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The League of American Theatres and Producers, Inc. Kicks Off Destination Broadway Tourism Program With Launch of Multi-Lingual Broadway Website and Enhanced Broadway Open House Tours

(New York, May 3, 2004) With all indicators pointing to a watershed year for New York City's $24 billion visitor industry, The League of American Theatres and Producers, Inc. has announced today the launch of its Destination Broadway tourism initiative.

The campaign commences with the unveiling of the first-ever multilingual Broadway website, ILoveNYTheater.com -- the latest in its array of resources targeted at the burgeoning New York City domestic and international tourism industry.

The announcement was made on the occasion of International Pow Wow, America's largest travel trade show, co-hosted by NYC & Company and I LOVE NY, as international travel buyers, U.S. domestic suppliers and travel media from around the world begin to arrive in New York City for the conference.

Sponsored by Continental Airlines , ILoveNYTheater.com is a unique, comprehensive, multi-lingual information-based website – the first of its kind -- designed for any consumer seeking information on Broadway. Universal symbols and easy navigational tools are the anchor for the overall design concept. The site can be utilized in English, Spanish, German, Japanese, Portuguese, and French. The site, which will be continually enhanced and updated, offers information about all aspects of Broadway, direct links to ticketing agencies, surveys, merchandise, a database and a Business to Business Center.

“We are delighted to join with the Broadway community in celebrating tourism,” commented Jed Bernstein, President of The League of American Theatres and Producers, Inc. “As a service to this ever-increasing demographic, and in response to an expressed need for more consumer-friendly information about theater and tickets, we are delighted to add to our arsenal of resources for tourists a brand new multi-cultural website, ILoveNYTheater.com.

The website is sponsored by Continental Airlines, the official airline of Broadway. Visa â is the preferred Card of ILoveNYTheater.com.

The League provides a wide array of information services to those visiting Broadway, including The Broadway Ticket Center, the Broadway Open House, the

1-888-BROADWAY toll-free number, and livebroadway.com, all aimed at simplifying and enhancing the Broadway experience for consumers.

Broadway, New York City and Tourism

The tourism industry, which generates about $24 billion a year in business activity and supports nearly 300,000 jobs in New York City, is setting new records, and represents a huge area of opportunity for those doing business in New York City.

According to NYC & Company, the city's official tourism marketing organization, New York City is on track to welcome more than 40 million visitors -- including almost six million international tourists.

“Each year, millions of people are drawn to New York City by the bright lights of Broadway,” said Cristyne L. Nicholas, President & CEO of NYC & Company, the city's official tourism marketing organization. “Visitors make up more than half of Broadway's total audience. International efforts to promote Broadway, including this new multi-lingual web site, will help attract new audiences to Broadway and to New York City.”

International travel to New York City is expected to increase 10.2% from 4.8 million to 5.3 million visitors in this valuable market, which generates nearly 45% of all visitor spending.

Recently, international tourism in the Broadway theaters has climbed back to the pre-2001 level of 1.2 million attendances, with domestic visitors in Broadway theaters reaching record highs of 5.6 million in the 2002-03 season and 5.8 million in the 2003-04 season.

New York City's major international feeder markets are expected to show strong and sustained rates of increase: a 12% increase from the United Kingdom, a 15% increase from Germany, and a 15% increase from Italy. Travel from Japan has surged 20%.

Additional Programs Offered by The League For Visitors

For an exclusive peek behind the curtain, The League presents the official Broadway Open House, a two-hour “insider's” walking tour through Manhattan's Theater District. The tours are designed to give theatergoers insider access to some of Broadway's most beautiful landmark theatres.

The tour explores the interiors of Broadway theaters, offers theater fans an opportunity to hear legendary backstage stories, the latest Broadway buzz, and to discover a rarely seen side of Broadway.

Tours depart from the Broadway Ticket Center in the Times Square Information Center on the East side of Broadway between 46 th and 47 th Streets. From now until August 31, tours depart 5 days per week (Tues thru Sat) @ 10:00 am.

From September 1 through December 31, tours depart 3 days per week (Wed, Fri, and Sat) @ 10:00 am. From January 1 through March 31, tours depart 2 days per week (Wed and Sat) @ 10:00 am. Pricing: Regular: $25.00/Groups $20.00; Seniors: $22.50; Groups $17.50; Students: $20.00/Groups $15.00.

Tickets can be purchased in person at the Broadway Ticket Center, by phone through Telecharge at (212) 239-6200 or online at Telecharge.com. Groups of 20 or more should call Group Sales Box Office at 800-223-7565.

Broadway Open House is presented by Visa®.

The Broadway Ticket Center is Broadway's official information and ticket resource. Located in the heart of Times Square, inside the Times Square Information Center at 1560 Broadway, the ticket center provides customers with day-of or advance tickets at regular box-office prices, and the best available seats in the house.

Theater fans can learn up-to-date information on everything playing on Broadway, and have their questions answered by a pleasant and knowledgeable staff.

The Broadway Ticket Center is located next to the Palace Theatre at 226 West 47 th St, between 46 th and 47 th Streets. The ticket center is open 9:00 am to 7:00 pm Monday through Saturday, and 10:00 am to 6:00 pm on Sunday. Cash and major credit cards accepted.

Visa is the preferred card of the Broadway Ticket Center.

About The League of American Theatres and Producers, Inc.

The League of American Theatres and Producers, Inc., founded in 1930 and operating under the trademark “Live Broadway,” is the national trade association for the Broadway industry. The League's 500-plus members include theater owners and operators, producers, presenters, and general managers in over 140 North American cities, as well as suppliers of goods and services to the theater industry.

Broadway industry programs initiated by the League include Kids' Night on Broadway, Broadway On Broadway, an annual outdoor concert in Times Square, The Broadway Line â , a national toll-free Broadway information hotline (888-BROADWAY), Broadway Ticket Center ä , and LiveBroadway.com.

Each year, League members bring Broadway to nearly 30 million people in New York and on tour across the U.S. and Canada, contributing $4.3 billion to the New York economy and billions more to the national economy.