The first domestic TKTS outpost outside New York comes at a time of rising concern about ticket prices and theater economics.
TKTS, the landmark theater discounter that has been a Times Square mainstay for 51 years, is expanding to Philadelphia at a time when regional theaters are struggling and ticket costs are a persistent cause of consumer concern.
The new booth, located inside Independence Visitor Center in the city’s historic district, will be the first in an American city other than New York. London and Tokyo also have TKTS booths, and New York has a second booth at Lincoln Center.
The Philadelphia booth will sell tickets to local theater, dance and music productions, as well as for some touring Broadway shows; the tickets will be discounted by 30 percent to 50 percent and can be purchased up to 72 hours before curtain (in New York, the purchase window is shorter). The visitor center, which is near major tourist attractions including the Liberty Bell, drew 1.3 million people last year and already sells tickets to other attractions.
The TKTS kiosk will begin selling tickets on Thursday and will be open daily from 10 a.m. to 6 p.m.
Angela Val, the president and chief executive of Visit Philadelphia, a tourism marketing agency, said her organization had contacted TDF, the nonprofit that runs the TKTS booths, to propose the expansion. The agency was motivated by a concern that ticket prices were limiting audiences for local arts and culture events. “We wanted to make sure all people had access to theater,” Val said. “Everyone, no matter how much money you have, should have access to arts and culture.”
More than 20 presenting organizations will offer tickets through the program, including Ensemble Arts Philly, which has three venues that host music, dance, comedy and theater performances, as well as touring Broadway shows. Also participating are the three top-tier regional theaters in the city — Arden Theater Company, Philadelphia Theater Company and Wilma Theater (the recipient of this year’s Regional Theater Tony Award) — as well as the Philadelphia Orchestra, Philadelphia Ballet and BalletX.
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Source: Theater - nytimes.com
