Merced Theatre

What Merced Theatre does

Merced Theatre, formally the Art Kamangar Center at The Merced Theatre, is a 501(c)(3) nonprofit performing arts venue in Merced, California. Originally opened on October 31, 1931 as a 1,645-seat motion picture palace designed by the Reid Brothers, the venue closed and was restored over more than a decade by the Merced Theatre Foundation (formed 1998) and the City of Merced Redevelopment Agency (building owner since 2002), reopening on April 21, 2012 with a current capacity of 1,185 seats. The Foundation leases the building and operates a horizontal programming model serving the general public, Central Valley regional visitors, wedding parties, film/production companies, and K-12 educational institutions.

The core product is the physical historic venue itself, augmented by a third-party ticketing platform (accesso ShoWare) supporting online seat selection and a $3 per-ticket processing fee, plus an in-person and phone box office. Supporting offerings include wedding venue hosting, filming location rentals with production-truck parking and green rooms, full-scale event production rentals with technical equipment, and educational performances. The Foundation layers on a six-tier annual membership program (Opening Act $50 through Producer $2,000+), general tax-deductible donations, corporate event sponsorships from $500, and Pick a Brick/Take a Seat commemorative giving campaigns.

Revenue mechanics are diversified across ticket sales (transaction-based with per-ticket fee), annual subscriptions (memberships), donations and sponsorships (gift/contribution model), and venue rentals (transaction-based). Distribution is regional, executed through the venue's own e-commerce storefront, organic social channels (Facebook, Twitter, Instagram), a quarterly newsletter, and direct sales via the box office. Marketing, ticketing, and operations run on third-party SaaS (Wix site, accesso ShoWare) rather than proprietary technology, and there is no disclosed AI/ML capability.

Name

Merced Theatre

Legal name

Merced Theatre Foundation

Website

https://mercedtheatre.org

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Merced Theatre is a 501(c)(3) nonprofit that operates a restored 1,185-seat historic performing arts venue in Merced, California, serving the general public, Central Valley community, weddings, film productions, and schools with live events, movies, rentals, memberships, and donations.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Arts, Entertainment, and Recreation (71)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Motion Picture Theaters (7830)

akta.pro primary industry

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

akta.pro secondary industries

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Live event venue
• Performing arts center
• Historic theatre rentals
• Community entertainment
• Wedding and film venue

Headquarters

HQ city

Merced

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

Revenue model

1. Ticket Sales: Theatre sells tickets to events including movies, concerts, comedy, dance performances, and special events. Online purchases include a $3 processing fee per ticket.
2. Membership Program: Annual membership program with multiple tiers ranging from $50 to $2,000+ annually. Members receive benefits including early access to tickets, newsletters, recognition, and free mailing of tickets at higher tiers.
3. Donations: The Merced Theatre Foundation is a 501(c)(3) not-for-profit organization that accepts donations to support theatre operations, preservation, and ongoing maintenance.
4. Venue Rentals: The theatre generates revenue from renting the venue for weddings, meetings, full-scale productions, and filming. The nearly 100-year-old facility features restored architecture, modern technology, green rooms, and a large parking lot.
5. Event Sponsorships: Corporate sponsorships for events starting at $500, providing tax-deductible benefits to sponsors.
6. Brick and Seat Campaigns: Memorial brick purchases for sidewalk (4x8 inch for $150, 8x8 inch for $250) and brass nameplates on theatre seats to support ongoing operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Merced Theatre runs a restored 1,185-seat 1931 historic venue in Merced, California, presenting live concerts, movies, comedy, ballet, and educational performances for the community. It also rents the venue for weddings, corporate events, theatrical productions, and film shoots, and supports operations through annual memberships and 501(c)(3) tax-deductible donations.

Product overview

The Art Kamangar Center at The Merced Theatre is a historic 1,185-seat live event venue (originally opened 1931) offering a unified entertainment platform centered on its restored theater facility. The core offering comprises live performances, concerts, theatrical productions, and movie screenings. Supporting services include the accesso ShoWare-powered ticketing system for online seat selection, event production rentals with technical equipment, wedding venue hosting, filming location services, and educational performances for schools. The venue also operates a membership program with six tier levels and accepts tax-deductible donations through its 501(c)(3) Merced Theatre Foundation, supplemented by commemorative brick and seat naming campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• The Art Kamangar Center at The Merced Theatre (venue and live event programming) Historic 1,185-seat live event venue in downtown Merced offering concerts, movies, comedy shows, ballet, sing-alongs, and special events to the community and visitors.
• accesso ShoWare online ticketing and seat-selection service Online ticket purchasing platform for Merced Theatre events featuring select-your-own-seat functionality, account management, and a $3 per-ticket online processing fee.
• Wedding venue rental Wedding ceremony, reception, and rehearsal hosting service offering the historic 1931 theatre with customizable event packages for couples and wedding planners.
• Event production rentals Full-scale venue rental service for concerts, meetings, theatrical productions, and corporate events including lighting, sound, green rooms, staffing, and technical support.
• Filming location services Film and video production location rental offering the restored 1931 Spanish Courtyard theatre setting, large parking for production trucks, modern green rooms, and on-site technical staff.
• Educational performances and school-day shows School-day theatrical programming for K-12 students such as Disney's Frozen Jr., offered at a $3 per-student admission to support arts education in Merced and the Central Valley.
• Merced Theatre Foundation annual membership program Annual membership program with six tiers (Opening Act, Cast Member, Conductor, Headliner, Director, Producer) priced $50 to $2,000+ granting benefits such as advance show notice, early ticket access, recognition, newsletters, and exclusive perks.
• Merced Theatre Foundation General Fund donations Tax-deductible 501(c)(3) donation program supporting the preservation, restoration, and ongoing operations of the historic Merced Theatre.
• Pick a Brick and Take a Seat commemorative campaigns Memorial brick ($150 for 4x8 inch, $250 for 8x8 inch installed on Martin Luther King Jr Way sidewalk) and brass theatre seat nameplate campaigns that raise operating funds for the theatre.

Named customers15 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

Integration1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• The Preservation Big Band and The Merced SymphonyminorOthers · 1 January 2012Performed at the nearly sold-out Gala performance celebrating the reopening of The Art Kamangar Center at The Merced Theatre on April 21, 2012.
• City of Merced Redevelopment AgencycoreOthers · 1 January 2002In 2002, the City of Merced Redevelopment Agency purchased the Theatre Building. The Merced Theatre Foundation has leased the Theatre from the City and is responsible for day-to-day operations. This partnership enabled the restoration and reopening of the historic venue.
• accesso ShoWarecoreTechnology or Integrationaccesso ShoWare is the ticketing system provider for Merced Theatre, enabling online ticket sales, membership sign-ups, and donations. The platform offers seat selection rather than random assignment, with $3 processing fees per online ticket going toward system costs and theatre maintenance.
• Fishbowl PhotographyminorOthersFishbowl Photography provided the virtual tour of the Art Kamangar Center at The Merced Theatre, helping showcase the venue to potential renters and event attendees.
• Shannon ParcademinorOthersShared parking partner located on M & 18th Street, available for theatre patrons in addition to the theatre's own lot and Main Street parking.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Saroyan Theatre: 2,625-seat performing arts venue at the Fresno Convention & Entertainment Center; similar in hosting touring concerts, Broadway productions, and comedy with comparable Central Valley audience draw and ticketed programming model.
• Tower Theatre (Fresno): Historic 1939 theater in Fresno's Tower Theatre District hosting concerts, comedy, film, and private events — closely comparable to Merced Theatre in era, regional market, and event mix.
• Bankhead Theater: 400-seat performing arts venue in Livermore, CA, operated by a nonprofit presenting concerts, theater, dance, and education — comparable as a community-focused presenting house with diversified ticketing, rental, and donor revenue.
• State Theatre (Modesto): 1934 historic theater in Modesto, CA, hosting live music, film screenings, comedy, and private events — directly comparable as a Central Valley heritage venue with ticketed shows and event rentals.
• Gallo Center for the Arts: A 1,250-seat performing arts center in Modesto, CA, comparable to Merced Theatre in scale, regional positioning in California's Central Valley, and multi-event programming spanning concerts, comedy, dance, and theatrical productions.
• Warnors Theatre: Historic 1928 theater in Fresno, CA, restored into a live event venue for concerts, films, comedy, and private events — directly comparable as a legacy Central Valley performing arts venue with nonprofit operations and mixed ticketed/rental revenue.
• Grand Theatre Center for the Arts: City-owned performing arts venue in Tracy, CA, hosting concerts, theater, dance, and educational programming — directly comparable in municipal-partnership operations model and mid-size community programming.
• Fox Theatre (Visalia): Restored 1930 movie palace in Visalia, CA, repurposed for live concerts, films, weddings, and community events — a near-direct analog as a heritage theater operating ticketed programming and rental services in the Central Valley.

Broad incumbents

• Live Nation Theatrical / Venues: Largest global promoter and operator of theaters, concert halls, and amphitheaters; compares to Merced Theatre as a venue operator/presenter of touring live entertainment, but at vastly larger scale and as part of a multi-venue portfolio.
• ASM Global: World's largest venue management and event services company operating convention centers, theaters, and arenas — comparable to Merced Theatre's facility management and event hosting model but at enterprise scale across hundreds of properties.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/mercedtheatre
• Facebookfacebook.com/MercedTheatre
• Instagraminstagram.com/mercedtheatre
• LinkedInlinkedin.com/company/merced-theatre-foundation-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Merced Theatre