Broadway in Austin Generated $40M in Economic Impact, New Report Finds
The Broadway League report highlights Bass Concert Hall as a hub driving local restaurant, hotel, and retail spending.
Texas Performing Arts and Broadway Across America announce that Broadway in Austin generated approximately $40.2 million in economic activity during the 2023–2024 season.
That figure is part of $5.7 billion in nationwide economic impact from touring Broadway productions, according to the Broadway League's Economic Impact of Touring Broadway 2023–2024 report released earlier this month.
In Austin, Broadway shows draw audiences to Bass Concert Hall and the surrounding area, where theatergoers support local restaurants, hotels and retail businesses before and after performances. That $40.2 million in economic activity reflects both direct expenditures by producers and the presenter to stage the shows and the additional spending audiences bring to the city.
The Economic Impact of Touring Broadway 2023–2024 report highlights how that pattern plays out on a national scale, with dollars spent in connection with Broadway performances continuing to circulate across industries and into surrounding communities — driving billions in economic activity well beyond the theater itself.
“The arts deliver immeasurable human value while also creating very tangible economic benefit to communities that support it,” said Bob Bursey, Executive and Artistic Director of Texas Performing Arts. “When a Broadway show comes to Austin, it's not just a night at the theater — it's dinner out, a hotel stay for a family driving in from out of town, and an experience that keeps people coming back regularly to support businesses.”
Of the $5.7 billion in nationwide economic impact, more than $1.34 billion comes directly from audiences spending on dining, transportation, shopping, and lodging tied to their theater experience. The remainder reflects direct expenditures by producers, presenters, and venues to bring productions to stages across the country, underscoring the full scope of touring Broadway's role in supporting local businesses and jobs well beyond the stage.
The economic momentum reflected in this report comes as Broadway in Austin announces its largest season in history. The 2026–2027 lineup features a record 11 productions at Bass Concert Hall, including seven Austin premieres — among them Alicia Keys' Hell's Kitchen, Buena Vista Social Club and Death Becomes Her — alongside returning favorites including The Phantom of the Opera, Beetlejuice and The Book of Mormon. Season subscription packages start at $290 and are on sale now.
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Rock of Ages TexARTS (7/10-8/09) |
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Averly Morillo McAllen Performing Arts Center (10/10-10/10) |
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Ras Leela: An East Side Story The Long Center for the Performing Arts (8/21-8/22) |
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Annie Zach Theater (6/24-8/02) |
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Midnight The Stage (8/06-8/16) |
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John Cameron Mitchell: Hedwig 25th Anniversary Movie Tour Emo's Austin (8/05-8/05) |
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The Unknown Tour Julie Rogers Theatre (11/07-11/07) |
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Chayanne Don Haskins Center (10/01-10/01) |
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TCU Horned Frogs vs. West Virginia Mountaineers Amon Carter Stadium (10/24-10/24) |
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42nd Street Georgetown Palace Theatre (7/24-8/30) |