The Orpheum Theater

What The Orpheum Theater does

The Orpheum Theater is a historic 1,727-seat live entertainment venue at 216 State Street in downtown Madison, Wisconsin, operating since 1927 and currently managed by FPC Live. The venue's limestone Art Deco exterior and French Renaissance interior were designed by Rapp and Rapp, the same architecture firm behind Radio City Music Hall and the Chicago Theatre; the building was declared a City of Madison landmark in 1998 and added to the National Register of Historic Places in 2008. A 2022 renovation replaced all 1,727 seats and updated the Grand Lobby Bar.

Core operations center on hosting touring concerts, comedy shows, family performances, and speaking engagements, supplemented by private venue rental for weddings, proms, corporate events, and holiday parties booked through FPC Special Events. The venue is integrated into the Live Nation/Ticketmaster distribution ecosystem, with tickets sold primarily via Ticketmaster (including dynamic-priced Platinum Tickets), reduced-fee in-person sales at The Sylvee and Coliseum box offices, and a free All Access membership program offering presales, Concert Cash rewards, and personalized offers.

Revenue is generated across five streams: ticket sales (transaction fee model with dynamic pricing), private venue rental (one-time license), on-site bar services and cashless payments, merchandise via a Shopify storefront, and brand sponsorships with major alcohol and beverage partners (Woodford Reserve, Jack Daniels, Pepsi, Modelo, Tito's, Miller Lite, and others). The venue distributes through website, email newsletter, social media, Live Nation All Access, and Ticketmaster; ancillary partnerships include hotel tie-ups (Hilton, Moxy, Concourse, AC Hotel) for ticket-holder discounts and a quarterly Community Partners program with local nonprofits.

Name

The Orpheum Theater

Legal name

The Orpheum Theater

Website

https://madisonorpheum.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

The Orpheum Theater is a historic 1,727-seat live entertainment venue in downtown Madison, Wisconsin, operating since 1927 under FPC Live. It hosts touring concerts, comedy, and family shows, plus private rentals, distributed through Ticketmaster and Live Nation.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

akta.pro secondary industries

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Venue Food, Beverage & Hospitality Operations (Concessions, Catering, Premium Seating) (MPAGALAN)

Keywords

• Live entertainment venue
• Concert venue rental
• Comedy show events
• Private event hosting
• Historic theater shows

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for concerts, comedy shows, and special events. Tickets sold through Ticketmaster with dynamic pricing (Platinum Tickets) based on demand. Reduced-fee tickets available for purchase in person at partner box offices.
2. Venue Rental: The Orpheum is available for private events including wedding receptions, proms, corporate events, and holiday parties. Booked through FPC Special Events.
3. Food and Beverage Sales: The venue operates bars serving alcohol and light snacks. Accepts credit, debit, Apple Pay, and Google Pay. Artist merchandise sales may still accept cash.
4. Merchandise Sales: The Orpheum sells branded merchandise including hoodies and t-shirts through their Shopify storefront.
5. Sponsorships: The venue has partnerships with alcohol brands (Woodford Reserve, Jack Daniels, Herradura, Pepsi, Modelo, Tito's, Miller Lite, etc.) and offers sponsorship opportunities through FPC Live.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Orpheum Theater is a historic 1,727-seat live entertainment venue in downtown Madison, Wisconsin, operated by FPC Live. The venue hosts concerts, comedy shows, speaking engagements, and special events featuring touring artists and performers, and also offers private event rentals for weddings, proms, corporate events, and holiday parties. Supplementary offerings include on-site bar services, branded merchandise sales through Shopify, and an All Access membership program with presale access and Concert Cash rewards.

Product overview

The Orpheum Theater is a historic 1,727-seat live entertainment venue in Madison, Wisconsin, operated by FPC Live. Rather than a unified software platform, the venue offers a portfolio of connected services: core live entertainment events (concerts, comedy, speaking engagements), supplemented by venue rental for private events, on-site bar services, merchandise sales, a free All Access membership program with presale access and Concert Cash rewards, a Community Partners charitable program, and assisted listening accessibility services. All ticketing is handled through Ticketmaster, and the venue operates as a cashless facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Entertainment Events The Orpheum Theater hosts live performances including concerts, comedy shows, speaking engagements, and special events featuring touring artists and performers in its 1,727-seat historic venue.
• Venue Rental Private event rentals for wedding receptions, proms, corporate events, holiday parties, and other special occasions at the historic Orpheum Theater. Managed through FPC Special Events.
• Bar Services On-site bars at the Grand Lobby Bar serving beer, wine, cocktails, and light snacks. Cashless facility accepting credit, debit, Apple Pay, and Google Pay. Features 'Drinks at Doors' promotions with Wollersheim wine.
• Merchandise Store Official venue merchandise including apparel such as hoodies and t-shirts, available for purchase online through Shopify storefront.
• All Access Membership Free membership program providing presale access to all shows, Concert Cash rewards for discounts on future tickets, and personalized ticket deals based on music preferences. Powered by Live Nation.
• Assisted Listening Services (ListenWIFI) Accessibility service providing ListenWIFI assisted listening devices from Listen Technologies for patrons, streaming live show audio to personal smartphones or checked-out receivers via the venue's free WiFi.

Quantifiable outcome

• Hosts 20+ major comedy and music events annually
• +1 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

27 partnerships are on record, tiered core and minor.

• FPC LivecoreGTM or Marketing PartnerFPC Live is the parent company and operator of The Orpheum Theater. They handle venue management, event promotion, and sponsorship relationships. FPC Live also operates other Madison venues including The Sylvee, Majestic Theatre, and High Noon Saloon.
• Live NationcoreChannel Partner/ Reseller/ DistributorLive Nation is the parent company of Ticketmaster and provides the All Access membership program that offers Orpheum customers presale access, Concert Cash rewards, and personalized ticket deals.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform for The Orpheum Theater. Handles ticket sales, mobile ticket delivery, dynamic pricing (Platinum Tickets), and ticket transfers. All-in pricing displayed inclusive of fees.
• Woodford ReserveminorGTM or Marketing PartnerPremium bourbon sponsor with logo placement on the venue's partners page.
• Jack DanielsminorGTM or Marketing PartnerWhiskey brand sponsor with logo placement on the venue's partners page.
• HerraduraminorGTM or Marketing PartnerTequila brand sponsor with logo placement on the venue's partners page.
• PepsiminorGTM or Marketing PartnerBeverage sponsor with logo placement on the venue's partners page.
• Coppola (Francis Ford Coppola Winery)minorGTM or Marketing PartnerWine brand sponsor with logo placement on the venue's partners page.
• Wollersheim WineryminorGTM or Marketing PartnerWisconsin winery sponsor. Also featured in the 'Drinks at Doors with Wollersheim Special' promotion offering deals on first drinks within 30 minutes of doors opening.
• ModelominorGTM or Marketing PartnerMexican beer brand sponsor with logo placement on the venue's partners page.
• Twisted TeaminorGTM or Marketing PartnerIced tea alcoholic beverage sponsor with logo placement on the venue's partners page.
• Sierra NevadaminorGTM or Marketing PartnerCraft beer brand sponsor with logo placement on the venue's partners page.
• Miller LiteminorGTM or Marketing PartnerBeer brand sponsor with logo placement on the venue's partners page.
• SlaneminorGTM or Marketing PartnerIrish whiskey brand sponsor with logo placement on the venue's partners page.
• Tito's Handmade VodkaminorGTM or Marketing PartnerVodka brand sponsor with logo placement on the venue's partners page.
• Hilton Madison Monona TerraceminorGTM or Marketing PartnerHotel partner offering exclusive rates (up to 20% off) for Orpheum ticket holders with lakefront views near the venue.
• Moxy Madison DowntownminorGTM or Marketing PartnerHotel partner offering complimentary cocktails at check-in for Orpheum ticket holders near The Sylvee venue.
• The Madison Concourse HotelminorGTM or Marketing PartnerHotel partner offering 20% discount and shuttle service for Orpheum ticket holders with complimentary drinks, hors d'oeuvres, dessert, and breakfast at the Governor's Club level.
• AC Hotel Madison DowntownminorGTM or Marketing PartnerHotel partner offering special rates (up to 20% savings) for Orpheum ticket holders in modern luxury downtown setting.
• Ice Age Trail AllianceminorOthersCommunity partner - quarterly nonprofit partner receiving venue donations and complimentary event access. Founded 1958, the nonprofit supports the Ice Age Trail with 21 local chapters across Wisconsin.
• Outreach LGBTQ+ Community CenterminorOthersCommunity partner - quarterly nonprofit partner committed to equity and quality of life for LGBTQ+ people through community building, health services, and advocacy.
• The Joseph Gomoll Foundation (Joey's Song)minorOthersCommunity partner - quarterly nonprofit founded in 2010 in memory of Joey who had Dravet Syndrome. Raises awareness and funds for epilepsy research and programs for children with special needs.
• Journey Mental Health CenterminorOthersCommunity partner - quarterly nonprofit and Dane County's largest behavioral health provider offering mental health and substance use services for 75 years.
• Second Harvest Food BankminorOthersCommunity partner - quarterly nonprofit providing access to nutritious, affordable, culturally meaningful food through food acquisition, distribution, and FoodShare outreach programs.
• Clean Lakes AllianceminorOthersCommunity partner - nonprofit dedicated to improvement and protection of lakes, streams, and wetlands in the Yahara River Watershed through advocacy and education.
• Autism Society of South Central WisconsinminorOthersCommunity partner - nonprofit improving lives of those impacted by Autism through information, resources, support, and awareness in the community.
• Underdog Pet Rescue of WisconsinminorOthersCommunity partner - all-breed companion animal rescue based in Dane County finding permanent homes for animals in need through community services and outreach.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Riverside Theater (Milwaukee): Historic ~2,500-seat theater in Milwaukee operated by the Pabst Theater Group. Closest regional comparable: similar historic character, similar tier of touring concerts and comedy, and similar mid-size Midwestern market dynamics.
• Pabst Theater Group: Operator of historic Wisconsin theaters (Pabst Theater, Riverside, Turner Hall). Functions as a portfolio operator analogous to FPC Live and is the most direct competitor for tour routing and sponsor dollars in Wisconsin.
• Majestic Theatre (Madison): Mid-sized Madison theater (approx. 600-cap) also operated by FPC Live. Shares the same promoter, ticketing stack, and downtown patron base, making it the closest peer in size and programming mix (mixed comedy, music, private events).
• The Sylvee: 1,800-capacity live music venue in Madison, WI operated by the same parent FPC Live. Directly comparable in market, operating model, and Live Nation/Ticketmaster integration; differs mainly in capacity tier and modern vs. historic positioning.
• High Noon Saloon: ~400-capacity live music club in Madison operated by FPC Live. Comparable live-entertainment business model (ticketed shows, bar-driven revenue, same ticketing stack) but at smaller scale and narrower format.
• The Barrymore Theatre (Madison): Historic ~800-capacity live entertainment venue in Madison hosting concerts, comedy, and private events. Directly competes for the same programming and patrons in the Madison market with a similar historic, mixed-format profile.

Broad incumbents

• House of Blues: Live Nation-owned chain of mid-sized music venues across major U.S. markets. Comparable in size range, ticketing stack, and touring-act programming, though with a distinct brand identity and broader geographic footprint.
• The Fillmore (Live Nation): Network of branded Live Nation theaters in major U.S. markets (Detroit, Philadelphia, Minneapolis, etc.). Comparable in tier (1,800–2,500 seats) and operating model (Live Nation ticketing, sponsor-driven F&B), and a competitor for tour routing on Midwest legs.
• Beacon Theatre (New York): Historic ~2,800-seat Upper West Side theater operated by MSG Entertainment. Relevant benchmark for a historic, mid-large format venue with premium F&B and sponsor activation, though in a far larger and more tourist-driven market.

Regional players

• Overture Hall (Madison): 2,200-seat performing arts center in downtown Madison operated by Overture Center for the Arts. Competes for the same local audience for touring concerts, comedy, and family shows, but skews more toward presenting/arts organization model than promoter-operator.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MadOrpheum
• Facebookfacebook.com/MadOrpheum
• LinkedInlinkedin.com/company/orpheum-entertainment-group

Revenue estimate

Valuation estimate

Number of profiles

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 The Orpheum Theater