A Generation of Access
Signature has committed to making $25 tickets available for EVERY SEAT at EVERY PERFORMANCE during a production’s initial run at The Pershing Square Signature Center.
This extraordinary commitment will make affordable tickets available over the next twenty years. Making The Pershing Square Signature Center accessible to all will allow Signature to remain a home for audiences of all ages, backgrounds and incomes, creating a truly diverse and vital community in the heart of the theatre district.
The Signature Ticket Initiative: A Generation of Access represents an expansion of our existing program on a truly unprecedented scale. As we open The Pershing Square Signature Center, we believe that making the space and the programming accessible to all is essential. Signature is committed to raising the funds to make this vision a reality, and thank the partners who have joined us to date. To learn more about sponsorship opportunities, please click here, or to make a donation, click here.
IMPACT
In 2005, Signature launched the Signature Ticket Initiative, a ticket subsidy program which engages corporate, foundation, and individual supporters to underwrite every seat in Signature’s theatre, resulting in an affordable ticket price for every seat at every performance during a production’s initial run. With the lead sponsorship of Time Warner, the Initiative has consistently welcomed new and non-traditional theatre audiences to Signature. Over the past six seasons, 37% of the audiences have been NEW to Signature.
Over the past three seasons, audience members who were first introduced to Signature through the Initiative have participated in a long-term study, funded by the Theatre Subdistrict Council and conducted by Audience Research & Analysis. Results from the three-year study reveal that:
- 83% of participants cite the Signature Ticket Initiative as extremely or very important in their decision to attend;
- More than one-third identified themselves as of color;
- And more than 20% report annual household income of less than $50,000.
Signature will continue to study the impact of this program at Signature Center as we expand the program on an unprecedented scale. We look forward to ten more years of audiences discovering and experiencing the theatre through The Signature Ticket Initiative: A Decade of Access.
FUNDING
Signature Ticket Initiative: A Generation of Access made possible by Lead Partner The Pershing Square Foundation
Seed support for A Decade of Access provided by:
Ford Foundation
Time Warner Inc.
Margot Adams
The Rockefeller Brothers Fund
This program is supported, in part, by public funds from the New York City Department of Cultural Affairs, in partnership with the New York City Council.