TodayTix Is Giving 1,000 Broadway Tickets to Frontline Workers
When curtains can go up, frontline workers will have a seat in the theater.
Theater lights may be dark for now, but one ticket company wants to make sure frontline workers are treated to a spectacular show once curtains are raised again.
TodayTix, which sells tickets to shows on Broadway and all over the world, is raising money to send essential workers to a future theater show with their Save A Seat Fund. Contributors can give anywhere from $5 to $50 — the average cost of a ticket on the site — for a frontline worker to use to see a show of their choice at a later date.
The goal is to send 1,000 essential workers — also the number of seats in a typical Broadway theater — to a show to reward them for their efforts.
“Global theater will come back smarter, stronger, and more powerful than ever,” Brian Fenty, the CEO and co-founder of TodayTix, said in a statement provided to Travel + Leisure, adding the initiative will “help give theater access to those on the frontlines of the COVID-19 crisis and look ahead to a brighter tomorrow.”
To identify and reward these essential workers, TodayTix said it will work directly with organizations that are staffed with frontline workers on staff. The tickets will be offered in several cities, including New York, Chicago, and Boston.
And actors are on board —Jesse Tyler Ferguson tweeted about the program, encouraging people to donate.
Theaters throughout the country have closed as COVID-19 has swept through the nation. Sitting in the middle of New York City’s battle with the contagious virus, Broadway canceled shows on March 12 and has extended its closure through at least June 7.
Now, fans of the Great White Way are contemplating what theaters will look like once they are finally allowed to reopen.
“We have to be really, really careful about how we start to come back,” Mary McColl, the executive director of the Actors’ Equity Association, told The Associated Press this week. “If we step wrong and we do something too quickly when we haven’t figured out all of the ramifications, and it goes badly and people become sick because of it, that is going to set the whole industry back a long time.”
According to the wire service, tickets are likely to be deeply discounted to attract theatergoers, which also may mean they would need to be full to be financially viable.