About Us

Support Philly Theater is more than a T-shirt advocacy campaign, it’s a movement to rally pride, awareness, and support for one of the country's most vibrant theater communities. Philadelphia’s stages are powered by actors, directors, designers, crew, and countless others who bring stories to life night after night. Their work inspires audiences, strengthens neighborhoods, and draws visitors from across the region and beyond. This campaign celebrates them and invites audiences, neighbors, and fans to do the same.

The Support Philly Theater campaign includes a series of t-shirts designed to let fans proudly wear their love for theater. Each design, It’s Always Showtime in Philadelphia, I ❤️ Philly Theater, and Philly Theater Kid, reflects the joy and energy of live performance.

The idea was launched by En Route, a Philadelphia-based marketing and public relations agency dedicated to cultural, civic, and tourism clients. En Route has been proud to partner with many of the region’s leading theater companies, from the Tony award-winning Wilma Theater, Arden Theatre Company, Bristol Riverside Theatre, Hedgerow Theatre, Philadelphia Theatre Company, Pig Iron Theatre Company, Quintessence Theater, Theatre Exile, and Theatre Horizon. That work has shown us firsthand how much talent and creativity this city’s theater scene holds — and how much it deserves to be championed.

While audiences are returning to theaters, attendance across the performing arts still hasn’t fully rebounded from the pandemic. A recent study by the Greater Philadelphia Cultural Alliance revealed that only 41% of organizations have returned to pre-pandemic attendance levels. Additionally, 72% of people now learn about cultural events primarily through social media. That insight drives this campaign.

Together, we can use bold, creative strategies to spread the word and bring even more people into the seats.

Most importantly, we want to thank you. By purchasing a shirt, posting on social media, or simply cheering us on, you’re helping build momentum for Philadelphia theater. Your support fuels the energy that keeps this community strong, resilient, and ready to grow.

Philly theater is a tradition of excellence — and with your help, it’s also a tradition with a vibrant future.