Incentives Take Center Stage

Loyalty programs are heading to Broadway.

As reported in this article from today's New York Times, the Nederlander Organization, one of the biggest theater owners in the country and the second biggest on Broadway, is launching a loyalty program.

Audience Rewards, as the nascent program is called, will reward frequent theater goers -- not just for Nederlander-housed productions, but for shows at competing company houses as well, including Shubert and Jujamcyn. Perks will include discount tickets, special events and merchandise. Though still in the planning phases, interested parties can visit the program's Web site, www.audiencerewards.com, for more information.

The new executive director of the League of American Theatres and Producers, Charlotte St. Martin -- a noted hospitality leader who was formerly the executive vice president for sales and marketing for Loews Hotels -- recently proposed a similar loyalty program, and according to the article, is willing to work with Nederlander on the idea.

I, for one, am thrilled. I've been an avid Broadway (and Off-Broadway) fan for more than 25 years. My first show was the original Chorus Line -- a revivial of which opens tonight! -- in June 1980. We had orchestra center seats, for the surprisingly low price of $25. I still have that ticket stub and Playbill -- as well as those to every single show I've seen since.