NYC & COMPANY LAUNCHES “ON THE HOUSE” TO BOOST TICKET SALES AT MORE THAN 30 OFF-BROADWAY SHOWS AND STIMULATE BUSINESS AT NEIGHBORHOOD DINING ESTABLISHMENTS
Promotion Takes Place February 15 through March 1 and Features Two-for-One Off-Broadway Tickets and Complimentary Coca-Cola® Drinks with Purchase of Pre- or Post-Show Meal at Neighborhood Restaurants
New York City (February 4, 2009) NYC & Company, the City’s marketing, tourism and partnership organization, today announced a new program to boost ticket sales at more than 30 Off-Broadway productions throughout the City and stimulate business at neighborhood dining establishments. On the House, which runs from February 15 through March 1, is the first formal marketing initiative to promote Off Broadway in New York City. Supported by founding partner Diet Coke® and media partner Metro, the On the House program allows consumers to buy two-for-one tickets at more than 30 Off-Broadway shows and receive a complimentary Coca-Cola® signature beverage with the purchase of a pre- or postshow meal at 11 City restaurants. The announcement took place at the Lucille Lortel Theatre in the West Village. NYC & Company CEO George Fertitta was joined by George Forbes, the president of the League of Off-Broadway Theatres and Producers; Tony Award winner and Uncle Vanya star Denis O’Hare; and members of the cast of Stomp.
“New York City is a showcase for some of the world’s best theater, and Off Broadway is home to some of our city’s best talent,” said Fertitta. “I’m pleased that we have partnered with the Off-Broadway theater community to offer an added incentive for New Yorkers and visitors to take advantage of these shows while enjoying considerable cost savings. We also encourage the public to visit the restaurants in this promotion to take advantage of a complimentary Coca-Cola signature beverage while sampling some of our city’s great dining.”
Participating theaters are scattered throughout Manhattan, from Chelsea to Harlem, from Midtown to the Village. Long-running shows such as Altar Boyz and Blue Man Group join limited-engagement productions such as Uncle Vanya, starring Denis O’Hare and Maggie Gyllenhaal; Distracted, starring Cynthia Nixon; and The Third Story, starring Kathleen Turner.
Visitors and residents can get details about the new "On the House" program, including the participating shows and restaurants, and reserve their theater tickets by visiting the newly launched microsite nycgo.com/onthehouse. Reservations are currently open.
“Off Broadway is the place to go to see both the newest shows as well as the classics—it is an incubator for great writers, actors and plays that often go on to much wider distribution,” said Forbes. “On behalf of the more than thirty Off-Broadway shows involved in this program, we are pleased to be collaborating with NYC & Company to spotlight the unique talent of Off Broadway—from the actors to the designers and technicians.”
Founding partner Diet Coke® is offering complimentary Coca-Cola® beverages for theatergoers who take part in the promotion. To receive the free drinks, theatergoers must show their ticket stub and purchase a meal at one of 11 restaurants participating in the promotion throughout the City: B. Smith’s, Barbounia, Brick Lane Curry House, Chinatown Brasserie, Kellari Taverna, Lure Fishbar, Marseille, MoBay Uptown Restaurant, Peanut Butter & Co., Pigalle and Sylvia’s Restaurant.
“We are very excited to support local theaters and Coca-Cola partner restaurants in this promotion,” said Coca-Cola FoodService Regional Vice President Ben Shanley. “We’re proud to be a founding partner of NYC & Company. Coca-Cola has been served in New York City for over 100 years so we have a deep connection to the City.”
Supporting partner Metro, the official media partner, is providing the official guide to the On the House program. Through print and online channels, Metro will also promote the new program throughout the month of February.
“This is the perfect time to show support for New York City’s economy by encouraging New Yorkers to enjoy Manhattan theater and dining at a better rate,” said George Tsaros, managing director and publisher of Metro New York. “Metro is proud to produce the official guide to On the House, providing a vehicle to reach both Metro’s young and culturally enthusiastic readers and New York’s vibrant community of visitors. Partnering with NYC & Company was a natural fit.”
NYC & Company is also promoting the new program through local print and digital advertising and through bus shelter advertising across the five boroughs.
A sweepstakes has also been launched to celebrate the excitement of Off Broadway. Six winners will receive two Off-Broadway show tickets per month for an entire year—on the house. People can enter the On the House/Year of Theater Sweepstakes on line at nycgo.com
Off Broadway designates theaters with no more than 499 seats, offering an intimate setting for theatergoers. Two-thirds of the shows are produced by not-for-profit organizations and run for limited engagements.
About NYC & Company:
NYC & Company is the official marketing, tourism and partnership organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For more information, visit nycgo.com.
About the Off-Broadway League:
The League of Off-Broadway Theatres and Producers is a trade organization dedicated to fostering increased awareness and interest in Off-Broadway theater and supporting the creation of new theatrical productions. Some of its programs include the Lucille Lortel Awards for Outstanding Achievement Off-Broadway, Free Night of Theater, Live Theatre Week and other industry-wide marketing initiatives. For more information, visit offbroadway.com.
About the Coca-Cola Company: The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion-dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERade®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our company, please visit our website at thecoca-colacompany.com.
About METRO: Metro is the largest and fastest-growing international newspaper in the world. Eighty-three Metro editions are published in over 150 major cities in 22 countries across Europe, North and South America and Asia. Metro has a unique global reach—attracting a young, active, well-educated, metropolitan audience of 23 million daily readers. Metro is the most-read free daily newspaper in New York City, with over 600,000 readers.
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