Palace Theater

What Palace Theater does

The Palace Theatre is a historic Broadway venue located at 160 W 47th Street in New York City's Theatre District, operating continuously since 1913. Originally the preeminent vaudeville house in the United States, the theatre was acquired by James M. Nederlander in 1965 and converted into a legitimate Broadway venue, opening with Sweet Charity in 1966. Today it operates with 1,648 seats as one of nine theatres under The Nederlander Organization and is co-owned by Stewart F. Lane. The venue presents long-running and new Broadway productions, with "The Lost Boys" as its current resident show.

The theatre sells tickets directly to consumers via the Broadway Direct online platform, its on-site box office, and a dedicated group sales team serving parties of 10 or more (school trips, tour groups, corporate events). Revenue is generated through transaction-based ticket sales, two concession bars (main lobby and mezzanine), and ancillary partnerships. Accessibility is delivered through GalaPro mobile captioning, I-Caption hand-held devices, assisted-listening headsets, wheelchair seating, and service-animal accommodation, broadening the addressable audience to patrons with disabilities.

The business operates as a private, family-controlled asset with no disclosed funding rounds, institutional investors, or public listing. Strategic partners include The Nederlander Organization (ownership/operations), Audience Rewards (loyalty), SpotHero (parking), and Capital One (cardholder seating access). The business model is fundamentally tied to the commercial success of its resident productions; historical benchmarks include Beauty and the Beast (2,250 performances, longest-running show) and La Cage aux Folles (1,761 performances, six Tony Awards).

Name

Palace Theater

Legal name

Palace Theatre

Website

https://palacetheatreonbroadway.com

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

11–50 employees

Short description

The Palace Theatre is a historic 1,648-seat Broadway venue in NYC's Theatre District, owned by The Nederlander Organization and Stewart F. Lane. It sells tickets directly to individual theatregoers, tourists, and groups, and runs accessibility services and concessions alongside current Broadway productions.

Ownership category

akta.pro rank

Product category

Live Theatre / Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Broadway & Commercial Theatre Productions (MPAGABAA)

akta.pro secondary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

Keywords

• Live theatre performances
• Broadway show tickets
• Theatrical entertainment
• Group ticket bookings
• Accessibility services

Headquarters

HQ city

New York

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

Revenue model

1. Ticket Sales: The primary revenue stream for the Palace Theatre comes from Broadway show ticket sales. Tickets are sold through the Broadway Direct online platform as the official ticket seller, and directly at the Palace Theatre box office. Revenue is transaction-based, with prices varying by show and seat location.
2. Concessions: Revenue generated from two bars located in the main lobby and mezzanine level, selling alcoholic and nonalcoholic beverages as well as snacks. Bars operate 30 minutes prior to performances and at intermission.
3. Group Bookings: Dedicated group sales service for parties of 10 or more, including school trips, tour groups, and special events. Bookings available online or by phone.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Palace Theatre is a 1,648-seat Broadway venue that hosts live theatrical productions and sells tickets directly to patrons through its box office and the Broadway Direct online platform as the official ticket seller. The current production is the musical "The Lost Boys." Additional offerings include concession bars on the lobby and mezzanine levels and a dedicated group ticket service for parties of 10 or more (school trips, tour groups, special events).

Product overview

Palace Theatre is a historic Broadway venue offering live theatrical performances and ticket sales services. The primary product is theatrical productions/musicals, with The Lost Boys being the current show at this venue. Ticket sales are facilitated through the Broadway Direct platform, which serves as the official ticket seller. The venue operates as part of The Nederlander Organization and co-owns the space with Stewart F. Lane.

Differentiator

Problem solved

Functional benefit

Products and services

• The Lost Boys (A New Musical) A new Broadway musical currently playing at the Palace Theatre, targeting individual theatregoers, tourists, and group bookings seeking live Broadway entertainment in NYC.
• Group Ticket Bookings (10+) Dedicated group booking service for parties of 10 or more, serving schools on field trips, tour groups, and organizers of special events attending Broadway shows at the Palace Theatre. Flexible booking options are available.
• Concession Bar Service Two on-site bars (main lobby and mezzanine level) serving alcoholic and nonalcoholic beverages and snacks to theatre patrons, operating 30 minutes prior to performances and at intermission.

Quantifiable outcome

• Beauty and the Beast ran for 2,250 performances
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• The Nederlander OrganizationcoreOthersThe Palace Theatre is one of The Nederlander Organization's nine Broadway theatres. The organization owns and operates the venue, providing theatre management, operations support, and brand affiliation. The theatre is co-owned with Stewart F. Lane.
• Audience RewardsminorGTM or Marketing PartnerAudience Rewards is featured as a partner on the Palace Theatre website, providing loyalty rewards and incentives for theatre patrons.
• SpotHerominorGTM or Marketing PartnerBroadway Direct has partnered with SpotHero to provide guests with convenient and affordable parking reservations ahead of shows at the Palace Theatre.
• Capital OneminorGTM or Marketing PartnerCapital One is listed as an Official Partner providing exclusive seating options for Broadway shows at the Palace Theatre.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Shubert Organization: The largest Broadway theatre operator (~17 houses including the Booth, Broadhurst, and Shubert); competes with Nederlander for top-tier productions and offers highly comparable venue operations.
• Jujamcyn Theaters: Operates five Broadway theatres (e.g., St. James, August Wilson, Al Hirschfeld); comparable mid-tier operator competing for the same producers and productions as the Palace.

Direct peers

• Richard Rodgers Theatre: Nederlander Broadway house currently home to Hamilton; comparable in size (~1,319 seats) and operates under identical Broadway Direct ticketing and concession model.
• James Earl Jones Theatre: Recently renamed Nederlander Broadway theatre (~1,078 seats); same operator, comparable Broadway ticketing and accessibility infrastructure as the Palace.
• Minskoff Theatre: Also a Nederlander Organization Broadway theatre in NYC's Theatre District with ~1,710 seats; same ownership structure, distribution via Broadway Direct, and similar show-economics profile as the Palace Theatre.
• Gershwin Theatre: The largest Broadway theatre (~1,933 seats), also operated by The Nederlander Organization and sold through Broadway Direct—directly comparable in operating model, scale, and show selection to the Palace.
• Lunt-Fontanne Theatre: Another Nederlander Broadway theatre that inherited Beauty and the Beast from the Palace; comparable in seat count (~1,505) and same ownership/marketing infrastructure.

Others

• Disney Theatrical Productions: Producer of long-running Palace hits like Beauty and the Beast and Aida; while not a venue operator, Disney is a key tenant/producer shaping Palace's show pipeline.

Regional players

• Roundabout Theatre Company: Operates multiple NYC venues (Studio 54, American Airlines Theatre, Stephen Sondheim) and produces Broadway shows; comparable theatre operator and producer, though focused on classic revivals.
• Lincoln Center Theater: Operates the Vivian Beaumont Theater and other NYC venues producing Broadway-adjacent work; comparable in scale and prestige but not-for-profit and geographically separate from the Theatre District.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BroadwayDirect
• Facebookfacebook.com/BroadwayDirect
• Instagraminstagram.com/broadwaydirect
• LinkedInlinkedin.com/company/palace-theater

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Palace Theater