Alberta Theatre Projects
Alberta Theatre Projects is a Calgary-based not-for-profit professional theatre company, founded in 1972, that produces contemporary Canadian plays and world premieres at the 419-seat Martha Cohen Theatre, serving Calgary and Southern Alberta audiences via subscriptions, group sales, and youth programs.
- Company typePrivate
- Founded1972
- HeadquartersCalgary, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Alberta Theatre Projects does
Alberta Theatre Projects (ATP) is a not-for-profit professional theatre company founded in Calgary in 1972, operating as a registered charity under Alberta law (Alberta Theatre Projects Society). It produces and presents contemporary Canadian and world-premiere stage productions at the 419-seat Martha Cohen Theatre within Arts Commons, a venue it has occupied since 1985. The company is a signatory to the Canadian Theatre Agreement and maintains institutional relationships with Canadian Actors Equity Association, IATSE, Associated Designers of Canada, and Playwrights Guild of Canada. Its technical infrastructure includes computerized lighting and sound systems, a fly gallery, wing space, understage trap doors, and five stage elevators, supporting flexible configurations including theatre-in-the-round, thrust, and cabaret staging.
ATP's product portfolio spans a five-production main stage season (the 2026-27 lineup includes Evil Dead The Musical, The Hobbit, Fifteen Dogs, Burning Mom, and Dream: A Canadian Musical), season subscriptions, group sales, gift ticket vouchers, and educational programming such as student matinees and the $20 youth ticket initiative. Beyond ticket revenue, ATP generates income from donations (including a monthly giving program), corporate sponsorships (Enbridge, Strategic Group), 50/50 cash raffles via Rafflebox, advertising at the venue, and grants. It supports Canadian playwright development through the Enbridge Playwrights Awards ($3,000 annually to one emerging and one established playwright) and Playwrights Projects workshop series.
The company sells through multiple channels — online ticket office, phone and in-person box office, subscription programs, and group sales — and engages audiences via website content, email newsletters, Twitter, media releases, and community partnerships including Kids Up Front. It co-produces extensively with peer Canadian theatres (Theatre Calgary, The Citadel Theatre, Gateway Theatre, Theatre Aquarius, Western Canada Theatre, Arts Club Theatre Company, Banff Centre for Arts and Creativity, The Old Trout Puppet Workshop) and presents work from Forte Musical Theatre Guild. Leadership currently consists of Executive Director Peita Luti (appointed December 2023) and Artistic Director Haysam Kadri (permanent since 2023, following an interim period after the November 2020 passing of Darcy Evans).
Alberta Theatre Projects firmographics
Firmographics- Name
- Alberta Theatre Projects
- Legal name
- Alberta Theatre Projects Society
- Website
- https://albertatheatreprojects.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alberta Theatre Projects is a Calgary-based not-for-profit professional theatre company, founded in 1972, that produces contemporary Canadian plays and world premieres at the 419-seat Martha Cohen Theatre, serving Calgary and Southern Alberta audiences via subscriptions, group sales, and youth programs.
- Ownership category
- akta.pro rank
Alberta Theatre Projects industry classification
Industry- Product category
- Live Theatre
- NAICS
- Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Regional & Repertory Theatre Companies (MPAGABAB)
- akta.pro secondary industries
- Touring Theatre Productions (MPAGABAC), Theater, Musicals & Performing Arts (THAJAFAB)
Keywords
Where Alberta Theatre Projects is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Alberta Theatre Projects business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Ticket Sales: Primary revenue stream from single tickets, subscription packages, group sales, and gift ticket vouchers for live theatre performances at the Martha Cohen Theatre.
- Donations and Fundraising: Donations from supporters including monthly giving programs, one-time donations, and fundraising initiatives such as 50/50 cash raffles.
- Advertising Revenue: Revenue from advertising opportunities at the theatre venue, including the option to advertise at ATP performances.
- Education Programs: Revenue from student matinees and youth engagement programs including subsidized tickets for young people.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Single Tickets |
| Subscription | Annual | Season Subscription Packages |
| Other | Pay-as-you-go | Group Sales |
| Unit Pricing | Pay-as-you-go | Student Tickets ($20) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Alberta Theatre Projects product offering
Product offeringCore offering
Alberta Theatre Projects produces and presents a season of professional live theatre productions at the 419-seat Martha Cohen Theatre in Calgary, including world premieres, Canadian plays, and musical adaptations. The company sells single tickets, season subscriptions, group sales, and student-priced tickets, and operates supporting programs including student matinees, the $20 youth ticket initiative, a 50/50 cash raffle fundraiser, and the Enbridge Playwrights Awards for new play development.
Product overview
Alberta Theatre Projects (ATP) is a not-for-profit professional theatre company operating from the Martha Cohen Theatre in Calgary. The organization offers a portfolio of live theatre productions including world premieres, Canadian plays, and adaptations of classic works. Beyond productions, ATP provides season subscriptions, group sales, student matinees, and youth engagement programs including the $20 ticket initiative. The company operates fundraising programs including 50/50 cash raffles and supports playwright development through the Enbridge Playwrights Awards and Playwrights Projects workshop series.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Theatre Productions Professional live theatre performances presented at the Martha Cohen Theatre, featuring contemporary plays, world premieres, Canadian plays, adaptations of classic works, and musical productions for Calgary audiences.
- Season Subscriptions Annual subscription packages providing subscribers with access to multiple productions across the season, offering the best deal on tickets, priority access, and exclusive subscriber perks.
- Group Sales Discounted ticket packages for groups, organizations, and corporate bookings attending performances together with bulk pricing options.
- Student Matinees Educational programming offering reduced-price tickets for student groups to attend weekday performances at the Martha Cohen Theatre.
- That $20 Ticket Thing Youth engagement program providing $20 tickets for young audience members to attend select performances, designed to remove financial barriers for young people.
- ATP 50/50 Cash Raffle Online 50/50 cash raffle fundraiser offered through the Rafflebox platform with prizes up to $10,000, providing proceeds to support Alberta Theatre Projects operations.
- Youth Engagement at ATP Programs designed to engage young people with theatre through education initiatives and subsidized ticket programs, supporting youth arts participation in Calgary.
- Enbridge Playwrights Awards Annual $3,000 award presented to one emerging and one established playwright to foster development of new Canadian plays, sponsored by Enbridge Inc.
Quantifiable outcome
- Highest-selling show in company history: The Lion, the Witch and the Wardrobe (December 2019)
- +2 more outcomes
Companies that use Alberta Theatre Projects
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Alberta Theatre Projects technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alberta Theatre Projects partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and minor.
- Banff Centre for Arts and CreativitycoreCo-production partner for Banff Centre New Play Productions. Banff Centre's New Play Productions are generously funded by The Slaight Family Foundation. ATP collaborates with Banff Centre on productions like The Legend of Sleepy Hollow.
- The Old Trout Puppet WorkshopcoreCollaborative theatre partner known for innovative puppetry. Co-produced The Legend of Sleepy Hollow with ATP and Banff Centre, bringing ghostly classic to the stage.
- Theatre CalgarymajorMajor co-production partner for Canadian productions including Made in Italy and The F Word. Presents ATP productions and collaborates on touring or shared productions.
- The Citadel TheatremajorCo-production partner for Casey and Diana (2026), bringing powerhouse Canadian play to ATP's Martha Cohen Theatre.
- Gateway TheatremajorCo-production partner for WILDWOMAN (2026), associating with Gateway Theatre's hit production for Calgary presentation.
- Theatre AquariusmajorCo-production partner for King James (2025), bringing Rajiv Joseph's play to ATP.
- Western Canada TheatremajorCo-production partner for Liars at a Funeral (2025), associating with Western Canada Theatre's production.
- Arts Club Theatre CompanymajorPresenting partner for Arts Club Theatre productions including The Birds and the Bees and Kim's Convenience, bringing Vancouver productions to Calgary.
- Forte Musical Theatre GuildcoreMusical theatre co-production partner for Alberta Kitchen Party and The Wizard of Oz productions.
- Kids Up FrontminorCommunity partner for accessibility programs, hosting families at annual holiday events and providing access to theatre for underserved youth.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Alberta Theatre Projects competitors and assessment
Company assessmentDirect peers
- The Citadel Theatre: Edmonton-based regional professional theatre and co-production partner on Casey and Diana (2026). Operates multiple performance spaces with comparable subscription and education programming, making it a direct Canadian regional peer.
- Western Canada Theatre: Kamloops-based professional regional theatre and co-production partner on Liars at a Funeral (2025). Comparable mid-sized Canadian regional theatre running season programming and youth education initiatives.
- Theatre Aquarius: Hamilton, Ontario-based professional theatre and co-production partner on King James (2025). Similar scale and Canadian contemporary play focus, making it a directly comparable regional peer.
- Arts Club Theatre Company: Vancouver's largest professional theatre company and ATP presenting partner for touring productions such as The Birds and the Bees and Kim's Convenience. Comparable non-profit regional theatre model with subscription and education programs.
- Gateway Theatre: Richmond, BC-based professional theatre and co-production partner on WILDWOMAN (2026). Comparable regional theatre producing Canadian contemporary work with a single primary venue.
- Theatre Calgary: Headquartered in Calgary, Theatre Calgary is the city's other major professional theatre company and a confirmed co-production partner with ATP. Both produce Canadian contemporary work and share audiences, donors, and venue infrastructure at Arts Commons.
- Soulpepper: Toronto-based not-for-profit resident theatre company focused on Canadian work, with a comparable model of season subscriptions, new play development, and education programming. Larger in scale but serves the same Canadian regional theatre ecosystem.
Broad incumbents
- Mirvish Productions: Toronto-based commercial theatre producer and venue operator presenting large-scale productions. Overlaps with ATP only at the broadest industry level (Canadian professional theatre) and operates a fundamentally different commercial model.
- Stratford Festival: Canada's largest classical theatre festival, operating multiple venues and a multi-month season. Overlaps with ATP as a Canadian not-for-profit theatre but at materially larger scale and with a classical/repertory focus rather than contemporary work.
Emerging players
- Banff Centre for Arts and Creativity: Banff-based arts training and creation centre that co-produces new plays with ATP (e.g., The Legend of Sleepy Hollow). Overlaps in new play development but is primarily a residency and training organization rather than a subscription house.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alberta Theatre Projects social profiles
Digital presenceAlberta Theatre Projects financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alberta Theatre Projects leadership team
Management profileNumber of profiles
Profiles3 records
Alberta Theatre Projects funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alberta Theatre Projects 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 Alberta Theatre Projects
What does Alberta Theatre Projects do?
Alberta Theatre Projects produces and presents a season of professional live theatre productions at the 419-seat Martha Cohen Theatre in Calgary, including world premieres, Canadian plays, and musical adaptations. The company sells single tickets, season subscriptions, group sales, and student-priced tickets, and operates supporting programs including student matinees, the $20 youth ticket initiative, a 50/50 cash raffle fundraiser, and the Enbridge Playwrights Awards for new play development.
Is Alberta Theatre Projects a public or private company?
Alberta Theatre Projects is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Alberta Theatre Projects founded?
Alberta Theatre Projects was founded in 1972. It employs 11 to 50 people.
Where is Alberta Theatre Projects based?
Alberta Theatre Projects is headquartered in Calgary, Canada, in the North America region.
How does Alberta Theatre Projects make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are donations and Fundraising, advertising Revenue and education Programs.
Who are Alberta Theatre Projects's main competitors?
Direct peers on record are The Citadel Theatre, Western Canada Theatre, Theatre Aquarius, Arts Club Theatre Company, Gateway Theatre, Theatre Calgary and Soulpepper. Broad incumbents are Mirvish Productions and Stratford Festival. Banff Centre for Arts and Creativity is listed as an emerging player.
Does Alberta Theatre Projects have an API?
No public API is recorded for Alberta Theatre Projects.
What industry is Alberta Theatre Projects in?
Alberta Theatre Projects's product category is Live Theatre. Its primary akta.pro industry code is MPAGABAB, Regional & Repertory Theatre Companies, with a secondary code of MPAGABAC, Touring Theatre Productions. Its NAICS code is 711110 and its SIC code is 7900.