What Baseline Theatrical does

Baseline Theatrical is a full-service general management firm for commercial theatrical productions, headquartered at 1501 Broadway in New York City. Founded in 2014 by Andy Jones after a decade managing Broadway productions including Rent, Avenue Q, and In The Heights, the firm provides financial management, production planning, employee management and contracting, theatre deal negotiation, vendor hiring, and marketing implementation on behalf of theatrical producers. The company serves a horizontal segment of Broadway, Off-Broadway, and national tour producers, charging professional services fees for engagements that span early development through Broadway runs and touring.

The firm manages a portfolio of high-profile productions, with Hamilton — Broadway plus multiple national tours (Eliza, Angelica, Philip, And Peggy) and international productions in Australia, Germany, and the United Kingdom — as its flagship engagement. The active Broadway roster also includes CATS: The Jellicle Ball, Proof, and Burnout Paradise, alongside a historical catalog of Tony and Pulitzer-recognized productions such as Sweeney Todd, The Cher Show, Fat Ham, Natasha Pierre & The Great Comet of 1812, and Freestyle Love Supreme. The 15-20 person team is structured around General Managers, Associate General Managers, dedicated Company Managers per show, and an internship program paying $20/hr for part-time college-level interns. Distribution is direct-to-producer with no intermediaries, and demand is generated through industry reputation and word-of-mouth rather than outbound marketing.

Beyond its core general management practice, Baseline operates a related non-profit initiative called Beyond the Stage Door (BTSD), launched in 2024, which provides immersive no-cost training for undergraduate and mid-career BIPOC professionals pursuing theatre management careers. The firm is privately held, founder-owned, and operates without disclosed outside equity capital; a related production-financing entity (Make It Happen Broadway) has recorded two exempt securities offerings on SEC filings ($8.56M in 2023 and $2.175M in 2025) likely tied to individual production financing rather than Baseline operations.

Name

Baseline Theatrical

Legal name

Baseline Theatrical

Website

https://baselinetheatrical.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Baseline Theatrical is a New York-based full-service general management firm serving Broadway, Off-Broadway, and touring theatrical producers with financial management, production planning, contracting, and operational oversight across a portfolio that includes Hamilton, Sweeney Todd, and CATS: The Jellicle Ball.

Ownership category

akta.pro rank

Product category

Live Theatrical Production Management Services

NAICS

Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Broadway & Commercial Theatre Productions (MPAGABAA)

akta.pro secondary industries

Theatre Services & Design (Scenic/Costume/Props/Stage Management) (MPAGABAO), Touring Theatre Productions (MPAGABAC)

Keywords

• Theatrical general management
• Broadway production services
• Commercial theatre management
• Company management services
• Production financial management

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. General Management Services: Baseline Theatrical provides full-service general management for theatrical productions including financial management, production planning, employee management and contracting, negotiating theatre deals, hiring vendors, and creating and implementing marketing initiatives. Revenue is generated through professional services fees charged to producers of Broadway and Off-Broadway productions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Baseline Theatrical is a full-service general management firm for commercial theatrical productions, providing financial management, long-term production planning, employee management and contracting, theatre deal negotiation, vendor hiring, and creation and implementation of marketing initiatives for Broadway, Off-Broadway, and touring shows. The firm supplies on-site company managers, associate company managers, and general managers who are deployed directly into productions such as Hamilton, CATS: The Jellicle Ball, Proof, and Burnout Paradise.

Product overview

Baseline Theatrical is a full-service General Management firm for commercial theatrical productions, offering comprehensive management services including financial management, production planning, employee contracting, theatre negotiations, and marketing. The portfolio consists of managed Broadway and Off-Broadway productions (such as Hamilton, CATS: The Jellicle Ball, and Proof), a talent development internship program, and the Beyond the Stage Door non-profit initiative that trains diverse professionals for theatre management careers. The company was founded in 2014 and is headquartered in New York City.

Differentiator

Problem solved

Functional benefit

Brands

• Beyond the Stage Door (BTSD): A non-profit theatre initiative from the team behind Baseline Theatrical, designed to educate and prepare undergraduate students and mid-career transitioning professionals from diverse backgrounds (particularly BIPOC) for careers in general, company and stage management in the theatre industry.

Products and services

• Theatrical General Management Services Full-service general management for commercial theatrical productions, providing financial management, long-term production planning, employee management and contracting, theatre deal negotiation, vendor hiring, and creation and implementation of marketing initiatives. Engaged by theatrical producers for Broadway, Off-Broadway, and national tour productions.
• Company Management Services On-site company management for active Broadway and touring productions, deploying dedicated Company Managers, Associate Company Managers, and Assistant Company Managers into individual shows to handle day-to-day operations. Currently deployed on Hamilton (Broadway and multiple national tours), CATS: The Jellicle Ball, Proof, and Burnout Paradise.
• Beyond the Stage Door (BTSD) Training Program A comprehensive and intensive no-cost training program from the Baseline Theatrical team designed to educate and prepare undergraduate students and mid-career transitioning professionals from diverse backgrounds (particularly BIPOC individuals) for careers in general, company, and stage management in the theatre industry. Combines seminars with industry professionals, production-related excursions, applied learning projects, shadowing of current theatre managers, and an immersive week in NYC.

Named customers12 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Make It Happen BroadwayOthersSEC filing indicates an exempt securities offering by this entity. Make It Happen Broadway is a related entity possibly involved in theatrical production financing.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• 101 Productions: A New York-based theatrical general management firm serving Broadway, Off-Broadway, and touring productions. Directly comparable professional services peer in the same niche, with overlapping client base of major Broadway producers.
• Joey Parnes Productions: Theatrical producing and management firm working across Broadway and Off-Broadway. Marina Hyson on Baseline's team previously served as Associate Producer at Joey Parnes Productions, demonstrating direct industry crossover.
• Richards/Climan, Inc. Long-established Broadway and Off-Broadway general management firm. Closest legacy peer to Baseline in terms of services offered (financial management, production planning, theatre deal negotiation) and target producer clients.
• The Araca Group: Multi-disciplinary theatrical producing and general management company operating on Broadway and beyond. Dana Li on Baseline's roster previously worked at Araca, evidencing direct industry overlap in GM services.
• RCI Theatricals: Theatrical general management company serving Broadway and touring productions. Multiple Baseline team members interned at RCI (per team bios), indicating close functional overlap and a known talent pipeline between the two firms.
• Charlotte Wilcox Company: Theatrical management firm referenced in Beth Renoni's background. Operates as a comparable general management peer serving Broadway and touring productions.

Emerging players

• Roundabout Theatre Company: Major not-for-profit theatre company producing Broadway and Off-Broadway work. Lee Poulin on Baseline's team worked on 10 Roundabout productions, indicating significant talent crossover and adjacent position in the Broadway ecosystem.

Others

• Jeffrey Seller Productions: Major Broadway producing entity behind Hamilton, Rent, In The Heights, and other Baseline-managed shows. Serves as Baseline's primary client rather than a peer, but represents the structural buyer side of the GM services market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/baselinegm

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Baseline Theatrical