Sunday, July 5, 2009

Theaters Take a Nimble Approach to Economic Blues

"We are in the heart of the Niagara wine country," says Valerie Taylor, Shaw's director of marketing. With one winery — the Hillebrand Winery — the theater has created a "go-local" dining package that celebrates wine and food grown in the region and includes, of course, theater tickets. Taylor calls it "one-stop shopping."

That shopping also includes the search for value, and more theaters than ever are offering discount tickets. "You name it, we probably have got a discount for it," says Tina Packer, founding artistic director of Shakespeare & Company, which is located in Massachusetts' Berkshires.

Among the theater's many special offers: a 40 percent discount for Berkshire County residents (except for Friday and Saturday evenings), a discount for those over 64 or under 19, a day-of-performance youth rush, a discount for purchase of the five-play Shakespeare package and free tickets for up to three children (ages 5-18) if a parent purchases a full-price matinee ticket.

FULL ARTICLE

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