Pro Coro Canada
Pro Coro Canada is a non-profit professional chamber choir based in Edmonton that fields 24 singers performing classical and contemporary choral works, presenting seasonal concerts, national tours, and educational programs for Canadian audiences and music patrons.
- Company typePrivate
- Founded1984
- HeadquartersEdmonton, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Pro Coro Canada does
Pro Coro Canada (legally Pro Coro Society - Edmonton) is a Canadian non-profit professional chamber choir founded in 1981 and headquartered at 309 Birks Building, 10113 – 104 Street NW, Edmonton, Alberta, on Treaty 6 Territory. The organization fields 24 professional singers capable of performing intricate, up to 24-part vocal harmonies across classical and contemporary repertoire, led by conductor Michael Zaugg. It presents seasonal concert series, special events, and national tours (with an Ontario tour planned for July 16-25, 2026, covering Ottawa, Toronto, Owen Sound, and Elora), while also operating ProCoroTV, an on-demand digital video library of concert recordings, educational content, and members-only vocal part practice videos. The organization is the registered Canadian charity 119104867 RR0001 and pursues educational outreach alongside youth and community choir collaborations.
The business model is event-driven and diversified across six revenue streams: ticket sales (single concerts via Ticket Tailor or at the door), annual season subscriptions (with make-up ticket benefits), donations and endowment contributions (including the "Sing into Spring" campaign), $10/year society memberships (granting voting rights from July 1 to June 30), merchandise sales, and corporate/individual sponsorships. Distribution is omnichannel: online via Ticket Tailor and the organization's website, phone orders, in-person box office at venues (cash, VISA, MasterCard, American Express, debit), and mailed paper tickets for season subscribers. Pricing varies by advance vs. door purchase, with student rates for children 3-14 and students 14+ with valid ID, group rates for 10+ tickets, and a $2.50 exchange fee.
Go-to-market is a hybrid of organic digital marketing (website, social media @procorocanada, weekly Tuesday email newsletter), live concert events, and partnerships with Canadian venues (All Saints' Anglican Cathedral, Westbury Theatre, McDougall United Church, St Basil's Cultural Centre). The customer base consists of concert audiences and music enthusiasts in a horizontal segment spanning dedicated classical patrons to casual attendees, with no named enterprise or institutional anchor customers. The 2026 JUNO Award for Classical Album of the Year (Large Ensemble), won for the Benedict Sheehan: Ukrainian War Requiem recording released with Axios Men's Ensemble, Cappella Records, and Soundmirror, Inc., marks the organization's first JUNO win and elevates its national brand profile.
Pro Coro Canada firmographics
Firmographics- Name
- Pro Coro Canada
- Legal name
- Pro Coro Society - Edmonton
- Website
- https://procoro.ca
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pro Coro Canada is a non-profit professional chamber choir based in Edmonton that fields 24 singers performing classical and contemporary choral works, presenting seasonal concerts, national tours, and educational programs for Canadian audiences and music patrons.
- Ownership category
- akta.pro rank
Pro Coro Canada industry classification
Industry- Product category
- Performing Arts / Choral Music
- NAICS
- Musical Groups and Artists (71113), Musical Groups and Artists (711130)
- akta.pro primary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
Keywords
Where Pro Coro Canada is headquartered
LocationHeadquarters
- HQ city
- Edmonton
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Pro Coro Canada business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Ticket Sales: Single concert tickets sold in advance through Ticket Tailor platform or at the door, with varying prices for advance versus door purchases. Student tickets available for children aged 3-14 and students 14+ with valid ID.
- Season Subscriptions: Season subscription passes offering access to multiple concerts throughout the season, with benefits including one free make-up ticket for first missed performance.
- Donations and Fundraising: Donations through 'Sing into Spring' campaign and general support programs, including endowment funds. Tax receipts issued for donations of $20 or more.
- Society Membership: Voting membership in the Pro Coro Society - Edmonton available for $10 annually (valid July 1 through June 30).
- Merchandise Sales: Sale of branded merchandise through the organization.
- Sponsorships: Corporate and individual sponsorship opportunities supporting the organization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Single Concert Tickets |
| Subscription | Annual | Season Subscriptions |
| Subscription | Annual | Society Membership |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Pro Coro Canada product offering
Product offeringCore offering
Pro Coro Canada is a professional chamber choir that delivers live choral concerts and national tours featuring 24 professional singers. The organization sells individual concert tickets and season subscriptions, provides digital on-demand content via ProCoroTV, and supports its operations through donations, sponsorships, society memberships, and merchandise sales.
Product overview
Pro Coro Canada operates as a single-entity professional chamber choir organization offering a unified portfolio of live performance products and digital content. The core offering consists of concert season subscriptions and individual performance tickets, supplemented by ProCoroTV (a video library platform providing on-demand access to recorded performances, educational content, and practice resources), society membership with voting rights, merchandise, and seasonal fundraising campaigns. The organization also conducts national tours and hosts special events. The product ecosystem centers on delivering live choral performances and associated digital content to patrons, with revenue generated through ticket sales, subscriptions, donations, and merchandise.
Differentiator
Problem solved
Functional benefit
Products and services
- Concert Tickets Individual performance tickets for Pro Coro Canada's chamber choir concerts, sold online via TicketTailor or at the door, with separate student, group, and door pricing tiers for individual concert-goers.
- Season Subscriptions Annual subscription packages for the full concert season, providing access to all scheduled performances along with complimentary make-up tickets and other benefits for classical music patrons.
- Society Membership Voting membership in the Pro Coro Society - Edmonton priced at $10 per year, valid from July 1 through June 30, granting participation in annual meetings and eligibility for subscribers, choir members, and staff.
- ProCoroTV Video Library On-demand digital video library offering recorded performances, concert highlights, Canadian composer features, and educational content, with members-only access to certain videos including vocal part practice content.
- Merchandise Official Pro Coro Canada branded merchandise available for purchase through the organization's website to support its operations and brand visibility.
- Special Events Ticketed access to special events beyond regular concert programming, including open rehearsals and other unique performances for patrons seeking closer engagement with the choir and guest artists.
- Tour to Ontario 2026 National tour package presenting Pro Coro Canada's chamber choir performances across Ontario venues including Ottawa, Toronto, Owen Sound, and Elora from July 16-25, 2026.
Companies that use Pro Coro Canada
Customer profileSegments1 record
Ideal customer profiles3 records
Pro Coro Canada technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pro Coro Canada partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Axios Men's EnsemblecoreAll-male chorus founded in 2003 under Boris Derow direction, dedicated to Eastern sacred music. Collaborated with Pro Coro Canada on Benedict Sheehan: Ukrainian War Requiem, performing together as key performers on the JUNO Award-winning recording.
- Cappella RecordscoreRecord label that released Benedict Sheehan: Ukrainian War Requiem by Pro Coro Canada and Axios Men's Ensemble, distributed through streaming and physical purchase platforms.
- Soundmirror, Inc.coreRecording company responsible for audio recording of the Benedict Sheehan: Ukrainian War Requiem that won the 2026 JUNO Award.
- Various Canadian VenuesminorPartnerships with venues across Canada including All Saints' Anglican Cathedral, Westbury Theatre, McDougall United Church, and St Basil's Cultural Centre for concert performances and national touring engagements.
- Edmonton Youth Choir and Community ChoirsminorCollaborations with youth and community choirs for combined performances, educational outreach, and emerging artist development programs.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Pro Coro Canada competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
Pro Coro Canada social profiles
Digital presencePro Coro Canada financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pro Coro Canada leadership team
Management profileNumber of profiles
Profiles1 record
Pro Coro Canada funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pro Coro Canada M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pro Coro Canada
What does Pro Coro Canada do?
Pro Coro Canada is a professional chamber choir that delivers live choral concerts and national tours featuring 24 professional singers. The organization sells individual concert tickets and season subscriptions, provides digital on-demand content via ProCoroTV, and supports its operations through donations, sponsorships, society memberships, and merchandise sales.
Is Pro Coro Canada a public or private company?
Pro Coro Canada is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Pro Coro Canada founded?
Pro Coro Canada was founded in 1984. It employs 1 to 10 people.
Where is Pro Coro Canada based?
Pro Coro Canada is headquartered in Edmonton, Canada, in the North America region.
How does Pro Coro Canada make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are season Subscriptions, donations and Fundraising, society Membership, merchandise Sales and sponsorships.
Does Pro Coro Canada have an API?
No public API is recorded for Pro Coro Canada.
What industry is Pro Coro Canada in?
Pro Coro Canada's product category is Performing Arts / Choral Music. Its primary akta.pro industry code is MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking). Its NAICS code is 71113.