What Alliance Theatre does

Alliance Theatre is a 501(c)(3) nonprofit regional theater founded in 1968 and headquartered on the Woodruff Arts Center campus in Atlanta, Georgia, operating four performance venues: the 650-seat Coca-Cola Stage, the 200-seat Hertz Stage, the 300-seat Goizueta Stage for Youth & Families, and the Selig Family Black Box Theatre. The company produces a season of world premieres, Broadway-bound works, family programming, and dedicated children's theater (Bernhardt Theatre for the Very Young), reaching 165,000+ patrons and 80,000+ students annually. Its underlying technology and infrastructure comprise a Tessitura-powered ticketing platform, the Alliance Theatre mobile app with a digital ticket wallet, the Alliance Theatre Anywhere streaming service, and physical production facilities including costume shops and the OPENGATE weapons detection system at patron entrances.

Revenue is generated through a diversified, multi-stream nonprofit model: ticketed performances and season subscriptions priced roughly $41-$86 depending on show, group sales for 10+ patrons, paid acting classes and drama camps for all ages, merchandise and non-expiring gift certificates, and venue rentals. The Alliance@work division operates as an enterprise field-sales B2B service, deploying professional theater directors to deliver rehearsal-based leadership, storytelling, and communication training to enterprise clients; this division is distributed nationally through a partnership with American Conservatory Theater. Charitable donations from individuals, corporations, and institutions form a foundational revenue layer. The org serves four core customer segments: adult theater patrons, families and youth, emerging/professional artists (via fellowship and competition programs), and corporate clients purchasing Alliance@work engagements.

Name

Alliance Theatre

Legal name

Alliance Theatre

Website

https://alliancetheatre.org

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

101–250 employees

Short description

Alliance Theatre is an Atlanta-based 501(c)(3) regional theater producing live performances across four venues, delivering arts education to 80,000+ students annually, and operating the Alliance@work corporate training division through a national ACT partnership.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Single tickets, season packages, and memberships for theater productions across multiple venues (Coca-Cola Stage, Hertz Stage, Goizueta Stage, Selig Family Black Box). Revenue from ticket sales for world premieres, Broadway transfers, and family programming.
2. Merchandise and Gift Certificates: Sale of Alliance Theatre merchandise including Theatre for All shirts ($40), hoodies ($60), scout badges ($3.50), and gift certificates in customizable amounts that do not expire.
3. Education Programs: Revenue from acting classes for adults, kids/teens, and working professionals; drama camps; school break play days; and professional learning events. Over 80,000 students participate annually.
4. Corporate Training (Alliance@work): Rehearsal-based corporate training program teaching storytelling, executive presence, emotional intelligence, and team collaboration skills. Revenue supports community literacy programs.
5. Donations and Institutional Support: Nonprofit arts organization funded by individual donors, corporate sponsors, and institutional supporters. Donations support storytelling and arts education programs in Atlanta communities.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Alliance Theatre produces and presents professional live theatrical productions across four stages (Coca-Cola Stage, Hertz Stage, Goizueta Stage for Youth & Families, and Selig Family Black Box Theatre), supported by streaming, education programs (acting classes, drama camps, Bernhardt Theatre for the Very Young), and a corporate training division (Alliance@work). It also operates artist development programs, a podcast, and community partnerships.

Product overview

Alliance Theatre is a performing arts organization offering a multi-venue theater experience. The core offerings include live theatrical productions across four distinct venues: the 650-seat Coca-Cola Stage (main productions), the 200-seat Hertz Stage (experimental/black box work), the 300-seat Goizueta Stage for Youth & Families, and the Selig Family Black Box Theatre (intimate productions and Bernhardt Theatre for the Very Young). Digital products include Alliance Theatre Anywhere (streaming service for recorded performances) and the Alliance Theatre App (mobile ticketing). Education offerings encompass acting classes for all ages, drama camps, the Teen Ensemble, and Palefsky Collision Project for teens. The Alliance@work corporate training program applies theatrical techniques to professional development. Additional offerings include the Alliance Theatre Podcast, playwriting competitions, artist development labs, and school/educator partnership programs through the Alliance Theatre Education Institute.

Differentiator

Problem solved

Functional benefit

Brands

• Alliance@work: Corporate training program using theater-based techniques for leadership development, communication training, and team building.

Products and services

• Live Theatrical Productions Season productions of world premieres, Broadway-bound musicals, classic revivals, and family programming staged across the Coca-Cola Stage, Hertz Stage, Goizueta Stage, and Selig Family Black Box Theatre. Targeted at adult theatergoers, families, and arts patrons in Atlanta and the Southeast.
• Alliance Theatre Anywhere Streaming service that delivers recorded Alliance Theatre performances for at-home virtual viewing, including captioned performances for accessibility. Designed for patrons unable to attend in person and for broader national reach.
• Alliance Theatre App Mobile application providing a digital ticketing wallet for purchasing and accessing tickets. Built for individual theatergoers, families, and season members.
• Alliance@work Corporate Training Rehearsal-based corporate training program using professional theater directors to teach storytelling, executive presence, emotional intelligence, and team collaboration. Targeted at enterprise clients for leadership retreats, regional meetings, team training days, and client engagement experiences. Revenue supports community literacy programs.
• Acting Classes Year-round acting instruction for adults, children, teens, and working professionals covering foundational through advanced stagecraft. Built for aspiring actors, hobbyists, and working professionals.
• Drama Camps Summer drama camps and school break play days providing theatrical training and performance opportunities for children. Designed for families and school-age children seeking arts enrichment.
• Bernhardt Theatre for the Very Young Professionally produced, fully interactive theatrical performances designed specifically for infants and toddlers (newborn through 5 years old). Aimed at families and early childhood educators.
• Palefsky Collision Project for Teens Three-week summer program in which high school juniors and seniors work with theater professionals to create and perform new civic-minded theater based on classic texts. Targeted at advanced teen performers.
• Teen Ensemble Audition-based program for rising high school juniors and seniors delivering advanced theatrical training and performance opportunities. Built for serious teen performers.
• PNC PlaySpace Experiential learning space where young children can explore, move, and make believe through hands-on activities and imaginative play. Designed for families with young children visiting the theater.
• Alliance/Kendeda National Graduate Playwriting Competition National graduate-level playwriting competition nurturing emerging writers and producing the world premiere of the winning entry as part of Alliance's regular season. Built for emerging playwrights.
• Reiser Atlanta Artists Lab Artist development program providing developmental support and production resources for an annual roster of locally sourced performance projects. Targeted at Atlanta-area performance makers.
• Kenny Leon Directing Fellowship Fellowship program developing emerging directing talent in collaboration with renowned theater professionals. Built for early-career directors.
• Alliance Theatre Education Institute Professional learning program providing arts-integrated and theater-based instruction for educators and students through residencies, workshops, field trips, after-school programs, and professional learning events. Built for K-12 schools, districts, and educators.
• Alliance Theatre Podcast Podcast exploring theater and the people who make it happen, featuring conversations with theater professionals and theatrical stories. Targeted at general arts audiences and theater enthusiasts.
• Gift Certificates and Merchandise Digital gift certificates in customizable amounts that never expire, plus branded merchandise including Theatre for All shirts ($40), hoodies ($60), and scout badges ($3.50). Built for individual gift-givers and theater patrons.

Quantifiable outcome

• 165,000+ patrons reached annually across all programming
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

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

• Woodruff Arts CentercoreStrategic or Co-development PartnerAlliance Theatre is a proud Art Partner of the Woodruff Arts Center, sharing the Memorial Arts Building campus with the Atlanta Symphony Orchestra and High Museum of Art. The Woodruff Arts Center provides parking facilities and serves as the parent organization for Alliance Theatre.
• American Conservatory Theater (ACT)majorStrategic or Co-development PartnerPartnership between Alliance@work and ACT@work enables Alliance Theatre's corporate training program to serve organizations across the country, backed by two of America's most celebrated theatrical institutions.
• Invesco QQQminorGTM or Marketing PartnerPresenting sponsor for the Basura world premiere production.
• Elise (Restaurant)minorGTM or Marketing PartnerOnsite French and Italian-inspired restaurant at Woodruff Arts Center. Alliance Theatre Members receive a discount.
• Serena PastificiominorGTM or Marketing PartnerOffsite dining partner at Colony Square offering 10% discount to Alliance Theatre ticket holders with same-day show tickets.
• Kimpton The Shane HotelminorGTM or Marketing PartnerOfficial hotel partner offering Alliance Theatre patrons 20% off hotel stays and discounts on dining at Hartley and Aveline restaurants plus valet parking.
• Refuge Coffee Co.minorGTM or Marketing PartnerLocal coffee shop located outside Memorial Arts Building on Peachtree Street. Open Tuesday-Sunday 7am-5pm.
• KultureCitymajorStrategic or Co-development PartnerKultureCity certification for sensory inclusivity, extending inclusion for neurodivergent patrons with sensory-friendly programming and quiet spaces.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• McCarter Theatre Center: Princeton-based regional theater with robust education programs and a history of Broadway transfers. Comparable in scale, academic-community engagement, and producing model for both classics and new works.
• Arena Stage: Washington DC's regional theater producing world premieres with significant education and community engagement programs. Both organizations operate as multi-venue producing houses with strong civic identity and Tony recognition.
• Oregon Shakespeare Festival: One of the largest regional theaters in the US, producing a multi-play repertory season with substantial education and audience-development programs. Comparable in scale of operations and breadth of programming across classics and new work.
• Goodman Theatre: Chicago's oldest and largest nonprofit theater producing new works and classics, with deep education and community engagement programs. Both Alliance and Goodman have won the Regional Theatre Tony Award and produce Broadway transfers, making them directly comparable in mission and scale.
• Guthrie Theater: Minneapolis-based major regional theater operating multiple stages with education programs. The Guthrie's multi-venue producing model and similar patron scale (roughly 150,000+ annually) mirror Alliance's operating structure and programming breadth.
• Berkeley Repertory Theatre: Bay Area Tony-winning regional theater renowned for developing new works and Broadway transfers. Comparable in producing model, premiere pipeline, and education programming, with similar annual patron reach.
• Steppenwolf Theatre Company: Tony-winning Chicago-based regional theater producing world premieres with strong education and young adults programming. Comparable scale, Tony recognition, and Broadway transfer track record make it Alliance's closest direct peer among nonprofit regional theaters.
• Hartford Stage: Connecticut-based Tony-winning regional theater with notable Broadway transfer history and strong education programming. Comparable in producing new works, community engagement, and operating scale as a mid-major regional house.
• Signature Theatre: Virginia-based Tony-winning regional theater (now with NYC presence) producing new work and revivals with significant education programs. Comparable in producing model, Broadway transfer ambition, and education programming scope.
• American Conservatory Theater: San Francisco-based theater with MFA program and ACT@work corporate training division. ACT is Alliance@work's direct national partner and runs an essentially identical corporate training model led by professional theater directors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/alliancetheatre
• YouTubeyoutube.com/user/AllianceTheatre
• Facebookfacebook.com/AllianceTheatre
• LinkedInlinkedin.com/company/alliance-theatre
• Instagraminstagram.com/alliancetheatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Alliance Theatre