What Carouge Theater does

Théâtre de Carouge is a non-profit theater creation house established in 1958 in Carouge, a municipality in the Canton of Geneva, Switzerland. The institution operates two performance venues, the Grande Salle and Petite Salle, and produces approximately 10 theatrical productions per season spanning classical repertoire (Molière, Chekhov, Tennessee Williams, Victor Hugo) and contemporary works, with international coproductions involving partners in France (Théâtre National Populaire, Théâtre du Passage Neuchâtel) and China (Yang Hua Theatre). Its services include season subscriptions (Abonnement, CHF 238/annual), adherent membership cards (CHF 20-40), individual tickets (CHF 10-50), gift certificates, and a bar/restaurant operated by Fresya Événementiel.

The business model combines earned revenue from ticketing and ancillary services with public subsidies from the City of Carouge and Canton of Geneva, supplemented by corporate and foundation grants (Fondation Leenaards, Fondation du Groupe Pictet, Fondation Audemars Piguet). Distribution occurs through in-person box office sales, the Themisweb online platform, telephone orders, and the Camion-Théâtre mobile theater truck, which has toured Geneva canton communes since 2016. Customer segments include individual theatergoers (subscribers, members, walk-ups), schools (Geneva DIP and other institutions), young audiences, amateur performers, and corporate partners. Pricing is tiered by audience category (full, reduced AVS/AI, student/under-25, last-minute, corporate).

The theater's strategic positioning emphasizes cultural accessibility through the Fonds MIRANDOLINA solidarity fund (created 2024), comprehensive accessibility services (audio description, bilingual subtitles, ListenWIFI hearing assistance, wheelchair access, babysitting via Croix Rouge Genevoise), and community outreach via school programs, an amateur theater troupe under professional mentorship, and partnerships with libraries, museums, and cultural organizations. Leadership will transition from director Jean Liermier to Jean Bellorini effective January 1, 2027, with both co-programming the transitional 26/27 season. International touring extends productions to venues across France, including Théâtre du Rond-Point (Paris), MC2 Grenoble, and Théâtre de la Cité Toulouse.

Name

Carouge Theater

Legal name

Théâtre de Carouge

Website

https://theatredecarouge.ch

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Théâtre de Carouge is a non-profit Swiss theater creation house founded in 1958 in Carouge, Geneva, producing approximately 10 theatrical productions per season across two venues, serving individual theatergoers, schools, and corporate audiences through subscriptions, ticketing, and community outreach programs including a mobile theater truck.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Theater

NAICS

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

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

Keywords

• Live theater productions
• Theatrical performances
• Season subscriptions
• Cultural arts programming
• Mobile theater tours

Headquarters

HQ city

Carouge

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Individual ticket sales for performances ranging from CHF 10-50 depending on show and audience category. Revenue from both regular performances and special events.
2. Season Subscriptions: Annual subscription packages offering 7+ shows at reduced rates (CHF 238 regular, CHF 182 reduced), providing predictable revenue and customer loyalty.
3. Adherent Cards: Annual membership cards (CHF 20-40) providing discounted ticket prices and priority booking benefits.
4. Gift Certificates: Gift cards available for purchase to attend shows or support theater renovations.
5. Bar and Restaurant: Bar/restaurant operated by Fresya Événementiel, open before and after performances, generating food and beverage revenue.
6. Corporate Partnerships: Business relationships with companies for corporate events and sponsorships.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

Théâtre de Carouge is a theater creation house that produces, programs, and presents live theatrical performances in its two Carouge venues (Grande Salle, Petite Salle) and via its touring Camion-Théâtre truck. It monetizes productions through individual ticket sales, season subscriptions (Abonnement), adherent membership cards, gift certificates, and ancillary on-site bar/restaurant services operated by Fresya Événementiel, while delivering educational, amateur, and accessibility programming as part of its public-service mission.

Product overview

Théâtre de Carouge is a theater creation house established in 1958, offering a portfolio of core ticketing and subscription products alongside educational, accessibility, and outreach programs. The core offerings include season subscriptions (Abonnement), membership cards (Carte Adhérent), individual tickets (Billets Individuels), and gift cards (Bons Cadeaux), all supported by on-site dining services (Bar/Restaurant). The theater extends its reach through the mobile Camion-Théâtre (Theater Truck) program and the Fonds MIRANDOLINA solidarity initiative for accessible audience engagement. Educational programming includes dedicated Écoles (School Programs) and the Théâtre Amateur (Amateur Theater) troupe. Comprehensive Accessibility Services support diverse audience needs including hearing assistance via ListenWIFI, subtitling, and audio description.

Differentiator

Problem solved

Functional benefit

Brands

• Camion-Théâtre: A mobile theater initiative launched in 2016 that tours performances throughout the Canton of Geneva during the summer season, bringing theater directly to communities.
• Fonds MIRANDOLINA
• L'Aparté

Products and services

• Abonnement (Season Subscription) Season subscription offering priority booking, preferred seating, up to 20% discount on 7+ shows, free first date change, free ticket duplicates, personalized service, and priority access to non-subscription shows for individual theatergoers in the Geneva region.
• Carte Adhérent (Membership Card) Annual flexible membership card enabling subscribers to select shows according to their preferences at reduced rates, with priority booking before individual ticket sales open for individual theatergoers.
• Billets Individuels (Individual Tickets) Individual show tickets sold at standard pricing with discounted categories for seniors (AVS/AI), students, and youth under 25, available via box office, online Themisweb platform, and phone.
• Bons Cadeaux (Gift Cards) Gift vouchers redeemable for show tickets across the season, supporting theater improvements, or purchasing bricks and seats; available online and at the box office.
• Bar / Restaurant On-site dining and bar service operated by Fresya Événementiel (chef Fabrice Broux), offering refined seasonal menus using local products before and after performances.
• Camion-Théâtre (Theater Truck) Mobile theater truck touring performances throughout Geneva canton communes since 2016, bringing theater directly to communities that may not typically attend traditional cultural institutions.
• Fonds MIRANDOLINA Solidarity fund created in 2024 to promote theater access for all audiences, funding mediation activities and developing partnerships with associations through subsidized rates and outreach programs.
• Théâtre Amateur (Amateur Theater Troupe) Annual amateur theater troupe program teaching theater practice from script creation to stage performance under the direction of professional directors Xavier Cavada, Nathalie Cuenet, and Valérie Poirier.
• Écoles (School Programs) Educational programs for secondary school classes including show reservations, pedagogical accompaniment, in-class presentations, theater visits, artist meet-and-greets, and participatory theater workshops at subsidized rates.
• Accessibility Services Comprehensive accessibility services including wheelchair spaces, audio description, French and English subtitles on tablets, ListenWIFI hearing assistance, relaxed performances, babysitting services via Geneva Red Cross, and welcome support for people with mental disabilities.

Quantifiable outcome

• Since 2016, the camion-théâtre has performed in multiple Geneva communes annually, reaching audiences who may not typically attend theater institutions.
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Théâtre du Passage (Neuchâtel)coreStrategic or Co-development Partner · 21 October 2026Regional theater in Neuchâtel; coproduction partner for Dom Juan with director Robert Sandoz. Joint production touring to both venues and regional theaters.
• Yang Hua TheatrecoreStrategic or Co-development PartnerChinese theater production company; coproduction partner for Le Petit Prince (2026), featuring bilingual French-Mandarin cast with musicians from China's independent music scene. Joint artistic project with Jean Bellorini exploring East-West cultural exchange through theater.
• Théâtre National Populaire (France)coreStrategic or Co-development PartnerMajor French national theater (Villeurbanne); coproduction partner for Le Petit Prince and L'Homme qui rit. Provides production resources and touring network across French theater circuit.
• Cinéma BiominorGTM or Marketing PartnerGeneva cinema partnership offering cross-promotional events: joint screenings, artist talks, and retrospectives around the theater's season programming.
• Geneva CamerataminorGTM or Marketing PartnerMusical ensemble partnership for Concert Sauvage series featuring cross-genre performances in the theater's rehearsal space. Tribute to Bob Marley event showcases fusion of classical and popular music.
• Société de LecturecoreStrategic or Co-development PartnerHistoric collaboration with Geneva's literary society dating back decades. Regular lunch meetings (buffet format) featuring artists from current season productions at their Grand'Rue location.
• Fresya ÉvénementielcoreOthersBar and restaurant operator with 40 years experience. Chef Fabrice Broux creates seasonal menus using local products, open before and after performances Tuesday-Sunday.
• Croix Rouge GenevoiseminorGTM or Marketing PartnerBaby-sitting service partnership: Croix Rouge caregivers provide childcare during performances. CHF 45 theater reimbursement for 3 hours; CHF 16/hour recommended rate.
• Maison Rousseau et LittératureminorGTM or Marketing PartnerEducational partnership providing writing workshops for school groups around Le Petit Prince and L'Homme qui rit performances, aligned with curriculum requirements.
• Écoute VoirminorGTM or Marketing PartnerAccessibility organization providing audio description services for blind and visually impaired patrons during select performances.
• Résonance Art AccessibleminorGTM or Marketing PartnerAccessibility organization providing audio description services for select performances including La Ménagerie de verre and L'Homme qui rit.
• Musée d'Art et d'Histoire (MAH)minorGTM or Marketing PartnerThematic visit partnership for Dom Juan featuring cross-disciplinary discussions with museum's cultural mediator around theatrical and visual arts connections.
• Geneva Canton MunicipalitiescoreStrategic or Co-development PartnerPartnership with multiple Geneva communes (Chêne-Bourg, Meinier, Confignon, Chancy, Versoix, Onex, Aire-la-Ville, Anières, Lancy, Bellevue) hosting camion-théâtre outdoor performances since 2016.
• TPG (Transports Publics Genevois)minorGTM or Marketing PartnerPublic transportation partner; theater location accessible via multiple bus lines (11, 21, 22, 23, 41, 42, 44, 45) and tram (12, 18). Mobility comparison tools provided.
• Bibliothèque de la CitéminorGTM or Marketing PartnerLibrary partnership hosting free Sunday artist encounters in flexible spaces around current productions.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Théâtre du Jorat: Regional repertory theater in Mézières (Vaud) operating a similar model of theatrical creation, touring productions, and community programming. Listed as a touring partner of Théâtre de Carouge, making them a natural direct peer in the Romandy theater ecosystem.
• Comédie de Genève: Geneva's flagship French-language theater offering subsidized theatrical productions, contemporary and classical repertoire, and subscription programs. Directly competes with Théâtre de Carouge for Geneva audiences, corporate sponsors, and municipal cultural funding.
• Théâtre Vidy-Lausanne: Lausanne-based theater creation and performance venue under EPFL cultural governance. Comparable repertory programming with international touring, regional Swiss-French audience base, and contemporary theatrical creation focus.
• Théâtre du Passage: Regional theater in Neuchâtel with repertory programming and coproduction partnerships. Active coproduction partner with Théâtre de Carouge (Dom Juan with Robert Sandoz), serving a comparable Swiss-French regional market.

Broad incumbents

• Théâtre National de Nice: Centre Dramatique National in Nice producing contemporary repertoire and coproductions. Identified as a touring venue for Théâtre de Carouge productions, with overlapping national theater funding model and touring circuit.
• Théâtre du Rond-Point Paris: Major Parisian theater hosting contemporary theatrical productions. Listed as a touring venue for Théâtre de Carouge; functions as a prestigious national platform that elevates the brand of regional theaters touring there.
• Comédie de Saint-Étienne: Centre Dramatique National in Saint-Étienne producing contemporary theatrical creation. Listed as a touring partner of Théâtre de Carouge, sharing repertory model and touring circuit economics.
• Théâtre National Populaire (TNP): Major French national theater in Villeurbanne/Lyon, a Centre Dramatique National with much larger production budgets and reach. Coproduction partner with Théâtre de Carouge for Le Petit Prince and L'Homme qui rit, providing prestige and touring access.
• MC2: Maison de la Culture de Grenoble: Scène nationale (state-designated cultural venue) in Grenoble offering multidisciplinary programming including theater. Listed as a touring venue for Théâtre de Carouge productions; represents a larger-format comparable with overlapping touring circuit.

Regional players

• Le Quartz - Brest scène nationale: Scène nationale in Brest, France offering multidisciplinary programming including theater. Listed as a touring venue for Théâtre de Carouge; comparable in scale and mission but geographically distinct from the Romandy market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/theatrecarouge
• YouTubeyoutube.com/channel/UCfeQorS77bYu3l16v7BaIQw
• Facebookfacebook.com/theatredecarouge
• LinkedInlinkedin.com/company/theatre-de-carouge
• Instagraminstagram.com/theatre_decarouge

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Carouge Theater