WICKED Defies Gravity with Economic Boosting 16-Performance Run in Knoxville

Broadway is back and flourishing in Knoxville, and with it comes a boost to the local economy. WICKED flew into Knoxville for the first time and attracted scores of excited Ozians to the Tennessee Theatre. The 16-performance run from Jan. 10-21, 2024, welcomed more than 25,405 attendees, 7,155 of whom were located outside of Knox County, representing 65 of the 95 Tennessee counties and 32 states.

“Broadway’s presence at the Tennessee Theatre continues to grow annually, captivating thousands of loyal and new audiences alike and this season we were thrilled to bring WICKED to Knoxville’s Grand Entertainment Palace for the first time,” Tennessee Theatre Executive Director Becky Hancock said. “The remarkable story of WICKED has changed theatregoers ‘For Good’ and Knoxville has proven no different as we have welcomed thousands of patrons to the Tennessee Theatre and downtown, generating tremendous economic impact for the entire Knoxville region.”

 The Theatre is proud of its contributions to Knoxville’s economy, as audiences not only enjoy shows, but also support local businesses by dining at restaurants, staying at hotels and exploring the vibrant community.

“The regular restaurant lull between the holidays and Valentine’s Day is completely upturned by the amazing drive in our sales from winter shows at the Tennessee Theatre,” said Matt Gallaher, owner of Emilia. “We anecdotally know that our traffic is due to the theatre crowd, and we are hitting record numbers in our nearly eight-year history.”

Bliss & Tori Mason Shoes co-owner Scott Shimmel said, “January and February are typically two of the slowest months downtown so having WICKED at the Tennessee Theatre has been great for Bliss. We saw a positive impact from the store’s overlap of WICKED’s show days and are always thankful for the energy Broadway shows bring to Knoxville.”

The Tennessee Theatre commended the team effort of the local staff in ensuring audiences could enjoy the ‘Popular’ Broadway musical. The Theatre enlisted the help of a larger local crew than ever before for the 16 performances.

The 2023-24 Broadway season presented by Greater Knoxville Honda Dealers is set to bring tens of thousands more patrons to downtown Knoxville as it continues with HADESTOWN, TO KILL A MOCKINGBIRD and cult-favorite BEETLEJUICE.

The economic impact of the two-week engagement of WICKED is generated by locals’ and visitors’ spending at hotels, restaurants, parking and more. Additionally, a large stage production such as WICKED employs nearly 100 local stagehands, local musicians and hair and wardrobe professionals.

About the Tennessee Theatre

The Tennessee Theatre opened its doors in 1928 as a movie palace in the heart of downtown Knoxville and was transformed into an arts and entertainment venue after a $30 million renovation was completed in 2005. Now listed in the National Register of Historic Places and honored as the Official State Theatre of Tennessee, today’s Tennessee Theatre has something for everyone: classical music, vintage films, dance, Broadway, and stellar performances by today’s hottest musicians and yesterday’s favorites. The Historic Tennessee Theatre Foundation was established in 1996 as a nonprofit organization whose mission is to preserve and operate the Theatre as a cultural cornerstone for the enrichment and enjoyment of all. For more information, visit tennesseetheatre.com.