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Gammage pumps $41.3M into Valley


August 02, 2007

ASU Gammage brings more than entertainment to the Valley.

A study by the League of American Theatres and Producers Inc., the Economic Impact of Touring Broadway on Metropolitan Areas, shows that the series at ASU Gammage resulted in $41.3 million in spending in the Phoenix metropolitan area in 2005.

According to the report, which was part of a national economic study and included responses from 350 individuals attending shows at ASU Gammage, the 2005 series generated $23.5 million in direct spending and an additional $17.8 million in visitor spending. Among the shows presented that season were “The Lion King,” “Movin’ Out” and “Wicked.”

“The only word I can use to describe these results is dramatic, which, of course, is remarkably appropriate,” says Colleen Jennings-Roggensack, the executive director of ASU Public Events who manages ASU Gammage. “We’ve known all along that the Broadway series presented are not only an opportunity to see great theater but that the financial impact in the Valley was significant. This report certainly confirms that.”

ASU Gammage is one of the most successful touring Broadway series in the country. The 2006-2007 season outsold most markets for every show in the series.

The study shows that 62 percent of the respondents were women and more than 85 percent were single-ticket buyers who travel to ASU Gammage from across the state.

“We counted 123 Arizona Zip codes in the study and six from out-of-state Zips including the now-famous 90210,” Jennings-Roggensack says.

“Sixteen people who responded to the survey traveled more than 150 miles to ASU Gammage. We’re bringing the quality and diversity of performances that people in Arizona want to see and are literally willing to travel the extra mile to make that happen.”

Dana McGuiness, dana.mcguiness@asu.edu
(480) 965-1884