Three Ways to Look at Tourists Dominating Broadway Sales

Theatremania calls it “well over half,” but a more accurate characterization is two-thirds of tickets sold to Broadway shows are to people who are not from New York. How should Broadway think about this? • It’s a problem. The home market is huge and full of theater consumers. Local customers are cheaper to reach and easier to get to repeat. Being more successful with them would mean a more reliable and profitable baseline for the Broadway theater ecosystem. • It’s …

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