What Aurora Theatre does

Aurora Theatre is a 501(c)(3) nonprofit professional theatre company founded in 1996 by Ann-Carol Pence and Anthony Rodriguez. Operating as the resident company and facility manager of the Lawrenceville Arts Center in Lawrenceville, Georgia, Aurora produces Broadway-level plays and musicals across five performance venues, including the 500-seat Clyde & Sandra Strickland Grand Stage and the 250-seat Metro Waterproofing MainStage. The programming slate spans a Signature Series, Children's Playhouse, Presenting Series (concerts/tributes), Family Series, plus specialized offerings including Teatro Aurora (Atlanta's only professional Spanish-language theatre) and Lawrenceville Ghost Tours.

Revenue is generated across multiple streams: season subscriptions (Premium/Standard/Box tiers ranging $187-$283 per ticket), individual ticket sales ($7 children's shows to $39+ premium events), the TIXSTER young-adult membership program, group sales, education programming (Aurora Academy camps and classes at $325-$675; Learning Library field trips at $6-$7 per student), concessions, individual donations, and corporate sponsorships. Major funding partners include Bank of America, the City of Lawrenceville, Gwinnett County, Georgia Council for the Arts, Arts Midwest, the National Endowment for the Arts, and the Shubert Foundation. The organization's growth is structurally tied to its public-private partnership model where the city owns the facility and Aurora manages operations and programming.

Aurora serves a broad audience across Gwinnett County and Northeast Georgia, including season subscribers, K-12 school groups (~12,000 students annually), young professionals (TIXSTER), families with children ages 5-18, corporate sponsors, and military families through the Blue Star Theatres program. The Apprentice Company (a paid year-long intensive with $300 weekly stipend) and Aurora Academy serve as a talent and audience development pipeline, contributing to the 700+ events produced annually across the venue complex.

Name

Aurora Theatre

Legal name

Aurora Theatre

Website

https://auroratheatre.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Aurora Theatre is a 501(c)(3) nonprofit professional theatre company and resident company of the Lawrenceville Arts Center in Lawrenceville, Georgia, producing Broadway-level plays, musicals, children's programming, Spanish-language theatre, and education programs for Gwinnett County audiences.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Theatre

NAICS

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

SIC

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

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Touring Theatre Productions (MPAGABAC), Performing Arts (Acting, Improv, Theater) (EDAAAGAE)

Keywords

• Live theatre performances
• Performing arts education
• Youth theatre programs
• Theatre season subscriptions
• Community arts programming

Headquarters

HQ city

Lawrenceville

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, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Individual tickets to performances ranging from $7 for children's shows to $39+ for premium tribute acts. Season subscriptions provide bundled access to multiple shows at discounted rates.
2. Donations and Individual Giving: As a 501(c)(3) nonprofit, Aurora Theatre relies on individual donations, with Star Pass membership requiring $100+ tax-deductible contributions for enhanced subscriber benefits.
3. Sponsorships: Corporate sponsorships for productions, programs, and events. Signature Series Sponsorship and additional opportunities for Academy, Family Series, Presenting Series, and Apprentice Company.
4. Education Programs: Revenue from summer camps, classes, private lessons, and workshops for students ages 5-18, ranging from $325 for week-long camps to $675 for intensive 3-week programs.
5. Concessions: On-site food and beverage sales including wine, beer, soft drinks, and snacks during performances.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Aurora Theatre is a 501(c)(3) nonprofit professional theatre company that produces and presents live theatrical performances including Broadway plays, musicals, concerts, stand-up comedy, children's programs, and family-friendly productions across five venues at the Lawrenceville Arts Center. The company also offers performing arts education through the Aurora Academy (camps and classes), the year-long paid Apprentice Company for emerging artists, and specialty programming such as Teatro Aurora (Spanish-language theatre) and Lawrenceville Ghost Tours.

Product overview

Aurora Theatre is a professional theatre company operating as a single unified venue with multiple programming streams rather than a platform-plus-modules architecture. The company's core offerings include the Signature Series (mainstage Broadway-caliber plays and musicals), Children's Playhouse (family-friendly 45-minute productions), Presenting Series (special events and tributes), and Family Series. Supporting these are education programs including Aurora Academy (summer camps and classes for ages 6-19), the Apprentice Company (year-long paid intensive for emerging artists), and specialty offerings such as Teatro Aurora (Spanish language theatre) and Lawrenceville Ghost Tours. The company also offers season subscriptions, the TIXSTER young audience membership program, and venue rentals for events.

Differentiator

Problem solved

Functional benefit

Brands

• Lawrenceville Arts Center: The facility housing Aurora Theatre, a world-class performing arts center with five venues.
• Aurora Theatre Academy
• Aurora Children's Playhouse
• Teatro Aurora
• Lawrenceville Ghost Tours

Products and services

• Signature Series Mainstage theatrical productions featuring Broadway plays and musicals for general audiences, forming the core season lineup. Includes Season 31 shows such as Annie, Christmas Canteen, Misery, Lady Disdain, and Frozen.
• Children's Playhouse Family-friendly theatrical productions and performances designed for young audiences, featuring 45-minute shows with puppeteers, magicians, storytellers, and musicians. Tickets $7 per person.
• TIXSTER Free membership program for theatregoers ages 16-35 offering $15 tickets to signature shows and 2 tickets per show. Designed to introduce young professionals to live theatre affordably.
• Season Subscription Season ticket packages providing access to all Signature Series shows with benefits including 2 free exchanges, 1 free switch pass, and priority seating. Available in Premium ($236.80), Standard ($186.95), and Box ($283.44) tiers.
• Apprentice Company Paid year-long intensive professional development program for emerging artists with concentrations in Acting, Costuming, Stage Management, and Technical Theatre. Includes a $300 weekly stipend.
• Aurora Academy Classes & Camps Summer camps and classes for students ages 6-19 covering acting, musical theatre, dance, and film. Includes Dogman, Seussical Kids, Film Acting/Production, Triple Threat Boot Camp, FUNdamentals Performance Camp, and Dance Intensive.
• Presenting Series Special events and tribute performances including Sweet Baby James: The #1 James Taylor Tribute and the Apprentice Company Showcase.
• Family Series Productions suitable for families including Imaginations at Play for ages 0-5 and summer camp performance showcases.
• Lawrenceville Ghost Tours Metro Atlanta's top haunted attraction offering ghost tours in the Lawrenceville area.
• Teatro Aurora Atlanta's only professional Spanish language theatre production, serving the Hispanic and Latinx community.

Quantifiable outcome

• 12,000 Gwinnett County School children served annually through Learning Library field trips
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered major, core and minor.

• Arts MidwestmajorGTM or Marketing PartnerSeason sponsor providing regional arts support through grant funding and promotional partnerships.
• Bank of AmericamajorGTM or Marketing PartnerSeason sponsor providing financial support and employee volunteer programs.
• City of LawrencevillecoreStrategic or Co-development PartnerCore public-private partnership. City purchased 100-year-old church and partnered with Aurora Theatre to create $7.5 million theatre complex. City owns building; Aurora Theatre manages and maintains facilities. The Lawrenceville Arts Center serves as cornerstone for downtown revitalization.
• Explore GwinnettmajorGTM or Marketing PartnerSeason sponsor and tourism promotion partner for Gwinnett County arts.
• Georgia Council for the ArtsmajorGTM or Marketing PartnerState arts council providing grant funding and promotional support.
• Gwinnett CountymajorGTM or Marketing PartnerCounty government sponsor providing financial support and recognition.
• Lawrenceville Arts CentercoreStrategic or Co-development PartnerShared facility with Aurora Theatre as resident company and manager. Five venues hosting performances and community events.
• Georgia Gwinnett CollegeminorStrategic or Co-development PartnerEducational collaborator providing partnership opportunities and student involvement.
• Central Gwinnett High SchoolminorStrategic or Co-development PartnerEducational collaborator with theatre conservatory program.
• Blue Star FamiliesminorGTM or Marketing PartnerBlue Star Theatres program providing military discounts and recognition for active duty personnel and families.
• Theatre Communications GroupminorGTM or Marketing PartnerNational organization managing the Blue Star Theatres program.
• Hampton Inn LawrencevilleminorGTM or Marketing PartnerPreferred hotel partner located 3.5 miles from downtown Lawrenceville, convenient to theatre.
• Downtown Lawrenceville RestaurantsminorGTM or Marketing PartnerMultiple local restaurants (Perry St. Chophouse, Truck & Tap, Cosmos Pizza, D'Floridian, Dominick's, Foggy Bottom BBQ, La Cazuela, Local Republic, McCray's Tavern, Oyster Bay, Universal Joint, Scrum-did-dly-ump-tious) featured for pre-show dining recommendations.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Synchronicity Theatre: Atlanta-based professional theatre producing a season of plays with strong education and new-work development programs. Comparable nonprofit structure, subscriber model, and shared freelance production talent pool.
• Atlanta Lyric Theatre: Metro Atlanta musical theatre company producing a full season of musicals. Direct competitor for musical-theatre audiences, production staff, and regional subscribers within driving distance of Lawrenceville.
• Theatrical Outfit: Downtown Atlanta professional theatre producing a season of plays and musicals with subscription ticketing. Comparable in scale, programming model, and reliance on Atlanta metro patrons and corporate sponsors.
• Georgia Ensemble Theatre: Roswell, GA-based professional theatre producing a season of plays and musicals. Geographic peer in the north-metro Atlanta region; competes for Gwinnett-area subscribers and family audiences.
• Actor's Express: Intimate Atlanta professional theatre producing contemporary and new plays with a subscription model. Comparable production scale, talent pool, and subscription-driven nonprofit economics.
• Horizon Theatre Company: Intimate professional Atlanta theatre producing a multi-show season with strong education and new-work focus. Overlapping subscriber base, sponsor pool, and freelance talent pool with Aurora.
• Alliance Theatre: Atlanta's flagship professional regional theatre, also a 501(c)(3) producing Broadway-scale plays and musicals with deep education programming. Direct competitor for talent, subscribers, and corporate sponsors in the Atlanta metro.
• Serenbe Playhouse: Atlanta-area professional theatre producing site-specific and outdoor productions. Comparable in mission and production-driven nonprofit model; competes for regional subscribers and ticket buyers in the south-metro area.

Emerging players

• Center for Puppetry Arts: Atlanta-based nonprofit producing family programming including puppetry and theatre. Comparable in family-segment programming, education outreach, and field-trip audience that overlaps with Aurora Children's Playhouse.

Broad incumbents

• Fox Theatre (Atlanta): Iconic 4,600-seat Atlanta performing arts venue presenting touring Broadway, concerts, and special events. Larger-scale incumbent competing for the same Atlanta metro live-entertainment spend and corporate sponsorships.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/auroratheatre
• YouTubeyoutube.com/user/AuroraTheatreVideo
• Facebookfacebook.com/AuroraTheatre
• LinkedInlinkedin.com/company/aurora-theatre
• Instagraminstagram.com/aurora.theatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Aurora Theatre