Theater Owners Endorse 'Audience Rewards' Program

The Nederlander Organization has announced the formation of an unprecedented business alliance with The Shubert Organization, Jujamcyn Theatres and members of The Independent Presenters Network to endorse Audience Rewards as the industry's official national patron loyalty program.

Consumers can enroll in the program at the official site, where membership details are featured and existing members can log-into their own personalized account. In addition, the site serves theatergoers as an inclusive online information resource for Broadway, Off-Broadway, National Touring Shows and other live entertainment events. Additional featured content includes production notes for shows, links directly to the authorized ticketing company for each venue, information on how members can receive a variety of special benefits, and beginning this fall, the inclusion of earning points towards theatre tickets, merchandise and special experiences.

Audience Rewards was introduced in September 2006 as a national appreciation program for Nederlander patrons. "The feedback from our patrons was very enthusiastic and our initial pilot program far exceeded our expectations in terms of audience engagement and ticket sales," says James L. Nederlander, President, The Nederlander Organization. "We are delighted that other New York theatre owners, as well as presenting organizations from around the country, have accepted our invitation to work in partnership with us to expand the scope of the project. As a group, we can realize our shared vision of delivering meaningful benefits and services to Broadway's national audience."

In order to design a world-class "coalition" program that includes multiple independently owned/operated theatres, The Nederlanders engaged Bonfire Partners and Points.com, whose principals have vast experience in creating and managing loyalty programs for a wide variety of companies as diverse as Starwood Hotels, Delta Airlines and Visa.

"Over 75 million consumers in America belong to a one or more of the over 2,500 loyalty programs in the market today," says Mark Lacek, Managing Director, Bonfire Partners.  "Audience Rewards is the first such program to unite the Live Entertainment industry.  We believe this program will deliver a significant value to consumers and, in return, happy customers will help expand the business of Broadway.  Audience Rewards is truly a groundbreaking program for the Loyalty industry and we are very excited to play an important role."

To establish Audience Rewards as a national program, The Nederlanders invited members of the Independent Presenters Network (IPN), a group of performing arts centers and Broadway presenters, to join the coalition of New York theatre operators.

"The IPN was initially formed to enable theatres to invest in individual productions and secure performance dates," says Al Nocciolino, Chairman of the IPN. "Today, the business of Broadway is not just about presenting good shows. Our local participation in Audience Rewards is recognition that customer service, benefits and value-added experiences are essential ingredients in attracting and keeping our patrons."

IPN members to join the coalition to date include: Blumenthal Performing Arts Center, Charlotte, North Carolina; Broadway Series South, Raleigh, North Carolina; Bushnell Performing Arts Center, Hartford, Connecticut; California Musical Theatre, Sacramento, CA; Civic Center of Greater Des Moines, Des Moines, Iowa; The DuPont Theatre, Wilmington, Delaware; The Fox Theatre, St. Louis, Missouri; NAC Enterprises, Buffalo, New York; Pittsburgh CLO, Pittsburgh, Pennsylvania; Providence Performing Arts Center, Providence, Rhode Island; The Starlight Theatre, Kansas City, Missouri; and Theater of the Stars, Atlanta, Georgia.

These and other participating theatres will be featured on AudienceRewards.com along with a wide array of promotional partners and sponsors.

Financial terms of the program were not disclosed.