What Morrison Center does

Morrison Center is a performing arts venue located in Boise, Idaho, founded in 1984 and operating under the auspices of Boise State University. It functions as Idaho's largest performing arts center, presenting a mixed program of touring Broadway productions, concerts, comedy, family entertainment, and educational performances, hosting approximately 300 performances per year for a combined attendance exceeding 175,000 patrons. The venue is notably Idaho's only Tony Awards voter, underscoring its institutional standing within the Broadway touring ecosystem.

The business model is a multi-revenue-stream operation typical of large-scale not-for-profit performing arts venues. Income is generated through subscription series and single-ticket sales, sponsorships and corporate partnerships, memberships and donor contributions, facility rentals for third-party events, and concession and merchandise sales. Distribution is anchored by a long-standing partnership with Broadway Across America for premium touring content and with Ticketmaster for primary and secondary ticketing. The May 2025 introduction of "All-In Ticket Pricing," which folds all fees into the advertised ticket price, represents a material commercial-model change aimed at improving conversion and reducing consumer friction. Co-branded relationships with regional partners such as Lost Grove Brewing and St. Luke's Health Plan support both marketing reach and sponsorship revenue diversification.

Beyond presenting external touring productions, Morrison Center operates an in-house arts education function (led by a Director of Arts Education since May 2022) running student matinees, the Patty Duke Awards, and the Act II Ambassadors program, building a longer-term audience pipeline into K–12 and collegiate communities. In January 2025 the venue premiered an original production, "Classical Queens: Our Time," signaling modest expansion from presenter-only to selective in-house producer. Operations are run with a staff of 51–100 employees supported by volunteers and BSU institutional infrastructure.

Name

Morrison Center

Legal name

Morrison Center for the Performing Arts

Website

https://morrisoncenter.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Morrison Center is Idaho's largest performing arts venue, affiliated with Boise State University and located in Boise. It presents Broadway touring productions, concerts, and educational programming for roughly 175,000 attendees annually, earning revenue from tickets, subscriptions, sponsorships, memberships, rentals, and concessions.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Performing Arts Companies (7111), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Theater Companies and Dinner Theaters (711110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

akta.pro secondary industries

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

Keywords

• Performing arts venue
• Broadway touring productions
• Live entertainment events
• Arts education programs
• Concert ticketing services

Headquarters

HQ city

Boise

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, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue stream from single tickets and season subscriptions for Broadway tours, concerts, and performing arts events sold through Ticketmaster and the Morrison Center box office
2. Season Subscriptions: Broadway in Boise season subscription packages providing guaranteed revenue and committed audience base
3. Corporate Sponsorships: Partnership packages offering visibility through donor lounge access, event benefits, and advertising at the venue reaching 175,000+ annual attendees
4. Individual Memberships: Donor memberships supporting the Morrison Center with various benefit tiers
5. Facility Rentals: Renting the venue for private events including weddings, retirement parties, and corporate functions
6. Concessions: Food and beverage sales including cocktails served throughout performances on all three levels

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Morrison Center is Idaho's largest performing arts center, hosting Broadway touring productions, concerts, comedy and magic shows, and community events across a main stage and the Danny Peterson Theatre. It operates the Broadway in Boise subscription series, the free Neighborhood Concert Series, arts education programs including the Patty Duke Awards, and offers venue rentals, concessions, and accessibility services. The venue serves approximately 175,000 patrons annually through nearly 300 performances.

Product overview

The Morrison Center is a performing arts venue offering a diverse portfolio of live entertainment programs. Its core offerings include Broadway in Boise (touring Broadway productions), the MC Presents Series (national and international artists), the free Neighborhood Concert Series (outdoor summer concerts), and the Patty Duke Awards (high school theater recognition). Additional offerings include immersive experiences like The Magicians Table, theatrical productions like Classical Queens: Our Time, and student education programs. The venue also provides accessibility services, venue rentals, and premium experiences like the Ovation Lounge. The venue serves approximately 175,000 people annually through nearly 300 performances.

Differentiator

Problem solved

Functional benefit

Products and services

• Broadway in Boise A Broadway touring series bringing nationally recognized Broadway productions to Boise, including shows like Hamilton, To Kill a Mockingbird, Come From Away, and Aladdin. Available via season subscriptions and individual ticket sales through Ticketmaster and the box office.
• MC Presents Series A lineup of nationally and internationally celebrated artists presented fully by the Morrison Center, featuring Grammy Award winners, acrobats, and touring professionals.
• Neighborhood Concert Series A free outdoor summer concert series bringing live music to parks throughout Boise neighborhoods, in partnership with Lost Grove Brewing and Energize Our Neighborhoods.
• Patty Duke Awards Idaho High School Theater Awards program recognizing outstanding achievement in high school musical theater across Idaho, formerly known as the Idaho High School Theater Awards (IHSTA). Includes the Velma V. Morrison Educator of the Year Award. In its 5th year in 2026.
• Student Programs Programs including Act II Ambassadors (leadership skills), Student Art Gallery, Broadway by the River, Bravo Broadway Ensemble, Morrison Center Student Employment, and hands-on workshops for K-12 and university students.
• The Magicians Table An immersive close-up magic experience where world-class magicians perform at tables on the Morrison Center Main Stage, with live music, craft cocktails, and theatrical storytelling. VIP "Dieter's Table" full-table experience available.
• Classical Queens: Our Time A commissioned theatrical orchestral production blending classical music, rap, poetry, and dance, exploring the stories of Black women composers Florence Price and Margaret Bonds. Created by Jessica Joy Harned.
• Theresa Caputo Live: The Experience A live experience featuring Theresa Caputo, known as the Long Island Medium, sharing messages of comfort and healing from deceased loved ones. Produced by Mills Entertainment. Tickets start at $68.25 including fees.
• To Kill a Mockingbird Aaron Sorkin's Tony Award-winning adaptation of Harper Lee's Pulitzer Prize-winning novel, directed by Bartlett Sher, hosted as a touring Broadway production at the Morrison Center.
• Venue Rental Rental of Morrison Center facilities for events including weddings, retirement parties, and corporate events. Inquiries handled by the Venue and Patron Services Manager.
• Accessibility Services Services including audio description for blind and visually impaired patrons, sign language interpretation, assisted listening devices, and handicapped accessible seating.
• Ovation Lounge Premium Experience Pre-show access to exclusive lounge with premium cocktails, comfortable seating, private restrooms, and commemorative glassware for select events.

Quantifiable outcome

• Nearly 2,000 students attended a free student matinee performance of Disney's The Lion King
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Lost Grove BrewingcoreGTM or Marketing PartnerOngoing partnership for the Neighborhood Concert Series bringing free summer concerts to Boise parks. Lost Grove Brewing provides beverages and co-branding at events. Partnership entered 5th year in 2025, 6th year in 2026.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary authorized ticketing provider for all Morrison Center events. Tickets purchased through Ticketmaster include all-in pricing with fees included.
• Energize Our NeighborhoodscoreStrategic or Co-development PartnerPartner in the Neighborhood Concert Series, helping bring free live music to neighborhoods around Boise for community engagement.
• Broadway Across AmericacoreStrategic or Co-development PartnerPartnership to bring national Broadway touring productions to Boise. The Morrison Center is identified as one of the fastest growing Broadway markets in the country.
• Boise State UniversitycoreStrategic or Co-development PartnerThe Morrison Center is part of Boise State University, providing a home for Boise State Theatre productions and student employment opportunities.
• St. Luke's Health PlanminorGTM or Marketing PartnerSponsor of Neighborhood Concert Series and community wellness programming, co-presenting free summer concerts.
• Boise City of TreesminorGTM or Marketing PartnerSponsor of the Neighborhood Concert Series supporting free community music events.
• WESTAF BIPOC Artist FundminorGTM or Marketing PartnerFunder and supporter of the Classical Queens: Our Time production, supporting diversity in performing arts.
• Arts IdahominorGTM or Marketing PartnerState arts agency supporting Classical Queens: Our Time production through funding.
• Boise City Dept of Arts & HistoryminorGTM or Marketing PartnerCity department supporting Classical Queens production and community arts programming.
• Juneteenth IdahominorGTM or Marketing PartnerCommunity organization supporting Classical Queens production celebrating Black history in music.
• Boise Bicycle ProjectminorGTM or Marketing PartnerCommunity partner for Neighborhood Concert Series providing bike repair station and routes during concerts.
• Local Hospitality PartnersminorGTM or Marketing PartnerHotel 43, Courtyard by Marriott, The Grove Hotel, Lost Grove Brewing, Cinder Wines, Trillium, Cottonwood Grille, Chandlers, R|W Investment Management, Zions Bank, St. Luke's Health Plan, Hotel 43, and Lombard Conrad Architects listed as hospitality and restaurant partners with links from the website.

Scale indicators8 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Segerstrom Center for the Arts: A regional performing arts center hosting Broadway tours, concerts, and educational programs at comparable scale. Very similar operating model: touring Broadway series, season subscriptions, corporate sponsorships, and community education outreach.
• ASU Gammage: University-operated performing arts venue at Arizona State University hosting Broadway Across America tours. Direct structural and programmatic parallel as a university-based regional Broadway presenting house.
• Bass Performance Hall: Fort Worth performing arts venue hosting Broadway tours and touring artists with a similar presenting-and-education mission. Comparable scale and audience profile for touring Broadway product.
• Aronoff Center for the Arts: Cincinnati performing arts center hosting Broadway tours, concerts, and rental events. Comparable regional presenting model with similar attendance scale and educational outreach.
• Wharton Center for Performing Arts: University-affiliated performing arts center at Michigan State University presenting Broadway tours and touring artists. Closest peer structurally given the shared Boise State University affiliation and education integration.
• Dr. Phillips Center for the Performing Arts: Mid-sized regional performing arts center with multiple venues hosting Broadway tours, concerts, and community programming. Comparable revenue mix (tickets, sponsorships, rentals) and similar community education mission.
• Ordway Center for the Performing Arts: Saint Paul-based performing arts center with Broadway touring, concerts, and education programs at comparable scale. Similar mix of ticket sales, rentals, and donor-supported community programming.
• Blumenthal Performing Arts: Charlotte-based performing arts organization operating multiple venues with Broadway tours, concerts, and education. Comparable mix of presenting, education, and community programming in a mid-sized metro.

Broad incumbents

• Lincoln Center: New York's flagship multi-venue performing arts complex. Overlaps with Morrison Center in Broadway and concert presenting but at vastly larger scale and as a national/international tourism destination rather than a regional venue.
• The Kennedy Center: National-level performing arts venue and Broadway/arts presenter. Overlaps in Broadway touring and education programming but operates at far greater scale and geographic reach as a national cultural institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MorrisonCenterBoiseID
• Instagraminstagram.com/morrisoncenter
• Xx.com/morrisoncenter
• YouTubeyoutube.com/channel/UCuFjGrmbhKiOft6Tj2xMqAg
• LinkedInlinkedin.com/company/morrison-center

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 Morrison Center