% 11.7% 12.6% 12.5% 10.8% 11.0% 20% 12.1% 11.0% 17.0% 64.4% Percent of Admissions 16.2% 13.6% $50,000 – $74,999 16.7% 14.8% 14.3% 12.0% 13.4% 11.1% 12.4% 9.8% 10.2% 11.1% 9.2% 9.0% 7.9% 8.9% 8.7% 8.3% 8.2% 12.2% 7.5% 8.2% 9.1% 6.9% 8.1% 9.4% 8.7% 8.5% 8.7% 9.0% 8.7% 7.9% 8.6% 10.1% 8.9% 8.4% 8.0% 8.2% 7.0% 11.2% 11.6% 96.8% 0% $75,000 – $99,999
$100,000 – $149,999 18.7% 13.4% 139.5%
Broadway Season $150,000 and Above 44.1% 11.3% 389.2%
Less than $25,000 $25,000 – $49,999 $50,000 – $74,999 $75,000 – $99,999 $100,000 – $149,999 $150,000 –$249,999 $250,000 –$499,999 $500,000 or More
(unadjusted for inflation)
14 Income question was not asked in 2014–2015 16 Source: U.S. Bureau of the Census, Statistical Abstract of the United States 15 “The category $150,000 and Above” was combined before the 2007—2008 season
28 The Broadway League ANNUAL HOUSEHOLD INCOME
Broadway theatregoers were more Annual Household Income of the affluent than Americans in general. Broadway Theatregoer Forty-four percent of the audience reported an average annual Place of Residence Average Annual household income of $150,000 or Household Income above, compared to eleven percent New York City $265,648 of the U.S. population. NYC Suburbs $299,259 Theatregoers from the suburbs of New York City continue to report Other U.S. $266,361 higher annual household income Other Country $212,437 levels than theatregoers from other places. Playgoers were reportedly more affluent than musical attendees ($288,260 versus $255,626).
Annual Household Income of the Broadway Audience vs. U.S. Population
Annual Household Broadway Audience/Census U.S. Population16 Income Audience Index
Less than $25,000 7.0% 23.5% 29.8%
$25,000 – $49,999 8.2% 23.2% 35.1%
$50,000 – $74,999 11.0% 17.0% 64.4%
$75,000 – $99,999 11.2% 11.6% 96.8%
$100,000 – $149,999 18.7% 13.4% 139.5%
$150,000 and Above 44.1% 11.3% 389.2%
16 Source: U.S. Bureau of the Census, Statistical Abstract of the United States
The Demographics of the Broadway Audience 2018–2019 29 FREQUENCY OF ATTENDANCE
The average Broadway theatregoer Number of Shows Percent of Percent of attended 4.4 shows in the past 12 Attended in Past Theatregoers Theatre Visits Year months. The core group of dedicated fans 1 38.6% 9.1% who attended 15 or more performances in the past year 2–4 38.6% 27.3% comprised only 4.7% of all theatregoers, but accounted for 28% 5–9 13.4% 22.1% of all theatre visits. This represented 4.15 million attendances by 163,860 10–14 4.7% 13.3% individuals. 15–24 2.2% 10.4%
25 or more 2.5% 17.7%
Number of Shows Number of Number of Attended in Past Theatregoers Theatre Visits Year
1 1,345,738 1,345,738
2–4 1,345,738 4,037,214
5–9 467,173 3,270,213
10–14 163,859 1,966,311
15–24 76,700 1,534,002
25 or more 87,159 2,614,776 (estimated) (estimated)
30 The Broadway League FREQUENCY OF ATTENDANCE
On average, theatregoers at plays Type of Show Average Number of reported having seen 7 shows in the Performances Attended past year, compared to 4 shows for in Past Year theatregoers at musicals. Musical 3.9 In general, the heavy theatregoer is older, more educated, and wealthier Play 6.8 than the less frequent theatregoer.
Theatregoers who lived closer to the Number of Performances Average Age theatres attended Broadway more Attended in Past Year frequently than those who lived farther away. Those from New York 1–4 40.6 City reported having seen an average of 8 shows in the past year; those 5–9 46.6 from the suburbs, 5; and tourists, 3. 10 or More 49.2
Residence of Average Number of Percent Theatregoer Performances Attended 5 Attended in Past or More Year Shows
NYC 7.5 45.2%
Suburbs 5.0 27.1%
Other U.S. 3.7 18.2%
Other Country 2.4 7.5%
The Demographics of the Broadway Audience 2018–2019 31 MAKING THE PURCHASING DECISION
The average decision-maker when it Profile of the Typical Decision-Maker comes to purchasing Broadway tickets was female, 44 years old, well- • Female educated, Caucasian, and a regular • 43.8 Years Old theatregoer. • Attended 5 Broadway Fifty-four percent of female Performances in the Past Year respondents said they made the buying decision, as opposed to 43% • Completed College of male respondents. • Caucasian Similarly, 29% of male respondents said their spouse made the decision, compared to 10% of women in the audience.
Decision-Maker Female Male
Yourself 53.5% 42.9%
Friend 11.9% 7.5%
Parent 10.6% 9.2%
Spouse/Partner 9.6% 29.1%
Child 6.3% 4.7%
Sibling(s)/Other Relative(s) 6.1% 3.9%
Someone Else 2.2% 1.2%
Group Leader 1.5% 1.8%
Teacher 1.1% 1.5%
Business Associate 0.8% 0.8%
Part of Subscription 0.5% 0.5%
32 The Broadway League PAYING FOR TICKETS
Respondents reported having paid an Domestic tourists paid more than average of $145.60 per ticket to their other theatregoers, whereas New Broadway shows. This amount was York City residents paid least. significantly higher than box office Perhaps this was because domestic statistics, where the paid face value tourists were more likely than others of a ticket averaged $123.87. to buy online through sellers with This was likely due to tickets additional charges; foreign visitors purchased on the secondary re-sale were most likely to go to the box market or other broker or service offices in person (therefore avoiding fees. service fees); and local theatregoers may have been more aware of The average reported cost for a play discount opportunities. was $158.34 and that of a musical, $143.73
Residence of Audience Average Paid Admission (as reported by theatregoer)
New Yorkers $119.66
Suburbanites $144.21
Domestic Tourists $158.98
International Tourists $136.76
The Demographics of the Broadway Audience 2018–2019 33 METHOD OF TICKET PURCHASE
Of those who bought the theatre tickets themselves, 59% said they purchased online. Twelve percent went directly to the box office and nine percent went to TKTS.
Method of Ticket Purchase
70%
58.5% 60%
50%
40%
30%
20% Percent of Admissions 11.6% 9.4% 7.2% 9.3% 10% 2.5% 1.6% 0%
34 The Broadway League METHOD OF TICKET PURCHASE
Theatregoers from other countries were more likely to purchase their tickets in-person at the box office or TKTS than their American counterparts.
Domestic International Method of Ticket Purchase NYC Suburban Visitor Visitor
I bought online (website or app) 51.0% 59.8% 62.4% 55.3%
I went to the box office 11.4% 8.0% 9.3% 20.2%
I went to TKTS 6.2% 5.2% 10.1% 14.1%
Part of a group sale 1.6% 3.4% 3.3% 1.0%
I called on the telephone 1.6% 2.1% 1.7% 1.0%
I bought through TDF 3.4% 2.1% 0.8% 1.3%
Someone else bought / Did not pay 15.0% 11.9% 8.2% 4.1%
Part of subscription 2.4% 1.6% 0.4% 0.0%
Other 7.3% 5.8% 3.8% 3.1%
The Demographics of the Broadway Audience 2018–2019 35 DATE OF TICKET PURCHASE
Theatregoers seem to be thinking ahead when it comes to buying tickets. Audience members reported having purchased their tickets 47 days prior to the performance, on average. This was up from 43 days last season and 36 days in the 2015– 2016 season.
Date of Ticket Purchase (as reported by theatregoers)
50%
45%
40%
35%
30%
25%
20%
15%
10% Percent of Admissions 5%
0%
Broadway Season
Same Day as Performance Less Than 1 Week in Advance
1–4 Weeks in Advance More Than 1 Month in Advance
36 The Broadway League DATE OF TICKET PURCHASE
People from the suburbs and Residence of Average Number of Days domestic tourists planned farther Theatregoer Before Performance Ticket ahead than local theatregoers and Purchased foreign visitors. In fact, international tourists were by NYC 38.0 far more likely to purchase on the same day or a few days prior to the Suburbs 53.0 show than other theatregoers. Other U.S. 52.6 Perhaps they wait until arrival due to lack of awareness of shows or Other Country 36.9 purchase methods in foreign countries.
Date of Ticket Purchase TOTAL NYC Suburban Domestic International (as reported by theatregoers) Visitor Visitor
Same Day as Performance 21.7% 20.3% 10.9% 21.7% 31.5%
Less Than 1 Week in Advance 14.3% 18.4% 11.7% 11.6% 18.7%
1–2 Weeks in Advance 11.0% 16.2% 13.9% 9.4% 7.5%
2–4 Weeks in Advance 10.3% 10.9% 14.1% 9.7% 8.3%
1–2 Months in Advance 19.7% 17.1% 25.9% 21.1% 14.0%
2–4 Months in Advance 10.5% 7.9% 9.8% 11.4% 11.1%
4–6 Months in Advance 6.7% 4.2% 6.9% 8.3% 5.0%
More Than 6 Months in 5.8% 4.9% 7.0% 6.7% 3.9% Advance
The Demographics of the Broadway Audience 2018–2019 37 SOURCES OF THEATRE INFORMATION
Google was the most common Source All Female Male initial source reported when we asked theatregoers where Friend / Family / Acquaintance 22.4% 24.1% 18.5% they looked for information about Broadway shows. Google was followed by Ticketmaster and Google 36.6% 35.8% 38.7% Broadway.com. Ticketmaster.com 28.9% 31.0% 25.1%
Twenty-two percent said that Broadway.com 27.7% 29.7% 23.8% they relied primarily on word- of-mouth from people they Playbill.com 18.8% 19.6% 17.1% knew. Telecharge.com 13.5% 13.8% 13.5%
Broadway.org 13.1% 14.6% 10.0%
BroadwayBox.com 11.1% 12.2% 8.6%
Theatermania.com 8.1% 8.5% 7.3%
BroadwayWorld.com 7.6% 7.9% 7.3%
IBDB.com 1.7% 1.7% 1.7%
Travel Website 1.6% 1.7% 1.4%
Show Score 1.6% 1.7% 1.2%
TKTS 19.0% 19.0% 19.3%
TodayTix 11.2% 12.1% 9.3%
TDF 6.5% 6.7% 6.0%
Broadway Direct 6.0% 6.8% 4.5%
Agent 1.2% 1.1% 1.2%
(multiple responses)
38 The Broadway League SOURCES OF THEATRE INFORMATION
The New York Times was the Source All Female Male most popular print source. The New York Times 18.2% 17.3% 20.4% People also turned to social media sites Instagram and The New Yorker 6.9% 6.9% 7.0% Facebook. Time Out New York 4.6% 4.8% 4.4%
New York Magazine 3.5% 3.3% 3.9%
Wall Street Journal 2.4% 2.2% 2.8%
The New York Post 1.5% 1.2% 1.9%
The Daily News 1.0% 0.7% 1.4%
Newsday 0.7% 0.8% 0.5%
The Star-Ledger 0.5% 0.4% 0.6%
Instagram 11.9% 13.1% 9.6%
Facebook 11.5% 12.0% 10.8%
Twitter 5.4% 5.5% 5.1%
Television 8.8% 8.9% 8.4%
Radio 5.2% 5.4% 4.6%
Other 7.0% 7.4% 5.6%
(multiple responses)
The Demographics of the Broadway Audience 2018–2019 39 SOURCES OF THEATRE INFORMATION
Source Under 18 18–34 35–49 50–64 65 or Older
Friend / Family / Acquaintance 19.5% 21.8% 19.7% 23.% 26.%
Google 43.% 44.% 40.% 30.7% 22.%
Ticketmaster.com 28.% 31.2% 30.% 28.% 23.%
Broadway.com 27.7% 29.% 29.% 29.% 21.8%
Playbill.com 23.1% 21.1% 17.0% 18.8% 14.1%
Telecharge.com 9.7% 12.6% 12.9% 14.5% 17.1%
Broadway.org 17.3% 14.5% 13.4% 12.6% 8.3%
BroadwayBox.com 9.7% 9.8% 9.9% 13.7% 11.9%
Theatermania.com 6.8% 9.1% 5.8% 8.5% 9.4%
BroadwayWorld.com 8.0% 11.4% 7.4% 6.3% 2.7%
IBDB.com 1.7% 2.7% 1.6% 1.1% 0.7%
Travel Website 1.3% 1.6% 1.3% 2.0% 1.4%
Show Score 1.4% 2.4% 1.1% 1.1% 1.3%
TKTS 17.5% 19.0% 21.6% 19.7% 16.2%
TodayTix 5.9% 19.9% 11.4% 7.8% 3.9%
TDF 3.1% 5.2% 5.3% 8.1% 9.7%
Broadway Direct 5.2% 6.7% 5.3% 7.4% 4.2%
Agent 1.9% 1.1% 1.4% 0.9% 0.9%
(multiple responses)
40 The Broadway League SOURCES OF THEATRE INFORMATION
Source Under 18 18–34 35–49 50–64 65 or Older
The New York Times 8.8% 13.5% 12.2% 21.6% 34.4%
The New Yorker 4.3% 5.3% 4.8% 7.7% 12.7%
Time Out New York 3.4% 4.5% 5.9% 4.9% 3.6%
New York Magazine 1.8% 2.4% 2.7% 4.5% 5.8%
Wall Street Journal 2.7% 2.0% 1.3% 2.6% 3.8%
The New York Post 1.5% 1.4% 1.2% 1.3% 2.1%
The Daily News 1.5% 0.9% 0.5% 1.1% 1.0%
Newsday 0.8% 0.4% 0.1% 0.9% 1.5%
The Star-Ledger 0.3% 0.1% 0.2% 0.6% 1.5%
Instagram 25.7% 22.5% 8.7% 3.8% 0.9%
Facebook 8.5% 16.7% 12.4% 8.9% 7.0%
Twitter 9.5% 10.6% 3.8% 1.9% 0.7%
Television 10.2% 7.2% 6.0% 9.2% 13.5%
Radio 6.5% 4.2% 3.8% 6.9% 5.3%
Other 8.6% 6.0% 6.2% 7.6% 7.7%
(multiple responses)
The Demographics of the Broadway Audience 2018–2019 41 SOURCES OF THEATRE INFORMATION
Domestic International Source NYC Suburban Visitor Visitor
Friend / Family / Acquaintance 29.1% 25.3% 22.0% 13.8%
Google 31.3% 27.9% 37.2% 47.8%
Ticketmaster.com 26.1% 38.0% 29.1% 24.1%
Broadway.com 25.5% 31.7% 30.8% 19.3%
Playbill.com 25.4% 18.7% 20.0% 9.0%
Telecharge.com 18.7% 21.8% 11.6% 5.7%
Broadway.org 11.3% 12.3% 16.1% 8.1%
BroadwayBox.com 12.6% 16.3% 10.4% 6.3%
Theatermania.com 13.1% 11.6% 6.7% 3.1%
BroadwayWorld.com 12.1% 6.6% 7.6% 3.7%
IBDB.com 3.0% 2.1% 1.5% 0.1%
Travel Website 0.3% 0.7% 1.7% 3.5%
Show Score 2.6% 2.4% 1.3% 0.3%
TKTS 25.7% 21.2% 16.7% 16.3%
TodayTix 24.1% 12.2% 7.7% 5.2%
TDF 15.1% 12.2% 3.3% 0.8%
Broadway Direct 8.7% 6.5% 5.3% 4.6%
Agent 1.2% 1.2% 0.8% 1.9%
(multiple responses)
42 The Broadway League SOURCES OF THEATRE INFORMATION
Domestic International Source NYC Suburban Visitor Visitor
The New York Times 31.9% 21.6% 16.1% 6.1%
The New Yorker 14.4% 5.8% 6.1% 1.6%
Time Out New York 10.5% 4.2% 2.7% 3.7%
New York Magazine 8.1% 3.0% 2.7% 0.6%
Wall Street Journal 4.5% 2.4% 2.1% 0.5%
The New York Post 2.7% 2.9% 0.9% 0.3%
The Daily News 1.9% 1.6% 0.6% 0.4%
Newsday 0.5% 3.3% 0.2% 0.0%
The Star-Ledger 0.2% 2.5% 0.1% 0.0%
Instagram 16.6% 10.6% 11.0% 10.6%
Facebook 13.7% 12.7% 11.1% 9.2%
Twitter 7.7% 3.0% 5.6% 4.5%
Television 12.3% 14.3% 7.6% 3.3%
Radio 6.2% 11.4% 4.3% 1.3%
Other 8.6% 6.2% 6.5% 7.2%
(multiple responses)
The Demographics of the Broadway Audience 2018–2019 43 THEATREGOING COMPANIONS
The majority of theatregoers attended with family or friends. Women were more likely than men to attend with friends. Forty-nine percent of men reported attending with a wife or girlfriend, but only 33% of women reported attending with a husband or boyfriend.
Female Male
By Myself 5.6% 7.5%
Female friend(s) 20.7% 8.3%
Male friend(s) 4.7% 7.9%
Husband or Boyfriend 32.6% 8.1%
Wife or Girlfriend 2.0% 49.2%
Parent(s) 21.1% 13.9%
Child or Children 16.1% 12.8%
Grandparent(s) 2.7% 1.8%
Grandchildren 2.0% 1.0%
Sibling(s)/Other Family 14.2% 9.0%
Business Associate(s)/Client(s) 0.8% 1.0%
Tour Group 0.6% 0.5%
School Group 2.0% 2.5%
Other Organized Group 0.8% 0.7%
44 The Broadway League THEATREGOING COMPANIONS
Younger theatregoers were more likely to attend with family or school groups.
65 or Under 18 18–34 35–49 50–64 Older
By Myself 0.4% 7.8% 7.7% 5.4% 6.9%
Female friend(s) 10.2% 20.5% 13.3% 17.4% 18.1%
Male friend(s) 2.8% 8.1% 5.6% 4.5% 5.1%
Husband or Boyfriend 0.7% 21.9% 30.4% 34.5% 28.6%
Wife or Girlfriend 0.0% 12.3% 20.1% 20.9% 28.0%
Parent(s) 62.0% 28.1% 11.6% 3.3% 0.6%
Child or Children 3.4% 2.1% 31.1% 24.0% 14.0%
Grandparent(s) 12.9% 2.1% 0.4% 0.5% 0.1%
Grandchildren 0.0% 0.1% 0.0% 2.3% 7.7%
Sibling(s)/Other Family 28.9% 16.0% 7.5% 8.8% 6.3%
Business Associate(s)/Client(s) 0.2% 1.4% 0.7% 1.2% 0.1%
Tour Group 0.6% 0.4% 0.0% 0.8% 1.3%
School Group 11.3% 1.9% 0.6% 0.3% 0.0%
Other Organized Group 1.7% 0.9% 0.4% 0.5% 1.1%
The Demographics of the Broadway Audience 2018–2019 45 THEATREGOING IN CHILDHOOD
Two thirds of respondents said that their parents or other adult family members took them to theatre during their childhood or adolescent years.
Attendance at Theatre as Children with Parents or Adults
36.6% 42.7%
8.7% 12.1%
Yes, when I was in lower/elementary school
Yes, when I was in middle school/junior high
Yes, when I was in high school
No, nobody took me to theatre as a child or teen
46 The Broadway League THEATREGOING IN CHILDHOOD
Moreover, 56% of respondents said that their parents were theatregoers as well.
Attendance at Theatre by Parents
41.4% 43.6%
6.8% 8.0%
Yes, when I was in lower/elementary school
Yes, when I was in middle school/junior high
Yes, when I was in high school
No, my parents did not attend theatre when I was growing up
The Demographics of the Broadway Audience 2018–2019 47 THEATREGOING IN CHILDHOOD THEATREGOING IN CHILDHOOD
Just over half of current Broadway Fifty-eight percent participated in theatregoers said that they attended school plays or other kinds of extra- theatre as a child with their schools. curricular theatre activities when growing up. Thirty-two percent of current theatregoers reported having participated in school plays in lower school. Eleven percent said they participated during middle school and 15% participated in high school.
Attendance at Theatre as Children with School Participation in School Plays or Other Theatre as a Child
26.2% 32.2%
41.7% 48.6%
12.5%
11.2% 12.9%
14.8%
Yes, when I was in lower/elementary school Yes, when I was in lower/elementary school Yes, when I was in middle school/junior high Yes, when I was in middle school/junior high Yes, when I was in high school Yes, when I was in high school No, I never went to theatre with my school No, I did not participate in school plays or theatre
48 The Broadway League THEATREGOING IN CHILDHOOD
Fifty-eight percent participated in school plays or other kinds of extra- curricular theatre activities when growing up. Thirty-two percent of current theatregoers reported having participated in school plays in lower school. Eleven percent said they participated during middle school and 15% participated in high school.
Participation in School Plays or Other Theatre as a Child
32.2%
41.7%
11.2%
14.8%
Yes, when I was in lower/elementary school
Yes, when I was in middle school/junior high
Yes, when I was in high school
No, I did not participate in school plays or theatre
The Demographics of the Broadway Audience 2018–2019 49 THEATREGOING IN CHILDHOOD
The average Broadway theatregoer Residence of Average Age for First was 22 years old when he/she Audience Broadway Show attended his/her first Broadway show. New Yorkers 16.1 Thirty-three percent of respondents were less than 14 years old when they Suburbanites 15.9 attended for the first time. Domestic Tourists 23.8
International Tourists 30.1
Age When Attended First Broadway Show 6.1% 10.3% 7.1%
4.0% 11.7%
6.9%
10.9% 9.3%
3.3%
9.9% 11.2% 9.5%
Under 8 years old 8 – 10 years old 11 – 13 years old 14 years old 15 – 17 years old 18 – 20 years old 21 – 24 years old 25 – 29 years old 30 – 34 years old 35 – 39 years old 40 – 49 years old 50 years or older
50 The Broadway League APPENDICES
The Demographics of the Broadway Audience 2018–2019 51 METHODOLOGY
From June 2018 through May 2019, We surveyed the following shows at various the League’s Research Department times throughout the season: administeredFrom June 2018 surveys through at 49 May different 2019, the We surveyed the following shows at various times productionsLeague’s Research at 98 individual Department performance throughoutA Bronx Tale the The season: Musical Ain’t Too Proud times.administered surveys at 49 different Aladdin • A Bronx Tale, The Musical productions at 98 individual All My Sons • Ain’t Too Proud We selected shows on a quarterly basis to American Son performance times. • Aladdin Anastasia represent what Broadway was offering that • All My Sons Be More Chill seasonWe selected (a proportionate shows on numbera quarterly of musicals • American Son Beautiful–The Carole King Musical versus straight plays; revivals versus original • Anastasia basis to represent what Broadway was Bernhardt/Hamlet • Be More Chill works;offering and that new season productions (a proportionate versus long- Burn This • Beautiful–The Carole King Musical running shows). Chicago number of musicals versus straight • Bernhardt/Hamlet Choir Boy plays; revivals versus original works; • Burn This Come From Away Weand distributed new productions questionnaires versus long-at multiple • Chicago Dear Evan Hansen performances per show to account for • Choir Boy running shows). Frozen • Come From Away variances in the weekday, weekend, Hamilton • Dear Evan Hansen evening, and matinee audiences. Harry Potter and the Cursed Child, Parts One and Two We distributed questionnaires at • Frozen Head Over Heels multiple performances per show to • Hamilton Ink Inaccount total, we for distributed variances 17,400 in the weekday, • Harry Potter and the Cursed Child, Parts One and Two King Kong questionnaires and 8,972 were returned, • Head Over Heels weekend, evening, and matinee Kinky Boots • Ink representingaudiences. a 52% rate of return. Kiss Me, Kate • King Kong Mean Girls • Kinky Boots We tabulated the completed questionnaires My Fair Lady In total, we distributed 17,400 • Kiss Me, Kate Network andquestionnaires weighted the and data, 8,972 based were upon the • Mean Girls Oklahoma! actual paid attendance for each show. • My Fair Lady returned, representing a 52% rate of Once on This Island • Network return. Pretty Woman: The Musical • Oklahoma! Totals in some charts may not add up Ruben & Clay’s First Annual Christmas Carol Family Fun • Once on This Island exactly to 100%, due to rounding. Pageant Spectacular Reunion Show We tabulated the completed • Pretty Woman: The Musical School of Rock - The Musical questionnaires and weighted the data, • Ruben & Clay’s First Annual Christmas Carol Family Fun SpongeBob SquarePants Pageant Spectacular Reunion Show based upon the actual paid attendance Straight White Men • School of Rock - The Musical for each show. Summer • SpongeBob SquarePants The Band’s Visit • Straight White Men The Book of Mormon • Summer The Boys in the Band • The Band’s Visit The Cher Show • The Book of Mormon Totals in some charts may not add up The Ferryman • The Boys in the Band exactly to 100%, due to rounding. The Illusionists–Magic of the Holidays • The Cher Show The Lifespan of a Fact • The Ferryman The Lion King • The Illusionists–Magic of the Holidays The Nap • The Lifespan of a Fact The Phantom of the Opera • The Lion King The Play That Goes Wrong • The Nap The Prom • The Phantom of the Opera Travesties • The Play That Goes Wrong True West • The Prom Waitress • Travesties Wicked • True West • Waitress 52 The Broadway League • Wicked Broadway Productions in the 2018–2019 Season
New Productions Continuing Productions
Ain’t Too Proud A Bronx Tale The Musical All My Sons Aladdin American Son Anastasia Be More Chill Angels in America Beetlejuice Beautiful–The Carole King Musical Bernhardt/Hamlet Carousel Burn This Chicago Celebrity Autobiography Come From Away Choir Boy Dear Evan Hansen Frankie and Johnny in the Clair De Lune Escape to Margaritaville Gary: A Sequel to Titus Andronicus Frozen Gettin’ the Band Back Together Hamilton Hadestown Harry Potter and The Cursed Child, Parts Head Over Heels One and Two Hillary and Clinton Hello, Dolly! Ink Kinky Boots King Kong Mean Girls King Lear My Fair Lady Kiss Me, Kate Once on This Island Morrissey Saint Joan Network School of Rock–The Musical Oklahoma! SpongeBob SquarePants Pretty Woman: The Musical Springsteen on Broadway Ruben & Clay’s First Annual Christmas Carol Summer Family Fun Pageant Spectacular Reunion Show The Band’s Visit Straight White Men The Book of Mormon The Boys in The Band The Iceman Cometh The Cher Show The Lion King The Ferryman The Phantom of The Opera The Illusionists - Magic of the Holidays The Play That Goes Wrong The Lifespan of a Fact Three Tall Women The Nap Travesties The New One Waitress The Prom Wicked The Waverly Gallery To Kill a Mockingbird Tootsie Torch Song True West What the Constitution Means to Me
The Demographics of the Broadway Audience 2018–2019 53 SAMPLE QUESTIONNAIRE SAMPLE QUESTIONNAIRE
54 The Broadway League
SAMPLE QUESTIONNAIRE
The Demographics of the Broadway Audience 2018–2019 55 ACKNOWLEDGEMENTS
The Research Department would like to thank the following people for their help on this project: The Research Department would like to thank the following people for their help on this Emma Acciani,project: Alex Albrecht, Preston Allen, Michael Altbaum, Potoula Anagnostakos, Lisa Anzelmo, Galia Backal, Chelsea Barker, Hugh Barnett, Jack Bartholet, Kyle Beckley, Ryan Beggs, Jackie Bell, Brig Berney, Emma Acciani, Alex Albrecht, Preston Allen, Michael Altbaum, Potoula Anagnostakos, Lisa Pat Berry, Issa Best, David Bishop, Paul Blankenship, Meaghan Bloom Fluitt, Stephen Bradbury, Jim Brady, Anzelmo, Galia Backal, Chelsea Barker, Hugh Barnett, Jack Bartholet, Kyle Beckley, Ryan Beggs, Taylor Brethauer,Jackie Bell, Spencer Brig Berney, Brill, ArcherPat Berry, Brinkley, Issa Best, Corri Davidne Britti, Bishop, Allison Paul Broder, Blankenship, Judy Brown, Meaghan Kate Bloom Brown, Chris Brucato,Fluitt, Stephen Mark Brystowski, Bradbury, WillaJim Brady, Burke, Taylor Brian Brethauer,Busby, David Spencer Calhoun, Brill, Thia Archer Calloway, Brinkley, Charlotte Corrine Campbell, Josh Capozzi,Britti, Allison Alex Carmine,Broder, Judy Brian Brown, Carney, Kate Maddie Brown, Carn Chrisey, Brucato,Robert Carroll, Mark Brystowski, Alyssa Cartee, Willa Charles Burke, Casano,Brian EduardoBusby, Castro, David Brooklyn Calhoun, Chalfant, Thia Calloway,Elena Ciotta Charlotte, Thom Campbell,Clay, Hannah Josh Cohen, Capozzi, Michael Alex Carmine,Composto, Brian Carney, Maddie Carney, Robert Carroll, Alyssa Cartee, Charles Casano, Eduardo Castro, Brooklyn Denise Cooper, Molly Corcoran, Madeleine Corliss, Sean M. Coughlin, Gillian Curry, Isabella Dalena, Chalfant, Elena Ciotta, Thom Clay, Hannah Cohen, Michael Composto, Denise Cooper, Molly Sara Danielsen,Corcoran, Penelope Madeleine Daulton, Corliss, Cheryl Sean M.Dennis, Coughlin, Nick GillianDeSimone, Curry, Ron Isabella DeStefano, Dalena, Bess Sara Donoghue, Danielsen, Joe Doran,Penelope Vanessa Daulton, Dunleavy, Cheryl Kate Dennis, Egan, Nick Dave DeSimone, Ehle, Elizabeth Ron DeStefano, Elliott, Tyler Bess Emeney, Donoghue, Brooke Joe Evans, Doran, Ray Fallon, Laura Fayans,Vanessa Rheba Dunleavy, Flegelman, Kate Egan, Graham Dave Forden, Ehle, Elizabeth Emily Fortunato, Elliott, Tyler Michelle Emeney, Fraioli, Brooke Susan Evans, Frankel, Ray Abigail Fallon,Friedman, Laura Doug Fayans, Gaeta, Rheba Sara Flegelman, Garcia, Tiffani Graham Gavin, Forden, Tracy Geltman,Emily Fortunato, Kristen Gensinger,Michelle Fraioli, Kerry Gibbons, Susan Frankel, Abigail Friedman, Doug Gaeta, Sara Garcia, Tiffani Gavin, Tracy Geltman, Kristen Maggie Gibson, Hillary Ginsberg, Heidi Giovine, Emily Glaser, Joel Glassman, Rebecca Goland-Van Ryn, Gensinger, Kerry Gibbons, Maggie Gibson, Hillary Ginsberg, Heidi Giovine, Emily Glaser, Joel Hal Goldberg,Glassman, Mark Rebecca Goldberg, Goland-Van Gabrielle Ryn, Goldstein, Hal Goldberg, Nazmin Mark Gordon, Goldberg, Jenny Gorelick,Gabrielle MaryGoldstein, Greene, Nazmin Steve Greer, Theo Grzegorczyk,Gordon, Jenny Meghan Gorelick, Gunther, Mary Greene,Jason Haft, Steve Alice Greer, Hakvaag, Theo Grzegorczyk,Brittany Halberstadt, Meghan Shelley Gunther, Halman, Jason AmandaHaft, Harper, Alice Dave Hakvaag, Harris, Brittany Tim Hausmann, Halberstadt, Amy Shelley Height Halman,, Leslie Hendricks,Amanda Harper, Richard Dave Herron, Harris, Evan Tim Hoehn, CaleighHausmann, Holmes, Tiffany Amy Height,Holt, Daniel Leslie Hoyos, Hendricks, Chris RichardHutton, Herron,Carolyn EvanJones, Hoehn, Kira Jones, Caleigh Elizabeth Holmes, Kandel, Tiffany Holt, Daniel Hoyos, Chris Hutton, Carolyn Jones, Kira Jones, Elizabeth Kandel, Susan Keappock, Susan Keappock, Albert Kim, John King, Bruce Klinger, Richard Krajunus, Michelle Kuchuk, Cathy Kwon, Albert Kim, John King, Bruce Klinger, Richard Krajunus, Michelle Kuchuk, Cathy Kwon, Tony Tony Lance,Lance, Kimberly Kimberly Larkin, Larkin, Taylor Taylor Latrowski, Latrowski, Emily Emily Lauer, Lauer, Mary Mary Lauren Lauren Wilson, Wilson, Jenna Jenna Lazar, Lazar, Brady Brady Leet, JonathanLeet, Lerner, Jonathan Elizabeth Lerner, Levy, Elizabeth Arianna Levy, LiCalzi, Arianna Michael LiCalzi, Lonergan, Michael Kevin Lonergan, Loreque, Kevin Dexter Loreque, Luke, Dexter Morag MacPherson,Luke, Morag MacPherson,Tony Magner, Tony Joy Magner,Magyawe, Joy Tracey Magyawe, Malinowski, Tracey JanaMalinowski, Mallo, SofiaJana Marfina,Mallo, Sofia Lenore Marks, Susan Martin,Marfina, Austin Lenore McCaslin-Doyle, Marks, Susan KyrieMartin, McCorm Austin ick,McCaslin-Doyle, Linnae Medeiros, Kyrie StevenMcCormick, Moity, Linnae Jeff Mondoro, Medeiros, Steven Moity, Jeff Mondoro, Mariah Montero, Anna Moskowitz, Deirdre Murphy, Sarah Naughton, Mariah Montero, Anna Moskowitz, Deirdre Murphy, Sarah Naughton, Bill Nelson, Kenny Nunez, Dara O'Brien, Bill Nelson, Kenny Nunez, Dara O’Brien, Holly O’Brien, Vicki Oceguera, Amanda Ogorzalek, Holly O'Brien,Miguel VickiOrtiz, Oceguera,Eric Paris, CarlAmanda Pasbjerg, Ogorzalek, Paul Perez, Migu elReeve Ortiz, Pierson, Eric Paris, Jessica Carl Pasbjerg, Pierson, RichardPaul Perez, Reeve Pierson,Ponce, Lucy Jessica Powis, Pierson, Chris RichardPrice, Russ Ponce, Ramsey, Lucy ChristopherPowis, Chris Recker, Price, Russ Bill Register, Ramsey, Nick Christopher Reid, Anna Recker, Bill Register,Rhoads, Nick Nora Reid, Rigney, Anna JanellRhoads, Rivera, Nora Yael Rigney, Rizowy, Janell Connie Rivera, Robinson, Yael Rizowy, Mike ConnieRoche, Robinson,Philip Romano, Mike Roche, Philip Romano,Peter Ronningen, Peter Ronningen, Linda Mason Linda Ross, Mason Zach Ross, Russo, Zach Susan Russo, Sampliner Susan Sampliner ,Tom Santopietro, ,Tom Santopietro, Melanie Seinfeld, Christina Selby, Hayley Sharples, Roseanna Sharrow, Kim Shaw, Galina Shekoff, Janey Melanie Seinfeld, Christina Selby, Hayley Sharples, Roseanna Sharrow, Kim Shaw, Galina Shekoff, Sherlock, Jonathan Shulman, Anna Shur, Benji Sills, Geri Silver, Valerie Simmons, Libby Skala, Janey Sherlock,Brooke E. Jonathan Smith, Mark Shulman, Smith, AnnaAviva Shur,Sokolow, Ben jiAvi Sills, Soroka, Geri Silver, Tiffany Valerie Springle, Simmons, Laurel LibbySquadron, Skala, BrookeRebecca E. Smith, Steinberg, Mark Smith, Kyle Aviva Stockwell, Sokolow, Brian Avi Stoll, Soroka, Hugh Tiffany Stumpp, Springle, Madison Laurel Summers, Squadron, Susan Rebecca Sunday, Steinberg, Kyle Stockwell,Holly Sutton, Brian Joann Stoll, HughSwanson, Stumpp, Joseph Madison Sykes-Burns, Summers, Joe Susan Tantalo, Sunday, Ali Tesluk, Holly NityaSutton, Thomas, Joann Swanson, JosephAaron Sykes-Burns, Thompson, Joe AlexTantalo, Toma, Ali JillianTesluk, Tomlinson, Nitya Thomas, Blaire Aaron Townshend, Thompson, Irene Alex Tripolsky, Toma, Yevgeniy Jillian Tomlinson, Ushomirskiy, Asdrid Vasquez, Claudia Velez Canabal, Maryna Vinereanu, Stephanie Wallis, Daniel Blaire Townshend, Irene Tripolsky, Yevgeniy Ushomirskiy, Asdrid Vasquez, Claudia Velez Canabal, Walton, Anne Wentworth, Elaine White, Judi Wilfore, Jake Windoloski, Bobby Wolf, Alex Wolfe, MarynaBria Vinereanu, Woodyard, Stephanie Marielle Wallis, Young, Daniel Rachel Walton, Young, Anne Yaniv Wentworth, Zarif, Katelin Elaine Zelon, White, Leiley Judi Zhang, Wilfore, and Jana Jake Windoloski,Zschoche Bobby Wolf, Alex Wolfe, Bria Woodyard, Marielle Young, Rachel Young, Yaniv Zarif, Katelin Zelon, Leiley Zhang, Jana Zschoche Special thanks to Michael Abourizk, Rachel Brandt, and Ben Pesner at the Broadway SpecialLeague; thanks and to Michael to Theatre Abourizk, Development Rachel Fund Brandt for, andits generous Ben Pesner support at the in co-fundingLeague; and this to Theatre Developmentongoing Fund research for its project. generous support in co-funding this ongoing research project.
56 The Broadway League THE BROADWAY LEAGUE
About The Broadway League THE BROADWAY LEAGUE, founded in 1930, is the national trade association for the Broadway indus- try. The League’s 700-plus members include theatre owners and operators, producers, presenters, and general managers who present in nearly 200 markets in North America. Each year, League members BOARDbring OF Broadway GOVERNORS: to nearly 30 million people in New York and on tour across the U.S. and Canada. The NickBroadway Scandalios, League Chair has recently added a new category for International membership to collaborate with professionals from around the world who produce and present Broadway-quality theatre. The Broadway League annually co-presents the Antoinette Perry “Tony” Awards®, one of the most coveted awards in Daniel Adamian, David Anderson, Richard Baker, Roger S. Berlind, Michael Brand, John C. Breckenridge, Kristen Caskey, the entertainment industry. More info at BroadwayLeague.com. Michael David, Peter Entin, Nina Essman, John Gore, Elliot Greene, Mike Isaacson, Amy Jacobs, Colleen Jennings- Roggensack, Board of Governors Van Kaplan, David Lazar, Paul Libin, Margo Lion, Hal Luftig, Arielle Tepper Madover, Kevin McCollum, James L. Nederlander, JosephThomas Z. Nederlander, Schumacher, Albert Chairman Nocciolino, Larry Payton, Matthew Rego, Lauren Reid, David R. Richards, Jordan Roth, ScottGina Sanders, Vernaci, Jeffrey Vice Seller, Chair Philip of the J. Smith,Road David Stone, Stuart Thompson, Gina Vernaci, Thomas Viertel, Robert E. Wankel, HerschelElliot Waxman,Greene, Secretary/TreasurerBarry Weissler, Charlotte W. Wilcox, Miles Wilkin, Beth Williams Robert E. Wankel, Immediate Past Chairman
TheRichard Broadway Baker, League Meredith is the national Blair, Michael trade association Brand, Maggie for the Brohn, Broadway Stephen theatre Byrd, industry, Jeff operating Chelesvig, under Robert the “NowCole, THAT’S Broadway!”Jeff Daniel, banner, Ken which Davenport, signifies genuineMichael BroadwayDavid, John produc Ekeberg,tions andNina events. Essman, Founded Charles in 1930Flateman, as the LeagueSue Frost, of New York Theatres,Tom Gabbard, the League Hal isGoldberg, a membership John Gore, organization Barry Grove, whose Todd 700-plus Haimes, members Colleen include Jennings-Roggensack, theatre owners and operators, producers, presenters, general managers, and suppliers of theatrical goods and services. Susie Krajsa, Hal Luftig, Aaron Lustbader, Kevin McCollum, James L. Nederlander, Joseph Z. Nederlander, Al Nocciolino, Alecia Parker, Joey Parnes, Eva Price, Lauren Reid, David Richards, Jordan Roth, LeagueNick programsScandalios, include Jeffrey the BroadwaySeller, Philip Concierge J. Smith, &Joan Ticket Squires, Center™, David Broadway’s Stone, Tom centralized Viertel, full-priceBarry Weissler, ticket outlet and customer-service headquarters, located in the Times Square Visitors Center; co-presentation of the Tony Awards® with the AmericanBarbara Theatre Whitman, Wing; Charlotte ILoveNYTheater.com, Wilcox, Allan a Williams, multilingual Beth Internet Williams source for show tickets and information; the Touring Broadway Awards®, the first awards program recognizing excellence in touring Broadway productions; Broadway on BroadwayStaff ® (with the Times Square Alliance), an annual outdoor concert in Times Square; Internet Broadway Database® at IBDB.com;Executive and – Kids’Charlotte Night St. on Martin, Broadway President;®, a national Colin audienceGibson, Co-CFO development of Celebrate program. Broadway, Inc.; Lexie Routh, Assistant to the President EachAudience year The Engagement Broadway League– Rachel and Reiner, its membersDirector; Robin bring Aronson, Broadway Senior theatre Manager, to more Broadway than 200 Bridges®; cities across Amanda the U.S. and Canada.Ogorzalek,www.BroadwayLeague.com Manager of Audience. Engagement Communications – Martine Sainvil, Director; Madison Summers, Coordinator of Communications and LEAGUEGovernment STAFF LIST Relations; Claudia Velez, Communications and Marketing Partnerships Coordinator Digital and Technology – Neal Freeman, Director; Kayla Kreidell, Manager of Digital and Technology; Tyler Emeney, Executive Department: Charlotte St. Martin, Executive Director; Mel Lauer, Administrative Assistant to the Executive Digital Content Associate DirectorEmployee of Communications: Benefits – Chris Elisa Shevitz, Brockmeyer, Director ofDirector; Communications; Robin Fox, Erica Receptionist Ryan, Manager of Communications and Government Relations Finance and Administration – Cheri Phillips, Director; Laura Fayans Klauzov, Comptroller; Lindsay Florestal, Finance & Administration: Colin Gibson, Director of Finance & Administration; Neal Freeman, Director of Digital and Technology; Kayla Kreidell,Assistant Digital Comptroller Associate; Laura Fayans Klauzov, Comptroller; Lindsay Florestal, Assistant Comptroller; Robin Fox, Receptionist; Jean KroeperGovernment Murphy, OfficeRelations Manager – Thomas Ferrugia, Director GovernmentLabor Relations Relations: – ThomasScott Irgang, Ferrugia, Director; Director of AlisonGovernment Corinotis, Relations Associate Director; Raul Argudin, Human Resource Labor:Compliance Seth Popper, and Director Regulatory of Labor Manager; Relations; JasonZenovia Laks, Varelis, Senior Manager Secretary of Labor to LaborRelations; Relations; Elizabeth JessicaRublein, Labor Owens, Relati Laborons Associate;Relations Zenovia Associate/Contract Varelis, Secretary toAnalyst Labor Relations MarketingMarketing and andSponsorship: Business Jan DevelopmentFriedlander Svendsen, – Ellen Director Greenwald, of Marketing; Director; Ben Pesner Josh, Manager Cacchione, of Creative Marketing Services; Manager, Marketing Programs Associate;and Hospitality; Kendra Srebro; Christine Ticketing Giordano, Operations: Senior Josh Cacchione, Partnership Manager, Manager; Broadway Ben Concierge Pesner, &Manager Ticket Center of Creative Services; Chris MembershipBrucato, MarketingServices: Ed ManagerSandler, Director of Membership Services; Rachel Reiner, Senior Manager of Membership Services and EducationMembership Programs; Services Julia Davis, & Professional Manager of Membership Development Communications – Ed Sandler, Director; Diana Moran-Macuil, Manager of PensionMembership & Welfare: Services; Chris Brockmeyer Blaire ,Townshend, Director of Employee Manager Benefit of FundsProfessional Development Research:Research Karen – Karen Hauser, Hauser, Director ofDirector; Research; Michael Jennifier Stewart,Abourizk, Manager Senior of Research;Manager Chris of Research;Brucato, Research Rachel and Brandt, Membership Research Associate;Associate; Mark Abigail Smith, Research Friedman, Associate Data Management Coordinator
Tony Awards® Administration – Jean Kroeper Murphy, Director and Office Manager November 2019 $25.00 ISBN 978-0-9973744-8-3 52500> 729 SEVENTH AVENUE, 5TH FLOOR NEW YORK, NY 10019 (212) 764–1122 PRINTED ON BROADWAYLEAGUE.COM RECYCLED IBDB.COM PAPER 9 780997 374483