What McCallum Theatre does

McCallum Theatre (legally Friends of the Cultural Center, Inc.) is a 501(c)(3) nonprofit performing arts center headquartered at 73000 Fred Waring Drive, Palm Desert, California, operating continuously since its 1988 opening night gala featuring Bob Hope and Ronald Reagan. The organization presents a year-round season of live performances across Broadway, vocalists, classical music, jazz, dance, comedy, and cabaret in a 1,100-seat venue with state-of-the-art acoustics funded by an original $22 million build and a completed $28 million capital campaign. Its go-to-market is direct-to-consumer: a proprietary online ticketing platform, on-site box office, and phone sales — with third-party resale prohibited — supplemented by tiered annual memberships ranging from Friends Circle ($150/year) to Leadership Circle Diamond ($100,000/year). Ticket prices span $15 (community shows) to $189 (premium cabaret), with a $9 per-ticket handling fee.

Beyond presenting, McCallum runs a substantial education operation (Aesthetic Education Program, Field Trip Series, Palm Desert Choreography Festival, Open Call Talent Project, and the Lucie Arnaz Awards/Jimmy Awards regional), which has served nearly one million students and community members since 1997 across partnerships with three Coachella Valley school districts. Revenue is diversified across ticket sales, 12+ membership and sponsorship tiers (Muses & Patroness Circle alone has raised over $11 million), show sponsorships ($10,000-$75,000), an Annual Gala, government grants from the City of Palm Desert and other municipalities, and foundation grants from W.M. Keck, Anderson Children's Foundation, Berger Foundation, and others. The organization is governed by a Board of Trustees (chaired by Garry Kief since 2023) and currently led by President & CEO Yvonne Bell (appointed 2025), operating with approximately 26 staff and a 175+ volunteer Ambassador usher corps.

Name

McCallum Theatre

Legal name

Friends of the Cultural Center, Inc.

Website

https://mccallumtheatre.org

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

McCallum Theatre is a 501(c)(3) nonprofit performing arts center in Palm Desert, California, presenting a year-round season of live performances across multiple genres in a 1,100-seat venue, supported by ticket sales, tiered memberships, sponsorships, and an Education Department serving Coachella Valley students.

Ownership category

akta.pro rank

Product category

Performing Arts Center

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Theater Companies and Dinner Theaters (71111), Fine Arts Schools (61161)

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), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Theater, Musicals & Performing Arts (THAJAFAB)

Keywords

• Live performing arts
• Arts education programs
• Theatrical productions
• Concert venue operations
• Performing arts center

Headquarters

HQ city

Palm Desert

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for performances across all genres. A $9 per ticket handling fee is applied to all sales. Ticket prices range from $15 (community shows) to $189 (premium cabaret performances).
2. Annual Memberships: Recurring membership revenue with tiers from Friends Circle ($150/year) to President's Circle ($1,000-$10,000/year). Members receive advance ticket buying privileges during Member Appreciation Week.
3. Show Sponsorships: One-time sponsorships ranging from $10,000 to $75,000 per show, providing premium seats, private receptions, and artist meet-and-greets.
4. Annual Gala: Annual fundraising gala featuring star performances (e.g., Idina Menzel in 2026), generating sponsorship and ticket revenue.
5. Dance Visionaries Program: Dance-specific sponsorship program with tiers from $2,500 (Ensemble) to $10,000 (Principal Dancer) annually.
6. Palm Desert Choreography Festival Sponsorships: Event-specific sponsorships ranging from $250 to $15,000 for the annual dance festival.
7. Open Call Talent Project Sponsorships: Sponsorships from $1,000 to $50,000 supporting local talent showcase events.
8. Education Program Funding: Program-specific funding starting at $5,000 for teaching artists, productions, and professional development.
9. Muses & Patroness Circle Memberships: Women's support organization memberships at $500 (Muses), $1,250 (Patroness Circle), and $3,000 (Patroness Silver) annually, with over $11 million raised to date.
10. Leadership Circle Memberships: Major donor program at $25,000 (Platinum), $50,000 (Titanium), and $100,000 (Diamond) levels per fiscal year.
11. Founders & Benefactors Circle: Lifetime giving recognition starting at $75,000 cumulative, with pledge options of $15,000/year for five years.
12. Government & Foundation Grants: Support from government partners (cities) and foundations including W.M. Keck Foundation, Anderson Children's Foundation, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

McCallum Theatre is a nonprofit performing arts center that presents live entertainment across multiple genres including Broadway productions, vocalists, classical music, dance, jazz, comedy, and cabaret acts. The venue operates a 1,100-seat theatre with world-class acoustics and state-of-the-art equipment, complemented by an arts education department serving K-12 students and educators through programs such as the Aesthetic Education Program and the Field Trip Series. The theatre also runs specialized branded programs including the Palm Desert Choreography Festival, Open Call Talent Project, Lucie Arnaz Awards, McCallum Jazz Experience, and Veterans Eve Celebration.

Product overview

McCallum Theatre is a nonprofit performing arts center offering a unified portfolio of live entertainment and arts education. The core offering centers on presenting diverse live performances across multiple genres (Broadway, concerts, dance, comedy, jazz, classical, cabaret), supported by ticketing and venue rental services. The theatre also operates several branded sub-programs including the Palm Desert Choreography Festival, Open Call Talent Project, Lucie Arnaz Awards, McCallum Jazz Experience, and Veterans Eve Celebration, all of which extend the brand into specialized cultural programming. Education programs (Aesthetic Education Program, Field Trip Series) complement the entertainment offerings by providing curriculum-aligned arts experiences for students.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Performances and Shows Year-round presenting of live entertainment including Broadway productions, concert performances, vocalists, classical music, jazz, dance, comedy, and cabaret acts for residents of and visitors to the Coachella Valley.
• Arts Education Programs Comprehensive arts education including the Aesthetic Education Program (curriculum-aligned arts instruction with partner schools) and the Field Trip Series (student workshop experiences), serving K-12 students and educators across the Coachella Valley.
• Palm Desert Choreography Festival Annual dance competition and festival showcasing emerging and professional choreographers with cash awards and presentation opportunities at McCallum Theatre.
• Open Call Talent Project Local talent competition and showcase providing opportunities for aspiring performers in the Coachella Valley region.
• Lucie Arnaz Awards

Quantifiable outcome

• Nearly 1 million students, educators, and community members served through education programs since 1997
• +4 more outcomes

Named customers10 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

Feature1 record

Partnerships

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

• Pacific Jazz OrchestraflagshipStrategic or Co-development Partner · 1 January 2026Key artistic partner for inaugural McCallum Jazz Experience featuring David Benoit and the Pacific Jazz Orchestra Quartet. Partnership showcases world-class jazz performances at McCallum Theatre.
• Lincoln Center InstitutecoreStrategic or Co-development Partner · 1 January 1998Historical partnership that led to the establishment of the Aesthetic Education Program in 1998, adapting Lincoln Center's inquiry-based arts education approach
• Palm Springs Friends of PhilharmoniccoreOthersInstitutional partner presenting major orchestral performances at McCallum including National Symphony Orchestra of Ukraine, San Diego Symphony, Minnesota Orchestra, Pacific Symphony, London Symphony Orchestra, Academy of St Martin in the Fields, Los Angeles Philharmonic, and San Francisco Symphony
• College of the DesertcoreStrategic or Co-development PartnerEducational institution partner hosting McCallum Theatre on campus. Dance under the Stars Choreography Festival was originally a joint effort between College of the Desert and City of Palm Desert. Teaching artist faculty member Shea New is a College of the Desert professor.
• Broadway LeaguecoreStrategic or Co-development PartnerMcCallum Theatre is a member of the Broadway League and serves as host venue for the Lucie Arnaz Awards, a regional competition for the National High School Musical Theatre Awards (Jimmy Awards)
• BIGHORN CaresminorOthersInstitutional partner providing community support
• Burrtec Waste and Recycling ServicesminorOthersInstitutional partner supporting McCallum Theatre operations
• Tower Energy Group, IncminorOthersInstitutional partner and corporate sponsor
• Uhlmann Price SecuritiesminorOthersInstitutional partner and corporate sponsor

Scale indicators9 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Center Theatre Group: Los Angeles-based nonprofit operating the Ahmanson Theatre, Mark Taper Forum, and Kirk Douglas Theatre. Directly comparable as a California presenting-theater nonprofit programming Broadway and curated live performance seasons.
• Pasadena Playhouse: Historic California theater presenting productions and educational programming, supported by donor contributions. Comparable in scale, presenting model, and reliance on a multi-tiered donor/membership base.
• The Smith Center for the Performing Arts: A nonprofit performing arts complex in Las Vegas hosting Broadway tours, symphony, jazz, and education programming. Closely comparable in mission, regional presenting model, and education/outreach emphasis.
• Segerstrom Center for the Arts: A nonprofit regional presenting arts center in Costa Mesa, CA that programs Broadway tours, concerts, dance, and family programming across multiple venues. Comparable to McCallum in scale, presenting model, and reliance on donations/memberships alongside ticket revenue.
• La Jolla Playhouse: Tony Award-winning regional theater in San Diego County producing and presenting theatrical works with significant education and new-work development programs. Comparable California nonprofit theater with similar donor-driven economics.
• Dolby Theatre: Hollywood landmark venue hosting Broadway productions, concerts, and special events. Comparable in scale and presenting model as a California large-seat theater presenting Broadway and headliner programming.
• Hollywood Pantages Theatre: Historic Los Angeles Broadway touring venue presenting first-run Broadway productions. Comparable as a large-seat-capacity West Coast venue presenting similar touring Broadway and concert programming to McCallum.

Broad incumbents

• Carnegie Hall: Iconic nonprofit presenting venue in New York with extensive music-education and donor programs. Comparable in the presenting-arts-center plus education model, but at national-cultural-institution scale rather than a regional presenter.
• Lincoln Center for the Performing Arts: The preeminent U.S. presenting complex for performing arts, hosting multiple resident companies and education programs. Shares the nonprofit presenting-and-education model with McCallum but operates at national scale and scope far beyond any single regional venue.
• The John F. Kennedy Center for the Performing Arts: National performing arts center with multi-venue programming, education initiatives, and major institutional partnerships. Comparable in the nonprofit presenting-plus-education mission, though operating at vastly larger national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mccallumtheatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 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 McCallum Theatre