What Shakespeare's Globe does

Shakespeare's Globe is a registered charity (No. 266916) and internationally recognised performing arts facility, cultural attraction, and education centre operating from a single site on Bankside, London (21 New Globe Walk, SE1 9DT). The organisation, run by The Shakespeare Globe Trust with a US supporting entity (Shakespeare Globe Centre (USA) Inc., a Section 501(c)(3)) and a UK trading subsidiary (Shakespeare Globe Trading Limited), operates two theatres: the Globe Theatre, an open-air reconstruction of the 1599 playhouse with a thatched roof, and the Sam Wanamaker Playhouse, an indoor candlelit Jacobean-style theatre. Founded on the vision of Sam Wanamaker and opened in 1997, it delivers a year-round programme of Shakespearean and contemporary productions, three tour products (Globe Theatre Guided Tour, Shakespeare's Walking Tour, Heaven to Hell Tour), and educational programming including Lively Action workshops, Summer Schools, GCSE/A-Level study days, and dedicated support for primary, secondary, international, and higher education audiences.

The technology layer comprises two proprietary digital platforms: Globe Player, a video-on-demand service offering over 50 filmed productions at £59.99/year or £9.99 per title, and Teach Shakespeare, an online teaching platform with resources and lesson plans for educators. The business model is multi-stream and hybrid: direct-to-consumer transaction revenue from ticket sales, tours, retail (on-site shop and shop.shakespearesglobe.com), and venue hire (including Swan Bar & Restaurant); recurring subscription revenue from memberships (from £5/month with a 12-month minimum) and Globe Player; and donations from individuals, trusts, foundations, corporates, and US patrons via Shakespeare's Globe USA. Distribution combines phone/online box office, a dedicated group bookings team, direct school outreach, and globally accessible streaming. The organisation holds 251–500 staff and was awarded Best Venue for English Learning at the School Travel Awards in both 2024 and 2025 and Best Guided Tour at the London For Groups Awards 2024.

Name

Shakespeare's Globe

Legal name

The Shakespeare Globe Trust

Website

https://shakespearesglobe.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

251–500 employees

Short description

Shakespeare's Globe is a London-based registered charity operating a reconstructed 1599 open-air theatre and the candlelit Sam Wanamaker Playhouse, serving theatre-goers, tourists, UK and international schools, and higher education through live performances, guided tours, education workshops, and the Globe Player streaming platform.

Ownership category

akta.pro rank

Product category

Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Museums, Historical Sites, and Similar Institutions (7121), Museums, Historical Sites, and Similar Institutions (712)

SIC

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

akta.pro primary industry

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

akta.pro secondary industries

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Theater, Musicals & Performing Arts (THAJAFAB)

Keywords

• Live theatre performances
• Guided cultural tours
• Educational workshops
• Video-on-demand streaming
• Venue hire services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

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. Performance and tour ticket sales: Primary revenue stream from sale of tickets to live performances in the Globe Theatre and Sam Wanamaker Playhouse, as well as guided tours of the Globe Theatre and walking tours of Bankside.
2. Membership subscriptions: Monthly and annual membership programs (Friend, Best Friend) offering priority booking, no booking fees, members-only events, and discounts at Swan Bar & Restaurant. Monthly memberships auto-renew with a 12-month minimum term.
3. Donations and charitable giving: Philanthropic donations from individuals, trusts, foundations, and corporates, including a US-based giving program (Shakespeare's Globe USA). The organization is a registered charity (No. 266916) and receives support through the Culture Recovery Fund from Arts Council England.
4. On-site and online retail (shop): Sale of merchandise including guidebooks, gifts, and branded items through the on-site shop at the Globe and the online shop (shop.shakespearesglobe.com).
5. Commercial venue hire and corporate events: Private hire of the Globe's venues and spaces for corporate events, celebrations, and special occasions, as well as the Swan Bar & Restaurant dining services.
6. Education programs and workshops: Revenue from Lively Action workshops for schools (both on-site and in-school), Summer Schools, GCSE and A-Level study days, and other educational programming for primary schools, secondary schools, international schools, and higher education.
7. Globe Player subscriptions: Annual subscription to Globe Player video-on-demand platform at £59.99 per year, or individual title purchase at £9.99 per title. Teach Shakespeare provides educational platform access.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels13 records

Core offering

Shakespeare's Globe operates a reconstructed historic theatre complex on Bankside, London, producing live Shakespearean and new plays across the open-air Globe Theatre and the candlelit Sam Wanamaker Playhouse. Its core commercial offerings comprise performance ticket sales, guided and walking tours, school and higher-education workshops, the Globe Player streaming subscription service, paid membership, on-site retail and dining, and corporate venue hire, supported by philanthropic donations to the registered charity.

Product overview

Shakespeare's Globe is a world-renowned theatre, education centre and cultural landmark located on Bankside, London. The organization operates a platform of interconnected cultural and educational products centred around two iconic theatres: the open-air Globe Theatre (summer performances) and the candlelit Sam Wanamaker Playhouse (indoor/intimate performances). The product portfolio includes live theatre productions with seasonal programming, guided tour experiences (Globe Theatre Guided Tour, Shakespeare's Walking Tour, Heaven to Hell Tour), digital access via Globe Player (video-on-demand subscription service with 50+ productions), and educational offerings through Teach Shakespeare platform and Lively Action workshops for schools. Additional services include membership subscriptions, venue hire, Swan Bar & Restaurant dining, the Globe Shop, and the Climate Playwriting Prize initiative. The organization is an unsubsidised theatre operated by The Shakespeare Globe Trust (registered charity No. 266916).

Differentiator

Problem solved

Functional benefit

Products and services

• Globe Theatre An open-air theatre designed in the style of the original Globe Theatre where many of Shakespeare's plays were first performed. Hosts live performances during the summer season for theatre-goers and tourists.
• Sam Wanamaker Playhouse An indoor, candlelit theatre designed in the style of Jacobean indoor playhouses where many of Shakespeare's later plays were performed. Hosts intimate performances year-round.
• Globe Theatre Guided Tour A guided tour experience that brings to life 400 years of history and transports visitors back to Shakespeare's London with a guided exploration of the Globe Theatre. Available to the general public and groups.
• Shakespeare's Walking Tour A walking tour of Bankside, London's original theatre district, bringing 400 years of history to life.
• Heaven to Hell Tour A backstage tour guided by an experienced production team member, allowing access to view the thatched roof, walk the stage, and explore the Globe's hidden depths.
• Globe Player A video-on-demand streaming platform offering access to over 50 filmed Globe productions for global audiences. Annual subscription £59.99 or individual titles at £9.99.
• Teach Shakespeare An online teaching platform providing educational resources for teaching Shakespeare, accessible to teachers and students globally.
• Lively Action Workshops Interactive drama workshops for Key Stages 3-5 that combine a 30-minute guided tour of the Globe Theatre with a 60-minute practical workshop on Shakespeare plays. Available on-site at the Globe or in-school across mainland UK.
• Group Guided Tours Discounted guided tours for groups of up to 45 people, with optional add-ons for performances, food and drink at Swan Bar & Restaurant, and special occasion arrangements.
• Swan Bar & Restaurant On-site dining venue with views of St Paul's Cathedral and the River Thames, offering afternoon tea experiences and private dining spaces for group bookings.
• Membership Annual membership programme (Friend and Best Friend) offering priority booking, members-only events, no booking fees, and discounts at Swan Bar & Restaurant. Starting from £5 per month.
• Climate Playwriting Prize 2026 A playwriting competition supporting new plays about the climate crisis. Winner receives £15,000 cash prize, dramaturgical support, industry exposure, and option for Globe production.
• Globe Shop On-site and online retail store selling Shakespeare-themed merchandise, guidebooks, and souvenirs.
• Summer Schools Intensive theatre programmes for young people during summer, offering practical drama training and Shakespeare education.
• MakeBeth An interactive retelling of Shakespeare's Macbeth using recycled cardboard magic, designed for families and young audiences aged 7+. Performed at Bankside.
• The Animals Come to the Table World premiere of a bold new play by Timberlake Wertenbaker, written specifically for the candlelit Sam Wanamaker Playhouse.

Quantifiable outcome

• Over 50 filmed productions available on Globe Player streaming platform
• +2 more outcomes

Segments8 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

Twelve partnerships are on record, tiered core and minor.

• Fern CulturecoreStrategic or Co-development Partner · 1 January 2026Fern Culture is a co-development partner for the Climate Playwriting Prize 2026, providing dramaturgical support on the development of winning plays to rehearsal draft alongside specialists at the Globe and Climate Spring. Fern Culture's expertise supports playwrights in developing climate-focused theatre work.
• Chichester Festival TheatreminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026. Chichester Festival Theatre is one of several regional UK theatres forming the associate partner panel that will assist in reading and selecting shortlisted plays for the Climate Playwriting Prize 2026.
• Exeter Northcott TheatreminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026, hosting Climate Storytelling workshops for playwrights on 6 July 2026. Part of the associate partner panel for reading and shortlisting plays.
• Leeds PlayhouseminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026. Part of the associate partner panel of regional UK theatres that will assist in reading and selecting shortlisted plays for the prize.
• LyricminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026. Part of the associate partner panel of regional UK theatres for the prize.
• MercuryminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026. Part of the associate partner panel of regional UK theatres for the prize.
• New EarthminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026. Part of the associate partner panel of regional UK theatres for the prize.
• PentabusminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026. Part of the associate partner panel of regional UK theatres for the prize.
• tiata fahodziminorStrategic or Co-development Partner · 1 January 2026Associate partner of the Climate Playwriting Prize 2026. Part of the associate partner panel of regional UK theatres for the prize.
• Swan Bar & RestaurantcoreStrategic or Co-development PartnerSwan Bar & Restaurant is the on-site dining partner at Shakespeare's Globe, operated by an external restaurant partner. It provides pre-theatre dining, afternoon tea, group dining, and private hire, with spaces overlooking St Paul's Cathedral and the River Thames. Dining packages are fulfilled through this partnership, with customer contact details shared for booking purposes.
• Playing Shakespeare with Deutsche BankminorStrategic or Co-development PartnerLong-standing partnership program for secondary schools delivering Shakespeare education. Deutsche Bank provides sponsorship enabling heavily subsidised or free access to Globe education programs for schools.
• Prospect Global Ltd (Sopro)minorImplementation/ SI/ Consulting PartnerSopro (Prospect Global Ltd, Reg. UK Co. 09648733) is a marketing service provider used by Shakespeare's Globe for marketing and promotional activities. Sopro is registered with the ICO (ZA346877) and handles data processing in line with UK GDPR.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National Theatre: Major London publicly-funded producing theatre with extensive education, tours, and digital streaming (National Theatre at Home); overlaps with the Globe in live theatre, education, and digital content distribution.
• Barbican Centre: Large multi-arts London venue with theatre, concerts, cinema, and exhibitions, plus substantial learning and international ticketed programming; comparable as a London cultural-attraction operator.

Direct peers

• Royal Shakespeare Company: The UK's other flagship Shakespeare institution, producing and touring Shakespeare productions with strong education and digital programmes; the most direct comparable in mission, repertoire, and audience profile.
• Old Vic Theatre: Historic London producing theatre offering a curated play-based season plus extensive education and community programmes; closely comparable operating model to the Globe's Sam Wanamaker Playhouse programming.
• Young Vic: London producing theatre known for bold programming, affordable ticket pricing, and engagement with new audiences; shares the Globe's producing theatre and access-focused ethos.
• Chichester Festival Theatre: Major UK producing theatre with a summer festival model and active education/community work; already a Globe associate partner on the Climate Playwriting Prize, making it a directly comparable peer.
• Almeida Theatre: London producing theatre with a strong reputation for classical and new work runs; comparable in scale, producing model, and audience demographic to the Globe's indoor programme.
• English Touring Theatre: UK touring theatre producing Shakespeare and classic work for regional and education audiences; comparable to the Globe's touring and schools workshop activity.
• Donmar Warehouse: London producing theatre with a focus on intimate, high-quality drama and a notable digital/on-demand offering; comparable in producing model and digital extension strategy.

Regional players

• Tate Modern: Major London cultural attraction operating exhibitions, education, retail, and membership programmes; comparable as a London cultural-tourism operator with membership and education verticals, though focused on visual art rather than live performance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCwN-jwNNNQN-8sfKG-qg8uA
• Facebookfacebook.com/ShakespearesGlobe
• Instagraminstagram.com/the_globe
• Xx.com/The_Globe

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Shakespeare's Globe