Icon Parking Systems, the premier provider of parking services in New York City, has signed an exclusive annual advertising contract with Playbill Inc. to be one of the anchor tenants in its newly introduced mobile app, Playbill Passport.

The publisher of the program exclusively servicing all Broadway theaters, recently announced a partnership with Broadway Voice Inc. and the launch of its first-ever app, called Playbill Passport – a mobile, interactive companion to the classic Playbill magazine. 

As one of the anchor tenants, Icon Parking will now be able to exclusively provide Broadway theatergoers who have the app and are driving to the theater a fully integrated and seamless solution that will take the headaches out of knowing where to park in the theater district.

The advertising deal will be introduced in phases during 2016. The first phase included a full-run app ad program that offered drivers who have the app a discounted offer to park in any Icon facility in the city. 

Additionally, Icon is optimizing the app’s technology by using its location- and proximity-based technology to alert drivers with a push message and discount coupon to park when they are within a one-block radius of an Icon garage within the Times Square area. 

Subsequent phases to be introduced later in the year will incorporate the Icon API, giving drivers a complete parking tool within the Playbill Passport user interface that will include maps, directions and reservations.

“Icon is delighted to be partnering with a theater industry legend like Playbill,” said CEO Jerry Skillett. “[Its] Passport interactive app opens a whole new world to the theater experience by leveraging cutting-edge technology to deliver an unprecedented experience to theater patrons. Participating with Passport provides Icon customers easier access to closer theater parking, a real benefit for those busy Broadway nights. We are excited about this partnership and the potential it holds for New York.”

“Playbill Passport allows us to expand on the services we’ve been offering to Broadway audiences for over 130 years,” said Philip Birsh, Playbill President and CEO. “Broadway just had its best-attended and highest-grossing year to date. We are in the midst of an exciting theatrical renaissance. Times Square is booming with new businesses, thousands of offerings and no real touchstone to maximize the experience. 

“Theatergoers have come to rely on their Playbill and the information therein for over a century,” Birsh said. “Playbill Passport will expand on that service by giving audiences a way to learn and interact with the show they are seeing; attend other shows of interest; obtain practical theater-related information; use discounts; and take advantage of all that Times Square has to offer.”