The Mahaffey

What The Mahaffey does

The Mahaffey (formally Duke Energy Center for the Arts - Mahaffey Theater) is a 2,031-seat performing arts venue located at 400 First Street South in downtown St. Petersburg, Florida, overlooking Tampa Bay. Originally opened on May 6, 1965 as part of the Bayfront Center Complex, the venue underwent a $23 million renovation in 1987-1988 that added European-style box seating and a stage pit. The venue has been operated by Big 3 Entertainment, LLC under CEO Bill Edwards since September 2011, when management rights were granted and Live Nation touring content was added to the programming slate. The venue presents a diversified slate of national and international performances including Broadway productions, classical concerts (with The Florida Orchestra as resident group performing ~100 concerts annually), pop and rock concerts, comedy, dance, and family entertainment.

The business operates through six revenue streams: ticket sales distributed primarily through Ticketmaster's online marketplace plus venue box office and phone sales; theater and venue rentals for event presenters; private events and catering (operated in partnership with Sonata's) across multiple venue spaces including the Grand Ballroom, Atrium, and Terraced Portico; a membership program through Bill Edwards Foundation for the Arts providing presale access and perks; on-site parking at $10 per vehicle; and corporate sponsorships anchored by Duke Energy's 20-year naming rights deal. Customer segmentation spans general public event attendees (primary), groups of 15 or more (with up to 10% discount), schools and students via the Class Acts Educational Series (25,000+ Pinellas County students annually), and non-profits via the Community Awareness Program.

The venue has no proprietary technology platform; the operating model relies on conventional ticketing infrastructure (Ticketmaster integration), standard event marketing channels (email newsletter, social media, SMS alerts), and a contest platform (Wishpond). Strategic positioning is anchored by long-term partnerships with Duke Energy (naming rights and sponsorship), Live Nation (touring content supply), Ticketmaster (distribution), and The Florida Orchestra (residency), with additional content partnerships including St. Pete Opera, MagicSpace Entertainment, and Bill Edwards Foundation for the Arts.

Name

The Mahaffey

Legal name

Big 3 Entertainment, LLC

Website

https://themahaffey.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Short description

The Mahaffey is a 2,031-seat performing arts venue in downtown St. Petersburg, Florida, operated by Big 3 Entertainment. It hosts Broadway, concerts, comedy, dance, and classical performances, serving the Tampa Bay area through ticketed events, private rentals, group sales, and educational programming for local schools.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Live entertainment venue
• Performing arts center
• Theater rental services
• Event hosting venue
• Concert and event tickets

Headquarters

HQ city

St. Petersburg

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, Infrastructure, Others

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for performances and events through Ticketmaster and venue box office.
2. Theater and Venue Rentals: Revenue from renting the 2,031-seat venue for private events, corporate functions, weddings, and other special occasions.
3. Private Events and Catering: Revenue from catering services and private event bookings including the Grand Ballroom, Lobby, Atrium, Plaza and Terraced Portico.
4. Membership Program: Bill Edwards Foundation for the Arts membership providing exclusive presale access and perks in exchange for membership fees.
5. Parking: On-site parking fees at $10 cash per vehicle.
6. Sponsorships: Partnership with Duke Energy as naming sponsor and other corporate sponsors for events and venue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Mahaffey is a 2,031-seat performing arts venue in downtown St. Petersburg, Florida that presents national and international touring performances including Broadway, classical, pop, rock, comedy, dance, and family shows. The venue also offers theater and ballroom rentals for private events, corporate functions, weddings, and galas, along with group ticketing, educational programming, and a membership program operated in partnership with the Bill Edwards Foundation for the Arts.

Product overview

The Mahaffey (Duke Energy Center for the Arts) is a 2,031-seat performing arts theater venue in St. Petersburg, Florida. The venue operates as a physical theater presenting national and international artists and performances including Broadway, classical, pop, rock, comedy, dance, family shows, and Florida Orchestra concerts. Primary offerings include Mainstage Theater Rentals for event presenters, Private Events for personal celebrations and corporate functions, Group Experiences with discounted pricing, and community programs such as the Class Acts Educational Series serving local schools and the Community Awareness Program for ticket donations. Tickets are sold primarily through Ticketmaster.

Differentiator

Problem solved

Functional benefit

Products and services

• Mainstage Theater Rentals Rental of the 2,031-seat main stage theater featuring European-style opera house design with state-of-the-art light and sound systems. Intended for event presenters, dance recitals, speakers, and major entertainers.
• Private Events Private event hosting including anniversary parties, launch events, weddings, bar mitzvahs, galas, conferences, and corporate events across multiple venue spaces with catering services. Targeted at individuals hosting celebrations and organizations hosting corporate functions.
• Group Experiences Personalized group booking services for organizations with 15 or more members, offering group discount pricing up to 10%, dedicated seating, and custom arrangements. Targeted at schools, businesses, and organizations planning group outings.
• Bill Edwards Foundation for the Arts Membership

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Big3 EntertainmentcoreStrategic or Co-development Partner · 1 September 2011Big3 Entertainment was granted managing rights to the Duke Energy Center for the Arts – Mahaffey Theater in 2011. CEO and Chairman Bill Edwards privately funded VIP Lounge and lobby upgrades. Manages all venue operations including programming, bookings, and event management.
• Live NationcoreChannel Partner/ Reseller/ Distributor · 1 September 2011Partnership with Live Nation enabled the venue to bring world-class entertainment to St. Petersburg. Live Nation provides additional touring shows and major concert events beyond regular programming.
• Duke EnergycoreGTM or Marketing PartnerDuke Energy serves as the naming sponsor for the Duke Energy Center for the Arts. 20-year partnership announced with City of St. Petersburg in 2006 (originally Progress Energy).
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for all events at the venue. Primary online platform for ticket sales, seat selection, and ticket management through the Mahaffey Theater Account Manager site.
• The Florida OrchestracoreStrategic or Co-development PartnerThe Florida Orchestra is the resident performance group at the Mahaffey Theater, performing nearly 100 concerts annually in the tri-city area including Masterworks, Pops, and Rock concert series.
• St. Pete OperaminorStrategic or Co-development PartnerSt. Pete Opera presents the annual 4th of July Pops Spectacular at the Mahaffey Theater, featuring patriotic music and fireworks.
• MagicSpace EntertainmentminorStrategic or Co-development PartnerMagicSpace Entertainment is a boutique producing and presenting firm that co-produces the Mannheim Steamroller Christmas tour performances at the Mahaffey. Based in Park City, UT with over 40 years of experience.
• Pinellas County SchoolsminorStrategic or Co-development PartnerPartner for Class Acts Educational Series created in 1993 to benefit local schools. Program serves over 25,000 students annually with 15 shows per season including in-theater performances and in-school outreach.
• Sonata'sminorImplementation/ SI/ Consulting PartnerSonata's provides catering services for private events at the venue. Contact: Kathie Reynolds, Director of Banquets at [email protected].
• Bill Edwards Foundation for the ArtscoreStrategic or Co-development PartnerFoundation associated with Big3 Entertainment CEO Bill Edwards. Operates membership program providing exclusive presale access and perks for members. Coordinates volunteer program and community outreach.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Straz Center for the Performing Arts: Tampa's largest performing arts complex with multiple halls (Carol Morsani Hall ~2,600 seats, Ferguson Hall, Jaeb Theater) hosting Broadway tours, opera, and concerts. Direct peer in the same metropolitan market with similar programming mix.
• Florida Theatre: Historic 1,900-seat performing arts venue in Jacksonville, FL, presenting national touring acts, comedy, and Broadway. Comparable mid-size Florida regional theater with similar programming model.
• Dr. Phillips Center for the Performing Arts: Orlando-based multi-venue performing arts center with the 2,700-seat Steinmetz Hall and Walt Disney Theater. Comparable scale, premium acoustic design, and Broadway/touring programming model in the Florida market.
• Van Wezel Performing Arts Hall: A 1,736-seat waterfront performing arts hall in Sarasota, FL, presenting Broadway tours, classical music, and dance. Direct peer on the west coast of Florida with similar size and programming mix.
• Barbara B. Mann Performing Arts Hall: A 1,874-seat performing arts venue in Fort Myers, FL, presenting touring Broadway, concerts, and family programming. Comparable scale and Florida west-coast geographic positioning.
• Adrienne Arsht Center for the Performing Arts: Miami's flagship performing arts center featuring the 2,400-seat Ziff Ballet Opera House and 2,100-seat Knight Concert Hall. Comparable European-style opera-house design and Florida regional touring circuit positioning.
• Ruth Eckerd Hall: A ~2,200-seat performing arts venue in Clearwater, FL, also serving the Tampa Bay market with national touring artists, Broadway, and orchestra programming. Closest direct competitor for headliner routing and audience overlap.
• King Center for the Performing Arts: A 2,000-seat performing arts venue in Melbourne, FL (Space Coast) hosting touring Broadway, concerts, and orchestra programming. Comparable mid-tier Florida venue competing for the same regional touring content.

Broad incumbents

• Live Nation Entertainment: The world's largest live entertainment promoter and The Mahaffey's content-distribution partner. Broad incumbent whose touring routing decisions materially shape the venue's programming slate.
• Amalie Arena: A 20,000-seat arena in Tampa, FL, operated primarily for NHL games and large-scale concerts. A larger incumbent competing for higher-end concert routing in the same Tampa Bay market, drawing artists that might otherwise play a 2,000-seat hall.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mahaffeytheater
• Facebookfacebook.com/MahaffeyTheater
• LinkedInlinkedin.com/company/mahaffey-theater

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 The Mahaffey