Theatre Development Fund's on-line service, "Off-Off @ $9," which was launched last July to make it easier for TDF members* to attend off-Off Broadway shows all over the city, has been a rousing success. During its first year of operation, "Off-Off @ $9" has been responsible for 21,149 admissions and returning $190,341 in revenue to 675 off-Off Broadway productions throughout the city.
The program provides TDF's 80,000 members with instant access to the exciting world of off-Off Broadway at only $9 a ticket! Now, more than ever, TDF members can explore the smaller stages, beyond Broadway and Off Broadway, where innovative artists are creating new and adventurous works, with all tickets for only $9 with no handling fee.
"It's terrific that this program has taken off both with our members and the off-Off Broadway community. Our goal with "Off-Off @ $9" was to provide new audiences and generate needed revenue for these smaller theatres," said
Victoria Bailey, TDF's executive director.
"TDF launched this program right before our 2009 festival began," said Elena Holy, producing artistic director of the New York International Fringe Festival, "and we were so glad we were early adopters! We enjoyed a huge level of participation - mostly from first time FringeNYC-goers!"
"The program really encourages people to try out things they might not be familiar with," says Ginger Dzerk, ticketing services manager of the off-Off Broadway theatre complex 59E59. "Because it's been given that lower ticket price, a show costs less than a movie, which makes it easier to say, 'Hey, this sounds interesting. Let's check it out.'"
Of course, it's not just members who benefit from the program. "I've found that by selling our tickets through TDF, we're expanding our circle of people who know who we are," says Rob Neill, managing director of the iconic off-Off Broadway troupe, the New York Neo-Futurists. "Sometimes that's ten new people a night, and sometimes that's one, but that's all good in my book."
*TDF membership provides tickets to Broadway, Off Broadway, off-Off Broadway, dance and music productions at affordable prices for eligible theatre lovers. To qualify for TDF membership, you must belong to one of the following groups: full-time students, full-time teachers, union members, retirees, civil service employees, staff members of not-for-profit organizations, performing arts professionals and members of the armed forces or clergy. Our members enjoy access to hundreds of Broadway, Off Broadway, music and dance productions each year for only $22 to $39 a ticket, in addition to "Off-Off @ $9." To join TDF, go to: www.tdf.org/application.
Theatre Development Fund (TDF) has played a unique role in strengthening live theatre and dance in New York City for the past 42 years. This not-for-profit service organization's programs have filled over 78 million seats at discount prices (with theatre lovers who would normally not be able to attend live performance) and returned nearly 2 billion dollars in revenue to thousands of theatre, dance and music productions. Best known for its TKTS Discount Booths, TDF's membership, voucher, access and education programs as well as its Costume Collection, help to make the unique experience of theatre available to everyone. This year, TDF published its first book, Outrageous Fortune: The Life and Times of the New American Play. To learn more about TDF, go to:
www.tdf.org.
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