Maui OnStage at the Historic Iao Theater

What Maui OnStage at the Historic Iao Theater does

Maui OnStage at the Historic Iao Theater is a Hawaii nonprofit community theater operating as Maui Community Theater (legal name) DBA Maui OnStage. The organization traces its origins to the early 1920s as a drama offshoot of the Maui Women's Club and was formally incorporated in 1931; it has occupied the Historic Iao Theater since 1984, following the arson destruction of its previous home. The company stewards a 413-seat Spanish-Mission Revival venue in Wailuku, Maui, opened August 22, 1928, and listed on both the Hawaii (June 1994) and National (February 1995) Registers of Historic Places. It is the only surviving theater from Wailuku's original seven and the 3rd oldest theater in Hawaii state.

Maui OnStage operates three Wailuku locations: the historic Iao Theater at 68 N Market Street (primary performance venue), the OFFstage Studio on Kolu St (opened 2016), and the Education and Youth Program Studio at Queen Ka'ahumanu Center (opened December 2021). Core products include mainstage productions (most recently Footloose, William Shakespeare's Long Lost First Play (abridged), the upcoming 'Come From Away' in summer 2025), youth and teen productions, ONO (One Night Only) original play readings, a year-round education program (Creative Critters, Youth Acting, OnStage Acting, Teen Improv, Broadway Kids, Adult Tap, Adult Acting, Adult Improv), Camp OnStage summer camps, and adult workshops. The business model is a hybrid non-profit structure with five revenue streams: ticket sales through ThunderTix and Ticketmaster, the Sustaining Ohana monthly recurring donation program ($10/$25/$50 tiers), class and workshop fees ($380–$560 per session, $30 drop-in), facility rentals (e.g., David Sedaris, Witch Perfect), and gift certificates. In 2024 it became the first non-professional theater in the country to secure pre-licensing rights for 'Come From Away,' and on July 30, 2021 it produced the first in-person stage production on Maui following the COVID-19 shutdown.

The organization is led by Executive Director Luana Whitford-Mitchell with a staff of 8 and a volunteer Board of Directors (Shane Borge, President; Adi Ell-Ad, Vice President; Kristi Scott, Treasurer; Jacqueline Goring, Secretary; David Negaard, Jason Wulf, Nicole Belknap, Virginia Sandell). Customers are segmented into the general Maui community audience, youth and families (ages 5–18), adult theater enthusiasts, and facility renters. GTM is community-led, relying on email newsletter, the mauionstage.com website, social media, Wailuku First Friday participation, and word-of-mouth. The nonprofit is governed by Maui County ownership of the venue (purchased 1993 for $882,000) and is operationally dependent on volunteer participation.

Name

Maui OnStage at the Historic Iao Theater

Legal name

Maui Community Theater dba Maui OnStage

Website

https://mauionstage.com

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

1–10 employees

Short description

Maui OnStage is a Hawaii nonprofit community theater operating the Historic Iao Theater in Wailuku, Maui, since 1928. It produces mainstage and youth productions, year-round acting classes for ages 5–adult, summer camps, and facility rentals, supported by ticket sales, donations, and tuition.

Ownership category

akta.pro rank

Product category

Community Theater / Performing Arts

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Children’s & Youth Theatre (MPAGABAE)

Keywords

• Community theater productions
• Youth theater education
• Live performing arts
• Historic theater venue
• Theater facility rentals

Headquarters

HQ city

Wailuku

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Ticket Sales: Revenue from live theater performances and productions at the Historic Iao Theater through ThunderTix ticketing platform and Ticketmaster for select events
2. Donations and Sustaining Ohana Program: Recurring monthly donations ($10, $25, $50) and one-time donations supporting productions, building maintenance, and education programs
3. Education and Youth Program: Revenue from theater classes and workshops for ages 5-adult, summer Camp OnStage, and youth/teen productions
4. Facility Rentals: Revenue from renting the Historic Iao Theater to outside organizations for events
5. Gift Certificates: Sale of gift certificates for tickets and donations

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Maui OnStage produces and presents live theatrical productions (plays, musicals, original works) at the 413-seat Historic Iao Theater in Wailuku, Maui, and runs a comprehensive youth and adult theater education program including classes, summer camps, and youth productions. The organization also rents the historic theater to outside presenters and sells gift certificates and recurring donations to support operations.

Product overview

Maui OnStage is a nonprofit performing arts organization operating the Historic Iao Theater venue, presenting mainstage theatrical productions and youth/teen shows, while offering a comprehensive education program with youth and adult classes, Camp OnStage summer program, and ONO (One Night Only) original play events. The organization also operates a Sustaining Ohana monthly giving program, sells gift certificates, and rents the facility to external presenters.

Differentiator

Problem solved

Functional benefit

Products and services

• Mainstage Productions Full-scale theatrical productions and musicals presented at the 413-seat Historic Iao Theater, including shows such as Footloose, William Shakespeare's Long Lost First Play (abridged), and Come From Away. Targeted at the general Maui community audience and visitors.
• Camp OnStage Summer theater camp program for youth held June through July, providing theatrical training and performance opportunities for children and teenagers. Targeted at families with children.
• Youth Theater Classes Semester-long theater classes for youth ages 5-18 including Creative Critters (ages 5-7), Youth Acting (ages 8-11), OnStage Acting (ages 12-18), Teen Improv (ages 13-18), and Broadway Kids (ages 7-12), held at the Queen Ka'ahumanu Center studio. Targeted at parents of children ages 5-18.
• Adult Theater Classes Semester-long theater classes for adults including Adult Tap, Adult Acting, and Adult Improv, held at the Queen Ka'ahumanu Center studio. Targeted at adults interested in theater arts and performance.
• Youth and Teen Productions Productions specifically designed for and performed by youth performers, including titles such as Footloose and The Enchanted Bookshop, with separate fall youth shows. Targeted at families and youth performers.
• Sustaining Ohana Monthly Giving Program Recurring monthly donation program allowing supporters to provide dependable funding through secure credit/debit card payments at tiers of $10, $25, $50 or custom amounts. Targeted at individual donors and community supporters.
• ONO (One Night Only) Events Original play readings and one-night-only theatrical events, often featuring works by local playwright James Nevius, providing performance opportunities for emerging talent. Targeted at the general Maui community audience.
• Gift Certificates Redeemable gift certificates for Maui OnStage productions and programs, available for purchase through the ThunderTix platform. Targeted at general consumers and gift-givers.
• Facility Rentals Rental of the 413-seat Historic Iao Theater venue to external organizations and promoters for their own events and productions (e.g., David Sedaris performances, Witch Perfect). Targeted at external event organizers, promoters, and touring productions.

Quantifiable outcome

• First non-professional theater in the country to secure pre-licensing rights for 'Come From Away'
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• ProArts PlayhousecoreStrategic or Co-development Partner · 1 October 2021MOS collaborated with ProArts Playhouse on a production of 'Clue' in October 2021, representing inter-theater collaboration within the Maui arts community.
• Native IntelligenceminorStrategic or Co-development PartnerMaui OnStage partnered with Native Intelligence to recycle plastic lei boxes, supporting environmental sustainability efforts in the Maui community.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/iao-theater

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Maui OnStage at the Historic Iao Theater