The Custom Made Theatre

What The Custom Made Theatre does

The Custom Made Theatre Co. is a 501(c)(3) non-profit producing organization founded in 1998 and based at 414 Mason St in Union Square, San Francisco, where it operates a 99-seat intimate theatre focused on contemporary plays and musicals that 'awaken social conscience.' Its core product is live theatrical production: a seasonal schedule typically running February through December with 5-6 mainstage productions plus developmental readings, emphasizing ensemble work, world premieres, and regional premieres of contemporary works. Supporting programs include a playwright submission process (the company is an associate member of the National New Play Network), open auditions, volunteer programs, and Undiscovered Works developmental readings. The organization has been recognized with Bay Area Critics Circle Awards for Best Overall Production in 2012, 2014, and 2016.

The business model rests on three revenue streams: ticket sales (individual tickets, subscriptions offering up to 60% savings, and Pick-Your-Play flex packages priced $16.50-$130 depending on show, performance type, and day), donations through an annual fund given its non-profit status, and co-production fees from partnerships with peer companies such as Just Theater, FaultLine Theatre, and Those Women Productions. Go-to-market is event-driven and hyper-local: marketing runs through the company website (custommade.org), Facebook, Twitter, email newsletters via Constant Contact, earned press coverage in the SF Chronicle, SF Examiner, TheatreEddys, and Broadway World, and direct box office and VBOTickets online sales. Operations are lean, with 1-10 staff, led by Executive Director Leah Abrams and Company Manager Paul Stout, supported by a volunteer Board of Directors.

As of 2023 the company announced an indefinite 'hibernation' due to budget constraints and lack of arts funding, while preserving its non-profit status and stated intent to produce again. The Season 21 was cut short by COVID-19 in 2020, Season 22 (2021) was delivered virtually as developmental readings, and Season 25+ was the last active cycle before hibernation. The organization has no technology platform, APIs, or proprietary software products; its entire operational model is centered on the physical venue and live performance.

Name

The Custom Made Theatre

Legal name

The Custom Made Theatre Co.

Website

https://custommade.org

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

The Custom Made Theatre Co. is a 501(c)(3) non-profit founded in 1998 that operates a 99-seat intimate theatre in Union Square, San Francisco, producing socially-conscious contemporary plays and musicals for Bay Area audiences; the company announced indefinite hibernation in 2023 due to funding constraints while preserving non-profit status.

Ownership category

akta.pro rank

Product category

Live Theatre / Performing Arts

NAICS

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

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH), Musical Theatre (Non-Broadway/Fringe) (MPAGABAG)

Keywords

• Live theatrical productions
• Non-profit performing arts
• Season subscriptions
• Play development
• Intimate theatre venue

Headquarters

HQ city

San Francisco

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, Others

Revenue model

1. Ticket Sales: Revenue from individual show tickets, subscriptions, and flex passes ranging from $16.50-$130 depending on show, day, and subscription tier
2. Donations: Annual Fund donations from supporters to support operations; company maintains non-profit 501(c)3 status
3. Production Fees: Co-production arrangements with partner organizations for selected productions; co-productions with Just Theater, FaultLine Theatre, and Those Women Productions

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Custom Made Theatre Co. operates a 99-seat not-for-profit producing theatre in Union Square, San Francisco, staging a seasonal lineup of plays and musicals with an ensemble-driven, socially conscious focus. Its core offering is live theatrical productions, supported by season subscriptions, pick-your-play ticket packages, an online box office, playwright development programs, auditions, volunteer opportunities, and venue rental. The company is currently in hibernation due to budget constraints but maintains its 501(c)(3) status.

Product overview

The Custom Made Theatre Co. is a single-venue not-for-profit theatre company (501(c)(3)) that operates as a unified producing organization rather than a platform. The core offering is live theatrical productions—plays and musicals performed at their Union Square venue in San Francisco. These productions are supported by complementary services including season subscriptions, pick-your-play ticket packages, an online box office, playwright development programs accepting script submissions, actor auditions and casting, volunteer opportunities, donations through an annual fund, and theatre space rental for visiting productions. The company has no technology platform, APIs, or SaaS products; its 'products' are entirely service-based arts offerings centered around their annual theatrical season.

Differentiator

Problem solved

Functional benefit

Products and services

• Theatrical Productions Live theatrical performances including plays and musicals staged at the 99-seat Union Square venue. Productions range from contemporary works to classical adaptations, with an emphasis on ensemble-driven, socially conscious storytelling; includes world premieres and regional premieres.
• Season Subscriptions Annual subscription packages offering discounted tickets (up to 60% savings), best seat selection, free concessions, and unlimited exchanges for the full theatre season. Priced by performance day/tier (preview, Thursday/Friday, Saturday-Sunday).
• Pick-Your-Play Packages Flexible ticket packages allowing patrons to select 3, 4, or 5 plays with 10-20% discounts (10% off for 3 plays, 15% off for 4 plays, 20% off for 5 plays) and unlimited ticket access for chosen performances.
• Playwright Development Program Play submission program accepting scripts for mainstage consideration and open submissions for developmental opportunities. The company is an associate member of the National New Play Network, providing new play development resources.
• Undiscovered Works Developmental Readings Developmental readings for new works, providing playwrights with production opportunities and audience feedback. Introduced as part of the 2021 virtual season during the COVID-19 pandemic.
• Box Office Services Online ticketing platform (VBOTickets) used for purchasing individual tickets, subscriptions, and flex passes for productions. Also includes a physical box office at the San Francisco venue.
• Donations and Annual Fund Charitable giving program supporting the non-profit theatre's operations and productions through tax-deductible donations to the Annual Fund.

Named customers3 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Bay Area Women's Theatre FestivalminorStrategic or Co-development Partner · 1 January 2021Partner for first annual Bay Area Women's Theatre Festival featuring 'The Lady Scribblers' co-production.
• Those Women ProductionscoreStrategic or Co-development Partner · 1 March 2020Co-production partner for 'The Lady Scribblers' as part of the first annual Bay Area Women's Theatre Festival in March 2020.
• Just TheatercoreStrategic or Co-development Partner · 1 June 2018Co-production partner for 'Good. Better. Best. Bested.' in June 2018. Just Theater is a Bay Area theatre company focused on new work development.
• FaultLine TheatrecoreStrategic or Co-development Partner · 1 April 2018Co-production partner for 'Tinderella: the modern musical' in April 2018. FaultLine Theatre is a San Francisco-based company.
• National New Play NetworkcoreStrategic or Co-development PartnerCustom Made is an associate member of the National New Play Network, which provides development opportunities and collaboration with other theatres focused on new play development.
• Theatre Communications Group (TCG)minorStrategic or Co-development PartnerMember of Theatre Communications Group, the national organization for American theatre.
• Theatre Bay Area (TBA)coreStrategic or Co-development PartnerMember of Theatre Bay Area; attends TBA general auditions for casting. TBA is the regional service organization for Bay Area theatres.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• American Conservatory Theater (A.C.T.): Largest and most established professional theatre in San Francisco, presenting a mix of classical and contemporary work. Comparable because it operates in the same city and audience market for live theatrical productions, but operates at a much larger scale and with a permanent company.
• Berkeley Repertory Theatre: Major Bay Area regional theatre with multiple venues and a Tony Award-winning reputation. Comparable in that it programs new plays and contemporary work in the same market, but operates at a much larger scale.

Direct peers

• Magic Theatre: Long-running San Francisco independent theatre known for developing and premiering new American plays. Directly comparable to Custom Made in mission (new work, ensemble-driven, mid-size Bay Area producing organization) and audience overlap.
• SF Playhouse: Mid-size San Francisco theatre producing a subscription season of contemporary plays and musicals. Closely comparable as a producing organization operating in the same geographic market on a similar subscription-ticket model.
• Shotgun Players: Berkeley-based intimate theatre producing a full subscription season on a small scale, with a strong reputation for ensemble work and new plays. Closely comparable to Custom Made in size, format (intimate ~100-seat venue), and Bay Area audience.
• Aurora Theatre Company: Berkeley-based small professional theatre producing a subscription season of contemporary and new plays. Comparable in size, mission, and Bay Area market overlap with Custom Made.
• Cutting Ball Theater: Small San Francisco experimental theatre producing classic and experimental works in intimate venues. Comparable in scale, Bay Area location, and mission to produce socially engaged and ensemble-driven work, though stylistically more experimental.
• FaultLine Theatre: San Francisco-based small theatre company that has co-produced with Custom Made (e.g., 'Tinderella' in 2018). Directly comparable in size, geography, and producing model.
• Just Theater: Bay Area theatre focused on new play development that has co-produced with Custom Made. Directly comparable in mission (new work) and Bay Area mid-size producing scale.

Regional players

• Marin Theatre Company: Mill Valley-based LORT theatre with a strong new play development program. Comparable in mission around contemporary plays and new work, but located in Marin County rather than San Francisco proper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/custommadesf
• Facebookfacebook.com/custommadesf

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Custom Made Theatre