Lamb's Players Theatre
Lamb's Players Theatre is a 501(c)(3) non-profit professional theatre founded in 1971 that produces year-round musicals, dramas, comedies, and new works at its resident venue in Coronado's Spreckels Building, serving San Diego County audiences and schools.
- Company typePrivate
- Founded1971
- HeadquartersCoronado, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Lamb's Players Theatre does
Lamb's Players Theatre is a 501(c)(3) non-profit professional theatre company founded in 1971 and based in Coronado, California, where it operates a single resident venue in the restored 1917 Spreckels Building. The company produces a year-round season of musicals, dramas, comedies, and new works at an intimate thrust-stage auditorium configured with European amphitheater-style seating such that no seat is more than seven rows from the stage. The core product is live theatrical performance complemented by The Road Crew, a touring educational outreach program that brings anti-bullying and conflict-resolution programming to schools across San Diego County.
The company's revenue model blends earned and contributed income. Ticket prices are tiered from $28 to $118 across section and performance-type, with discounts for seniors, veterans, youth, active-duty military, groups of 10+, and the <35 Club young-adult membership. Ancillary monetization includes gift cards ($50/$100/$200/custom), a Season Membership subscription offering up to 50% savings, group sales, and a multi-tiered donation program (Annual Fund from $75 to $25,000+, a 1997-established Endowment Trust, Legacy Circle planned giving, and the Next Act Transition campaign). Ticketing and box-office operations run on the Spektrix platform, which the organization migrated to in June 2026.
Customer segments are diversified across general theatre audiences, young adults, seniors, families/youth, active-duty military, and educational institutions. Marketing is conducted through Facebook, YouTube, an email e-Club, the corporate website, TripAdvisor earned media, and cross-promotional partnerships with Coronado-area restaurants and boutique hotels. Leadership has been artist-led for over 40 years under Producing Artistic Director Robert Smyth, with a current board-chaired transition (Maria Zack, chair) and a Next Act Transition capital campaign underway.
Lamb's Players Theatre firmographics
Firmographics- Name
- Lamb's Players Theatre
- Legal name
- Lamb's Players Theatre
- Website
- https://lambsplayers.org
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lamb's Players Theatre is a 501(c)(3) non-profit professional theatre founded in 1971 that produces year-round musicals, dramas, comedies, and new works at its resident venue in Coronado's Spreckels Building, serving San Diego County audiences and schools.
- Ownership category
- akta.pro rank
Lamb's Players Theatre industry classification
Industry- Product category
- Live Theatre / Performing Arts
- NAICS
- Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)
- akta.pro primary industry
- Regional & Repertory Theatre Companies (MPAGABAB)
- akta.pro secondary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
Keywords
Where Lamb's Players Theatre is headquartered
LocationHeadquarters
- HQ city
- Coronado
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lamb's Players Theatre business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Ticket Sales: Primary revenue stream from ticket sales for theatrical productions. Ticket prices range from $28 to $118 depending on production, seating section, and day of week. The theatre employs tiered pricing with multiple sections (A, B, Prime) and offers various discounts.
- Donations and Fundraising: Not-for-profit 501(c)(3) organization that relies on donor support. Multiple giving programs including Annual Fund (Friends of Lamb's with tiers from $75 to $25,000+), Endowment Trust (established 1997), Legacy Circle (planned giving), and the 'Next Act Transition' campaign for leadership transition funding.
- Gift Cards: Sale of gift cards in denominations of $50, $100, $200, or custom amounts. Gift cards can be used toward tickets for any Lamb's production.
- Season Memberships: Season Membership program offering subscribers the best seats at the best price with savings up to 50% off, plus additional rewards and discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Evening performances (Wed-Sat): $48, $78, $98 |
| Unit Pricing | Pay-as-you-go | Weekend matinees (Sat & Sun 2pm): $68, $98, $118 |
| Unit Pricing | Pay-as-you-go | Senior (66+) & Veteran Discount: $8 off any ticket |
| Unit Pricing | Pay-as-you-go | Youth (5-17): Half price |
| Freemium | Pay-as-you-go | Young Adults (18-34) <35 Club: Half price |
| Unit Pricing | Pay-as-you-go | Active Duty Military: Half price |
| Unit Pricing | Pay-as-you-go | Groups of 10-19: $10 off each ticket |
| Unit Pricing | Pay-as-you-go | Groups of 20-39: $20 off each ticket (Section A & Prime only) |
| Unit Pricing | Pay-as-you-go | Groups of 40+: Half price |
| Unit Pricing | Pay-as-you-go | Free Ticket Fridays: Buy one adult ticket, get one youth/military/young adult ticket FREE |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Lamb's Players Theatre product offering
Product offeringCore offering
Lamb's Players Theatre produces and presents year-round professional theatrical productions — including musicals, dramas, comedies, and new-work premieres — at its resident theatre in the restored 1917 Spreckels Building in Coronado, California. It supplements mainstage productions with the touring Educational Outreach program 'The Road Crew', which performs educational shows addressing bullying, conflict resolution, and teamwork for schools across San Diego County. Revenue is generated primarily through ticket sales, season memberships, group sales, gift cards, and charitable donations supporting the non-profit 501(c)(3) organization.
Product overview
Lamb's Players Theatre operates as a single-venue professional theatre company offering live productions including musicals, dramas, and comedies year-round. The core offering consists of mainstage productions at their resident theatre in Coronado's Spreckels Building, complemented by the Educational Outreach program (The Road Crew) touring to schools. Additional services include Season Memberships, Group Tickets, the <35 Club young adult discount program, Gift Cards, and donation programs. The theatre recently transitioned to Spektrix ticketing software for online and phone sales.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Theatre Productions
Companies that use Lamb's Players Theatre
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles3 records
Lamb's Players Theatre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lamb's Players Theatre partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Coronado Dining PartnersminorMultiple Coronado restaurants within walking distance of the theatre that partner with Lamb's for cross-promotion. Patrons are directed to these establishments before or after shows, creating a destination theatre experience.
- Coronado Hotel PartnersminorBoutique hotel partners within walking distance of the theatre, some offering discounts to Lamb's patrons. Includes the 22 Lodge and other accommodations that cross-promote to their guests.
- TripAdvisorminorThird-party review platform where the theatre maintains a Certificate of Excellence listing, helping attract tourist and visitor audiences.
- SpektrixcoreTicketing software platform provider. Lamb's recently migrated to Spektrix from their previous ticketing system in June 2026, indicating a significant technology partnership for box office operations.
Scale indicators5 records
Recent moves10 records
Expansion highlights5 records
Lamb's Players Theatre competitors and assessment
Company assessmentDirect peers
- Cygnet Theatre: San Diego-based non-profit professional theatre presenting a mix of classics and new works. Comparable as another independent regional theatre company operating year-round productions in the same competitive set for subscribers and donors.
- La Jolla Playhouse: Major San Diego professional non-profit theatre known for developing new works and musicals. Directly comparable as a year-round producing theatre within the same regional competitive set, often credited with shaping San Diego's theatre ecosystem alongside Lamb's and the Old Globe.
- San Diego Repertory Theatre: Lyceum Theatre-based San Diego non-profit professional theatre with a year-round season of contemporary work. Comparable as another regional resident-theatre company competing for the same San Diego subscriber, donor, and group-sales customers.
- Old Globe Theatre: Largest professional non-profit theatre in San Diego (Balboa Park), producing a year-round season of musicals, classics, and new works. Directly comparable as a San Diego professional non-profit resident theatre serving overlapping audiences and competing for the same donor and patron base.
- North Coast Repertory Theatre: Solana Beach-based intimate professional non-profit theatre in San Diego County with a subscription season of plays and musicals. Comparable to Lamb's as a smaller-scale resident theatre in the same regional market emphasizing intimate staging.
Broad incumbents
- South Coast Repertory: Larger Orange County professional non-profit theatre with multiple stages and an extensive new-play development program. Comparable as a peer-institution LORT-style regional theatre in Southern California, but substantially larger in scale than Lamb's.
Others
- Horton Grand Theatre (historical operator): Gaslamp Quarter theatre previously managed by Lamb's from 2008-2017. Relevant adjacent venue context — Lamb's operated a second theatre here for nine years, illustrating the company's prior attempt to scale beyond Coronado before exiting.
Regional players
- Moonlight Stage Productions: Outdoor Broadway musical-producing non-profit in San Diego County (Vista). Comparable as a regional San Diego County professional theatre producing musicals, but operates in a different venue format (outdoor amphitheater) than Lamb's intimate indoor thrust stage.
Market position
Strengths6 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Lamb's Players Theatre social profiles
Digital presenceLamb's Players Theatre financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lamb's Players Theatre leadership team
Management profileNumber of profiles
Profiles10 records
Lamb's Players Theatre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lamb's Players Theatre M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lamb's Players Theatre
What does Lamb's Players Theatre do?
Lamb's Players Theatre produces and presents year-round professional theatrical productions — including musicals, dramas, comedies, and new-work premieres — at its resident theatre in the restored 1917 Spreckels Building in Coronado, California. It supplements mainstage productions with the touring Educational Outreach program 'The Road Crew', which performs educational shows addressing bullying, conflict resolution, and teamwork for schools across San Diego County. Revenue is generated primarily through ticket sales, season memberships, group sales, gift cards, and charitable donations supporting the non-profit 501(c)(3) organization.
Is Lamb's Players Theatre a public or private company?
Lamb's Players Theatre is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Lamb's Players Theatre founded?
Lamb's Players Theatre was founded in 1971. It employs 101 to 250 people.
Where is Lamb's Players Theatre based?
Lamb's Players Theatre is headquartered in Coronado, United States, in the North America region.
How does Lamb's Players Theatre make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are donations and Fundraising, gift Cards and season Memberships.
Who are Lamb's Players Theatre's main competitors?
Direct peers on record are Cygnet Theatre, La Jolla Playhouse, San Diego Repertory Theatre, Old Globe Theatre and North Coast Repertory Theatre. South Coast Repertory is listed as a broad incumbent. Horton Grand Theatre (historical operator) is listed as an others. Moonlight Stage Productions is listed as a regional player.
Does Lamb's Players Theatre have an API?
No public API is recorded for Lamb's Players Theatre.
What industry is Lamb's Players Theatre in?
Lamb's Players Theatre's product category is Live Theatre / Performing Arts. Its primary akta.pro industry code is MPAGABAB, Regional & Repertory Theatre Companies, with a secondary code of MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking). Its NAICS code is 71111.