Illusion Theater
Illusion Theater is a Minneapolis-based 501(c)(3) nonprofit founded in 1974 that produces original socially-engaged theater, a new-play series, holiday shows, free outdoor programming, and a nationally licensed peer education program serving Twin Cities audiences, schools, and community organizations.
- Company typePrivate
- Founded1974
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Illusion Theater does
Illusion Theater, founded in May 1974 in Minneapolis, is a 501(c)(3) nonprofit performing arts organization that produces original theatrical work addressing social issues. It is led by founding Co-Producing Directors Bonnie Morris (Producing Director) and Michael Robins (Executive Producing Director) and operates a core portfolio consisting of the Main Stage Season at the Center for Performing Arts, the Fresh Ink Series (a new-play development platform operating since 1987), the annual Miss Richfield 1981 holiday shows, the Live at Lyndale Gardens outdoor summer series in Richfield, and theater-based education programs including Peer Education/Project TRUST, KEEPIN' IT REAL, ILLUSION Residence, and Touch for the 21st Century. The company relocated in 2021 from its 40-year home at the downtown Cowles Center to a new anchor-tenant position at the Center for Performing Arts in south Minneapolis (3754 Pleasant Avenue South) in a facility purpose-built for post-COVID operations. Over its 50+ year history the organization has produced more than 500 plays and is the originator of Touch (1977) and the Peer Education licensing model, which has placed 8 licensed scripts in 25+ communities across 10 states since 1981.
The underlying craft is ensemble-based physical theater and collaborative playwright development, with works historically developed at the Sundance Institute and Kennedy Center; signature pieces have included Miss Evers' Boys (1992 Pulitzer Prize runner-up; most-produced play in America in 1992), Orlando, Touch, Like Waters Rolling Down, and many others. Customer segments include Twin Cities general theater audiences, school and university licensees/tour hosts across 10 states, faith organizations, corporate diversity-training clients, and community groups served through free outdoor programming. The revenue model is diversified across earned and contributed income: ticket sales through a pay-what-you-can sliding scale (starting at $15 with a $35 recommended full price; $5 minimum for Fresh Ink Name-Your-Price; $45/$75 for Miss Richfield 1981), education program delivery, Peer Education script licensing and royalties, individual/corporate/foundation donations and grants, and special event revenue. Distribution is primarily direct-to-consumer through the owned CFPA theater, regional touring, a programmed outdoor amphitheater, and virtual/streaming.
Illusion Theater firmographics
Firmographics- Name
- Illusion Theater
- Legal name
- Illusion Theater
- Website
- https://illusiontheater.org
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Illusion Theater is a Minneapolis-based 501(c)(3) nonprofit founded in 1974 that produces original socially-engaged theater, a new-play series, holiday shows, free outdoor programming, and a nationally licensed peer education program serving Twin Cities audiences, schools, and community organizations.
- Ownership category
- akta.pro rank
Illusion Theater industry classification
Industry- Product category
- Performing Arts
- NAICS
- Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Fringe & Experimental Performing Arts (MPAGABAI)
- akta.pro secondary industries
- Theater, Musicals & Performing Arts (THAJAFAB), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG)
Keywords
Where Illusion Theater is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Illusion Theater business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Ticket Sales: Primary revenue from main stage productions, Fresh Ink Series, and special performances through pay-what-you-can sliding scale model starting at $15
- Education Programs: Revenue from educational programming including school tours, workshops, and the Peer Education licensing model
- Licensing androyalties: Licensing fees for Peer Education scripts to schools, colleges, and community organizations who train peer educators to perform plays
- Donations and Fundraising: Individual donations, corporate sponsorships, and foundation grants supporting operations and specific programs
- Special Events: Revenue from special presentations including Miss Richfield 1981 holiday shows and VIP ticket experiences
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay-What-You-Can General Admission |
| Subscription | Multi-year contract | Miss Richfield 1981 Holiday Show |
| Usage-based | Pay-as-you-go | Fresh Ink Series |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Illusion Theater product offering
Product offeringCore offering
Illusion Theater is a nonprofit performing arts organization that creates, produces, and presents original theatrical productions addressing personal and social issues through ensemble-based physical theater. The organization operates a Main Stage Season at the Center for Performing Arts in Minneapolis, the Fresh Ink Series for new play development, the annual Miss Richfield 1981 holiday shows, free outdoor performances at Live at Lyndale Gardens, and a portfolio of Education Programs that license Peer Education scripts to schools and communities nationally.
Product overview
Illusion Theater is a performing arts organization founded in 1974 that operates as a single unified offering centered on creating illuminating theater that catalyzes personal and social change. The organization's core portfolio consists of its Main Stage Season featuring original productions and new works by living artists, the Fresh Ink Series (a new work development program established in 1987 providing writers with workshop and performance opportunities), Miss Richfield 1981 annual holiday shows featuring interactive drag performances, and Live at Lyndale Gardens (a free outdoor summer performance series). The theater also operates Education Programs including KEEPIN' IT REAL, Peer Education - Project TRUST, ILLUSION Residence, and Touch For the 21st Century, which use theater as a medium for social issue messaging. Pay-What-You-Can ticketing supports accessibility. Performances are held primarily at the Center for Performing Arts in South Minneapolis, with outdoor performances at Lyndale Gardens in Richfield.
Differentiator
Problem solved
Functional benefit
Brands
- Fresh Ink Series: New work development series that began in 1987, allowing writers to explore new areas by giving them a platform and resources to develop new work in workshop settings
- Peer Education Program
- LIVE at Lyndale Gardens
- Miss Richfield 1981
Products and services
- Main Stage Season The primary theatrical performance season featuring original productions and new works by living artists that address personal and social issues; performed at the Center for Performing Arts in Minneapolis for general adult audiences and regional theatergoers.
- Fresh Ink Series A new work development program that allows writers to explore new areas by providing them with a platform and resources to develop new plays in workshop settings before sharing with audiences; offered to playwrights and theater audiences.
- Miss Richfield 1981 Holiday Shows Annual holiday performance program featuring the character Miss Richfield 1981, an irreverent drag persona created by Russ King, celebrated for non-binary humor and interactive entertainment; targeted at general audiences seeking holiday entertainment.
- Live at Lyndale Gardens Free outdoor summer performance series presented at the Amphitheater at Lyndale Gardens in Richfield, MN, featuring local and regional performing artists; targeted at community members and families seeking accessible cultural programming.
- Education Programs Theater-based educational programming including KEEPIN' IT REAL, Peer Education - Project TRUST, ILLUSION Residence, and Touch For the 21st Century, designed to address social issues for youth and communities; targeted at schools, youth, and community organizations seeking prevention education and arts enrichment.
- Peer Education Script Licensing Licensing of eight theatrical prevention-education scripts (including Touch) to schools, colleges, and community organizations that train peer educators to perform the plays; targeted at educational institutions and community organizations seeking prevention education on topics such as sexual abuse, HIV/AIDS, eating disorders, and tobacco.
Quantifiable outcome
- Over 150 sites reached nationally with single production (Amazing Grace)
- +3 more outcomes
Companies that use Illusion Theater
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Illusion Theater technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Illusion Theater partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- Minnesota Brain Injury AllianceminorPartnered for A Play by Barb and Carl production. Alliance provided resources for all people affected by brain injury and stroke, had representatives in lobby at every performance, distributed materials, and participated in post-show discussions.
- Minnesota Stroke AssociationminorPartnered for A Play by Barb and Carl production to provide resources and support for stroke survivors and families attending the performances.
- Center for Performing ArtscoreILLUSION is anchor tenant at CFPA's new multi-use neighborhood arts development. CFPA staff books and manages the facility while ILLUSION focuses on mission of creating new work that catalyzes change. The partnership allows ILLUSION to integrate mission into changing times while benefiting from state-of-the-art theater built to post-COVID needs.
- Cornerstone GroupminorCo-sponsor of Live at Lyndale Gardens outdoor summer series at Amphitheater at Lyndale Gardens in Richfield. Cornerstone Group invited Illusion to program the Amphitheater starting in March 2021.
- Black Table ArtsminorPartnership for Serving Black Futures: Loving Black Artists poetry event. Black Table Arts raises volume in black life through arts to uplift black lives in Minnesota. Keno Evol of Black Table Arts hosted the evening featuring Black poets.
- Minnesota Peacebuilding Leadership InstituteminorPartnered for Five Minutes of Heaven production about violence and reconciliation in Northern Ireland. Institute teaches building peace and restorative justice alternatives to revenge.
- The Hypernovas (Jules Dameron and Joshua Castille)minorDeaf, Queer owned and operated production company led by Jules Dameron and Joshua Castille developing What is Emily Drawing? in Fresh Ink Series about language deprivation in Deaf and Hard of Hearing children.
- MN State Arts BoardminorFunded Live at Lyndale Gardens programming through Operating Support Grant from Minnesota State Arts Board thanks to legislative appropriation through arts and cultural heritage fund.
- MICAH (Metropolitan Interfaith Council on Affordable Housing)minorCreated Like Waters Rolling Down musical about justice in housing at MICAH's request. Performed in 14 faith communities across Minnesota.
- Target Inc. (Dayton Hudson Corporation)minorTarget asked ILLUSION to develop Family musical to celebrate spirit of family as they expanded into new markets. Play toured from 1986-1995.
- WCCO TelevisionminorDeveloped Project Abuse news and public affairs programming with local CBS affiliate including two weeks of nightly news coverage on child sexual abuse prevention. Won Regional Emmy.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
Illusion Theater competitors and assessment
Company assessmentDirect peers
- New Conservatory Theatre Center: San Francisco-based nonprofit theater producing original works and educational programming with emphasis on diverse voices and community engagement. Comparable in nonprofit structure, original work focus, and education/community programming.
- Penumbra Theatre Company: St. Paul-based nonprofit theater with a strong social-justice and equity mission, producing original works and educational programming. Comparable in regional nonprofit status, focus on community-impact storytelling, and education outreach.
- Mixed Blood Theatre: Minneapolis-based nonprofit theater company with a mission centered on social justice, multiracial casting, and community engagement. Highly comparable to Illusion in mission, regional scope, nonprofit structure, and pay-what-you-can programming philosophy.
- Jungle Theater: Twin Cities nonprofit theater producing intimate productions in a small venue. Directly comparable in size, regional market, nonprofit structure, and intimate black-box theater model.
- InterAct Theatre Company: Philadelphia-based nonprofit theater company dedicated to producing new plays that explore contemporary social and political issues. Comparable in mission to catalyze social change through original theatrical work and educational programming.
- Children's Theatre Company: Minneapolis-based Tony Award-winning nonprofit theater focused on youth and family programming with strong educational outreach. Comparable as a Minneapolis nonprofit theater with significant education programming and national reputation.
- Ten Thousand Things Theater: Minneapolis-based nonprofit theater that tours free performances to underserved communities including prisons, shelters, and rural areas. Highly comparable in mission-driven outreach, pay-what-you-can/free programming, and educational/social-issue focus.
Broad incumbents
- Arena Stage: Washington, D.C.-based nonprofit regional theater producing new works and socially relevant programming. Comparable as a mission-driven regional theater emphasizing original American plays, but operating at significantly larger scale.
- Steppenwolf Theatre Company: Chicago-based regional theater powerhouse known for developing new works and ensemble-based production. Comparable as a mission-driven nonprofit regional theater producing original socially relevant work, but operating at significantly larger scale and broader geographic reach.
- Guthrie Theater: Major regional theater also based in Minneapolis with which Illusion's founders have historical ties. While much larger and more established, it operates in the same Twin Cities market and shares overlap in original work development and educational programming.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Illusion Theater social profiles
Digital presenceIllusion Theater financial estimates
Financial estimateRevenue estimate
Valuation estimate
Illusion Theater leadership team
Management profileNumber of profiles
Profiles7 records
Illusion Theater funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Illusion Theater 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 Illusion Theater
What does Illusion Theater do?
Illusion Theater is a nonprofit performing arts organization that creates, produces, and presents original theatrical productions addressing personal and social issues through ensemble-based physical theater. The organization operates a Main Stage Season at the Center for Performing Arts in Minneapolis, the Fresh Ink Series for new play development, the annual Miss Richfield 1981 holiday shows, free outdoor performances at Live at Lyndale Gardens, and a portfolio of Education Programs that license Peer Education scripts to schools and communities nationally.
Is Illusion Theater a public or private company?
Illusion Theater is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Illusion Theater founded?
Illusion Theater was founded in 1974. It employs 11 to 50 people.
Where is Illusion Theater based?
Illusion Theater is headquartered in Minneapolis, United States, in the North America region.
How does Illusion Theater make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are education Programs, licensing androyalties, donations and Fundraising and special Events.
Who are Illusion Theater's main competitors?
Direct peers on record are New Conservatory Theatre Center, Penumbra Theatre Company, Mixed Blood Theatre, Jungle Theater, InterAct Theatre Company, Children's Theatre Company and Ten Thousand Things Theater. Broad incumbents are Arena Stage, Steppenwolf Theatre Company and Guthrie Theater.
Does Illusion Theater have an API?
No public API is recorded for Illusion Theater.
What industry is Illusion Theater in?
Illusion Theater's product category is Performing Arts. Its primary akta.pro industry code is MPAGABAI, Fringe & Experimental Performing Arts, with a secondary code of THAJAFAB, Theater, Musicals & Performing Arts. Its NAICS code is 711110 and its SIC code is 7990.