Maybe it's a t-shirt; maybe it's a mug. But in MY vision, it's a new kind of discount ticket, which allows you to finally see the show you've been trying so hard to attend.
I'm not saying this should be easy. Losing the lotto is just part of the Broadway game. But I'm talking about rewards for people who show up ten, twenty or fifty times! That's loyalty, people. And if companies like Duane Reed and Borders Books can offer benefits for their most loyal customers, I say Broadway should too.
I propose that the reward be a discount ticket -- say 50% off of a ticket to a future performance -- when the Lotto Rewards Card is full. Each production, of course, gets to create its own rules (much like the student rush and lotto rules currently vary from show to show).
A Rewards Card makes sense: everyone wins. The fans are happy, since they get an extra chance to see a popular show at discount, even if their name doesn't often get pulled. This will reduce frustration (not to mention sadness), and will remind the fans that they're appreciated, respected, and acknowledged by the shows they love so much.
The show itself will benefit, since a loyalty program will encourage bigger turnouts at their box-office lottos; a crowd in front of a theatre makes the tourist walking by think, "Wow, that show sure is popular. I better see it before I leave town!" And even though the production will end up selling some tickets at half-price, it will require such a commitment by the buyer that it probably won't happen all that often. When it does -- well, the trade-off will work in the show's favor, in the loyalty it creates alone.
So who's going to bite? With it's consistently overflowing lotto, Wicked is the obvious choice. But other popular shows could benefit too -- Next to Normal, I'm looking at you! -- not to mention that this could be a great way for a newer show to inspire a loyal fanbase.
Marketers of Broadway shows, you may have my idea free of charge.
Just make sure you save me your very first Broadway Lotto Rewards Card!
