RENO JAZZ ORCHESTRA

What RENO JAZZ ORCHESTRA does

The Reno Jazz Orchestra (RJO) is a 501(c)(3) nonprofit performing arts organization founded in 1997 and based at 2590 Orovada Street in Reno, Nevada. It operates a 17-piece contemporary big band ensemble that delivers live jazz performances at regional venues including Nightingale Concert Hall (University of Nevada, Reno), Sand Harbor, and Bartley Ranch, with a documented performance history backing jazz legends such as Frank Sinatra, Sammy Davis Jr., and Elvis Presley. The organization runs a layered education and youth-development portfolio anchored by its wholly owned subsidiary, the Reno Youth Jazz Orchestra (RYJO, founded 2006), and supplemented by the Discover Jazz Workshop, the GEMS Jazz Combo for female and non-binary students, the Sapphire Jazz Ensemble, the RJO Mentor Program in schools across Northern Nevada and Northern California, and the Jazz in the Schools annual showcase.

Its business model is a diversified nonprofit funding stack rather than a unitary sales motion. Revenue is sourced from ticketed concert sales at third-party venues, individual donations across a graded schedule (Starving Artist $10–$49 through Band Fans $50–$499), a Circle of Friends membership tiered from Bronze ($1,000–$2,499) to Diamond ($20,000+) with benefits ranging from complimentary tickets to private ensemble performances, corporate sponsorships with the same Bronze-to-Diamond tiering, education program fees (Discover Jazz Workshop early-bird $130 for 8 sessions; RYJO season fees $400), and estate-planning gifts through the RJO Legacy Society. Marketing channels span social media (Facebook, Instagram, YouTube, LinkedIn, TikTok, Nextdoor), a monthly email newsletter, the PBS Reno Art Views column authored by RJO President Chuck Reider, and a content blog.

The organization is led by Executive Director Vernon Scarbrough, Music Director Dr. Greg Johnson (DMA, 40+ recordings), President Chuck Reider (40-year professional trombonist and founding member), and RYJO Music Director Nichole Heglund. It received the 100% Giving Board Award from The Nevada Fund in 2025. Headcount is stated at 1–10 employees; the 17 musicians operate largely as gigging ensemble members rather than salaried staff.

Name

RENO JAZZ ORCHESTRA

Legal name

Reno Jazz Orchestra

Website

https://renojazzorchestra.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

The Reno Jazz Orchestra is a Reno, Nevada-based 501(c)(3) nonprofit that performs live big band jazz concerts across Northern Nevada and delivers youth jazz education through RYJO, the Discover Jazz Workshop, and school-based mentor programs.

Ownership category

akta.pro rank

Product category

Live Performing Arts (Big Band Jazz)

NAICS

Musical Groups and Artists (71113), Fine Arts Schools (611610), Performing Arts Companies (7111)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)

akta.pro secondary industries

Music Conservatories & Music Colleges (EDAHAJAC), Group Music Classes & Ensembles (Band, Orchestra, Choir) (EDAMANAC)

Keywords

• Live jazz performances
• Big band orchestra
• Youth jazz education
• Performing arts nonprofit
• Music education workshops

Headquarters

HQ city

Reno

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. Ticket Sales: Revenue from concert tickets sold for live performances at various venues across Northern Nevada including Nightingale Concert Hall, Sand Harbor, and Bartley Ranch.
2. Individual Donations: Fans and Partners donations ($10-$499) and Circle of Friends membership ($1,000-$20,000+) providing various benefits including complimentary tickets, backstage access, and private events.
3. Corporate Sponsorships: Corporate sponsorships ranging from Bronze ($1,000-$2,499) to Diamond ($20,000+), offering promotional benefits, VIP experiences, and recognition at concerts.
4. Education Programs: Fees for Discover Jazz Workshop ($130 early bird or $20/session), RYJO season fees ($400), and audition fees ($10).
5. Legacy Society Bequests: Estate planning gifts and planned giving programs including specific, residual, and contingent bequests.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Reno Jazz Orchestra is a 17-piece contemporary big band that delivers live jazz concerts across Northern Nevada, complemented by a portfolio of youth jazz education programs including the Reno Youth Jazz Orchestra (RYJO), Discover Jazz Workshop, Mentor Program, Jazz in the Schools, private lessons, and specialty ensembles. The organization sells concert tickets, accepts individual and corporate donations and sponsorships, charges fees for education programs, and solicits planned gifts through its Legacy Society.

Product overview

The Reno Jazz Orchestra operates as a nonprofit performing arts organization offering a portfolio of live performance products and youth music education programs. The core offering is the 17-piece Reno Jazz Orchestra (RJO) big band, which performs concerts throughout Northern Nevada. The organization extends its mission through the youth-focused Reno Youth Jazz Orchestra (RYJO) program comprising two skill-tiered ensembles, the Discover Jazz Workshop for student instruction, and the Mentor Program providing in-school support. Additional offerings include the GEMS Jazz Combo and Sapphire Jazz Ensemble for specialized populations. The organization also offers membership, sponsorship, and planned giving programs as fundraising mechanisms rather than technology products. This is a performing arts nonprofit, not a technology product company, and therefore has no API, AI capabilities, or traditional product integrations.

Differentiator

Problem solved

Functional benefit

Brands

• Reno Youth Jazz Orchestra (RYJO): Youth jazz education program and ensemble for young musicians in the Reno-Sparks-Carson-Tahoe communities
• GEMS Jazz Combo
• Sapphire Jazz Ensemble

Products and services

• Reno Jazz Orchestra (RJO) Big Band Performances

Quantifiable outcome

• Musicians have backed legends like Frank Sinatra, Sammy Davis Jr., and Elvis Presley

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

Partnerships

Three partnerships are on record, tiered minor and core.

• The Nevada FundminorOthersThe Nevada Fund awarded the Reno Jazz Orchestra with the 100% Giving Board Award for 2025, recognizing the board's commitment to the organization's mission through time, expertise, and financial contributions.
• Note-Able Music Therapy ServicescoreOthersNote-Able Music Therapy Services provides the venue for the Discover Jazz Workshop at their location on 2590 Orovada Street, Reno. This partnership enables the workshop program's eight-week sessions and performances.
• University of Nevada, RenocoreStrategic or Co-development PartnerThe Nightingale Concert Hall at UNR serves as a primary performance venue for the RJO, hosting major concerts and special events including the Al Jarreau Project performance.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Columbus Jazz Orchestra: A 17-piece resident big band jazz orchestra within the Jazz Arts Group, operating as a nonprofit in Columbus, Ohio. Directly comparable as a community-based big band jazz ensemble delivering concerts and youth education programs through a nonprofit funding model.
• Mingus Big Band: A New York-based big band ensemble dedicated to performing the music of Charles Mingus. Comparable as a similarly sized professional big band operating with a nonprofit orientation and educational outreach within the jazz community.
• Seattle Repertory Jazz Orchestra: A nonprofit 17-piece jazz big band orchestra based in Seattle that delivers concert seasons and supports jazz education. Directly comparable in ensemble size, nonprofit structure, and dual mission of performance and education.
• Birdland Big Band: A New York-based professional big band performing regularly at the Birdland jazz club. Comparable as a working big band ensemble of professional jazz musicians, though structured around a commercial venue rather than a nonprofit community model.

Broad incumbents

• SFJAZZ: A leading nonprofit jazz presenting organization in San Francisco offering concerts, festivals, and education programs. Overlaps with RJO on big band performances, youth education, and community programming, though at significantly larger scale and geographic footprint.
• Monterey Jazz Festival: A long-running nonprofit jazz festival and education organization on the California coast. Comparable as a California-based nonprofit combining jazz performance with a strong education mission, though delivered via a festival format rather than a resident ensemble.
• Smithsonian Jazz: The jazz programming arm of the Smithsonian Institution, producing concerts, educational programs, and oral histories. Comparable as a jazz-focused nonprofit combining public performance with educational programming, though operating at federal-institutional scale.
• Jazz at Lincoln Center: A major nonprofit jazz organization operating the Jazz at Lincoln Center Orchestra and education programs nationally. Comparable mission and programming model, but operates at much larger scale with national reach and a dedicated venue.

Others

• Berklee College of Music: A leading music education institution with strong jazz and contemporary performance programs. Comparable mission overlap with RJO's education outreach (RYJO, Discover Jazz Workshop) and serves as a feeder for top-tier jazz talent.
• Note-Able Music Therapy Services: A Reno-based nonprofit providing music therapy and adaptive music lessons, sharing RJO's headquarters address and hosting the Discover Jazz Workshop. Functionally a venue partner and adjacent community music nonprofit in the same Reno ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/renojazzorchestra
• YouTubeyoutube.com/channel/UCAhe6twFSi_NJB1ejVPX1uQ
• Facebookfacebook.com/pages/Reno-Jazz-Orchestra/154924117886821
• LinkedInlinkedin.com/company/reno-jazz-orchestra
• Instagraminstagram.com/renojazzorchestra
• TikToktiktok.com/@renojazzorchestra

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 RENO JAZZ ORCHESTRA