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Industry Pro Newsletter: Patrons More Willing to Give, Broadway Grosses to Return


Both offer extremely encouraging data points heading into the holiday season.

November 1, 2021 -

With new data released this week from the Broadway League, a clearer picture of Broadway's reopening is emerging - and the signs are encouraging for venues across the globe. So far, Broadway has played to audiences at 85% of capacity - this is running slightly ahead of what survey data is suggesting would have been the case, based on the safety measures currently in place for an audience to sit down for a Broadway show. In more good data news this week, we've got survey data below indicating that patrons' willingness to give to arts organizations is at the highest level it has been in years - welcome news to the many organizations that continue to struggle to financially recover from the past year and a half.

The Social Report

Following resuming Broadway performances and the first performance of Emilie Kouatchou as Christine, Phantom saw a large bump in the 'talking about' metric. Wicked also saw a small bump celebrating its 18th anniversary on Broadway.


BroadwayWorld Announces New & Improved Stage Door

BroadwayWorld is excited to announce today the new and improved Stage Door platform, featuring an all new design and functionality, allowing for your favorite performers to offer more virtual services including video shout outs, virtual classes, meet & greets and more.

Industry Pro Newsletter: Patrons More Willing to Give, Broadway Grosses to Return Broadway League Will Report Grosses

In a reversal of an earlier decision, the Broadway League will begin publishing a weekly grosses report for the remainder of this season. Along with this news came a few updated statistics, including that since reopening, Broadway shows have played at over 85% capacity for 174 performances between 26 shows. In response, BroadwayWorld has relaunched our grosses coverage on the site.

Willingness to Give Up Nearly 7%

IMPACTS has been tracking the willingness of patrons to make donations to cultural institutions, and this year their survey has found that the percentage of people willing to make a donation to a performance based cultural institution is the highest it has been in the last 7 years. After a rough end of year last year for many institutions, this is a sign of relief. Many people are feeling more secure in their finances and have seen their savings and cash on hand increase to levels they hadn't previously experienced - all of this adds up to an environment that is particularly friendly for development departments across the country.

In Chicago, Nearly Half of Small Theatres Yet to Reopen

While digital performances continue from some groups, nearly half of the small theatre companies in Chicago have yet to reopen for in-person performances according to recent data released by the Donnelley Foundation. For many of these companies, they cite the risk of having to shut down a second time as too high to try and reopen until absolutely certain they're in the clear. The Donnelley Foundation provides unrestricted grants to Chicago's storefront theatre community - theatres with budgets under $1 million - a group particularly vulnerable to the risks associated with reopening too soon.

Industry Pro Newsletter: Patrons More Willing to Give, Broadway Grosses to Return Mayor de Blasio Declares October 26 Drama Book Shop Day

Last week, New York Mayor Bill de Blasio stopped by the Drama Book Shop to present the store with a citation from the city celebrating the return of the shop and declaring October 26, 2021 as "Drama Book Shop Day". Members of the new ownership team, including Lin Manuel-Miranda were on hand to accept the citation.

Party of One? Not So Easy In the Age of COVID-19

As many venues try and continue to support social distancing - especially in states like Florida that aren't offering the same kind of safety mandates as New York City where everyone is masked and vaccinated - it is creating a situation where it is increasingly difficult to get a seat as a single theatre-goer, as this creates gaps for theatres trying to sell seats in contained "pods".

Industry Pro Newsletter: Patrons More Willing to Give, Broadway Grosses to Return Concord Theatrical and Really Useful Group Extend Partnership

Andrew Lloyd Webber's Really Useful Group and Concord Theatricals extended their long-term partnership last week. Concord will continue to represent the RUG Catalog for both Amateur and Professional performance rights in North America.

Manhattan Theatre Club Announces New Commissions and More

The Manhattan Theatre Club last week announced a new slate of commissions of new plays and musicals, as well as introduced the Inaugural Groundworks Lab, which is designed to be a year round incubator for works in progress.

Industry Pro Newsletter: Patrons More Willing to Give, Broadway Grosses to Return The Work of Anti-Racism on Broadway

Earlier this year, many high-profile Broadway insiders gathered together to take part in Edify Broadway presented by the Harriet Tubman Effect Institute. Together, the group of majority white theatremakers were given space to ask questions, process, and begin to learn more about ways their work in the past may have been harmful, and how they can grow toward an equitable and anti-racist future.

Apple's Privacy Changes Means Adjustments to Your Marketing Plan

When Facebook announced their earnings last week, one thing the company noted was that Apple's new privacy policy is making it more difficult for their advertising platform to target specific users based on interest. For advertisers, that means costs are going up to reach those consumers through Facebook - and that a more efficient use of funds might be to utilize marketing from platforms with an audience in place that you're already trying to reach.

Win a Ticket to the TheatreMakers Summit

Back for its 5th year, this event brings together some of the brightest luminaries in the theatre industry for a virtual gathering November 6th and 7th. With a long list of great keynote speakers set, you won't want to miss it - and you can win a free registration at the link above.

Add Your Show to our Regional Events Calendar

As audiences get set to return to in-person performances, and as your company works to market your own return to the stage, make sure you've got your upcoming shows in our regional events calendars. Listings are free of charge, with boosting options available. Get your show listed now!

BroadwayWorld Stage Mag - A Fully Interactive Show Program

The digital solution to your show program needs - want to see what's possible? Check out the Stage Mag's for off-Broadway's Blindness and for Next on Stage Season 3! Then start building your own at

Want more information about marketing options with BroadwayWorld? Request a media kit here and a member of our sales and marketing team will reach out promptly.

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