When you look at the cities Broadway considers their primary market for touring shows, you’re going to see names like Los Angeles, San Francisco, Chicago. And Greenville. 

Compared to these major metropolitan areas, Greenville is an outlier in almost every possible way except one: we show up for Broadway as enthusiastically as any big city. Like all businesses, show business runs on the bottom line. Mostly, it’s high-density cities like Philly, Baltimore, Dallas, and Tampa that can deliver.  

Then there’s Greenville, South Carolina.

 

How Greenville Gets Big Broadway Touring Shows

Typically, a Broadway show with a successful run in New York will go on tour. The show’s producers hire a booking agent to handle the tour. The booking agents negotiate the show’s route throughout the country based on how to best minimize travel costs. So, the agents look for markets that are sure bets, places that have the greatest chance to pull large audiences for the show. Obviously, major cities comprise what’s considered the “primary market.”  

Yet Greenville is also in the primary market, despite our much smaller population and distance from major urban hubs. We earned our status in the primary Broadway market for two main reasons. The first is 30 years of diligent work by the Peace Center to build relationships with New York producers and booking agents. The second reason is you. Decades of ardent Broadway audiences snapping up subscriptions and single tickets prove year after year that Greenville is a Broadway town, and the movers and shakers putting Broadway shows on tour notice. 

“For a city the size of Greenville to be considered in the same Broadway touring league as San Francisco or Los Angeles is incredible,” says Peace Center CEO and President Megan Riegel. “The producers and booking agents know we have an active audience here. We’re a solid market, so we can work with them to present a full season of exceptional theater from New York.” 

How Do I Get the Best Ticket Price on Broadway Shows in Greenville? 

The best ticket prices come straight from our official Box Office. If you want the greatest value on tickets, a Peace Broadway subscription is the best deal. 

Take advantage of living in a town Broadway loves. Through the years, we’ve been able to present GREAT TITLES with more to come for 2026-2027. We can’t wait to see you at Peace Concert Hall for the next season of hits from Broadway.