Repertory Theatre of St. Louis

What Repertory Theatre of St. Louis does

The Repertory Theatre of St. Louis ("The Rep") is a private nonprofit 501(c)(3) professional theatre company founded in 1966, operating the Loretto-Hilton Center for the Performing Arts on Webster University's campus in Webster Groves, Missouri. The company's core production infrastructure consists of two venues: the 763-seat Virginia Jackson Browning Theatre (three-quarter thrust stage) and the Emerson Studio Theatre (black box). The Rep produces an annual Mainstage season of five plays, a Studio Series of three intimate productions, and the Diamond Anniversary Concert Series co-presented with Broadway producer Mark Cortale, alongside educational and youth programming through the wholly-owned Imaginary Theatre Company (ITC), Camp Rep summer camps, the Rep Reads book club, and the London Theatre Tour donor travel program.

The Rep's business model is a hybrid nonprofit arts model combining earned revenue from single-ticket sales, four subscription products (Classic Mainstage, Studio Series, Flex Pass, Diamond Concert Series), group sales, gift cards, and ITC school performance fees (starting at $500/performance), with contributed revenue from individual donations across seven giving tiers (Performer Backer $100–$249 through Artistic Director's Circle $20,000+), corporate sponsorships, foundation grants (Shubert, Whitaker, Kemper, Berges, Hiler, Missouri Arts Council, RACSTL), and corporate matching-gift programs (AT&T, Boeing, Bank of America, Pfizer, Monsanto, Emerson, U.S. Bancorp). Distribution is direct-to-consumer through a Salesforce-based online ticketing system, in-person/phone Box Office sales, and ITC direct sales to schools across Missouri and Illinois.

The Rep is governed by an independent board, has no parent company, and is led by Augustin Family Artistic Director Kate Bergstrom (since 2024) and Managing Director Danny Williams (since 2022, ex-Public Theatre of New York City). It holds 100+ Kevin Kline and St. Louis Theater Circle Awards since 2006 and has produced four Tony Award-winning Best Plays (Red 2010, All the Way 2014, The Humans 2016, Oslo 2017). Its primary customer segments are regional theatre patrons and subscribers in the St. Louis metro area, with secondary segments in corporate donors, schools (ITC), and individual philanthropists.

Name

Repertory Theatre of St. Louis

Legal name

The Repertory Theatre of St. Louis

Website

https://repstl.org

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

11–50 employees

Short description

The Repertory Theatre of St. Louis is a 501(c)(3) professional nonprofit theatre founded in 1966, operating the 763-seat Browning Theatre and Emerson Studio Theatre at the Loretto-Hilton Center on Webster University's campus, producing Mainstage plays, Studio series, Broadway concert events, and youth touring programs for the St. Louis region.

Ownership category

akta.pro rank

Product category

Live Professional Theatre

NAICS

Theater Companies and Dinner Theaters (711110), Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Theater, Musicals & Performing Arts (THAJAFAB), Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH), Musical Theatre (Non-Broadway/Fringe) (MPAGABAG)

Keywords

• Live theatrical performances
• Season subscriptions
• Youth theatre programs
• Performing arts venue
• Broadway concert series

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Ticket Sales: The Rep generates revenue through single ticket sales for Mainstage productions, Studio productions, and concert events. Ticket prices vary by production and seating location.
2. Subscription Plans: Season subscription packages including Classic Mainstage (5 shows), Studio Series (3 shows), Flex Subscription Pass, and Diamond Anniversary Concert Series offering discounted bundled pricing for multiple shows.
3. Donations: Tax-deductible donations at various levels including Artistic Director's Circle ($20,000+), Spotlight Angel ($10,000-$19,999), Spotlight Benefactor ($5,000-$9,999), Spotlight Patron ($2,000-$4,999), Director Backer ($750-$1,999), Star Backer ($250-$749), and Performer Backer ($100-$249). Monthly, quarterly, semi-annual, and annual giving options available.
4. Corporate Sponsorship & Matching Gifts: Corporate sponsors at various levels plus employee matching gift programs through employers such as AT&T, Boeing, Bank of America, Pfizer, and others that match employee donations.
5. School Touring (ITC): The Imaginary Theatre Company provides performances at schools starting at $500 per performance, with pricing dependent on distance traveled, number of performances, and length of visit.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

The Repertory Theatre of St. Louis produces and presents a season of professional live theatrical productions, including Mainstage shows in the 763-seat Virginia Jackson Browning Theatre and intimate Studio productions in the Emerson Studio Theatre black box. It also offers the Diamond Anniversary Concert Series featuring Broadway stars in partnership with Mark Cortale, subscription packages, and educational programming through the Imaginary Theatre Company (ITC), which tours youth productions to schools, libraries, and community centers throughout Missouri and Illinois.

Product overview

The Repertory Theatre of St. Louis is a professional theater company offering a portfolio of subscription packages, single-ticket productions, and educational programs. The main offerings include the Classic Mainstage Subscription (five shows in the 763-seat Virginia Jackson Browning Theatre), the Steve Woolf Studio Series Subscription (three shows in the black box Emerson Studio Theatre), the Diamond Anniversary Concert Series (special concert weekends with Broadway stars), and the Flex Subscription Pass (flexible show selection). Educational programming includes Camp Rep summer theater camp and the Imaginary Theatre Company (ITC) which tours productions for young audiences. Additional offerings include gift certificates, the annual London Theatre Tour, and the Rep Reads discussion program. The company performs at the Loretto-Hilton Center for the Performing Arts on the campus of Webster University in Webster Groves, Missouri.

Differentiator

Problem solved

Functional benefit

Brands

• Imaginary Theatre Company (ITC): Theatre for young people and their families, touring productions to schools, libraries and community centers throughout Missouri and Illinois.

Products and services

• Classic Mainstage Subscription Annual subscription package providing access to all five Mainstage productions in the Virginia Jackson Browning Theatre, with guaranteed seating, priority access, waived exchange fees, and subscriber-exclusive perks. Targeted at committed theatre patrons seeking best pricing across a full season.
• Steve Woolf Studio Series Subscription Subscription package for three intimate performances in the Emerson Studio Theatre, a black box venue with variable capacity and stage arrangement. Targeted at patrons seeking adventurous, boundary-pushing theatre experiences.
• Diamond Anniversary Concert Series Annual concert subscription featuring Broadway stars performing in the Virginia Jackson Browning Theatre, created in partnership with Broadway producer Mark Cortale. Includes performances by Tony Award winners and nominees such as Jessie Mueller, Megan Hilty, and Jeremy Jordan.
• Flex Subscription Pass

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor, core and flagship.

• Opera Theatre of St. LouisminorOthersOpera Theatre St. Louis shares the Loretto-Hilton Center venue with The Rep. Although they share the same venue, these organizations are separate entities and manage their own ticketing and programming.
• Webster University Sargent Conservatory of Theatre ArtsminorOthersWebster University's undergraduate theatre arts department shares the Loretto-Hilton Center venue with The Rep. The university owns the building and The Rep operates as a tenant on their campus.
• Webster UniversitycoreStrategic or Co-development PartnerThe Rep is located on the campus of Webster University in Webster Groves. The university dedicated the Loretto-Hilton Center in 1966 as the first facility in the United States designed specifically to house both a professional acting company and an undergraduate theatre arts department.
• Mark CortaleflagshipGTM or Marketing PartnerMark Cortale is an acclaimed Broadway producer who partners with The Rep to present the Diamond Anniversary Concert Series, bringing Broadway's brightest stars to St. Louis for intimate concert performances.
• London Arts DiscoveryminorStrategic or Co-development PartnerLondon Arts Discovery is a tour operator that partners with The Rep to create the London Theatre Tour, providing expertly curated theatre journeys with deep local connections and exclusive access to the British stage.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Milwaukee Repertory Theater: Three-venue LORT-member regional theatre (Quadracci Powerhouse, Stiemke Studio, Stackner Cabaret) with subscription series, youth programming, and Midwest footprint. Directly comparable in subscription-pricing structure, venue diversification, and educational outreach.
• Cincinnati Playhouse in the Park: Two-stage regional repertory theatre (Marx Theatre and Shelterhouse) offering subscription series and educational programming. Comparable in production model, venue configuration, and LORT-member status; cited alongside The Rep as a peer in national regional theatre rankings.
• Kansas City Repertory Theatre: Kansas City's professional regional repertory theatre producing a Mainstage season with subscription packages, educational outreach, and Tony-winning playwright premieres. Directly comparable in mission, scale (similar employee count and venue capacity), and Midwest regional positioning.
• Indiana Repertory Theatre: Indianapolis-based LORT regional theatre with subscription season, educational touring programs (IRTeens), and a single primary venue. Comparable scale, subscription model, and Midwest nonprofit positioning.
• Cleveland Play House: America's first regional theatre (1915), LORT member with subscription season, education programs, and venue complex at Playhouse Square. Comparable scale and historical positioning; shares Midwest regional theatre market dynamics.
• Actors Theatre of Louisville: Regional repertory theatre known for Humana Festival of New American Plays, with subscription programming and educational outreach. Comparable in professional regional theatre positioning, subscription tiers, and innovation in new work development.

Broad incumbents

• Steppenwolf Theatre Company: Chicago-based LORT theatre known for ensemble-driven productions with national touring and Tony Award pedigree. Comparable as a Midwest LORT member producing world-class drama but materially larger in scale and national profile.
• Guthrie Theater: Major LORT regional theatre in Minneapolis with a 1,400-seat mainstage and multiple venues; produces a broader scale of programming with deeper endowment base. Comparable as a regional repertory theatre but materially larger in budget, staff, and venue footprint.

Emerging players

• Metro Theater Company: St. Louis-based professional theatre company focused on youth and family programming with school touring productions. Comparable to The Rep's ITC division specifically, serving overlapping school audiences throughout Missouri and Illinois.

Regional players

• Opera Theatre of St. Louis: Shares the Loretto-Hilton Center venue with The Rep; comparable in scale, nonprofit mission, and St. Louis regional focus but operates in opera rather than theatre. Useful as a same-market venue-sharing peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/repstl
• LinkedInlinkedin.com/company/repertory-theatre-of-st-louis
• Instagraminstagram.com/repstl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Repertory Theatre of St. Louis