The Grand Theater
The Grand Theater is a historic nonprofit performing arts venue in Wausau, Wisconsin, operating under the Performing Arts Foundation since 1897. It presents Broadway touring productions, family shows, emerging artist series, and educational programming to regional audiences through ticket sales, subscriptions, facility rentals, and institutional sponsorships.
- Company typePrivate
- Founded1897
- HeadquartersWausau, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Grand Theater does
The Grand Theater is a historic nonprofit performing arts venue in Wausau, Wisconsin, originally opened in 1897 as a vaudeville theater and renovated and rebranded under the Performing Arts Foundation in 2013. The venue presents a diverse programming slate across multiple series, including Broadway touring productions (Broadway at The Grand Series, Performing Arts Foundation 2026/27 Season), the County Materials Spotlight Series, the Behavioral Health Clinic Family Series, the Hougum Law Firm 10x10 emerging artist series, the Chester Suski Art Fund performances, and the Aspirus Health Arts In Education Series for school groups. Beyond ticketed performances, the organization runs community engagement programs such as The Grand's Insta-Choir, the Artist Residency Program, the Community Health and Wellness Series, and the Hadley Family Fund Access For All initiative, alongside youth theater recognition through the Jerry Ensemble and Jerry Awards.
Revenue is generated through four primary streams: individual and group ticket sales, season subscriptions (offering more than 10% savings), facility rentals of the main theater plus ancillary spaces (Great Hall, Caroline S Mark Gallery, B.A. & Esther Greenheck Lounge, The Loft), and contributed income from corporate sponsors and institutional donors. Pricing is modest, with general admission shows at $10 in advance or $15 at the door and $10 children's tickets for family programming. Operating technology is limited to a digital ticketing system at tickets.grandtheater.org plus standard website and social media channels; there is no proprietary platform, AI capability, or advanced technology stack disclosed.
The organization is supported by an institutional funding ecosystem that includes the B.A. & Esther Greenheck Foundation, the Community Foundation of North Central Wisconsin, the Wisconsin Arts Board, and the City of Wausau Room Tax, with an active Second Century capital campaign (grand100.org) targeting long-term sustainability. The Grand Theater serves a regional consumer audience in the Wausau market with no geographic expansion beyond the local community and operates with a small staff of 11-50 employees.
The Grand Theater firmographics
Firmographics- Name
- The Grand Theater
- Legal name
- The Grand
- Website
- https://grandtheater.org
- Company type
- Private
- Founded year
- 1897
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Grand Theater is a historic nonprofit performing arts venue in Wausau, Wisconsin, operating under the Performing Arts Foundation since 1897. It presents Broadway touring productions, family shows, emerging artist series, and educational programming to regional audiences through ticket sales, subscriptions, facility rentals, and institutional sponsorships.
- Ownership category
- akta.pro rank
The Grand Theater industry classification
Industry- Product category
- Performing Arts Venue
- NAICS
- Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)
- akta.pro secondary industries
- Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Theater, Musicals & Performing Arts (THAJAFAB), Theater & Performing Arts Ticketing (HSACALAC), Children’s & Youth Theatre (MPAGABAE)
Keywords
Where The Grand Theater is headquartered
LocationHeadquarters
- HQ city
- Wausau
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Grand Theater business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Ticket Sales: Primary revenue stream from individual show tickets sold to the public through the box office and online ticketing system. Pricing varies by show and seating.
- Season Subscriptions: Subscription packages offering discounted access to multiple shows across the season, providing predictable revenue and audience retention.
- Facility Rental: Rental of theater spaces including Grand Theater, Great Hall, Caroline S Mark Gallery, B.A. & Esther Greenheck Lounge, and The Loft for private events and functions.
- Sponsorships and Donations: Support from corporate sponsors and community donors, including series sponsors like Aspirus Health, Hougum Law Firm, Chester Suski Art Fund, and others. The theater also conducts capital campaigns like the Second Century campaign.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | General Admission - 10x10 Emerging Artists Series |
| Unit Pricing | Pay-as-you-go | Family Series - Children's Tickets |
| Subscription | Annual | Season Subscriptions |
| Unit Pricing | Pay-as-you-go | Single Show Tickets |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
The Grand Theater product offering
Product offeringCore offering
The Grand Theater is a nonprofit performing arts venue that presents and sells tickets to a year-round calendar of drama, dance, opera, musical, and comedy performances, organized into multiple subscription series (Broadway at The Grand, Spotlight, Family, 10x10 emerging artists, Arts In Education). In addition to ticketed performances, the venue rents its facilities (Grand Theater, Great Hall, Caroline S Mark Gallery, B.A. & Esther Greenheck Lounge, The Loft) for private events and runs educational and community programs.
Product overview
The Grand Theater is a performing arts venue in Wausau, Wisconsin offering a unified portfolio of live theatrical performances and educational programming. The core product is the main Grand Theater venue hosting Broadway shows, concerts, and productions. Supporting offerings include multiple facility rental spaces (Great Hall, Caroline S Mark Gallery, B.A. & Esther Greenheck Lounge, The Loft), ticketing services including digital ticketing and season subscriptions, educational programming through the Aspirus Health Arts In Education Series and Jerry Ensemble, community engagement via Insta-Choir and Artist Residency programs, and family-focused series including the Behavioral Health Clinic Family Series and Hougum Law Firm 10x10 Series. The venue operates year-round with seasonal programming.
Differentiator
Problem solved
Functional benefit
Brands
- Performing Arts Foundation 2026/27 Season: Main season subscription series featuring Broadway and touring productions
- Broadway at The Grand Series
- County Materials Spotlight Series
- Behavioral Health Clinic Family Series
- Chester Suski Art Fund
- Hougum Law Firm 10×10 Series
- Aspirus Health Arts In Education Series
Products and services
- Grand Theater Main Venue (Facility Rental) The primary performance venue at The Grand Theater, hosting Broadway touring shows, concerts, and theatrical productions, and also available for facility rental for private events and functions.
- Season Subscription Multi-show subscription packages offering discounted access to multiple performances across the season (Broadway, Spotlight, Family, 10x10), providing priority seating and predictable revenue for the venue.
- Aspirus Health Arts In Education Series An educational performance series bringing K-12 students to the theater for curriculum-aligned live performances (e.g., Clifford The Big Red Dog, Magic in Motion, The Magic School Bus), supported by study guides and in-school workshops.
- Hougum Law Firm 10x10 Series A series of seven performances featuring emerging acoustic, folk, Americana, and new-classical crossover artists in an intimate setting, with discounted table seating and advance ticket pricing of $10.
- Behavioral Health Clinic Family Series Family-friendly performance series with $10 discounted children's tickets, making live performing arts accessible to families through shows like Vienna Boys Choir and Cirque Kalabanté.
- Jerry Ensemble & Jerry Awards Youth theater education program with awards recognizing excellence in high school theater across the region.
- Community Engagement Series Community programs including The Grand's Insta-Choir and the Artist Residency Program, enabling public participation in the performing arts.
- Great Hall (Facility Rental) Event space available for facility rental separate from the main theater, suitable for receptions, corporate gatherings, and smaller functions.
- Caroline S Mark Gallery (Facility Rental) Gallery space available for art exhibitions and cultural events as part of the theater's facility-rental offerings.
- B.A. & Esther Greenheck Lounge (Facility Rental) Lounge space within the theater complex available for private events and gatherings.
- The Loft (Facility Rental) Additional event space within The Grand Theater available for rental for private functions.
Companies that use The Grand Theater
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles5 records
The Grand Theater technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Grand Theater partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and secondary.
- Performing Arts FoundationcorePrimary presenting organization supporting the theater's mainstage programming. The Performing Arts Foundation brings Broadway and major performances to The Grand, with the theater operating as its primary venue.
- Aspirus HealthcoreTitle sponsor of the Arts In Education Series. Aspirus Health supports youth arts programming through this sponsorship, helping provide educational performances for school groups.
- Chester Suski Art FundcorePresenting sponsor for special artistic performances including the Academy of St Martin in the Fields concert. The fund supports bringing acclaimed performers to the region.
- Hougum Law FirmsecondarySeries sponsor of the 10x10 emerging artist series. Hougum Law Firm supports intimate performances by up-and-coming musicians and performers.
- Behavioral Health ClinicsecondarySponsor of the Family Series with a mission to make arts accessible. The partnership provides $10 children's tickets to families who might otherwise find it difficult to attend.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
The Grand Theater competitors and assessment
Company assessmentBroad incumbents
- Live Nation Entertainment: Global live entertainment promoter and venue operator. Competes for the same touring content, sponsorship dollars, and audience attention as The Grand, with vastly greater scale and tour economics leverage.
- Broadway Across America: Largest North American presenter of touring Broadway productions and the typical upstream tour partner for regional venues like The Grand. Operates the subscription series and tour economics that drive mid-market presenter economics.
Direct peers
- Paramount Theatre (Cedar Rapids): Cedar Rapids, Iowa nonprofit historic theater presenting Broadway, concerts, and family programming. Comparable Midwestern community presenting venue of similar scale and scope.
- Overture Center for the Arts: Madison, Wisconsin's main presenting venue for touring Broadway, performing arts, and educational programming. Most directly comparable Wisconsin regional peer in scope of programming and nonprofit presenting model.
- Marcus Performing Arts Center: Milwaukee, Wisconsin nonprofit presenting venue for Broadway tours, concerts, and family shows. Larger-scale Wisconsin peer with overlapping Broadway series and educational programming.
- Hanover Theatre and Conservatory for the Performing Arts: Worcester, Massachusetts historic theater presenting Broadway tours, concerts, and education programs. Highly comparable in historic-venue renovation, Broadway presenting focus, and nonprofit educational mission.
- Fox Cities Performing Arts Center: Appleton, Wisconsin regional PAC presenting touring Broadway, concerts, and family programming. Closely comparable in market size, programming mix, and Wisconsin nonprofit presenting model.
- Luther Burbank Center for the Arts: Santa Rosa, California nonprofit performing arts center presenting touring Broadway, concerts, and educational programming. Comparable mid-size community presenting venue with diversified series.
- Weidner Center for the Performing Arts: University-affiliated performing arts venue in Green Bay, Wisconsin presenting Broadway tours, concerts, and educational programming. Similar scale, regional Midwestern footprint, and presenting (non-producing) model.
- Wharton Center for the Performing Arts: East Lansing, Michigan PAC attached to Michigan State University presenting touring Broadway and national acts. Comparable mid-Midwest university-town presenting venue with similar Broadway-tier programming.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Grand Theater social profiles
Digital presenceThe Grand Theater financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Grand Theater leadership team
Management profileNumber of profiles
The Grand Theater funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Grand 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 The Grand Theater
What does The Grand Theater do?
The Grand Theater is a nonprofit performing arts venue that presents and sells tickets to a year-round calendar of drama, dance, opera, musical, and comedy performances, organized into multiple subscription series (Broadway at The Grand, Spotlight, Family, 10x10 emerging artists, Arts In Education). In addition to ticketed performances, the venue rents its facilities (Grand Theater, Great Hall, Caroline S Mark Gallery, B.A. & Esther Greenheck Lounge, The Loft) for private events and runs educational and community programs.
Is The Grand Theater a public or private company?
The Grand Theater is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Grand Theater founded?
The Grand Theater was founded in 1897. It employs 11 to 50 people.
Where is The Grand Theater based?
The Grand Theater is headquartered in Wausau, United States, in the North America region.
How does The Grand Theater make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are season Subscriptions, facility Rental and sponsorships and Donations.
Who are The Grand Theater's main competitors?
Broad incumbents on record are Live Nation Entertainment and Broadway Across America. Direct peers are Paramount Theatre (Cedar Rapids), Overture Center for the Arts, Marcus Performing Arts Center, Hanover Theatre and Conservatory for the Performing Arts, Fox Cities Performing Arts Center, Luther Burbank Center for the Arts, Weidner Center for the Performing Arts and Wharton Center for the Performing Arts.
Does The Grand Theater have an API?
No public API is recorded for The Grand Theater.
What industry is The Grand Theater in?
The Grand Theater's product category is Performing Arts Venue. Its primary akta.pro industry code is MPAGALAB, Theater & Performing Arts Venue Operations (Playhouses, Opera Houses), with a secondary code of THAHAAAG, Performing Arts & Cultural Event Venues (Theaters, Museums). Its NAICS code is 71111 and its SIC code is 7990.