Herberger Theater Center
The Herberger Theater Center is a non-profit performing arts center in downtown Phoenix that operates three venues, presents shows, hosts resident companies including Arizona Opera and Childsplay, and serves arts audiences, families, and community partners through ticketing, sponsorships, and youth education programs.
- Company typePrivate
- Founded1989
- HeadquartersPhoenix, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Herberger Theater Center does
The Herberger Theater Center is a non-profit performing arts center founded in 1989 and headquartered at 222 East Monroe Street in downtown Phoenix, Arizona. It operates multiple purpose-built venues — Center Stage, Kax Stage, and Stage West — together with lounges, galleries, and outdoor spaces, functioning simultaneously as a presenting house, a venue manager for resident companies, and a community-facing arts incubator. Its core customers are split across general arts audiences, families and school groups, resident performing arts companies (Arizona Opera, Childsplay, iTheatre Collaborative, Arizona Theatre Company, Center Dance Ensemble), corporate sponsors, and individual donors.
Revenue is generated through a diversified non-profit stack: ticket sales and season subscriptions, individual donations and planned giving (including the Leadership Circle, Center Stage Society, Rising Stars Circle, and the 1000 Friends in 1000 Days campaign), corporate sponsorship, venue rentals, food and beverage at the Spotlight Bar, art gallery sales (with 30% of proceeds funding outreach), and government/foundation grants from the Phoenix Office of Arts & Culture, Arizona Commission on the Arts, and private foundations such as the Piper Foundation. Pricing is event-driven, with tickets typically ranging from roughly $11 (Lunch Time Theater) to $85 (Festival VIP), season subscriptions billed annually, and add-on VIP experiences priced individually.
The technical footprint is intentionally thin: ticketing runs through the third-party etix.com platform, with no proprietary technology, app, API, or AI/ML capability disclosed. Distribution combines a physical box office, online ticketing, season subscriptions, group sales, and venue-rental channels. The Herberger serves as home venue for multiple resident companies and runs recurring signature programming (Spotlight Series, Lunch Time Theater, First Friday Live, Performance Pop-Ups, Arizona Young Artists' Competition, and the Plated & Staged fundraiser), while increasingly acting as a co-presenter of world and Arizona premieres such as Mad Hatter The Musical, Islander, and The Woman in Black.
Herberger Theater Center firmographics
Firmographics- Name
- Herberger Theater Center
- Legal name
- Herberger Theater Center
- Website
- https://herbergertheater.org
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Herberger Theater Center is a non-profit performing arts center in downtown Phoenix that operates three venues, presents shows, hosts resident companies including Arizona Opera and Childsplay, and serves arts audiences, families, and community partners through ticketing, sponsorships, and youth education programs.
- Ownership category
- akta.pro rank
Herberger Theater Center industry classification
Industry- Product category
- Performing Arts Venue & Live Entertainment
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)
- 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 & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)
Keywords
Where Herberger Theater Center is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Herberger Theater Center business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Ticket Sales: Revenue from single tickets and subscriptions for performances across Center Stage, Kax Stage, and Stage West venues
- Donations and Fundraising: Individual donations through various programs including Leadership Circle, Center Stage Society, Rising Stars Circle, Planned Giving, and the 1000 Friends in 1000 Days campaign. The Plated & Staged annual fundraiser has raised over $1 million since 2016.
- Corporate Sponsorship: Corporate sponsorship programs including title sponsors, event sponsors, and community partners
- Membership Programs: Annual membership programs offering benefits to supporters
- Venue Rentals: Rental of theater spaces and lounges for events
- Food and Beverage: Spotlight Bar food and beverage service during events
- Art Gallery Sales: Art gallery sales with 30% of proceeds supporting outreach and education programs
- Government and Foundation Grants: Support from Phoenix Office of Arts & Culture, Arizona Commission on the Arts, and private foundations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Lunch Time Theater tickets for Post 41 |
| One time/ perpetual license | Pay-as-you-go | Mariachi & Folklorico Festival tickets |
| One time/ perpetual license | Pay-as-you-go | EleMenTrio performance tickets |
| One time/ perpetual license | Pay-as-you-go | MOVE Dance Festival tickets |
| Unit Pricing | Pay-as-you-go | Islander experience add-ons |
| Unit Pricing | Pay-as-you-go | Mad Tea Party VIP Experience |
| Subscription | Annual | Season Subscriptions |
| One time/ perpetual license | Pay-as-you-go | Art Gallery Exhibits |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Herberger Theater Center product offering
Product offeringCore offering
Herberger Theater Center is a nonprofit performing arts center that operates multiple performance venues (Center Stage, Kax Stage, and Stage West) in downtown Phoenix, presenting and hosting live theater, music, dance, and cultural productions. It also runs community programs such as Lunch Time Theater, First Friday Live, Performance Pop-Ups, the Arizona Young Artists' Competition, and SPARK youth arts education, alongside venue rentals, art gallery exhibitions, and food and beverage service.
Differentiator
Problem solved
Functional benefit
Brands
- SPARK (Strengthening Potential Through Arts, Resilience & Knowledge): A youth arts education and outreach program providing arts experiences to children from low-income and diverse communities.
Products and services
- Spotlight Series Season Subscriptions
- Lunch Time Theater
- First Friday Live
- Performance Pop-Ups
- Festival of the Arts
- Arizona Young Artists' Competition
- Art Gallery Exhibits and Sales
- Plated & Staged Annual Fundraiser
- Venue Rentals
- Spotlight Bar Food & Beverage
- SPARK Youth Arts Education Program
- Mariachi & Folklorico Festival
- Mad Hatter The Musical
- Islander (Arizona Premiere)
- The Woman in Black (Arizona Premiere)
Quantifiable outcome
- Served 5 million+ patrons including 350,000+ school-aged children since 1989
- +2 more outcomes
Companies that use Herberger Theater Center
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Herberger Theater Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Herberger Theater Center partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Arizona MusicfestcoreCo-producing Broadway musical concert experiences including South Pacific, Man of La Mancha, and Ragtime with Musicfest Pops Ensemble and Broadway talent
- Valley Youth TheatrecoreYouth theater company producing Shrek the Musical and other family-friendly productions at the Herberger Theater Center, providing performance opportunities for young actors
- Kids in FocusminorPartnership for photography exhibit showcasing artwork of 20 talented young photographers ages 10-14 from the Kids in Focus After School Program, with proceeds supporting youth arts education
- The Rose GardenminorVIP partnership for Mad Tea Party experience offering themed cocktails and delectable treats for Mad Hatter The Musical patrons, enhancing the audience experience
- C.A.L.L.E. de ArizonacoreCo-presenting annual Mariachi & Folklórico Festival celebrating Mexican culture through vibrant music and dance performances featuring world-renowned Mariachi bands and folklorico dancers from Ballet Folklorico Quetzalli-AZ
- Arizona OperacoreResident performing arts company utilizing Herberger Theater Center as home venue for opera productions
- Childsplay TheatrecoreResident performing arts company utilizing Herberger Theater Center as home venue for children's theater productions
- iTheatre CollaborativecoreResident performing arts company utilizing Herberger Theater Center as home venue for collaborative theater productions
- Arizona Theatre CompanycoreMajor resident theater company and partner on initiatives like Hang & Focus Live podcast, representing a significant component of the theater's programming
- Order Chaos Theater CompanyminorResident theater company providing experimental and alternative performances at the Herberger
- Center Dance EnsemblecoreFounding resident company (founded by Frances Smith Cohen) and partner in Arizona Young Artists' Competition, distributing over $80,000 in scholarships to rising artists
- Arizona Broadway TheatrecorePartner in Arizona Young Artists' Competition and co-productions such as Sweeney Todd, supporting musical theater talent development
- Gila River Indian CommunityminorTitle sponsor for Islander musical production, supporting the Arizona premiere of the Edinburgh Fringe Award-winning show
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Herberger Theater Center competitors and assessment
Company assessmentDirect peers
- Mesa Arts Center: Mesa Arts Center is a four-venue performing arts campus in Mesa, Arizona that directly competes with Herberger for Phoenix-metro audiences, resident companies, touring productions, and corporate sponsorships in the same regional market.
- ASU Gammage: ASU Gammage is a major Frank Lloyd Wright-designed performing arts venue in Tempe, Arizona that competes for Broadway tours, large-scale productions, and the same downtown-Arizona audience pool as Herberger Theater Center.
- Chandler Center for the Arts: Chandler Center for the Arts is a single-venue performing arts center serving the Southeast Phoenix-metro suburb of Chandler, competing for family and youth programming, touring productions, and resident-company placements.
- Scottsdale Center for the Performing Arts: Scottsdale Center for the Performing Arts is a multi-stage presenting venue in Scottsdale, Arizona that competes for touring productions, corporate event rentals, and affluent Phoenix-metro arts patrons overlapping with Herberger's audience.
- Phoenix Theatre Company: Phoenix Theatre Company is one of the oldest continuously operating community theaters in the U.S., producing mainstage seasons in the Phoenix metro and competing for the same subscribers, donors, and resident-company slots as Herberger.
- Orpheum Theatre Phoenix: The historic Orpheum Theatre in downtown Phoenix is a competing performing arts venue hosting touring concerts, comedy, and theatrical productions within walking distance of Herberger, drawing from the same downtown foot traffic.
- Tempe Center for the Arts: Tempe Center for the Arts is a municipally operated two-venue performing arts facility in Tempe competing for Phoenix-metro audiences and presenting-series programming similar to Herberger's Spotlight Series.
- Celebrity Theatre: Celebrity Theatre is a round, in-the-round dinner theater venue in Phoenix hosting touring concerts, Broadway-style productions, and comedy acts, competing with Herberger for ticketed entertainment audiences in the same metro.
Broad incumbents
- Arizona Theatre Company: Arizona Theatre Company is the state's only resident professional theater company, operating statewide with Herberger as a home venue. As both a programming partner and broader statewide brand, it competes for donor dollars and subscription audiences across Arizona.
Regional players
- Fox Tucson Theatre: Fox Tucson Theatre is a restored historic performing arts venue in Tucson, Arizona offering comparable presenting, rental, and ticketed programming to Herberger but serving the Southern Arizona market rather than direct Phoenix overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Herberger Theater Center social profiles
Digital presenceHerberger Theater Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
Herberger Theater Center leadership team
Management profileNumber of profiles
Profiles17 records
Herberger Theater Center funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Herberger Theater Center M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Herberger Theater Center
What does Herberger Theater Center do?
Herberger Theater Center is a nonprofit performing arts center that operates multiple performance venues (Center Stage, Kax Stage, and Stage West) in downtown Phoenix, presenting and hosting live theater, music, dance, and cultural productions. It also runs community programs such as Lunch Time Theater, First Friday Live, Performance Pop-Ups, the Arizona Young Artists' Competition, and SPARK youth arts education, alongside venue rentals, art gallery exhibitions, and food and beverage service.
Is Herberger Theater Center a public or private company?
Herberger Theater Center is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Herberger Theater Center founded?
Herberger Theater Center was founded in 1989. It employs 11 to 50 people.
Where is Herberger Theater Center based?
Herberger Theater Center is headquartered in Phoenix, United States, in the North America region.
How does Herberger Theater Center make money?
Eight revenue lines are on record. Ticket Sales are the primary driver. The others are donations and Fundraising, corporate Sponsorship, membership Programs, venue Rentals, food and Beverage, art Gallery Sales and government and Foundation Grants.
Who are Herberger Theater Center's main competitors?
Direct peers on record are Mesa Arts Center, ASU Gammage, Chandler Center for the Arts, Scottsdale Center for the Performing Arts, Phoenix Theatre Company, Orpheum Theatre Phoenix, Tempe Center for the Arts and Celebrity Theatre. Arizona Theatre Company is listed as a broad incumbent. Fox Tucson Theatre is listed as a regional player.
Does Herberger Theater Center have an API?
No public API is recorded for Herberger Theater Center.
What industry is Herberger Theater Center in?
Herberger Theater Center's product category is Performing Arts Venue & Live Entertainment. Its primary akta.pro industry code is MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking), with a secondary code of MPAGALAB, Theater & Performing Arts Venue Operations (Playhouses, Opera Houses). Its NAICS code is 71131 and its SIC code is 7900.