The League of American Theatres and Producers plans to offer another "Season of Savings" this fall.
Last year's promotion, which hoped to stave off the financial winter doldrums that are commonplace at the Broadway box office during the months of January, February and early March — and which were expected to be worsened due to the Sept. 11 tragedies — was a financial success. The Playbill savings coupon booklet, which featured discounts to New York theatrical productions as well as restaurants, hotels and museums and other New York businesses, was inserted in over three million newspapers in the Northeast corridor and resulted in the purchase of nearly 100,000 theatre tickets.
Jan Svendsen, the League's director of marketing and business development, told Playbill On-Line that although the fall "Season of Savings" is currently in the "early planning stages," the program will also be instituted in the winter and possibly spring 2003.
"Both [advertising agencies] Serino-Coyne and Spotco will be working on the project collaboratively under the auspices of the League," Svendsen said. The fall project would most likely run between Labor Day and Columbus Day, a time period that is often the lowest-grossing period of the theatre season.
—By Andrew Gans