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Broadway’s Nederlander Launches First CRM and Loyalty Program for Theatergoers
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August 14, 2008
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SAN FRANCISCO – Sept. 15, 2006 – Loyalty Lab, Inc., the leading on-demand relationship and retention marketing solution for consumer brands, announced today that The Nederlander Organization, Broadway's largest theater owner and show producer, has tapped Loyalty Lab's platform for the first centralized customer management and loyalty programs for fans of Broadway and other live performances.
Nederlander's new program, Audience Rewards, is the first Customer Relationship Management initiative by a major player in the Broadway theater and production business. Nederlander owns nine theaters in New York plus other venues throughout North America and in London and it also produces plays, musicals, operas, ballets and concerts.
The Audience Rewards website, www.audiencerewards.com, hosted by Loyalty Lab, will enable fans of live performances to create profiles and receive invitations for special events and offers.
Ultimately, Nederland will begin targeting ardent theatergoers with specific offers and promotions and rewarding them for their patronage using Loyalty Lab's integrated messaging capabilities.
"Audience Rewards is an important step in the maturation process of the Broadway industry," says Nick Scandalios, Executive Vice President, Nederlander. "Many of the shows playing in our theaters in New York and around the country have become global entertainment brands and their popularity is fueling the growth of online information and ticketing. By establishing an efficient way for us to reach a national audience, we believe this program will also benefit other producers, theatres and related companies working throughout the Broadway industry."
"The Broadway community, up until Audience Rewards, has never had any way to communicate directly with fans of live theater, let alone offer them a best-customer loyalty program," said Mark H. Goldstein, CEO of Loyalty Lab. "In entertainment as in retail and services, companies are increasingly reliant on personal connections with loyal customers as a way to beat back the competition and protect their relationships. We're excited by the opportunity to build and grow the new kind of experience-based loyalty program that Audience Rewards represents to the theater industry."
About Loyalty Lab, Inc.
Loyalty Lab, based in San Francisco, is the leader in on-demand relationship and retention marketing solutions for consumer brands. Loyalty Lab's flagship Customer Relationship Manager Suite provides retailers and service companies with integrated and on-demand email, campaign management, loyalty programs, and incentives from a single desktop. Clients include Smith & Hawken, 1-800-FLOWERS.COM, and Bally Total Fitness. For more information visit www.loyaltylab.com.
About The Nederlander Organization
The Nederlander Organization is a family company prominent for three generations in management and operation of theatres and productions of distinguished entertainment. In addition to producing innumerable plays and musicals, operas, ballets and concerts, the Nederlander Organization owns/operates nine Broadway theatres and a chain of legitimate theatres and amphitheaters around America and in London. The company has been instrumental in the presentation of Annie, Peter Pan, Copenhagen, The Will Rogers Follies, Movin' Out, Les Liaisons Dangereuses, Me and My Girl, La Cage aux Folles, Noises Off, Lena Horne: The Lady and Her Music, Benefactors, The Life and Adventures of Nicholas Nickleby and many others.