Liff, who has served at William Morris for 35 years, also co-produced Orson Welles' Moby Dick on Broadway and served as associate producer for David Merrick on Hello Dolly!, Oliver!, 110 in the Shade, Marat/Sade, Rosencrantz and Guildenstern Are Dead, Sugar, Cactus Flower and Promises, Promises.
Liff is being honored with Primary Stages' Dedication to New Plays Award, presented to an individual or group who have made significant contributions to the advancement of new plays. The 6:30 PM event will feature tributes by Manny Azenberg, Marvin Einhorn, Angela Lansbury and Philip J. Smith.
Performing selections from Guys & Dolls, Hello, Dolly!, Mame, My Fair Lady and Promises, Promises will be Fraser, Nixon, O'Hara and Roberts. Michael Lavine will musical direct.
Funds raised by the event benefit the Einhorn School of Performing Arts, Dorothy Strelsin New American Writers Group, PrimeTime Reading Series, commissions and workshops, and other Primary Stages arts educations programs.
The Primary Stages Gala will be held at the Edison Ballroom, located at 240 West 47th Street. For tickets, beginning at $500, phone (212) 840-9705.