There has been a concerted effort over the past decade to redefine Broadway.

It’s not just a street that runs a bit crooked through the island of Manhattan.  It’s a street that starts in New York City and runs straight through the heart of this country and all the way to the other side.

It’s everywhere there’s a Broadway show, including the 240 cities across North America that present ’em.

The National Touring industry had some serious heydays in the late 80s and into the 90s when shows like Cats, Phantom, Les Mis, and Miss Saigon mopped up outside the New York City limits.  It was circa this time that we realized the importance of this giant arm of what we do.

You see, touring Broadway shows . . .

. . . Can make a lot more money than Broadway shows thanks to larger theaters and lower costs.

. . . Are how most of our audience members are introduced to Broadway shows.  Audience development starts here.

. . . Are presented by smart, passionate people, and we need them in our ranks (which is why they are all members of the Broadway League) because there is strength in producing numbers.

The effort to group what we do in this city and what we do around the city (and globe) together continues, and just yesterday the Broadway League announced a brand spanky new website just for the touring industry called, TouringBroadway.com.

It’s a place for you to see all the shows currently on the road and most likely coming to a theater near you.  Check it out.  And sign up for the Fan Club while you’re there.

I’ve heard some rumblings from Producers on both sides of the geographic coin – some who say they think Broadway should just be Broadway.  And “The Road” should just be “The Road.”

But not me.  We’re marketing a brand called Broadway.  And as long as we control the quality of that product, then it’s our mission to get that brand and its name all over the world, one theater at a time.

Visit www.TouringBroadway.com today.

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