“Wicked,” the first touring Broadway Show to play at the Steven Tanger Center for the Performing Arts in downtown Greensboro, finished its historic run on Sunday, Oct. 24.
The 24-performance run was seen by over 66,000 people. Not only was it the first Broadway show at the Tanger Center, it was also the longest and highest grossing Broadway show ever in the triad region.
Matt Brown, managing director of the Greensboro Coliseum Complex and the Tanger Center, said, “The amazing success of ‘Wicked’ was an incredible start to our inaugural Broadway season as audiences were blown away by this spectacular production. With three weeks of capacity crowds at every performance, this record-setting run demonstrated that Tanger Center bring and undeniable energy to downtown Greensboro and generates tremendous economic impact to the entire Piedmont Triad Region.”
Based on analysis by The Broadway League, the New York City-based trade association for the Broadway industry, Wicked’s impact on the local economy is estimated at over $11 million. The impact is generated by tourism dollars spent at hotels, restaurants, parking and more. Also, Broadway shows are large stage productions that employ nearly 100 stagehands, hair and wardrobe professionals, musicians and merchandise sellers.
Greensboro Mayor Nancy Vaughan said, “This is just the beginning of the economic impact that the Steven Tanger Center for the Performing Arts will have on our economy. A big thanks goes out to our generous donors who made this happen. This investment will continue to pay dividends for years to come.”
The Tanger Center was scheduled to hold its grand opening on Friday, March 20, 2020. However, COVID-19 restrictions were put in place earlier that week, so the Tanger Center didn’t have its first show until Rhiannon Giddens and Friends performed on Thursday, Sept. 2, 2021.
Also, because The Tanger Center had never been open – unlike the Greensboro Coliseum – it didn’t qualify for any COVID relief funds.