SPIRIT OF AMERICA PRODUCTIONS LLC

What SPIRIT OF AMERICA PRODUCTIONS LLC does

Spirit of America Productions LLC is a private, Dallas, Texas-based event production company that organizes and choreographs performance appearances for dancers, cheerleaders, and drill team members in three international parades: the Macy's Thanksgiving Day Parade in New York, the London New Year's Day Parade, and the Rome New Year's Day Parade. Founded in 1986 by Mike Miller, the company has produced two annual numbers for the Macy's Parade since 1989, each comprising 550 performers, and has fielded more than 22,000 dancers and cheerleaders across its 35+ year history. The current owner, Laura Davis, oversees a four-person leadership team that includes Creative Director Afton Fox Beadles, Logistics Director Marshall Bradley (with the program since 1989), and Event Producer Roger Hayes. Spirit of America runs a fully integrated community-sourced model: performers are recruited through NCA/Universal/Varsity-affiliated camps, dance competitions, and auditions, then bundled into tiered packages (Performer, Coach/Director, Spectator, Ticket-Only, and DFW Travel for international events) priced between $1,950 and $5,450 per person, with non-refundable deposits of $500. International operations expanded for the 2027 cycle with structured London and Rome packages, and the company maintains operational relationships with Macy's, NBC, the New York Hilton Midtown, Radio City Music Hall, and travel agency LC Infinity Travel (Fora). Revenue is generated almost entirely from package fees and ancillary services (airport shuttles, cancellation insurance referrals), with no disclosed technology platform, mobile app, or software product — the company's "technology" is fundamentally its choreography, logistics processes, and the long-tenured relationships that secure its parade berths.

Name

SPIRIT OF AMERICA PRODUCTIONS LLC

Legal name

Spirit of America Productions LLC

Website

https://spiritofamericaproductions.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Spirit of America Productions LLC is a Dallas-based event production company that organizes and choreographs performance packages for dancers and cheerleaders in the Macy's Thanksgiving Day Parade, London New Year's Day Parade, and Rome New Year's Day Parade, serving individual performers, their families, and coaches through a community-sourced recruitment model.

Ownership category

akta.pro rank

Product category

Live Event Production Services

NAICS

Dance Companies (71112), Dance Companies (711120), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

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

akta.pro primary industry

Community Parades, Carnivals & Street Fairs (MPAGAEAE)

akta.pro secondary industries

Dance Festivals & Dance Series (MPAGADAJ), Dance Performances (THAJAFAD), Event Staffing, Ushers & Brand Ambassadors (HSACAAAF)

Keywords

• Parade event production
• Dance performance packages
• Cheerleading event coordination
• Group travel packages
• International parade performances

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Event Packages (Performer, Spectator, Coach/Director): Full-package experiences for participants including parade participation, accommodations at New York Hilton Midtown, Broadway show tickets, Radio City Music Hall Christmas Spectacular, meals, activities, and event materials. Packages priced per person with room configurations affecting per-person cost.
2. Ticket Only Package: Event tickets and activities without hotel/accommodations. Includes Big Apple City Tour, Empire State Building admission, Statue of Liberty Harbor Cruise, 9/11 Memorial, Broadway Show, and Radio City Music Hall tickets.
3. International Parade Packages (London, Rome): Travel packages for international parade participation including LAND only (accommodations and activities) or DFW TRAVEL (includes international flights from Dallas-Fort Worth).
4. Optional Services: Airport shuttle services at $60 per person for arrival and $60 for departure. Cancellation insurance (optional but strongly recommended).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Spirit of America Productions LLC organizes and produces performance appearances for dancers and cheerleaders in three major international parades: the Macy's Thanksgiving Day Parade in New York City, London's New Year's Day Parade, and Rome's New Year's Day Parade. The company sells all-inclusive event packages (Performer, Spectator, Coach/Director, Ticket Only, London, and Rome) that bundle parade participation, professionally choreographed routines, accommodations at the New York Hilton Midtown, Broadway and Radio City Music Hall Christmas Spectacular tickets, sightseeing activities, meals, costumes/event jackets, and 24/7 chaperone supervision. Each production number fields 550 performers, and the business is built on annual repeat demand from schools, studios, and all-star cheer programs.

Product overview

Spirit of America Productions LLC is an event production company that organizes performance opportunities in international parades. The company operates a portfolio of travel and event packages centered around the Macy's Thanksgiving Day Parade, London's New Year's Day Parade, and Rome's New Year's Day Parade. The core offerings include Performer Packages (for dancers and cheerleaders), Spectator Packages (for family and friends), Coach/Director Packages, and Ticket Only Packages. For international events (London and Rome), the company offers LAND Packages and DFW Travel Packages. All packages typically include accommodations, select activities, event access, and staff support.

Differentiator

Problem solved

Functional benefit

Products and services

• Performer Package

Quantifiable outcome

• Over 22,000 dancers and cheerleaders have participated in parade productions since 1986
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Mike Miller & Associates Special EventscoreStrategic or Co-development PartnerMike Miller secured the first opportunity for dancers to perform in the Macy's Thanksgiving Day Parade in 1986. He created Mike Miller & Associates Special Events after leaving NCA SUPERSTAR. In 1994, Universal Cheerleaders Association and Universal Dance Association were selected to provide performers, with Varsity Spirit serving as integral part of the MMA family. Mike Miller passed away in 2007 but his legacy continues through Spirit of America Productions.
• NCA SUPERSTAR (National Cheerleaders Association)coreChannel Partner/ Reseller/ DistributorNCA SUPERSTAR provided dancers and cheerleaders for parade performances. In 1986, 301 dance drill team officers from across the country representing NCA SUPERSTAR opened the 60th Anniversary Macy's Thanksgiving Day Parade. Company has continued relationship with NCA and Universal organizations.
• Macy's and NBCcoreStrategic or Co-development PartnerMacy's and NBC work with the company to produce parade performances. Originally, performers were transported to a parking lot outside the Macy's Parade warehouse in Hoboken, New Jersey for preview. Now Macy's and NBC have such confidence in production quality that first viewing is provided at Monday evening's Herald Square rehearsal. NBC provides rehearsal access and parade broadcast.
• Varsity SpiritminorStrategic or Co-development PartnerVarsity Spirit served as an integral part of the Mike Miller & Associates family. Includes Universal Cheerleaders Association and Universal Dance Association which were selected to provide performers for the parade starting in 1994.
• New York Hilton MidtowncoreOthersPrimary hotel partner for the Macy's Thanksgiving Day Parade event. Located at 1335 Avenue of the Americas between 53rd & 54th Street, on the parade route. Provides accommodations for performers, spectators, and staff. Has doctor on call 24 hours and security personnel positioned on ground floor.
• Radio City Music HallminorOthersEvent venue partner providing Christmas Spectacular tickets as part of the event package. Performers attend the Radio City Music Hall Christmas Spectacular as part of their itinerary.
• Leanne Mendez with LC Infinity Travel (Fora Travel)minorChannel Partner/ Reseller/ DistributorTravel agent partner recommended by Spirit of America Productions for booking airline tickets and purchasing cancellation insurance. Contact: [email protected]. Provides assistance with flight bookings for those needing help with airline reservations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SOAproductions
• YouTubevimeo.com/spiritofamerica
• Facebookfacebook.com/spiritofamericaproductions
• Instagraminstagram.com/soaproductions
• LinkedInlinkedin.com/company/spirit-of-america-productions-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 SPIRIT OF AMERICA PRODUCTIONS LLC