What ASU Gammage does

ASU Gammage is a Frank Lloyd Wright-designed performing arts venue operated by Arizona State University in Tempe, Arizona, and one of only three theaters Wright designed. Founded in 1964 and reopened after renovations in 2017, the venue presents a Broadway touring series in partnership with Broadway Across America alongside a Beyond series of curated dance and cultural performances, serving approximately 500,000 patrons annually in the Phoenix metropolitan area. Programmed content for the 2026-2027 season includes Disney's Beauty and the Beast, Phantom of the Opera, Water for Elephants, The Outsiders, Operation Mincemeat, BOOP!, Buena Vista Social Club, The Sound of Music, and Death Becomes Her, plus Dance Theatre of Harlem's Firebird in the Beyond series.

The business operates a multi-stream revenue model: individual and group ticket sales (distributed through Ticketmaster and a dedicated box office), season subscriptions, an eight-tier VIP Donor Club ranging from $150 to $25,000+ annually, corporate sponsorships (Desert Financial Credit Union, APS, George Brazil, and foundation partners), venue rentals for private events in the Promenade, galleries, and Love Lobby, and concessions/catering. Customer segments span Broadway enthusiasts, ASU students and faculty, K-12 school groups (including Title I programs such as Kaleidoscope and Disney Musicals in Schools), corporate and private event clients, and military families.

ASU Gammage sits within ASU's Division of Cultural Affairs under Executive Director and ASU Vice President for Cultural Affairs Colleen Jennings-Roggensack, who also oversees the ASU 365 Community Union, Mountain America Stadium, and Desert Financial Arena for non-athletic activities. The organization is supported by an 11-person leadership team spanning marketing, development, audience services, facilities, programs, and event operations, and is publicly affiliated with ASU — ranked #1 in the U.S. for innovation by U.S. News & World Report for five consecutive years (2016-2020). Revenue figures are not publicly disclosed, consistent with the venue's position as a non-profit unit of a public university.

Name

ASU Gammage

Legal name

Arizona State University

Website

https://asugammage.com

Company type

Public

Founded year

1964

Operating status

Operating

Headcount range

101–250 employees

Short description

ASU Gammage is a Frank Lloyd Wright-designed performing arts venue at Arizona State University that presents Broadway touring productions, dance, and cultural programming to approximately 500,000 patrons annually in the Phoenix metropolitan area, supported by ticketing, sponsorships, and an eight-tier VIP Donor Club.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), University & Educational Venue Operations (Auditoriums, Campus Arenas) (MPAGALAI), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Live performing arts
• Broadway touring presentations
• Theatrical venue rentals
• Arts education programs
• Cultural event presenting

Headquarters

HQ city

Tempe

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, Supply Chain, Others

Revenue model

1. Ticket Sales: Primary revenue through individual show tickets and season subscriptions sold via box office and Ticketmaster
2. VIP Donor Club Memberships: Annual donations at various tiers ($150 to $25,000+) that provide priority seating, lounge access, and exclusive events
3. Sponsorships: Corporate sponsorships from major partners including Desert Financial Credit Union, APS, George Brazil Plumbing and Electrical, and various foundations
4. Facility Rentals: Private event rentals including receptions, meetings, award ceremonies, and pre/post-show gatherings in spaces like the Promenade, Kathryn Gammage Gallery, and Richard S. and Rae Love Lobby
5. Concessions and Catering: Food and beverage sales during events

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

ASU Gammage operates a Frank Lloyd Wright-designed performing arts venue on the Arizona State University campus in Tempe, Arizona, presenting Broadway touring productions, dance, and cultural performances. Its core offerings consist of individual show tickets, Broadway season ticket subscriptions, and the Beyond Series of cultural performances, supported by group sales, VIP Donor Club memberships, venue rental for private events, concessions and catering, and educational school and community programs.

Product overview

ASU Gammage is a Frank Lloyd Wright-designed performing arts venue at Arizona State University that presents a unified offering centered around its Broadway and Beyond performance series. The core products consist of Broadway Season Tickets and Individual Show Tickets granting access to touring Broadway productions and cultural performances. Supporting offerings include VIP Donor Club memberships with priority seating benefits, Venue Rentals for private events, and educational Community and School Programs that provide arts access to children and adults throughout Arizona. The venue's 2026-2027 Broadway Season includes productions such as Disney's Beauty and the Beast, Phantom of the Opera, Water for Elephants, The Outsiders, Operation Mincemeat, BOOP!, Buena Vista Social Club, The Sound of Music, and Death Becomes Her, while the Beyond Series features dance and cultural performances.

Differentiator

Problem solved

Functional benefit

Products and services

• Broadway Season Tickets Season ticket packages granting access to the full 2026-2027 Broadway season lineup at ASU Gammage, providing priority seating and discounts for individual theater-goers.
• Individual Show Tickets Single-show tickets for individual Broadway and Beyond performances at ASU Gammage, sold via Ticketmaster and the on-site box office to general public attendees.
• Group Tickets Discounted ticket packages for groups of 10 or more attending ASU Gammage performances, handled through a dedicated group services number.
• VIP Donor Club Memberships Annual donor membership program starting at $150 with multiple tiers up to $25,000+, providing priority seating, VIP lounge access, behind-the-scenes events, reserved parking, and exclusive gatherings.
• Venue Rentals Rental of the Frank Lloyd Wright-designed ASU Gammage facility for private events including receptions, concerts, meetings, award ceremonies, and pre- or post-show gatherings, in spaces such as the Promenade, Kathryn Gammage Gallery, and Richard S. and Rae Love Lobby.
• School Programs Educational programs for K-12 students and teachers including High School Musical Theatre Awards, Kaleidoscope, Performances for Students, School to Work, Tech Tours, Disney Musicals in Schools, and ASU Gammage at JA BizTown.
• Community Programs Cultural participation programs for the broader community including Camp Broadway, Open Rehearsals, The Gammage Residency, Journey Home, Military Family First Nights, and EXPRESSIONS at ASU Gammage.
• Beyond Series Performances Non-Broadway performances and cultural events in the BEYOND series, including dance presentations such as Firebird by Dance Theatre of Harlem, broadening programming beyond touring Broadway.
• Concessions and Catering Services Food and beverage offerings sold on-site during performances, including dinner-and-show packages and event catering for venue rentals.

Quantifiable outcome

• Serves approximately 500,000 patrons annually

Segments5 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Broadway Across America ArizonacoreChannel Partner/ Reseller/ DistributorBroadway Across America Arizona is the primary booking partner for Broadway touring productions at ASU Gammage. Shows are presented as part of the Broadway Across America series.
• Dance Theatre of HarlemminorStrategic or Co-development PartnerDance Theatre of Harlem performs at ASU Gammage as part of the BEYOND series, bringing their signature Firebird production and other works to Arizona audiences.
• Arizona State UniversitycoreStrategic or Co-development PartnerASU Gammage is operated by Arizona State University as part of its cultural affairs division. The venue is managed under the leadership of ASU Vice President for Cultural Affairs Colleen Jennings-Roggensack and supports ASU's commitment to excellence, access, and impact.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Texas Performing Arts (UT Austin): University-affiliated presenting organization at the University of Texas at Austin operating multiple venues for Broadway touring, dance, and cultural programming. Closest analogue as a flagship university Broadway presenter.
• Mesa Arts Center: Mesa, Arizona-based multi-venue performing arts complex presenting Broadway touring productions, dance, comedy, and family programming to the Phoenix metro. Most direct local competitor with overlapping Broadway subscription model and similar target audience.
• Wharton Center (Michigan State University): Michigan State University's multi-venue presenting complex in East Lansing with Broadway tours, dance, and family programming. Mirrors the university-affiliated Broadway presenter model with comparable scale.
• Pikes Peak Center for the Performing Arts: Colorado Springs presenting venue operating as a Broadway touring stop with comparable mid-size market dynamics, season subscription model, and patron scale to ASU Gammage.
• Blumenthal Performing Arts: Charlotte, NC-based non-profit operator of multiple venues (Belk Theater, Knight Theater, Booth Playhouse) presenting Broadway tours and cultural programming. Comparable multi-venue Broadway presenter business model and donor/subscription mix.
• Indiana University Auditorium: Indiana University Bloomington's presenting venue for Broadway touring shows and cultural performances at scale comparable to ASU Gammage. Closely analogous university Broadway presenter with similar audience development role.
• Arizona Financial Theatre: Downtown Phoenix venue presenting Broadway tours and concerts, sharing the same Phoenix metro Broadway market as ASU Gammage and competing for the same touring productions and audience.
• Celebrity Theatre: Phoenix-based theater-in-the-round presenting Broadway touring shows, concerts, and family programming in the Phoenix metro area. Competes directly for the same Broadway-tour routing and discretionary entertainment dollar.
• Orpheum Theatre (Phoenix): Historic downtown Phoenix theater presenting Broadway tours and concerts, sharing the same metro market and overlapping Broadway subscription audience as ASU Gammage.

Others

• Broadway Across America: National Broadway touring producer and booking partner that presents tours across U.S. markets including at ASU Gammage. Channel partner rather than direct competitor - controls tour routing decisions that materially shape ASU Gammage's content slate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asugammage
• Facebookfacebook.com/ASUGammageFan

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 ASU Gammage