The American Theatre Guild

What The American Theatre Guild does

The American Theatre Guild (ATG) is a 501(c)(3) nonprofit organization headquartered in Kansas City, Missouri, that presents touring Broadway productions in 14 U.S. markets, including Birmingham, Colorado Springs, Honolulu, Kansas City, Lubbock, Melbourne, Peoria, Riverside, Santa Barbara, South Bend, Thousand Oaks, Toledo, Long Beach, and Wichita. ATG describes itself as the largest not-for-profit touring Broadway presenter in the nation, generating revenue through tiered season memberships (Diamond through Bronze), individual ticket sales, group ticket sales for parties of 10 or more (corporate, student, military), and a sponsorship/donation program that funds its Staging the Future education initiative. Representative pricing on the Wichita 4-show season membership spans $208.40 (Bronze) to $414.80 (Diamond) per seat, with the Diamond tier inclusive of a $30 Staging the Future donation.

ATG's operations run on a Ticketmaster-integrated digital ticketing platform that handles season membership account management, automatic subscription renewal, and mobile wallet ticket delivery via Apple Wallet and Google Wallet. Authorized distribution includes Select-A-Seat for the Wichita market and eTix for the Toledo market, alongside physical box offices at partner venues such as Century II Concert Hall (Wichita) and Stranahan Theater (Toledo). The organization maintains a small paid staff of 11-50 employees, supplemented by unpaid internships and volunteer roles based in Kansas City. Its technology integration footprint is limited to conventional consumer web infrastructure: Ticketmaster, Google Analytics, Wufoo forms, Apple/Google Wallet, and Venmo for donations. No proprietary mobile app, public API, or developer-accessible platform is documented.

The business model pairs consumer-facing ticketing with mission-aligned programming. The Staging the Future program provides subsidized or free Broadway tickets to Title I schools and underserved community members, underwritten by tiered member donations and corporate sponsors including the PNC Foundation, Rockefeller Foundation, Mark Edelman Theater Fund, and Fairfield Inn & Suites. The go-to-market is sales-led: direct website sales, venue box offices, dedicated group sales representatives, and outreach via email newsletters, social media (Facebook, Instagram, TikTok), and press relations. Touring productions in the active pipeline include Hamilton (via the EduHam partnership with Gilder Lehrman Institute), Hadestown, Mrs. Doubtfire, Shucked, The Bodyguard, Water for Elephants, STOMP, and The Music Man, with 2025-26 and 2026-27 seasons already announced across Wichita and Toledo markets.

Name

The American Theatre Guild

Legal name

The American Theatre Guild

Website

https://americantheatreguild.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The American Theatre Guild is a 501(c)(3) nonprofit and the largest U.S. not-for-profit touring Broadway presenter, presenting Broadway productions across 14 markets through season memberships, individual and group ticket sales, and the Staging the Future education program.

Ownership category

akta.pro rank

Product category

Performing Arts Presenting

NAICS

Performing Arts Companies (7111), Other Performing Arts Companies (711190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Touring Theatre Productions (MPAGABAC)

akta.pro secondary industries

Theater, Musicals & Performing Arts (THAJAFAB), Theater & Performing Arts Ticketing (HSACALAC)

Keywords

• Broadway touring presentations
• Season subscriptions
• Live theater ticketing
• Performing arts education
• Group ticket sales

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Season Membership Subscriptions: Season membership packages sold annually providing access to multiple Broadway shows per season with locked-in pricing, priority seating, and exclusive benefits. Packages include tier levels (Diamond, Platinum, Gold, Silver, Bronze) with varying price points and benefits including premium seat fees and charitable donations to Staging the Future.
2. Individual Ticket Sales: Single-performance tickets sold to individual consumers through website, box office, and authorized ticket platforms. Prices vary by performance date, seating section, and include facility fees, processing fees, and service charges.
3. Group Ticket Sales: Discounted tickets sold to groups of 10 or more for corporate events, student groups, and military organizations. Includes flexible payment options with 25% deposit and balance due one month before shows.
4. Donations and Sponsorships: Donations to Staging the Future education program, corporate and event sponsorships, and venue partnerships. Diamond membership includes $30 donation per subscription to support the program.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

The American Theatre Guild presents Broadway touring productions across 14 U.S. markets through Season Membership subscriptions, individual performance ticket sales, and group ticket sales, supported by the Staging the Future education and community outreach program. Operations are powered by Ticketmaster-based digital ticketing with mobile wallet delivery and run through partnerships with venues such as Century II Concert Hall and the Stranahan Theater.

Product overview

The American Theatre Guild is a 501(c)(3) nonprofit organization and the nation's largest not-for-profit touring Broadway presenter, operating a multi-market platform for Broadway touring productions across 14 U.S. cities. The core offering consists of Season Memberships (subscription packages with secured seating and priority access) and Individual Show Tickets for Broadway productions in markets including Birmingham, Colorado Springs, Honolulu, Kansas City, Lubbock, Melbourne, Peoria, Santa Barbara, South Bend, Thousand Oaks, Toledo, and Wichita. Supporting products include Group Tickets for parties of 10+ with discounted pricing and dedicated support, the Staging the Future education program providing subsidized access for Title I schools and underserved communities, and Business Services for corporate sponsorship. The portfolio includes touring productions such as Water for Elephants, Hadestown, The Music Man, Clue, Mrs. Doubtfire, The Bodyguard, Shucked, STOMP, and others, with venues including Century II Concert Hall in Wichita and Stranahan Theater in Toledo. Ticket sales are powered by Ticketmaster with digital delivery via Apple Wallet and Google Wallet, and donations to the education program can be made through Ticketmaster and Venmo.

Differentiator

Problem solved

Functional benefit

Brands

• Staging the Future: A program created by The American Theatre Guild to provide students and underserved community members access to live theatre and educational opportunities.

Products and services

• Season Memberships Subscription packages granting secured seating for multiple Broadway touring productions across a season, with tiered pricing (Diamond, Platinum, Gold, Silver, Bronze), priority access, flexible exchanges, member benefits, automatic renewal, and payment plans for theatergoers across ATG's 14 markets.
• Individual Show Tickets Single-ticket purchases for specific Broadway touring productions and live entertainment events at partner venues across 14 markets, priced by performance date and seating section with facility fees, processing fees, and service charges included.
• Group Tickets Bulk ticket sales for parties of 10 or more with early access, discounted pricing, flexible payment options (25% deposit with balance due one month before shows), and dedicated group sales support for corporate groups, student groups, and military/veteran organizations.
• Staging the Future Education Program Education outreach program providing subsidized and fully funded tickets to Broadway shows for Title I schools and underserved community members, including master classes, study guides, and career exploration resources.
• Sponsorship Programs Corporate and organizational sponsorship opportunities for seasons, shows, and events with marketing collateral placement, website visibility, and event-specific collateral features for businesses seeking brand association with Broadway touring productions.
• Business Services Partnership and advertising opportunities for businesses to associate with Broadway touring productions in local markets, including venue-level marketing and sponsorship benefits.
• Mrs. Doubtfire (Broadway touring production) Tony-nominated musical based on the Robin Williams film about an out-of-work actor who disguises himself as a Scottish nanny to spend time with his children; recommended for ages 6 and up. Presented as a touring Broadway production in Wichita and other markets.
• The Bodyguard (Broadway touring production) Award-winning musical based on the 1992 Whitney Houston film, combining romantic suspense with chart-topping hits including 'I Will Always Love You' and 'Queen of the Night', featuring haze, fog, and strobe effects.
• Shucked (Broadway touring production) Tony Award-winning musical comedy featuring a Grammy-winning score about an unlikely hero and a battle for the heart and soil of Cob County; recommended for ages 10 and up with adult themes.
• Hadestown (Broadway touring production) Winner of eight 2019 Tony Awards including Best Musical and the 2020 Grammy Award for Best Musical Theater Album; Anais Mitchell's love story intertwining Orpheus and Eurydice with Hades and Persephone myths.
• STOMP (Broadway touring production) International percussion sensation celebrating 30 years on tour; eight-member troupe uses unconventional instruments including matchboxes, brooms, and garbage cans to create rhythms.
• Theatre Master Classes Video-based educational content covering directing, acting, choreography, audition preparation, stage presence, and behind-the-scenes careers in theatre, available on the organization's YouTube channel.

Quantifiable outcome

• Supports Broadway seasons in 14 markets nationwide
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Century II Concert HallcoreChannel Partner/ Reseller/ DistributorVenue partner and co-presenter for Broadway in Wichita series. Provides performance space and box office services for all Wichita Broadway productions.
• The StranahancoreChannel Partner/ Reseller/ DistributorVenue partner for Broadway in Toledo series. Provides performance space and box office services for all Toledo Broadway productions.
• Fairfield Inn & SuitesminorGTM or Marketing PartnerSeason sponsor for Wichita series, providing hotel accommodations and marketing support for Broadway in Wichita events.
• TicketmastercoreTechnology or IntegrationOfficial ticketing platform partner providing digital ticketing infrastructure, mobile wallet integration, and account management system for season memberships across all 14 markets.
• Gilder Lehrman Institute of American HistorycoreStrategic or Co-development PartnerEducation partner for Hamilton Education Program, providing Founding Era historical curriculum and primary source materials integrated with Hamilton musical content.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Work Light Productions: Work Light Productions is a Broadway and live entertainment producer that has developed and toured Broadway productions. It overlaps with ATG in the touring Broadway space as a content producer whose shows are presented by ATG in its markets.
• TodayTix: TodayTix is a mobile ticketing platform specializing in theatrical and live entertainment tickets across multiple U.S. markets. It is comparable to ATG as a digital distribution channel for Broadway and theatre tickets, though it focuses on single/consumer ticket discovery rather than season subscription presentation.

Broad incumbents

• Jujamcyn Theaters: Jujamcyn operates multiple Broadway theatres and produces Broadway shows in New York. It is comparable to ATG in the Broadway live-theatre ecosystem but focused on NYC venues rather than multi-market touring presentation.
• Nederlander Producing Company: Nederlander is a major live entertainment and theatre organization operating Broadway venues and touring productions. While broader in scope than ATG (owning/operating venues vs. presenting), it is comparable in that it presents and tours Broadway content to live audiences nationwide.
• Live Nation Theatricals: Live Nation Theatricals is the Broadway/theatrical arm of Live Nation Entertainment, presenting touring Broadway shows across multiple U.S. markets. It competes with ATG for touring Broadway engagements and shares the multi-market season subscription model.
• MSG Entertainment (The Madison Square Garden Company): MSG Entertainment operates iconic venues and presents live entertainment including theatrical productions. While much broader in scope, it is comparable to ATG as a major live entertainment presenter competing for theatrical audiences and touring content in major U.S. markets.
• Shubert Organization: The Shubert Organization is the largest owner-operator of Broadway theatres and a producer of Broadway shows. It is comparable to ATG as a dominant force in the Broadway ecosystem, though it operates primarily in NYC and produces rather than presents touring productions.

Direct peers

• NETworks Presentations: NETworks Presentations is a major producer and presenter of touring Broadway productions in the U.S. and internationally. It sits upstream of ATG in the touring supply chain but is functionally comparable as a multi-market Broadway touring operator competing for venues and dates.
• Broadway Across America: Broadway Across America is the largest commercial touring Broadway presenter in the U.S., presenting season subscriptions and group sales in multiple U.S. cities. It is the closest functional mirror to ATG's not-for-profit touring Broadway presentation model and competes for the same venues, productions, and patrons.
• Troika Entertainment: Troika Entertainment is a touring Broadway producer and presenter that operates across multiple U.S. markets. It is comparable to ATG in producing/presenting Broadway touring content and competing for regional venue engagements.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@AmericanTheatreGuild
• Facebookfacebook.com/BroadwayInWichita
• Instagraminstagram.com/BroadwayWichita
• TikToktiktok.com/@americantheatreguild
• LinkedInlinkedin.com/company/american-theatre-guild

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 American Theatre Guild