SCERA

What SCERA does

SCERA is a 501(c)(3) nonprofit arts organization headquartered in Orem, Utah, founded in 1933 as a community gathering space during the Great Depression and now operating as Utah Valley's principal performing arts presenter after 85+ years of continuous service. The organization's core product is venue-based performing arts and entertainment delivered across a six-building Orem campus: the SCERA Center for the Arts (containing the 733-seat Clarke Grand Theatre and 450-seat Theatre 2), the 4,000+ capacity SCERA Shell Outdoor Theatre in SCERA Park, Gallery 101 art gallery, the Orem Heritage Museum, SCERA Art Studios, and the SCERA Shop Building housing costume, prop, and scenic departments. Programming spans live theatre productions, feature films and cinema classics, summer outdoor movies, concerts, and special events, complemented by a substantial arts education arm covering dance, voice, drama, visual arts, magic, and private instruction for youth, adults, seniors, and homeschool families.

The business model is a hybrid nonprofit revenue stack with no public financial disclosure. Earned revenue is generated through ticket sales (subscription season tickets offering 25-50% discounts, plus individual $2-$45 event tickets), education tuition and registration fees (semester classes, summer camps, private lessons ranging from $40 voice lessons to $1,250 annual Acting Up tuition), facility rentals (theatres, multi-purpose rooms), and costume/prop/scenic rentals to outside theatrical organizations. Contributed revenue comprises tax-deductible donations (via PayPal), corporate sponsorships, the Buy A Seat Campaign ($250 named plaque donations), and grants from the National Endowment for the Arts and Utah Arts Council. A small gift card program ($5-$200) serves as a flexible prepaid distribution layer. The go-to-market motion is community-led and direct-to-consumer: word-of-mouth, email newsletter, social media (Facebook, Instagram, YouTube, Pinterest), podcast, and on-site/phone box office sales, with online ticketing through the Tickets.com (MPV) platform.

Operations are executed by a lean professional staff of 17-18 full-time-equivalent employees supplemented by nearly 1,000 volunteers (including 500+ volunteer cast members) contributing 172,000+ hours annually, a structural dependency that effectively caps scaling without further volunteer mobilization. Partnership channels include co-presenters such as the Utah Valley Symphony, Center Stage Performing Arts Studios, and BYU Cougarettes, plus licensing relationships with Music Theatre International for branded musical productions. The customer base is highly demographic-diversified across Utah County, with primary segments being families with children, youth ages 5-18, adults and seniors, homeschool families, and theatrical organizations renting the costume/prop inventory.

Name

SCERA

Legal name

SCERA Corporation

Website

https://scera.org

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

51–100 employees

Short description

SCERA is a 501(c)(3) nonprofit operating two indoor theatres, a 4,000-capacity outdoor amphitheater, a heritage museum, and an arts education program across Orem, Utah. It serves Utah County families, youth, and adults with live theatre, concerts, films, and arts classes, supported by ticket sales, tuition, rentals, and donations.

Ownership category

akta.pro rank

Product category

Performing Arts and Cultural Education

NAICS

Theater Companies and Dinner Theaters (711110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB), Theatre Education, Training & Conservatories (MPAGABAN), Arts Education & Community Arts Programs (BPAGAHAC)

Keywords

• Performing arts center
• Arts education programs
• Live theatre productions
• Community arts nonprofit
• Outdoor amphitheatre events

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Revenue from tickets to movies, plays, concerts, and outdoor movies at SCERA venues. Ticket prices vary by event type and seating.
2. Education Tuition and Registration: Fees for arts education classes, summer camps, private lessons, and semester programs in drama, dance, art, voice, and music.
3. Facility and Equipment Rentals: Rental income from theatres, multi-purpose rooms, costume shop, prop shop, and scenic rentals to individuals, groups, and organizations.
4. Donations and Sponsorships: As a 501(c)(3) nonprofit, SCERA receives charitable donations and corporate sponsorships. Donations are tax-deductible.
5. Gift Cards: Sale of gift cards in denominations from $5 to $200, usable for tickets, concessions, tuition, and rentals.
6. Costume and Prop Rentals: Year-round rental of costumes and props to individuals, groups, businesses, churches, and theatrical organizations.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

SCERA is a nonprofit performing arts and arts education organization that operates multiple venues in Orem, Utah. It presents live theatre, concerts, feature films, and outdoor movies at its indoor theatres (Clarke Grand Theatre, Theatre 2) and outdoor amphitheatre (SCERA Shell), and delivers year-round classes, summer camps, and private lessons in drama, dance, voice, art, music, and magic. The organization also rents facilities, costumes, and props to individuals, schools, churches, and theatrical organizations.

Product overview

SCERA is a non-profit performing arts and arts education organization offering a portfolio of venue-based entertainment and educational programs. The core offerings include two performance venues: SCERA Center for the Arts (indoor theatres including the Clarke Grand Theatre for films and live productions) and SCERA Shell Outdoor Theatre (outdoor amphitheatre for summer musicals, concerts, and movies). These are supplemented by Gallery 101 art gallery and the Orem Heritage Museum. SCERA's education arm encompasses youth theatre (Acting Up, SCERA Youth Theatre), dance programs, voice lessons, art classes through SCERA Art Studios, summer camps, magic programs, and private instruction. Supporting services include costume/prop/scenery rentals, gift cards, season tickets, and a mobile app for class registration. The organization serves Utah Valley with family-friendly programming spanning live theatre, concerts, film screenings, and visual arts education.

Differentiator

Problem solved

Functional benefit

Brands

• SCERA Center for the Arts: Indoor performing arts venue with Clarke Grand Theatre (733 seats) and Theatre 2, featuring live theatre, films, and education programs.
• SCERA Shell Outdoor Theatre
• Orem Heritage Museum
• Gallery 101
• Acting Up

Products and services

• SCERA Center for the Arts Indoor performing arts venue in Orem, Utah featuring the 733-seat Clarke Grand Theatre (with 40' x 20' digital projection screen) and 450-seat Theatre 2. Hosts live theatre, concerts, feature films, cinema classics, special events, and arts education programs for families and the community.
• SCERA Shell Outdoor Theatre Outdoor amphitheatre located in SCERA Park in Orem, Utah, accommodating 4,000+ patrons on a grassy slope under the Wasatch Mountains. Hosts grand-scale summer musicals, nationally touring concerts, and outdoor movies under the stars. Attracts 60,000+ attendees each summer season.
• Orem Heritage Museum Free admission museum in a historic former LDS Seminary building showcasing Orem's history through a 2,000-piece collection of artifacts, displays, and exhibits. Offers guided tours to families, schools, churches, civic groups, senior groups, and scout groups.
• Gallery 101 1,740 square foot art gallery (49' x 36') at SCERA Center featuring rotating monthly exhibits in various mediums with artist receptions and art sales.
• SCERA Costume Shop Rentals Year-round rental service offering theatrical costumes and accessories to individuals, groups, businesses, churches, and theatrical organizations.
• SCERA Prop and Scene Shop Rentals Year-round rental service offering hundreds of props and set items from SCERA's inventory to individuals, groups, and theatrical organizations.
• SCERA Facility Rentals Rental of SCERA theatres and multi-purpose rooms for festivals, meetings, events, parties, recitals, receptions, workshops, classes, concerts, shows, and rehearsals.
• Summer Camps Program Arts education summer camps for kids, teens, and adults covering drama, art, music, dance, magic, film, and ukulele (e.g., Musical Theatre 101 camp at $115 for 5 days, Camp SCERA at $125, Wizard Boot Camp at $295).
• SCERA Youth Theatre Youth drama education program voted #1 Acting Studio in the Daily Herald's Best of Utah Valley Poll, featuring semester-long classes and performance opportunities for kids and teens.
• Acting Up National award-winning audition-only high school theatre company (grades 10-12) featuring monthly outreach shows, musical firesides, full-scale productions, and MTCA competition in California. Annual tuition $1,250 ($125/month August-May with $200 production fee).
• Adults & Seniors Arts Programs Arts education programs for adults 18+ and seniors 55+ including dance (ballroom, tap), voice lessons, art classes (stained glass), pottery, and ballroom lessons.
• Private Lessons (Dance, Voice, Piano) One-on-one instruction in dance styles (tap, ballet, jazz, musical theatre, ballroom), voice, and piano for various skill levels. Private voice $40/30 min; private dance $45/hour or $60/group (up to 2 people).
• Magic Programs Magic education programs including Magic Explorers for ages 5-7 and Wizard Boot Camp with wand graduation levels (e.g., Purple Wand at $295), using the Discover Magic curriculum.
• Dance Education Program Comprehensive dance education for kids, teens, and adults featuring tap, jazz, ballet, hip hop, and ballroom with beginning to intermediate levels (e.g., Adult Tap 8-week session at $65).
• Voice Education Program Voice instruction including private lessons, group classes, SCERA Chamber Singers, and progressive voice training for all skill levels.
• SCERA Art Studios Visual arts education facility at 340 East 720 South, Orem, offering classes in various mediums (stained glass, pottery, painting) for kids, teens, homeschoolers, and adults. Includes programs like Adult Stained Glass (5-week session at $265) and Tiny Wheel Pottery.
• SCERA Shell Season Tickets Annual subscription tickets for SCERA Shell Outdoor Theatre summer season including 3 musicals, 7 concerts, and 6 free outdoor movies, offered in General Admission ($150 Adult), Reserved Section B ($250), and Reserved Section A ($300) tiers with 25-50% discounts vs. single ticket prices.
• SCERA Gift Cards Gift cards usable at SCERA Center for the Arts and Shell Outdoor Theatre for tickets, concessions, tuition, and rentals, available in denominations from $5 to $200.

Quantifiable outcome

• 85+ years of continuous operation serving Utah County citizens
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• James & Andrea Clarke FamilycoreStrategic or Co-development PartnerPartnership with Clarke Grand Theatre naming rights. The Clarke family partnership enables continued improvements to the SCERA Center for the Arts, with the first improvement being a complete repainting of the historic venue's exterior.
• America's Freedom Festival at ProvocoreStrategic or Co-development PartnerCo-presenter of the Cries of Freedom musical event, part of America's Freedom Festival celebration including America's 250th anniversary.
• Center Stage Performing Arts StudiosminorStrategic or Co-development PartnerCo-presenter of Dancing Under the Stars, Utah's popular dance spectacular featuring award-winning dance teams.
• Utah Valley SymphonyminorStrategic or Co-development PartnerCo-presenter of Heather Headley concert, accompanied by the Utah Valley Symphony.
• Music Theatre International (MTI)coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for musical productions including Roald Dahl's Matilda the Musical and Guys and Dolls. SCERA presents these productions through special arrangement with MTI.
• BYU CougarettesminorOthers28-time National Champion dance team appearing as special guests at Dancing Under the Stars event.
• Orem CityminorGTM or Marketing PartnerCommunity partner, SCERA is located in Orem's 'Family City USA' and benefits from city support.
• Utah Arts CouncilminorGTM or Marketing PartnerState arts agency providing recognition and support for Utah arts organizations.

Scale indicators10 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Tuacahn Center for the Arts: Outdoor amphitheatre and arts center in Ivins, Utah presenting Broadway-style musicals, concerts, and education programs. Comparable to SCERA's Shell Outdoor Theatre programming model and Utah nonprofit performing arts positioning.
• Sundance Institute: Utah-based nonprofit founded by Robert Redford supporting independent artists across film and theatre. Comparable as a Utah nonprofit arts organization with performance, education, and community programming components.
• Utah Shakespeare Festival: Tony Award-winning regional repertory theatre in Cedar City, Utah producing Shakespeare plays, musicals, and education programs. Comparable as a Utah-based nonprofit performing arts presenter with education and community programming.
• Hale Centre Theatre: A nonprofit performing arts center in Sandy, Utah operating multiple theatre venues with year-round musical and play productions plus arts education. Most direct comparable to SCERA given shared Utah location, nonprofit structure, and multi-theatre model.

Broad incumbents

• La Jolla Playhouse: Tony Award-winning regional theatre in San Diego producing new plays, musicals, and education programs. Comparable as a nonprofit regional theatre presenting diverse programming with education programming and donor-supported model.
• Cincinnati Playhouse in the Park: Regional Tony-honored theatre producing plays, musicals, and education programming. Comparable as a multi-decade nonprofit performing arts organization with similar producing, education, and venue-rental model.
• Goodspeed Musicals: Historic nonprofit musical theatre in Chester, Connecticut known for developing new and revived musicals. Comparable to SCERA as a long-established (since 1963) regional musical theatre presenter with education programs.
• Center Stage (Baltimore): Maryland's largest regional professional theatre producing plays, musicals, and education programs. Comparable as a multi-venue nonprofit presenting diverse programming with strong education and community-outreach components.
• Paper Mill Playhouse: Historic nonprofit regional theatre in Millburn, New Jersey producing musicals, plays, and education programs. Comparable to SCERA as a long-standing (since 1938) nonprofit presenting theatre with strong education programs and donor base.

Regional players

• Hunstville Museum of Art: Regional art museum operating permanent collections and rotating exhibitions - comparable to SCERA's Orem Heritage Museum and Gallery 101 visual arts components.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCdKQ5N5K1_U5joqDE0yK6Pw
• Facebookfacebook.com/SCERAupdate
• Pinterestpinterest.com/sceraupdate
• Xx.com/sceraupdate
• LinkedInlinkedin.com/company/scera

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 SCERA