The Palace Theatre

What The Palace Theatre does

The Palace Theatre is a historic 1,367-seat performing arts venue located in downtown Greensburg, Pennsylvania, owned and operated by the Westmoreland Cultural Trust, a nonprofit organization. Originally opened on September 2, 1926 as the Manos Theatre, the venue has hosted a century of live entertainment including performances by The Dalai Lama, Ella Fitzgerald, The Beach Boys, Wayne Newton, Tom Jones, George Carlin, Bernadette Peters, 'Weird Al' Yankovic, Wiz Khalifa, Kenny Rogers, and Blue Man Group. It is positioned as the venue offering the widest variety of live entertainment in the Laurel Highlands region of Western Pennsylvania, with programming spanning concerts, comedy, family shows, community events, and theatrical performances across genres including art, blues, Christian, country, folk, pop, rock, and world music.

The Palace Theatre's operations rest on a Salesforce-based online ticketing platform integrated with dedicated iOS and Android mobile applications (InstantEncore-powered), complemented by a traditional physical box office open Monday through Friday. Revenue is generated through four primary streams: ticket sales (transaction-based, event-dependent pricing), venue rentals for corporate and private events, donations and institutional giving (including legacy gifts), and gift cards and branded merchandise. The Trust also operates three additional properties — the Greensburg Garden Civic Center, the Stark/James Building, and the Union Trust Building — which are marketed as part of the same rental and events portfolio, alongside The Academy arts education program.

The organization serves three core customer segments: individual event attendees purchasing tickets for live entertainment (the primary segment), corporate and private event planners booking venue rentals, and educational institutions and community groups participating in programming through The Academy. The Trust relies on individual donations, corporate partnerships (including SSM Industries, Millie's, Sendell Motors, Levins Furniture, Daniels and Miller, J Corks, 3 Stone, and Kacin for 2025-2026), and foundation grants (Richard King Mellon Foundation, Allegheny Foundation, Pennsylvania Council on the Arts) to underwrite operations. The venue is preparing to celebrate its centennial in 2026 with a year-long program of special events, a time capsule, a symphony concert, and a grand gala, executed under a published 2025-2027 Strategic Plan.

Name

The Palace Theatre

Legal name

Westmoreland Cultural Trust

Website

https://thepalacetheatre.org

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

The Palace Theatre is a historic 1,367-seat performing arts venue in downtown Greensburg, Pennsylvania, owned by the nonprofit Westmoreland Cultural Trust. It serves Western Pennsylvania audiences with concerts, comedy, family shows, and community events through ticket sales, venue rentals, and donor-supported programming.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Theater Companies and Dinner Theaters (711110)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

akta.pro secondary industries

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Live entertainment venue
• Performing arts venue
• Event ticketing
• Venue rentals
• Concert hosting

Headquarters

HQ city

Greensburg

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, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from selling tickets to concerts, performances, and events at the 1,367-seat venue. Ticket sales handled through box office and online platform.
2. Venue Rentals: The facility is available for rental for private events, corporate functions, and community gatherings. The venue also manages additional properties including Greensburg Garden Civic Center, Stark/James Building, and Union Trust Building.
3. Donations and Institutional Giving: Individual donations, corporate partnerships, and legacy giving programs support the venue's operations and cultural initiatives.
4. Gift Cards and Merchandise: Sale of gift cards and branded apparel through the merchandise store.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

The Palace Theatre operates a 1,367-seat historic performing arts venue in downtown Greensburg, Pennsylvania, hosting the widest variety of live entertainment in the Laurel Highlands region, including concerts, comedy shows, family events, theatrical performances, and community programming. Revenue is generated through ticket sales (via box office, online, and mobile channels), venue rentals for private and corporate events, gift card and branded merchandise sales, and donations/institutional giving. The venue is owned and managed by Westmoreland Cultural Trust.

Product overview

The Palace Theatre operates as the primary venue within the Westmoreland Cultural Trust's portfolio of performing arts venues. The unified product offering centers on The Palace Theatre itself (a 1,367-seat historic venue in Greensburg, PA) supported by integrated ticketing services via Salesforce, venue rental opportunities, and community arts programming through The Academy. Additional venues under the Trust include Greensburg Garden & Civic Center, Stark/James Building, and Union Trust Building. The organization also offers gift cards and mobile ticketing as supplementary services.

Differentiator

Problem solved

Functional benefit

Brands

• The Academy: Community engagement and arts education programs offered by Westmoreland Cultural Trust.

Products and services

• The Palace Theatre Venue Historic 1,367-seat performing arts venue in downtown Greensburg, Pennsylvania, hosting the widest variety of live entertainment in the Laurel Highlands region, including concerts, comedy shows, family shows, theatrical performances, and community events. Open to individual ticket-buying patrons.
• Box Office and Ticketing Service

Quantifiable outcome

• Hosts widest variety of live entertainment in the Laurel Highlands region

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor.

• SSM IndustriesminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.
• Millie'sminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.
• Sendell MotorsminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.
• Levins FurnitureminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.
• Daniels and MillerminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.
• J CorksminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.
• 3 StoneminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.
• KacinminorGTM or Marketing PartnerCorporate partner for 2025-2026, supporting The Palace Theatre and Westmoreland Cultural Trust.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Overture Center for the Arts: Regional multi-venue performing arts center in Madison, WI, with comparable mix of historic and modern spaces operated by a nonprofit. Useful benchmark for multi-venue portfolio management.
• Shea's Performing Arts Center: Historic Buffalo, NY theater from 1920s operated as a nonprofit cultural trust presenting Broadway tours and concerts. Similar vintage, nonprofit structure, and regional market positioning.
• Palace Theatre (Columbus, OH): Historic Columbus, Ohio theater of similar vintage (1920s) operating as a nonprofit performing arts venue with comparable programming mix and capacity range. Useful operational benchmark.
• Proctor's Theatre (Schenectady, NY): Historic 1926-vintage Schenectady theater with similar capacity (~2,600) operated as a nonprofit presenting Broadway, concerts, and community events. Direct comparable in vintage, capacity range, and programming mix.
• Benedum Center for the Performing Arts: Pittsburgh Cultural Trust venue hosting Broadway tours, concerts, and family shows. Similar nonprofit trust structure and similar programming mix, competing for the same Western Pennsylvania market.
• Playhouse Square (Cleveland): Largest performing arts center in the U.S. outside of NYC, operating multiple historic theaters under a single nonprofit. Comparable multi-venue historic theater model in a similar mid-size Rust Belt market.
• Heinz Hall: Pittsburgh-based performing arts venue operated by Pittsburgh Cultural Trust hosting concerts, Broadway, and other live entertainment in a historic setting. Closest large-market peer; directly competes for regional audiences in Western Pennsylvania.
• Palace Theatre (Stamford, CT): Historic Stamford, CT performing arts venue of similar vintage operated as part of a downtown cultural district. Directly comparable in venue type, history, and nonprofit/community ownership model.
• Byham Theater: Historic ~1,300-seat Pittsburgh theater also operated by Pittsburgh Cultural Trust. Nearly identical capacity and programming profile to the Palace, making it a direct size and venue-type comparable.

Regional players

• The Strand Theatre (Hershey, PA): Historic regional performing arts venue in Hershey, PA, similarly operated as a nonprofit cultural trust with concerts, comedy, and community programming. Comparable venue size and mission in a different Pennsylvania region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sharer/sharer.php?u=https%3A%2F%2Fwestmorelandculturaltrust.org%2F
• Xx.com/palacepa

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Palace Theatre