Long Center for the Performing Arts

What Long Center for the Performing Arts does

Long Center for the Performing Arts is a non-profit 501(c)(3) performing arts venue complex in Lafayette, Indiana, operated by Long Center Inc. and owned by the City of Lafayette. The organization operates four venue spaces: the historic 1,153-seat Mars Theatre (built 1921, National Register of Historic Places since 1981), Loeb Stadium (outdoor concerts), the St. John Pavilion (50 chairs/100 standing), and the Lafayette Theater (built 1938, currently undergoing major renovation starting 2026 with an expected 18-24 month closure). The venue serves the Greater Lafayette community and surrounding Midwest region by hosting touring concerts, comedy shows, theatrical productions, and family entertainment, while also serving as the performance home for resident arts organizations including the Lafayette Symphony Orchestra, Civic Theater of Greater Lafayette, Purdue Bands, Wabash Valley Youth Symphony, and YWCA Y-Dance.

The underlying technology stack is conventional commercial tooling rather than proprietary infrastructure: Square powers point-of-sale for concessions, OvationTix handles online and box-office ticketing, and the physical infrastructure includes theatrical lighting, sound, staging, a fly rail system, and the historic Mighty Wurlitzer theater organ. There is no indication of proprietary technology platforms, AI/ML systems, or data flywheels.

The business model blends four revenue streams: (1) ticket sales via OvationTix and the on-site box office (the venue acknowledges ticket revenue covers only a fraction of operating costs), (2) tiered donations/memberships ranging from $50 to $1,000+ annually (Contributing Member, Marquee Club, Center Stage, Eagle, Double Eagle), (3) facility rentals of Mars Theatre, St. John Pavilion, and Loeb Stadium for events, and (4) on-site concessions (food and beverages). Go-to-market relies on a website (longpac.org), email newsletter, social media, and co-marketing partnerships with national touring promoters (Outback Presents, Mills Entertainment) and presenting sponsors (Old National Bank, IU Health, Citi). The organization supplements paid staff with a large volunteer program spanning ushers, stage help, concessions, and box-office support.

Name

Long Center for the Performing Arts

Legal name

Long Center for the Performing Arts

Website

https://longpac.org

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

1–10 employees

Short description

Long Center for the Performing Arts is a non-profit performing arts venue complex in Lafayette, Indiana, operating the historic Mars Theatre, Loeb Stadium, St. John Pavilion, and Lafayette Theater. It hosts touring concerts, comedy, and theatrical events and serves as performance home to local arts organizations and Purdue University programs.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Live performance venue
• Performing arts center
• Concert and theater
• Event ticketing
• Facility rentals

Headquarters

HQ city

Lafayette

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Ticket Sales: Revenue from ticket sales for live performances and events. The website explicitly notes that ticket revenues cover only a fraction of the costs associated with operating the venue.
2. Donations and Memberships: Annual donations at various membership tiers ($50-$1,000+) providing recognition benefits including marquee messages, program listings, backstage tours, and advance ticket access.
3. Facility Rentals: Rental of Mars Theatre (1,153 seats), St. John Pavilion (50 chairs/100 standing), and Loeb Stadium for events. The venue encourages artistic events and requests dates at least one year in advance.
4. Concessions: On-site food and beverage sales including soda, water, beer, wine, mixed drinks, snacks, and candies during events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Long Center for the Performing Arts is a community performing arts venue complex in downtown Lafayette, Indiana that operates multiple spaces — the historic Mars Theatre (1,153 seats), Loeb Stadium (outdoor), St. John Pavilion, and Lafayette Theater — to host concerts, comedy shows, theatrical performances, family entertainment, and private events. The organization sells tickets to the public, rents its facilities to performing arts groups and event organizers, sells concessions, and operates a tiered membership/donation program that funds operations because ticket revenue covers only a fraction of venue costs.

Product overview

The Long Center for the Performing Arts is a community-based performing arts venue complex in Lafayette, Indiana, operated by Long Center Inc., a non-profit 501(c)(3). The organization offers multiple distinct venue spaces including the Long Center Mars Theatre (1,153-seat historic theater), Loeb Stadium (outdoor concert venue), St. John Pavilion (small group meeting space), and the Lafayette Theater (currently undergoing renovation). The integrated product portfolio combines venue rental services, event ticketing via OvationTix, concessions and hospitality offerings, volunteer programs, and membership/donation opportunities. The venue serves as home to the Lafayette Symphony Orchestra, Civic Theater of Greater Lafayette, Purdue Bands, and other arts organizations, while also hosting touring performances and community events.

Differentiator

Problem solved

Functional benefit

Products and services

• Mars Theatre Historic 1,153-seat theater venue (570 main floor including 12 ADA/Companion seats plus 583 balcony) at 111 N Sixth St, Lafayette, Indiana. Theater-style seating hosts concerts, comedy shows, theatrical performances, and special events; available for rental to performing arts organizations and event organizers.
• Loeb Stadium Outdoor stadium venue located at 2250 Wallace Ave, Lafayette, IN, hosting large-scale concerts and outdoor events with all-seat tickets and reserved table packages available.
• St. John Pavilion Open public space on the main floor of the Long Center with capacity for 50 chairs or 100 standing, suitable for small group meetings with access to restrooms, concessions, and merchandise.
• Lafayette Theater

Quantifiable outcome

• Serves thousands of guests annually at live performances

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

13 partnerships are on record, tiered minor, core and moderate.

• Royal Signs & AwningsminorImplementation/ SI/ Consulting Partner · 8 December 2025Fabricated and installed the new H-E-B sign at The Long Center in Austin, TX. Note: This appears to be a different Long Center entity (Austin, TX) rather than the Lafayette, IN location.
• Old National BankcoreGTM or Marketing PartnerPresenting sponsor for Dustin Lynch at Loeb Stadium. Shown as logo sponsor on event pages and marketing materials. Old National Bank is a regional financial institution with branding on event materials and reserved table packages available.
• Outback PresentscoreChannel Partner/ Reseller/ DistributorPresenting promoter for Henry Cho: The Empty Nest Tour. Outback Presents is a comedy/entertainment promoter that brings touring shows to the Long Center venue.
• Mills EntertainmentcoreChannel Partner/ Reseller/ DistributorPresenting promoter for Colin Mochrie & Brad Sherwood: Asking for Trouble. Mills Entertainment specializes in booking and promoting comedy and family entertainment tours.
• IU HealthminorGTM or Marketing PartnerPresenting sponsor for We Three Kings: The Irish Dance Christmas Sensation. Healthcare system's branding appears on event marketing materials.
• Becks Auto CenterminorGTM or Marketing PartnerPresenting sponsor for Film Series: The Polar Express. Local automotive dealer's branding appears on event materials.
• BTEminorGTM or Marketing PartnerPresenting sponsor for Bellamy Brothers concert. Branding appears on event marketing materials.
• CitiminorGTM or Marketing PartnerPresenting sponsor for Samara Joy concert. National bank's branding appears on event materials.
• BTEminorGTM or Marketing PartnerPresenting sponsor for We Three Kings: The Irish Dance Christmas Sensation.
• City of LafayettecoreStrategic or Co-development PartnerThe Long Center facility is owned by the City of Lafayette. The City donated the Mars Theatre in 1977 as a memorial to Dennis H. Long. Long Center Inc., a non-profit 501(c)(3), manages the facility.
• National Endowment for the ArtsmoderateGTM or Marketing PartnerFederal arts funding agency shown as a partner/sponsor on the Long Center website. Supports cultural programming at the venue.
• Indiana Arts CommissionmoderateGTM or Marketing PartnerState arts agency shown as a partner/sponsor on the Long Center website. Provides funding and support for arts programming.
• Community Foundation of Greater LafayetteminorGTM or Marketing PartnerLocal community foundation shown as a sponsor on the Long Center website, supporting regional arts and cultural initiatives.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Embassy Theatre (Fort Wayne): Indiana-based historic performing arts venue of comparable size and nonprofit model; presents touring concerts, comedy, and family shows, anchored by resident orchestras and community programming — direct operating analogue to the Long Center.
• The Palladium at the Center for the Performing Arts (Carmel, IN): Indiana performing arts center presenting touring and resident programming (symphony, theater, family). Operates a multi-venue campus with the Palladium and Tarkington theaters — directly comparable to Long Center's multi-venue strategy.
• Honeywell Center (Wabash, IN): Regional Indiana performing arts venue with a 1,600+ seat theater and additional event space; presents touring music, comedy, and community programming on a nonprofit basis — closely mirrors Long Center's model and scale.
• The Lerner Theatre (Elkhart, IN): Restored 1920s historic theater presenting national touring Broadway, concerts, and comedy; comparable to the Long Center in being a single historic venue driving the cultural calendar of a mid-size Indiana city.
• Hilbert Circle Theatre (Indianapolis): Home of the Indianapolis Symphony Orchestra, with a comparable full season of symphonic, pops, and educational programming. Shares Long Center's nonprofit presenting model anchored by a resident symphony orchestra.
• Blue Gate Theatre (Shipshewana, IN): Indiana-based 1,500-seat theater focused on country, gospel, and family entertainment; nonprofit-adjacent model similarly reliant on touring artists and group sales — comparable in scale, geography, and programming mix.

Broad incumbents

• Old National Centre (Indianapolis): Mid-size Indianapolis music and comedy venue operated by a larger presenting organization (Murat Shrine / Live Nation adjacency); overlaps Long Center on touring music and comedy acts but with broader geographic reach and corporate backing.
• Fox Theatre (Atlanta, GA): Large historic, multipurpose performing arts venue operated by a nonprofit on a long-term lease from a public owner — the structural analogue to Long Center's city-owned, nonprofit-managed facility, scaled up significantly.
• Ordway Center for the Performing Arts (Saint Paul, MN): Mid-major Midwestern PAC with 1,900-seat Music Theater and additional spaces, operated by a nonprofit presenting resident (Minnesota Orchestra) and touring programming; mirrors Long Center's multi-venue presenting model at a larger budget scale.

Emerging players

• Civic Theatre of Greater Lafayette: Lafayette's resident community theater company and a primary Long Center customer; comparable as a performing arts producing/presenting organization in the same market, though narrower in venue scale and repertoire.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/longcenterlive
• Facebookfacebook.com/TheLongCenter
• LinkedInlinkedin.com/company/long-center-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Long Center for the Performing Arts