Lincoln Center today opens a new atrium incorporating a box office that will sell day-of, discounted tickets to performances presented at all venues of the Gotham performing arts complex.
The David Rubinstein Atrium — also to house an info desk and a branch of sandwich cafe ‘wichcraft — is part of the major renovation project undertaken in recent years across the Lincoln Center campus, at a total cost of about $1 billion. New public space was formerly known as the Harmony Atrium.
The inventory of discount tickets will be based on availability for all the center’s offerings, including those from resident troupes the Metropolitan Opera, New York City Ballet, and others. Productions from Lincoln Center Theater, which also releases ducats to the legit-centric TKTS booths, will make tickets to their shows available at both the new box office and at TKTS.
The atrium’s B.O., where daily discount ticketing starts Jan. 7, also will offer advance sales of full-price tickets.
Lincoln Center prexy Reynold Levy noted that the lower prices that will be available at the new outlet could prove particularly appealing in the current financial climate. He added that use of the new box office — both by consumers and by the center’s producing orgs — may not gain momentum immediately, recalling the time it took for TKTS to gain a foothold after its launch in the 1970s.
I expect this will take far less time, but it will take a little time,” he said. According to him, the TKTS-style discount B.O. is the first for a nonprofit org in the world.
Atrium also will host free weekly performances (in a series sponsored by Target) and serve as a starting point for tours of the center. Architectural elements includes two vertical gardens, a fountain and a media wall listing events at Lincoln Center and around Manhattan’s Upper West Side.
Atrium is named after financier and Lincoln Center vice chair David Rubinstein for his $10 million contribution to the center’s redevelopment. Levy expects about 85% of the extensive construction project to be completed by the end of 2010.