Katie Dalton has been appointed president of Audience Rewards, Broadway鈥檚 loyalty program for theatre fans, effective immediately.
Dalton, who joined the company in 2010 as a marketing director, most recently served as its executive vice president. During the past 15 years, she has led the company from a startup to a powerful marketing platform driving over $1 billion in Broadway ticket sales, providing benefits to more than 3 million Broadway fans.
鈥淜atie Dalton is a natural leader, and we鈥檙e thrilled to appoint her as President of Audience Rewards,鈥� said Charles Flateman, CEO of Audience Rewards and Executive Vice President at the Shubert Organization, in a statement. 鈥淭he company has been transformed under her aegis these past few years since Broadway emerged from the pandemic, and now we look forward to an even deeper relationship with Broadway鈥檚 biggest fans in the years to come.鈥�
鈥淓arlier this year, we launched a reimagined Audience Rewards platform that makes it simpler than ever for theatregoers to earn unlimited rewards,鈥� Dalton added. 鈥淛ust as airline travelers use miles to get free flights, Broadway fans now have a more intuitive and user-friendly way to earn points they can redeem for free tickets. I鈥檓 excited to lead Audience Rewards into its next chapter as we continue creating new ways for millions of theatre fans to enjoy meaningful benefits at the shows they love.鈥�
Dalton led the company through a comprehensive rebrand, modernization of its technology infrastructure, and launch of elevated fan engagement initiatives. She also forged partnerships with American Express, Ticketmaster, and United Airlines; created high-impact customer experiences with Jake Gyllenhaal and Kerry Washington; and expanded the program鈥檚 footprint beyond Broadway to include the Metropolitan Opera and hundreds of Off-Broadway productions.
Dalton also serves as co-chair of the Partnerships and Sponsorships Committee for The Broadway League; co-founded The Broadway Women鈥檚 Alliance, a nonprofit supporting over 1,000 women working on the business side of theatre; serves on the board of directors for the Movemeant Foundation, which empowers middle school girls; and mentors in the NYU Tisch Drama Women鈥檚 Mentorship Program.
Audience Rewards is a loyalty program where theatregoers can get points for buying tickets to various shows in New York, including Broadway and Off-Broadway. Those points can be redeemed for rewards, which includes discounts to Broadway shows, autographed merchandise, and many more. And for the Tonys, they have launched an official contest. before the big night, then log your ballot onto . If your predictions perfectly matches the eventual winners, you can win a weeklong trip to NYC. Runner ups get 20,000 ShowPoints (that鈥檚 equal to two Broadway tickets through Audience Rewards), and everyone who enters the contest gets 500 ShowPoints. May the odds be in your favor. Visit and be sure to tune into the Tony Awards June 8.
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