Greek Theatre

What Greek Theatre does

The Greek Theatre is a historic 5,900-capacity outdoor amphitheater located at 2700 N Vermont Avenue within Griffith Park in Los Angeles, California. Opened in 1930 and operated today by SMG/Legends Hospitality under the City of Los Angeles Department of Recreation and Parks, the venue hosts a ticketed concert season, private events, and community gatherings. Its product surface spans three tiers: core ticketing through AXS.com and Ticketmaster.com (plus a cash-free on-site box office); premium experiences including Box Suites (4–6 person capacity), Elite Seating, and Section A prime seating transacted via PA Exchange; and a private event portfolio of 14+ distinct spaces (Redwood Deck, Main Plaza, Oak Garden, Franklin's Market/Patio, backstage facilities) supporting weddings, corporate functions, product launches, and filming.

The business model is event-driven and multi-stream. Primary revenue is generated through ticket sales for touring concerts and comedy shows, supplemented by on-site food and beverage (North/South Concessions, Golden Road Beer Garden, Franklin's Cafe and Market), parking sold through JustPark, premium seating upsells, and private event rentals billed per-event with multi-year premium contracts. Distribution relies on AXS and Ticketmaster as primary ticketing platforms, direct box office on show days, and an Instagram-led marketing presence supported by email newsletters and media partnerships with KCRW and KTLA 5. Sponsorship inventory is monetized through beverage and brand partners including Modelo, Pepsi, Golden Road Brewing, Ketel One, Don Julio, Johnnie Walker, and Lucky One Lemonade.

The underlying technology stack is conventional and non-differentiated: Simpleview CMS for the website, PA Exchange for premium seating, credit/debit-only payment processing, and JustPark for parking logistics. The venue is currently mid-renovation cycle (2025) focused on hospitality, VIP areas, box office, and lighting upgrades. Strategic intent is to deepen per-attendee yield through premium product expansion and private event utilization rather than to scale unit count or geographic footprint.

Name

Greek Theatre

Legal name

The Greek Theatre

Website

https://lagreektheatre.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

101–250 employees

Short description

Greek Theatre is a historic 5,900-capacity outdoor amphitheater in Los Angeles's Griffith Park, operated by SMG/Legends for the City of Los Angeles, hosting ticketed concerts, premium seating experiences, and private events across 14+ rentable spaces.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Arts, Entertainment, and Recreation (71)

SIC

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

akta.pro primary industry

Outdoor Amphitheater & Open-Air Venue Operations (MPAGALAG)

akta.pro secondary industries

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Outdoor concert venue
• Live entertainment venue
• Private event rentals
• Amphitheater booking
• Premium seating experiences

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, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Ticket Sales: The venue generates primary revenue through ticket sales for concerts and events, distributed via AXS.com, Ticketmaster.com, and in-person box office transactions. Ticket prices vary by event and seating section.
2. Food and Beverage: On-site concessions including North Concessions, South Concessions, and the Golden Road Beer Garden offer food and beverage items. The venue is fully cash-free, accepting only debit and credit cards.
3. Premium Seating: Revenue from box suites (4-6 person capacity with in-seat wait service and premium parking), elite seating (leather padded chairs 15 rows from stage), and Section A premium seating in the first 15 rows.
4. Parking Services: Parking revenue through on-site lots (General Parking, Lot C, F, G, Quick Park) and shuttle services from off-site locations. Parking sold through JustPark partnership.
5. Private Events: Rental of venue spaces for private events including product launches, weddings, social events, photoshoots, red carpet premieres, film screenings, graduations, and corporate functions. Various spaces available from intimate decks to the 5,900-capacity theatre.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

The Greek Theatre operates a historic 5,900-capacity outdoor amphitheater in Los Angeles' Griffith Park, hosting ticketed concerts and live performances alongside premium seating experiences (box suites, elite seating, section A), private event space rentals for corporate and social functions, on-site food and beverage concessions, parking, and shuttle transportation. The venue is owned by the City of Los Angeles and managed by SMG/Legends Hospitality.

Product overview

The Greek Theatre is a historic 5,900-capacity outdoor amphitheater venue in Los Angeles, not a technology product company. Its service portfolio centers on event hosting with three tiers: (1) Core ticketing and venue access through AXS/Ticketmaster for concerts and shows; (2) Premium experiences including Box Suites, Elite Seating, and Section A Prime Seating with in-seat service and dedicated parking; (3) Private event rentals of 14 distinct spaces (Redwood Deck/Lounge, Main Plaza, Oak Garden, Stage, Lower/Middle/Upper Decks, Concessions North/South, Green Room, Chorus Rooms, Backstage Rooms, Franklin's Market/Patio) plus two parking lots for product launches, social events, photoshoots, graduations, and corporate functions; and (4) Food and beverage operations including North/South Concessions, Golden Road Beer Garden, and Franklin's Cafe and Market. The venue also provides accessibility services, shuttle transportation, and parking management through JustPark.

Differentiator

Problem solved

Functional benefit

Products and services

• The Greek Theatre (Main Amphitheater) Historic 5,900-capacity outdoor amphitheater in Griffith Park hosting concerts, graduations, and community events, with built-in seating, 20 private boxes, and stage with audiovisual capabilities.
• Box Suites

Quantifiable outcome

• 41+ wheelchair accessible seating spaces available throughout venue
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• JustParkcoreChannel Partner/ Reseller/ DistributorOfficial parking partner for the Greek Theatre. Through JustPark, customers can purchase advance parking for Greek Theatre events including general parking, Quick Park, and shuttle services.
• KCRWcoreGTM or Marketing PartnerKCRW serves as official media partner for the Greek Theatre, providing broadcast coverage, artist interviews, and media promotion of events.
• ModelominorGTM or Marketing PartnerModelo is listed as a partner/sponsor of the Greek Theatre, with logo displayed on partners page.
• PepsiminorGTM or Marketing PartnerPepsi is listed as a partner/sponsor of the Greek Theatre, with logo displayed on partners page.
• Golden Road Brewing (Mango Cart)minorGTM or Marketing PartnerGolden Road Brewing operates the Mango Cart Beer Garden at the Greek Theatre, offering craft beers and gourmet food options.
• Ketel OneminorGTM or Marketing PartnerKetel One is listed as a partner/sponsor of the Greek Theatre, with logo displayed on partners page.
• Don JuliominorGTM or Marketing PartnerDon Julio is listed as a partner/sponsor of the Greek Theatre, with logo displayed on partners page.
• Johnnie WalkerminorGTM or Marketing PartnerJohnnie Walker is listed as a partner/sponsor of the Greek Theatre, with logo displayed on partners page.
• Lucky One LemonademinorGTM or Marketing PartnerLucky One Lemonade is listed as a partner/sponsor of the Greek Theatre, with logo displayed on partners page.
• KTLA 5minorGTM or Marketing PartnerKTLA 5 is listed as a media partner of the Greek Theatre, providing local broadcast coverage.
• City of Los Angeles / LA Recreation and ParkscoreOthersThe Greek Theatre is owned by the City of Los Angeles and managed through the Department of Recreation and Parks. The venue was originally gifted to the city by Colonel Griffith J. Griffith in 1896.
• SMG / Legends HospitalitycoreImplementation/ SI/ Consulting PartnerThe venue is managed, operated and booked by SMG (now Legends Hospitality). Starting November 1, 2015, the City of Los Angeles began self-operating the Greek through Recreation and Parks as an open venue.
• LADOT (Los Angeles Department of Transportation)minorGTM or Marketing PartnerLADOT provides the DASH Observatory/Los Feliz bus service to the Greek Theatre at $0.50 per ride, connecting to Metro B Line and other transit options.
• Metro Bike ShareminorGTM or Marketing PartnerMetro Bike Share stations available near the venue at Vermont & Franklin and Hillhurst & Prospect locations for multimodal transit options.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• The Forum (Inglewood): ~17,500-capacity indoor concert arena in Inglewood, California. Direct competitor for the same Los Angeles touring-artist routing pool with overlapping premium seating, F&B, and private event offerings.
• Ascend Amphitheater: ~6,800-capacity riverside outdoor amphitheater in Nashville, Tennessee. Closely comparable mid-size outdoor venue with similar tiered seating, premium hospitality, and private event programming.
• Ryman Auditorium: Historic ~2,400-capacity performance venue in Nashville. Comparable as a heritage entertainment venue with strong brand legacy, tiered premium seating, private event rentals, and similar event-driven revenue model.
• Red Rocks Amphitheatre: 9,525-capacity open-air amphitheater near Denver, Colorado. Closest direct peer in venue type (outdoor amphitheater in a natural setting), programming model (concert touring), and revenue mix (tickets, F&B, parking).
• Shoreline Amphitheatre: 22,000-capacity outdoor amphitheater in Mountain View, California. Comparable as a Live Nation-affiliated outdoor concert venue with similar mid-size amphitheater economics, premium seating, and Bay Area/Southern California touring overlap.
• Hollywood Bowl: Iconic 17,500-capacity outdoor amphitheater in Los Angeles, also municipally owned (LA County). Directly comparable as a Southern California outdoor concert venue with similar programming, summer-season orientation, and public-sector ownership structure.
• Wolf Trap National Park for the Performing Arts: Filene Center (~7,000-capacity outdoor amphitheater) plus The Barns at Wolf Trap. Directly comparable as a public-sector-owned outdoor performing arts venue with summer concert programming, premium seating, and parkland setting.

Broad incumbents

• ASM Global: Venue management company formed by the merger of AEG Facilities and SMG. Comparable as the parent of the management platform that operates the Greek Theatre and as a peer venue management business serving municipal venues globally.
• AEG Presents: Major concert promoter and venue operator (part of AEG). Comparable as a touring-promotion counterparty and operator of competing amphitheaters and arenas that compete for the same artist routing decisions.
• Live Nation Entertainment: Largest global live entertainment company operating amphitheaters, arenas, and festivals. Indirectly comparable as a venue owner/operator and ticketing counterparty through which the Greek books and sells many of its shows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/greek-theatre
• Instagraminstagram.com/greek_theatre/?utm_source=ig_embed&utm_campaign=loading
• Xx.com/Greek_Theatre
• Facebookfacebook.com/thegreektheatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Greek Theatre