Wicked’s El Paso Run Successful
From Feb. 1-12, Wicked bewitched 30,000 patrons at The Plaza Theatre and broke box office records with a record gross of $2.37 million dollars and became El Paso’s most successful touring Broadway show, according to The Plaza Theatre.
The musical had 16 performances in El Paso.
Approximately 5,100 tickets were purchased by visitors from outside of El Paso to see Wicked with an estimated economic impact of $1.8 million. Ticket buyers from areas outside of El Paso included Mexico, southeastern New Mexico and west Texas. Local expenditures of cast and crew, marketing, production and venue staffing are estimated to be over $600,000, according to venue officials.
Angela Geske of The Garden restaurant said “Wicked kept us very busy with a 66 percent increase in sales during the two week period. We were full with dinner reservations throughout the time. We were pleased and excited to see the crowds coming in for dinner and then going to the show.”
“We are so pleased that audiences were spellbound by the show’s two week engagement and we hope Wicked’s popularity meant big business for area merchants,” said Steve Traxler, president of Chicago-based Jam Theatricals. “Our thanks to the patrons and loyal El Paso Electric Presents Broadway in El Paso subscribers who supported this blockbuster production.”
“The success of Wicked in El Paso was unprecedented; El Pasoans were thrilled,” said Bryan Crowe Assistant General Manager of the El Paso Convention and Performing Arts Centers. “When discussions were initiated over two years ago about the opportunity to bring this national blockbuster to El Paso, we dared to believe this community would respond and make Wicked the tremendous success it was. We hope this success will help pave the road for similar long term engagements in the future.”
El Paso played host to Wicked’s travelling company of 75 actors, musicians and support staff during their two week engagement. The cast and crew stayed at area hotels and dined our in local restaurants and bars. Wicked also made use of local talent by hiring 100 local musicians, stagehands, hairdressers and wardrobe assistants who helped make the production a success.
“Local casual production workers benefitted from the consistency of a two-week long engagement, rather than single performances,” said Crowe.
