Mountain Play Association

What Mountain Play Association does

Mountain Play Association is a 501(c)(3) nonprofit (EIN 94-6092215) outdoor theater organization founded in 1913 and headquartered in San Rafael, California. It produces an annual Broadway-style musical theater season at the historic 3,750-seat Cushing Memorial Amphitheatre within Mount Tamalpais State Park, with the 2026 season featuring The Wizard of Oz across four performance dates in June. The organization serves over 15,000 patrons annually through a tiered direct-to-consumer offering that combines general seating ($50 adults / $25 youth) and multi-tier reserved seating ($65-$110 adults), supported by reserved parking, shuttle bus service from Mill Valley, on-site concessions, pre-ordered box lunches, accessibility accommodations (wheelchair platforms, sign language interpretation, golf cart assistance, ADA parking), and a Threadless-hosted online merchandise store.

Revenue mechanics span seven streams: ticket sales, parking fees, food and beverage, individual donations and corporate sponsorships (Season Presenting through Fred Gellert Family Foundation, Producer and Associate Producer tiers), merchandise, advertising, and volunteer-provided operational support. Distribution is hybrid: direct online ticketing via the our.show platform plus at-the-gate box office, with tickets $5 more expensive at gate. The Association layers substantial community programming on top of ticketed events, including Play for Art's Sake (free/discounted children's tickets since 2011 supporting Can Do!, Kiddo!, Youth in Arts), Day on the Mountain (since 1993 serving low-income/at-risk youth via Bay Area social service agencies), an annual Redwoods Retirement Community revue since 1995, an Annual Fall Gala at the Corinthian Yacht Club, and a Holiday Gift Wrapping fundraiser.

There is no proprietary technology platform; the model is a venue-and-production service business. Governance is via a volunteer board (Sara Pearson as co-president, John Thomas VP, Gigi Desin Phillips Treasurer, Bianca Raker Secretary) with Eileen Grady as Executive Director and Artistic Producer (entering her eighth year). Operating geography is tightly focused on the San Francisco Bay Area / Marin County, with no disclosed expansion plans beyond the regional catchment.

Name

Mountain Play Association

Legal name

Mountain Play Association

Website

https://mountainplay.org

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

101–250 employees

Short description

Mountain Play Association is a 501(c)(3) nonprofit that has produced annual Broadway-style outdoor musicals at the 3,750-seat Cushing Memorial Amphitheatre on Mount Tamalpais since 1913, drawing more than 15,000 Bay Area patrons each year and funding operations through ticket sales, corporate sponsorships, donations, and community outreach programs serving children, seniors, and at-risk youth.

Ownership category

akta.pro rank

Headquarters

HQ city

San Rafael

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: Primary revenue stream from ticket sales including general seating ($50 adults, $25 youth), reserved seating at three tiers (Director Circle $110/$90, James Dunn Sun Circle $70/$65, Club Circle $65/$60), and group discounts.
2. Parking Fees: Reserved parking at Air Force Base Lot for $40 online or $50 at gate, with under 200 spaces per performance date.
3. Food and Beverage: On-site concessions including beer and wine (Lagunitas Brewery Co. donations), boxed lunches ($25 each), sno-cones, snacks, and beverages. Mill Valley Rotary Club also operates a concession stand.
4. Donations and Sponsorships: Individual giving program, business sponsorships at multiple tiers (Season Presenting, Producer, Associate Producer), and memorial funds. The Fred Gellert Family Foundation and The Harrison Foundation are named sponsors.
5. Merchandise: Online merchandise store via Threadless (mountainplay.threadless.com), on-site merchandise booth at performances.
6. Advertising: Advertising opportunities available throughout the year for businesses; contact [email protected].
7. Volunteer Support: Volunteer-driven organization providing significant operational support through parking crew, event crew, design team, stage crew, and administrative functions.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Mountain Play Association produces and presents an annual outdoor Broadway-style musical theatre production at the historic 3,750-seat Cushing Memorial Amphitheatre on Mount Tamalpais, with the 2026 season featuring The Wizard of Oz. Revenue is generated through tiered ticket sales (general and reserved seating), reserved parking, on-site food and beverage concessions, shuttle transportation, branded merchandise, corporate sponsorships, individual charitable donations, and ancillary fundraising events including an annual gala and holiday gift-wrapping service.

Product overview

Mountain Play Association is a non-profit outdoor theatre organization operating since 1913, presenting an annual season of Broadway-style musical productions at the Cushing Memorial Amphitheatre in Mount Tamalpais State Park. The core product is the annual outdoor theatre production, with the 2026 season featuring 'The Wizard of Oz.' Supporting products and services include ticketed seating (reserved and general), box lunch pre-orders, shuttle transportation, accessibility services, and community outreach programs (Play for Art's Sake, Day on the Mountain). The organization also operates ancillary fundraising events including an Annual Fall Gala, gift wrapping fundraiser, and merchandise shop through Threadless.

Differentiator

Problem solved

Functional benefit

Products and services

• The Wizard of Oz (2026 Mountain Play Production) Annual outdoor Broadway-style musical theatre production performed at the historic 3,750-seat Cushing Memorial Amphitheatre on Mount Tamalpais, open to Bay Area families and individuals seeking a unique outdoor theatrical experience integrated with the natural setting of Mount Tamalpais State Park.
• Reserved Seating Tickets (Director Circle, James Dunn Sun Circle, Club Circle) Premium tiered reserved seating at the Cushing Memorial Amphitheatre sold to individual ticket purchasers, including a cushioned stadium seat and priority shuttle exit pass; adult pricing ranges from $65 to $110 and youth pricing from $60 to $90.
• General Seating Tickets First-come, first-served general admission tickets for the annual outdoor musical production, available in full-sun or shaded upper-center sections of the amphitheatre, sold to individuals and families directly via the online ticketing platform and at the gate.
• Round-trip Shuttle Bus Service from Mill Valley Round-trip shuttle transportation from Mill Valley pickup points to the mountain amphitheatre on performance days, sold to individual ticket-holders and walk-up patrons needing transport to the venue.
• Reserved Parking at Air Force Base Lot Pre-sold reserved parking spaces at the Air Force Base Lot near Mount Tamalpais State Park for performance-day patrons, available in advance online or at the lot gate.
• Pre-ordered Box Lunches Pre-orderable boxed meals (chicken Caesar, turkey or ham croissant sandwiches, vegetarian lavosh) for pickup on performance days, sold to individual ticket-holders attending the show.
• Mountain Play Merchandise Shop Online store selling Mountain Play branded merchandise including apparel and accessories, operated through the Threadless e-commerce platform and complemented by an on-site booth at performances.
• Annual Fall Gala Annual ticketed fundraising gala hosted at the Corinthian Yacht Club to support Mountain Play Association programming.
• Holiday Gift Wrapping Fundraiser Seasonal paid gift wrapping service operated by Mountain Play volunteers during the November-December holiday season, sold to members of the public as a fundraising initiative.

Quantifiable outcome

• Over 15,000 patrons served annually
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

18 partnerships are on record, tiered minor and core.

• Can Do! (Dixie School District Foundation)minorGTM or Marketing Partner · 1 January 2011Recipient of Play for Art's Sake outreach program fundraising since 2011. Program provides free/discounted tickets to children ages 13 and under.
• Kiddo! (Mill Valley School District Foundation)minorGTM or Marketing Partner · 1 January 2011Recipient of Play for Art's Sake outreach program fundraising since 2011. Program supports arts education in Mill Valley schools.
• Youth in ArtsminorGTM or Marketing Partner · 1 January 2011Local arts nonprofit organization recipient of Play for Art's Sake program support since 2011. Partnership supports youth arts education.
• San Rafael High School and Terra Linda High SchoolminorGTM or Marketing Partner · 1 January 2011Local high schools supported through Play for Art's Sake outreach program since 2011, providing free/discounted tickets and arts program funding.
• Redwoods Retirement Community (Mill Valley)minorGTM or Marketing Partner · 1 January 1995Since 1995, Mountain Play presents an annual musical revue at The Redwoods senior community for patrons who can no longer make it to the mountain. Partnership brings theatre to homebound seniors.
• Bay Area Social Service Agencies (Day on the Mountain Program)minorGTM or Marketing Partner · 1 January 1993Day on the Mountain outreach program (since 1993) works with Bay Area social service agencies to provide reserved seating tickets, guided nature hikes, boxed lunches, tee shirts, and round-trip transportation for low-income and at-risk children and adults.
• The Fred Gellert Family FoundationcoreGTM or Marketing PartnerSeason Presenting Partner for Mountain Play 2025-2026 season. Provides primary sponsorship support enabling the annual outdoor theatre production at Cushing Memorial Amphitheatre.
• TCCM / Town CentercoreGTM or Marketing PartnerProducer Sponsor for 2025-2026 season. Local shopping center providing financial sponsorship and marketing visibility support.
• The Harrison FoundationcoreGTM or Marketing PartnerProducer Sponsor for 2025-2026 season. Foundation providing financial sponsorship for the Mountain Play production.
• Survival-CPRcoreGTM or Marketing PartnerProducer Sponsor for 2025-2026 season. CPR training and safety company supporting the Mountain Play.
• Pell-Kaplan FamilycoreGTM or Marketing PartnerProducer Sponsor for 2025-2026 season. Family foundation providing financial support for annual theatre production.
• Sloat Garden CenterminorGTM or Marketing PartnerAssociate Producer Sponsor for 2025-2026 season. Local garden center providing sponsorship support.
• Lagunitas Brewery Co.minorGTM or Marketing PartnerDonates beverages (beer and wine) for the Beet and Wine Booth at performances. All proceeds benefit Mountain Play Association. Outside alcohol not allowed on premises.
• Mill Valley Rotary ClubminorGTM or Marketing PartnerOperates concession stand at performances offering hot/cold beverages, ice cream desserts, and snacks. Proceeds go toward Rotary's selected charity. Supports Mountain Play community event atmosphere.
• Concord Theatricals (on behalf of Tams-Witmark LLC)coreStrategic or Co-development PartnerLicensing partner for The Wizard of Oz stage production. THE WIZARD OF OZ presented by arrangement with Concord Theatricals on behalf of Tams-Witmark LLC. Provides rights to perform the musical adaptation.
• Friends of Mount TamalpaisminorGTM or Marketing PartnerPartner organization with booth at Mountain Play events providing hiking information and trail maps. Supports environmental education component of Mountain Play experience.
• Kaliski Family and Harbor Point Tennis ClubminorGTM or Marketing PartnerSupporters of Golf Cart Assistance program that shuttles patrons with physical limitations from front gate to wheelchair platform or nearby seating between 9 AM and 12:45 PM.
• Corinthian Yacht ClubminorStrategic or Co-development PartnerVenue host for Mountain Play Annual Fall Gala on November 7, 2026. Partnership enables major annual fundraising event.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Woodminster Summer Musicals: Outdoor summer musical theater staged at the Woodminster Amphitheatre in Joaquin Miller Park, Oakland. Same core model as Mountain Play: a single seasonal Broadway-style musical production at a hillside amphitheatre serving Bay Area audiences.
• San Francisco Playhouse: San Francisco-based nonprofit theater company producing a season of contemporary plays and musicals. Comparable as a Bay Area producing theater organization with similar audience demographics.
• Broadway By The Bay: San Mateo-based community musical theater producing Broadway-style shows. Comparable as a Bay Area nonprofit theater organization staging large-scale musicals for community audiences.
• California Shakespeare Theater: Bay Area outdoor theater company producing a summer season of plays and musicals in a similar amphitheatre-style setting. Closely comparable on geography, production model, and community audience.
• Marin Theatre Company: Year-round professional regional theater company based in Mill Valley, Marin County. Same geographic catchment and overlapping Bay Area patron base as Mountain Play, with comparable nonprofit mission orientation.
• Center Repertory Company: East Bay regional theater company producing a season of plays and musicals. Comparable as a community-focused nonprofit performing arts organization serving a regional Bay Area audience.

Broad incumbents

• Oregon Shakespeare Festival: One of the largest outdoor theater festivals in the U.S., producing a long season of Shakespeare and musicals in Ashland, Oregon. Compares on the outdoor-theater-tradition model but operates at far greater scale and length of season.
• Berkeley Repertory Theatre: Established Tony Award-winning East Bay regional theater with a much larger multi-stage season and broader programming. Overlaps with Mountain Play on Bay Area theatrical audiences but operates at significantly greater scale.
• American Conservatory Theater: Major San Francisco-based professional theater and conservatory with a large year-round season. Comparable as a Bay Area nonprofit producing theater organization, but at substantially greater scale and with multiple performance spaces.
• TheatreWorks Silicon Valley: Silicon Valley-based regional theater producing a season of musicals and plays. Comparable as a Bay Area nonprofit producing theater organization serving a similar demographic of family and community audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/themountainplay

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Mountain Play Association