Theatre of Eternal Values

What Theatre of Eternal Values does

Theatre of Eternal Values (TEV), founded in 1996 by Monia Giovannangeli and registered in Italy as an Associazione di Promozione Sociale, is a non-profit theatre company and arts education organization operating across Europe, the United States, and Asia. The organization produces original theatrical works — including Shakespeare's Women, Il Gabbiano, Ali (Wings), and adaptations of the Mahabharata, Ramayana, and Divine Comedy — that tour international festivals such as Avignon Festival Off, Roma Fringe Festival, and the tri-continent Culture of the Spirit Festival (Italy since 2008, US and China since 2013). Through NirmalArts Academy, TEV delivers a global catalog of live online instructor-led courses in Indian classical music and dance, theatre, visual arts, self-care, and languages, plus an annual 10-day residential Summer Academy in Cabella Ligure, Italy. TEV Lab provides recurring theatre workshops in Piacenza, producing works such as Rumors and Agatha Christie, Chi? for local and semi-professional participants.

The underlying technology stack is minimal: a Webflow-hosted website, Vimeo and YouTube video embeds, Google Forms for course registration, PayPal for donations and payments, and BPER Banca IBAN transfers. There is no proprietary platform or software product. The organization is governed by a board (President Victor Vertunni Di Albanella, Artistic Director Monia Giovannangeli, Vice-President Maxim Vertunni Di Albanella, Secretary Damiano Stabile, Treasurer Tiziana Santaniello, Councilor Cinzia Scolari) with 5 employees and a parallel TEV America board (President Calin Costian, Managing Director Stephanie Wein, Artistic Director Poornima Kirby, Treasurer Steve Wollenberger, Secretary Isabel Costian).

The business model combines five revenue streams: 30 EUR annual membership fees (required for Academy attendance), 60–140 EUR/month course tuition, PayPal donations to TEV International and TEV America, ~12 EUR ticket sales for TEV Lab productions, and ancillary food/accommodation revenue at the Cabella Summer Academy. Distribution is hybrid: in-person performances and workshops at Teatro San Matteo (Piacenza), Cabella, and touring festival venues, plus live online courses reaching a global audience. The customer base consists of four primary segments — theatre and arts enthusiasts, arts learners and practitioners, theatre students and therapy seekers, and the Sahaja Yoga community — all served through a community-led, event-driven go-to-market rather than traditional sales motions.

Name

Theatre of Eternal Values

Legal name

Theatre of Eternal Values International APS

Website

https://theatreofeternalvalues.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Theatre of Eternal Values is an Italian-registered non-profit arts organization (founded 1996) that produces international theatrical productions and delivers arts education through NirmalArts Academy (online courses and a Cabella residential Summer Academy) and TEV Lab workshops, serving arts enthusiasts, learners, theatre students, and the Sahaja Yoga community across Europe, the US, and Asia.

Ownership category

akta.pro rank

Product category

Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111), Other Performing Arts Companies (711190)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYMPAGABAH

Classical & Contemporary Theatre (Plays/Drama)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Theater, Broadway & Performing Arts

SECONDARYEDAMAAAG

Theater & Drama Education (Acting, Improvisation, Musical Theater)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Arts & Creative Enrichment (Visual Arts, Music, Theater, Dance)

SECONDARYEDAAAGAE

Performing Arts (Acting, Improv, Theater)

Education/Adult & Continuing Education/Personal Enrichment & Hobby Learning (Arts, Crafts, Music, Cooking)

SECONDARYMPAGALAB

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

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Event Venues & Venue Operations (Arenas, Theaters, Halls)

SECONDARYMPAGABAO

Theatre Services & Design (Scenic/Costume/Props/Stage Management)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Theater, Broadway & Performing Arts

Keywords

• Theatre productions
• Performing arts education
• Classical dance instruction
• Drama therapy programs
• Cultural festival management

Headquarters

HQ city

Piacenza

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Membership fees: Annual membership fees of 30 EUR per calendar year provide core operational support and community access. Members receive priority information about shows, concerts, events, and access to NirmalArts Academy courses.
2. Course tuition fees: NirmalArts Academy generates revenue through course fees ranging from 60-140 EUR per month for online courses, and 300 EUR for 10-day residential programs (250 EUR for students, 150 EUR for children).
3. Donations: Charitable donations accepted via PayPal for both TEV International and TEV America. The organization is a validated charity under Italian law (Associazione di Promozione Sociale).
4. Ticket sales: Theatre performances charge admission fees (e.g., 12 EUR for TEV Lab productions at Teatro San Matteo).
5. Academy ancillary services: Food and accommodation services during the Summer Academy in Cabella. Meal costs range from 4-20 EUR per day depending on meal type and age. Accommodation at World Centre Camp operates on voluntary donation basis.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Theatre of Eternal Values is a non-profit arts organization that produces and tours professional theatre productions across Europe, the US, and Asia, and delivers arts education through the NirmalArts Academy (live online courses and an annual 10-day residential program in Cabella, Italy) and TEV Lab theatre workshops in Piacenza. The organization operates an annual Culture of the Spirit Festival and serves a global community of arts learners, theatre enthusiasts, and Sahaja Yoga practitioners.

Product overview

Theatre of Eternal Values (TEV) is a non-profit theatre company and arts education organization offering a portfolio of interconnected products: professional theatre productions that tour internationally, NirmalArts Academy providing both online courses and a residential summer academy in Cabella, Italy, and TEV Lab providing local theatre workshops in Piacenza. The Academy offers live instructor-led courses across music (including Indian classical, jazz, flamenco), dance (Bharatanatyam, Kathak, Kuchipudi, Odissi), theatre (improvisation, storytelling), visual arts (miniature painting, watercolour), self-care (yoga, drama therapy), and languages (Italian, Hindi). All programs are inspired by Shri Mataji Nirmala Devi and integrate meditation and spiritual awareness with artistic practice.

Differentiator

Problem solved

Functional benefit

Brands

• TEV America: Regional branch of Theatre of Eternal Values operating in the United States with its own leadership team including President Calin Costian and Artistic Director Poornima Kirby.
• Culture of the Spirit Festival

Products and services

• Theatre Productions Professional theatre productions touring internationally across Europe, US, and Asia, including works such as Shakespeare's Women (Avignon Festival 2026), Il Gabbiano, Alice Sei Tu, Mendicanti di Abbracci, Ali (Wings), Le vergini giurate, and Catherine the Great of Russia, performed for general arts audiences at festivals and partner venues.
• NirmalArts Academy Online Courses Live instructor-led online courses in music, theatre, dance, visual arts, self-care, and language taught by international artists and educators to individual learners globally. Membership in TEV International Association is required to attend. Courses include bansuri, sitar, tabla, Indian classical vocal, piano jazz, flamenco guitar, bharatanatyam, kathak, kuchipudi, odissi, photoshop, watercolour, theatre improvisation, storytelling, public speaking, drama therapy, asana yoga, Hindi and Italian languages.
• NirmalArts Summer Academy in Cabella 10-day intensive residential arts academy in Cabella Ligure, Italy, offering courses in music, dance, theatre, visual arts, self-care, and language, followed by the Culture of the Spirit Festival. Pricing tiers for adults (300 EUR/10 days), students (250 EUR/10 days), and children up to 10 years (150 EUR/10 days), plus food and accommodation.
• TEV Lab Theatre workshop programme for young people, adults, and semi-professionals in Piacenza, Italy, producing performances including Rumors, Wings, Stories About Us, and Agatha Christie, Chi? Includes Theatre Workshop Series (Dramatherapy, Theatre in English, Public Speaking, One-to-One Coaching) and the annual Teatro e Oltre season at Teatro San Matteo.
• Culture of the Spirit Festival Annual festival featuring performances and cultural events, co-organized with Sahaja Yoga Italia and supported by the Shri Mataji World Foundation, held in Italy, the US, and China. Combines arts programming with the spiritual mission inspired by Shri Mataji Nirmala Devi.

Quantifiable outcome

• 20th anniversary of NirmalArts Summer Academy (2026)
• +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.

• Shri Mataji World FoundationcoreStrategic or Co-development PartnerCollaboration for the Culture of the Spirit Festival, a public event co-organized with Sahaja Yoga Italia and supported by the Shri Mataji World Foundation. The festival aligns with the spiritual mission inspired by Shri Mataji Nirmala Devi, founder of Sahaja Yoga.
• Sahaja Yoga ItaliacoreStrategic or Co-development PartnerCo-organizer of the annual Culture of the Spirit Festival held during the NirmalArts Summer Academy. Sahaja Yoga Italia provides institutional support and community network for the festival.
• Au Bout Là-bas ThéâtreminorChannel Partner/ Reseller/ DistributorHost venue for Shakespeare's Women production at Avignon Festival Off 2026 (17-25 July). Theatre located at 23 rue Noël Biret, 84000 Avignon, France.
• Cantiere Simone WeilminorStrategic or Co-development PartnerCollaborating theatre company for productions including Catherine the Great of Russia (2015). TEV has worked with this Piacenza-based theatre company for various productions.
• BPER BANCA S.P.A.minorOthersBanking partner for membership fee payments and Academy fees. BPER BANCA S.P.A., Filiale di Vignole Borbera provides IBAN transfer services.
• PayPalminorOthersPayment processor for donations (both TEV International and TEV America), membership fees, and Academy course fees. Acts as charity payment gateway.
• Casa MadreminorImplementation/ SI/ Consulting PartnerFood preparation services for NirmalArts Summer Academy participants. Provides daily meals (breakfast, lunch, dinner) prepared with care for Academy attendees.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Napoli Teatro Festival Italia: Major Italian summer theatre festival comparable in programming touring international productions at Italian venues; competing for the same touring company partnerships as TEV.
• Estonian Theatre Agency / Performing Arts Festivals: European festival-theatre circuit peer operating via Off/Fringe programming; comparable in festival-driven touring economics and non-profit status.
• HaU Hebbel am Ufer: Berlin performing arts venue producing festival-driven international co-productions and dramaturgical experiments; comparable in producing boundary-crossing theatre that tours internationally to fringe/festival venues.

Broad incumbents

• Sadler's Wells Theatre: London-based dance and theatrical arts presenter comparable in mixing global dance traditions (Indian classical, contemporary) and international residencies. Operates theatre venues and educational programming at a much larger scale.
• Piccolo Teatro di Milano: Historic Italian theatre company; a direct analogue given that TEV's Vice-President trained there. Operates a similar Italian non-profit institutional model producing and touring theatrical productions, but at far greater scale.
• Sangeet Natak Akademi: India's national academy for music, dance, and drama with educational programming in classical Indian arts. Government-backed analogue of the curriculum NirmalArts Academy delivers commercially.

Direct peers

• Au Bout Là-bas Théâtre: Avignon-based venue partner hosting TEV's 2026 Shakespeare's Women production; comparable French non-profit fringe theatre hosting international touring productions.
• Cantiere Simone Weil: Piacenza-based theatre company and direct collaborating partner on productions like Catherine the Great (2015). Operates as a comparable Italian non-profit theatre ensemble in the same regional ecosystem.
• The Center for Performing Arts at the experimental theater (La MaMa): Non-profit experimental theatre organization producing original theatrical works; comparable through its non-profit governance, original script-driven productions, and international reputation in the off/avant-garde circuit where TEV's founder Artistically directs.
• Kalakshetra Foundation: Premier Indian classical arts institution teaching Bharatanatyam, Carnatic music, and visual arts. Direct analogue to NirmalArts Academy's Indian classical arts curriculum (Bharatanatyam, Kathak, Sitar, Bansuri, Odissi).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCN17z0hp1aMKS4a5IxJ-SrA
• Facebookfacebook.com/TheatreOfEternalValues
• LinkedInlinkedin.com/company/theatre-of-eternal-values

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Theatre of Eternal Values