Just north of downtown, Broadway is making a push to become San Antonio’s cultural center.
It is home to museums, the San Antonio Zoo and the Botanical Garden.
The area is now adopting a strategy of “strength in numbers” through a new partnership announced Wednesday called the Broadway Reach.
"Here along Broadway, we have a veritable corridor of creativity right before us,” said Mayor Julian Castro, at Wednesday’s announcement.
The Broadway Reach will consist of the McNay, Brackenridge Park Conservancy, the San Antonio Botanical Garden, the San Antonio Museum of Art, the San Antonio Children’s Museum, the Witte Museum, and the San Antonio Zoo.
One seven-day pass will get visitors into all of the locations for one flat rate.
"This is a chance for us to really market ourselves to the world as one of the greatest cultural destinations,” said Katie Luber, director of the San Antonio Museum of Art.
The cost of the Broadway Reach pass is $44 for adults and $22 for children. It is valid for seven days and is activated upon the first use.
"Because of this, because this is more affordable now and easier and more convenient, more children are going to have that spark of curiosity that leads to learning,” said Castro.
It is also expected to increase traffic through the landmarks. According to statistics, the Broadway corridor already brings in around 2.1 million visitors per year.
The passes are available at all the intuitions, online at www.broadwayreach.org, and at the San Antonio Visitors’ Center.
Each location will also be hosting special events through the weekend to kick off the program.