Broadway needs its suburban audiences back. It's time to head to the theater

This Sunday the best of Broadway will be celebrated at the Tony Awards in Manhattan.

Where are all my suburbanites? 

An unprecedented 14 new shows opened in April. A wide slate with something for everyone. Yet, still, suburban visitors to Broadway are down roughly 20%. 

What’s it all about and what can we, as supporters of a vibrant Broadway community who rely on suburbanites, do about it? 

Last year alone, tourists from countless international destinations, many of whom traveled thousands of miles, experienced the magic of a Broadway show. And while visitor and local tourism are mostly back to pre-COVID levels, tri-state residents who live across the Hudson River or in Long Island or Westchester are still staying away to a disconcerting extent, even though we’ve got the world’s playground in our backyard. 

Again, where are all my suburbanites? 

If I’m being honest, I know there are plenty of good reasons why suburbanites have reduced their NYC visiting habits. I’m not here to argue that Broadway tickets are cheap. I’m not here to argue that the city has a stubborn crime problem, or that a few too many troubled folks are out on the street who really should be getting help. I’m not here to argue that working from home doesn’t have its benefits. 

And I’m definitely not here to argue that the New York suburban train lines always run smoothly. I’m a commuter and I’d qualify my relationship with the train as hot and cold at best. And for those who’d cited congestion pricing as possible reason — problem solved. For now. 

I’m here to argue that Broadway is the crown jewel of the American cultural crowns, one of mankind’s greatest artistic achievements, and if it’s just 20 miles away, you owe it to yourself to take advantage of it, cost and any urban discomfort be damned. If people from every continent come for the opportunity … that should tell us something. 

There’s a lot of doom and gloom about Broadway these days, but optimism is obvious to me right now: just take a look at what’s happening on stage. Theatergoers are in their seats, and the artistic quality of the plays and shows is the highest I’ve seen in a long time. Next year, a remarkable slate of Hollywood actors plan to grace our Manhattan stages. George Clooney, Denzel Washington, Robert Downey Jr. and others will put their reputations on the line just to step on a Broadway stage. Now that’s saying something. 

I’ve read many of the naysayers claim that there is a perception from some of the older suburbanites that Broadway is too “woke” which is keeping some suburbanites away. I’m not even sure what that word means anymore but as someone who’s seen pretty much everything out there, I’d say that concern is overwrought. And while yes, some shows have been updated to suit modern sensibilities — in some cases, rightly so — there’s still plenty of the traditional spectacle that Broadway has always been known for. Broadway has something for everyone. 

And then the cost. 

Quality is expensive. Quality health care is expensive. A meal at a nice restaurant in Manhattan is expensive. (It’s also expensive in White Plains, Scarsdale or New Rochelle, for what it’s worth. And Hackensack, Montclair and Morristown, too.) 

Buy from the show’s official websites and avoid the secondary market — and you can get a seat to see a show from as low as $59 a ticket and as high as $500 a ticket. Do I think prices should be less and that Broadway should be more affordable to more people — yes. But two things can be true at the same time — Broadway should be more affordable but it’s still worth every penny. 

There is a price point for everyone if you look for it. 

We’ve all heard the story of a New Yorker who brings their out-of-town visitors to the Statue of Liberty, and ends up enjoying it, being more touched by it, than the visitors. Maybe you’ve even been that New Yorker. Life is like that. We don’t always appreciate the glories at our doorstep. We think: been there, done that. I know I do from time to time.  

Our critics go toe-to-toe:Who will win at the 2024 Tony Awards?

But Broadway isn’t a statue. It’s ever-changing. Every season has its highs and lows, as we’ll see in dramatic fashion at this year’s awards. 

Come on my suburbanite friends — there’s something for everyone on stage right now. Date night, kids night, a “you” night — there’s an amazing memory ready to be made with your name written all over it. 

Bazadona is the founder and president of Situation Group, a marketing and creative agency in Manhattan.