A battle is brewing in Midtown Manhattan. Broadway theatre owners are mobilising playgoers against a proposed Caesars casino in Times Square, arguing the project could derail the cultural heart of New York.
The Pamphlets Tucked Into Playbills
Audiences opening their Playbill last week found more than cast bios and show notes. Inside, a bold flyer warned: “Don’t let politicians sell out the iconic heart of New York to the highest bidder. A casino can go anywhere. Broadway can only live here.”
It was a jarring message for many, sandwiched between adverts and cast interviews. But for the Shubert, Nederlander, and Jujamcyn families — the powerhouse landlords behind 24 Broadway theatres — this was no ordinary publicity stunt. They see it as a last line of defence.
Theatre operators say Times Square’s density, traffic, and history don’t mix well with gambling floors. To them, Broadway thrives on creativity and community, not on slot machines and high-roller suites.
Why the Opposition Is Fierce
The proposal in question comes from Caesars Entertainment, in partnership with SL Green Realty and Jay-Z’s Roc Nation. They envision a high-end casino inside 1515 Broadway, a skyscraper already looming over the square.
The consortium argues it would boost tourism, create jobs, and funnel tax revenues into the city’s coffers. They’ve promised security upgrades, crowd management systems, and even partnerships with nearby businesses.
Still, Broadway leaders aren’t buying it. Their main concerns are simple:
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Congestion around the theatres, which are already fighting for recovery post-pandemic.
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Safety, with fears that a casino could attract crime and overwhelm police resources.
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Identity, as many worry Times Square could lose its cultural reputation and tilt towards a Vegas-style entertainment zone.
One producer put it bluntly: “Broadway survived Covid. What we can’t survive is being turned into a gambling strip.”
The Politics Behind the Curtain
To understand why this fight is happening now, look at Albany. New York lawmakers authorised three full casino licences for downstate regions in 2022. Developers from Queens, Yonkers, Brooklyn, and Manhattan all want a piece of the action.
Caesars sees Times Square as prime real estate. Officials see dollar signs — a single licence could fetch as much as $500 million in fees alone. For a city strapped for revenue, it’s tempting.
But politics is never that neat. Local lawmakers, business improvement districts, and community boards will all weigh in. The Broadway League has already hired lobbyists. So have the casino backers. It’s shaping up as one of the most expensive and bruising lobbying fights New York has seen in years.
And the theatre owners aren’t relying on politicians alone. By sliding pamphlets into Playbills, they’re enlisting audiences themselves. That’s thousands of tourists and locals per night suddenly being asked to email City Hall.
Broadway’s Recovery Still Fragile
Context matters here. Broadway is still clawing its way back from Covid shutdowns. In 2022, attendance was down roughly 17% compared to pre-pandemic levels, according to the Broadway League. Grosses are improving, but shows remain vulnerable, especially new productions.
Adding more congestion, more competition for tourists’ wallets, and more uncertainty feels dangerous to landlords. Theatres rely on repeat visitors, school trips, and families who may see gambling as a deterrent.
Consider this: a family flying in from Chicago might be excited about The Lion King but less so about weaving through crowds of gamblers and neon advertising for slot machines on the way. For theatre owners, perception is everything.
| Year | Broadway Attendance (millions) | Gross Revenue ($ billions) |
|---|---|---|
| 2018 | 14.8 | 1.83 |
| 2019 | 14.77 | 1.83 |
| 2022 | 12.3 | 1.58 |
| 2023* | ~12.9 (est.) | ~1.65 (est.) |
*2023 estimates based on partial season data, Broadway League.
That table tells its own story. Audiences are returning, yes, but Broadway isn’t yet back at full health. Owners argue it’s exactly the wrong time to add a casino next door.
Supporters See It Differently
Casino advocates say the concerns are exaggerated. SL Green, the real estate partner, insists it will invest in traffic management, lighting, and safety measures. Caesars says the project will bring billions in long-term tax revenues, and create over 7,000 permanent jobs.
They also argue casinos and culture can coexist. After all, Las Vegas now hosts residencies by Adele, Lady Gaga, and Cirque du Soleil. Why couldn’t Times Square support both Phantom and poker tables?
There’s also a question of competition. Other proposals for casinos are popping up in Queens (Citi Field parking lot), Brooklyn (Coney Island), and Yonkers (Empire City). If Manhattan blocks the bid, those boroughs could reap the economic windfall instead.
One supporter said, “This isn’t the 1980s. Times Square is already commercial. A casino isn’t going to erase Broadway. It could help finance it.”
The Audience Is Part of the Battle Now
What makes this fight unusual is how theatre owners are using their audiences as advocates. Playbill is a sacred object for Broadway fans. By slipping political messaging inside, they’re effectively turning culture into lobbying.
Some theatre-goers applauded the move, saying they hadn’t realised the scale of the proposal. Others found it jarring, even off-putting, to have their night out turned into a political campaign.
But as any producer will tell you, Broadway has always been dramatic. And this is a drama where the stakes are high: the city’s cultural identity, billions in potential revenue, and the future of Times Square itself.
The pamphlets are just Act One. Expect more plot twists before the final curtain falls.
