The Palace Theatre

What The Palace Theatre does

The Palace Theatre is a non-profit 501(c)(3) performing arts organization headquartered at 80 Hanover Street in Manchester, New Hampshire. Founded in 1914 by Greek immigrant Victor Charas and opened on April 9, 1915, it is the sole surviving venue from Manchester's historic "Great White Way" era and is described as the only first-class, fireproof, air-conditioned theatre in New Hampshire at the time of opening. The organization operates five distinct venues in Manchester: the 834-seat Palace Theatre, the 300-seat Rex Theatre (opened October 30, 2019, through a private-public partnership with Manchester Development Corporation), Forever Emma Studios (youth facility opened 2018 at a renovated former church), The Spotlight Room (adjacent events space), and the Singer Center for the Arts. Programming spans professional main stage productions, touring acts, concerts, comedy, youth and teen theatre, senior performance (Silver Stars, 55+), and community events, serving the Manchester and southern New Hampshire region.

The business model is a diversified non-profit revenue mix centered on ticketed live performance, with a Salesforce-based online ticketing system supplemented by phone and in-person box office sales. Ancillary revenue streams include a five-tier membership program ranging from Lead ($100–$249) to Benefactor ($4,000+) with annual recurring billing, tax-deductible donations (including employer matching, donor-advised funds, and stock gifts), planned giving with named scholarship ($25K minimum) and endowment ($50K minimum) options, corporate sponsorships (LED wall logo placement, playbill advertising, complimentary tickets), youth program production fees (e.g., $150 PYT fee), summer camps, Palace Academy classes, venue rentals (Singer Center, Spotlight Room, Rex, Forever Emma), and a company store selling branded merchandise and gift cards. Pricing is dynamic based on availability and demand, with group rates and student rush tickets available for the St. Mary's Bank Performing Arts Series. Underlying technology is traditional theatrical infrastructure (stage, lighting, sound) plus Salesforce-based commerce and CRM; no proprietary technology platform or AI capability is disclosed.

The organization is led by President/CEO Peter E. Ramsey and CFO Paul Ramsey, with a Board of Trustees chaired by David Eby, and an operational team of approximately 11–50 employees spanning artistic direction, technical production, sales, marketing, patron engagement, operations, and facilities. The customer base is segmented across general theatre patrons, youth/teen participants (Palace Youth Theatre operates as the largest and fastest-growing youth theatre program in New Hampshire, with grades 2–12 participation across mainstage productions, Palace Teen Company, Palace Teen Apprentice Company, summer camps, and Palace Academy), community donors and members, corporate/event clients, and senior performers. Marketing channels include email club, five social platforms (Facebook, Instagram, X, TikTok, YouTube), SMS, website content, community events (NH Irish Festival, Manchester Citywide Arts & Kids Festival, Garden Tour), and partnerships with local restaurants and hotels.

Name

The Palace Theatre

Legal name

Palace Theatre Trust

Website

https://palacetheatre.org

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

11–50 employees

Short description

The Palace Theatre is a non-profit performing arts organization operating five venues in Manchester, NH, including an 834-seat historic theatre and a 300-seat venue. It serves the southern New Hampshire community with professional productions, the state's largest youth theatre program, concerts, and private event rentals.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Theater Companies and Dinner Theaters (71111), Historical Sites (71212)

SIC

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

akta.pro primary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

akta.pro secondary industries

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Children’s & Youth Theatre (MPAGABAE), Specialty & Entertainment Venue Property Management (BPAJAGAO)

Keywords

• Live performing arts
• Youth theatre programs
• Concert and comedy events
• Venue rental services
• Community arts education

Headquarters

HQ city

Manchester

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for main stage theatre performances, youth theatre productions, concerts, and special events at multiple venues (Palace Theatre 834 seats, Rex Theatre 300 seats, and other spaces). Dynamic pricing applies with prices subject to change based on availability and demand.
2. Membership Programs: Multi-tiered membership program offering benefits including advance notice, exclusive access, discounts, and behind-the-scenes experiences. Membership levels range from Lead ($100-$249) through Benefactor ($4,000+) with escalating perks including complimentary tickets, drink vouchers, and private events.
3. Donations and Fundraising: Community-supported 501(c)(3) nonprofit relying on tax-deductible donations from individuals. Accepts employer matching gifts, donor-advised fund gifts, and gifts made in honor or memory of loved ones. Also accepts stock gifts.
4. Corporate Sponsorships: Corporate sponsorship packages include logo placement on LED wall, season-long advertising in playbills, promotional materials, and complimentary tickets. Sponsorship opportunities tied to Performing Arts Series performances, youth theatre, and fundraising events.
5. Youth Theatre Programs: Production fees required for Palace Youth Theatre shows to offset costs of script/score rentals, costumes, and props. Additional revenue from summer camps, teen company programs, and Palace Academy classes.
6. Planned Giving: Legacy giving program accepting bequests, retirement asset designations, life insurance policies, charitable remainder trusts, and charitable lead trusts. Includes named scholarship fund creation (minimum $25,000) and named endowment fund creation (minimum $50,000).
7. Venue Rentals and Merchandise: Event space rentals for corporate events, meetings, celebrations, and parties. Revenue from company store merchandise and gift cards. The Singer Center, Spotlight Room, and Rex Theatre available for private event bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

The Palace Theatre is a historic non-profit performing arts venue in Manchester, New Hampshire, founded in 1914. It operates multiple venues including the Palace Theatre, Rex Theatre, Forever Emma Studios, The Spotlight Room, and Singer Center for the Arts, producing and hosting professional theatre productions, concerts, comedy shows, youth theatre programs, and community arts events.

Product overview

The Palace Theatre is a non-profit performing arts organization operating multiple historic venues in Manchester, NH. The portfolio consists of five distinct venues: Palace Theatre (834-seat main theatre), Rex Theatre (300-seat versatile venue), Forever Emma Studios (youth theatre facility), The Spotlight Room (events space), and Singer Center for the Arts (event venue). Beyond venues, the organization offers comprehensive youth theatre programming through Palace Youth Theatre (PYT), which includes mainstage productions, Palace Academy (acting, dance, music, college prep instruction), and PYT Camp programs. Additional revenue and engagement programs include membership tiers, corporate sponsorships, planned giving options, and ticket purchasing services. The venues host professional company productions, touring acts, youth performances, and community events.

Differentiator

Problem solved

Functional benefit

Brands

• Palace Youth Theatre (PYT): Youth theatre program for students in grades 2-12, the largest and fastest-growing youth theatre program in New Hampshire
• Palace Teen Company (PTC)
• Palace Teen Apprentice Company (PTAC)
• Palace Academy
• Silver Stars
• St. Mary's Bank Performing Arts Series
• Manchester Citywide Arts & Kids Festival

Products and services

• Professional Theatre Productions
• Youth Theatre Programs
• Concert Events
• Comedy Shows
• Venue Rental Services
• Community Arts Events

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Local Restaurant PartnersminorGTM or Marketing PartnerPartnership with local Manchester area restaurants (110 Grill, 900 Degrees, BRAVO, Campo Enoteca, Copper Door, Cotton, Diz's Cafe, Firefly, Fratello's, IGNITE/Hooked, The Hill, Thirsty Moose) offering dining recommendations for theatre patrons. Cross-promotional relationship where restaurants may offer special menus or deals for showgoers.
• Local Hotel PartnersminorGTM or Marketing PartnerPartnership with nearby hotels (Hilton Garden Inn, DoubleTree Hotel, Hampton Inn, Tru by Hilton, Residence Inn) for visitor accommodation recommendations. Hotels provide lodging for out-of-town patrons attending performances.
• Manchester Development Corporation (MDC)coreStrategic or Co-development PartnerPrivate-public partnership formed October 2018 with shared goal of reviving the Rex Theatre and opening it as a theatre once again. MDC purchased the Rex Theatre building in 2016. Palace Theatre Trust entered partnership to operate the venue which opened October 30, 2019 as a 300-seat performance space.
• Garden Tour SponsorsminorGTM or Marketing PartnerAnnual Garden Tour event sponsors including Demers Garden Center, Eastern Bank, Jacques Flower Shop, New Hampshire Home magazine, and Manchester NH Garden Club. Sponsorships support the non-profit's community programming.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Others

• Nashville Children's Theatre:

Direct peers

• The Hanover Theatre and Conservatory for the Performing Arts: Worcester, MA-based historic non-profit performing arts venue operating a 2,300-seat theatre with similar multi-programming model including Broadway tours, concerts, comedy, and youth education. Highly comparable as a regional New England non-profit theatre with similar mission, programming mix, and donor-supported revenue model.
• Capitol Center for the Arts: Concord, NH-based non-profit performing arts venue presenting concerts, Broadway series, and community programming. Direct regional peer operating in the same New Hampshire market with comparable ticket-sales-plus-donations revenue model.
• Seacoast Repertory Theatre: Portsmouth, NH-based professional non-profit theatre producing mainstage productions, youth programs, and community events. Comparable as another New Hampshire-based non-profit theatre serving a similar regional market with youth education programming.
• Merrimack Repertory Theatre: Lowell, MA-based non-profit professional theatre company producing mainstage productions and educational programming. Comparable regional New England non-profit theatre with similar mission and ticket-plus-donation revenue mix.
• Ogunquit Playhouse: Historic Maine-based non-profit professional theatre producing a summer Broadway-style season plus year-round programming. Comparable as a regional New England non-profit historic theatre with professional productions and educational outreach.
• Lexington Children's Theatre: Kentucky-based non-profit children's/youth theatre producing mainstage shows, classes, and outreach programs. Directly comparable in mission to the Palace's youth theatre division, focused on youth theatrical education and family programming.

Broad incumbents

• Boch Center (Wang Theatre & Shubert Theatre): Boston-based non-profit operating historic Wang Theatre and Shubert Theatre with similar Broadway/concert/comedy programming. A broader incumbent in the New England historic performing arts space, but with much larger scale and metropolitan market reach.

Regional players

• Nashua Center for the Arts: New Hampshire-based performing arts venue serving the greater Nashua/Southern NH market. Operates in the same state but different geographic submarket than the Palace, providing some audience overlap and competitive pressure on regional patrons.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PalaceTheatreNH
• YouTubeyoutube.com/user/PalaceTheatre1915
• Facebookfacebook.com/PalaceTheatreManchester
• Instagraminstagram.com/palacetheatrenh
• TikToktiktok.com/@palacetheatrenh
• LinkedInlinkedin.com/company/thepalacetheatrenh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Palace Theatre