Broadway Sacramento

What Broadway Sacramento does

Broadway Sacramento is a 501(c)(3) nonprofit musical theatre organization founded in 1951 and headquartered in Sacramento, California. It self-describes as the largest nonprofit musical theatre in California, having produced more than 400 productions spanning 150 musicals across its 75-year history. The organization serves more than 250,000 patrons annually through two complementary programming formats: Broadway At Music Circus, a summer series staged in a theatre-in-the-round configuration, and Broadway On Tour, a series of touring Broadway productions presented in partnership with national producers and licensors.

The business model combines earned revenue (single-ticket and subscription ticket sales, group sales, and education program fees) with contributed revenue (individual donations, corporate sponsorships, and foundation grants). Named presenting and naming-rights partners include UC Davis Health, Wells Fargo, and SAFE Credit Union, and the organization has received recent grant support from the Genesis Inspiration Foundation. Operationally, the company runs a 501-1,000 employee organization spanning production, marketing, education, box office, and IT functions. It maintains ongoing creative relationships with Broadway creators and licensors (e.g., Alan Menken, Lynn Ahrens) for rights and development purposes, and is preparing for a 75th Anniversary Gala in 2026.

The technology stack is conventional for a regional performing-arts nonprofit: a third-party ticketing platform augmented by Queue-it for virtual-waiting-room management during high-demand on-sales, standard CRM/marketing tools, and a small in-house IT function supporting database administration. There is no disclosed use of AI/ML, proprietary data assets, or differentiated technology IP; competitive positioning rests on brand, repertoire, venue operations, and sponsor relationships rather than on technology differentiation.

Name

Broadway Sacramento

Legal name

Broadway Sacramento

Website

https://broadwaysacramento.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Broadway Sacramento is a 501(c)(3) nonprofit musical theatre founded in 1951 that serves 250,000+ patrons annually in Sacramento, California, via two series: Broadway At Music Circus (summer theatre-in-the-round) and Broadway On Tour (touring Broadway productions). It operates on a ticket, subscription, sponsorship, and donation revenue model, supported by partners including UC Davis Health, Wells Fargo, and SAFE Credit Union.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Musical Theatre

NAICS

Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111), Theater Companies and Dinner Theaters (71111)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Broadway & Commercial Theatre Productions (MPAGABAA)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG)

Keywords

• Musical theatre production
• Live performing arts
• Theatre season subscriptions
• Theatre education programs
• Nonprofit performing arts

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from individual show tickets and season subscriptions for Broadway At Music Circus and Broadway On Tour productions. Ticket prices vary by show and seating location.
2. Donations and Individual Giving: Tax-deductible donations from individual patrons supporting the nonprofit theatre organization. Includes planned giving and legacy programs.
3. Corporate Sponsorships: Corporate partnerships and sponsorships including show sponsorships, season sponsorships, and advertising in playbills.
4. Education Programs: Revenue from educational workshops, classes, and programs including Broadway Workshop, Broadway Studio, dance classes, and summer programs for youth and adults.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Broadway Sacramento produces and presents professional Broadway-quality musical theatre productions in Sacramento, California, through two distinct series: Broadway At Music Circus (summer theatre-in-the-round at UC Davis Health Pavilion) and Broadway On Tour (national touring productions at SAFE Credit Union Performing Arts Center). The 501(c)(3) nonprofit also offers season subscriptions, group ticketing, gift certificates, a young patron membership ($35 Under 35 Club), corporate sponsorships, donations, and youth/adult theatre education programs.

Product overview

Broadway Sacramento operates two distinct theatrical series: Broadway At Music Circus (summer season, theatre-in-the-round at UC Davis Health Pavilion) and Broadway On Tour (touring productions at SAFE Credit Union Performing Arts Center). Together they entertain over 250,000 patrons annually. The organization also operates a nationally recognized education program including Broadway Workshop (Ages 9-12), Broadway Studio (Ages 12-18), Junior Company, and Internship Program. Ticketing products include season subscriptions, group tickets, and gift certificates, with a $35 Under 35 Club membership for young patrons.

Differentiator

Problem solved

Functional benefit

Products and services

• Broadway At Music Circus Summer musical theatre series presented in theatre-in-the-round format at UC Davis Health Pavilion (formerly Wells Fargo Pavilion), featuring professional productions of classic and contemporary Broadway musicals with rotating casts.
• Broadway On Tour Indoor touring productions series presented at the SAFE Credit Union Performing Arts Center, featuring national touring productions of newer Broadway shows and major revivals.
• Season Tickets (Subscription) Subscription packages offering discounted tickets and priority access to multiple shows per season for both Broadway At Music Circus and Broadway On Tour series.
• Group Tickets Group sales packages for organizations, schools, and parties of 10 or more with special pricing, handled through the Group Sales Department at (916) 557-1198.
• Gift Certificates Digital and physical gift certificates redeemable for tickets to any Broadway Sacramento production.
• $35 Under 35 Club Membership program for patrons under age 35 offering $35 tickets to Broadway At Music Circus performances.
• Broadway Workshop (Ages 9-12) Youth education program for children ages 9-12 introducing musical theatre skills.
• Broadway Studio (Ages 12-18) Teen education program for ages 12-18 providing intensive musical theatre training.
• Junior Company
• Internship Program
• Professional Assistantship Program
• Summer Broadway Dance Classes
• Broadway Master Classes (Ages 12+)

Quantifiable outcome

• Entertains over 250,000 patrons annually

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered core and flagship.

• SAFE Credit Union Performing Arts CentercoreChannel Partner/ Reseller/ DistributorVenue partnership for Broadway On Tour productions. Located at 1301 L Street, Sacramento, CA 95814. Box office: (916) 808-5181.
• UC Davis HealthcoreGTM or Marketing PartnerNaming rights sponsor for UC Davis Health Pavilion venue where Broadway At Music Circus productions are held at 1419 H Street, Sacramento.
• Alan MenkenflagshipStrategic or Co-development PartnerAward-winning composer (Disney's Beauty and the Beast, The Little Mermaid, Little Shop of Horrors) who co-created the A Christmas Carol adaptation performed at Broadway Sacramento.
• Lynn AhrensflagshipStrategic or Co-development PartnerTony-winning lyricist and book writer (Ragtime, Seussical, Once on This Island) who co-created the A Christmas Carol adaptation performed at Broadway Sacramento.
• Wells FargocoreGTM or Marketing PartnerMajor sponsor and supporter. The Wells Fargo Pavilion is named after the company, serving as the venue for Broadway At Music Circus since 2003.

Scale indicators5 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• McCoy Rigby Entertainment: Southern California-based musical theatre producing organization (La Mirada Theatre, Ahmanson Theatre co-productions). Directly comparable California-based nonprofit musical theatre producer.
• Goodspeed Musicals: Connecticut-based nonprofit musical theatre producer (the Goodspeed Opera House and The Terris Theatre). Closely aligned producer of new and revived musicals with educational programming and similar nonprofit subscription model.
• Drury Lane Theatre: Oakbrook Terrace, Illinois regional musical theatre producer with subscription seasons and theatre-in-the-round heritage. Comparable producing-presenting dual model with educational programming.
• Paper Mill Playhouse: New Jersey-based nonprofit regional theatre that both produces original musicals and presents touring Broadway. Closely comparable dual-format model (producing + presenting), education programs, and nonprofit subscription structure.
• Hollywood Pantages Theatre: Los Angeles presenter of touring Broadway productions operated by the Nederlander Organization. Comparable subscription-driven Broadway touring model with similar audience demographics and group sales channels.
• Ordway Center for the Performing Arts: Saint Paul, Minnesota presenter/producer of touring Broadway and original musical productions. Comparable programming mix, education programming, and nonprofit venue model of similar scale.
• BroadwaySF (SHN): San Francisco-based presenter of touring Broadway productions under the SHN banner. Operates the Orpheum Theatre and Golden Gate Theatre with a subscriber-based touring model closely analogous to Broadway Sacramento's Broadway On Tour series, serving the broader Northern California market.

Broad incumbents

• Nederlander Organization: National touring Broadway presenter and venue operator with deep relationships with Broadway producers. Indirectly comparable as the upstream touring partner whose tour routings materially affect Broadway On Tour's programming.

Regional players

• American Conservatory Theater: San Francisco-based Tony-winning regional theatre and conservatory with a producing-presenting model and integrated MFA program. Comparable scale and educational mission but focused on dramatic rather than musical theatre.
• Sacramento Theatre Company: Local Sacramento peer operating the Mainstage and Stage 2 series with similar subscription and education programming. Competes for the same Sacramento audience base and donor dollars but focuses on plays rather than musicals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SacMusicals
• YouTubeyoutube.com/user/SacMusicCircus
• Facebookfacebook.com/BroadwaySacramento
• Instagraminstagram.com/sacmusicals
• Pinterestpinterest.com/sacmusicals

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds1 record

Investors1 record

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 Sacramento