Hacks for Affordable Cultured Butter[by Creative Executive Daniel Seth]
Including: $5 seat fillers, a game of Broadway Roulette, twice-a-year $20 Off-Broadway tickets, and where to catch rising stars
Dear Butterbabes™,
I’m so excited for CBC’s first guest post: a deep-dive into all the ways to save on culture from my pal, Kerrygold King Daniel Seth.
This man knows his butter — Daniel is the Creative Executive at Forest Whitaker’s Significant Productions, where he collaborates with writers, actors, and directors to create opportunities and push inclusivity for underrepresented narratives and storytellers in film and television. Daniel also works as an acting coach, director, and intimacy director in the U.S. and London, with recent highlights including Get Millie Black (HBO), A Thousand Blows (Hulu), Anansi Boys (Amazon Prime Video), Andor (Disney+), and Sentient Brutalism (Lionheart).
Thanks to him I’ve seen many shows for VERY cheap and now you get access to his intel too!
Manola
Daniel Seth’s Affordable Cultured Butter Hacks
Hi! Dan here, long-time New Yorker and butter connoisseur. Thanks to Manola, I now have the perfect excuse the next time my doctor tells me my cholesterol levels are too high.
If your habits are anything like mine, a ravenous cultural appetite is part of what keeps you in New York. We’re living through increasingly troubling times, and I feel incredibly fortunate to work full-time in the arts. Readers of this Substack don’t need me to convince them of how essential the arts are to a healthy and productive society — often either making us more aware of the world we already occupy, or showing us a version of the world we want to see but haven’t yet managed to build. In an era like the one we’re now confronting, the arts can offer us a deeper understanding of what it means to be human, or offer us momentary escapism from our struggles. Accessibility to the arts, especially live performance, should be a given. In some parts of the world, it already is. However, here at home, that reality sadly falls under the “world we want to see” category.
While I’m often offered complimentary tickets to shows as a professional courtesy, I also need to purchase my fair share of tickets to support friends and colleagues, scout for talent, keep up with conversation, or simply enjoy a night out. If I were to pay anything close to full price, I’d be bankrupt many times over. So, here are some tactics I’ve refined over the past twenty years or so, which are accurate as of today, but which very well may change by the time you read this.
Hope some of these lead to a lifetime of Kerrygold and Isigny Sainte-Mère!
Take Advantage Of Your Youth:
The non-profit theatre companies tend to have programs for “young” (their definitions vary, but the cutoff generally ranges from 30-40 years old) audience members, as they hope to build the habit and cultivate future subscribers and patrons. These discounts generally apply to both Broadway and Off-Broadway productions.
I’m generalizing, but non-profit theatre companies frequently program more risky material than commercial productions, since their business models don’t solely depend on individual shows recouping their investment from ticket sales.
Some highlights, but not an exhaustive list:
Signature’s Access Membership (for non-profit and education workers, the theatre industry, etc.)
Atlantic’s Access 25 (for productions in previews)
Irish Rep’s Greenseats ($25 tickets for audience members under 40)
St. Ann’s Warehouse Standby (not an official program, but last-minute tickets are discounted to $20)
The other Lincoln Center venues (Metropolitan Opera, NY Philharmonic, etc.) have similar programs of their own, which can be found here
Most of those programs are popular, especially for highly anticipated productions, so advance planning is often necessary. In some cases (especially at venues like Lincoln Center, which often features celebrities), the ticket allotments for an entire run sell out within minutes of going on sale, so a little bit of attention can go a long way.
While I’m not condoning anything illicit, I’ve seen people use fake IDs to make themselves seem younger than their actual age, just for the sake of extending this sort of eligibility. Not quite what the guys on St. Mark’s Place had in mind…
Theatre Development Fund:
If you’re eligible to join TDF (and many readers here will likely meet their criteria), it’s one of the best values in the city. TDF is a non-profit that offers support to arts organizations and low-budget productions around the country. Part of its funding stems from membership fees and the service charge on its ticket orders, which are going to support the arts rather than boosting a company like Ticketmaster’s bottom line.
For an annual membership that costs around $40, you’ll have access to discounted tickets to Broadway shows (typically around $60) all the way down to Off-Broadway, experimental theater, lectures, and concerts (which tend to range from $15-$40).
Here, you’re most likely to find shows in previews that are building an audience, neighborhoods that aren’t particularly tourist friendly, or shows that are doing well on the weekend but a harder sell on weeknights. You’ll never know your seating location until you pick up your tickets, but TDF never sells partial / obstructed views, and says the value of the ticket will always be more than what you pay for it. When I’ve purchased tickets through them, I’ve frequently found myself in unsold premium orchestra seats.
Seat Filling:
For people who always want an excuse to see something, but who also aren’t overly precious about what that is, papering organizations (which stem from “papering the house,” a term for free tickets that make critics, influencers, and ticket-buyers feel like they’re at a more successful/electric performance) offer tickets for a small (usually $5) service charge. Depending on the company and time of year, listings sometimes include high-priced items like Broadway shows, award shows, pop concerts, and professional sporting events — but more typically include Off-Broadway, Carnegie Hall, burlesque, cabaret, magic, stand-up comedy, etc. For all, performances are usually posted fairly last-minute, once it’s clear that any given night won’t be selling out.
Some options:
Rush and Lottery Tickets:
Frequent theatre-goers are likely familiar with the concept of rush or lottery tickets, as first popularized by the producers of RENT, who offered $20 tickets to the front two rows of the orchestra. Today, “rush” tickets are sold same-day (either in person or online, depending on the production) for a steep discount. For many productions, it’s easy to walk right up to a box office when it opens that morning and secure a ticket, but for others (think shows with a young fan base like The Outsiders), people literally camp out overnight to secure their place in line.
For the sake of ease and safety, many shows prefer to run a “lottery” instead. Gone are the days of putting one’s name in a bucket two hours before curtain and hoping to hear your name called by the intern running the drawing. Instead, lotteries are now almost exclusively online, drawn either same-day or the day prior.
Three sites to check:
Meanwhile, wildly successful shows like HAMILTON run the lottery through their own website (or app).
Unfortunately, producers offering prime seats through rush and lottery tickets are largely a thing of the past. Instead, they’re now often partial view seats on the far sides of the orchestra or in the very back of the theatre, which most discerning ticket buyers wouldn’t want to buy. In some cases, they can be a remarkable deal, but make sure to check what you’re buying. A regularly updated list of offerings can be found here.
You’ll also see that some shows offer “standing room,” which is exactly what it sounds like: a discounted space at the back of the orchestra (or occasionally the back of the mezzanine) to watch the performance while standing. Some productions offer standing room as part of their rush tickets when the box office opens, while others wait until shortly before curtain to sell them. It’s not uncommon to find a box office refusing to sell standing room until the very last seat has been officially sold – but it’s frequently possible to take an empty seat at intermission. If trying standing room, note that the ledges are often fairly high, so possessing height (either naturally or through footwear) is a real advantage.
Apps:
Most of us likely know about the TodayTix app — and while its fees can often be predatory, more expensive than would be the case right from the show’s own website — they do offer some valuable offers. Periodically, they’ll offer “flash sales” or pre-sales on productions, which can prove remarkable, like the $99 tickets to Andrew Scott’s one-man VANYA that later sold for $400. Several times a year, they’ll also offer seasonal sales across many shows, which can be worth checking out.
Some shows partner with TodayTix for their lottery and rush ticketing programs — but for popular shows, it’s worth noting that only a pair or two of tickets tend to be available, so interested rush ticket buyers need to act like they’re playing a game of fastest finger.
There’s a great new app called Theatr, which is intended to be used to buy and sell tickets at face value (plus a small service fee, which is designed to provide protection against scammers). Tickets at either discounted rates or for highly desirable shows tend to sell very quickly, often in seconds or minutes, but it’s worth taking a peek and setting some notifications (much like you would for a Resy).
Alumni Tickets:
If you attended either NYU or Columbia, both schools offer alumni discounts, so join their box office listservs. It’s likely that other schools offer this perk too, so check with yours! Or, lifehack: take a single continuing education class anywhere (in New York, a CUNY like Hunter or Baruch would likely be least expensive) and get a fresh student ID to extend your eligibility for student discounts.
Volunteer Ushering:
Don’t mind working for your seat? Many non-profit companies (including the Vineyard, a Butter favorite) use an usher or two for their productions. In exchange for wearing black, arriving early, and handing out playbills as you help people find their seats, you get to take an empty one yourself. Broadway productions generally don’t apply as their ushers are typically union positions, but here’s a link (albeit outdated) to companies that tend to utilize this type of barter system.
TKTS Booth:
Don’t mind waiting in line with some tourists? Try the TKTS booth under the big red stairs in Times Square. Long gone are the days of prime seats for half price, but you can still sometimes score solid deals, especially right before showtime.
More importantly, there’s a lesser-known second location near Lincoln Center (on 62nd Street). Both box offices have the identical inventory, but the Lincoln Center branch has a much shorter line.
If using TKTS more than once in a week, hold onto your ticket stubs. If you bring them back with you, the attendants will often let you jump to the front of the line with a “fast pass.”
Spontaneity:
Risk taker? Just want to see a show at a certain time, but you’re not precious about which? Hang out in the theatre district around one hour before curtain. If you check with a box office, attendants will often offer unofficial last minute “rush” tickets to undersold performances, including some locations that are even better than what’s available in the official allotment. You’re unlikely to get a better price than what’s listed, but if $69 ordinarily gets you a balcony seat and there’s orchestra availability, that same $69 just might get you a better location.
This is also more structured with a service like Broadway Roulette, which sells discounted tickets, but you won’t find out the show or location until after you’ve made your purchase.
In the hour before curtain, the Theatr app and Stubhub often have deep discounts as well, as listings become available from people who’ve changed their plans, scalpers who expected to make a killing but now just want a seat to get sold for even a fraction of their cost, etc.
20at20:
Twice a year, certain Off-Broadway shows participate in a promotion, where all remaining seats are available for $20 if purchased twenty minutes before curtain. They’re usually cash only, and are rarely big hits, but sometimes there’s a great deal to be had.
Alternative Venues:
Up for a risk? Try seeing something at a less commercial venue than you’ll find uptown.
Take a look at venues like Dixon Place (where Cole Escola was performing long before Oh, Mary! made them a commercial star), Soho Playhouse (which often programs brief runs of Fringe shows that are hits outside of North America), Ars Nova, and the Bushwick Starr. You just might find the next Finlandia while it’s still at a Trader Joe’s price.
Culture Pass:
Stepping away from theatre for a moment, if you don’t have a library card yet, I think you’re on the wrong Substack — so why not take full advantage of it? Aside from the benefits you’d expect (like books, e-books, audio books, etc.), the NYPL offers free seeds for gardeners, access to Ancestry, 3D printers, etc. However, what you should really do is take a look at Culture Pass, which offers free admission to roughly 100 cultural institutions (museums, botanic gardens, walking tours, etc.)
Credit Cards:
Finally, if you’re already a card holder with a major issuer like Chase, Capital One, Amex, etc., check and see if they have lounges for anywhere you’re already planning to attend! Venues like Madison Square Garden, the Beacon Theatre, the US Open, etc. often have lounges available that offer free food and beverages, so long as you make a reservation ahead of time.
The premium cards also offer Entertainment Portals, which have access to special events — think Broadway opening nights, the SNL 50th anniversary, MLB games (i.e. Capital One, which has four premium seats to every game in the nation available for just 5,000 miles per seat), etc.
None of these are so extraordinary that you should get a new card for them, but if you already have one in your wallet, take full advantage of what’s available to you!
Have any tips that you’d like to share with me? Want to share any victory stories from using one of the ones I’ve mentioned above? You can find me @dsavalon – happy deal-hunting!