https://www.broadwaynews.com/how-to-win-back-broadway-audiences-in-an-ease-obsessed-world

3.10.2025

“A new study reveals that the barrier of effort is one to which Broadway must pay greater attention.”

How do we get audiences back to Broadway? Itʼs the question weʼre all tired of hearing—but not done answering. So Disney Theatrical Group, in collaboration with Situation, put strategic consultant firm maslansky+partners on the case. This past summer, they ran an online, national survey to get a foundational sense of Broadwayʼs barriers. The firm surveyed 600 people: about an even split of “novices,” who had limited or no experience with Broadway shows, and “believers,” who had a history of going to Broadway shows and more familiarity with New York City. The results were as revealing as they were unavoidable. Yes, cost matters, but what really stood out was how often words like “hassle” and “effort” came up. The planning, the commute, the logistics. Broadway isn’t just competing with other live events – it’s competing with ease itself.

I think partner Ben Feller of maslansky + partners summarized it best:

“The audiences that Broadway wants back are giving you the answer. If you want more of them in your theaters, you have to feel the whole experience as they do. And, at times, they feel like itʼs a huge hassle — long lines, concerns about crime, getting into Times Square, finding a place to park. They just need it to be a little easier, and they know one show or one theater canʼt do it. Itʼs up to the industry, together.”

To unpack what this means and how the industry can respond, I sat down with Angelo Desimini, senior vice president of Disney Theatrical Group. Angelo spent many years in the CEO role at Broadway advertising agency Serino Coyne and invests a lot of his time on committees and conversations around audience development for the industry. We talked about shifting perceptions, making Broadway more inviting, and, most importantly, reminding people why the effort is so worth it.

Damian Bazadona: Letʼs cut right to it. One of the biggest takeaways from this survey: A whopping 79 percent of people have an overall positive impression of NYC and Broadway. Thatʼs a huge number — and probably a surprising one for many. What do you make of that?

Angelo Desimini: Itʼs an incredibly reassuring and powerful insight. Despite the challenges of recent years, including the pandemic, nearly 80 percent of people still view NYC and Broadway positively. That speaks volumes about the emotional and cultural impact of live theater. Broadway remains a symbol of energy, creativity and shared connection — things that feel even more valuable in an increasingly digital and AI-driven world.

People still love the idea of coming to the theater, even if there are logistical hurdles. That means thereʼs a strong foundation of goodwill to build upon. The real question is: How do we make them feel welcome and excited to return?

Bazadona: The research looked at two core audience groups — novices and believers. No surprise, both cited cost as a key barrier to attending Broadway. But what stood out was that they also aligned on another major deterrent: the hassle of it all. The commute, getting around, city life. Does that surprise you?

Desimini: Not surprising, but itʼs valuable to have data confirm it. The logistics of getting into the city — commuting, parking, navigating crowds — have always been a challenge, especially for those coming from the suburbs or the Northeast corridor. For people with busy lives who arenʼt in the city every day, that hassle can feel overwhelming. If we want to bring audiences back, we need to acknowledge this and find ways to make Broadway feel more accessible and seamless.

Bazadona: The research highlighted the difference between “high barrier” and “low barrier” activities. People gravitate toward easy ways to unwind — dining out, streaming or other low-effort plans. Broadway, however, was often grouped with activities like skiing or going to the beach — things that require more planning. The word “ease” kept coming up. How do you think that perception affects audience behavior?

Desimini: This reflects a broader post-pandemic shift. Audiences have embraced local spots, at-home entertainment (hello, Netflix) and stress-free plans. Broadway, with its advance tickets, travel and fixed schedules, can feel like a big commitment.

But hereʼs the thing — Broadway delivers something no quick-fix activity can: unforgettable, once-in-a lifetime memories. The challenge is shifting the conversation. How do we help people see that what theyʼre “buying” isn’t the hassle, but the lasting joy of an extraordinary experience?

Bazadona: Should the industry work on making Broadway feel more “low barrier,” or is part of the magic in the effort?

Desimini: Thereʼs definitely room to make Broadway more accessible without losing its specialness. Itʼs about streamlining certain aspects — simplifying the ticket-buying process, offering more flexible scheduling and even helping people navigate the city more easily.

Imagine if there were Broadway-wide partnerships with ride-sharing services to offer discounts on transportation. Or if theaters collaborated with local businesses to create all-in-one experiences that made the evening feel effortless.

That said, the “high barrier” elements — getting dressed up, the anticipation, the effort — add to the magic. The key is balance: making it easier without losing what makes Broadway special.

Imagine grabbing your Broadway ticket and knowing your ride there is already sorted — maybe itʼs an Uber discount or your subway fare covered. Or picture Broadway teaming up with local restaurants, so dinner, transportation and your show flow together seamlessly, no hassle. Imagine a flexible “Broadway Anytime” pass that lets you easily swap dates or score perks for catching a midweek performance. How about after-work Broadway nights, where you can unwind midweek with exclusive cast hangouts or backstage experiences? And imagine having a Broadway Membership Card that doesnʼt just give you discounts — it makes you feel like an insider, part of something special.

There’s a lot of room for innovation.

Bazadona: Last one — and letʼs make it fun. If you could erase one overused Broadway marketing phrase forever, what would it be?

Desimini: After 25 years in the industry, Iʼve seen plenty of marketing phrases come and go. But one that always makes me cringe? “A Must-See Event.”

Itʼs so overused that itʼs lost its impact. If everything is a must-see, then nothing truly stands out. Audiences today are discerning — they donʼt want to be told what they “must” do. They want to feel an authentic connection to an experience.

Instead of leaning on generic buzzwords, we should focus on what makes a show genuinely special. Whatʼs the emotional pull? Whatʼs the unique story? What moment will stay with audiences forever? Thatʼs the kind of messaging that resonates and builds excitement naturally.

Damian Bazadona is the president and founder of Situation, an advertising and marketing agency which specializes in live theater.

The opinions, beliefs, or views expressed by the author are theirs alone and do not purport to reflect the opinions, beliefs or views of Broadway News or its affiliates.