Goodman Theatre

What Goodman Theatre does

Goodman Theatre is Chicago's oldest and largest nonprofit regional theater, founded in 1925 and headquartered at 170 N Dearborn Street in Chicago's Loop. Operating as a 501(c)(3) cultural institution with 51-100 employees, the theater produces new plays, reimagined classics, and large-scale musical works across two mainstage venues — the 856-seat Albert Theatre (proscenium) and the 380-seat Owen Theatre (configurable courtyard, up to 468 seats). It has earned a Tony Award for theatrical excellence and serves as a birthplace for works such as Lynn Nottage's Pulitzer Prize-winning Ruined.

The company's product portfolio extends beyond traditional mainstage productions to include immersive and experiential offerings: Theater of the Mind, a 15,000-square-foot neuroscience-inspired installation co-created with David Byrne and Mala Gaonkar in the River North neighborhood, and The Magic Parlour, a 66-seat magic theater at 50 W. Randolph run by third-generation magician Dennis Watkins since 2009. Signature annual productions include A Christmas Carol (running since 1978) and the world premiere musical Iceboy! starring Megan Mullally and Nick Offerman. The theater supports its productions with an extensive Education and Engagement ecosystem serving youth (Teen Studio, Musical Theater Intensive, PlayBuild), schools (Pages Residency, School Matinee Series), and community organizations (ACTivation, GeNarrations, 100 Free Acts of Theater).

The business model blends earned and contributed revenue across six streams: individual ticket sales ($54-$184+ per ticket), four membership tiers (Classic, Choice, Whenever, All-In) providing recurring subscription revenue with 15-50% savings, group sales with up to 50% discounts for parties of 10+, individual and corporate charitable contributions, special-event revenue, and corporate sponsorships. Major institutional sponsors include Allstate, JPMorgan Chase, Northern Trust, Abbott Fund, and the Elizabeth Morse Charitable Trust, supplemented by city and state government support. Distribution is direct via in-house box office, online ticketing, phone sales, and a dedicated group sales office, complemented by a multi-channel marketing strategy spanning the official website, Instagram, Facebook, YouTube, LinkedIn, email newsletter, and earned media coverage in major outlets.

Name

Goodman Theatre

Legal name

Goodman Theatre

Website

https://goodmantheatre.org

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

51–100 employees

Short description

Goodman Theatre is Chicago's oldest and largest nonprofit regional theater, producing plays, musicals, and immersive experiences across two mainstage venues plus The Magic Parlour and Theater of the Mind, serving general audiences, youth, schools, community groups, and corporate sponsors.

Ownership category

akta.pro rank

Product category

Live Theater / Performing Arts

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Regional & Repertory Theatre Companies (MPAGABAB), Theater, Musicals & Performing Arts (THAJAFAB), Broadway & Commercial Theatre Productions (MPAGABAA), Theater & Performing Arts Ticketing (HSACALAC)

Keywords

• Nonprofit regional theater
• Live theatrical productions
• Theater memberships subscriptions
• Arts education programs
• Immersive theatrical experiences

Headquarters

HQ city

Chicago

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, Others

Revenue model

1. Ticket Sales: Individual single tickets for theatrical productions across Albert and Owen Theatres, with prices ranging from approximately $54 to $184+ depending on production and seat selection.
2. Season Memberships: Multiple membership tiers including Classic (best seats, fixed annually), Choice (flexible 3-8 plays, 15-25% savings), Whenever (4-10 passes redeemable any time), and All-In (complete experience including special events). Recurring revenue model with annual billing.
3. Group Sales: Bulk ticket purchases for groups of 10+ with discounts up to 50%, including complimentary tickets (1 per 50 purchased), no handling fees, and priority seating.
4. Donations and Charitable Contributions: Charitable contributions from individual donors, corporate sponsors, and institutional partners supporting productions and education programs including Premiere Society for major donors.
5. Special Events and Experiences: Additional revenue from The Magic Parlour magic show, Theater of the Mind immersive experience, gift certificates, and merchandise.
6. Corporate Giving and Sponsorships: Corporate sponsorships and giving programs including lead corporate sponsors, production sponsors, and season sponsors with various benefit levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Goodman Theatre is Chicago's oldest and largest not-for-profit regional theater, producing new plays, reimagined classics, and large-scale musicals across two venues (856-seat Albert Theatre and 380-seat Owen Theatre). It sells single tickets, tiered season memberships, group sales, immersive/special experiences (Theater of the Mind, The Magic Parlour), and runs education and community engagement programs, funded largely by ticket revenue and charitable/corporate support.

Product overview

Goodman Theatre is Chicago's nonprofit regional theater (established 1925) offering a portfolio of theatrical productions across two venues: the 856-seat Albert Theatre for large-scale productions and the 380-seat Owen Theatre for intimate productions. The theater produces a mix of new plays, reimagined classics, and special programming. Core productions include mainstage plays and musicals such as Iceboy!, The Attic, A Christmas Carol, American Idiot, and Ma Rainey's Black Bottom, alongside immersive experiences like Theater of the Mind and the magic show The Magic Parlour. The theater supports its productions with education and community engagement programs, multiple membership tiers (Classic, Choice, Whenever, All-In), accessibility services (ASL, audio description, Spanish subtitles, sensory-friendly performances), and group ticketing options. The Albert Theatre serves as the primary venue for major productions while the Owen Theatre hosts more intimate works and new play development.

Differentiator

Problem solved

Functional benefit

Products and services

• Iceboy! A world premiere musical comedy starring Megan Mullally and Nick Offerman about a Broadway star who adopts a 40,000-year-old Neanderthal discovered frozen in the Arctic. Staged in the Albert Theatre for general theatergoing audiences.
• The Attic A new work by circus collective The 7 Fingers, written, directed and choreographed by Shana Carroll; a memoir featuring aerial feats and circus arts. For general theater audiences.
• A Christmas Carol Annual holiday production adapting the Dickens classic, directed by Malkia Stampley with Christopher Donahue as Scrooge. A long-running family tradition for Chicago audiences.
• The Magic Parlour An award-winning 90-minute magic and mind-reading show by third-generation magician Dennis Watkins in an intimate 66-seat theater, with an optional Encore Room VIP experience.
• Theater of the Mind An immersive theatrical experience co-created by David Byrne and Mala Gaonkar, taking up to 16 guests per performance on a 75-minute journey through a 15,000 sq ft installation inspired by neuroscience research.
• Classic Membership Premium season membership offering the best seats fixed year after year, half-price additional single tickets, private Goodman Lounge access twice per season, 25% bar/gift shop discount, and unlimited ticket exchanges.
• Choice Membership Flexible season membership allowing selection of 3 or more plays with 15-25% savings on single ticket prices and unlimited exchanges.
• Whenever Membership Pass-based membership offering 4-10 passes redeemable for any production, with a 50% discount for patrons ages 35 and under.
• All-In Membership Comprehensive membership combining Classic benefits with discounted tickets to The Magic Parlour and Theater of the Mind, spanning up to 10 total experiences.
• Group Sales Bulk ticketing for organizations, corporate events, and private gatherings of 10+ with discounts up to 50%, complimentary tickets, no handling fees, and priority seating.
• Education & Engagement Programs Programs for youth (Teen Studio, Musical Theater Intensive, PlayBuild Youth Intensive, Youth Arts Council), community (ACTivation, CONTEXT, GeNarrations, Second Saturdays) and schools (Pages Residency, School Matinee Series, Stage Chemistry, Classroom Resources).
• 100 Free Acts of Theater An epic citywide year-long event activating all 50 wards of Chicago with free theater programming, part of the centennial celebration.
• Accessibility Services Comprehensive accessibility across performances including ASL interpretation, audio description, touch tours, open captioning, sensory-friendly/relaxed performances, T-Coil induction loop, FM assistive listening, wheelchair access, and Spanish subtitles.

Quantifiable outcome

• 100 Free Acts of Theater activates all 50 wards of Chicago with community performances
• +2 more outcomes

Named customers10 records

Segments5 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The 7 FingerscoreStrategic or Co-development PartnerMontreal multidisciplinary creative collective bringing circus arts to Goodman. Premiering The Attic in September 2026 - a ground-breaking memoir featuring aerial feats and theatrical performance by Shana Carroll.
• Petterino'sminorGTM or Marketing PartnerChicago restaurant adjacent to The Magic Parlour. Dining reservations available for patrons before/after magic show. Joint venue partnership for magic experience.
• Athletico Physical TherapyminorGTM or Marketing PartnerOfficial Provider of Physical Therapy for Goodman Theatre. Supporting Iceboy! production.
• Women's Board of Goodman TheatrecoreGTM or Marketing PartnerAdvisory board supporting theater operations and community engagement.
• Scenemakers BoardcoreGTM or Marketing PartnerYoung professional board organizing events including Iceboy! Scene Night networking events.
• Chicago Park DistrictminorStrategic or Co-development PartnerPartner for The Lizard y El Sol outdoor performances in Chicago parks during summer 2026.
• Denver Center for the Performing ArtsminorStrategic or Co-development PartnerOriginal co-producer of Theater of the Mind immersive experience. Video materials courtesy of Denver Center.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Cirque du Soleil: Large-scale theatrical producer of circus-acrobatic and immersive live shows including resident productions. Comparable as a producer of premium-priced, non-traditional theatrical experiences (relevant to Goodman's Theater of the Mind and the upcoming The Attic with The 7 Fingers), though at much larger scale.

Broad incumbents

• Lincoln Center Theater: Tony Award-winning New York nonprofit producing Broadway-scale new plays, musicals, and premieres (e.g., War Paint, The Light in the Piazza). Comparable to Goodman as a producing regional/nonprofit theater with a development pipeline and educational programs, but operates at much larger scale.
• Roundabout Theatre Company: New York-based nonprofit producing classic and new works across multiple Broadway and Off-Broadway venues. Comparable to Goodman's multi-venue producing model, subscription programs, and education/community engagement focus, though at a national scale.

Regional players

• The Second City: Chicago-based comedy/theater institution producing live revues and training programs. Comparable as a Chicago nonprofit live-entertainment venue competing for similar audiences, donors, and corporate group-sales business, though focused on comedy rather than scripted drama/musicals.
• Denver Center for the Performing Arts: Major nonprofit performing arts complex with producing, presenting, and immersive programming. Comparable as a co-producing partner (original co-producer of Theater of the Mind) and as a multi-venue presenting organization with overlapping education/community programs.

Direct peers

• Lookingglass Theatre Company: Chicago-based nonprofit theater known for new work and physical storytelling. Comparable as a producing regional theater competing for the same patron base, donor pool, and producing talent in Chicago.
• Court Theatre: University-affiliated Chicago regional theater producing classics and new work with a subscription model. Comparable in mission, scale, and audience overlap, with similar educational programming for schools and community.
• Steppenwolf Theatre Company: Chicago-based Tony Award-winning nonprofit regional theater producing new plays, classics, and musicals. Most direct comparable to Goodman given shared city, similar scale, ensemble producing model, and overlapping subscription/membership audiences.
• Broadway In Chicago: Chicago's largest commercial Broadway presenter operating multiple theaters (CIBC, Cadillac Palace, Nederlander). Comparable as a presenter of large-scale theatrical productions for the same Chicago audience, with overlapping corporate sponsorship and group-sales channels.
• Chicago Shakespeare Theater: Major Chicago regional theater on Navy Pier producing Shakespeare, classics, and new works with comparable subscription programs, school matinees, and community engagement. Operates a multi-venue complex similar in scale to Goodman's two-theater footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/goodmantheatre
• Facebookfacebook.com/goodmantheatre
• LinkedInlinkedin.com/company/goodman-theatre
• Instagraminstagram.com/goodmantheatre
• Xx.com/goodmantheatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Goodman Theatre