Kids' Night - An Investment in the Future
1/11/18
Kids’ Night on Broadway is coming up on February 27, 2018, offering free tickets to children under 18 when accompanied by an adult paying full price. The program, launched by the Broadway League in 1996, helps children experience the joys of live theater and reminds adults that Broadway can be an accessible entertainment activity.
The program, on its surface, is simple discounting, but it goes way beyond that to build new audiences of theater fans for Broadway, with select shows offering in-theater activities including talkbacks, activity books, and other events. It’s an investment for the future.
While we don’t know the exact impact of Kids’ Night on Broadway, we have strong indicators that it is a powerful tool for audience development. According to Telecharge reporting, just shy of half ( 47.56% ) of all KNOB purchases were a household’s first-ever Broadway purchase. This is a clear indication that Kids’ Night on Broadway is an effective means of bringing new ticket audiences into theaters.
If we follow this further, our data indicates that over 43% of these new ticket buyers go on to make more Broadway purchases in the future. Based on this info, 20.5% of Kids’ Night orders are brand new, repeat audiences. That’s a very solid ROI.
Even beyond the numbers, the potential impact is huge. We know that Kids’ Night on Broadway serves mostly families around the NY Metro area ( 83.52% are from NYC and the suburbs). Kids’ Night is fostering and inspiring not only the next generation of ticket buyers, but perhaps the next generation of arts professionals as well. Either way, Kids’ Night on Broadway is an investment that is paying off on many levels.
For more information on The Shubert Organization, visit www.shubert.nyc.
The program, on its surface, is simple discounting, but it goes way beyond that to build new audiences of theater fans for Broadway, with select shows offering in-theater activities including talkbacks, activity books, and other events. It’s an investment for the future.
While we don’t know the exact impact of Kids’ Night on Broadway, we have strong indicators that it is a powerful tool for audience development. According to Telecharge reporting, just shy of half ( 47.56% ) of all KNOB purchases were a household’s first-ever Broadway purchase. This is a clear indication that Kids’ Night on Broadway is an effective means of bringing new ticket audiences into theaters.
If we follow this further, our data indicates that over 43% of these new ticket buyers go on to make more Broadway purchases in the future. Based on this info, 20.5% of Kids’ Night orders are brand new, repeat audiences. That’s a very solid ROI.
Even beyond the numbers, the potential impact is huge. We know that Kids’ Night on Broadway serves mostly families around the NY Metro area ( 83.52% are from NYC and the suburbs). Kids’ Night is fostering and inspiring not only the next generation of ticket buyers, but perhaps the next generation of arts professionals as well. Either way, Kids’ Night on Broadway is an investment that is paying off on many levels.
For more information on The Shubert Organization, visit www.shubert.nyc.