What’s in a name?

Frequent patrons of BroadwaySF will notice some branding changes in the next few days. BroadwaySF, the presenter of Broadway shows and other performance entertainment at Orpheum Theatre, Golden Gate Theatre, and Curran Theatre, has changed its name to ATG San Francisco. More than just a new name, this change brings the company under the umbrella of ATG Entertainment, an operator of 64 venues across the United States, United Kingdom, and Germany.

So why the change?

“As our programming has expanded beyond Broadway musicals to include music, comedy, and special live events, it became important that our name reflect the full scope of what we do,” said ATG San Francisco General Manager Jamie Budgett. “ATG San Francisco connects our iconic theatres to a global live entertainment network, while everything our audiences value remains the same.”

So what can audiences expect from this news?

While the same programming can be expected, the experience of ticket purchasing will be a little different, with sales being redirected to us.atgtickets.com. Here, San Francisco shows can be filtered by the type of performance and even by accessible offerings. Season subscribers and existing ticket purchases won’t be affected by this change.

So what’s my key takeaway?

A larger focus on other live entertainment options outside of Broadway. Giving you even more performances to see and fall in love with. – Ciara

On the Stage

A Streetcar Named Desire

Theatre | American Conservatory Theater
Now – February 1 | Tickets

Tennessee Williams’s exploration of family, sex, death, and decay is a haunting: family, trauma, relentlessly recurring patterns of destruction.

View the Program

More Events

• The Cherry Orchard | Marin Theatre | Now – February 22
• How Shakespeare Saved My Life | Berkeley Rep | Now – March 1 | View Program
  • Closed Captioned: February 1, 3, and 4 evening performances
• An Evening with Nicola Benedetti | San Francisco Symphony | February 1 | View Program
• Cécile McLorin Salvant | Cal Performances | February 5 | Program coming soon

Next Line

• A new partnership is in the works between TheatreWorks and the City of Palo Alto. A planned development of Cubberley Community Center could provide a new home for the Tony-award winning theatre.
• Curious about how a performance runs? Want to take a peek behind the curtain? Volunteer for Contra Costa Civic Theatre and get the chance to see a show for free, all while scoring some great karma points.