Overture Center
Overture Center for the Arts is a 501(c)(3) nonprofit performing arts center in Madison, Wisconsin, operating seven performance spaces and five galleries since 2004 to host Broadway tours, touring artists, nine resident companies, and free community programs serving nearly 500,000 people annually.
- Company typePrivate
- Founded2004
- HeadquartersMadison, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Overture Center does
Overture Center for the Arts (legally Overture Center Foundation) is a 501(c)(3) nonprofit performing arts center located at 201 State Street in downtown Madison, Wisconsin. Founded and opened in 2004, the facility comprises seven state-of-the-art performance spaces and five galleries, and is home to nine award-winning resident arts organizations: Children's Theater of Madison, Forward Theater Company, Kanopy Dance Company, Li Chiao-Ping Dance, Madison Ballet, Madison Opera, Madison Symphony Orchestra, Wisconsin Chamber Orchestra, and the James Watrous Gallery operated by the Wisconsin Academy of Sciences, Arts & Letters. The center presents Broadway touring productions in partnership with Broadway Across America, national and international touring artists, Overture Presents series programming, free community and education programs (Kids in the Rotunda, OnStage Student Field Trips, Disney Musicals in Schools, Jerry Awards, Duck Soup Cinema), and accessibility-focused programming including ASL interpretation, audio description, sensory-friendly performances, and the Community Ticket Program partnering with 100+ local social service organizations at ticket prices as low as $2.
The center operates a hybrid revenue model across five streams: ticket sales (Broadway subscriptions, Make Your Own subscriptions, group tickets, single tickets with facility fees of $27-$31.50 per subscription seat and $4.50 per single ticket); venue rentals for corporate meetings, conferences, weddings, banquets, and trade shows; concessions and catering through an in-house provider (Food Fight Restaurant Group / Catering a Fresco); premium memberships and experiences including the Broadway Club ($100/seat fee) and themed pre-show events such as the Jazz Age Soirée at $78-$90 per person; and donations and fundraising through individual giving, corporate and foundation giving, planned giving, and the Overture Forever program. Pricing models span subscriptions with auto-renewal, unit pricing ($25-$44 for individual shows), transaction-based service fees, and one-time premium experience tiers.
Technical infrastructure includes digital ticketing with QR codes accessible via a mobile wallet at wallet.overture.org (digital tickets activate two hours pre-show), online ticketing at tickets.overture.org, touchless AI-based walk-through weapons detection security screening replacing traditional bag checks, and a dual-filtration HVAC system with increased outside air volumes meeting CDC guidelines. Distribution channels include online, phone (608.258.4141), in-person ticket office, group sales (10+ ticket discounts), Broadway Across America presenting partnership, and corporate venue rentals. Marketing is executed through weekly email newsletters, active social media on Facebook, Instagram, YouTube, and TikTok (@overturecenter), the Overture Blog, season announcement campaigns, and pre-show experiential events. The organization contributes approximately $66.9 million annually to the Madison economy (per University of Wisconsin-Whitewater Fiscal and Economic Research Center, 2025/26 season) and delivers nearly 500,000 artistic and educational experiences per year, of which approximately 40% are free or low-cost.
Overture Center firmographics
Firmographics- Name
- Overture Center
- Legal name
- Overture Center Foundation
- Website
- https://overture.org
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Overture Center for the Arts is a 501(c)(3) nonprofit performing arts center in Madison, Wisconsin, operating seven performance spaces and five galleries since 2004 to host Broadway tours, touring artists, nine resident companies, and free community programs serving nearly 500,000 people annually.
- Ownership category
- akta.pro rank
Overture Center industry classification
Industry- Product category
- Performing Arts Center
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
- akta.pro secondary industries
- Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB), Theater & Performing Arts Ticketing (HSACALAC)
Keywords
Where Overture Center is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Overture Center business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Ticket Sales: Revenue from selling tickets to Broadway tours, national/international touring artists, and local performances. Includes single tickets, subscription packages (6-show, 7-show, Make Your Own), group tickets, and season subscriptions with facility fees and processing fees.
- Venue Rentals: Rentals of performance spaces and event venues for private events including weddings, corporate meetings, conferences, trade shows, banquets, and receptions.
- Donations and Fundraising: Individual giving, corporate and foundation giving, planned giving, Overture Forever program, and volunteer contributions. As a 501(c)(3) nonprofit, dependent on donor support to offer arts experiences.
- Concessions and Catering: Food and beverage sales before shows and during intermission, including house-made desserts, savory snacks, refreshments, and bar services.
- Premium Membership and Experiences: Broadway Club premium membership for subscribers with Orchestra level seats and Circle rows A-E ($100 fee per seat), including free coat check, 15% off merchandise, and exclusive pre-show events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Jazz Age SoiréE Evening Experience |
| One time/ perpetual license | Pay-as-you-go | Jazz Age SoiréE Matinee Experience |
| Subscription | Annual | Six-Show Broadway Package |
| Subscription | Annual | Seven-Show Broadway Package |
| Subscription | Annual | Make Your Own Subscription (3-4 shows) |
| Subscription | Annual | Make Your Own Subscription (5+ shows) |
| Unit Pricing | Pay-as-you-go | Trevor: The Musical - General Admission |
| Unit Pricing | Pay-as-you-go | Mariposa Learning Center Art Show |
| Transaction based/ take rate | Pay-as-you-go | Single Ticket Service Fees |
| Transaction based/ take rate | Pay-as-you-go | Group Discounts |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels7 records
Overture Center product offering
Product offeringCore offering
Overture Center is a nonprofit performing arts venue that presents Broadway tours, national and international touring artists, and resident company performances across seven performance spaces and five galleries. It sells tickets and subscriptions directly to consumers online, by phone, and in person; rents its spaces for private and corporate events; and operates community and education programs including Kids in the Rotunda, Overture Galleries, and OnStage Student Field Trips.
Differentiator
Problem solved
Functional benefit
Brands
- Kids in the Rotunda: A free family-friendly performing arts program introducing children to music, theater, dance and cultural traditions.
- Duck Soup Cinema
- Overture Galleries
- Jerry Awards
Products and services
- Broadway Subscriptions (Six-Show and Seven-Show Packages) Annual subscription packages for six or seven national touring Broadway productions, including Wisconsin premieres. Six-Show package facility fee is $27 per subscription seat; Seven-Show package (includes SIX) is $31.50 per subscription seat. Auto-renewal is available. Targeted at Broadway and musical theater enthusiasts seeking premium orchestra and circle seating.
- Make Your Own Subscription Customizable subscription selecting three or more Overture Presents performances. Subscribers choosing 3-4 shows receive a 15% discount; subscribers choosing 5 or more shows receive a 20% discount, plus early access to additional ticket purchases.
- Broadway Club Premium Membership Premium membership tier for Broadway subscribers that includes Orchestra level seats and Circle rows A-E for a $100 fee per seat, free coat check, 15% off merchandise, and exclusive pre-show events.
- Single Show Tickets Individual ticket sales for Broadway tours, national and international touring artists, and resident company performances. Tickets are sold online at overture.org, by phone at 608.258.4141, and in person at the ticket office. Pricing varies by performance and seating, with online/phone service fees plus a $4.50 facility fee per ticket for single purchases.
- Group Sales Discounted ticket sales for groups of 10 or more, with access to shows not yet on sale. Contact via [email protected] or 608.258.4159.
- Venue Rentals
Companies that use Overture Center
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles6 records
Overture Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Overture Center partnerships and signals
Strategic signalPartnerships
28 partnerships are on record, tiered core, community and supporting.
- Broadway Across AmericacorePresented in partnership with Broadway Across America for the Broadway at Overture series. Manages season subscription terms and conditions, ticket handling, and touring Broadway productions.
- SupraNet Communications, Inc.coreLocal sponsor for 'Death Becomes Her' and 'Maybe Happy Ending' productions. Improved Wi-Fi partnership enabling digital ticket downloads and sharing.
- Park BankcoreLocal sponsor for 'Hell's Kitchen' Broadway production.
- Kayser LincolncoreWelcome sponsor for 'SIX' Broadway production. Also a supporting partner for Overture Presents series.
- Heckmann FinancialcoreLocal sponsor for 'Jersey Boys' Broadway production.
- American Family InsurancecoreSponsor for 'The Outsiders' Broadway production. Also a leading partner for Overture Presents series.
- Bell LaboratoriescoreTitle Partner for Overture Presents series, supporting diverse programming including cabaret, National Geographic Live, and up-close performances.
- National Guardian LifecoreTitle Partner for Overture Presents series.
- Old National BankcommunityCommunity Partner for Overture Presents series. Also supports Kids in the Rotunda and Community Ticket Program.
- Adams OutdoorssupportingLeading Partner for Overture Presents series.
- Cambridge WinerysupportingLeading Partner for Overture Presents series.
- Findorff Building BeyondsupportingLeading Partner for Overture Presents series. Also supports Kids in the Rotunda summer sessions.
- Hooper CorporationsupportingLeading Partner for Overture Presents series.
- ETC (Electronic Theatre Controls)supportingSupporting Partner providing theatrical lighting and control systems.
- Hausmann GroupsupportingSupporting Partner for Overture Presents series.
- Lake Ridge BanksupportingSupporting Partner for Overture Presents series.
- Rare Steakhouse MadisonsupportingSupporting Partner for Overture Presents series, likely providing catering services.
- SorrensupportingSupporting Partner for Overture Presents series.
- Middleton JewelerscoreJazz Age SoiréE partner providing exclusive experiences for 'The Great Gatsby' pre-show events.
- Findorff Building BeyondcommunitySponsor for Kids in the Rotunda summer sessions series.
- Ian's PizzacommunitySponsor for Kids in the Rotunda summer sessions series.
- VeridiancommunitySponsor for Kids in the Rotunda summer sessions series.
- Unity Point Health Meriter / UW HealthcommunitySponsor for Kids in the Rotunda summer sessions series.
- Madison Children's MuseumcommunityVenue partner for Kids in the Rotunda Season Announcement Party and off-site performances. Museum offers free admission during event.
- Baraboo Children's MuseumcommunityOff-site venue partner for Kids in the Rotunda summer sessions. Offers free admission during performances and provides refreshments.
- 100+ Local Social Service OrganizationscoreCommunity Ticket Program partnerships with over 100 local social services organizations reaching families throughout Dane County with tickets priced as low as $2.
- Wisconsin Academy of Sciences, Arts & LetterscoreOperates James Watrous Gallery within Overture Center. Founded 1870. Exhibition program celebrates Wisconsin artists and culture.
- Food Fight Restaurant Group / Catering a FrescocoreOverture's in-house catering service provider for banquet and catering positions at Overture events.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
Overture Center competitors and assessment
Company assessmentDirect peers
- Aronoff Center for the Arts: Cincinnati's multi-venue performing arts center presenting Broadway tours, concerts, and touring productions. Same regional presenter-operator model as Overture, with comparable venue count and programming mix.
- Wharton Center for Performing Arts: Michigan State University's presenting/producing performing arts center featuring Broadway tours and touring artists. Comparable presenter model, though university-affiliated versus Overture's independent nonprofit structure.
- Kravis Center for the Performing Arts: West Palm Beach nonprofit performing arts center with multiple venues, presenting Broadway tours, touring artists, and educational/community programs. Highly comparable regional presenter-operator model to Overture.
- Ordway Center for the Performing Arts: St. Paul nonprofit performing arts center presenting Broadway tours and hosting resident arts organizations (Minnesota Orchestra, etc.). Directly comparable multi-venue presenter model anchored by a resident orchestra, similar to Madison Symphony's relationship with Overture.
- Segerstrom Center for the Arts: Nonprofit regional performing arts center in Costa Mesa, CA, operating multiple theaters, presenting Broadway tours and resident programming. Closest peer in scale, structure (nonprofit multi-venue operator), and programming mix to Overture.
- Mesa Arts Center: Arizona-based nonprofit multi-venue performing arts complex (four theaters, five galleries). Directly comparable as a mid-size regional multi-venue presenter with visual arts galleries and educational programming.
- Straz Center for the Performing Arts: Tampa-based nonprofit performing arts center with multiple theaters, presenting Broadway tours, opera, and resident companies. Strong structural and scale comparability to Overture Center.
Broad incumbents
- Lincoln Center for the Performing Arts: Largest U.S. performing arts campus (multiple theaters, resident companies including NYC Ballet, Met Opera, NY Philharmonic). Comparable to Overture as a multi-venue presenter-operator anchored by resident companies, but at far greater scale and in NYC.
- Kennedy Center: National performing arts center in Washington, DC, operating multiple theaters, hosting Broadway tours, national/international touring artists, and resident companies (NSO, Washington National Opera). Same presenter-operator model as Overture, with broader national programming remit.
Others
- Broadway Across America: Leading North American Broadway touring presenter and Overture's core programming partner for the Broadway at Overture series. Included as an ecosystem participant because Overture's Broadway programming is sourced through them, shaping the venue's most important revenue stream.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Overture Center social profiles
Digital presenceOverture Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
Overture Center leadership team
Management profileNumber of profiles
Profiles1 record
Overture Center funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Overture Center 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 Overture Center
What does Overture Center do?
Overture Center is a nonprofit performing arts venue that presents Broadway tours, national and international touring artists, and resident company performances across seven performance spaces and five galleries. It sells tickets and subscriptions directly to consumers online, by phone, and in person; rents its spaces for private and corporate events; and operates community and education programs including Kids in the Rotunda, Overture Galleries, and OnStage Student Field Trips.
Is Overture Center a public or private company?
Overture Center is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Overture Center founded?
Overture Center was founded in 2004. It employs 51 to 100 people.
Where is Overture Center based?
Overture Center is headquartered in Madison, United States, in the North America region.
How does Overture Center make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are venue Rentals, donations and Fundraising, concessions and Catering and premium Membership and Experiences.
Who are Overture Center's main competitors?
Direct peers on record are Aronoff Center for the Arts, Wharton Center for Performing Arts, Kravis Center for the Performing Arts, Ordway Center for the Performing Arts, Segerstrom Center for the Arts, Mesa Arts Center and Straz Center for the Performing Arts. Broad incumbents are Lincoln Center for the Performing Arts and Kennedy Center. Broadway Across America is listed as an others.
Does Overture Center have an API?
No public API is recorded for Overture Center.
What industry is Overture Center in?
Overture Center's product category is Performing Arts Center. Its primary akta.pro industry code is MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking), with a secondary code of MPAGALAB, Theater & Performing Arts Venue Operations (Playhouses, Opera Houses). Its NAICS code is 71131 and its SIC code is 7900.