Broadway show 'Wicked' boosts Greensboro economy

The delayed run of the first Broadway show to play at Greensboro's Steven Tanger Center for the Performing Arts had a significant impact on the Gate City economy. 

The musical Wicked ended its three-week run at the Tanger Center on Sunday.

According to a news release, more than 66,000 theatergoers turned out to see the show over 24 performances. Officials say that makes it not only the longest but the highest-grossing engagement of a Broadway show ever to have played in the Triad.

An analysis by a New York City-based industry trade association shows that the musical's impact on the local economy is estimated to be over $11 million. That includes tourism dollars spent at hotels, local restaurants, and parking areas.

And the elaborate stage production employed over 100 local stagehands, hair and wardrobe professionals, musicians, and merchandise sellers.

The musical Beautiful, about the singer-songwriter Carole King, was supposed to inaugurate the Tanger Center's Broadway season in May of 2020, but all performances at the theater were delayed because of the pandemic. Beautiful is now set for a six-day run in November.