Which famous theater district pioneered the now-ubiquitous 'show merchandise stand' concept in the 1970s, creating a retail model that generates approximately 30% of additional revenue beyond ticket sales?

The performing arts world has its own unique retail ecosystem, from merchandise stands at Broadway shows to online platforms selling memorabilia. This trivia question explores how a famous theater district revolutionized performing arts retail and created a brand identity that transformed the customer journey and shopping experience for theatergoers worldwide.

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London's West End
Broadway, New York
Teatro alla Scala, Milan
Sydney Opera House