The Soraya

What The Soraya does

The Soraya (officially the Younes and Soraya Nazarian Center for the Performing Arts) is a nonprofit performing arts center operated under California State University, Northridge (CSUN) in the San Fernando Valley, Los Angeles. Opened in 2011, its core asset is The Great Hall, a 1,690-seat state-of-the-art theatre designed by HGA Architects and Engineers, complemented by the 483-seat Plaza Del Sol Performance Hall and a portfolio of ancillary spaces (Valera Lobby, Courtyard, Art Gallery, Porter Pavilion, Rooftop Terrace, Zev Yaroslavsky Rehearsal Room). The venue presents approximately a full season of programming annually across classical music, jazz, dance, Broadway, theatre, and global artists, with 120+ original productions, commissions, and premieres staged over the past 12 years and artists representing 40+ nations booked to date.

Underlying technical capabilities include variable-acoustics concert halls, extensive professional audio/video/lighting infrastructure, digital livestreaming with 48-hour on-demand replay (Streaming Passes), and production-grade loading/backstage facilities. Programming is curated by an Executive and Artistic Director (Thor Steingraber led for 12 years; Chad Hilligus appointed April 2026) and spans flagship series including Jazz at Naz and Director Selects.

The business model blends transactional ticketing ($22 student to $117 premium), recurring memberships (from $96/year providing presale access and member events), one-time venue rentals for private events and productions, donation/development income (including the Thor Steingraber Fund for Artistic Innovation established December 2025), digital streaming subscriptions, and on-site food and beverage concessions. Customer segments are diversified across general public arts audiences, the CSUN campus community (students, faculty, staff, alumni with tiered discounts), event organizers/performers, corporate and community groups, and K-12 students served through matinees and Artist in Residence programming reaching 10,000+ students.

Name

The Soraya

Legal name

Younes and Soraya Nazarian Center for the Performing Arts at California State University, Northridge

Website

https://thesoraya.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

The Soraya is a nonprofit performing arts center at California State University, Northridge, operating a 1,690-seat Great Hall and ancillary venues. It serves the San Fernando Valley and greater Los Angeles through ticketed performances, memberships, venue rentals, arts education, and digital streaming programming.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Performing Arts Companies (7111), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Theater, Musicals & Performing Arts (THAJAFAB)

Keywords

• Performing arts venue
• Concert hall operations
• Live event ticketing
• Arts education programs
• Venue rental services

Headquarters

HQ city

Northridge

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: Primary revenue from ticket sales for performances and events. Prices range from $22 for CSUN students to $117 for premium seats. Public on-sale and member presales.
2. Membership Subscriptions: Annual membership program starting at $96/year that provides presale access to tickets and exclusive member events and receptions.
3. Venue Rentals: Rental of The Soraya's Great Hall (1,690 seats), Valera Lobby, Courtyard, Art Gallery, Porter Pavilion, Rooftop Terrace, Zev Yaroslavsky Rehearsal Room, and Plaza Del Sol Performance Hall (483 seats) for private events, concerts, film shoots, and campus special events.
4. Donations and Fundraising: Donations supporting arts education programs, student access to performances, and the Thor Steingraber Fund for Artistic Innovation.
5. Streaming Passes: Digital streaming passes for livestreaming events and 48-hour replay access.
6. Food and Beverage: On-site catering and concessions partners, merchandise sales support.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Soraya is a nonprofit performing arts center at California State University, Northridge that presents a season of world-class live performances — including classical music, jazz, dance, Broadway, theater, and international artists — across its 1,690-seat Great Hall and 483-seat Plaza Del Sol Performance Hall. It generates revenue through ticket sales, annual memberships, venue rentals for private events, arts education programs, and digital streaming passes.

Product overview

The Soraya (Younes and Soraya Nazarian Center for the Performing Arts) is a performing arts center operated by California State University, Northridge. Its core product is the venue itself — a portfolio of world-class performance spaces led by The Great Hall, a 1,690-seat state-of-the-art theatre opened in 2011, and supplemented by Plaza Del Sol Performance Hall (483 seats). Supporting these are ancillary spaces: The Valera Lobby (multi-level reception space), The Soraya Courtyard (outdoor event space), Art Gallery, Porter Pavilion (VIP room), Rooftop Terrace, and the Zev Yaroslavsky Rehearsal Room. The Soraya's services span ticket sales and memberships (starting at $96/year), venue rentals, arts education programs (K-12, CSUN students, alumni), and streaming passes for livestreamed and on-demand performances. Programming includes dance, jazz, classical music, Broadway, theatre, and spoken-word events across multiple series including Jazz at Naz and Director Selects. The 2026-27 Season Brochure is the current season programming catalog.

Differentiator

Problem solved

Functional benefit

Products and services

• The Great Hall An award-winning 1,690-seat theatre opened in 2011 and designed by HGA Architects and Engineers, serving as The Soraya's primary performance venue for classical music, jazz, dance, Broadway, and international touring productions. Recognized by the Los Angeles Times as a growing hub for live music, dance, drama, and other cultural events.
• Plaza Del Sol Performance Hall A 483-seat performance hall originally built in 1995 and refurbished in 2012, providing a technically superior performance space with a well-equipped backstage area, ample parking, and easy access to adjacent campus facilities. An affordable venue accommodating large and small performances.
• Ticket Sales & Memberships Online and in-person ticket sales for performances and events, paired with annual membership programs that offer presale ticket access and exclusive member events and receptions. Membership starts at $96/year with multiple tiers including CSUN student ($22), faculty/staff (20–50% off), and alumni (10% off) discounts. Ticket prices for the general public range from $59 to $117 inclusive of all fees.
• Venue Rentals Rental of The Soraya's performance halls and ancillary event spaces — including Valera Lobby, Courtyard, Art Gallery, Porter Pavilion, Rooftop Terrace, and Zev Yaroslavsky Rehearsal Room — for private events, corporate gatherings, concerts, film shoots, and campus special events. Services include comprehensive event support with professional staff guidance and state-of-the-art audio, video, and lighting systems.
• Streaming Passes Digital streaming passes for livestreamed performances, with streaming links sent 48 hours before events and performances remaining available for rewatch for 48 hours after broadcast.
• Arts Education Programs Education programs for K-12 students, CSUN students, alumni, and the broader community, including Mike Curb College arts education programs, scholarships, internships, in-class workshops, student matinees, and the Violins of Hope artist-in-residence program serving over 10,000 students.
• Jazz at Naz An ongoing jazz programming series at The Soraya featuring both main stage and intimate Jazz Club performances with renowned and emerging jazz artists.

Quantifiable outcome

• 120 original productions, commissions, and premieres in 12 years
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mike Curb College of Arts, Media, and Communication at CSUNcoreStrategic or Co-development PartnerThe Soraya is closely affiliated with CSUN's Mike Curb College, offering the CSUN community access to performing arts to enhance educational experience. The venue hosts CSUN student events, internships, and provides educational programming for students.
• California State University, Northridge (CSUN)coreStrategic or Co-development PartnerThe Soraya is an integral part of CSUN, serving as the university's performing arts center. Provides cultural programming, educational opportunities, student employment, and community engagement for the university.
• Congressman Brad ShermanminorOthersCongressman Brad Sherman assisted in securing international work visas for Ballet BC performers, enabling their scheduled performance at The Soraya.
• Media SponsorsminorGTM or Marketing PartnerMedia sponsors support specific performances and events at The Soraya, such as the Chavela y Sus Mujeres tribute performance.
• Violins of HopecoreStrategic or Co-development PartnerViolins of Hope brings 60 violins from Israel to Los Angeles, each a Holocaust survivor. The Soraya hosted the inaugural Artist in Residence Niv Ashkenazi, serving 10,000+ students through workshops and student matinees. The Violins of Hope collection was exhibited at Los Angeles Museum of the Holocaust.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Segerstrom Center for the Arts: A multi-venue performing arts center in Costa Mesa, California, presenting music, dance, and theater. Most directly comparable to The Soraya as a mid-to-large regional PAC of similar programming breadth and rental/event model in Southern California.
• The Music Center: Los Angeles's flagship performing arts campus (Dorothy Chandler Pavilion, Ahmanson, Mark Taper Forum). Directly comparable as a multi-venue presenter of music, dance, and theater in the same LA market, with overlapping programming and audience.
• Center Theatre Group: Operates the Ahmanson Theatre and Mark Taper Forum in downtown Los Angeles, presenting major theatrical productions. Comparable to The Soraya as a Los Angeles-based presenter of theater, musicals, and performing arts residencies.
• Pasadena Playhouse: Historic Southern California theater presenting plays, musicals, and live performance. Comparable to The Soraya as a SoCal-based mid-size presenter serving similar regional audiences with a mixed performing-arts programming slate.
• Hollywood Bowl: Iconic outdoor live music and performance venue in Los Angeles operated by the LA Phil. Comparable in scale, programming style (orchestral, pop, jazz, world music), and LA market positioning to The Soraya's mainstage programming.
• Cal Performances (UC Berkeley): University of California's presenting program at Zellerbach Hall. Directly comparable to The Soraya as a public-university presenting organization offering classical, jazz, world music, and dance programming with educational programming and student access.
• The Broad Stage at Santa Monica College: A 500-seat performing arts venue on the Santa Monica College campus. Closely comparable to The Soraya as a university-affiliated PAC presenting music, dance, and theater with educational mission alignment and a similar single-hall + ancillary-space configuration.

Broad incumbents

• Walt Disney Concert Hall (LA Phil): The LA Phil's iconic concert hall in downtown Los Angeles. Comparable in market and classical/jazz programming, but operates at a substantially larger scale and brand recognition than The Soraya, serving as a benchmark incumbent in the same LA market.
• Lincoln Center for the Performing Arts: New York's premier performing arts campus, hosting multiple resident companies across music, dance, and theater. Comparable to The Soraya as a multi-venue presenter with educational and rental/event programming, but at dramatically greater scale and national reach.
• John F. Kennedy Center for the Performing Arts: The United States' national performing arts center, presenting a full slate of music, dance, and theater. Comparable as a multi-venue presenter with educational mission and government/institutional backing, though operating at a far larger national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheSorayaStage
• Facebookfacebook.com/TheSorayaStage
• Instagraminstagram.com/TheSorayaStage
• TikToktiktok.com/@thesorayastage
• LinkedInlinkedin.com/company/the-soraya

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The Soraya