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#550: Leaders in Customer Loyalty: Brand Stories | How Audience Rewards Builds Loyalty for the Vast Broadway Ecosystem · Leaders in Customer Loyalty, Powered by Loyalty360

• 0:02
  SPEAKER_00: Good afternoon, good morning.
• 0:04
  SPEAKER_00: Mark Johnson from Loyalty360.
• 0:06
  SPEAKER_00: Hope everyone's doing well.
• 0:07
  SPEAKER_00: It's a Thursday, so that means another edition of our Leaders and Customer Loyalty podcast.
• 0:11
  SPEAKER_00: This is the Brand Stories edition.
• 0:13
  SPEAKER_00: And today we are welcoming back Katie Dolphin.
• 0:17
  SPEAKER_00: We're going to discuss topics that I actually don't know a lot about.
• 0:20
  SPEAKER_00: And it's rare you hear me say that I don't know something about topics.
• 0:24
  SPEAKER_00: So this should be both educational and impactful.
• 0:27
  SPEAKER_00: Katie is the president of Audience Rewards, the official rewards program of Broadway.
• 0:32
  SPEAKER_00: With 41 theaters across New York City.
• 0:35
  SPEAKER_00: Audience Rewards has spent more than two decades helping theaters engage audiences, drive repeat attendance, and rewarding passionate Broadway fans.
• 0:46
  SPEAKER_00: Through exclusive experiences, member benefits and innovative partnerships, including a recent collaboration with the United Airlines Mildred Plus program.
• 0:56
  SPEAKER_00: Audience Rewards continues to find new ways to connect members with the shows they love.
• 1:02
  SPEAKER_00: As president, Katie leads the organization's efforts to evolve the customer loyalty program, deepen customer engagement, and deliver meaningful value across the Broadway ecosystem.
• 1:13
  SPEAKER_00: Katie, thank you very much for taking the time to join us again today.
• 1:16
  SPEAKER_00: How are we doing?
• 1:18
  SPEAKER_01: Great.
• 1:18
  SPEAKER_01: Thanks for having me.
• 1:19
  SPEAKER_00: Yeah, always good to speak with you.
• 1:21
  SPEAKER_00: It's been a little bit, but uh looking forward to our discussion nonetheless.
• 1:25
  SPEAKER_00: To start off, for those who may not be familiar, can you give us a brief overview of Audience Rewards and when it was launched, what you guys do, how you do it?
• 1:35
  SPEAKER_01: Absolutely.
• 1:36
  SPEAKER_01: Audience Rewards is the loyalty program for Broadway shows in New York City.
• 1:42
  SPEAKER_01: The company was started in 2008.
• 1:45
  SPEAKER_01: Um, and it it was founded by the theater owners.
• 1:50
  SPEAKER_01: So to sort of share an overview of Audience Rewards, I need to start with a quick overview of Broadway, because Broadway is not one business entity.
• 2:01
  SPEAKER_01: Um, Broadway is really more of an ecosystem, and that ecosystem is made up of individual individual Broadway shows, um, which have their own producers.
• 2:09
  SPEAKER_01: Each show is its own business.
• 2:12
  SPEAKER_01: Um, and then there are multiple uh companies that own the physical theater buildings, um, and those theater owners are the companies that um created audience rewards.
• 2:25
  SPEAKER_01: And the idea for the business was to, given that Broadway is an ecosystem, uh, audience rewards was really created to sort of put an umbrella over that ecosystem and start to understand customers across those multiple business entities in a way that um didn't exist before.
• 2:43
  SPEAKER_01: Um, so the the program, it's a it's a um earn Broadway points and redeem for free Broadway tickets, Broadway experiences, um, and again was really designed to recognize and reward customers who um come back to Broadway.
• 3:01
  SPEAKER_00: Okay, perfect.
• 3:02
  SPEAKER_00: When you look at uh the success that Audience Rewards has, you've won multiple awards, it's a very unique concept.
• 3:08
  SPEAKER_00: It brings value to those in the theater uh organization, right?
• 3:13
  SPEAKER_00: Both from the theaters themselves to the customers.
• 3:15
  SPEAKER_00: You know, what's led to the success that Audience Rewards has?
• 3:20
  SPEAKER_01: Um I'll start with a couple of quick uh sense of scale.
• 3:25
  SPEAKER_01: Our program has close to three and a half million members, um, and over time they have bought well over one billion dollars in Broadway tickets.
• 3:33
  SPEAKER_01: So this is a really meaningful pool of uh Broadway fans who are really meaningful to our industry and to the shows and our ecosystem.
• 3:41
  SPEAKER_01: And I think when I think about how we have gotten here, um I think it's important to note that we have a really great starting line.
• 3:50
  SPEAKER_01: Uh, what I mean by that is Broadway is a product that many people feel um really passionate about and feel connected to.
• 3:58
  SPEAKER_01: Um so our job at Audience Rewards is to meet that connection with meaningful value.
• 4:04
  SPEAKER_01: Um, so one of our most uh popular and powerful rewards is the ability to redeem for free tickets.
• 4:11
  SPEAKER_01: Um and that that reward, um, you know, for somebody who loves theater, the ability to um get rewarded with seeing more theater, I think is a really powerful um value proposition.
• 4:25
  SPEAKER_01: And um, you know, I think at the end of the day, um we think of audience rewards as more than just a rewards program.
• 4:33
  SPEAKER_01: Um, it's really all about fan engagement with rewards and points being a part of that, um, but also experiences and building on that emotional connection that people have with Broadway.
• 4:45
  SPEAKER_00: Okay.
• 4:46
  SPEAKER_00: When you look at your role, I would love to know a little bit more about what you do on a day-to-day basis at audience rewards, uh, what you like, what you don't like about your role, maybe something you'd like to do maybe more of or less of.
• 4:57
  SPEAKER_00: You know, what do you do in a day-to-day?
• 4:59
  SPEAKER_01: I oversee a little bit of everything.
• 5:01
  SPEAKER_01: Um, that includes uh marketing and operations to business development and partnerships, um, really just continuing to evolve and think about um what could the next generation or the next iteration of Broadway's fan engagement program look like?
• 5:19
  SPEAKER_01: Um and I have to say I love it because I started as a Broadway fan.
• 5:25
  SPEAKER_01: Um I I my family went to see Phantom of the Opera on tour in Orlando, Florida in the 90s.
• 5:31
  SPEAKER_01: Uh, and that started everything for me.
• 5:33
  SPEAKER_01: I fell in love with it.
• 5:35
  SPEAKER_01: Um, and now I get to spend my career thinking about how to foster that fandom in other people and how to how to how to introduce people to the next show that they might really love.
• 5:46
  SPEAKER_00: Okay.
• 5:47
  SPEAKER_00: And we look at uh your role.
• 5:49
  SPEAKER_00: Uh you talked about marketing, you talked about uh building that next generation, next iteration of the program, keeping people engaged, uh a lot of disruption right now, or thinking amount of disruption, uh, technology, AI, uh and just understanding kind of what people might have an interest in, uh, personalization obviously is important as well.
• 6:08
  SPEAKER_00: But what are some of the biggest challenges you face, or maybe even have frame it as you know what do you think the opportunities you face in your role?
• 6:17
  SPEAKER_01: Um I'll start with something that I think is both, um, which, as I mentioned a minute ago, we are starting from a place by operating Broadway's loyalty program.
• 6:29
  SPEAKER_01: We're starting with something that many brands aspire to, which is a high level of affinity out of the gate, right?
• 6:36
  SPEAKER_01: There are a lot of people who love Broadway, who love Broadway shows.
• 6:40
  SPEAKER_01: And, you know, I think some loyalty markers might think that that makes our job easy.
• 6:46
  SPEAKER_01: Um, and I would say that it actually just makes the challenge very different because someone who says, I love Broadway, is very different than saying, I love Broadway and I'm buying a ticket right now.
• 6:59
  SPEAKER_01: Um, and so that is where audience rewards and our fan engagement efforts really come in.
• 7:06
  SPEAKER_01: Because even someone who loves Broadway has a lot of choices for how they spend their leisure time, how they spend their money.
• 7:13
  SPEAKER_01: Um, so our job is to take that affinity that might already exist and turn it into an ongoing relationship.
• 7:20
  SPEAKER_01: Understand the customer, give them reasons to engage with Broadway, and ultimately help them find the next show that they'll love.
• 7:28
  SPEAKER_01: And that's where you know we have years of customer data that again crosses this um full ecosystem.
• 7:35
  SPEAKER_01: Um, and so what we do is use that data and continue to build on getting smarter at how we use that data to put the right show in front of the right customer at the right time.
• 7:49
  SPEAKER_00: And so when you look at data, understanding, as you mentioned, the right customer, the right show at the right time, how do you do that?
• 7:55
  SPEAKER_00: You mentioned you have days, sorry, years of historical data that can obviously look at what people have done from a transactional perspective, but I would assume attitude information, zero-party data, preferences, maybe did they go to a show uh in in in the 90s in Orlando that that that's piqued their interest?
• 8:14
  SPEAKER_00: You know, how do you leverage that data to drive that unique engagement?
• 8:19
  SPEAKER_01: Um, well, I this is where um I'm really excited about all the opportunities um that uh evolving technology have to offer.
• 8:28
  SPEAKER_01: Um, we're continuing to refine how how we use that data.
• 8:32
  SPEAKER_01: Um, and I think we have an interesting um uh there's an interesting layer to um Broadway purchase data in the sense that um we know um we might know uh Mark, what shows you've seen.
• 8:49
  SPEAKER_01: We might not know which one was your favorite.
• 8:51
  SPEAKER_01: Um and we might not know you know which one you really loved.
• 8:54
  SPEAKER_01: Uh and so we're continuing to build out ways to capture that level of information um to add on to our ability to personalize what we are communicating with you.
• 9:06
  SPEAKER_00: Absolutely.
• 9:07
  SPEAKER_00: Okay.
• 9:07
  SPEAKER_00: When you look at customer loyalty, uh we speak with many different brands about what it means to them.
• 9:13
  SPEAKER_00: It's always great to get uh perspective.
• 9:15
  SPEAKER_00: You know, what does customer loyalty mean to you and to audience rewards?
• 9:20
  SPEAKER_01: Um, I think about this a lot.
• 9:22
  SPEAKER_01: Um, and Broadway, um we have uh one of our differentiators, I think, is that for some people, Broadway is truly a once-in-a-lifetime event.
• 9:36
  SPEAKER_01: Um, they might visit New York and want to see a Broadway show.
• 9:40
  SPEAKER_01: It's unique and special and a powerful live experience.
• 9:44
  SPEAKER_01: Um so for us, loyalty becomes building on that, building on um that first experience and turning it into more of an ongoing relationship with Broadway.
• 9:59
  SPEAKER_01: It's about giving people reasons to engage with Broadway, um, ways to discover something new, um, and hopefully ultimately um come back for more and and and to move as many people as we can from that once-in-a-lifetime to really uh becoming lifelong fans.
• 10:18
  SPEAKER_00: Okay.
• 10:19
  SPEAKER_00: Has the the audience changed over the last year?
• 10:21
  SPEAKER_00: Uh, I know you've we can talk about holistically how it's changed in general, but with a K-shaped recovery, uh some people who may have been uh a potential uh had a potential interest, has their behavior changed uh based on kind of just the economy and now with inflation kind of uh you know uh kind of rising, the Fed raised in rates yesterday.
• 10:43
  SPEAKER_00: So, you know, what have you seen from an audience behavior perspective over the last year?
• 10:49
  SPEAKER_01: Sure.
• 10:49
  SPEAKER_01: Um I can speak um to audience rewards uh members specifically, which is a little a subset of the Broadway buyer as a whole.
• 10:56
  SPEAKER_01: Yeah.
• 10:57
  SPEAKER_01: Um and we are seeing wonderful growth, which is really exciting.
• 11:01
  SPEAKER_01: Um so our our count of weekly members making a purchase, uh, that number is up 25% uh the first half of this year compared to the second half of last year.
• 11:13
  SPEAKER_01: Um, engagement with our marketing is at an all-time high.
• 11:17
  SPEAKER_01: Um, we've made significant investments in our tools and our targeting, and I think we're getting better at putting the right message in front of the right customer at the right time.
• 11:26
  SPEAKER_01: And you know, I also wonder um as we all exist in this space where um technology is more and more part of our lives, um that that may end up really being a good thing for for there's nothing like a live experience, um, and Broadway really does that best.
• 11:44
  SPEAKER_00: Okay.
• 11:45
  SPEAKER_00: You know, in addition to uh free tickets, discounts, audience rewards also has experiential rewards, perks uh like meet and greet, uh autograph merchandise, Broadway masterclasses, which I think that those are perfect for me.
• 12:02
  SPEAKER_01: Yeah, learn how to how to sing.
• 12:04
  SPEAKER_00: Uh yeah, I can sing a little bit.
• 12:06
  SPEAKER_00: I gotta go, okay, yeah, I could use that uh, you know, uh uh come pick me up, but uh kind of a brush-up lesson.
• 12:13
  SPEAKER_00: But uh yeah, that'd be good.
• 12:14
  SPEAKER_00: Um, you know, when you see those types of rewards, they're you know, how crucial are they to your membership and customer loyalty offering?
• 12:24
  SPEAKER_01: Um I think these are really meaningful um as a way to continue to deepen that customer relationship and that customer connection with Broadway.
• 12:34
  SPEAKER_01: Um I think as audience rewards, one of our sort of core brand promises is we are telling our members um, you are important to Broadway, you belong here, you're part of the Broadway community and ecosystem.
• 12:51
  SPEAKER_01: And these experiences I think are essential to really delivering on that and to um building on that connection that people have um with the shows and artists that they love.
• 13:05
  SPEAKER_01: Um we, you know, just as an example, um earlier this week we hosted some of our members at a gala event um that had some performances by Broadway Stars, sort of outside of the normal standard seeing a show.
• 13:22
  SPEAKER_01: Um it's kind of an event that's that's typically reserved for industry insiders.
• 13:27
  SPEAKER_01: And um, one of our guests was just it meant so much to her to be there.
• 13:33
  SPEAKER_01: Um she was so overwhelmed with joy, so it meant so much to her to be part of um the theater community in that way.
• 13:42
  SPEAKER_01: Um, and that's a night that she will always remember and that she will always associate with Broadway's loyalty program.
• 13:49
  SPEAKER_01: Um, so I think I think that's fan engagement at its best, right?
• 13:53
  SPEAKER_01: And that's why we continue to offer these kind of um experiential rewards.
• 13:57
  SPEAKER_01: The volume of redemption um is on Broadway tickets, and I imagine will always be on Broadway tickets.
• 14:05
  SPEAKER_01: Um, but the um I think there's a really meaningful um layer to offering these deeper connection opportunities.
• 14:15
  SPEAKER_00: Okay.
• 14:15
  SPEAKER_00: Earlier this summer, uh you partnered with United Airlines, the Mileage Plus uh program.
• 14:21
  SPEAKER_00: You gave mileage plus members the opportunity to redeem their airline miles, their points for Broadway tickets and merchandise.
• 14:29
  SPEAKER_00: You know, what was the thinking behind this collaboration?
• 14:31
  SPEAKER_00: Was it an attempt to keep people engaged between visits uh to create some unique affinity with customers?
• 14:37
  SPEAKER_00: You know, what was what was the thinking behind that?
• 14:39
  SPEAKER_00: And you know, what was the response?
• 14:41
  SPEAKER_01: Sure.
• 14:42
  SPEAKER_01: Um, this partnership um offers earning and redeeming of um United Miles on Broadway tickets.
• 14:49
  SPEAKER_01: And uh for Broadway, this is really exciting because it allows Broadway and our shows to reach people who may be a little bit outside of um the Broadway avid fan base, um, but they might be traveling to New York.
• 15:09
  SPEAKER_01: Um and um if so, Broadway is one of the iconic things that you might do while you're here.
• 15:16
  SPEAKER_01: So this partnership really enables us to put Broadway in front of a new audience uh through a program that they already use, that they already trust.
• 15:26
  SPEAKER_01: Um, and and for us, that's that's about um the awareness of Broadway, um, and not just about selling a ticket today, but introducing Broadway to someone who may become a Broadway fan for years to come.
• 15:40
  SPEAKER_00: That's awesome.
• 15:42
  SPEAKER_00: Uh other partnerships, your partnerships are a big part of the LOL360 community.
• 15:46
  SPEAKER_00: We help facilitate them.
• 15:47
  SPEAKER_00: We have a partnership network.
• 15:48
  SPEAKER_00: Uh, we meet with the brands, talk about partnerships, what's working, what's not working.
• 15:52
  SPEAKER_00: You know, how are you exploring uh further partnerships, additional partnerships uh that could benefit your the members of the program?
• 16:00
  SPEAKER_01: We are very interested in this.
• 16:01
  SPEAKER_01: We have a few um partnership conversations happening now that I can't share details of, but um are are sort of mirroring that same idea of tapping into brands that that value live entertainment and that in turn are valuable for Broadway shows um to reach.
• 16:19
  SPEAKER_01: So we are we are always interested in connecting Broadway with brands who would value that type of partnership for sure.
• 16:27
  SPEAKER_00: Okay, perfect.
• 16:28
  SPEAKER_00: Um you talked a little bit about personalization, talked about leveraging technology to create engagement, to drive measurable impact.
• 16:37
  SPEAKER_00: You know, how are you looking or potentially looking to use AI in your marketing and customer loyalty efforts?
• 16:44
  SPEAKER_01: Um we are thinking about AI all the time.
• 16:47
  SPEAKER_01: Um, and the the big opportunity really is getting continuing to get better and better at knowing what show you might love next.
• 16:57
  SPEAKER_01: Um and as I mentioned, you know, this this comes with some unique challenges because the um the shows on offer is always changing.
• 17:06
  SPEAKER_01: Um, every customer has different tastes.
• 17:08
  SPEAKER_01: Uh, as I said, um purchase history doesn't tell us what you thought of that show.
• 17:12
  SPEAKER_01: Um so uh AI is uh unlocking uh you know all new tools all the time to help us make those recommendations more intelligently.
• 17:22
  SPEAKER_01: Um and separate from that, um I'm really interested in how AI might help us move some things faster on the technology side.
• 17:31
  SPEAKER_01: So um things that um historically might have required a lot of development time um or big investments.
• 17:39
  SPEAKER_01: I am excited to see how we can um uh use AI to be more nimble uh in that way as well.
• 17:46
  SPEAKER_00: Okay.
• 17:47
  SPEAKER_00: And we talked about this a little bit, uh, but you know, how do you keep uh customers and the members engaged between transactions?
• 17:54
  SPEAKER_00: Because you're not actually the theater entity itself, right?
• 17:57
  SPEAKER_00: But you have uh this great community that brings these 41 different entities together.
• 18:01
  SPEAKER_00: You know, are other things that you do uh that that kind of keep people engaged in the app, keep engaged in the program between their visits to Broadway?
• 18:11
  SPEAKER_01: Yes, that is uh a key part of our strategy and what we do to build to really foster engagement in between uh not just transactions, but in between the moments that you see a show.
• 18:24
  SPEAKER_01: Um because, you know, for Broadway, um a high frequency customer, um, that frequency might look very different than high frequency looks like on an airline or a hotel program.
• 18:36
  SPEAKER_01: Um so we think about how can we keep Broadway in people's lives, um, even when they're not buying a ticket or even when they don't have a show coming up on the calendar.
• 18:47
  SPEAKER_01: Um, there are a couple of ways that we do this.
• 18:49
  SPEAKER_01: Uh we offer Broadway themed trivia as a way to earn points, uh, test your knowledge, see how well you know um the shows.
• 18:58
  SPEAKER_01: Um, and that's a really sticky offering that our members keep coming back to.
• 19:02
  SPEAKER_01: Um and then each June, um, a big tent pole moment for Broadway is of course the Tony Awards.
• 19:09
  SPEAKER_01: Uh, we partner with the Tony Awards to offer a guess who will win game.
• 19:14
  SPEAKER_01: Uh, you earn points for making your predictions.
• 19:18
  SPEAKER_01: Um, and you know, beyond these kinds of activities, um, Broadway truly has incredible content.
• 19:26
  SPEAKER_01: Um, you know, it's it's um it's entertainment.
• 19:29
  SPEAKER_01: And so the content about our shows, I think, is also a really important tool.
• 19:34
  SPEAKER_01: Um, sharing that content on our social channels, um, just continuing to give our customers uh reasons to interact with Broadway and keeping it on their minds.
• 19:46
  SPEAKER_00: Okay.
• 19:46
  SPEAKER_00: Younger generations, Gen Z, uh marketing can be challenging.
• 19:51
  SPEAKER_00: Uh, do you have the right data?
• 19:53
  SPEAKER_00: Are you allowed to market to them?
• 19:54
  SPEAKER_00: Do you know their age?
• 19:55
  SPEAKER_00: Do you not know their age?
• 19:56
  SPEAKER_00: We've had a few uh legal discussions within our community about that recently.
• 20:00
  SPEAKER_00: Just and many people are retrenching, right?
• 20:02
  SPEAKER_00: People who run uh programs, there, there's a little bit of consternation regarding engaging younger audience.
• 20:08
  SPEAKER_00: You know, are there challenges that you face when you engage or reach out to Gen Z?
• 20:13
  SPEAKER_00: Uh, especially when it comes to all the other entertainment options they have.
• 20:16
  SPEAKER_00: They're glued to their phones, right?
• 20:18
  SPEAKER_00: They're kind of the phone zombies sometimes.
• 20:20
  SPEAKER_00: So uh, you know, how do you get them engaged?
• 20:24
  SPEAKER_01: You know, the the phone zombie piece, um, there is nothing better at getting people off their phones than being in a room uh with other humans watching a live performance.
• 20:37
  SPEAKER_01: Okay.
• 20:38
  SPEAKER_01: Um and I think, you know, the question of how Broadway's loyalty program can engage different generations um is really interesting because I think um the loyalty levers that Audience Rewards has to play with, um, offering um points, a points promotion or really great redemption, um, those aren't enough by themselves um to uh manufacture interest in a particular show.
• 21:13
  SPEAKER_01: So the show itself first has to resonate with a younger audience.
• 21:17
  SPEAKER_01: I mean, that's that's part of this equation as well.
• 21:21
  SPEAKER_01: Um if, you know, as shows do resonate with younger audiences um or with any audiences, the job where where audience rewards comes in is to make it easier for that fan, um, young or otherwise, um, to engage with Broadway and making that um easier economically, experientially, that's I think where loyalty can play a role.
• 21:44
  SPEAKER_01: Um, we have a really incredible value proposition.
• 21:48
  SPEAKER_01: Um, depending on you know, certain offers, um, a member can earn their next show for free in as little as seeing one show.
• 21:57
  SPEAKER_01: So for you know, someone with Maybe less disposable income, that can be a really impactful way to engage with seeing the theater.
• 22:06
  SPEAKER_00: That's awesome.
• 22:07
  SPEAKER_00: Okay.
• 22:08
  SPEAKER_00: When you look at uh the future, what's the next big thing?
• 22:13
  SPEAKER_00: What are you planning?
• 22:13
  SPEAKER_00: What do you have for us when it comes to customer loyalty or customer experience for audience rewards?
• 22:19
  SPEAKER_01: Um, next big thing, you know, I think audience rewards is in the same uh the same boat as many programs, which is learning about all these new technology tools available to us and how we can get better at them.
• 22:34
  SPEAKER_01: How can we get better at understanding our customers?
• 22:38
  SPEAKER_01: How can we get better at um making the the these recommendations for your next Broadway show?
• 22:45
  SPEAKER_01: How can we get better at um helping the message and the experience feel like it was made for you?
• 22:52
  SPEAKER_01: Um and and so the next big thing is really continuing to get better at this.
• 22:56
  SPEAKER_01: Um we have this, uh, as we've talked about, um, this huge set of customer data.
• 23:02
  SPEAKER_01: How do we get better at leveraging that?
• 23:04
  SPEAKER_01: Um, how do we get better at um connecting that data with um with the people that represent that data or that that data represents, I should say.
• 23:15
  SPEAKER_01: Um so so I'm excited.
• 23:18
  SPEAKER_01: I think there's there's a lot of opportunity ahead.
• 23:20
  SPEAKER_01: Um, you know, another another way that I like to think about the future is um just remembering that the art that is on our Broadway stages is timeless.
• 23:32
  SPEAKER_01: Um and the way we connect audiences to that experience does not have to be.
• 23:38
  SPEAKER_01: So continuing to evolve, continuing to um really think about how we can um get better at connecting fans with the next show that they'll love.
• 23:50
  SPEAKER_00: Okay, good.
• 23:51
  SPEAKER_00: And last question, a little bit self-serving.
• 23:52
  SPEAKER_00: You know, what can Loyalty 360 do to help you and your team with your customer and loyalty customer experience efforts?
• 23:58
  SPEAKER_01: We love Loyalty360.
• 24:00
  SPEAKER_01: Um, it's tremendously valuable for us to learn from other brands.
• 24:04
  SPEAKER_01: Um, Broadway, as I've said, is an ecosystem.
• 24:07
  SPEAKER_01: Um, and we spend uh our office is right here in Times Square, we spend a lot of time within the Broadway ecosystem.
• 24:15
  SPEAKER_01: Um, that is a different ecosystem than loyalty.
• 24:18
  SPEAKER_01: Uh, so it's tremendously helpful for our team uh to get outside of the Broadway bubble, if you will, um, and learn from colleagues who are thinking specifically and actively about loyalty in a way that, you know, audience rewards is the only the only loyalty game for Broadway.
• 24:36
  SPEAKER_01: So we're we're it's tremendously helpful to um to learn from others in the space.
• 24:41
  SPEAKER_00: Okay, perfect.
• 24:42
  SPEAKER_00: Well, Katie, thank you very much for taking the time to speak with us today.
• 24:45
  SPEAKER_00: It was a great uh getting learn more a little bit the whole about uh the whole Broadway 41 uh theaters didn't know that.
• 24:53
  SPEAKER_00: Um so great to know that and kind of interesting how it kind of lines up the school year.
• 24:57
  SPEAKER_00: That is that parents kind of taking uh a break from their kids and going for the weekend and leaving their kids at home?
• 25:02
  SPEAKER_01: You know, that's a great question.
• 25:04
  SPEAKER_01: Um the the seasonality, I think um summer is a really popular time for people to come to come to New York and come to Broadway.
• 25:14
  SPEAKER_01: So um that's that's part of part of the equation for sure.
• 25:18
  SPEAKER_01: Uh and I'm looking forward to your musical debut after you attend an audience rewards masterclass.
• 25:26
  SPEAKER_00: If you sign up for a masterclass, we'll cover it for the magazine and uh yeah, I'll want to have a thing.
• 25:31
  SPEAKER_00: That would be that'd be good theater for everyone, I'm thinking.
• 25:33
  SPEAKER_01: Can't wait.
• 25:34
  SPEAKER_01: You can debut at the conference next year.
• 25:36
  SPEAKER_00: That'd be good.
• 25:37
  SPEAKER_00: Perfect.
• 25:38
  SPEAKER_00: Uh well, thank you again.
• 25:39
  SPEAKER_00: Uh very informative, very unique, very interesting, and uh look forward to continue to hear from you and your team uh into 27.
• 25:46
  SPEAKER_01: Yeah, you'll you'll see us at the at the expo and you know, hopefully in between as well.
• 25:52
  SPEAKER_00: And also want to thank everyone else for taking the time to join us today.
• 25:55
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• 25:57
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• 26:03
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• 26:07
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• 26:09
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• 26:11
  SPEAKER_00: Until next Thursday, have a wonderful day.