Amas Musical Theatre

Name

Amas Musical Theatre

Legal name

Amas Musical Theatre

Website

https://amasmusical.org

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Performing Arts

NAICS

Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111), Other Performing Arts Companies (711190)

akta.pro primary industry

Musical Theatre (Non-Broadway/Fringe) (MPAGABAG)

akta.pro secondary industries

Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Children’s & Youth Theatre (MPAGABAE), Custom Music & Original Score/Composition (MPAIALAD)

Keywords

• Musical theatre development
• Performing arts education
• Youth theatre training
• Off-broadway productions
• Arts in education

Headquarters

HQ city

New York

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, Infrastructure, Others

Revenue model

1. Donations and Grants: As a 501(c)(3) nonprofit organization, Amas relies heavily on individual donations, foundation support, and corporate sponsorships. They offer sponsorship levels from $600 to $5,000, with specific benefits tied to each tier. They have established a New Musical Development Fund and the Eric H. Weinberger Emerging Librettists Scholarship Award.
2. Ticket Sales and Production Revenue: Revenue generated from ticket sales for Off-Broadway Mainstage productions, Lab Series readings, and Workshops. Productions run for 5-8 weeks and are reviewed by critics.
3. Studio Rental: The Amas Studio generates revenue through hourly and daily rental of their flexible studio space at 630 Ninth Avenue. Uses include theatre rehearsals, performances, classes, fitness sessions, weddings, and photo/video shoots.
4. Educational Program Fees: Revenue from youth training programs including the Rosetta LeNoire Musical Theatre Academy. While 60% of students receive full or partial scholarships, program fees contribute to operational funding.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Amas Musical Theatre is a multi-ethnic non-profit performing arts organization that develops new musicals through a staged pipeline (Lab Series readings, Workshops, and Off-Broadway Mainstage productions) and delivers theatre arts education to youth and schools. It generates revenue through ticket sales, tuition and fees for educational programs, studio rental, donations, and corporate sponsorships.

Product overview

Amas Musical Theatre is a multi-ethnic, non-profit performing arts organization and 501(c)(3) that operates primarily as a new musical development company. The organization functions as a unified portfolio of interconnected programs: the core New Musical Development division encompasses the Amas Lab Series (staged readings), Amas Workshop (rehearsed productions), and Amas Mainstage Program (fully produced Off Broadway premieres). Supporting infrastructure includes the Amas Studio rehearsal space rental, the Rosetta LeNoire Musical Theatre Academy for youth education, Summer in the Stage Lights Camp, Arts-in-Education residency programs, an internship program, scholarship awards, and a donation program. The organization was founded in 1968 by Rosetta LeNoire and is now in its 55th year.

Differentiator

Problem solved

Functional benefit

Brands

• The Rosetta LeNoire Musical Theatre Academy: Transformative musical theatre performance and training program enrolling up to 30 culturally and economically diverse young people ages 12-18 in all-day classes and rehearsals on Saturdays from mid-October through mid-May.
• The Amas Studio
• Amas Lab Series
• Amas Workshop
• Amas Mainstage Program

Products and services

• Amas Lab Series Staged readings featuring outstanding New York talent interpreting roles and songs in 29 or 39 hours of concentrated rehearsal and performance. Labs are presented on a bare stage with performers on script at music stands, emphasizing story and songs with minimal staging. For new musical creators and theatre audiences.
• Amas Workshop Workshop productions that rehearse for two to three weeks with increased production values. Performers are off book, in costume, and choreography is introduced into musical numbers. For new musical creators and theatre audiences.
• Amas Mainstage Program Fully produced Off-Broadway premieres, most being world premieres, running for five to eight weeks. Productions are reviewed by critics and are eligible for Lucille Lortel, Off-Broadway Alliance, Obie, Calloway, and Drama Desk nominations and awards. For theatre audiences, ticket buyers, and new musical creators.
• Amas Studio Rental Flexible studio space at 630 Ninth Avenue, Suite 1400, New York, NY, measuring 18 X 42 feet (756 sq ft) with wood dance floor, upright piano, and city views. Available for theatre rehearsals, performances, classes, fitness sessions, weddings, and photo/video shoots with hourly or daily rental rates. For theatre companies, fitness instructors, event planners, photographers, and videographers.
• The Rosetta LeNoire Musical Theatre Academy Transformative musical theatre performance and training program enrolling up to 30 culturally and economically diverse young people ages 12-18 in all-day classes and rehearsals on Saturdays from mid-October through mid-May. Students study with theatre professionals in acting, singing, dance, creative writing and stagecraft, culminating in a two-week fully produced Off-Broadway musical. 60% of students receive full or partial scholarships. For culturally and economically diverse youth ages 12-18 and their families.
• Summer in the Stage Lights Camp Summer camp program running July 28 - August 8, 2025, Mondays through Fridays, 9:00 AM - 5:00 PM. Broadway-focused training in acting, singing, and dancing with masterclasses from Broadway and National Tour artists, museum visits, and a musical revue performance. For young people interested in musical theatre, aspiring performers or enthusiastic hobbyists.
• Arts-in-Education In-School and After-School Programs Residency programs designed for students with disabilities, limited English proficiency, gifted students, and educationally disadvantaged students. Programs include The Immigration Experience, Broadway Babies, Lens on Live Theatre, Living Museum, Our America, Passport Around the World, Urban Mythography, and After School programs. For NYC public and private schools seeking arts integration aligned with curriculum standards.
• Internship Program Flexible internship opportunities for high school and college-level students ranging from 4 to 32 hours per week in arts administration, technical/production, and education programming. Stipends are generally available. For prospective interns seeking arts administration experience.
• Eric H. Weinberger Emerging Librettists Scholarship Award Scholarship award endowed in 2021 for emerging librettists in commemoration of Wanda's World playwright Eric H. Weinberger (1950-2017), made possible by a gift from Steve Sagman. For emerging musical theatre librettists.
• Donation Program Tax-deductible donation program supporting the New Musical Development Fund. Donation tiers include $5,000 for Workshop Production sponsorship, $1,000 for Rehearsal space, and $600 for one week of artist salary. For individual donors, foundations, and corporate sponsors.

Quantifiable outcome

• 60% of students receive full or partial scholarships
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Atlantic Theater Company: Off-Broadway nonprofit producing new plays and musicals with an associated arts-in-education program for NYC youth. Comparable in production model and education programming.
• New York Theatre Workshop: Off-Broadway nonprofit in NYC that develops and produces new plays and musicals, including award-winning premieres. Highly comparable as a developer of new work with a similar institutional scale and mission focus.
• Second Stage Theater: Tony-winning Off-Broadway nonprofit that produces new plays and musicals and has transferred multiple productions to Broadway. Directly comparable in developing and premiering new musicals in NYC.
• Vineyard Theatre: Off-Broadway nonprofit known for developing new musicals (e.g., Avenue Q, Fun Home) and launching them to Broadway. Closely comparable new-musical development pipeline with similar scale.
• Manhattan Theatre Club: Off-Broadway nonprofit producing new plays and musicals at the Samuel J. Friedman Theatre and NY City Center. Comparable in producing new musicals and operating educational programming in NYC.
• National Black Theatre: NYC-based multi-ethnic theater company producing new works rooted in Black culture. Strongly comparable diversity-focused mission and Off-Broadway production model.
• Signature Theatre: Off-Broadway nonprofit in NYC that produces new work and has developed multiple musicals. Comparable mission-driven production model and resident-artist approach.
• The New Group: Off-Broadway nonprofit producing new plays and musicals with education and community programs. Comparable in scale, NYC focus, and new work development.
• Classical Theatre of Harlem: NYC nonprofit theater producing work that engages diverse audiences and offers educational programs for youth. Comparable minority-focused mission and education arm.

Others

• Theatre Development Fund: NYC nonprofit that supports theater access through ticketing programs and education. Comparable as a NYC arts nonprofit serving diverse audiences, though not a direct producing competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AmasMusicalThtr
• YouTubeyoutube.com/results?search_query=amas+musical+theatre
• Facebookfacebook.com/Amas-Musical-Theatre-135405093287281
• Instagraminstagram.com/amasmusicaltheatre

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 Amas Musical Theatre