What Walton Arts Center does

Walton Arts Center is a 501(c)(3) nonprofit performing arts organization founded in 1992 in Fayetteville, Arkansas, that operates as Arkansas's largest and busiest performing arts presenter. The organization runs a multi-venue portfolio anchored by a 1,200-seat main auditorium (Baum Walker Hall, Starr Theater, McBride Studio) in Fayetteville, the 10,000-seat Walmart AMP outdoor amphitheater in Rogers, a 200-seat black box theater, and the Alexander Gallery visual arts space at the Porter Art Warehouse. Programming spans the P&G Broadway Series (six touring productions per season), the Starrlight Jazz Club, Songbook Salon, the Coca-Cola Night Out Series, standalone shows, education initiatives reaching 45,000 students and teachers statewide, and festivals including Artosphere, VoiceJam, Masquerade, Art of Wine, and Diamond Awards.

The underlying technology stack centers on a digital ticketing platform (tickets.waltonartscenter.org) with online seat selection, account management, and subscription administration, supplemented by an SMS shortcode (90434) for presales and reminders, email newsletters, social channels, and a twice-yearly OnStage program with a 60,000 print run and 100,000+ monthly website visitors receiving advertising exposure. Annual reach is approximately 340,000 attendees across nearly 700 events.

Revenue is generated across ticket sales (transaction-fee pricing on individual shows and a $351-$585 Broadway Series subscription range with a 10% discount), season subscriptions (Broadway, Jazz, Songbook Salon, Create Your Own Package), corporate sponsorships (P&G title, Coca-Cola title for Night Out Series, Synchrony title for Walmart AMP concert series, Bob & Becky Alexander premier), individual and corporate donations including legacy giving, venue rentals and special events (cocktail classes at $45 single / $39 for 3+, Art of Wine, Masquerade Ball), and Walmart AMP concert operations. Customer segments span general arts audiences across Northwest Arkansas, corporate sponsors and partners, students and educators, and season subscribers. Distribution combines self-serve online ticketing, an in-person and phone box office, direct subscription and sponsorship sales, venue rentals, and gift certificates.

Name

Walton Arts Center

Legal name

Walton Arts Center

Website

https://waltonartscenter.org

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

Walton Arts Center is a 501(c)(3) nonprofit performing arts organization founded in 1992 in Fayetteville, Arkansas, operating multiple venues including a 1,200-seat main auditorium, the 10,000-seat Walmart AMP outdoor amphitheater, and the Alexander Gallery. It presents Broadway, jazz, and concert programming, plus education initiatives, to Northwest Arkansas audiences.

Ownership category

akta.pro rank

Product category

Performing Arts Center

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industry

Music (Instruments, Voice, Music Theory) (EDAAAGAC)

Keywords

• Performing arts center
• Broadway touring productions
• Subscription ticket series
• Arts education programming
• Venue rental services

Headquarters

HQ city

Fayetteville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Individual ticket sales for performances and events at Walton Arts Center venues including Broadway shows, concerts, and special events
2. Subscriptions: Season subscription packages for Broadway Series, Starrlight Jazz Club, Songbook Salon, and Create Your Own Package options providing discounted access to multiple shows
3. Sponsorships: Corporate sponsorships including title sponsors (P&G Broadway Series), series sponsors (Coca-Cola Night Out Series), and show-specific sponsors and underwriters
4. Donations and Contributions: Individual giving, corporate giving, legacy giving, and volunteer programs supporting the nonprofit arts organization
5. Venue Rentals and Special Events: Facility rentals for events, cocktail classes, and special programming including Art of Wine, Masquerade Ball, and other special events
6. Walmart AMP Operations: Revenue from the Walmart Arkansas Music Pavilion (AMP) outdoor amphitheater venue hosting concerts and outdoor events

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Walton Arts Center operates a multi-venue performing arts campus in Northwest Arkansas, presenting Broadway touring productions, concerts, jazz, comedy, family entertainment, and visual arts exhibitions. Core revenue is generated through season subscriptions (P&G Broadway Series, Starrlight Jazz Club, Songbook Salon), individual ticket sales, corporate sponsorships, donations, and venue rentals. The organization supplements programming with arts education programs serving K-12 students and educators statewide.

Product overview

Walton Arts Center operates as Arkansas's largest and busiest performing arts presenter with a multi-venue portfolio. The core offering includes the main Walton Arts Center venue (1,200-seat auditorium, Baum Walker Hall, Starr Theater, McBride Studio) in Fayetteville and the Walmart AMP outdoor amphitheater (10,000 seats) in Rogers. Programming spans Broadway Series subscriptions, Starrlight Jazz Club, Songbook Salon, Night Out Series events, and Additional Shows. Add-on experiences include Cocktail Classes tied to Broadway performances. The organization also operates the Alexander Gallery for visual arts exhibitions and maintains extensive Education Programs serving 45,000+ students and citizens annually. Subscribers access tiered pricing with early ticket access and fee-free exchanges.

Differentiator

Problem solved

Functional benefit

Products and services

• Walton Arts Center Main Venue The primary performing arts center at 495 W. Dickson St., Fayetteville, AR, featuring a 1,200-seat auditorium with proscenium stage, Baum Walker Hall, Starr Theater, and McBride Studio. Hosts Broadway productions, concerts, jazz performances, comedy shows, and special events for general arts audiences in Northwest Arkansas.
• Walmart AMP Outdoor amphitheater located at 5079 W Northgate Rd., Rogers, AR, with 10,000-seat capacity. Hosts major concert tours and outdoor performances, including the Synchrony Concert Series. Recorded $40 million revenue (up 11.4% year-over-year) across 49 shows in 2024.
• P&G Broadway Series Premium Broadway subscription series featuring six major theatrical productions per season (e.g., The Outsiders, Buena Vista Social Club, The Notebook, The Sound of Music, Operation Mincemeat, Just In Time), with subscriber-only bonus shows and early access tickets. Annual subscriptions range from $351-$585 depending on performance day/time.
• Starrlight Jazz Club Five-performance jazz subscription series featuring intimate performances by touring jazz ensembles at Walton Arts Center, sold as an annual subscription package.
• Songbook Salon Subscription concert series celebrating the Great American Songbook with performances by world-class vocalists and small ensembles, offered as a multi-show subscription.
• Cocktail Classes Hands-on cocktail-making classes offered before select Broadway performances. Participants learn to mix two specialty cocktails paired with appetizers from local culinary students. Priced at $45 per class, or $39 each when purchasing three or more.
• Alexander Gallery Visual arts gallery at 212 N West Ave., Fayetteville, featuring over 2,500 square feet of exhibition space with movable walls for flexible exhibitions. Hosts rotating exhibitions including the annual Our Art regional artist showcase and curated exhibitions.
• Night Out Series Diverse programming series including Avatar: The Last Airbender In Concert, Halloween film screenings (The Craft, Scream), Mrs. Doubtfire, Riverdance 30th Anniversary, Choir! Choir! Choir! singalongs, and Richard Thomas in Mark Twain Tonight!, sponsored by Coca-Cola.
• Education Programs Arts education initiatives including Student & Teacher programs, Community outreach, the College Ambassador Program, Hip-Hop 101, Visual Arts education, and volunteer opportunities, reaching 45,000 students, teachers, and citizens across Arkansas annually.
• Create Your Own Package Customizable subscription product letting patrons build a multi-show package with discounted pricing across Walton Arts Center performances.
• Additional Shows & Events Standalone performances including Trey Kennedy, Henry Cho, Bored Teachers, and Nurse Blake comedy shows, offered on individual ticket basis throughout the season.
• Digital Tickets Online ticket purchasing and digital delivery system accessible via the ticket website, with account management and mobile ticket access for individual show purchases.
• Venue Rentals Rental of spaces including a 200-seat variable stage black box theater and meeting/event spaces for community and private events hosted by external organizations.

Quantifiable outcome

• 340,000+ annual attendees and nearly 700 events per year
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• SynchronyflagshipGTM or Marketing Partner · 3 November 2025Title sponsor for the Walmart AMP's annual concert series, called the Synchrony Concert Series, at the outdoor amphitheater venue in Rogers, Arkansas.
• P&G (Procter & Gamble)flagshipGTM or Marketing PartnerTitle sponsor of the P&G Broadway Series, the main Broadway touring production subscription series at Walton Arts Center featuring six shows per season including major touring productions.
• Coca-ColacoreGTM or Marketing PartnerTitle sponsor of the Coca-Cola Night Out Series featuring special events, concerts, film screenings, and unique entertainment experiences outside the main Broadway series.
• Symphony of Northwest Arkansas (SONA)coreStrategic or Co-development PartnerResident orchestral company presenting performances at Walton Arts Center, including special collaborations such as the July 4th Fireworks Spectacular at Walmart AMP.
• Community Creative CentercoreStrategic or Co-development PartnerAffiliate arts organization with studio and gallery space, presenting exhibitions and programs including the Arkansas Pottery Festival.
• KNWA (Media Partner)minorGTM or Marketing PartnerRegional media partner providing coverage and visibility for Disney's Beauty and the Beast production.
• Fire and Lightning CateringminorGTM or Marketing PartnerLocal catering vendor providing light appetizers for cocktail class experiences at Walton Arts Center.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tennessee Performing Arts Center: Nashville's state-level nonprofit performing arts center presenting Broadway tours, concerts, and education. Comparable in operating role as a regional Broadway anchor with similar venue scale and subscription presenting model.
• Segerstrom Center for the Arts: Nonprofit performing arts presenter in Costa Mesa, California with Broadway subscription series, dance, jazz, and education programming. Comparable in operating model and tiered subscription structure (Segerstrom Broadway series similar to WAC's P&G Broadway Series).
• Dr. Phillips Center for the Performing Arts: Orlando-based nonprofit multi-venue center with Broadway, jazz, and education programming. Closely comparable scale, multi-venue design (Walt Disney Theater plus smaller halls), and Disney-area Broadway touring presence.
• Blumenthal Performing Arts: Charlotte, NC nonprofit operating multiple venues including Belk Theater and Booth Playhouse. Directly comparable as a multi-venue nonprofit Broadway presenter with subscription packages and education programs reaching similar scale.
• Fox Theatre (Atlanta): Atlanta nonprofit historic theater presenting Broadway tours, concerts, and family programming. Comparable in Broadway subscription model, scale of presenting operation, and nonprofit operating structure.
• Tobin Center for the Performing Arts: San Antonio nonprofit multi-venue performing arts center presenting Broadway tours, concerts, and community programming. Similar venue portfolio (main hall plus flexible spaces) and comparable regional presenting role to Walton Arts Center.
• Mesa Arts Center: Arizona-based nonprofit multi-venue arts complex with four theaters, visual arts, and education. Comparable in multi-venue nonprofit presenting model and breadth of programming (performing and visual arts).
• Mortensen Hall / Bushnell Center for the Performing Arts: Hartford, CT nonprofit presenting Broadway tours, concerts, and education programming at similar regional scale. Directly comparable as a single-primary-venue nonprofit with Broadway subscription and education reach.
• Kimmel Center for the Performing Arts: Philadelphia-based nonprofit multi-venue performing arts complex presenting Broadway tours, jazz, and orchestral programming. Closest comparable in scale, venue mix (multiple halls under one nonprofit), Broadway subscription model, and education mission.

Broad incumbents

• Adrienne Arsht Center for the Performing Arts: Larger-scale Miami-based nonprofit performing arts center with two main halls (Ziff Ballet Opera House and Knight Concert Hall). Operates the same presenting-plus-Broadway nonprofit model at greater scale, useful for benchmarking upper-band size.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/walton_arts
• YouTubeyoutube.com/user/waltonartscenter
• Facebookfacebook.com/waltonartscenter
• Instagraminstagram.com/waltonartscenter
• LinkedInlinkedin.com/company/walton-arts-center-and-walmart-amp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Walton Arts Center