audience that lines up very well with the the program will help establish continuity
: Amtrak has allied with theater-oriented target audience we are trying to access.” between shows.
loyalty program Audience Rewards for a Audience Rewards plans to expand its “Some people are very loyal to certain : The value of pages printed digitally will be
new rewards-based marketing partnership. program with Amtrak to theaters nation- shows like Jersey Boys or Wicked, but without more than those printed via offset within the
The 2 million members of Amtrak’s Guest wide, beginning with other major markets an overlapping database to understand what next few years, even though the volume of
Rewards now will be able to trade in points like Chicago. else they’re buying and how frequently, offset printing will still exceed digital pages,
they earn through transactions with Amtrak The program also may eventually include according to an industry executive.
for Audience Rewards ShowPoints, which other entertainment, such as concerts. And, When you look at the graphics arts
can be used to buy show tickets and other Audience Rewards is in talks with other industry alone, digital printing currently
theater-related rewards, and vice versa. transportation and travel partners, including accounts for only 2% of the market, said
Audience Rewards, a fairly new pro- airlines and hotels. Alon Bar-Shany, VP and GM of HP Indigo,
gram, currently has slightly more than Amtrak riders and theatergoers both tend who spoke during the recent annual Dscoop
100,000 members. It projects more than to be married, college-educated and over conference in Orlando, FL. Dscoop is a
half a million by year’s end. It is the ofﬁcial the age of 30, Lesnick noted. However, he digital services cooperative of HP Indigo
loyalty program of the Broadway League, hopes that the Audience Rewards program users and HP.
a group of independent theaters and pro- will help Broadway appeal to other markets, “Digital has hardly touched commercial
ducers responsible for many of New York’s such as youth and seniors. printing,” Bar-Shany said.
Broadway shows. For its part, Amtrak views the partner- However, this is starting to change quick-
“Amtrak is a wonderful partner because ship as a beneﬁt as well, giving the transit ly. The number of pages printed on HP’s
so many Amtrak riders are coming in and company an opportunity to broaden its digital Indigo press is growing by around
customer base. 5 million pages per day. Web-to-print, vari-
“As market conditions change, there’s a able data printing and other value-add ser-
great opportunity to grow the customer base vices made possible with digital print are
for Amtrak, so we want to get new market