24th Street Theatre

What 24th Street Theatre does

24th Street Theatre is a 29-year-old nonprofit professional theatre and arts education organization headquartered in the University Park neighborhood of Los Angeles, California (1117 West 24th Street), founded in 1997 by Bob Scales, Jay McAdams, and Debbie Devine. The company operates a portfolio of interconnected programs spanning mainstage theatrical productions (such as the U.S. premiere of Winter's Bench by Olivier Award-winning Mike Kenny), school-based arts education (Enter Stage Right field trips, classroom residencies, Teaching as a Performing Art professional development), free on-site youth programs (After 'Cool serving 150 students per year, Summer 'Cool, Teen Leadership Academy, and Brain & Creativity), community programming (Teatro del Pueblo, Día de los Muertos), and virtual learning offerings (Virtual Enter Stage Right, Rapunzel Alone audio drama). Over three decades the organization has served more than 100,000 students and currently reaches approximately 10,000 students annually across 100 LA County schools, with productions also touring nationally (Center Theatre Group, The Wallis) and internationally (Mexico, Colombia, El Salvador, Ecuador). Its differentiated position is articulated as "Theatre for the Whole Family," producing sophisticated, provocative productions that engage both children and adults emotionally and intellectually.

Revenue is generated through a diversified mix: individual donations ($24, $240, $2,400 suggested tiers plus recurring), a Producers Circle subscription membership ($84/month or $1,000/year), corporate sponsorships (Farmers Insurance, Kaiser Permanente, Ralph's Community Contribution Program), employer matching gifts, planned/legacy giving, ticket sales (Arts People and Eventbrite platforms), and foundation/public grants (Ahmanson Foundation, Annenberg Foundation, NEA, California Arts Council, LA County Arts and Culture). All on-site school programs, After 'Cool, Summer 'Cool, Teen Leadership Academy, and Brain & Creativity are provided free to families, funded by foundation grants and donor scholarships valued at $1,500 per student. Teaching Artists are contracted at $55/hour for teaching, $35/hour for assistant teaching/training, $17.87/hour for meetings/planning, plus mileage. The go-to-market motion is hybrid: event-driven for ticketed audiences and community members, and sales-led for LA County school districts and educators, with booking via [email protected] and Prop 28 waiver alignment.

Name

24th Street Theatre

Legal name

24th Street Theatre

Website

https://24thstreet.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

24th Street Theatre is a Los Angeles-based nonprofit professional theatre and arts education organization founded in 1997 that produces sophisticated family productions and free arts education programs reaching over 10,000 LA County students annually across 100 schools, with additional national and international touring.

Ownership category

akta.pro rank

Product category

Performing Arts & Youth Arts Education

NAICS

Theater Companies and Dinner Theaters (71111), Fine Arts Schools (61161)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Educational Services (8200)

akta.pro primary industry

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Regional & Repertory Theatre Companies (MPAGABAB), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Performing Arts Programs (Band, Choir, Orchestra, Theater) (EDAJAJAE)

Keywords

• Youth theatre productions
• Arts education programs
• School residencies
• Professional development educators
• Community performing arts

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Suggested donation amounts of $24, $240, and $2,400. One-time and recurring donation options (monthly, quarterly, yearly).
2. Producers Circle Membership: Monthly donation of $84/month or $1,000/year in exchange for behind-the-scenes access to productions, exclusive updates, and invitations to rehearsals and events.
3. Corporate Sponsorships: Corporate sponsorship opportunities targeting companies seeking visibility among local community. Benefits include website/social media recognition, event advertising, promotional opportunities with 5,000+ followers.
4. Employer Matching: Donations matched by participating employers, amplifying individual contributions at no extra cost to donors.
5. Ralph's Community Contribution Program: Grocery loyalty program (Ralph's) where shopping donations are directed to the theatre at no cost to the donor.
6. Planned Giving: Legacy giving through wills and trusts, offering tax benefits while supporting the theatre's future.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

24th Street Theatre produces professional, sophisticated theatre for young audiences through a mainstage season of original and adapted productions, and pairs it with extensive free arts education programming for schools and families. Offerings include on-site theatre field trips, in-school residencies, virtual theatre, after-school and summer programs, a teen leadership academy, professional development for educators, an audio drama, and a Spanish-language theatre initiative. Educational programs are provided at no cost to families and schools, supported by donations, sponsorships, grants, and ticketed attendance.

Product overview

24th Street Theatre is a professional theatre company and arts education organization offering sophisticated theatre for young audiences and families. The organization operates a portfolio of interconnected programs including mainstage theatrical productions (such as Winter's Bench and seasonal productions), school-based programs (Enter Stage Right field trips and classroom residencies), virtual learning offerings (Virtual Enter Stage Right and Rapunzel Alone audio drama), professional development for educators (Teaching as a Performing Art), on-site youth programs (After 'Cool, Summer 'Cool, Teen Leadership Academy, Brain & Creativity), and community programming (Teatro del Pueblo, Día de los Muertos celebrations). The organization has served over 100,000 students over 29 years and is recognized as a leader in Theatre for Young Audiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Mainstage Theatre Productions Professional, sophisticated theatre for young audiences presented in the 24th Street Theatre's mainstage season, designed to engage children, students, and families.
• Winter's Bench An individual mainstage production in the theatre's 2025 season, designed for young audiences and families.
• Enter Stage Right (School Field Trip Program) Free field trip program bringing school groups to the 24th Street Theatre to experience professional theatre productions.
• School Residencies Long-term in-school arts residencies delivered at schools, pairing professional teaching artists with classroom teachers to provide hands-on arts integration.
• Virtual Enter Stage Right Virtual adaptation of the Enter Stage Right field trip program, delivered over Zoom so schools outside commuting distance or with travel barriers can participate.
• Rapunzel Alone Audio Drama Audio drama / podcast offering that adapts a classic story for audiences to experience remotely.
• Teaching as a Performing Art (TAPA) Professional development program that trains classroom teachers to integrate the performing arts into their teaching practice.
• After 'Cool Free after-school arts education program serving local youth at the end of the school day.
• Summer 'Cool Free summer arts education program for local youth.
• Teen Leadership Academy Leadership and arts engagement program for teenagers in the surrounding community.
• Brain & Creativity Innovative program partnered with USC's Brain and Creativity Institute that uses MRI research to study how the arts affect the brain, integrating neuroscience into arts education practice.
• Teatro del Pueblo Spanish-language theatre initiative providing culturally and linguistically relevant theatre productions and programming for Spanish-speaking community members.

Quantifiable outcome

• Served over 100,000 students over 29 years
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• USC Brain and Creativity InstitutecoreStrategic or Co-development Partner24th Street Theatre partners with the USC Brain and Creativity Institute's EXCEL study, offering free theatre classes (Brain & Creativity) for children ages 6-9. USC researchers use MRI technology to study how theatre education affects developmental patterns in young minds. The programme is free for participants and funded by foundation grants. Enrollment is limited and cohorts are selected for the study.
• Center Theatre Group (Los Angeles)coreStrategic or Co-development Partner24th Street Theatre co-produced Walking the Tightrope with Center Theatre Group at the Kirk Douglas Theatre in 2015, as part of the national tour. The collaboration also included co-hosting an international industry conference on Theatre for Young Audiences (TYA) that year.
• The Wallis Annenberg Center for the Performing Arts (Beverly Hills)minorStrategic or Co-development Partner24th Street Theatre co-presented Rapunzel Alone with The Wallis in Beverly Hills, with the production moving between the two venues.
• Compañía Proyecto Perla (Mexico)minorStrategic or Co-development PartnerCo-presented Pato, Muerte, y Tulipán with Mexico's Compañía Proyecto Perla, a production in Spanish and English featuring live actors and puppets.
• Compañía Hecha a Mano (Mexico)minorStrategic or Co-development PartnerCo-presented Lagrimas de Agua Dulce with Compañía Hecha a Mano de Mexico in 2014.
• Farmers Insurance GroupminorGTM or Marketing PartnerCorporate sponsor of 24th Street Theatre, receiving recognition benefits including website, social media, and email list exposure.
• Kaiser PermanenteminorGTM or Marketing PartnerCorporate sponsor of 24th Street Theatre, receiving recognition benefits including website, social media, and email list exposure.
• Ralph's (Kroger)minorGTM or Marketing PartnerRalph's Community Contribution Program allows shoppers to link their loyalty card to direct donations to 24th Street Theatre at no cost to the donor.
• Teen TixminorStrategic or Co-development Partner24th Street Theatre is a proud Partner of Teen Tix, a program breaking down barriers that prevent teens from accessing the arts, career development, and arts learning opportunities.
• One LegacyminorGTM or Marketing PartnerOne Legacy supported the 20th Annual Día de los Muertos celebration at 24th Street Theatre.
• LA County Office of EducationcoreStrategic or Co-development PartnerDebbie Devine created the Teaching as a Performing Art (TAPA) professional development programme alongside the LA County Office of Education, providing engaging professional development workshops for teachers across the county.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Center Theatre Group: LA's largest non-profit theatre organization with an established Theatre for Young Audiences (TYA) program. Co-produced Walking the Tightrope with 24th Street at the Kirk Douglas Theatre and co-hosted the 2015 international TYA conference, making it the closest large-scale peer in geography and programming.
• Childsplay: Tempe, Arizona-based professional Theatre for Young Audiences company nationally recognized as a TYA leader. Directly comparable mission, repertoire style, and education-program structure to 24th Street's TYA work.
• South Coast Repertory: Long-established Costa Mesa, CA regional theatre with a robust Theatre for Young Audiences season and in-school education programs. Comparable producing-and-education hybrid serving Southern California.
• Cornerstone Theater Company: LA-based community-engaged theatre company that creates original productions with and for local neighborhoods. Closely comparable mission to 24th Street's Teatro del Pueblo and overall community-anchored producing model.
• The Wallis Annenberg Center for the Performing Arts: Beverly Hills performing arts center that co-presented 24th Street's Rapunzel Alone and shares the LA family/sophisticated-theatre audience. Comparable in producing family-aimed programming with educational outreach.
• Casa 0101 Theater: Boyle Heights (LA) theatre focused on Latino/Chicano/Mexican-American stories with bilingual programming. Closely comparable to 24th Street's Teatro del Pueblo in cultural mission and community orientation.
• Company of Angels: Self-described oldest professional theatre in Los Angeles with a long-running community and education programming track record. Comparable as a small LA producing company combining mainstage work with outreach.

Broad incumbents

• Geffen Playhouse: Major Westwood (LA) theatre with a broader, adult-leaning repertoire and education initiatives. Comparable as a larger LA theatre competing for the same donor and audience pool but not specialized in TYA.

Emerging players

• ImaginOn: The Joe & Joan Martin Center: Charlotte, NC-based collaborative venture between Charlotte Mecklenburg Library and Children's Theatre of Charlotte dedicated to young audiences. Comparable as a hybrid TYA + education/learning model.

Regional players

• East LA Classic Theatre Company: East Los Angeles-based bilingual (Spanish/English) community theatre offering classes and productions. Comparable regional/cultural peer to 24th Street's bilingual programming serving LA's Hispanic communities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/24thStreetTheatre
• Xx.com/24thST
• LinkedInlinkedin.com/company/24th-st-theatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 24th Street Theatre