Turning a Venue Change into a Communication Win: How Second Stage Did It

Setting the Stage: Second Stage’s Unique Position on Broadway

Founded in 1979, Second Stage Theatre has long been known for championing contemporary plays and giving a platform to living American playwrights. With productions both on Broadway at the Hayes Theater and off-Broadway, the company has built a dedicated following in New York City. As an organization deeply rooted in arts and culture, Second Stage has always prioritized creating a seamless and enjoyable experience for its audiences.

A Move That Needed Clear Communication

When Second Stage’s off-Broadway home of over 20 years, the Tony Kiser Theater, became financially unviable due to rising rent, the company relocated its off-Broadway productions to the Pershing Square Signature Center. While only a few blocks away, the shift posed a significant challenge: audiences were accustomed to attending performances at the old location. Without clear communication, there was a real risk of ticket holders arriving at a darkened theater. Abby Hall, Associate Director of Marketing, recognized the urgency of over-communicating this venue change.

“We needed a way to go beyond emails and website updates,” she explained. “Text messaging felt like the missing piece to make sure nobody went to the wrong place.”

Transforming Audience Communication Into Action

Second Stage turned to Encore Pr initially to support location-change messaging. Using SMS, they could send targeted, automated reminders including the correct venue address and performance details. After seeing how quickly messaging could be implemented, the team expanded their use ofour Visitor Experience Solution. They adopted mobile ticketing—integrating digital tickets, Apple/Google Wallet functionality, and ticket sharing—all seamlessly connected to Tessitura. The setup was simple: “Within 20 minutes, we were ready to go,” noted Kathleen Smith, Assistant Director of Applications.Activity Streams’s flexibility allowed them to:

• Customize communications for different audience segments, like donors (with drink reminders) and “30 Under 30” buyers (who required age verification).
• Quickly send urgent alerts for canceled performances or last-minute updates.
• Send Digital tickets to patrons that reduced box office congestion and simplified entry for most audiences, while still meeting the needs of patrons less familiar with digital formats.

Results: Better Communication, Happier Guests

The shift to text messaging and mobile ticketing had immediate results:

• Eliminated location confusion: Audiences were clearly directed to the new venue, avoiding any reports of patrons arriving at the wrong theater.
• Improved guest experience: Mobile tickets were easy to access and scan, with positive feedback from both guests and front-of-house staff.
• Fast, targeted updates: Messages for cancellations or urgent updates could be sent in under two minutes, reducing stress for staff and minimizing disruption for patrons.
• Future-ready flexibility: The system’s ability to evolve gradually allowed Second Stage to start simple and add new features over time, like personalized messaging and post-show follow-ups.

Abby summed it up: “Taking it step by step and listening to feedback from staff and audiences has been key, itmade it easy to adapt as we learned and continue to grow.”

Inspired by Second Stage’s success? Learn more about Encore Pro Experience and see how smarter messaging, mobile ticketing, and real-time updates can transform your visitor experience.

Learn more about Second Stage Theatre and their mission to champion living American playwrights.