The New Group
The New Group is a New York City-based 501(c)(3) Off-Broadway theater company founded in 1995 that develops and produces contemporary plays, musicals, and new works, while running tuition-free theater education programs for NYC public school students.
- Company typePrivate
- Founded1995
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The New Group does
The New Group is a New York City-based 501(c)(3) nonprofit theater company founded in 1995 by Scott Elliott that develops and produces contemporary Off-Broadway theater. Over its 30+ year history, the company has produced more than 90 productions and received over 100 awards and nominations, including a Tony Award for Best Musical in 2004 for Avenue Q and a Drama Desk Special Award in 2010-2011. Its core operation centers on producing contemporary plays, musicals, and new work development through the New Group/New Works program, with more than 75% of each season's output since 2019 developed in-house. The company also operates three tuition-free education programs — YTT College Access (serving 450+ NYC public school students in 2025 with a reported 100% college acceptance rate), a Summer Conservatory with Wingspan Arts, and a BFA studio program with Long Island University Brooklyn — and runs an Off Stage multimedia division.
The New Group generates revenue through a diversified mix of earned and contributed income: single ticket and subscription sales for productions staged at its new permanent home, The Theater at St. Clement's (423 W 46th St); a tiered Patron Ensemble membership program ($1,500 to $10,000+); special event galas with table sponsorships of $15,000 to $50,000; charitable donations from individuals, foundations (Shubert, Howard Gilman, Tow), corporations, and government arts funders (NYC Department of Cultural Affairs, NY State Council on the Arts); and streaming ticket sales ($39.99) through a partnership with The League of Live Stream Theater. Ticket distribution occurs via direct box office (web, phone, in-person) and authorized third-party platforms including TodayTix Group and TDF. Pricing is tiered with standard, premium, value, and $38 access tickets, plus Pick-Your-Price ($15-$86) and demographic discounts for under-40 patrons and Hell's Kitchen residents.
The organization is governed by a Board of Directors and led by Founding Artistic Director Scott Elliott and Executive Director Adam Bernstein, supported by a 10-person staff spanning marketing, development, education, operations, and finance. Following a decade-long residency at The Pershing Square Signature Center, the company relocated to The Theater at St. Clement's in 2024-2025, gaining full creative and operational autonomy. Its 2026 inaugural season at the new venue features productions including The Adding Machine, Bocking, and Jackals.
The New Group firmographics
Firmographics- Name
- The New Group
- Legal name
- The New Group
- Website
- https://thenewgroup.org
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The New Group is a New York City-based 501(c)(3) Off-Broadway theater company founded in 1995 that develops and produces contemporary plays, musicals, and new works, while running tuition-free theater education programs for NYC public school students.
- Ownership category
- akta.pro rank
The New Group industry classification
Industry- Product category
- Off-Broadway Theater Production
- NAICS
- Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111)
- akta.pro primary industry
- Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)
- akta.pro secondary industries
- Musical Theatre (Non-Broadway/Fringe) (MPAGABAG), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)
Keywords
Where The New Group is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The New Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Ticket Sales: Revenue from single tickets and subscription packages to theatrical productions at The Theater at St. Clement's. Ticket prices vary with standard pricing, premium seats, value seats, and access tickets at $38.
- Donations and Fundraising: As a 501(c)(3) nonprofit organization, The New Group relies heavily on charitable donations from individuals, foundations, and corporations. Donations support artistic programming and tuition-free education programs.
- Membership Programs: Patron Ensemble membership program with tiers from $1,500 (Patron) to $10,000+ (Champion), offering benefits including house seats, receptions, staged readings access, and opening night invitations.
- Special Events: Revenue from benefit events including galas with table sponsorships ($15,000-$50,000), individual tickets ($1,500-$2,500), and one-night-only events like the RHONY mini golf benefit at $500 per ticket.
- Streaming and Digital: Streaming releases of productions in partnership with The League of Live Stream Theater, with tickets priced at $39.99 for events like The Adding Machine streaming performance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard single tickets with various price points |
| Subscription | Pay-as-you-go | Under 40 discount |
| Subscription | Pay-as-you-go | Neighborhood Ticketing Initiative |
| One time/ perpetual license | Pay-as-you-go | Get the Tee with RHONY special event |
| One time/ perpetual license | Pay-as-you-go | The Year of Magical Thinking benefit performance |
| Subscription | Annual | Patron Ensemble membership |
| One time/ perpetual license | Pay-as-you-go | 2026 Gala table and ticket purchases |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
The New Group product offering
Product offeringCore offering
The New Group develops, produces, and presents contemporary Off-Broadway theater productions at The Theater at St. Clement's in Manhattan. Beyond the mainstage season, the company runs the New Group/New Works development program, new play festivals (Free Fest, The Climate Plays), a multimedia Off Stage division, and tuition-free theater education programs (YTT: College Access, Summer Conservatory, and a BFA Acting Studio with LIU Brooklyn).
Product overview
The New Group is an artist-driven Off-Broadway theater company that operates as a single unified theatrical organization with distinct program divisions. The core offering consists of theater productions developed through the New Group/New Works development program, featuring world premieres and contemporary plays. The company extends its mission through education programs (YTT: College Access, Summer Conservatory, Acting Studio at LIU), new work development initiatives (Free Fest, The Climate Plays), and an Off Stage multimedia division. All programs work together under the company's mission to develop and produce powerful, contemporary theater that is adventurous and socially relevant.
Differentiator
Problem solved
Functional benefit
Products and services
- The New Group Productions Contemporary Off-Broadway theater productions developed and presented at The Theater at St. Clement's for adult theater audiences in New York City, featuring work by emerging and established playwrights.
- New Group/New Works Program Creative incubator that develops and nurtures new adventurous theater through in-house play readings, public reading festivals, and supports new musicals via staged readings or workshops, serving emerging and established playwrights.
- Free Fest Reading Festival New play festival featuring bold stories from boundary-defying artists, offering free public readings of works that own the moment and challenge the status quo, for theater audiences and the wider community.
- The Climate Plays Festival of plays addressing the climate crisis from family and intimate perspectives, presented as part of the company's new works development programming for theater audiences.
- YTT: College Access Tuition-free program providing college application and interview workshops, mentorship, and networking for NYC public high school students using theater techniques such as improvisation and playwriting.
- Summer Conservatory Six-week tuition-free Summer Theater Conservatory for middle school and high school students, combining The New Group's Scene 1 teen acting program with Wingspan Arts' long-running conservatory curriculum.
- Acting Studio at LIU BFA Program in Acting for Theatre, Film and Television offered in partnership with LIU Brooklyn School of Arts, providing studio training in acting, speech, and movement taught by accomplished professionals selected by The New Group.
- The New Group Off Stage Multimedia division showcasing the company's work at the intersection of art, multimedia, and social engagement through web series, films, audio plays, and related digital productions.
- The Adding Machine (2026 Production & Streaming) World premiere Off-Broadway production of The Adding Machine presented at The Theater at St. Clement's, with a companion live-streamed performance through The League of Live Stream Theater.
- 2026 Season Subscription Package Season subscription package giving subscribers priority access and preferred pricing for the company's 2026 productions, including Bocking, Jackals, and The Adding Machine.
- Patron Ensemble Membership Annual membership program for individual donors and arts patrons offering house seats, guest tickets, receptions, staged readings access, opening night invitations, and artist meet-and-greets at four tiers ($1,500–$10,000+).
Quantifiable outcome
- 100% college acceptance rate for YTT program students attending top schools including Yale, Harvard, Cornell, Columbia, Brown, MIT, and Williams College
- +2 more outcomes
Companies that use The New Group
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
The New Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The New Group partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Wingspan ArtscorePartnership with renowned arts education innovators to provide a six-week tuition-free Summer Theater Conservatory for middle school and high school students. Combines The New Group's Scene 1 teen acting program with Wingspan's long-running Summer Conservatory.
- Long Island University BrooklyncoreThe New Group offers studio training through a BFA in Acting for Theatre, Film and Television with LIU Brooklyn School of Arts. Students take acting, speech and movement courses from accomplished professionals selected by The New Group.
- Vineyard TheatrecoreCo-production partnership on BOWL E.P. by Nazareth Hassan, co-produced with National Black Theatre in association with The New Group. Previously co-produced 'Daddy' by Jeremy O. Harris in 2018-2019 season.
- National Black TheatrecoreCo-production partnership on BOWL E.P. and Bernarda's Daughters, demonstrating commitment to Black theater artists and audiences.
- Latinx Playwrights CircleminorPartnership for presentation of 'The Invisible Hand of God Touched Me in a Bad Place' at Free Fest 2025.
- The League of Live Stream TheatercoreStreaming partnership for The Adding Machine one-night-only streaming event on May 5, 2026, making productions accessible beyond the physical theater.
- Theater at St. Clement'scoreThe New Group's new permanent artistic home, one of the original venues of the Off-Broadway movement. The move establishes a permanent home and grants full creative and operational autonomy.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
The New Group competitors and assessment
Company assessmentDirect peers
- New York Theatre Workshop: Off-Broadway nonprofit theater company focused on developing and producing new work, with a comparable artist-driven mission and similar scale of operation in NYC.
- Vineyard Theatre: Off-Broadway nonprofit that develops and produces new plays and musicals; direct co-production partner of The New Group on multiple recent projects.
- Playwrights Horizons: Off-Broadway nonprofit dedicated to producing contemporary American new work and supporting playwrights — a closely aligned artist-driven development model.
- Signature Theatre (NYC): Off-Broadway nonprofit that previously housed The New Group at the Pershing Square Signature Center; operates a residency-style model for playwrights and contemporary productions.
- Second Stage Theater: Off-Broadway/Broadway theater company focused on producing contemporary work and propelling new plays to Broadway — directly comparable in mission and portfolio.
- Atlantic Theater Company: Off-Broadway nonprofit producing contemporary plays with an ensemble-driven, artist-led model similar in scale and orientation to The New Group.
- National Black Theatre: NYC-based nonprofit theater company and active co-production partner of The New Group; shares artist-driven mission and comparable operational scale.
Broad incumbents
- Manhattan Theatre Club: Larger Off-Broadway/Broadway producing organization with a subscription-based model at the Samuel J. Friedman Theatre; broader scale portfolio with overlapping contemporary work.
- The Public Theater: Major NYC nonprofit theater operator producing Shakespeare, new work, and musicals across multiple venues; serves a wider audience with overlapping new-work development.
- Roundabout Theatre Company: One of the largest NYC nonprofit theater companies operating multiple Broadway and Off-Broadway venues; a broader incumbent producing both classics and contemporary work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The New Group social profiles
Digital presenceThe New Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The New Group leadership team
Management profileNumber of profiles
Profiles10 records
The New Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The New Group 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 The New Group
What does The New Group do?
The New Group develops, produces, and presents contemporary Off-Broadway theater productions at The Theater at St. Clement's in Manhattan. Beyond the mainstage season, the company runs the New Group/New Works development program, new play festivals (Free Fest, The Climate Plays), a multimedia Off Stage division, and tuition-free theater education programs (YTT: College Access, Summer Conservatory, and a BFA Acting Studio with LIU Brooklyn).
Is The New Group a public or private company?
The New Group is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The New Group founded?
The New Group was founded in 1995. It employs 11 to 50 people.
Where is The New Group based?
The New Group is headquartered in New York, United States, in the North America region.
How does The New Group make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are donations and Fundraising, membership Programs, special Events and streaming and Digital.
Who are The New Group's main competitors?
Direct peers on record are New York Theatre Workshop, Vineyard Theatre, Playwrights Horizons, Signature Theatre (NYC), Second Stage Theater, Atlantic Theater Company and National Black Theatre. Broad incumbents are Manhattan Theatre Club, The Public Theater and Roundabout Theatre Company.
Does The New Group have an API?
No public API is recorded for The New Group.
What industry is The New Group in?
The New Group's product category is Off-Broadway Theater Production. Its primary akta.pro industry code is MPAGABAH, Classical & Contemporary Theatre (Plays/Drama), with a secondary code of MPAGABAG, Musical Theatre (Non-Broadway/Fringe). Its NAICS code is 711110.