ATT Performing Arts Center

What ATT Performing Arts Center does

The AT&T Performing Arts Center is a 501(c)(3) non-profit operating a 10-acre performing arts campus in the heart of the Dallas Arts District, anchored by three purpose-built venues: the Margot and Bill Winspear Opera House (2,200 seats, designed by Foster + Partners), the Dee and Charles Wyly Theatre (configurable, designed by REX/OMA), and the Annette Strauss Square (outdoor). It also operates, through City of Dallas partnerships, the Moody Performance Hall, Kalita Humphreys Theater, Majestic Theatre, and Texas Theatre, effectively expanding its venue footprint beyond the owned Flora Street campus. The Center is home to five resident companies — The Dallas Opera, Texas Ballet Theater, Dallas Theater Center, Dallas Black Dance Theatre, and Anita N. Martinez Ballet Folklorico — and two programming partners, Broadway Dallas and TITAS/DANCE UNBOUND.

The Center generates revenue through seven distinct streams: ticket sales (single tickets, Broadway subscriptions, group sales of 10+); tiered Center Circle memberships ranging from $125 to $10,000+ annually; tax-deductible individual donations and Annual Fund gifts; corporate sponsorships at levels from $15,000 to $100,000+ (AT&T, Lexus, Reliant, PNC, Jacobs, Sammons Enterprises, Haynes and Boone, Moody Foundation, Toyota); concessions and dining at Skyline Terrace and Flora Cantina (operated by G Texas Catering); paid parking at the Lexus Red and Lexus Silver underground facilities; and venue rentals for private and corporate events. Distribution is direct-to-consumer via the Center's own website, phone box office, in-person box offices, and group sales, supplemented by TicketDFW and the Broadway Dallas mobile app.

The Center reported 311,080 total attendees in 2023 — a 22% year-over-year increase — with 47 sold-out performances, 1,284 new Annual Fund donors, and 300+ active volunteers. Education and community engagement programs (Open Stages, Backstage Spotlight, Disney Musicals in Schools, ArtsBridge, Student Rush, Public Works Dallas, Young Women's Leadership Conference) serve students, educators, and culturally underserved Dallas communities, with the Anita N. Martinez Ballet Folklorico reaching 50,000 children annually. The Center also holds KultureCity sensory-inclusion certification. Headcount is 251-500 employees, with management led by a Vice President of Development (Kendall Purpura) and a Vice President of Marketing (Michelle Kuckelman).

Name

ATT Performing Arts Center

Legal name

AT&T Performing Arts Center

Website

https://attpac.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

The AT&T Performing Arts Center is a 501(c)(3) non-profit operating a 10-acre, three-venue performing arts campus in the Dallas Arts District, hosting five resident companies and two programming partners, serving North Texas audiences through ticketed performances, tiered memberships, and corporate-funded community and education programs.

Ownership category

akta.pro rank

Product category

Performing Arts Venue and Live Entertainment

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111), Theater Companies and Dinner Theaters (71111), 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), Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE), Theater, Musicals & Performing Arts (THAJAFAB), Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB), Theater & Performing Arts Ticketing (HSACALAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Performing arts venue
• Live entertainment
• Broadway series
• Arts education
• Venue rentals

Headquarters

HQ city

Texas

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from single tickets, season subscriptions, and group sales for performances across all Center venues and partner-operated venues.
2. Membership Programs: Annual Center Circle memberships at multiple tiers ($125-$10,000+) offering benefits including advance ticket access, preferred seating, concessions vouchers, lounge access, and parking benefits.
3. Donations and Annual Fund: Tax-deductible contributions supporting operations, education, and community programs. Includes major gifts, legacy giving, and Visionary Circle donations.
4. Corporate Sponsorships: Corporate partner sponsorships at various levels ($15,000+) including AT&T, Lexus, Reliant, PNC, Jacobs, and others, providing naming rights, branding, and hospitality benefits.
5. Concessions and Dining: Food and beverage sales through Skyline Terrace dining, Flora Cantina restaurant, and mobile concessions at performances.
6. Parking Services: Underground parking at Lexus Red and Lexus Silver lots, with advance and gate pricing, valet services, and complimentary parking for Lexus vehicle owners.
7. Venue Rentals and Private Events: Rental of venues for private events, corporate functions, and special occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

The AT&T Performing Arts Center operates a 10-acre performing arts campus in the Dallas Arts District, hosting live performances across three principal venues—the Margot and Bill Winspear Opera House, the Dee and Charles Wyly Theatre, and the Annette Strauss Square. The Center sells tickets and season subscriptions for Broadway tours, opera, ballet, dance, comedy, and music; offers tiered Center Circle memberships; and provides supporting hospitality services including dining, parking, and private venue rentals. It also runs student, educator, and community engagement programs in partnership with five resident companies and two programming partners.

Product overview

The AT&T Performing Arts Center operates a multi-venue performing arts campus in the Dallas Arts District, offering a portfolio of ticketed performance products and membership services. The core offerings include the Broadway at the Center subscription series featuring touring productions at the Winspear Opera House, individual performance tickets across multiple venues (Winspear Opera House, Wyly Theatre, Hamon Hall, Studio Theatre, Annette Strauss Square), and tiered Center Circle Memberships providing exclusive access and perks. Add-on services include dining at the Skyline Terrace and Flora Cantina, parking facilities (Lexus Red and Lexus Silver), and the PNC Members Lounge for premium members. The organization also operates education and community engagement programs including student workshops, leadership conferences, and accessibility initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Broadway at the Center Series A season subscription series featuring touring Broadway musical productions presented at the Winspear Opera House, including iconic hits and fresh premieres, for Dallas-area audiences.
• Center Circle Memberships A tiered annual membership program ranging from $125 to $10,000+ that offers advance ticket access, preferred seating, complimentary concessions, lounge access, and parking passes to performing arts patrons.
• Individual Ticket Sales Single-ticket purchases for individual performances across all Center venues, available online, by phone, and at on-site box offices.
• Winspear Opera House Performances The principal 2,200-seat performance venue featuring the Margaret McDermott Performance Hall with variable acoustics for opera, ballet, and musical theatre.
• Wyly Theatre Performances An architecturally innovative theater designed by REX/OMA featuring the Potter Rose Performance Hall with configurable thrust, proscenium, or flat floor staging for intimate performances.
• Annette Strauss Square Performances An open-air outdoor venue serving as a gathering space for family-friendly events, concerts, and performances adjacent to the main venues.
• Venue Rentals for Private Events Private event rentals of the Winspear Opera House, Wyly Theatre, and outdoor campus spaces for corporate functions, weddings, and celebrations.
• Student and Educator Programs Educational initiatives including Open Stages, Backstage Spotlight, Disney Musicals in Schools, the North Texas Ballet Folklórico Contest, and the Young Women's Leadership Conference, targeting students from elementary through high school and their educators.
• Community Programs Community access and engagement programs including ArtsBridge, Public Works Dallas, Elevator Project, Student Rush, PNC Patio Sessions, and Reliant Lights Your Holidays, serving culturally underserved Dallas communities.

Quantifiable outcome

• 311,080 total attendance in 2023 with 22% year-over-year increase
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core, flagship, major and minor.

• Anita N. Martinez Ballet FolkloricocoreStrategic or Co-development PartnerResident dance company educational performing dance company reaching 50,000 children annually through Ballet Folklorico, celebrating Mexican heritage through historical art form
• Dallas Black Dance TheatrecoreStrategic or Co-development PartnerResident contemporary modern dance company bridging cultures and reaching diverse communities through dance and education programs
• Texas Ballet TheatercoreStrategic or Co-development PartnerResident ballet company setting standard for artistic excellence in ballet productions and education outreach in North Texas
• Dallas Theater CentercoreStrategic or Co-development PartnerResident regional theater known for provocative original works, beloved classics, and commitment to diversity and inclusion
• The Dallas OperacoreStrategic or Co-development PartnerResident opera company preserving best of art form while premiering bold original works raising cultural profile of North Texas
• AT&TflagshipGTM or Marketing PartnerExclusive naming sponsor of the Center; honored to sponsor world-class facility serving North Texas residents and visitors
• LexusflagshipGTM or Marketing PartnerNaming sponsor for Lexus Red and Lexus Silver parking facilities; provides complimentary parking benefits for Lexus vehicle owners
• ReliantflagshipGTM or Marketing PartnerOfficial Energy Provider of the Center; supports cultural programming
• PNCflagshipGTM or Marketing PartnerSponsor of PNC Members Lounge; supports communities through arts; recognizes arts experiences enrich lives and build stronger communities
• JacobsmajorGTM or Marketing PartnerCorporate sponsor at $100,000+ level supporting Center operations
• Sammons EnterprisesmajorGTM or Marketing PartnerCorporate sponsor at $100,000+ level; Elaine D. and Charles A. Sammons Park named after founding donors
• G Texas CateringmajorStrategic or Co-development PartnerExclusive catering partner operating Skyline Terrace dining and elevated concessions; reimagined pre-performance dining experience
• Haynes and BoonemajorGTM or Marketing PartnerCorporate sponsor at $50,000+ level; law firm with long history of supporting arts
• City of Dallas Office of Arts & CulturecoreStrategic or Co-development PartnerOwner and operator of Moody Performance Hall, Kalita Humphreys Theater, and Majestic Theatre; manages partner-operated venues
• City of Dallas Office of Cultural AffairscoreStrategic or Co-development PartnerManages Majestic Theatre; provides cultural programming and support for Dallas arts district
• KultureCityminorStrategic or Co-development PartnerSensory inclusivity partner providing certification and resources for guests with sensory needs; provides sensory bags with fidget tools and noise-canceling headphones
• LyftminorGTM or Marketing PartnerOfficial rideshare partner; code ATTARTS provides 50% off first 2 rides up to $10/ride
• HALL Arts HotelminorStrategic or Co-development PartnerPreferred hotel partner with ASTRA Kitchen + Lounge restaurant featured in dining recommendations
• The Ritz-Carlton DallasminorStrategic or Co-development PartnerPreferred restaurant partner featuring Fearings Restaurant by Chef Dean Fearing; private dining available

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/attpac
• Facebookfacebook.com/attpac

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 ATT Performing Arts Center