NEW YORK — The League of American Theaters and Producers will unveil the Broadway Ticket Center today as part of effort to broaden its audience and simplify the process of seeing Broadway and Off Broadway shows for tourists and Gothamites alike.
“This is the first time there’s been a consolidation of tickets and information,” said Kylie Robertson, a spokeswoman for the League, adding “the reason why this is being done is really customer service.”
While the League is unsure of how many people will use the information and ticketing center, it says that there’ll be “a hell of a lot of foot traffic:” Indeed, the Times Square Visitors Center in which it is housed, located between 46th and 47th streets on Seventh Avenue, is expecting to service a million souls a year, according to Linda van Kesteren, program director for the League.
All Broadway’s tickets will be available, as will about 20% of Off Broadway’s shows. But unlike the TKTS discounting center in Times Square, run by the Theater Development Fund, patrons need not bear the sun or the cold, and Broadway Ticket Center customers can buy tickets for dates as far out as a show is booked. But for that luxury, they’ll be paying full price.
For now, the only holdout is Disney theatricals, but League officials say they expect Disney to eventually sign on. For now, only League members (read: Broadway producers) will be invited to list their shows at the Center, which limits its Off Broadway menu to Broadway producers who also produce Off Broadway. That may change, according to Robertson, who is working with the League of Off Broadway Theaters to incorporate more shows into the Center’s menu.
The usual limits set by theater’s box offices of six to eight tickets per customer still apply, Robertson said.