Friday, March 31, 2023
Broadway street teams prove their worth in a changing ticketing landscape
Broadway News: Red tights and bowler hats. Buttons that read “Ask Me About Broadway!” Flyers brandishing show logos and discounts. These are the staples of Times Square. For those who work in theater and traverse the crossroads of the world every single day, it can be easy to see these as something to avoid. But the people who make up Broadway street teams, as they’re known, aren’t just bodies in a crowd — they are a crucial piece of Broadway advertising and a driver of ticket sales.
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I've never really thought about Broadway ticketing, as I always thought that Broadway tickets were very hard to get and always sold out pretty quickly. and my own life I've also never really thought about advertising even when I was producing my own show. I didn't really start thinking about the advertising until the show got closer, as I always kind of just assumed that people knew that the show was happening and would be pretty excited to see it on stage after all the weeks of hard work and preparation. there's nothing like putting out ticket sales and seeing that not very many tickets have sold, just because of under advertisement. I also usually assume that social media might be enough, but forget that the importance of Word of Mouth really is a thing. Especially during covid, tickets to shows are really hard to get because of the limited tickets sales, but after things started lifting, I assumed that theaters would fill automatically and didn't take into account that the word still needed to get around to not only close Community but also the larger public.
Here’s what’s crazy. I believe this article, but like - I’ve never seen someone buy tickets on the street live. Maybe I’m just blind. But I do agree and see the same-day ticket market sustaining. In theory, if you’re a tourist that’s not going to the city to see a particular show, you’re gonna be enticed if someone is in front of you advertising it if you’re not acquainted with the theatre scene. To be so real, I have never considered buying off of a street ticket seller. A) It’s almost certainly going to be more expensive than TKTS or even rush tickets; B) I am incredibly anxious and am not keen on having to buy a ticket live from someone in red tights on a bustling NYC street. Don’t you just live for the legends in Fosse poses wearing black on the street for hours before they go into work and do Fosse poses wearing black for hours? Do they get cold? Does the love of Fosse keep them warm?
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