We learn how beacons are being used on and off broadway by The Shubert Organization, the largest theater owner on Broadway. Kyle Wright runs the data analytics and R&D function for Shubert and describes the ways in which beacons can make the experience better for the 13 million ticket holders each year that make up Shubert’s customers. Time Square is one of the most checked in places on earth. Wright is working on how to unlock the value in that. In addition to helping people get to their seats on time, facilitating the link between theaters and restaurants, we hear how Shubert is managing the challenge of getting visitors to use their apps and the partnerships that are helping them to monetize their beacon network.