Broadway’s biggest producer has launched a loyalty program that will give theater fans the red-carpet treatment.
The Nederlander Organization, which owns 25 theaters globally, developed its Audience Rewards program to identify, then court, frequent theater-goers.
Fans register at AudienceRewards.com and set up a profile that covers demographics (including age, marital status and number of children), preferred types of performances (concerts, dance, musicals, opera, plays) and preferred types of offers (tickets, special events, restaurants, travel).
Members get access to VIP tickets to staged readings, cast recording launch parties and guest lectures, as well as behind-the-scenes events with writers, directors and performers. There’s a showcase of memorabilia and souvenirs assembled by private collectors and offered for sale to Audience Rewards members, and an e-mail newsletter covers show info (including tours and cast changes).
Nederlander has signed a slate of restaurant, travel, retail and corporate partners that will extend offers to members.
“Audience Rewards is an important step in the maturation process of the Broadway industry,” said Nederlander Executive VP Nick Scandalios in a statement. “Many of the shows playing in our theaters in New York and around the country have become global entertainment brands and their popularity is fueling the growth of online information and ticketing. By establishing an efficient way for us to reach a national audience, we believe this program will also benefit other producers, theatres and related companies working throughout the Broadway industry.”
Thirty-nine theaters participate in the program. Loyalty Lab, San Francisco, handles the program for New York-based Nederlander, whose eight Broadway theaters include the Gershwin, Marquis, Richard Rodgers and Neil Simon Theatres.
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