Skip to content

Broadway’s ‘SIX’ announces loyalty program

The program offers rewards for repeat attendees.

Olivia Donalson (center) with (L-R) Gabriela Carrillo, Jasmine Forsberg, Didi Romero, Storm Lever and Khaila Wilcoxon in “SIX,” 2024 (Credit: Joan Marcus)

“SIX” has announced the “SIX Royalty Program.” A partnership with Broadway Direct, the loyalty service is designed to incentivize frequent attendance at the musical currently running at the Lena Horne Theatre.

Through the program, theatergoers can count every visit to “SIX” purchased via Broadway Direct towards unlocking six levels of rewards. Tickets purchased to any performance date in 2024 (retroactive to the first of January) will count. Redeemable prizes include “SIX” swag not available elsewhere, such as a “SIX” selfie ring light, Holbein sunglasses or a “SIX” Bluetooth speaker. More frequent ticket purchases will offer experiences: 18 ticket purchases to “SIX” are redeemable for a personalized video message from one of the “SIX” Broadway queens; those visiting “SIX” 24 times will earn a meet-and-greet with one of “SIX”’s queens.

While other loyalty programs, such as Audience Rewards, exist that are applicable to a variety of shows, a program specific to a single show is rare. However, the “SIX Royalty Program” is the second show-specific rewards program to be announced in the 2023-2024 season. “Here Lies Love” previously offered a flexible-dates-and-seating ticket initiative which also offered digital rewards.

The current cast of ‘SIX’ features Khaila Wilcoxon as Catherine of Aragon, Storm Lever as Anne Boleyn, Jasmine Forsberg as Jane Seymour, Olivia Donalson as Anna of Cleves, Didi Romero as Katherine Howard and Gabriela Carrillo as Catherine Parr. Rounding out the company are alternates Wesley Carpenter, Ayla Ciccone-Burton, Sierra Fermin, Kristina Leopold, Aubrey Matalon and Cassie Silva.

Featuring a Tony Award-winning score by Toby Marlow and Lucy Moss, “SIX” is framed as a reunion concert of the six ex-wives of British ruler King Henry VIII, each of whom gets to share their story. Directed by Moss and Jamie Armitage, the production opened on Broadway on Oct. 3, 2021 and was nominated for eight 2022 Tony Awards, winning two.

“SIX” is produced by Kenny Wax, Wendy & Andy Barnes, George Stiles and Kevin McCollum.

Additional information on the “SIX Royalty Program” can be found here.