Revels

What Revels does

Revels, Inc. is a Massachusetts-incorporated nonprofit performing arts organization founded in 1971 and headquartered in Cambridge, with an operational base in Harvard Square. It produces musical and theatrical events and educational programs that celebrate cultural and seasonal traditions from around the world, serving multi-generational audiences across the Boston area and a remote digital audience via YouTube streaming. Its product portfolio centers on the flagship annual Midwinter Revels (15 performances at Sanders Theatre), Revels RiverSing (outdoor community sing), Revels FRINGE (intimate concert series at Club Passim), and the immersive Secret Byrd production at Cathedral Church of St. Paul, supplemented by in-school and school enrichment education programs. Sub-brands include Midwinter Revels, Revels RiverSing, Revels FRINGE, Revels Singers, and the Brian O'Donovan Legacy Series.

Revels employs 11-50 staff and operates through a community-led, event-driven go-to-market model in which volunteer chorus members (auditioned Adult and Children's Choruses) and educational partners co-produce programming with professional artistic leadership. Current Artistic Director Jeffrey Binder (appointed October 2025) leads alongside Music Director Elijah Botkin (appointed December 2021) and Associate Artistic Director Debra Wise (appointed April 2023), following the passing of four-decade Music Director George Emlen in 2026.

Revenue is generated through a diversified nonprofit mix: ticket sales for live performances (general admission $70-$90; Card to Culture accessibility pricing $10 for EBT/WIC cardholders via Mass Cultural Council partnership), individual donations through a Salesforce-hosted portal, corporate sponsorships and program-book advertising (15,000+ patron reach), and merchandise/recordings through an online shop. No proprietary technology platforms, AI/ML capabilities, mobile apps, or APIs are disclosed; the organization relies on standard web and video infrastructure.

Name

Revels

Legal name

Revels, Inc.

Website

https://revels.org

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Revels is a Cambridge, Massachusetts-based nonprofit performing arts organization, founded in 1971, that produces multi-generational musical and theatrical events celebrating cultural and seasonal traditions, including Midwinter Revels, RiverSing, FRINGE, and Secret Byrd, serving Boston-area audiences and remote viewers via digital streaming.

Ownership category

akta.pro rank

Product category

Performing Arts and Cultural Programming

NAICS

Performing Arts Companies (7111), Musical Groups and Artists (711130), Musical Groups and Artists (71113), Other Performing Arts Companies (711190)

akta.pro primary industry

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)

akta.pro secondary industries

Cultural & Heritage Entertainment Booking (Traditional/Folk Acts) (HSACAHAG), Food, Drink & Culinary Community Festivals (Community-Led) (MPAGAEAF)

Keywords

• Live performing arts
• Cultural celebrations
• Community chorus
• Music education
• Seasonal traditions

Headquarters

HQ city

Watertown

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, Supply Chain

Revenue model

1. Ticket Sales: Public performances including Midwinter Revels (15+ shows annually), Secret Byrd, RiverSing, and FRINGE concerts generate revenue through ticket purchases. General admission ranges from $70-90 per ticket with accessibility discounts available.
2. Donations and Fundraising: Individual donations are solicited through the website with a dedicated donation portal. The organization relies on charitable contributions as a core revenue stream for a non-profit arts organization.
3. Sponsorships and Advertising: Corporate sponsorships in Midwinter Revels and RiverSing program books. The program book reaches over 15,000 patrons annually, offering advertising space to sponsors.
4. Merchandise and Shop: Online shop selling products including recordings, merchandise, and featured products.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Revels is a nonprofit performing arts organization that produces annual multi-generational musical and theatrical productions (Midwinter Revels, RiverSing, FRINGE, Secret Byrd, Chantey Sing) celebrating cultural and seasonal traditions from around the world. It also delivers in-school music and cultural enrichment programs and maintains a multi-generational volunteer chorus community for residents of the Boston/Cambridge region.

Product overview

Revels is a performing arts organization offering a portfolio of live performance products and educational programs centered on celebrating cultural and seasonal traditions through music and theater. The core products include large-scale productions (Midwinter Revels at Sanders Theatre, RiverSing outdoor events) and intimate performance series (Revels FRINGE at Club Passim, Chantey Sings). Educational offerings include in-school programs and school enrichment initiatives. The organization also produces immersive theatrical experiences like Secret Byrd. All offerings encourage multi-generational community participation with family-friendly programming throughout the Boston area.

Differentiator

Problem solved

Functional benefit

Brands

• Midwinter Revels: Annual winter solstice celebration featuring multi-generational chorus performances, typically held at Harvard Square's Sanders Theatre
• Revels RiverSing
• Revels FRINGE
• Revels Singers
• Brian O'Donovan Legacy Series

Products and services

• Midwinter Revels Annual multi-generational musical and theatrical production held at Harvard Square's Sanders Theatre, featuring 15 performances celebrating cultural and seasonal traditions from around the world. Targeted at families, community members, and general audiences.
• Revels RiverSing Large-scale outdoor community sing event bringing together people of all ages for communal singing celebrations around rivers and seasonal themes. Targeted at general audiences and families in the Boston area.
• Revels FRINGE at Club Passim Eclectic concert series held in partnership with Club Passim featuring intimate performances by genre-bending musicians. Targeted at adult audiences seeking diverse and innovative musical programming.
• Secret Byrd Immersive musical theatrical concert experience celebrating William Byrd's 400-year legacy through candlelit performances at historic cathedrals. Features The Gesualdo Six and Abendmusik ensemble. Targeted at audiences interested in early music and immersive theatrical experiences.
• Brian O'Donovan Legacy Series: Revels Chantey Sing Sea music tradition event featuring David Coffin leading traditional chantey singing performances. Targeted at audiences interested in maritime music heritage and communal singing.
• In-School Programs Educational programs delivered directly in schools, bringing cultural music and performance education to K-12 students. Targeted at schools seeking arts enrichment and cultural diversity programming.
• Revels School Enrichment Programs Featured educational outreach programs celebrating diverse cultural traditions through music, dance, stories, and theater. Targeted at K-12 schools, teachers, and educational institutions seeking curriculum-aligned cultural enrichment.
• Watch Now (Online Streaming Content) Streaming and on-demand access to Revels performances, recordings, and musical content including videos from The Gesualdo Six. Targeted at remote audiences and patrons wishing to revisit past performances.
• Revels Singers Multi-generational volunteer chorus providing community participation opportunities in Revels performances through auditions. Targeted at adults and children seeking active participation in performing arts.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Mass Cultural CouncilcoreGTM or Marketing PartnerState arts agency partnership for Card to Culture accessibility program, allowing EBT and WIC cardholders to purchase tickets at $10 each. This is the most comprehensive effort of its kind in the nation to open doors to arts and culture experiences for low-income families.
• Mass Department of Transitional AssistancecoreGTM or Marketing PartnerGovernment partnership for Card to Culture accessibility program enabling discounted tickets for benefit recipients.
• Club PassimcoreStrategic or Co-development PartnerLong-standing venue partnership for Revels FRINGE series featuring eclectic and engaging concerts of genre-bending musicians. Partnership brings intimate performances to Cambridge's historic folk music venue.
• Concert Theatre WorkscoreStrategic or Co-development PartnerProduction partner for Secret Byrd immersive musical theatrical experience. Created and directed by Bill Barclay, produced by Concert Theatre Works, featuring The Gesualdo Six and Abendmusik.
• Perkins School for the BlindminorStrategic or Co-development PartnerEducational partnership for Celebration of Spring program, bringing inclusive music experiences to students.
• Cathedral Church of St. PaulcoreStrategic or Co-development PartnerBoston venue partnership for Secret Byrd performances, providing the historic cathedral setting for immersive performances.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Celebrity Series of Boston: Boston-based performing arts presenter that brings music, dance, and theatrical performances to local audiences, mirroring Revels' presenting model and reliance on ticket sales, donations, and community engagement.
• Handel and Haydn Society: Long-standing Boston choral and orchestral organization that performs historically informed music, shares Revels' nonprofit model, community chorus tradition, and Boston cultural footprint.
• Boston Lyric Opera: Boston-based producing performing arts nonprofit that stages seasonal productions on a similar subscription/ticket and donor-funded model, sharing target audience and venue economics with Revels.
• American Repertory Theater: Cambridge-based producing theater that, like Revels, is headquartered in Harvard Square, programs multi-format productions, and combines ticket revenue with educational programming and donor support.
• Boston Early Music Festival: Boston-area nonprofit presenting historically informed and early-music performances, overlapping directly with Revels' repertoire interests (e.g., William Byrd) and nonprofit operating model.
• Cal Performances: University-affiliated presenting organization that stages music, dance, and theater alongside K-12 and community educational programming — directly comparable to Revels' presenting-plus-education model.
• Smithsonian Center for Folklife and Cultural Heritage: Cultural-heritage nonprofit that produces festivals and programming celebrating traditional music and seasonal rituals worldwide, mirroring Revels' mission and participatory community model.

Broad incumbents

• Boston Symphony Orchestra: Larger, established Boston performing arts institution that competes for the same donor, subscriber, and audience pool as Revels but operates at a substantially greater scale and programming breadth.
• Carnegie Hall: Iconic presenting institution with broad musical programming, educational outreach, and national donor base — a scaled analogue of Revels' presenting-plus-education mission.

Regional players

• Old Sturbridge Village: New England-based cultural-heritage nonprofit that presents historical seasonal celebrations and educational programming to multi-generational audiences, comparable in mission and regional concentration to Revels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/therevels
• YouTubeyoutube.com/channel/UCOdRmj8lnzSCVOBfgYXhnug
• LinkedInlinkedin.com/company/revels-inc
• Facebookfacebook.com/therevels
• Instagraminstagram.com/revelsinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Revels