McCarter Theatre Center

What McCarter Theatre Center does

McCarter Theatre Center is a 501(c)(3) nonprofit professional performing arts organization founded in 1930 and incorporated as an independent nonprofit in 1963, headquartered on the Princeton University campus at 91 University Place, Princeton, New Jersey. The company operates two primary venues — Matthews Theatre (opened 1930) and Berlind Theatre (opened 2003-2004, designed by Hugh Hardy) — and co-presents programming at Richardson Auditorium on the Princeton campus. It serves the Central New Jersey community and broader regional audience with a season-based portfolio comprising six mainstage theatrical productions per year plus subscription series in classical music, jazz, and dance, reaching 100,000+ community members and 7,500+ K-12 and college students annually.

The core offering is the 26/27 mainstage Theatre Series subscription (featuring works such as All The Devils Are Here, Purpose, A Christmas Carol, and North by Northwest), complemented by Classical Music Series, Dance Series (London City Ballet debut, Hubbard Street Dance Chicago), and Jazz at McCarter programming. Supporting products include education programs (Teen Conservatory for ages 13-17, Youth Summer Camps for ages 7-12 in three tiers), the Arts & Ideas cross-campus program linking Princeton faculty scholarship to productions, the Stage Door Access affordability initiative, and group sales with custom promo codes. Technology infrastructure is conventional and lightweight: a True Tickets-powered Digital Wallet provides mobile QR-code ticketing and ticket sharing, and the newly launched Mrs. Christie Streaming (May-June 2026) extends at-home HD streaming reach via AirPlay, Chromecast, Fire TV, and Roku. Tessitura serves as the CRM/database platform. There are no proprietary AI or ML capabilities; the company's competitive differentiation is content, talent, and venue access rather than technology.

Revenue is generated through a diversified nonprofit model spanning subscription and single-ticket sales, individual memberships tiered from $100 (Artist Circle) to $50,000+ (Impresario), corporate partnership sponsorships ($7,500-$50,000 tiers), foundation and government grants (notably NJ State Council on the Arts), an annual gala generating nearly $500,000 in 2025, donor travel experiences (e.g., $3,500-$3,950 Bentonville trip), group sales, and education program fees. Youth outreach includes $35 tickets for ages 16-35 and free Princeton student tickets via the Passport to the Arts program (4 per academic year). Under Executive Director Martin Miller (since September 2023) and Artistic Director Sarah Rasmussen, revenue from theatre, presented performances, and individual giving has doubled over the first two seasons. The organization is co-led, governed by a board of trustees (President Daniela Bonafede-Chhabra; Treasurer Elliot Asarnow; Secretary Rita McGrath), and employs 51-100 staff across artistic, production, marketing, development, education, finance, IT, and operations functions.

Name

McCarter Theatre Center

Legal name

McCarter Theatre Center

Website

https://mccarter.org

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

51–100 employees

Short description

McCarter Theatre Center is a 501(c)(3) nonprofit professional performing arts organization on Princeton University's campus, producing mainstage theatre, jazz, dance, and classical music seasons alongside education and community access programs for the Central New Jersey region.

Ownership category

akta.pro rank

Product category

Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111), Musical Groups and Artists (71113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Regional & Repertory Theatre Companies (MPAGABAB), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Theatre Education, Training & Conservatories (MPAGABAN), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

Keywords

• Live theatrical performances
• Performing arts center
• Theater season subscriptions
• Arts education programs
• Community arts access

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Revenue from individual performance tickets, subscriptions, and group sales across theatrical productions and presented events (jazz, dance, classical music)
2. Membership and Donations: Annual membership program with tiers from $100 Artist Circle to $50,000+ Impresario, plus individual donations and planned giving
3. Corporate Partnerships: Sponsorship revenue from corporate partners at tiered levels ($7,500-$50,000) with recognition, tickets, and space usage benefits
4. Annual Gala: Major annual fundraising event generating nearly $500,000 in 2025, with ticket sales and donor recognition
5. Donor Experiences: Premium travel experiences such as the Bentonville donor trip at $3,500-$3,950 per person
6. Foundation and Government Funding: Support from New Jersey State Council on the Arts and other foundations for community access programs like Stage Door Access

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

McCarter Theatre Center is a nonprofit performing arts organization that produces and presents live theatrical productions, classical music, dance, and jazz performances across subscription-based series. It also runs youth and teen arts education programs, community access initiatives, corporate sponsorship packages, and a digital wallet ticketing platform powered by True Tickets.

Product overview

McCarter Theatre Center is a multi-venue performing arts organization offering a unified portfolio of live theatre, music, dance, and educational programming. The core offering comprises Theatre Series subscriptions (26/27 Season featuring five productions), Classical Music Series, Dance Series, and Jazz at McCarter concert programming. Supporting products include the Digital Wallet platform for mobile ticketing, Mrs. Christie Streaming for at-home viewing, Gift Cards, and Group Sales programs. Education offerings span Youth Summer Camps (Players, Company, Troupe tiers for ages 7-12), Teen Conservatory Summer Program (ages 13-17), and Arts & Ideas cross-campus programming. Accessibility initiatives include Stage Door Access, ASL interpretation, audio description, open captioning, and relaxed performances. The organization operates three venues: Matthews Theatre, Berlind Theatre, and Richardson Auditorium (co-presented with Princeton University).

Differentiator

Problem solved

Functional benefit

Products and services

• Theatre Series Subscriptions (26/27 Season) Mainstage subscription package featuring five major theatrical productions per season for general audiences and theater patrons in Central New Jersey.
• Classical Music Series Subscription series presenting classical music performances by orchestras and soloists for music patrons in the Central New Jersey region.
• Dance Series Subscription-based dance performance series presenting ballet and contemporary dance companies for audiences interested in dance programming.
• Jazz at McCarter Jazz concert series featuring leading jazz artists with flexible multi-event subscription discounts for jazz enthusiasts.
• Digital Wallet Mobile-based digital ticketing platform that delivers tickets via QR codes and supports ticket sharing among patrons for any McCarter performance.
• Mrs. Christie Streaming At-home streaming access to the filmed stage production of 'Mrs. Christie' available for a limited window with HD streaming and TV casting support for remote audiences.
• Teen Conservatory Summer Program Two-week intensive pre-professional summer training for ages 13-17 covering acting, vocal instruction, movement and dance with industry guest artists and showcase performance.
• Youth Summer Camps Summer theatre program for ages 7-12 with three tiers (Players 7-8, Company 9-10, Troupe 11-12) where children create original devised plays through ensemble games, improvisation, and collaborative storytelling.
• Stage Door Access Accessibility initiative providing free and reduced-cost tickets to underserved community members, students, and disadvantaged groups through community partnerships.
• Arts & Ideas Cross-campus programming that links Princeton University scholarship with McCarter stage productions through post-show conversations, Scholar's Insights pre-show talks, and campus partnerships.
• Corporate Partnerships Tiered sponsorship program ($7,500–$50,000) offering corporate donors brand visibility, complimentary tickets, opening night access, employee discounts, VIP boxes, and venue space use.
• Group Sales & Sponsored Night Programs Group ticket packages (minimum 15 tickets) for schools, organizations, and companies with reserved seating, custom promo codes, and optional behind-the-scenes experiences or artist meet-and-greets.
• 35 & Under Tix Discounted $35 ticket program for patrons aged 16-35 on select performances to make live theater accessible to young professionals.
• Gift Cards Gift certificates redeemable for tickets to McCarter events and classes, available in any denomination and valid indefinitely.
• Passport to the Arts (Princeton Student Tickets) Free ticket program for Princeton University students providing 4 tickets per academic year through the Passport to the Arts program.

Quantifiable outcome

• 100,000 community members participate annually
• +3 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Princeton UniversitycoreStrategic or Co-development PartnerMcCarter is an independent 501c3 organization located on Princeton campus. Princeton owns and operates the building. The Roger S. Berlind Theatre hosts McCarter's productions, co-presented events, and student productions. Triangle Club performs on Matthews Theatre stage. Cross-campus collaborations include Arts & Ideas programming linking Princeton scholarship to performances.
• True TicketscoreTechnology or IntegrationDigital ticketing platform powering McCarter's digital wallet with QR code access and ticket sharing functionality
• TheatreSquaredminorStrategic or Co-development PartnerPartner venue in Bentonville, AR hosting world premiere of Eugene Onegin bluegrass musical for McCarter donor trip
• Crystal Bridges Museum of American ArtminorStrategic or Co-development PartnerMoshe Safdie-designed museum in Bentonville, AR featured on McCarter donor trip with private tour of expansion
• Richardson Auditorium / Princeton UniversitycoreChannel Partner/ Reseller/ DistributorJUMP (Joint Ushers for McCarter and Princeton) volunteer program partnership between McCarter and Richardson Auditorium in Alexander Hall
• New Jersey Families First Discovery PassminorGTM or Marketing PartnerState program providing discounts to cultural programs for state assistance recipients; McCarter participates as venue partner
• Alliance TheatrecoreStrategic or Co-development PartnerCo-production partner for Purpose by Branden Jacobs-Jenkins (2025 Pulitzer Prize and Tony Award winner)

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TheatreSquared: Regional professional theatre in Fayetteville, AR. Most directly comparable peer because McCarter's current Executive Director Martin Miller previously led TheatreSquared, growing it from 50 to 350+ annual performances and overseeing a $31M venue build. Both operate as nonprofit LORT-style regional theaters with subscription programming and education arms.
• Arena Stage: Washington, DC-based nonprofit regional theater producing a multi-show season plus developed work. Comparable scale, nonprofit governance, and Tony-eligible regional profile, with a similar mix of premieres and revivals and a strong education/community engagement mandate.
• Yale Repertory Theatre: Yale School of Drama-affiliated professional theater producing a season of classics and new work. Comparable to McCarter in the university-cosponsored venue model, professional season programming, and pipeline for developing new plays and playwrights.
• Hartford Stage: Connecticut-based Tony-winning regional theater with a long history of premieres and a strong education/community engagement program. Comparable nonprofit season-based producing model and similar regional New England/Mid-Atlantic market positioning.
• American Repertory Theater (A.R.T.): Harvard-affiliated professional theater in Cambridge, MA. Comparable as a university-adjacent nonprofit regional theater with strong new-work development and academic partnerships, mirroring McCarter's Princeton University affiliation and cross-campus programming model.
• Goodman Theatre: Chicago-based nonprofit regional theater with a Tony-eligible reputation, multi-stage season, and substantial education/community programming. Comparable in scale, producing model, and mix of new play development with classics and musicals.
• Oregon Shakespeare Festival: Long-running nonprofit repertory theater in Ashland, OR, producing a multi-play season across multiple stages. Sarah Rasmussen served as Resident Director for Oregon Shakespeare Festival's Black Swan Lab new work program. Similar nonprofit season-based model with extensive education programming.
• Guthrie Theater: Major nonprofit regional theater in Minneapolis with a multi-stage season and significant education programming. Comparable in producing model, scale of operation, and mix of classics, contemporary, and new work; Sarah Rasmussen has directed at the Guthrie, indicating direct artistic connection.
• Williamstown Theatre Festival: Massachusetts-based nonprofit summer theater with a strong new play development pipeline and many Broadway transfers. Comparable as a nonprofit LORT-affiliated theater known for launching new work, similar to McCarter's Pulitzer/Tony pedigree.

Broad incumbents

• Lincoln Center Theater: Major New York City nonprofit producing and presenting theater organization with multiple venues. Comparable as a Tony-eligible nonprofit producing organization but operates at substantially larger scale and broader national/international reach than McCarter's regional model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mccarter
• Facebookfacebook.com/mccartertheatre

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 McCarter Theatre Center