Travel Marketing Summit

ANDREW ASNESTheatrical Producer

First 7 films $6.3B in sales

Total Sales $4.5B

$6B+ Worldwide Box Office

$6.2BWorldwide Box Office

Broadway12.1 million admission

$1.126B In Sales

Broadway16.4 million admission

$991MM In Sales

Broadway Audience

2013–2014 • 8.52 million tourists visit Broadway shows• 70% of all tickets.• Domestic tourists account for 49% of all Broadway tickets• International tourists, 21%.

• Theatergoer profile:• average annual household income of $201,500• 78% had completed college and 39% had graduate degree.• Average age of ticket buyer: 44 years old

Broadway Purchasers

• Playgoers: 8 shows in the past year– specific performer as the greatest lure.

• Musical attendees: 4 shows.– personal recommendation was the most influential factor in show

selection• The most popular sources for theatre information were word-

of-mouth and Broadway.com.• 54% purchased their tickets online. Steady online purchasing

growth• Tickets bought36 days before the performance on average.• 25% said some kind of advertisement influenced their purchase

decision.

Compete for Eye Balls

• Methods• Group presentations• TKTS• Online digital ads• Partnerships• Print pubs• SEM campaigns• Facebook ads• Outdoor• Email campaigns: targeted, segmented