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PEOPLE & ARTS Friday 6 September 2019
Broadway secret: A frequent flyer program for theater fans

By MARK KENNEDY Cory, the teacher in Califor-
Associated Press nia, accrues points during
NEW YORK (AP) — This past every spring break when
spring, dance teacher she takes seniors in her
Donna Cory and one of her highest dance classes to
students took in the new New York for classes, tours
“Oklahoma!” revival on and shows. “I’m actively
Broadway. using them as a teaching
They thought the musical tool,” she said.
was bold and historic and Charles Flateman, the Shu-
urgently current. But per- bert Organization’s senior
haps one of the coolest vice president of market-
things about the experi- ing and CEO of Audience
ence was the cost — $0. Rewards, said the program
Cory is one of millions taking allows superfans unprec-
advantage of a somewhat edented access usually re-
uncelebrated loyalty plan served for the super-rich or
called Audience Rewards, the politically connected.
a sort of frequent flyer pro- “These are bucket-list items
gram for theater fans. for people except that you
Members earn points that get to fill that bucket over
can be redeemed for seats and over because every
to upcoming shows, mer- This Jan. 19, 2012 file photo shows a theatergoer buying Broadway tickets in New York. time you go to a show,
chandise or — if enough Associated Press you’re further on your way
points are hoarded — The free program connects ago and has 2.6 million Broadway theaters, caba- to doing something spe-
special master classes by users to ticket sellers like members. That compares rets and the Metropolitan cial,” he said.
Broadway insiders, behind- Telecharge or Ticketmas- with 14.8 million attending Opera. Unlike most loyalty What’s in it for Broadway
the-scenes tours or meet- ter. Users just need to plug shows last season. programs that try to keep shows? For one, people
and-greets with celebrities in their unique Audience Dalton said she has even members flying a specific tend to spend more in a
like Jake Gyllenhaal or Lau- Rewards number and ev- tagged along on a back- airline or using a bank’s loyalty program than if
ra Benanti. ery dollar they spend buy- stage tour of “Wicked” and credit card, Audience Re- they’re discount hunters.
Cory, a high school arts ing tickets earns at least “had that life-changing, wards doesn’t limit options And producers can influ-
teacher who lives in south- two so-called ShowPoints. wide-eyed moment even to a single business. ence behavior, like con-
ern California, often re- Some shows offer 1,000 to though that’s what I do for VIPs — or those who bag vincing members to go see
deems her points by unself- 3,000 bonus points, mean- a living.” 10,000 points in a year — a show on a rainy Wednes-
ishly sending her students ing first-time users can im- “What we are offering is the can bid on special events, day night in September
and former students to mediately accrue cheaper chance for an everyday which in the past have by upping the number of
once-in-a-lifetime experi- tickets the next time they fan who just loves Broad- included a walk-on role points earned.
ences, like master dance see a show. There’s even way to be able to access at “Rock of Ages,” pup- “The market responds. It
classes hosted by “Wicked” a section for fans to earn this stuff as a result of loving pet classes at “Avenue Q” makes a difference and
or “A Bronx Tale.” points by answering trivia Broadway,” she said. and pie-baking classes at it helps them fill up those
“I could spend my points on questions. The program leverages a “Waitress.” This month, VIPs tough evenings,” said Flate-
autographed posters, but I Katie Dalton, the senior unique coalition that in- get a chance to meet Gyl- man. “What we wanted to
have a house full of that,” vice president of Audience cludes the owners of all 41 lenhaal and Tom Sturridge do from the beginning is
she said. “It’s time to give Rewards, said the program Broadway theaters — in- (co-starring in “Sea Wall/A to reward patrons for their
back. I had some amazing is a powerful marketing tool cluding the Nederlander, Life”) — as long as they are loyalty and encourage
high school teachers. You that taps into avid theater Shubert and Jujamcyn willing to cash in at least them to go to shows more
pass it on.” fans. It started 10 years chains — as well as off- 15,000 points and pay $50. often.”q

Dystopian and watery Earth hosts ‘After the Flood’

By LINCEE RAY for the flood. After endur- that can be traded for ba- by a crew looking to devel-
Associated Press ing the devastating, life- sic needs. While on land, op a new colony.
“After the Flood,” by Kas- changing event, Myra learns through dan- Myra convinces the cap-
sandra Montag (William Myra is gutted when her gerous circumstances that tain to move north, even
Morrow) In her debut novel, husband cracks under the Row has been spotted in though everyone aboard
“After the Flood,” Kassan- pressure of the new world. The Valley. It becomes her questions if the risk is too
dra Montag explores the He takes their daughter, life mission to find Row and great. As it turns out, the ru-
social impact of climate Row, to escape to high- bring her home. mors were true and danger
change in a dystopian fu- er ground, leaving Myra Unfortunately, in order to awaits at every turn.
ture where the Earth’s sur- pregnant with their second get to The Valley, rumor Although “After the Flood”
face is covered in water. child. has it that sailors must cross is a dystopian survival story,
Readers can expect ad- Myra uses the fishing and treacherous waters and Montag masters the art of
venture, suspense and har- boating skills her grandfa- evade raiders while with- investigating the intricacies
rowing tales on the high ther taught her to survive. standing freezing tempera- of everyday life.
seas through this watery With one daughter by her tures. Who can you trust?
journey. This cover image released by side, Myra knows she can’t do What will you risk?
With invaluable instruction William Morrow shows “After Myra and young Pearl sail it alone, but in a serendipi- What is your definition of
from her grandfather, the Flood,” a novel by Kas- over regions of what used tous moment, she, Pearl family? And how much will
Myra and her family were sandra Montag. to be the United States, and a new navigator friend you sacrifice to protect the
able to somewhat prepare Associated Press hoping for a hearty catch named Daniel are rescued ones you love?q