What Lensic Performing Arts Center does

Lensic Performing Arts Center is a 501(c)(3) nonprofit performing arts venue headquartered at 211 W. San Francisco Street in Santa Fe, New Mexico. The organization operates a restored 1931 Spanish-Moorish historic theater — the original Lensic opened as a movie palace and vaudeville stage in 1931 and was renovated and reopened as a nonprofit performing arts center in 2001 — presenting an annual Lensic Season of national and international touring artists across music, dance, theater, comedy, film, and family programming, alongside a regional programming arm called Lensic 360 that delivers 50+ free events annually across New Mexico including the Summer Scene program. The 821-seat venue (504 Orchestra, 317 Balcony, 136 Mezzanine) is outfitted with state-of-the-art production technology: an ETC Apex 5 lighting system, d&b Q-Series concert sound, an 18-microphone/64-speaker Acoustic Control System used with a Wenger Diva acoustical shell, Panasonic HD projection with 35mm film capability, and a Dolby 5.1 surround system. Mobile ticketing runs through wallet.lensic.org on the True Tickets platform with dynamic-QR codes and Apple/Google Wallet integration, while Lensic 360 events are ticketed via Hold My Ticket.

The organization's revenue model blends earned and contributed income: ticket sales ($33–$96+ per ticket with $1–$6 service fees and a $5 preservation fee), tiered individual memberships ($100 Friends to $50,000 Virtuoso Circle, all tax-deductible), tiered business memberships and sponsorships ($250 to $50,000), theater rentals, preservation fees, and grants. Membership and subscription packages (3–5 events at 10% savings, 6–10 at 15%, 10+ at 20%) provide recurring revenue and pre-sale access. Six resident arts organizations (Santa Fe Symphony, Aspen Santa Fe Ballet, Santa Fe Pro Musica, Santa Fe Chamber Music Festival, Performance Santa Fe, Lannan Foundation) function as channel partners selling their own tickets through the venue. The Lensic also operates New Mexico's largest performing arts education program, reaching approximately 14,500 students annually through student matinees, the COMPASS program with Santa Fe Public Schools (70% of students on Free/Reduced Lunch), masterclasses, the Future Voices film/photography festival for ages 12–18, the Next Generation Native Film Showcase, Technical Theater Internships (270+ graduates since 2002), a bilingual Flamenco Residency with EmiArteFlamenco, the Hocus Focus special-needs program, and Class Acts/Angel Tickets free ticket programs. Marketing and ticketing operate directly through the box office (in person, phone, online), with media partnerships through Hutton Broadcasting and the Santa Fe New Mexican.

Name

Lensic Performing Arts Center

Legal name

Lensic Performing Arts Center

Website

https://lensic.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

The Lensic Performing Arts Center is a 501(c)(3) nonprofit operating a restored 1931 821-seat historic theater in Santa Fe, New Mexico, presenting national and international touring artists and serving as home venue for six resident arts organizations. It runs New Mexico's largest performing arts education program, reaching roughly 14,500 K-12 students annually, and funds operations through tickets, memberships, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB), Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

Keywords

• Performing arts venue
• Arts education programs
• Live performance programming
• Nonprofit arts center
• Theater rental services

Headquarters

HQ city

Santa Fe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from tickets to Lensic Presents events and performances by resident organizations. Ticket prices range from approximately $33-$96+ for various events. Service fees ($1-$6 per ticket) and preservation fees ($5 per ticket) apply.
2. Memberships and Donations: Tax-deductible donations and membership programs at levels from $100 (Friends) to $50,000 (Virtuoso Circle). Members receive benefits including pre-sale ticket access, recognition, and exclusive events. Fund operations and education programs.
3. Business Sponsorships and Memberships: Corporate sponsorships and business memberships from $250 to $50,000 providing visibility, networking, and show sponsorship opportunities. Includes advertising in playbills, lobby recognition, and pre-sale access.
4. Theater Rentals: Revenue from renting the 821-seat theater to community groups and organizations. Rate sheet available for nonprofit and for-profit events. Includes technical services and staffing.
5. Preservation Fees: $5 per ticket preservation fee funding maintenance and upgrades to the nearly 100-year-old historic theater.
6. Service Fees: Service charges on tickets funding box office operations including ticketing systems, staff salaries, ticket stock and envelopes. $1 fee in person, $1-$6 online/by phone.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Lensic Performing Arts Center is a 501(c)(3) nonprofit performing arts venue that presents a year-round season of live music, dance, theater, comedy, film, and family programming in its historic 821-seat Spanish-Moorish theater. It delivers regional programming statewide through Lensic 360 and runs New Mexico's largest performing arts education program, reaching 14,500 students annually via matinees, masterclasses, residencies, internships, and youth film/photo showcases. The venue is also rented to community groups and resident arts organizations as a performance and event space.

Product overview

The Lensic Performing Arts Center operates as a nonprofit performing arts venue offering live performance programming and arts education. The core offerings include Lensic Presents (mainstage performances of concerts, theater, dance, and comedy), Lensic 360 (regional programming across New Mexico), and comprehensive education programs including student matinees, masterclasses, Future Voices film/photography festival, Next Generation Native Film Showcase, Technical Theater Internships, Flamenco Residency, Hocus Focus, and Class Acts/Angel Tickets. The venue also supports film screenings via Met Opera Live in HD and National Theatre Live broadcasts, and offers theater rental services. The organization serves approximately 14,500 students annually through its education initiatives and hosts over 200 performances each year.

Differentiator

Problem solved

Functional benefit

Brands

• Lensic 360: Regional programming arm that programs events throughout New Mexico, including 50+ free events with the annual Santa Fe Summer Scene program.

Products and services

• Lensic Presents The Lensic's mainstage programming arm that produces and presents live performances including concerts, theater, dance, comedy, and family shows at the historic 821-seat theater for general audiences and members.
• Lensic 360 Regional programming initiative that extends Lensic events throughout New Mexico, including Santa Fe, Albuquerque, and Taos, with 50+ free events annually through the Santa Fe Summer Scene program.
• Student Matinees

Quantifiable outcome

• 283,593 people engaged through 416 events in 2025
• +4 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

27 partnerships are on record, tiered core, major and minor.

• Hotel Santa FecoreGTM or Marketing PartnerSeason Sponsor and hotel partner. Hotel provides lodging support for touring artists and promotes Lensic events to guests. Part of the broader hospitality ecosystem supporting Santa Fe arts audiences.
• Concept HotelscoreGTM or Marketing PartnerSeason Sponsor and hotel partner. Part of the Season Sponsors group providing venue support and hospitality connections.
• El Rey CourtmajorGTM or Marketing PartnerImpresario Circle business member and hotel partner. Provides guest accommodations and venue support for Lensic programming.
• City of Santa Fe Arts & CulturecoreGTM or Marketing PartnerSeason Support and Director's Circle sponsor. Government arts and culture department providing funding and endorsement for performing arts programming.
• Hutton BroadcastingmajorGTM or Marketing PartnerSeason Media Sponsor providing broadcast promotion and media coverage for Lensic events and season announcements.
• Santa Fe New MexicanmajorGTM or Marketing PartnerSeason Media Sponsor providing print and digital media coverage for Lensic programming and events.
• Enterprise Bank and TrustmajorGTM or Marketing PartnerDirector's Circle sponsor. Generous supporter of Lensic COMPASS education events and programs. Provides financial sponsorship and community visibility.
• NuSenda Credit UnionmajorGTM or Marketing PartnerVirtuoso Circle business member. Financial services partner providing sponsorship support.
• Lexus of Santa FemajorGTM or Marketing PartnerDirector's Circle sponsor and business member. Automotive partner providing sponsorship and venue support.
• Exxon MobilmajorGTM or Marketing PartnerDirector's Circle sponsor. Corporate partner providing financial support for Lensic programming.
• Thornburg Investment ManagementmajorGTM or Marketing PartnerDirector's Circle sponsor. Investment management firm providing corporate sponsorship.
• Meow Wolf Santa FemajorGTM or Marketing PartnerDirector's Circle sponsor. Santa Fe arts attraction providing cross-promotional partnership.
• New Mexico Music CommissionmajorGTM or Marketing PartnerDirector's Circle sponsor. State arts organization supporting music programming.
• Santa Fe FoundationmajorGTM or Marketing PartnerVirtuoso Circle sponsor. Local foundation providing philanthropic support.
• Tourism Santa FemajorGTM or Marketing PartnerVirtuoso Circle sponsor. City tourism organization supporting arts and cultural events.
• Santa Fe SymphonycoreChannel Partner/ Reseller/ DistributorResident arts organization using the Lensic as home venue. Sells own tickets for performances. One of the founding presenting organizations.
• Santa Fe Pro MusicacoreChannel Partner/ Reseller/ DistributorResident early music ensemble. Sells own tickets for performances at the Lensic. Founding presenting organization.
• Performance Santa FecoreChannel Partner/ Reseller/ DistributorPresenting organization that hosts performances at the Lensic. Sells own tickets. Founding organization.
• Santa Fe Chamber Music FestivalcoreChannel Partner/ Reseller/ DistributorAnnual chamber music presenter at the Lensic. Sells own tickets for festival performances. Founding organization.
• Aspen Santa Fe BalletcoreChannel Partner/ Reseller/ DistributorResident dance company. Uses the Lensic as home venue for ballet performances.
• Lannan FoundationcoreChannel Partner/ Reseller/ DistributorResident organization presenting literary events at the Lensic.
• Santa Fe Public SchoolscoreStrategic or Co-development PartnerPrimary education partner for COMPASS (Comprehensive Arts for Student Success) program bringing K-6 students to free matinees. 70% of students on Free/Reduced Lunch. Programs aligned with district goals of culturally responsive teaching.
• Moving ArtsmajorStrategic or Co-development PartnerCommunity arts organization providing youth programs in Española. Partner for El Agua es Vida production bringing young performers to Lensic stage.
• Audiology AssociatesmajorStrategic or Co-development PartnerLocal audiology practice that provided funding for hearing loop installation.
• May Center for LearningminorStrategic or Co-development PartnerAdvisor for sensory-friendly performances. School for students with language-based learning differences in Santa Fe.
• Santa Fe WorkshopsmajorStrategic or Co-development PartnerLong-term partner providing expertise and support for Future Voices film and photography program. Founded over 30 years ago, offers workshops internationally.
• EmiArteFlamencomajorStrategic or Co-development PartnerFlamenco dance company partnering for bilingual flamenco residency program with Santa Fe and Española Public Schools. Residencies culminate in performances at the Lensic.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Popejoy Hall: University of New Mexico's 1,985-seat presenting venue in Albuquerque — same state, similar mid-market nonprofit presenting model, comparable mixed music/theater/dance programming. Closest geographic comparable and the most direct competitive substitute for Santa Fe audiences within New Mexico.
• National Hispanic Cultural Center: Albuquerque-based nonprofit cultural institution presenting performing arts, film, and visual arts with strong education and community programming — analogous mission, similar nonprofit operating model, and a partial substitute for Lensic programming within New Mexico.
• Kauffman Center for the Performing Arts: Kansas City nonprofit performing arts center presenting touring music, dance, and theater in a landmark venue — comparable mid-size nonprofit presenter with education programs, membership tiers, and corporate sponsorship model closely aligned to the Lensic.
• New Jersey Performing Arts Center (NJPAC): One of the largest nonprofit performing arts centers in the U.S., presenting music, dance, theater, and family programming with extensive education and community engagement — directly comparable nonprofit presenting model with tiered memberships and corporate sponsorships.
• Mesa Arts Center: Arizona-based nonprofit performing and visual arts complex with four theaters, presenting touring music, dance, and theater alongside robust K-12 education programming — comparable scale, mission, and operating model to the Lensic.
• The Soraya (Valley Performing Arts Center): CSUN's 1,700-seat presenting venue in Los Angeles — a nonprofit-style presenter offering touring music, dance, family, and international programming with educational outreach, comparable in scale and presenting philosophy.
• Mondavi Center: UC Davis presenting venue hosting national/international touring performing arts with strong education programming — analogous mid-market presenter model with comparable capacity and donor/membership structure.

Emerging players

• Meow Wolf Santa Fe: Santa Fe-based immersive arts attraction and existing Lensic sponsor/partner — competes for Santa Fe arts-entertainment dollars and tourist attention, but with a fundamentally different experiential product (immersive installation vs. live performing arts).

Broad incumbents

• Lincoln Center: The preeminent U.S. performing arts presenting complex — operates at substantially larger scale but presents similar genres (music, dance, theater, film); competes for the same national touring artists and corporate sponsors.
• Kennedy Center: National performing arts center in Washington, D.C., presenting music, dance, and theater with extensive education programming — operates as a federal institution at much larger scale but competes for the same touring artist pool and federal arts funding.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCUrZf5DFUN3m5yi2D9UKfVg
• Facebookfacebook.com/LensicPerformingArtsCenter
• Instagraminstagram.com/thelensic
• Xx.com/TheLensic
• LinkedInlinkedin.com/company/lensic-performing-arts-ctr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Lensic Performing Arts Center