Like many of us, Broadway shows are recuperating from the holiday season and looking forward to the 2009-2010 season. Despite the news of many popular Broadway shows closing and the declining economy, the holiday season is usually the biggest and most profitable time of the year for Broadway. Currently, weekly attendance is up 6.6% from this time last year. Gross receipts are up as well. For the week ending on December 28, sales for the season are at $563.9 million, compared with $520.3 million this time last year.

However, two shows didn't even make it to the holidays. A TALE OF TWO CITIES announced a November 16 closing date and then moved it up to November 6. AMERICAN BUFFALO closed November 23, just one week after opening. Post-holiday blues are a given for a slew of popular shows; HAIRSPRAY, YOUNG FRANKENSTEIN and BOEING-BOEING all closed on January 4. SPAMALOT and GYPSY closed this past Sunday and SPRING AWAKENING is scheduled to close January 18.

But Charlotte St. Martin, the Broadway League's Executive Director, sees excitement in the air. "The holiday season is always very healthy,” said St. Martin. “As the national trade association for the Broadway industry, the League is in the center of the ups and downs of Broadway. We have limited running shows over the holidays and people are excited about what's coming up."

Due to the current challenges of the economy, Broadway hopes people don't leave New York. "People deserve some small luxuries for all that they are working," said St. Martin. "They might not go on a vacation if they live in the city, but they will treat themselves to a night out in the city."

With so much headed out of the city after the holidays, there's plenty moving in. SHREK THE MUSICAL bucked the trend and opened shortly before the holidays. A new crop of biggies are waiting in the wings and set to open by April 30 including WEST SIDE STORY, GUYS AND DOLLS, 9 TO 5 and HAIR. The 2009-2010 season will be star-studded as well. After a 46-year absence, Jane Fonda plans her return to Broadway in 33 VARIATIONS and Will Ferrell is making his Broadway debut in YOU’RE WELCOME AMERICA: A FINAL NIGHT WITH GEORGE W. BUSH. "In the near future, we have a number of big shows with known brands and stars and we know this will drive people to want to see shows," said St. Martin. "The opportunity for people to get good seats and a good value will definitely be there."

There's already one big after-holiday sale you can take advantage of now. Pulitzer and Tony-winning play, AUGUST: OSAGE COUNTY, is offering rush tickets to senior citizens for weekday performances. Look for more incentives and creative marketing of shows throughout the new year.

What may really feel the effects are the shows that aren't even on the radar yet. "There is concern for the 09-10 season, with shows that aren’t financed yet," said St. Martin. "But then there’s the group of people that are saying those shows couldn't have happened earlier - so let's try them now." "Research shows during time of economic downturn, things that treat your soul do best," said St. Martin. And what treats your soul better than a live theatre experience combined with a post-holiday discount?

By: Allison Thomas