The Broadway League
The Broadway League, formerly the League of American Theatres and Producers and League of New York Theatres and Producers, is the national trade association for the Broadway theatre industry based in New York, New York. Its members include theatre owners and operators, producers, presenters, and general managers in New York and more than 250 other North American cities, as well as suppliers of goods and services to the theatre industry.
Founded
1930
13-0951470
- 729 Seventh Avenue
5th Floor
New York, New York 10019
United States
Theatre
700+
Charlotte St. Martin
Executive Director
$9,360,554 (FY2013)
$7,587,315 (FY2013)
59
90
- The League of American Theatres and Producers (1985–2007)
- The League of New York Theatres and Producers (1973–1985)
- The League of New York Theatres (1930–1973)
Founded in 1930 primarily to counter ticket speculation and scalping, the Broadway League has expanded its mission and programs over time. In addition to negotiating labor agreements with 14 unions in New York City and engaging in lobbying initiatives throughout the country, the League recognizes excellent works and artists through award programs such as the Tony Awards, promotes the Broadway theatre industry through audience development programs such as Kids' Night on Broadway and Viva Broadway, and provides periodic studies and industry information such as box office grosses and demographic surveys for journalists, scholars, and the general public.
Membership[edit]
The Broadway League has more than 700 members[2] representing the Broadway theatre industry in New York and more than 200 other North American cities across the United States.[3]
In addition to theatre owners, producers, presenters, general managers who create productions and operate theatres across the country, industry specialists and vendors such as press agents, booking agents, advertising agencies, and scenery, costume, and prop shops are all eligible for membership.[4]
History[edit]
The League was founded in 1930 as the "League of New York Theatres and Producers". It was founded by Broadway theatre operators to further common interests, with the main purpose of fighting ticket speculation and scalping.[5] The original purpose of the League described in its charter was to "protect the general public patrons of the theater, owners of theatrical entertainments, operators of theaters and reputable theater ticket brokers against the evils of speculation of theater tickets."[6] The League's first successful act was the writing of the Theater Ticket Code of Fair Practice (together with Actors' Equity) which became a state law in 1940.[6] These efforts are still relevant today, as ticket resellers in New York State are required to obtain a license from the Department of State and are prohibited from reselling tickets within 500 feet of theatres or box offices.[3][7]
In the following years the League expanded its charter several times. In 1938, the League became the official collective bargaining unit representing the theatre owners and producers on Broadway to negotiate labor agreements with unions such as Actors' Equity.[6]
With the decline of Broadway in the 1980s the League changed its name to the "League of American Theatres and Producers" and began to expand its domain to theatres across the United States.[6] On December 18, 2007 the League adopted its current name, "The Broadway League". In a press statement announcing the name change, the League explained that its membership is "not limited to theatre owners and producers, but includes Broadway presenters, general managers and other Broadway industry professionals," and the new name "more aptly reflects the composition of the League's membership."[8]
Audience development programs[edit]
The Broadway League leads audience development programs targeting specific communities to broaden the audience base for Broadway productions. For example, Kids' Night on Broadway was created by the League and the Theater Development Fund to provide families across the U.S. affordable access to Broadway productions. On Kids' Night On Broadway, children from ages 6 to 18 receive free tickets to participating Broadway shows when accompanied by a paying adult.[36] Similarly, Family First Nights introduce economically at-risk families to Broadway productions in New York as well as around the country through subsidized tickets.
In 2012, the League launched a new audience development program named Viva Broadway, which focuses on Hispanic communities around the country. Working with Hispanic media outlets, Viva Broadway aims to promote Broadway to Hispanic families, proposing theatergoing experiences that fit their lifestyles and cultural traditions to engage in family activities involving multiple generations.[37] Broadway Speakers Bureau, a program that encourages high school and college students to pursue non-performance careers in theatre, was also created as a part of Viva Broadway.[38]
