Broadway Rose Theatre

What Broadway Rose Theatre does

Broadway Rose Theatre Company is a 501(c)(3) non-profit professional musical theatre organization founded in 1992 by Dan Murphy and Sharon Maroney, headquartered in Tigard, Oregon within the Portland metropolitan area. The company operates two performance venues: the Deb Fennell Auditorium (9000 SW Durham Rd.) for larger mainstage productions and the New Stage (12850 SW Grant Ave.) for smaller productions and events. Broadway Rose produces a standard annual season of six mainstage musicals and three youth musicals, supported by professional actors and a live orchestra, making it the largest non-profit professional musical theatre company in the Portland metro area.

The company's revenue is generated through six distinct streams: ticket sales (starting at $28 for general admission), charitable donations (including monthly Producers Circle and legacy Encore Club giving), foundation and government grants from the Oregon Arts Commission, Regional Arts and Culture Council, Oregon Cultural Trust, and National Endowment for the Arts, education program fees (15 classes/workshops for adults, teens, and children), corporate sponsorships, and special events including annual galas and the Princess Party fundraiser. Distribution occurs through a box office, online ticketing platform, season subscriptions, and group sales. Marketing leverages social media (Facebook, Instagram, LinkedIn, YouTube), email newsletters via Wordfly, the broadwayrose.org website, and earned media from local publications.

The organization completed a $3.4 million capital expansion of its New Stage facility in June 2022, adding studio space, a costume shop, a larger scenic shop, and additional administrative offices. It runs a paid technical internship program with up to 93 positions annually for high school and college students. The 11-50 employee organization is governed by a board of directors and currently led by Executive Director Meredith Gordon and Producing Artistic Director Sharon Maroney; founding Managing Director Dan Murphy is set to retire at the end of 2026.

Name

Broadway Rose Theatre

Legal name

Broadway Rose Theatre Company

Website

https://broadwayrose.org

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Broadway Rose Theatre Company is a 501(c)(3) non-profit professional musical theatre organization founded in 1992 in Tigard, Oregon, operating two venues and producing six mainstage and three youth musicals annually for the Portland metropolitan area, supported by ticket sales, donations, grants, education programs, and sponsorships.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Musical Theatre

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Musical Theatre (Non-Broadway/Fringe) (MPAGABAG), Children’s & Youth Theatre (MPAGABAE), Theater, Musicals & Performing Arts (THAJAFAB)

Keywords

• Musical theatre productions
• Performing arts education
• Live stage entertainment
• Youth theatre programs
• Nonprofit performing arts

Headquarters

HQ city

Tigard

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from single tickets, season subscriptions, preview performances, and group sales for mainstage and youth productions
2. Donations and Charitable Contributions: One-time gifts, monthly recurring giving through Producers Circle, planned legacy giving through Encore Club, and general fundraising from donors
3. Foundation and Government Grants: Grants from Oregon Arts Commission, Regional Arts and Culture Council, Oregon Cultural Trust, and National Endowment for the Arts
4. Education Programs: Fees from classes, workshops, summer camps, and technical internships for kids, teens, and adults
5. Corporate Sponsorships: Corporate partnerships and sponsorships from local and regional businesses
6. Special Events: Fundraising events including annual gala celebrations and Princess Party fundraiser events

Pricing tiers

Distribution channels4 records

Marketing channels5 records

Core offering

Broadway Rose Theatre Company produces and performs professional musical theatre productions at two Tigard, Oregon venues (Deb Fennell Auditorium and New Stage), running a seasonal lineup of six mainstage musicals and three youth musicals, supported by year-round education classes, technical internships, ticket and subscription sales, and a fundraising/donation program for a 501(c)(3) non-profit arts operation.

Product overview

Broadway Rose Theatre Company is a nonprofit professional musical theatre organization operating two venues (Deb Fennell Auditorium and New Stage) in Tigard, Oregon. The company produces a mainstage season of six full-scale musical productions and three youth musicals annually, supported by a year-round education program offering classes for adults, teens, and children. Core offerings include mainstage productions featuring professional performers, youth theatre programs including children's summer productions and teen summer intensives, adult education classes in tap and jazz dance, a comprehensive ticketing platform, and various fundraising programs including the Producers Circle monthly giving, Encore Club legacy giving, and general donation options. The company also operates a technical internship program for students and provides venue rental opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Mainstage Musicals Professional full-scale musical theatre productions at the Deb Fennell Auditorium and New Stage venues, featuring adult casts performing classic and contemporary Broadway-style musicals with professional actors and a live orchestra. Aimed at adults, families, and theatre enthusiasts in the Portland metro area.
• Youth Musicals Children's and teen summer theatre productions featuring young performers alongside professional actors, including children's ensemble productions (e.g., Jack and the Beanstalk) and teen summer intensives (e.g., Hadestown Teen Edition). Aimed at children, teens, and their families.
• Education Programs Year-round educational programming including adult dance classes (tap, jazz), kids summer workshops, teen summer productions, teen fall cabaret, and kids fall showcase programs. Aimed at kids, teens, and adult learners seeking musical theatre skill development, with scholarships and financial aid available.
• Ticket Sales and Season Subscriptions Online and box-office ticketing system for purchasing single tickets, season subscriptions, group tickets, and gift certificates for all Broadway Rose productions and events. Season subscriptions provide savings off individual ticket prices. Aimed at theatregoers, season subscribers, and group organizers.
• Donation Programs Charitable giving programs including one-time donations, Producers Circle monthly recurring giving, Encore Club planned legacy giving, and stock/investment donations. Donor benefits start at $50 annually and include invitations to special events, backstage tours, and access to the Marquee Lounge.
• Event Venue Rental Rental of New Stage and Deb Fennell Auditorium venues for performances, events, and community gatherings. Aimed at organizations, community groups, and event organizers needing theatrical venue space.
• Technical Internships Paid technical internship program for high school and college students offering hands-on experience in stage management, lighting, sound, costumes, and scenic design. Provides up to 93 internship positions per year.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Scott Edwards Architecture LLPminorOthers · 20 June 2022Architecture firm that provided design services for Broadway Rose's $3.4 million New Stage facility expansion project completed in June 2022
• B&G BuildersminorOthers · 20 June 2022Construction firm that served as builder for Broadway Rose's New Stage facility expansion project
• Shiels Obletz Johnsen Project ManagementminorOthers · 20 June 2022Project management firm that provided project management services for Broadway Rose's New Stage facility expansion completed in June 2022
• Oregon Arts CommissioncoreOthersOregon state arts funding agency that provides grant support to Broadway Rose as part of the theatre's seasonal funding from government arts organizations
• Regional Arts and Culture Council (RACC)coreOthersRegional arts funding organization serving the Portland metropolitan area that provides grant support to Broadway Rose productions and operations
• Oregon Cultural TrustcoreOthersState cultural funding organization that enables Oregon taxpayers to claim a cultural tax credit for donations to Broadway Rose and other qualifying arts organizations
• National Endowment for the ArtscoreOthersFederal arts agency that awarded Broadway Rose a $30,000 grant from the Access to Artistic Excellence program to support the world premiere production of Ripper in 2011
• Fifth Avenue TheatreminorStrategic or Co-development PartnerSeattle-based theatre company that has partnered with Broadway Rose since 2004 to provide free musical theatre productions to children in the Tigard-Tualatin School District, including students from Title I schools
• Fred MeyerminorOthersKroger-affiliated grocery chain whose Community Rewards program allows shoppers to designate Broadway Rose as their charity of choice, with Kroger donating $2.5 million annually to nonprofits in the Pacific Northwest based on customer designations

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Portland Center Stage: Portland's other major professional regional theatre company producing musicals and plays for the Portland metro area. Most direct head-to-head competitor for the same audience, donor base, and grant funding in the same geography.
• Artists Repertory Theatre: Portland-based nonprofit professional theatre company producing contemporary plays and musicals. Competes for overlapping audiences, donors, and arts funding within the Portland metro market.
• Lakewood Theatre Company: Long-running community theatre company also based in the Portland metro area (Lake Oswego), producing musicals and plays with a similar volunteer-driven, regional-theatre model.
• Oregon Children's Theatre: Portland-based nonprofit producing theatre for young audiences and offering youth education programs. Direct overlap with Broadway Rose's youth musical programming, summer camps, and family audience segments.
• Northwest Children's Theater and School: Portland-based nonprofit producing theatre for young audiences with extensive youth education classes, camps, and production programs. Direct competitor for Broadway Rose's youth musical and children's education offerings.
• Tacoma Little Theatre: Pacific Northwest community theatre with a similar nonprofit, volunteer-driven model producing musicals and plays. Comparable scale and programming, though operating in the Tacoma, Washington market.

Regional players

• 5th Avenue Theatre: Seattle-based nonprofit musical theatre company and Broadway Rose's existing educational partner since 2004. Comparable organizational model producing professional musicals and youth programming, but operates in the Puget Sound market rather than Portland.
• PCPA (Pacific Conservatory Theatre): California-based professional regional theatre company producing musicals, plays, and educational programming. Comparable organizational structure and programming mix, but serves the Central Coast California market rather than the Pacific Northwest.

Broad incumbents

• Oregon Shakespeare Festival: One of the largest and oldest nonprofit regional theatre companies in the United States, based in Ashland, Oregon. Competes for statewide arts funding and audience attention, but at a substantially larger scale with a broader repertoire focus.
• Paper Mill Playhouse: Established New Jersey-based nonprofit regional theatre known for musical theatre productions and Broadway-caliber development. Similar nonprofit producing model with educational programming, but operates at significantly larger scale and on the East Coast.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCp7RREoFsevOh_PWNLVS61g
• Facebookfacebook.com/BroadwayRose
• LinkedInlinkedin.com/company/the-broadway-rose-theatre-company
• Instagraminstagram.com/broadwayrosetheatre
• Xx.com/Broadway_Rose

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

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 Broadway Rose Theatre