Who is in line at the TKTS booth? We found out!
Did you ever wonder who is standing in line for hours waiting for that half-price (or 40%, 30% or 20%-off ticket)? Did you ever wonder where they were from (and how that
compared with the overall Broadway audience)? And what shows those
peeps wanted to see?
We did!
Every show I’ve worked on has had a “booth strategy”, even if that
strategy is not to go there.
Well, as I often say, you can’t have a
strategy without statistics (actually, that’s not true . . . you CAN
have a strategy without statistics . . . but that strategy usually
sucks.)
So we sent out a team of PPers to take a survey of 500 of those bargain
hunters, and here are the questions we asked and the
exclusive results:
PRODUCER’S PERSPECTIVE TKTS SURVEY RESULTS
1. Are you male or female?
57.6% female
2. Where are you from?
16% from the tri-state area
3. Do you want to see a Broadway show, an Off-Broadway show or does it matter?
3% preferred Off-Broadway
15.8% had no preference
4. Do you want to see a play or a musical or either?
79.80% preferred a musical
10.40% had no preference
5. When you got in line today, did you know exactly what show you
wanted to see or did you wait to get in line to make your decision?
39.20% didn’t know what show they wanted to see
6. Have you ever paid full price for a Broadway show?
34.20% have never paid full price for Bway
7. What show do you want to see?
2. Phantom
3. Mamma Mia
4. Mary Poppins
5. Avenue Q
Were the results what you thought they would be? How did they differ?
And the most important question of all, what can you do with these results to strengthen your strategy? The old rule about taking surveys and doing focus groups is not to do them, unless you’re prepared to do something with the results.
The most exciting stat to me? Almost 4 out of every 10 people in line
haven’t made up their mind on what show they want to see when they get on line. Now, if
you’ll excuse me, I have to go come up with some ideas on how to
increase my booth presence.
Special thanks to my assistants, Amanda, Krysta and LA for collecting the data.
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Podcasting
Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.
