How Credit Card Points Programs could Shape Broadway Buying Patterns
Earlier this summer, Chase announced that the annual fee for its premier credit card, the Chase Sapphire Reserve, would increase to $795 (up from $550). This makes it the most expensive publicly available personal credit card on the market, surpassing even American Express. Chase argues the fee is justified by $2,700 in value—ranging from travel credits and service rebates to access to many of its airport lounges. But at the heart of this value proposition is one thing: the points. From travel to groceries, consumers now earn points on nearly all purchases. What they do with those points has become an industry of its own. Influencers like The Points Guy and platforms like point.me help credit card holders maximize rewards, highlighting transfer bonuses, limited-time deals, and insider strategies. Points are no longer a nice-to-have—they’re a way for people to book vacations, access experiences, and offset major expenses in their daily lives.
Broadway is no stranger to the points game. Audience Rewards, launched nearly 20 years ago, allows Broadway lovers to earn and redeem points for tickets, merchandise, and exclusive experiences. For United MileagePlus members, the program offers a unique opportunity to earn bonus award miles when purchasing tickets to participating Broadway shows through the Audience Rewards platform. Members can also redeem their MileagePlus miles for Broadway tickets, turning everyday travel rewards into unforgettable theater nights. In 2024, TodayTix joined the space with its free rewards program, letting members earn status, unlock discounts, and ascend tiers as they purchase more tickets.
As economic uncertainty continues to influence theatergoers’ buying behavior, Broadway shows must explore new ways to demonstrate value to potential buyers. While discounts have long played a role, Millennial and Gen-Z audiences crave something more. They’re not just looking for lower prices—they’re looking to feel like savvy consumers making the most of their experiences. Discounts can suggest a deal on a devalued product; rewards programs, on the other hand, offer a sense of return on investment.
We’ll be watching closely as the economy of points and rewards continues to influence Broadway. Could theater-specific lounges for elite cardholders be next? It might arrive sooner than we think.
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