The Marcus Center and Broadway Across America have signed a new, 8-year agreement to continue jointly presenting Broadway at the Marcus Center. The Marcus Center has presented a Broadway Series in Milwaukee for 17 years, welcoming over 1.6 million patrons to over 1,000 Broadway performances.
The new agreement means that the Marcus Center will continue to have first access to the newest and hottest touring productions straight from Broadway. It also ensures Broadway enthusiasts in Southeastern Wisconsin, and beyond, will continue to experience the best of Broadway in their very own community.
"We are so thrilled to extend our long term relationship with Broadway Across America," said Paul Mathews, Marcus Center President & CEO. "Their access to the best shows, their close relationships with Broadway producers, as well as investments in new shows, gives us a clear advantage in booking the shows our patrons want to see."
Income from ticket sales and facility fees are a significant revenue support for the Marcus Center's building operations and maintenance. Consequently, presenting Broadway helps support the many non-profit arts groups who call the Marcus Center home, including the Milwaukee Symphony, Milwaukee Ballet, Florentine Opera and First Stage.
"We are proud to continue our successful relationship with the Marcus Center and look forward to bringing the best of Broadway, direct from New York to Milwaukee," said Lauren Reid, Broadway Across America President - Theater Division.
Broadway shows have had a tremendous impact on both the Marcus Center and the surrounding area. Patrons typically spend $24.60 over and above their ticket on related items including parking and dining (AFTA, 2010). The Marcus Center is growing as a regional destination with only 43% of its patrons coming from Milwaukee County. With a growing percentage of patrons coming to the Marcus Center from Northern Illinois and outside the Milwaukee metro area many are choosing to stay overnight and visit other Milwaukee attractions as well.
The Broadway League, the national trade association for Broadway, estimates touring Broadway contributes $2.9 billion to the national economy with the local impact for cities averaging over three times the gross ticket sales - taking into account patrons spending, Production Company spending (e.g. lodging, transportation, meals) and employment. Using this formula we projected that Broadway at the Marcus Center averaged a total economic impact of approximately $23 million per year over the past three years alone. Included in this impact is nearly $1 million in state and county sales tax revenue from ticket sales.