Wagner Noel

What Wagner Noel does

Wagner Noël Performing Arts Center is a regional performing arts venue located in Midland, Texas, serving the Permian Basin region. Established in 2011 through a public-private partnership between the communities of Midland, Odessa, and the University of Texas Permian Basin, the facility was constructed at a cost of $81 million and is managed by Legends Global under contract with oversight from a community Board of Directors. The venue comprises a 1,827-seat main theatre with state-of-the-art sound and lighting systems, a 192-seat Rea-Greathouse Recital Hall, and a Grand Lobby event space, hosting over 150 scheduled shows annually across concerts, Broadway touring productions, symphony performances, ballet, comedy, and family programming.

The business operates multiple revenue streams including ticket sales (distributed via Etix and a physical box office), concessions and food & beverage, venue rentals for private events, season subscriptions for Broadway in the Basin, West Texas Symphony, and Live on Stage Permian Basin series, gift cards, and merchandise. Ticket pricing ranges from $25 to $250+ with dynamic platinum pricing, VIP meet-and-greet packages, and group discounts for 10+ patrons. The venue partners with Nederlander National Markets for Broadway content, resident organizations for symphony and ballet programming, and preferred hotels for out-of-town visitor accommodation.

The customer base spans general entertainment seekers, Broadway and theatre enthusiasts, classical music patrons, corporate and private event planners, and families with children across the Permian Basin and broader West Texas region. Marketing channels include email newsletters via Hive.co, Instagram and Facebook organic social, the venue website, and co-marketing with touring artists and promoters. The venue received a USITT Architecture Merit Award in 2013 for design excellence.

Name

Wagner Noel

Legal name

Wagner Noël Performing Arts Center

Website

https://wagnernoel.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Wagner Noël is a regional performing arts center in Midland, Texas, hosting 150+ annual concerts, Broadway shows, and symphony performances across its 1,827-seat main theatre, serving the Permian Basin community since 2011.

Ownership category

akta.pro rank

Headquarters

HQ city

Midland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Primary revenue stream through box office, online (Etix), and phone orders. Includes dynamically priced platinum seating and aisle seating options.
2. Concessions and Food & Beverage: Sale of alcoholic and non-alcoholic beverages, snacks, and reusable souvenir cups. Complimentary popcorn at Cinema Under the Stars events.
3. Venue Rentals and Private Events: Rental of venue spaces including the main theatre, Rea-Greathouse Recital Hall, and Grand Lobby for weddings, corporate events, and private rentals.
4. Season Subscriptions: Recurring subscription revenue from Broadway in the Basin, West Texas Symphony, and Live on Stage Permian Basin season packages with benefits including lost ticket insurance.
5. Gift Cards: Gift cards sold online or at the venue box office for ticket purchases.
6. Merchandise: Sale of clear bags, cup koozies, and other merchandise at events.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Wagner Noël Performing Arts Center is a regional live entertainment venue in Midland, Texas that hosts over 150 scheduled shows annually across a 1,827-seat main theatre, a 192-seat recital hall, and a Grand Lobby. The venue sells tickets to concerts, Broadway touring productions, symphony performances, ballets, comedy shows, children's programs, and free movie screenings, while also renting its spaces for private events such as weddings and corporate functions. It operates through partnerships with Legends Global (management), Etix (ticketing), Nederlander National Markets (Broadway productions), and resident organizations like West Texas Symphony and Midland Festival Ballet.

Product overview

Wagner Noel Performing Arts Center is a single-venue performing arts facility offering ticketed live entertainment events. The core product is venue rental and event hosting across three main spaces: the 1,827-seat Wagner Noel Theatre (main stage), the 192-seat Rea-Greathouse Recital Hall, and the Grand Lobby. The venue operates multiple programming series including Broadway in the Basin (professional touring Broadway productions), West Texas Symphony (orchestra performances), Live on Stage Permian Basin (concert series), and Cinema Under the Stars (free movie screenings). Additional offerings include gift cards, season subscription packages, and private event rental services. The venue partners with Legends Global for facility management and Etix as its exclusive ticket provider.

Differentiator

Problem solved

Functional benefit

Brands

• Broadway in the Basin: Professional Broadway touring show series managed by Wagner Noël
• Cinema Under the Stars
• Live on Stage Permian Basin

Products and services

• Wagner Noël Performing Arts Center Main Venue The primary 1,827-seat performing arts venue hosting concerts, Broadway shows, symphony performances, comedy acts, and family entertainment in Midland, Texas.
• The Wagner Noël Theatre (Main Stage) The 1,827-seat main performance space with state-of-the-art sound and light systems, used for major concerts, Broadway productions, and large-scale events.
• Rea-Greathouse Recital Hall A versatile 192-seat acoustically-treated performance space designed for recitals and small ensemble performances.
• Grand Lobby Event Space An open event space featuring limestone design elements reflecting the West Texas landscape, available for private events and receptions.
• Broadway in the Basin Series Professional Broadway touring show series featuring productions such as Beetlejuice, The Bodyguard, Legally Blonde the Musical, and A Beautiful Noise, managed in partnership with Nederlander National Markets.
• West Texas Symphony Series

Quantifiable outcome

• Over 150 shows annually spanning concerts, Broadway, symphony, ballet, and comedy
• +2 more outcomes

Named customers6 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

Nine partnerships are on record, tiered core and minor.

• Legends GlobalcoreStrategic or Co-development Partner · 1 January 2011Legends Global is the premier partner for the world's greatest live events, venues and brands, contracted to manage day-to-day operations of the Wagner Noël Performing Arts Center. Manages venue operations, event coordination, and facility management.
• University of Texas Permian BasincoreStrategic or Co-development PartnerPartnership between Midland, Odessa, and UT Permian Basin established to develop a national venue for performing arts in West Texas. The university's music department is housed in the academic wing of the venue with student performance recitals held at the facility.
• Nederlander National MarketscoreChannel Partner/ Reseller/ DistributorProduces and presents Broadway In The Basin programming at Wagner Noël. Jointly markets and delivers professional Broadway touring productions to the Permian Basin region.
• West Texas SymphonycoreStrategic or Co-development PartnerResident symphony orchestra that enriches lives through music in West Texas. Includes symphony orchestra, chorale, youth choir, and three resident instrumental ensembles. Performs Masterworks, Pops & Family, and Chamber series at the venue.
• Midland Festival BalletcoreStrategic or Co-development PartnerCommunity ballet organization that performs at Wagner Noël including annual productions of The Nutcracker and other dance performances.
• Live on Stage Permian BasinminorStrategic or Co-development PartnerLocal nonprofit organization offering multi-show season subscription packages performed at the venue.
• EtixcoreTechnology or IntegrationOfficial and exclusive ticket provider for Wagner Noël Performing Arts Center. Handles all online ticket sales, phone orders, and digital ticketing. Also manages the ETIX Account system for patrons.
• Hotel Partners (Preferred Hotels)minorGTM or Marketing PartnerVarious hotels in Midland and Odessa offering special 'Wagner Noël' rates including Sleep Inn and Suites, Odessa Marriott, Towneplace Suites, Fairfield Inn, Staybridge Suites, and Home2Suites by Hilton.
• Midland International Air & Space PortminorGTM or Marketing PartnerAirport 4.4 miles south of venue serving travelers attending events at Wagner Noël. Venue promotes airport accessibility for out-of-town visitors.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Live Nation Entertainment: World's largest live entertainment company operating venues, promoting tours, and selling tickets. Overlaps with Wagner Noël via the broader concert promotion and ticketing ecosystem (House of Blues, amphitheaters) — not a direct competitor but the dominant industry incumbent shaping touring economics.
• AEG Presents: Global live entertainment company (subsidiary of Anschutz Entertainment Group) operating venues including The O2 and Staples Center/Kia Forum. Indirect peer as the broader incumbent that negotiates artist routing affecting Wagner Noël's content pipeline.

Direct peers

• Saenger Theatre (New Orleans): Historic 2,600-seat venue operated by ACE Performing Arts Theatres. Comparable Broadway touring model hosting similar content slate to Wagner Noël, with multiple resident performing arts organization relationships.
• Hobby Center for the Performing Arts: Houston's 2,600-seat performing arts complex with Sarofim Hall and Zilkha Hall. Direct peer as a major Texas metropolitan performing arts venue hosting Broadway in Houston, concerts, and resident performing arts organizations.
• Tobin Center for the Performing Arts: San Antonio, TX-based 1,750-seat performing arts center hosting Broadway tours, concerts, and symphony. Directly comparable in scale, programming mix (Broadway + symphony + concerts), and Texas regional venue model.
• Buddy Holly Hall of Performing Arts and Sciences: Lubbock, TX-based 2,300-seat performing arts center opened in 2021. Closest geographic peer to Wagner Noël, hosting Broadway tours, symphony (Lubbock Symphony Orchestra), concerts, and ballet in a similar West Texas market.
• McAllen Performing Arts Center: McAllen, TX-based 1,800-seat performing arts venue. Comparable Texas regional venue of similar scale serving a non-metro market with Broadway tours, concerts, and community programming.
• Bass Performance Hall: Fort Worth's premier 2,056-seat performing arts hall operated by Performing Arts Fort Worth. Comparable Texas venue hosting Broadway tours, symphony (Fort Worth Symphony Orchestra), and concerts with similar resident organization model.
• Winspear Opera House: 2,200-seat opera house within the AT&T Performing Arts Center in Dallas. Hosts Broadway tours, opera, symphony, and concerts — comparable premium Texas venue model with similar revenue streams (tickets, rentals, subscriptions).

Regional players

• Civic Center of Greater Des Moines: Non-profit performing arts operator in a non-metropolitan Midwest market. Comparable mid-market venue management organization hosting touring Broadway (Des Moines Performing Arts is a Broadway Across America partner) and concerts, with subscription programming model analogous to Broadway in the Basin.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WagnerNoel
• Instagraminstagram.com/wagnernoel_pac
• Xx.com/wagnernoel_pac
• LinkedInlinkedin.com/company/wagner-noel-performing-arts-center

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 Wagner Noel