Granada Theater
Granada Theater is a privately held, historic live music venue in Dallas, Texas, hosting up to 1,100 guests for nationally touring acts, local artists, and private events, with tickets sold via Prekindle and on-site bar, concessions, and adjacent restaurant revenue.
- Company typePrivate
- Founded1946
- HeadquartersDallas, United States
- Headcount11–50
- GTM type—
- OfferingServices
What Granada Theater does
Granada Theater is a privately held live music venue headquartered at 3524 Greenville Avenue in Dallas, Texas, operating in a 1946 Art Deco building originally designed by Raymond F. Smith with murals by artists who also worked on Los Angeles' Grauman's Chinese Theater. The venue's core product is an up to 1,100-seat concert hall (originally 950 seats as a movie theater) with floor and balcony levels that hosts nationally touring acts as well as local and niche performers, supplemented by private event hosting for corporate parties, weddings, product launches, fashion shows, film screenings, business meetings, and discussion forums. In October 2024 the venue installed a brand-new state-of-the-art sound system to mark 20 years of ownership by Mike Schoder and Julia Garton, who acquired the property in 2004 and repositioned it as one of Dallas' most diverse and intimate live music venues, recognized repeatedly by regional publications and named among the top 50 venues in the country.
The company monetizes through three primary streams: commission-based ticket sales routed through an exclusive partnership with the Prekindle ticketing platform (with door box-office sales as a secondary channel), on-site bar/concessions accepting cash and major credit cards, and private-event venue rentals coordinated by a dedicated events team. Ancillary revenue is captured via the adjacent Sundown at Granada scratch-kitchen restaurant, which operates as a separate but co-located dining amenity. Marketing is community-driven and event-driven, relying on an email newsletter for presale codes and announcements, organic social (Instagram/Facebook) with concert photography galleries, and direct ticketing through Prekindle, while explicitly steering patrons away from reseller/scalper sites. Operational scale is modest (11-50 employees) and concentrated in a single Dallas-Fort Worth location, and the venue markets differentiated attributes such as ADA-accessible floor-level seating with Serenity staff assistance and flexible configurations (General Admission, seated, or mixed).
The business carries no disclosed venture capital, private equity, or institutional investment; it is owner-operated and event-funded. Granular post-1997 financials are not publicly disclosed, and the venue's only revenue reference point is a $2 million figure reported in 1997 under prior ownership that does not reflect the current operating model.
Granada Theater firmographics
Firmographics- Name
- Granada Theater
- Legal name
- Granada Theater
- Website
- https://granadatheater.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Granada Theater is a privately held, historic live music venue in Dallas, Texas, hosting up to 1,100 guests for nationally touring acts, local artists, and private events, with tickets sold via Prekindle and on-site bar, concessions, and adjacent restaurant revenue.
- Ownership category
- akta.pro rank
Granada Theater industry classification
Industry- Product category
- Live Music Venue
- NAICS
- Performing Arts, Spectator Sports, and Related Industries (711)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Live Music Clubs & Venues (MPAGAIAB)
- akta.pro secondary industry
- VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)
Keywords
Where Granada Theater is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Granada Theater business model
Business model- Offering type
- Services
Revenue model
- Ticket Sales: Commission-based ticket sales through Prekindle ticketing platform. Tickets sold online and at door unless sold out.
- Bar/Concessions: On-site bar service with alcoholic and non-alcoholic beverages. Accepts cash and all major credit cards.
- Private Event Rentals: Venue rental for corporate events, holiday parties, weddings, receptions, product launches, fashion shows, film screenings, business meetings, and discussion forums.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | On-site Parking |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Granada Theater product offering
Product offeringCore offering
Granada Theater is a historic Art Deco live music venue on Dallas' Lower Greenville Avenue hosting up to 1,100 guests for nationally touring and local concerts. The venue also offers private event hosting for corporate and social functions and operates an adjacent scratch-kitchen restaurant, Sundown at Granada.
Product overview
Granada Theater operates as a single primary venue — a historic movie theater converted into a live concert space capable of hosting up to 1,100 guests. The venue features floor and balcony seating areas and typically books larger nationally touring musical acts. Adjacent to the theater is Sundown at Granada, a scratch-kitchen restaurant serving dinner. The company also offers private event hosting services for corporate and social occasions. In October 2024, the venue completed installation of a brand-new state-of-the-art sound system to celebrate its 20th anniversary under current ownership.
Differentiator
Problem solved
Functional benefit
Brands
- Granada Cinema 'n' Drafthouse: Historical drafthouse concept launched in 1987 featuring beer service while watching second-run movies.
Products and services
- Granada Theater Live Concerts Live music concerts featuring nationally touring acts and local artists at a historic Art Deco venue with floor and balcony seating for up to 1,100 guests. Targeted at music fans in the Dallas-Fort Worth area.
- Private Event Hosting
- Sundown at Granada Adjacent full-kitchen restaurant offering dinner service to theater patrons and walk-in diners. Targeted at concert attendees and local diners.
- On-Site Bar and Concessions On-site bar and concession service for concert attendees, offering alcoholic and non-alcoholic beverages. Targeted at live music patrons during events.
Companies that use Granada Theater
Customer profileSegments2 records
Granada Theater technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Granada Theater partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PrekindlecoreOfficial ticketing partner for all Granada Theater events. All tickets must be purchased through Prekindle to avoid scalper and reseller websites.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Granada Theater competitors and assessment
Company assessmentDirect peers
- Tipitina's: Legendary New Orleans live music venue with similar capacity, bar-driven economics, and a comparable role as a flagship regional room for touring and local artists.
- The Independent: San Francisco indie venue of similar capacity and operating model (tier-2 touring acts, full bar, GA floor), often cited in the same conversation as America's top mid-size rooms.
- First Avenue: Minneapolis music venue of similar vintage and brand stature, frequently cited alongside Granada in best-venue rankings; comparable ticketing-plus-bar-plus-rental economics.
- 9:30 Club: Washington DC landmark live music club with a comparable 1,200-ish capacity tier, national touring focus, and recognized brand that competes for similar artist routing decisions.
- Trees: Long-running Dallas live music club on the same Lower Greenville / Deep Ellum corridor that books comparable touring indie and rock lineups, competing directly for shows and patrons.
- The Troubadour: Iconic West Hollywood venue of comparable size and programming style (legacy music club turning over touring acts nightly), a national benchmark for the intimate tier in which Granada operates.
- The Kessler Theater: Intimate Dallas live music venue in the Bishop Arts district with similar capacity and a comparable mix of nationally touring and local acts; the most direct local competitor for the same DFW concert-going audience.
- Bowery Ballroom: New York City mid-sized music venue operating on a nearly identical model (GA floor, balcony, tier-2 touring indie/rock, full-service bar).
Broad incumbents
- Live Nation Entertainment: Dominant live-entertainment promoter and venue operator that books many of the same touring artists that visit Granada; a counterpart in artist routing rather than a head-to-head competitor at the 1,100-cap tier.
- House of Blues (Dallas): Dallas location of a national chain operating at a higher capacity and broader programming slate; overlaps with Granada's touring-act business but with a corporate, multi-venue platform and parent backing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Granada Theater social profiles
Digital presenceGranada Theater financial estimates
Financial estimateRevenue estimate
Valuation estimate
Granada Theater leadership team
Management profileNumber of profiles
Granada Theater funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Granada Theater M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Granada Theater
What does Granada Theater do?
Granada Theater is a historic Art Deco live music venue on Dallas' Lower Greenville Avenue hosting up to 1,100 guests for nationally touring and local concerts. The venue also offers private event hosting for corporate and social functions and operates an adjacent scratch-kitchen restaurant, Sundown at Granada.
Is Granada Theater a public or private company?
Granada Theater is a private company. It is classified as family owned and is currently operating.
When was Granada Theater founded?
Granada Theater was founded in 1946. It employs 11 to 50 people.
Where is Granada Theater based?
Granada Theater is headquartered in Dallas, United States, in the North America region.
How does Granada Theater make money?
Three revenue lines are on record. Ticket Sales are the primary driver. The others are bar/Concessions and private Event Rentals.
Who are Granada Theater's main competitors?
Direct peers on record are Tipitina's, The Independent, First Avenue, 9:30 Club, Trees, The Troubadour, The Kessler Theater and Bowery Ballroom. Broad incumbents are Live Nation Entertainment and House of Blues (Dallas).
Does Granada Theater have an API?
No public API is recorded for Granada Theater.
What industry is Granada Theater in?
Granada Theater's product category is Live Music Venue. Its primary akta.pro industry code is MPAGAIAB, Live Music Clubs & Venues, with a secondary code of MPAGAHAG, VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences). Its NAICS code is 711 and its SIC code is 7990.