What Marcus Center for Performing Arts does

Marcus Performing Arts Center (d/b/a Marcus Center for Performing Arts, MPAC) is a 501(c)(3) nonprofit performing arts organization founded in 1969 and headquartered in downtown Milwaukee, Wisconsin. It operates eight venues on a riverfront campus: Uihlein Hall (2,125 seats), Wilson Theater at Vogel Hall (465), Todd Wehr Theater (498), Peck Pavilion outdoor (396), Bradley Pavilion (700), Anello Atrium/Magin Lounge (250), Fitch Memorial Garden, and Studio 4A (130). The organization serves Southeastern Wisconsin audiences through a portfolio of programming that includes Johnson Financial Group Broadway at Marcus Center (touring Broadway productions presented via Broadway Across America), MPAC Presents Dance and Jazz series, Culture Collective (diverse-artist programming under the REDI Action Plan), Rainbow Summer (free outdoor events), Student Matinee Series serving more than 10,000 youth annually, and the 21st Annual Broadway BASH Gala. Educational outreach includes Broadway Bridges Milwaukee, one of only 24 venues nationwide selected for the program, and partnerships with Milwaukee Public Schools and Title 1 schools for affordable student access.

The business model blends earned and contributed revenue across six streams: ticket sales (5-, 6-, and 7-show Broadway subscriptions priced $258-$1,281 across seat tiers, single-show tickets via Ticketmaster, $24 student tickets, and group rates with 20%+ discount for 10+ buyers with dedicated concierge service), venue rentals for weddings, corporate events, and private performances, individual giving and annual fund (donor benefits starting at $1,000+ annual gifts), corporate and foundation sponsorship (Johnson Financial Group title sponsor through 2027/28, plus Bader Philanthropies, Greater Milwaukee Foundation, MGIC, We Energies Foundation, NEA), the annual BASH Gala ($125-$300 tickets), and food and beverage through Oak View Group Hospitality (exclusive provider effective September 30, 2025). Technology is operational rather than AI-driven: Ticketmaster integration, contactless mobile ticketing with self-scan kiosks, cashless venue payments (cards plus Apple Pay, Google Pay, Samsung Pay), a Building Automation System managing 24 variable-speed fans with 17-minute full air turnover, and Global Plasma Solutions Needlepoint Ionization air purification. No public API or proprietary AI/ML capabilities are disclosed.

The organization is governed as an independent nonprofit with no parent company, led by President & CEO Kevin Giglinto (appointed June 2023), and operates with 51-100 employees. Strategic partnerships anchor the model: Broadway Across America for touring content, Donald Driver as Cultural Ambassador (extended through 2030), Oak View Group for hospitality, We Energies as long-standing community partner, and a network of educational and cultural organizations. Recognition includes a 2022 NACD DEI Awards finalist designation, the 2024 Stand For The Arts Award ($10,000 from Spectrum/Ovation TV), and a 2023 NEA grant supporting racial equity programming. The 2026/27 Broadway season of 11 titles is described as the largest in Marcus Center history, signaling an ongoing expansion phase.

Name

Marcus Center for Performing Arts

Legal name

Marcus Performing Arts Center, Inc.

Website

https://marcuscenter.org

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

51–100 employees

Short description

Marcus Performing Arts Center is a Milwaukee-based 501(c)(3) nonprofit operating eight venues since 1969, presenting Broadway touring productions, dance, jazz, and educational programming to Southeastern Wisconsin audiences.

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), Promoters of Performing Arts, Sports, and Similar Events (7113), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Gala Dinners & Fundraising Events (Nonprofit/CSR) (MPAGAHAE)

Keywords

• Performing arts venue
• Broadway touring productions
• Live entertainment events
• Arts education programs
• Event venue rentals

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Individual show tickets, season subscriptions, student tickets, and group tickets sold primarily through Ticketmaster platform with in-person box office support. Service and facility fees apply per ticket.
2. Venue Rentals: Rental revenue from eight world-class venues including Uihlein Hall (2,125 capacity), Wilson Theater (465), Todd Wehr Theater (498), Peck Pavilion outdoor (396), Bradley Pavilion (700), Anello Atrium/Magin Lounge (250), Fitch Memorial Garden, and Studio 4A. Venues rented for weddings, private events, corporate events, fundraisers, and performances.
3. Individual Giving and Annual Fund: Donations through annual fund, estate plans, one-time gifts, and recurring gifts. Donors receive benefits including Donor Lounge access with $1,000+ annual gift.
4. Corporate & Foundation Sponsorship: Corporate sponsorships for events and series, with Johnson Financial Group as title sponsor for Broadway series (multi-year through 2027/28). Foundation grants support educational and community programming.
5. BASH Annual Gala: Annual fundraiser featuring Broadway performances, dinners, and auctions. Full gala packages ($300) and performance-only tickets ($125) support education and engagement programs.
6. Food & Beverage: On-site bars and concessions with artisanal snacks, charcuterie, premium cocktails, wine, and beer. Show-inspired specials. Catering available for events from OVG Hospitality's Fine Catering.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Marcus Performing Arts Center (MPAC) is a 501(c)(3) nonprofit performing arts organization that operates eight world-class venues in downtown Milwaukee and presents Broadway touring productions, dance and jazz series, cultural programming, and educational performances for general audiences and students. The organization sells season subscriptions, individual show tickets, group tickets, and student matinees primarily through Ticketmaster, and rents its venues for weddings, corporate events, fundraisers, and private functions. Revenue is supplemented by individual donations, corporate and foundation sponsorships, foundation grants, food and beverage concessions, and an annual Broadway BASH Gala fundraiser.

Product overview

Marcus Performing Arts Center (MPAC) is a mission-based nonprofit performing arts organization offering a portfolio of live entertainment products and venue rental services. The core product offerings include the Johnson Financial Group Broadway at Marcus Center series (premium Broadway touring productions), MPAC Presents series (Dance and Jazz), Culture Collective (diverse artists programming), Rainbow Summer (free outdoor events), and Student Matinee Series (educational programming). MPAC operates eight world-class venues including Uihlein Hall (2,125 seats), Wilson Theater at Vogel Hall (465 seats), Todd Wehr Theater (498 seats), Peck Pavilion (396 outdoor seats), Bradley Pavilion (700 capacity), Fitch Memorial Garden (230 ceremony), Anello Atrium/Magin Lounge (250 guests), and Studio 4A (130 capacity rehearsal room). The organization also generates revenue through venue rentals for private events, weddings, and corporate functions, as well as annual fundraising through the Broadway BASH Gala.

Differentiator

Problem solved

Functional benefit

Brands

• Johnson Financial Group Broadway at the Marcus Center: Broadway touring series presented in partnership with Johnson Financial Group and Broadway Across America
• MPAC Presents
• Culture Collective
• Rainbow Summer
• Broadway BASH (BASH Gala)
• Student Matinee Series

Products and services

• Johnson Financial Group Broadway at the Marcus Center Subscription and individual-ticket Broadway touring series presented in Uihlein Hall in partnership with Broadway Across America and sponsored by Johnson Financial Group through 2027/28. The 2026/27 lineup of 11 titles is the largest Broadway lineup in MPAC history.
• MPAC Presents Dance Series Three-show dance series featuring world-class dance companies and multi-day residencies including Dance Theatre of Harlem and Step Afrika!, with educational matinees and post-show talkbacks for general audiences and students.
• MPAC Presents Jazz Series Three-show jazz series curated as an eclectic celebration of jazz music, showcasing legendary icons alongside emerging artists under the MPAC Presents sub-brand.
• Culture Collective Multi-show programming series featuring prominent artists of color across diverse artistic disciplines, with eleven shows and events from September through April under MPAC's REDI (Racial Equity, Diversity, and Inclusion) Action Plan.
• Rainbow Summer Free outdoor public performance series featuring live music, food trucks, art installations, and family activities held at MPAC Outdoor Grounds during summer months, co-sponsored with Milwaukee Downtown BID #21.
• Student Matinee Series Daytime K-12 performances featuring internationally-renowned artists with study guides and arts-integration classroom opportunities, serving more than 10,000 youth annually with Title 1 pricing through Milwaukee Public Schools.
• Uihlein Hall Venue Rental Rental of MPAC's largest venue (capacity 2,125) suitable for opera, Broadway, theater, dance, lectures, commencements, and large-scale corporate or community events.
• Wilson Theater at Vogel Hall Venue Rental Rental of the elegant 465-seat Wilson Theater at Vogel Hall (366 orchestra, 95 loge, 4 wheelchair-accessible seats), ideal for meetings, performances, film screenings, and intimate events.
• Todd Wehr Theater Venue Rental Rental of the 498-seat Todd Wehr Theater with thrust stage configuration (373 orchestra, 119 balcony, 6 wheelchair-accessible seats) for performances, lectures, and conferences.
• Peck Pavilion Venue Rental Rental of the outdoor 396-seat Peck Pavilion along the Milwaukee River, suited to seasonal concerts, film series, dance programs, and dramatic performances.
• Bradley Pavilion Venue Rental Rental of the elegant Bradley Pavilion with floor-to-ceiling glass overlooking Milwaukee Riverwalk, accommodating up to 700 reception guests and 500 banquet/wedding guests.
• Fitch Memorial Garden Venue Rental Rental of the outdoor Fitch Memorial Garden urban garden with fountain, suitable for seasonal weddings, receptions, and social gatherings (ceremony capacity 230, reception capacity 150).
• Anello Atrium / Magin Lounge Venue Rental Rental of the Anello Atrium / Magin Lounge with high ceilings and glass-walled city views adjacent to Uihlein Hall, accommodating up to 250 seated guests for corporate events, weddings, and pre/post-show gatherings.
• Studio 4A Venue Rental Rental of the Studio 4A rehearsal room with large windows and flexible setup accommodating up to 130 guests, equipped with piano and music stands.
• Broadway BASH Gala Annual fundraiser featuring Broadway performances, dinner, cocktail reception, awards, auctions, and a post-party, with Full Gala Package ($300) and Performance Only ($125) ticket tiers supporting MPAC's education and community programs.
• Broadway Bridges Milwaukee Educational arts program partnering with the Broadway League to provide high school students with complimentary tickets to Equity Broadway productions, masterclasses with cast members, and post-show Q&A sessions; MPAC is one of only 24 venues nationwide selected for the Broadway Bridges program.
• Broadway Season Subscriptions Annual subscription packages available in 5-, 6-, and 7-show tiers with tiered seating-based pricing across sections A/B through K/L, automatic renewal, payment plans, exchange privileges, and Center Stage Circle/Premium upgrade options.
• Group Ticket Sales (10+ patrons) Group sales program for parties of 10 or more offering 20%+ discounts, early ticket access before public sales, concierge service, and corporate or full performance buyout options managed by the Group Sales Director.

Quantifiable outcome

• Over 10,000 youth served annually through educational programming
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

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

• Element Everest-BlankscoreStrategic or Co-development Partner · 29 October 2025Amplifier in Residence partnership. Launches #MarcusCentersYou campaign to highlight diverse performances while centering audience stories and community connection.
• Oak View GroupcoreStrategic or Co-development Partner · 16 September 2025Exclusive hospitality provider partnership starting September 30. Oak View Group provides culinary program bringing local flavors and faster service to MPAC audiences. OVG Hospitality's Fine Catering handles on-site catering for group events.
• Johnson Financial GroupflagshipGTM or Marketing Partner · 11 March 2025Multi-year title sponsorship extension for Broadway at the Marcus Center series, extended through the 2027/28 season. Jim Popp, President and CEO of Johnson Financial Group, stated partnership is about helping communities thrive and making performing arts accessible across the region.
• Broadway LeaguecoreStrategic or Co-development Partner · 15 October 2024Partnership for Broadway Bridges program - MPAC is one of only 24 venues nationwide selected. Program provides high school students intensive Broadway experiences including masterclasses taught by cast members, complimentary tickets, and post-show Q&A sessions.
• Dance Theatre of HarlemcoreStrategic or Co-development Partner · 8 February 2024Multi-day residency presented as part of Culture Collective and 2023/24 MPAC Presents Dance Series. Included educational workshops, student matinee for over 2,000 area youth, and public performance with post-show talkback. Supported by New England Foundation for the Arts.
• Make-A-Wish WisconsincoreStrategic or Co-development Partner · 8 September 2023Partnership to grant wishes through live performing arts. Make-A-Wish Wisconsin celebrated 40 years and 8,000th wish granted. Honored with Community Legacy Award at 19th Annual BASH.
• Step Afrika!coreStrategic or Co-development Partner · 12 January 2023Three-day residency featuring community workshops, Roll Call showcase with Divine 9 Greek organizations, student matinee for over 2,000 youth, and public performance. Step Afrika! is the first professional dance company dedicated to the tradition of stepping.
• Donald DriverflagshipStrategic or Co-development Partner · 14 April 2021Cultural Ambassador partnership extended through 2030. First named Cultural Ambassador in 2021, Driver has advanced MPAC's mission to make performing arts accessible, inclusive, and connected to the community. Collaborations include Artists Unscripted series, Step Afrika! residency, co-commission of Dream, Quickie! Dream! with First Stage, and artist conversations.
• Broadway Across AmericaflagshipChannel Partner/ Reseller/ DistributorPartnership with Broadway Across America to present Broadway touring productions. Part of John Gore Organization family including Broadway.com, BroadwayBox.com, and Group Sales Box Office. Led by 25-time Tony Award winner John Gore, BAA pioneered Broadway subscription touring model.
• Milwaukee Downtown BID #21coreStrategic or Co-development PartnerPartnership for Rainbow Summer free outdoor performances series. Milwaukee Downtown co-sponsors public art installations and free community events featuring live music, food trucks, and activities at MPAC Outdoor Grounds.
• First StagecoreStrategic or Co-development PartnerCo-commissioned Dream, Quickie! Dream! with MPAC and Cultural Ambassador Donald Driver, based on Driver's popular children's book series.
• Saint Kate - The Arts HotelminorStrategic or Co-development PartnerOfficial Hotel of Milwaukee Theater District, offering artfully stylish experience. Featured dining partner with The Studio Kitchen & Cocktails and Proof Pizza restaurant on-site.
• Milwaukee Public SchoolscoreStrategic or Co-development PartnerPartner in Dr. Martin Luther King Jr. Birthday Celebration with student art, speech, and writing contests. Students receive access to special pricing for Title 1 schools.
• Milwaukee Journal SentinelminorStrategic or Co-development PartnerMedia partner for 42nd Annual Dr. Martin Luther King Jr. Birthday Celebration and student contest program.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/marcuscenter
• Facebookfacebook.com/MarcusPerformingArtsCenter
• LinkedInlinkedin.com/company/marcus-center-for-the-performing-arts

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Marcus Center for Performing Arts