Broadway Dallas

What Broadway Dallas does

Broadway Dallas, Inc. is a 501(c)(3) nonprofit performing arts presenter headquartered at 909 1st Avenue, Dallas, TX, founded in 1941 as Dallas Summer Musicals and rebranded under its current name in 2022. The organization presents first-class touring Broadway productions at the Music Hall at Fair Park, a 100-year-old historic venue, and at the partner-operated Winspear Opera House. Its licensed touring pipeline runs through a core partnership with Broadway Across America (John Gore Organization), giving it access to titles such as Hamilton, Wicked, The Lion King, The Book of Mormon, and Phantom of the Opera in rotation; the 26/27 lineup, self-described as the largest in its history, spans more than ten titles including The Sound of Music, Hadestown, Beetlejuice, and Harry Potter and the Cursed Child.

Revenue is generated through a hybrid nonprofit model. Ticketed revenue comes from season subscriptions (7- and 8-show packages), individual ticket sales through Ticketmaster and the on-site box office, and group bookings of 10+ at discounted pricing. Contributed revenue runs through the CenterStage donor program with tiers from Shimmering Stars ($1,000) to Diamond Stars ($50,000+), annual fundraising galas ($900,000 raised at the 2024 Tina Turner Musical gala and $1.1 million raised at the 2025 Back to the Future gala), corporate season sponsorships (American Airlines, Texas Instruments, WFAA ABC Dallas), and foundation grants (including $10,000 from The Dallas Foundation).

Beyond ticket sales, Broadway Dallas operates an education and community-outreach portfolio — High School Musical Theatre Awards (HSMTA) reaching 7,000+ students from 80 North Texas schools, Give a Kid a Seat serving 3,400 Dallas ISD students annually, DISD Day dedicated performances, 212° Connect classroom programming, and Black Art Matters summer dance intensives — collectively reaching 60,000+ students and families across 100+ zip codes. The organization is exploring geographic expansion via a proposed $340 million, 2,800-seat Frisco Center for the Arts in partnership with the City of Frisco and Prosper ISD, and is led by President and CEO Ken Novice.

Name

Broadway Dallas

Legal name

Broadway Dallas, Inc.

Website

https://broadwaydallas.org

Company type

Private

Founded year

1941

Operating status

Operating

Headcount range

11–50 employees

Short description

Broadway Dallas is a 501(c)(3) nonprofit that presents touring Broadway productions at the Music Hall at Fair Park and Winspear Opera House for North Texas audiences, funding education and community programs reaching more than 60,000 students annually through ticket sales, subscriptions, donations, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Live Theater / Performing Arts Presentation

NAICS

Performing Arts Companies (7111), Theater Companies and Dinner Theaters (711110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Broadway & Commercial Theatre Productions (MPAGABAA)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Theater, Musicals & Performing Arts (THAJAFAB)

Keywords

• Live theater presentations
• Broadway touring productions
• Performing arts education
• Theater season subscriptions
• Arts community outreach

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Ticket Sales: Revenue from selling tickets to Broadway productions including season subscriptions, individual show tickets, and group bookings (10+ tickets).
2. Donations and Memberships: CenterStage membership program with donor tiers from Diamond Stars ($50,000+) down to Shimmering Stars ($1,000), providing tax-deductible contributions to support education and community outreach programs.
3. Annual Galas: Major fundraising events featuring Broadway performances that raise significant funds - $1.1 million at 2025 Gala (Back to the Future), $900,000 at 2024 Gala (Tina Turner).
4. Corporate Sponsorships: Season sponsors including American Airlines, Texas Instruments, and WFAA ABC Dallas, plus corporate partners at various levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Broadway Dallas presents first-class touring Broadway productions at the Music Hall at Fair Park and Winspear Opera House in Dallas, Texas, through season subscriptions, individual ticket sales, and group bookings. The nonprofit supplements its presenting operations with extensive education and community outreach programs serving more than 60,000 students and families annually, including the High School Musical Theatre Awards (HSMTA), Give a Kid a Seat, DISD Day, and 212° Connect.

Product overview

Broadway Dallas is a 501(c)(3) non-profit performing arts organization (formerly Dallas Summer Musicals, renamed in 2022) that presents first-class Broadway touring productions at Music Hall at Fair Park and Winspear Opera House. The organization's portfolio includes core ticketed products (Season Subscriptions, Single Tickets, Group Tickets, Mobile Ticketing), a comprehensive education and community program (HSMTA awards program, Give a Kid a Seat, DISD Day, Black Art Matters), member/donor programs (CenterStage, Associate Producers, Guild, Night OUT, Latino Leaders), and annual fundraising galas. Since 1941, Broadway Dallas has delivered Broadway shows to North Texas audiences, supporting the cultural landscape through education outreach serving over 60,000 students annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Broadway Touring Productions First-class Broadway touring productions presented at the Music Hall at Fair Park and Winspear Opera House, featuring award-winning musicals (e.g., The Sound of Music, Phantom of the Opera, The Book of Mormon, Disney's The Lion King) for North Texas audiences. Presented in partnership with Broadway Across America.
• Season Subscriptions Multi-show subscription packages (7 and 8 shows) offering best-available seating and priority access to the Broadway Dallas season. Sold annually through the dedicated subscriber service center.
• Single Tickets Individual tickets for specific performances sold through Ticketmaster online and by phone, or at the Music Hall box office. Prices vary by show and seat location.
• Group Tickets Discounted tickets for groups of 10 or more, available by phone at 214-426-4768 or email at [email protected] for corporate groups, schools, and organizations.
• Mobile Ticketing Digital ticket delivery and management service enabling patrons to access performances via mobile devices at the Music Hall.
• High School Musical Theatre Awards (HSMTA) Annual awards program that coaches, adjudicates, and celebrates more than 7,000 students from 80 school productions across North Texas. Awards $65,000+ in college scholarships annually and feeds into the national Jimmy Awards. The largest regional program in a national network of 55.
• Give a Kid a Seat Program providing free Broadway tickets and STEAM-based curriculum taught by Broadway Dallas teaching artists to 3,400 underserved Dallas ISD students annually. Funded by tax-deductible donations ($100 per student, $500 for five, $1,000 for ten, $3,000 for entire class).
• Dallas ISD Day / Dallas County School Days Dedicated performance days where Dallas ISD and Dallas County Schools students attend Broadway shows with specially created curriculum aligned to college and 21st-century career preparation.
• 212° Connect Community education initiative that connects Broadway programming to classrooms throughout the Dallas region, supported in part by a $10,000 grant from The Dallas Foundation.
• Black Art Matters Summer Dance Series Annual summer dance intensive program exploring Musical Theatre, Jazz Funk, Performance Fusion, and Afro-Modern dance styles with world-renowned and local choreographers.
• Annual Broadway Dallas Gala Annual fundraising gala featuring a Broadway performance, supporting Broadway Dallas education and community programs. Raised $1.1M at the 2025 Gala (Back to the Future: The Musical) and a record $900K at the 2024 Gala (Tina - The Tina Turner Musical).
• CenterStage Membership Donor recognition and membership program with tiered contributions from Shimmering Stars ($1,000) to Diamond Stars ($50,000+) supporting Broadway Dallas education and community outreach initiatives. [email protected].
• Associate Producers Affinity Group Young-professional affinity group for Broadway Dallas enthusiasts aged 40 and under, focused on networking and connecting over live theater experiences.
• Broadway Dallas Guild Social and hospitality organization for Broadway enthusiasts aged 40 and up, offering exclusive access to talent and fellow Broadway fans.
• Night OUT Affinity Group LGBTQ+ affinity group partnering with Turtle Creek Chorale for members and allies to connect over live theater experiences at Broadway Dallas productions.
• Latino Leaders Affinity Group Network of Latino leaders committed to advancing arts and arts education within the Hispanic community, offering exclusive Broadway experiences and networking opportunities.
• Volunteer Ambassadors Program Volunteer ambassador program in which volunteers provide customer service by greeting, ushering, and assisting patrons at Broadway Dallas performances, earning points redeemable for show tickets and dining experiences.

Quantifiable outcome

• 7,000+ students from 80 schools participate annually in HSMTA program
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, strategic and minor.

• Broadway Across AmericacoreStrategic or Co-development PartnerBroadway Across America (BAA), part of John Gore Organization, is the primary partner for presenting first-class touring Broadway productions in Dallas. BAA operates in 45+ markets with 450,000+ subscribers and presents shows including Disney's The Lion King, Wicked, The Book of Mormon, and Hamilton.
• Dallas Independent School District (DISD)coreStrategic or Co-development PartnerMajor education partnership bringing 3,400+ students to dedicated Broadway performances with accompanying STEAM curriculum. Programs include DISD Day and year-round classroom initiatives.
• Dallas County SchoolscoreStrategic or Co-development PartnerEducation partnership serving students from Dallas County Schools with Broadway exposure and arts education programs.
• African American Museum, DallasstrategicStrategic or Co-development PartnerPartnership to create 'From Africa to the Broadway Stage: Disney's The Lion King' exhibit featuring original Broadway production elements alongside African art and artifacts from the museum's permanent collection.
• Turtle Creek ChoraleminorGTM or Marketing PartnerPartnership for Night OUT program - LGBTQ+ affinity group events combining Broadway experiences with community socializing.
• American AirlinesstrategicGTM or Marketing PartnerSeason sponsor providing brand visibility and cross-promotional opportunities for Broadway Dallas programming.
• Texas InstrumentsstrategicGTM or Marketing PartnerSeason sponsor providing brand visibility and support for Broadway Dallas operations and programming.
• WFAA ABC DallasstrategicGTM or Marketing PartnerSeason sponsor and media partner providing news coverage and promotional support for Broadway Dallas.
• City of Frisco / Prosper ISDstrategicStrategic or Co-development PartnerCollaboration on proposed Frisco Center for the Arts (FCFA) - a $340 million facility with 2,800-seat performance hall. Broadway Across America / Broadway Dallas would present 'Broadway Frisco' series in the new venue.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Broadway Across America: Operates the largest network of touring Broadway subscription markets in North America (45+ markets, 450K+ subscribers). It is Broadway Dallas' core presenting partner and a direct functional peer — every Broadway Across America city operates the same presenter model.
• Theatre Under the Stars (Houston): Houston-based 501(c)(3) musical theatre producer presenting Broadway-style seasons at the Hobby Center. Highly comparable mission, scale, and Texas/south-central U.S. footprint to Broadway Dallas.
• Broadway In Chicago: Operates multiple Broadway touring venues in Chicago under a subscription model with strong corporate sponsorships. Closest functional peer to Broadway Dallas in terms of multi-venue presenting, group sales, and season subscription economics.
• BroadwaySF / SHN: San Francisco-based presenter of touring Broadway at the Orpheum and Golden Gate Theatre. Mirror image of Broadway Dallas: subscription-based regional Broadway presenter in a top-10 U.S. metro.

Broad incumbents

• Paper Mill Playhouse: Historic New Jersey regional theatre producing Broadway-scale musicals with strong education programs (Playground Series, Rising Star Awards — a direct parallel to Broadway Dallas' HSMTA). Comparable nonprofit producing + education mission.
• Fox Theatre (Atlanta): Historic 4,600-seat Atlanta venue and nonprofit operating company. Similar in scale, age, multi-use model (concerts, Broadway, rentals), and education programming to the Music Hall at Fair Park.

Regional players

• AT&T Performing Arts Center: Operates the Winspear Opera House, Broadway Dallas' secondary venue. Direct local venue-level peer for Broadway routing decisions and patron base in Dallas.
• Dallas Black Dance Theatre: Dallas-based nonprofit performing arts company with education/outreach programs. Comparable mission scale and local market footprint, although focused on dance rather than Broadway.
• Nashville Repertory Theatre: Regional professional theatre company producing Broadway-scale work with education/outreach in a growing U.S. market. Comparable nonprofit producing + education structure.

Others

• John Gore Organization: Parent organization of Broadway Across America and ticketing/technology arms. While not a presenter itself, it is the upstream counterparty that controls Broadway Dallas' content supply and touring economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/DSMusicals
• Facebookfacebook.com/BroadwayDallas
• LinkedInlinkedin.com/company/broadway-dallas
• Instagraminstagram.com/broadwaydallas
• TikToktiktok.com/@broadwaydallas
• Xx.com/bwaydallas

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 Broadway Dallas