New Study Reveals Economic Health of Touring Broadway

The importance of Broadway's economic contribution to New York has long been recognized, but now a new study by The League of American Theatres and Producers presents the scale of Touring Broadway's financial impact. "The Economic Impact of Touring Broadway" reveals that in the 2004-2005 season Touring Broadway contributed $3.25 billion to metropolitan areas across the U.S.

Producer and presenter expenses averaged $2088.33, while theatre-related visitor spending averaged $1158.97 for a total of $3247.30.

The report estimates the impact of Touring Broadway to local areas, as well as to New York City, by analyzing the spending of the theatres, producers and audience members. Nearly 100 shows of varying sizes were presented in the "Broadway Series" of more than 250 theatres across the country.

The analysis quantifies Touring Broadway's contribution to local communities:

· The bulk of Touring Broadway's economic impact ($2.87 billion) directly supported the metropolitan areas that presented shows throughout the country by means of work in the area as well as audience ancillary spending

· On average, Broadway tours contributed an economic impact of three times the gross ticket sales to the local metropolitan area's economy

· Theatres stimulated local economies:

- 54% of respondents reported that the theatre played an important role in their decision to come to that area
- Average Touring Broadway theatergoer lived 38 miles from the theatre
- Theatre-motivated individuals spent an average of $73 on related expenses each time they saw a show, with dining before or after the theatre accounting for nearly half of all ancillary spending

The study also reveals Touring Broadway's contribution to New York City:

· Approximately $377.7 million of Touring Broadway's $3.25 billion contribution returned to New York City as a result of New York based goods and services, as well as actors and staff members who traveled with the touring productions but lived in New York, so returning a portion of their salary to the city

· Touring Broadway's $3.25 billion, added to Broadway's $4.8 billion economic contribution to New York (source: "Broadway's Economic Contribution to New York City: 2004-2005 Season"), gives a combined impact of $8 billion for Broadway overall.

"Touring Broadway has grown so successfully over the years that it was important for the League to be able to have a benchmark to measure this growth and to help ensure its future development," commented Jed Bernstein, President of The League of American Theatres and Producers. "Touring Broadway not only contributes to local economies by attracting visitors to the area, but benefits New York City indirectly by serving as an advertisement for shows on Broadway and encouraging tourists to visit New York."

"The Economic Impact of Touring Broadway" is published by The League of American Theatres and Producers, which is the clearinghouse for information on the business, demographics and economic impact of Broadway theatre throughout North America. The League compiles various statistics and publishes extensive reports on a number of topics. Printed versions of the reports are available for purchase online at http://www.livebroadway.com/research.html

The estimates in the report are based on analyses of road presenter, production company and audience spending at 16 venues across the country, which are then extrapolated to account for the totality of road productions in the U.S. The report is compiled by Karen Hauser, Director of Research for The League of American Theatres and Producers.

The League of American Theatres and Producers, Inc., created in 1930, is the official trade association for the commercial theatre industry. The League's 500-plus members include theatre owners and operators, producers, presenters, and general managers in 240 cities across North America, as well as suppliers of goods and services to the theatre industry. Each year, League members bring Broadway to almost 30 million people in New York and across the US and Canada.

Visit www.livebroadway.com for more information.

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