Manhattan Theater Club has expanded its $30 ticketing program to include members up to the age of 35.
The program, formerly known as 30 Under 30, offers two discounted tickets for all MTC productions. The nonprofit expanded the range of its program after seeing a drop-off in attendance from former members once they hit 31 years old, said Barry Grove, executive producer of MTC.
“We hope that the additional five years will bring more members the financial security to continue enjoying our shows after they age out of the program,” Grove wrote in an email.
The program began in 2007 with 300 members. With the five additional years of program alumni added back in, Grove said the program has more than 30,000 members.
And after announcing its expansion Wednesday, MTC had more than 250 new sign-ups, Grove wrote.
The discounted ticket program, which is supported through MTC’s business model of ticket sales, subscriptions and donors, is meant to make theater more accessible to new audience members.
“We believe this program bridges the gap between our free high school, student, TodayTix Rush and traditional TDF programs on one hand, and subscription and full price tickets on the other,” Grove wrote.