Earl and Rachel Smith Strand Theatre

What Earl and Rachel Smith Strand Theatre does

The Earl and Rachel Smith Strand Theatre is a 501(c)(3) nonprofit performing arts venue located on the Marietta Square in Marietta, Georgia. Originally opened in 1935 as an Art Deco movie house and restored in 2009 following a $5 million renovation, the venue operates as a 600-seat community theater serving metro Atlanta and a regional audience that in 2024 spanned 41 states. Programming spans professional touring productions, locally produced theatrical seasons, concerts, comedy, film screenings, private rentals, and educational offerings through Strand Academy and a Pre-Professional Summer Production.

Revenue is diversified across ticket sales (priced $5–$40), facility rentals, donations and annual fundraisers, corporate sponsorships, education fees, and ancillary streams from bar/concessions, merchandise, and commemorative brick and seat dedications. The theater hosted 180+ events and roughly 61,000 guests in 2024, with 500+ students reached through education programming delivered in partnership with Marietta City Schools and Children's Healthcare of Atlanta. Production technology comprises industry-standard consoles and show-control software (ETC Ion lighting, Allen & Heath Avantis audio, QLab, digital organ sampling), while back-office operations run on Salesforce/PatronManager CRM, Mailchimp, Meta Business Suite, and Clover POS. Title sponsors include the Marietta Kiwanis Foundation and Children's Healthcare of Atlanta, and donor engagement is anchored by the 35Forward monthly recurring giving program.

The organization operates with approximately 20 employees, concluded its post-renovation debt in 2018 via the "250 Grand for The Strand" campaign, launched its first full theatrical season in 2019, and is marking its 90th anniversary in 2025 with a Callathon targeting $90,000.

Name

Earl and Rachel Smith Strand Theatre

Legal name

Friends of The Strand, Inc.

Website

https://strandmarietta.org

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

The Earl and Rachel Smith Strand Theatre is a 501(c)(3) nonprofit performing arts venue in Marietta, Georgia, operating a restored 600-seat Art Deco theater that hosts 180+ live events, film screenings, and educational programs annually for metro Atlanta audiences.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Community & Amateur Theatre (MPAGABAD), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Screening Rooms & Cinematheques (Nonprofit/Institutional) (MPADAKAF)

Keywords

• Live performing arts
• Historic theater venue
• Venue rental services
• Youth arts education
• Community nonprofit arts

Headquarters

HQ city

Marietta

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, Technology or R&D, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from selling tickets to live theatre performances, films, concerts, comedy shows, and special events. Tickets sold online, by phone, and in person.
2. Donations and Fundraising: Monetary donations, monthly giving program (35Forward at $35/month), and special campaigns like the 90th anniversary Callathon targeting $90,000.
3. Brick and Seat Dedications: Sale of commemorative bricks ($190-$1,390) and seat plaques ($900) for the Walk of Fame, creating permanent legacy recognition.
4. Private Event Rentals: Rental of auditorium, Lumiere Lounge, Rooftop Terrace, and custom marquee for private events including weddings, corporate events, and parties.
5. Bar and Concessions: Lumiere Lounge operates as a speakeasy-style piano bar and cocktail lounge open Friday and Saturday nights, serving craft cocktails and hosting local artists.
6. Education Programs: Revenue from summer camps ($310-$350), Musical Theatre Boot Camp ($140-$180), Spotlight Players after-school program ($140/month), and private lessons.
7. Corporate Sponsorships: Season and show sponsorships from corporate sponsors at various tiers (Presenting, Landmark, Platinum, Gold, Silver, Bronze).
8. Gift Shop and Merchandise: Online store selling sweatshirts, totes, tees, masks, and limited edition designs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Earl and Rachel Smith Strand Theatre is a 501(c)(3) nonprofit performing arts venue that operates a 600-seat Art Deco auditorium in Marietta, Georgia, hosting 180+ events annually including Broadway-style live theatre productions, classic and silent film screenings with live Mighty Allen Theatre Organ accompaniment, concerts, comedy shows, and private event rentals. Through its Strand Academy subsidiary, the theatre delivers youth arts education programs including summer camps, an after-school drama club (Spotlight Players), master classes, and private lessons for students in grades 3-12. Revenue is generated from ticket sales, private venue rentals (auditorium, Lumiere Lounge speakeasy bar, Rooftop Terrace), corporate sponsorships, donations, the 35Forward monthly giving program, bar/concessions, commemorative brick and seat dedications, and gift shop merchandise.

Product overview

The Earl and Rachel Smith Strand Theatre is a historic 600-seat Art Deco theater offering a portfolio of live performances, film screenings, private event rentals, and arts education programs. The core offerings include Broadway-style theatrical productions, classic and silent films (with live organ accompaniment), and venue rentals (auditorium, Lumiere Lounge speakeasy bar, and Rooftop Terrace). The Strand Academy education arm provides summer camps, the Spotlight Players after-school drama club, a Pre-Professional Summer Production, master classes, and private lessons for students in grades 3-12. The venue operates as a 501(c)(3) nonprofit organization hosting over 180 events annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Theatre Productions Broadway-style theatrical productions and concerts performed on the main stage, including musicals, comedies, and touring acts. Targeted at general public and visitors to downtown Marietta.
• Film Screenings Classic movie screenings including silent films with live Mighty Allen Theatre Organ accompaniment, sing-a-long events, Disney films, and special anniversary presentations. Targeted at general public, film enthusiasts, and families.
• Private Event Rentals Rental of venue spaces including the main auditorium, Lumiere Lounge, Rooftop Terrace, and Custom Marquee for private events, corporate functions, weddings, and nonprofit gatherings. Targeted at event organizers, wedding planners, and corporate event coordinators.
• Lumiere Lounge Speakeasy-style piano bar and cocktail lounge on the second floor featuring craft cocktails, live music, and silent film tributes. Open Friday and Saturday nights. Targeted at adults seeking nightlife and unique cocktail experiences.
• Strand Academy Summer Camps Weeklong themed theater camps including PERFORMULA Musical Theatre (rising 3rd-6th graders), Swords & Soliloquies Shakespeare with tabletop RPG elements (rising 6th-12th graders), and Musical Theatre Boot Camp (rising 6th-12th graders). Priced $140-$350 with early bird discounts. Targeted at parents of students seeking performing arts enrichment.
• Strand Academy Spotlight Players Year-round after-school musical theatre program running August through May, culminating in two public performances per year. Open to students in grades 3-6 at $140/month with scholarships available. Targeted at parents seeking ongoing arts education for elementary students.
• Strand Academy Pre-Professional Summer Production Audition-based full theatrical production program offering rigorous training with public performances. Separate from summer camps. Targeted at advanced young performers seeking pre-professional experience.
• Strand Academy Master Classes Single-session workshops focused on specific theatre disciplines or industry topics, led by experienced teaching artists and entertainment professionals. Targeted at students seeking focused skill development.
• Strand Academy Private and Small Group Lessons Personalized one-on-one or small group (2-4 students) instruction tailored to individual goals in voice, acting, and dance. Targeted at students seeking personalized coaching.

Quantifiable outcome

• Nearly 61,000 guests from 41 states and 86 of Georgia's 159 counties attended events in 2024
• +2 more outcomes

Named customers4 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

Integration4 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Marietta City SchoolscoreStrategic or Co-development PartnerEducation partnership providing arts programming to local students. In 2024, more than 500 fifth graders learned about the arts through this partnership. Programs include student workshops and educational experiences aligned with school curriculum.
• QuadratumminorStrategic or Co-development PartnerEducational partner supporting Strand Academy programs at the theatre.
• Atlanta Chapter of American Theatre Organ SocietycoreOthersGenerous donor of the Mighty Allen Theatre Organ. Tom and Mrs. Hamilton originally purchased the organ in 1999 for their Columbus, Ohio residence, then gifted it to the Atlanta Chapter of the American Theatre Organ Society, which facilitated installation at the Strand.
• Hometown HoneyminorOthersLocal honey supplier for Lumiere Lounge cocktails. Family-owned apiary passionate about bee welfare, providing honey free from pesticides and chemicals. Located at local farmers market.
• Marietta Kiwanis FoundationcoreGTM or Marketing PartnerTitle sponsor for Strand Academy Education Program, supporting youth arts education at the theatre.
• Children's Healthcare of AtlantacoreGTM or Marketing PartnerTitle sponsor for Strand Academy Education Program, supporting youth arts education initiatives.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Atlanta Lyric Theatre: Atlanta-based nonprofit musical theater company; historically has produced shows at the Strand itself and competes for the same Broadway-style musical audience across metro Atlanta.
• Aurora Theatre: Lawrenceville, GA community theater producing plays, musicals, comedy, and education programs — highly comparable nonprofit performing-arts mission and programming mix to the Strand, though located in a different Atlanta-metro submarket.
• Actor's Express: Atlanta-based nonprofit theater company producing contemporary plays, musicals, and education programming; a direct content-peer competing for the same regional theater audience as the Strand.
• Alliance Theatre: Atlanta-based nonprofit theater company producing Broadway-caliber productions, education programs, and community engagement — directly comparable to the Strand's theater-company and Strand Academy missions in the same metro.
• Fox Theatre: Historic 4,600-seat performing arts venue in Atlanta offering live theatre, concerts, film, and event rentals. Operates a similar venue-based programming model to the Strand at significantly larger scale within the same Atlanta metro market.

Regional players

• Tennessee Performing Arts Center: Nashville-based nonprofit performing arts center hosting Broadway tours, concerts, comedy, and education programming; structurally similar multi-venue nonprofit operator, though serving a different regional market.
• Cobb Energy Performing Arts Centre: 1,800+ seat performing arts venue located in the same Cobb County market as the Strand; competes for the same audience and corporate event clients despite a larger capacity and newer facility.

Emerging players

• Dad's Garage Theatre Company: Atlanta-based nonprofit improv and comedy theater with education and outreach programming; comparable community-driven nonprofit theater model in the same metro, though focused on comedy rather than musicals and film.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/strandmarietta
• Facebookfacebook.com/strandmarietta
• Instagraminstagram.com/strandmarietta
• LinkedInlinkedin.com/company/earl-and-rachel-smith-strand-theatre

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Earl and Rachel Smith Strand Theatre