SPARC

What SPARC does

SPARC (Shakespeare & Performing Arts Regional Company), legally Shakespeare's Associates, Inc., is a 501(c)(3) nonprofit professional theater company founded in 2002 in Livermore, California and incorporated as a nonprofit in 2006. The company produces live theatrical performances and education programs across the Tri-Valley and broader East Bay region, anchored by its flagship Shakespeare in the Vineyard outdoor summer series (currently at Darcie Kent Vineyards, with prior runs at Concannon, Retzlaff, and Wente vineyards) that draws over 5,500 attendees annually. Secondary programming includes the year-round Get Out of the House staged reading series, the Science@Play annual reading series featuring BIPOC playwrights exploring scientific themes, and an expanding portfolio of education programs (So Wise So Young in-school literacy reaching every 2nd-grade classroom in the Livermore Valley Joint Unified School District, summer theater camps, a high school Shakespeare intensive, and adult workshops).

The company operates from a single headquarters at 2172 Railroad Avenue in downtown Livermore, comprising a 50-seat studio/rehearsal space, costume/props storage, and set shop; it partners for distribution with Bankhead Theater, Village Theatre & Art Gallery in Danville (added in 2024), and Front Row Theater in San Ramon. The business model blends earned revenue (ticket sales at roughly $25-$35 per reading and per Shakespeare in the Vineyard ticket, summer camp tuition of $462-$524, and studio rentals at $35-$45/hour) with contributed revenue: a membership/donation program with eight tiers ranging from Falstaff's Fan Club at $100 up to All Muses at $20,000+, corporate sponsorships (Fremont Bank, Clorox, Lawrence Livermore National Laboratory), and grants from the Theater League, California Arts Council, City of Livermore, Livermore Lab Foundation, and the TriValley NonProfit Alliance.

The company is led by founder/Executive Artistic Director Lisa A. Tromovitch with four year-round staff and roughly 18 seasonal/intern personnel; it claims an annual operating budget under $1 million, with 86.5% of revenue consumed by payroll on a three-year average. Recent strategic activity has focused on geographic expansion (Danville partnership in 2024 and 2025), thematic programming pivots toward science and AI (Science@Play 2025-2026, AI Playwriting Experiment, The Moon Is Always Full), and a multi-year TheaterLab capital project to develop a permanent black-box theater in downtown Livermore's Stockmen's Park as part of a 16-organization Cultural Core coalition. The organization celebrated its 20th anniversary season in 2026.

Name

SPARC

Legal name

Shakespeare's Associates, Inc.

Website

https://sparctheater.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

SPARC is a nonprofit professional theater company in Livermore, California that produces Shakespeare in the Vineyard outdoor productions, the Science@Play reading series, and K-12 literacy programs serving the Tri-Valley and East Bay Bay Area communities.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Theater Services

NAICS

Theater Companies and Dinner Theaters (711110), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG), Gala Dinners & Fundraising Events (Nonprofit/CSR) (MPAGAHAE), Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH)

Keywords

• Live theater productions
• Performing arts education
• Shakespeare performances
• Arts education programs
• Community theater

Headquarters

HQ city

Livermore

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from performances including summer vineyard productions, indoor theater shows, staged readings, and special events. Ticket prices vary by production type and venue.
2. Memberships and Donations: Tax-deductible contributions at various tiers from $100 (Falstaff's Fan Club) up to $20,000+ (All Muses), with benefits including advance ticket ordering, lounge access, and VIP experiences.
3. Corporate Sponsorships: Partnerships with local businesses offering logo placement, VIP tickets, advertising, and event access in exchange for sponsorship fees.
4. Grants and Foundation Support: Funding from arts councils, community foundations, and nonprofit alliances including Theater League, City of Livermore, California Arts Council, and Livermore Lab Foundation.
5. Space Rental: Studio rental at $45/hour ($35/hour nonprofit rate) for meetings, readings, rehearsals, and events. Space available mid-August to mid-May.
6. Education Programs: Summer camps for elementary and middle school students, high school intensives, and adult workshops generating tuition revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

SPARC is a nonprofit professional theater company that produces live theatrical performances — primarily Shakespeare and contemporary plays — at outdoor vineyard venues and indoor theaters in the Tri-Valley region of California. Beyond performances, it runs structured educational programs for K-12 students and adults (in-school literacy, summer camps, high school intensives, adult workshops) and rents its Livermore studio space for community use. Revenue comes from ticket sales, tiered memberships and donations, corporate sponsorships, grants, education tuition, and space rental.

Product overview

SPARC (Shakespeare & Performing Arts Regional Company) is a nonprofit professional theater company offering a portfolio of theatrical productions and educational programs. The core offerings include: Shakespeare in the Vineyard (outdoor summer productions at local wineries), Science@Play (science-themed reading series featuring BIPOC playwrights), So Wise So Young (in-school literacy program), summer camps for youth, and the Get Out of the House reading series. New offerings include The Play's The Thing high school intensive and AI-related programming. The company is also developing a Future TheaterLab black box venue. SPARC serves the Tri-Valley region of California with live performances, education, and community engagement programs.

Differentiator

Problem solved

Functional benefit

Brands

• Shakespeare in the Vineyard: SPARC's flagship outdoor summer production series featuring professional theater performances at Livermore Valley vineyards.
• So Wise So Young
• Science@Play
• Some Have Greatness
• TheaterLab
• Get Out of the House!

Products and services

• Shakespeare in the Vineyard
• Science@Play Reading Series
• So Wise So Young
• Some Have Greatness Summer Camps
• The Play's The Thing — High School Shakespeare Intensive
• Get Out of the House Reading Series
• Adult Education Programs
• Studio Rental Space

Quantifiable outcome

• 86.5% of revenue goes toward payroll and payroll expenses
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

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

• Hawthorn Suites by Wyndham LivermorecoreGTM or Marketing Partner · 1 January 2026Created Shakespeare in the Vineyard Getaway Package including hotel stay, performance tickets, wine vouchers, and complimentary breakfast. Partnership enhances visitor experience and supports regional tourism.
• Darcie Kent VineyardsflagshipStrategic or Co-development Partner · 1 January 2022Primary outdoor venue partner for Shakespeare in the Vineyard summer productions. Darcie Kent provides the scenic backdrop for professional theater performances in wine country, creating the signature 'spa version of outdoor Shakespeare' experience that attracts over 5,500 attendees annually.
• 3 Steves WinerycoreGTM or Marketing PartnerVenue for annual Shakespeare Birthday Party fundraiser and ongoing events. Long-term collaboration supporting nonprofit fundraising efforts and community engagement.
• Home Brew TriviaminorGTM or Marketing PartnerHosted trivia nights raising funds for SPARC. Jeff and Nancy Lewis bring community engagement expertise and cross-promotion with local businesses.
• Town of Danville / Village Theatre & Art GallerycoreStrategic or Co-development PartnerSecond year partnership bringing summer Shakespeare productions indoors to Danville. Serves patrons preferring air conditioning and matinees, expanding SPARC's regional reach.
• Livermore Valley Joint Unified School DistrictcoreStrategic or Co-development PartnerLong-standing partnership delivering So Wise So Young literacy program in every second grade classroom, reaching hundreds of students annually.
• Livermore Public LibrarycoreStrategic or Co-development Partner15+ year partnership for Livermore Reads Together program, preparing volunteers and presenting readings for community education.
• African American Shakespeare Co., Cheza Nami, Golden Thread Productions, and 14 othersminorStrategic or Co-development PartnerCultural Core Coalition of 16 diverse arts organizations partnering to program events in the new TheaterLab building downtown.
• FOG Studio ArchitectscoreImplementation/ SI/ Consulting PartnerLead architectural firm designing the black box theater in Stockmen's Park downtown Livermore.
• The Shalleck Collaborative Inc.coreImplementation/ SI/ Consulting PartnerTheater consultants providing expertise for the TheaterLab black box theater development.
• Livermore Science and Society CenterminorStrategic or Co-development PartnerPartner in the TheaterLab development for downtown Stockmen's Park.
• Visit Tri-ValleyminorGTM or Marketing PartnerRegional tourism organization partner in the TheaterLab development coalition.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Aurora Theatre Company: Aurora Theatre is a Berkeley-based nonprofit producing year-round professional theater, comparable to SPARC in Bay Area geography, sub-$5M budget scale, and LORT-equivalent programming model. Notably, SPARC's Development Director Felicity Cowlin previously led Aurora's 'Save Aurora Campaign.'
• Marin Shakespeare Company: Marin Shakespeare is a San Rafael-based nonprofit that produces summer Shakespeare festivals and year-round education programs. Closely comparable to SPARC in scale, mission (Shakespeare-focused), Bay Area geography, and outdoor-venue-driven programming model.
• PCPA (Pacific Conservatory of the Performing Arts): PCPA is a Central Coast professional theater company where SPARC's founder Lisa Tromovitch won Backstage West Garland and Indy Awards for direction of Amadeus. Comparable to SPARC in producing classical and contemporary work with a resident professional company model.
• African American Shakespeare Company: African American Shakespeare Company is a Bay Area Shakespeare-focused nonprofit that partners with SPARC in the Cultural Core Coalition for the planned TheaterLab. It is comparable in mission (diverse-cast Shakespeare), nonprofit scale, and Bay Area geography.
• California Shakespeare Theater: Cal Shakes is the Bay Area's flagship Shakespeare-producing theater company, operating an outdoor summer festival and year-round programming in Orinda. It is directly comparable to SPARC as a regional Shakespeare presenter with outdoor productions, education programs, and a Bay Area community footprint.
• San Jose Stage Company: San Jose Stage Company is a professional regional theater producing year-round programming in downtown San Jose, comparable to SPARC in Bay Area geography, nonprofit scale, professional-actor-driven productions, and education-program emphasis.
• Livermore Valley Arts: Livermore Valley Arts operates the Bankhead Theater, SPARC's primary indoor performance partner in Livermore. The two organizations co-produce productions like The Glass Menagerie and share the same Tri-Valley audience, making them direct operating peers despite different organizational models.

Broad incumbents

• Berkeley Repertory Theatre: Berkeley Rep is a Tony Award-winning, larger-budget Bay Area regional theater producing year-round professional programming. Comparable to SPARC in East Bay/Bay Area mission, professional-theater operating model, and education/community engagement priorities — though at substantially greater scale.
• Oregon Shakespeare Festival: Oregon Shakespeare Festival is a much larger, nationally recognized Shakespeare-producing organization and a direct comparability reference for SPARC's Shakespeare-focused mission. SPARC's founder Lisa Tromovitch has served as Past President of the Shakespeare Theatre Association alongside OSF leadership.
• TheatreWorks Silicon Valley: TheatreWorks is a substantially larger LORT theater in the Bay Area (Palo Alto) with year-round programming and significantly greater budget. It is comparable to SPARC in regional-theater mission, and SPARC's grant writer Leslie Martinson was previously Associate Artistic Director there.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/photogregger
• LinkedInlinkedin.com/company/sparctheater

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 SPARC