TAG - Theater an der Gumpendorfer Strasse

What TAG - Theater an der Gumpendorfer Strasse does

TAG - Theater an der Gumpendorfer Strasse was a Viennese Sprechtheater (speech theater) venue operating from 2005 to April 2025. Founded by seven theater makers from the Vienna independent scene, with Gernot Plass (artistic director) and Ferdinand Urbach (commercial director) as the long-tenured co-leaders, TAG operated as one of Vienna's few Ensemblehäuser — a middle-sized stage (Mittelbühne) built around a permanent acting ensemble that developed and premiered contemporary reinterpretations of classical material in a seasonal repertoire model. The core product was live theater: world premieres by in-house theater makers who served as both authors and directors, alongside a flagship improvisational comedy format (SPORT VOR ORT) and a poetry slam (TAGebuch Slam).

The business model combined seasonal ticket sales with public-sector arts funding. TAG - Theater an der Gumpendorfer Strasse GmbH was wholly owned by Theaterverein Wien (Theater Association Vienna), a nonprofit, and received project support from the Austrian Federal Ministry for Arts, Culture, Civil Service and Sport (BMKÖS), including funding for a 2024 documentary film ("Sie geben jetzt alles.") about the final ensemble. Distribution was regional (Vienna audiences) with occasional international guest performances, culminating in an invitation to the ARANYA THEATER FESTIVAL in China in June 2025.

In February 2024, Theaterverein Wien opened both leadership positions for the 2025/26 season. Sara Ostertag was appointed artistic director (June 2024) and Claire Granier Blaschke commercial director (July 2024). TAG's final production, LEAR by Gernot Plass, premiered January 24, 2025 and had its Derniere on April 5, 2025. The original entity ceased operations; the venue was transferred to the new management team, operating as TEATA (www.teata.at) from July 2025, while SPORT VOR ORT moved to STADSSAAL and TAGebuch Slam moved to RABENHOF THEATER.

Name

TAG - Theater an der Gumpendorfer Strasse

Legal name

TAG - Theater an der Gumpendorfer Straße GmbH

Website

https://dastag.at

Company type

Private

Founded year

2005

Operating status

Closed

Headcount range

1–10 employees

Short description

TAG - Theater an der Gumpendorfer Strasse was a Vienna-based Sprechtheater venue (2005-2025) operated as a permanent ensemble house by Theaterverein Wien. It produced contemporary reinterpretations of classical works for general Vienna theater audiences, ceased operations in April 2025, and transferred its venue to successor management as TEATA.

Ownership category

akta.pro rank

Product category

Performing Arts / Theater

NAICS

Theater Companies and Dinner Theaters (711110), Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

Keywords

• Contemporary speech theater
• Ensemble theater productions
• Live stage performances
• Repertoire theater productions
• Classical reinterpretation theater

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels4 records

Marketing channels5 records

Core offering

TAG was a Viennese speech theater (Sprechtheater) venue that developed, produced, and premiered contemporary theater productions in a seasonal repertoire operation using a permanent acting ensemble. Over 20 years (2005-2025), it staged world premieres created by theater makers who served as both authors and directors, alongside contemporary reinterpretations of classical materials.

Product overview

TAG - Theater an der Gumpendorfer Strasse was a speaking theater (Sprechtheater) venue in Vienna, Austria, operating from 2005 to 2025. It was an ensemble theater house that developed contemporary theater productions in seasonal repertoire operation. The theater featured a fixed acting ensemble and focused on contemporary reinterpretations of classical material, premiering works created by in-house theater makers. The TAG (Theater an der Gumpendorfer Straße) operated for 20 years until April 2025, when leadership transitioned to new management under TEATA. Two of its formats survived the closure: SPORT VOR ORT (improvisational comedy show) and TAGebuch Slam (poetry slam).

Differentiator

Problem solved

Functional benefit

Brands

• SPORT VOR ORT: Legendary improvisational comedy show of Vienna that survived the TAG closure and moved to STADTSAAL.
• TAGebuch Slam

Products and services

• TAG - Theater an der Gumpendorfer Strasse (Theater Productions) A speech theater (Sprechtheater) venue in Vienna that developed, produced, and premiered contemporary theater productions in seasonal repertoire operation with a fixed acting ensemble. Operated from 2005 to 2025; targeted the Vienna theater-going public.
• SPORT VOR ORT

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor, core and flagship.

• STADTSAALminorStrategic or Co-development Partner · 1 July 2025Following TAG's closure, SPORT VOR ORT (Vienna's legendary improv-comedy show) moved to STADTSAAL venue for continued performances.
• RABENHOF THEATERminorStrategic or Co-development Partner · 1 July 2025Following TAG's closure, TAGebuch Slam was relocated to RABENHOF THEATER for continued performances.
• Theaterverein WiencoreOthers · 1 June 2025Theaterverein Wien is the sole owner of TAG - Theater an der Gumpendorfer Straße GmbH. The association decided in February 2024 to re-advertise both leadership positions (artistic and commercial management) starting from the 2025/26 season. Sara Ostertag was appointed as new artistic director and Claire Granier Blaschke as new commercial director, with the theater continuing at the same location under new management (TEATA).
• ARANYA THEATER FESTIVAL (China)flagshipStrategic or Co-development Partner · 1 June 2025TAG's final production ODYSSEE - Eine Heimkehr was invited to the prestigious ARANYA THEATER FESTIVAL in China in June 2025. This international invitation served as the theater's last international guest performance before closure. Valentina Waldner and Markus Hamele joined the ensemble for this guest performance.
• gruppe 80 (predecessor theater)minorOthersBefore TAG existed, the location housed 'gruppe 80' from 1983 to 2005, a speech theater house emerging from Vienna's independent scene with a focus on Austrian drama of the 19th and 20th centuries.

Scale indicators3 records

Recent moves8 records

Expansion highlights3 records

Broad incumbents

• Berliner Ensemble: Legendary German-language ensemble theater with a permanent troupe; shares the ensemble-house DNA but operates at a larger and more international scale.
• Burgtheater: Austria's flagship Sprechtheater with a permanent ensemble; broadly comparable in repertoire but operates at a larger scale and broader remit than TAG.

Direct peers

• Münchner Kammerspiele: German-language mid-size theater renowned for contemporary ensemble productions and auteur-driven programming, the standard-bearer Mittebühnen model TAG emulated.
• Theater in der Josefstadt: Historic Viennese theater with a permanent ensemble and classical-contemporary repertoire; comparable script-led programming and venue economics.
• Schauspielhaus Wien: Vienna's primary Sprechtheater producing contemporary ensemble work; the closest direct peer to TAG in both city and repertory model.
• Volkstheater Wien: A Vienna-based Mittelbühne with a permanent ensemble and contemporary repertoire approach, directly comparable in scale and positioning to TAG.
• Thalia Theater Hamburg: Leading German-language Sprechtheater known for contemporary reinterpretations and high-profile ensemble work, highly comparable in artistic positioning.

Regional players

• Schauspiel Köln: Large German municipal theater with a permanent ensemble and contemporary programming; comparable in repertory mechanics though geographically outside the DACH-Austrian core.
• Theater Basel: Swiss-German tri-sparten theater with ensemble-driven contemporary work; comparable in scale and repertoire breadth though operating in a different city ecosystem.

Emerging players

• Theater Nestroyhof: Smaller Vienna-based independent theater with a contemporary Sprechtheater focus; a closer scale match to TAG in the same city but with fewer resources and shorter track record.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/TAGtheater
• LinkedInlinkedin.com/company/tag---theater-an-der-gumpendorfer-strasse

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 TAG - Theater an der Gumpendorfer Strasse