Variety Playhouse
- Company typePrivate
- Founded1940
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
Variety Playhouse firmographics
Firmographics- Name
- Variety Playhouse
- Legal name
- Variety Playhouse
- Website
- https://variety-playhouse.com
- Company type
- Private
- Founded year
- 1940
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Variety Playhouse industry classification
Industry- Product category
- Live Music and Event Venue
- NAICS
- Performing Arts, Spectator Sports, and Related Industries (711), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Live Music Clubs & Venues (MPAGAIAB)
- akta.pro secondary industries
- Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Live Music Venues & Concert Bars (THAFAEAD), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)
Keywords
Where Variety Playhouse is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Variety Playhouse business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Ticket Sales: Revenue from concert and event ticket sales through AXS ticketing platform and box office. Box office charges $4 handling fee per ticket. Mix of general admission and reserved seating shows.
- Bar and Food Sales: Food, snacks, and full bar service available during all shows. Light snacks available for purchase at the bar.
- Private Event Rentals: Venue rental for corporate events, weddings, product launches, awards shows, and other social events. Pricing varies by event type and guest count (200-1,100 capacity). Professional event staff and on-site catering available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Box Office Ticket Purchase |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Variety Playhouse product offering
Product offeringCore offering
Variety Playhouse is a historic live music venue hosting concerts and shows across multiple genres with a 1,100-person general admission capacity. The venue also rents its space for private events including corporate gathering s, weddings, product launches, and social functions for guest counts ranging from 200 to 1,100. Ticketing is handled through the AXS platform and an on-site box office, with full bar and food concession service offered during events.
Product overview
Variety Playhouse is a single-venue live music and events space operated by Zero Mile Presents. The core offering is the physical venue at 1099 Euclid Ave NE in Atlanta's Little Five Points neighborhood, dating to 1940 and fully renovated in 2016. The venue hosts live music concerts (the primary product) and also offers private event rental services for corporate events, weddings, and other social gatherings. Ticketing is handled through AXS. The venue accommodates 200-1,100 guests depending on event type, featuring state-of-the-art sound and lighting, multiple floorplan configurations, and full bar and food services.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Music Concerts Live music concerts and shows across multiple genres held in the 1,100-capacity venue. Mix of general admission with standing areas, fixed theater-style seating on two levels, and a front pit. All-ages shows unless otherwise stated. Tickets sold via AXS platform and on-site box office.
- Private Event Rental Private venue rental for corporate gatherings, happy hours, filming events, virtual/hybrid events, video shoots, weddings, product launch events, awards shows, and social events. Accommodates 200-1,100 guests with customizable floorplans, on-site catering, and professional event staff.
- Bar and Food Concessions Food, snacks, and full bar service available on-site during all shows and private events. Light snacks available for purchase at the bar. Cashless transactions accepted, with a diversified beverage portfolio from sponsoring brands.
Companies that use Variety Playhouse
Customer profileSegments2 records
Ideal customer profiles2 records
Variety Playhouse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Variety Playhouse partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- T-MobileminorT-Mobile appears as a sponsor/partner on the venue footer, suggesting sponsorship or promotional partnership for concerts and events.
- Terrapin Beer Co.minorTerrapin beer brand appears as a sponsor on the venue footer, indicating a beverage partnership for on-site bar sales.
- HeinekenminorHeineken appears as a sponsor/partner on the venue footer, indicating a beer sponsorship partnership.
- Creature Comforts Brewing Co.minorCraft brewery partner appearing on venue footer as sponsor, serving beer at the venue bar.
- Tito's Handmade VodkaminorTito's vodka brand appears as sponsor/partner on venue footer, indicating spirit brand partnership.
- Don JuliominorDon Julio tequila brand appears as sponsor/partner on venue footer, indicating spirit brand partnership.
- Bulleit BourbonminorBulleit whiskey brand appears as sponsor/partner on venue footer, indicating spirit brand partnership.
- Tractor Beverage Co.minorTractor hard seltzer brand appears as sponsor on venue footer.
- Bud LightminorBud Light beer brand appears as sponsor/partner on venue footer.
- Michelob UltraminorMichelob Ultra beer brand appears as sponsor/partner on venue footer.
- NutrlminorNutrl hard seltzer brand appears as sponsor on venue footer.
- Sweetwater Brewing CompanyminorSweetwater brewery appears as sponsor/partner on venue footer, serving beer at venue bar.
- SurfsideminorSurfside beverage brand appears as sponsor on venue footer.
- AXScoreAXS is the primary ticketing platform powering ticket sales for Variety Playhouse. Provides online ticket purchasing and mobile wallet ticket functionality via their app.
Scale indicators4 records
Recent moves5 records
Expansion highlights3 records
Variety Playhouse competitors and assessment
Company assessmentDirect peers
- Terminal West: Boutique Atlanta live music venue in West Midtown with comparable capacity and touring concert programming. A direct competitor for indie and emerging artist bookings.
- Tabernacle: Historic Atlanta live music venue in Downtown with similar mid-size capacity and a comparable mix of touring concerts and private events. Operated by Live Nation, directly competing for Atlanta live music share.
- Aisle 5: Smaller-capacity Atlanta live music and event venue in O4W. Competes for emerging and local acts and offers private event rentals comparable to Variety Playhouse.
- The Eastern: Mid-size Atlanta concert venue operated by AEG Presents in the Old Fourth Ward neighborhood. Directly competes with Variety Playhouse for the same touring artist routing and live music audience in Atlanta.
- Center Stage / The Loft: Atlanta mid-size live music and events complex featuring multiple performance spaces. Directly comparable in scale, genre mix, and event-rental business model to Variety Playhouse.
- Buckhead Theatre: Historic Live Nation-operated theater in Atlanta hosting live music, comedy, and private events. Comparable historic mid-size venue model competing for similar programming.
- Coca-Cola Roxy Theatre: Live Nation-operated concert venue at The Battery Atlanta with ~2,700 capacity. Competes directly with Variety Playhouse for touring artist bookings in the Atlanta market at a larger scale.
Others
- Zero Mile Presents: Operator of Variety Playhouse with 20+ years of live event, concert and festival experience. Sister company/concert promoter that books acts into the venue and competing Atlanta venues, providing both operational support and a route for competitive programming pressure.
Broad incumbents
- House of Blues: Multi-city chain of mid-size live music venues owned by Live Nation. Competes with Variety Playhouse via touring artist routing but operates at much greater portfolio scale and with broader geographic reach.
- The Fillmore: Live Nation-operated chain of historic live music venues (e.g., Fillmore Atlanta, Charlotte). Directly comparable in historic-venue positioning, but with a multi-city brand and broader programming resources.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Variety Playhouse social profiles
Digital presenceVariety Playhouse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Variety Playhouse leadership team
Management profileNumber of profiles
Profiles1 record
Variety Playhouse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Variety Playhouse 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 Variety Playhouse
What does Variety Playhouse do?
Variety Playhouse is a historic live music venue hosting concerts and shows across multiple genres with a 1,100-person general admission capacity. The venue also rents its space for private events including corporate gathering s, weddings, product launches, and social functions for guest counts ranging from 200 to 1,100. Ticketing is handled through the AXS platform and an on-site box office, with full bar and food concession service offered during events.
Is Variety Playhouse a public or private company?
Variety Playhouse is a private company. It is classified as unknown and is currently operating.
When was Variety Playhouse founded?
Variety Playhouse was founded in 1940. It employs 11 to 50 people.
Where is Variety Playhouse based?
Variety Playhouse is headquartered in Atlanta, United States, in the North America region.
How does Variety Playhouse make money?
Three revenue lines are on record. Ticket Sales are the primary driver. The others are bar and Food Sales and private Event Rentals.
Who are Variety Playhouse's main competitors?
Direct peers on record are Terminal West, Tabernacle, Aisle 5, The Eastern, Center Stage / The Loft, Buckhead Theatre and Coca-Cola Roxy Theatre. Zero Mile Presents is listed as an others. Broad incumbents are House of Blues and The Fillmore.
Does Variety Playhouse have an API?
No public API is recorded for Variety Playhouse.
What industry is Variety Playhouse in?
Variety Playhouse's product category is Live Music and Event Venue. Its primary akta.pro industry code is MPAGAIAB, Live Music Clubs & Venues, with a secondary code of MPAGALAC, Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues). Its NAICS code is 711 and its SIC code is 7900.