• What is The Signature Ticket Initiative?
• The Future of The Signature Ticket Initiative
• The Success of The Signature Ticket Initiative

Lois Smith in Horton Foote's A Trip to Bountiful (Carol Rosegg)

What is
The Signature Ticket Initiative?

The History of
The Signature Ticket Initiative
In November of 2005, in honor of our 15th Anniversary, Signature announced the groundbreaking SIGNATURE TICKET INITIATIVE. This program made all tickets for every performance available for $15 during each production's regular run, removing the economic barrier and making theatre affordable for EVERYONE. Signature made this ticket initiative possible by successfully securing in support to subsidize 70% of the cost of a full-price ticket. With the launch of The Signature Ticket Initiative, Signature's award-winning programming has become accessible to an ever-broadening audience and community.

Thanks to the lead sponsorship from Time Warner over 60,000 affordable tickets were made available to the public through this important program.

Additional seed funding of the Signature Ticket Initiative was provided by Altria, The Max and Victoria Dreyfus Foundation, The Horace W. Goldsmith Foundation, The Ford Foundation, The Blanche and Irving Laurie Foundation, The Lucille Lortel Foundation, The Andrew W. Mellon Foundation, Target, and in part by public funds from the National Endowment for the Arts, the New York State Council on the Arts, a State Agency, and the New York City Department of Cultural Affairs.

20th Anniversary Season Playwright Tony Kushner

The Future of
The Signature Ticket Initiative

As we lead up to our 20th Anniversary in 2010, THE SIGNATURE TICKET INITIATIVE will offer $20 tickets for every seat at every performance of our scheduled runs for the next FOUR YEARS. This commitment guarantees ticket affordability in the years to come and allows Signature to become a home for audiences of all ages, backgrounds, and incomes, creating a truly diverse and vital community for theatre-goers and artists alike.

We are grateful to the amazing sponsors of The Signature Ticket Initiative, in helping us realize our goal of providing ACCESS to an estimated 150,000 theatre-goers for the next four years.

Generous support for The Signature Ticket Initiative is
provided by Margot Adams, in memory of Mason Adams.

The Signature Ticket Initiative is made
possible by the lead sponsorship of

Chad L. Coleman in Two Trains Running (Carol Rosegg)

The Success of
The Signature Ticket Initiative

Based on audience surveys:

• Over 60,000 tickets were sold during the two-year 15th Anniversary Season;
• 30% of audiences were under age 35;
• 50% of audiences were new to Signature;
• All productions sold out- some in as little as 48 hours;
• Productions played to an average 105% capacity; and
• Theatres across the country are beginning to model similar programs after The Signature Ticket Initiative.

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Here's what some of our friends had to say about The Signature Ticket Initiative

"Thank you for making tickets affordable for everyone! And thank you for restoring my belief in what true theatre is!" - Signature Patron

"It's about time a theatre company offered quality productions at an affordable price. Your admission price makes going to the theatre as affordable as going to the movies. Thank you and best of luck." - Signature Patron

"50% of single-ticket buyers to Bountiful, Landscape and Seven Guitars had never before bought tickets to Signature, and 99% of audiences say they would attend another Signature production in the future. Those are impressive figures - so impressive that the True Colors troupe in Atlanta has started a similar ticket program funded by a corporate partnership, and Indianapolis' Phoenix Theater Company credits Signature with inspiring its CheapSeats Program."
- Variety

"Thank you for the tickets to August Wilson's Two Trains Running. As one of my students said, 'If this is what live theater is about, I want to come again and again.'" - New York City Public School Teacher

"It's about time a theater company offered quality productions at an affordable price. The only way to get the next Arthur Miller or Paula Vogel or Wendy Wasserstein is to get them hooked when they're young. Your admission price makes going to the theater as affordable as going to the movies. Thank you and best of luck."
- Signature Patron

"Thank you so much for providing theatre that is affordable. I have often envied people who were able to go to Broadway shows, and now I can feel like I am going to see outstanding performances without paying enormous amounts of money. Thanks, thanks, thanks!"
- Signature Patron

"And the unfortunately late, but undeniably great August Wilson arrives back with Seven Guitars, here directed by Ruben Santiago-Hudson. The Signature Theater Company has somehow figured out a way to shrink ticket prices, so that's a Fringe-worthy price for a play that has already made the history books."
- The New York Sun

"I am writing to express my deep appreciation for the ticket price Signature has instituted this season. Sadly, I often stay away from Broadway and Off-Broadway shows because I cannot afford them -- so the lower ticket price has a direct and positive impact on me. Again, thank you for helping to make great theater so accessible. "
- Signature Patron

"To mark its fifteenth season, Signature Theatre Company cut the price of every seat for every show. The response, predictably, has been wild: every one of those seats has been filled. Even better, Founding Artistic Director James Houghton produced three shows that eminently deserved to be seen. The ticket is more than just the best deal in town: its one of the most hopeful signs for Off-Broadway's future."
- New York Magazine, 2006 Culture Awards: Signature's "Industry Star" Honor

"Please accept this small appreciation for being a good theatre to the people at a price all can afford. I am currently unemployed and happy I can still go to the theatre!"
- Signature Patron