The Theater Development Fund is making changes to its Lincoln Center TKTS booth as a trial run for its other locations.
Beginning Aug. 1, the discount ticket booth at the Lincoln Center will display the actual prices of the tickets, including fees, rather than percentage discounts. This change is being made to help consumers better understand the cost of Broadway tickets, as prices have been varying greatly between shows.
“I think prices were much more standard and consistent 10 years ago,” said Victoria Bailey, executive director of the Theater Development Fund.
The TDF discounts of 20% to 50% off of the ticket price will remain in place.
At the Lincoln Center booth, TDF will be monitoring the ease of implementing these changes. If all goes smoothly, the boards at the three other TDF booths may change.
In addition to altering the boards, TDF is considering changing the hours to its full-price window in Times Square, where sales have not been particularly robust. The window currently opens earlier than the others.
If sales do not pick up, TDF may close that window.