SIERRA MADRE PLAYHOUSE

What SIERRA MADRE PLAYHOUSE does

Sierra Madre Playhouse is a 501(c)(3) nonprofit performing arts center housed in a 99-seat historic theater at 87 W Sierra Madre Blvd in Sierra Madre, California, operating continuously since its 1924 founding as a silent cinema with live musical accompaniment. The organization transitioned to a professional producing theater in the early 2010s and, under Artistic and Executive Director Matt Cook (appointed September 2023), pivoted in 2023 into a multi-disciplinary performing arts center presenting theater, music, dance, film, comedy, and family programming across 140-165+ performances annually, with dedicated programming strands for South Asian, API, and Hispanic artists through partnerships such as East West Players, Leela Dance Collective, Street Symphony, Wild Up, and Versa-Style Street Dance Company.

The venue monetizes through four primary revenue streams: individual ticket sales via the Arts People ticketing platform; recurring memberships starting at approximately $25 per month offering unlimited performance access; donations and grants, including a landmark $450,000 General Operating Support Grant from the Perenchio Foundation in 2024 (the largest single grant in the organization's history); and the AKT Academy youth educational program offering summer acting sessions ($775) and Youth Onstage musical theater classes ($600). The audience base spans general performing arts attendees across Sierra Madre, Pasadena, Altadena, Arcadia, and Greater Los Angeles, supplemented by Asian American community programming through the in-house Asian American Cultural Alliance (AACA) committee and youth education families.

Operational infrastructure is intentionally lean (1-10 employees, small full-time staff including Production, Technical, and Audience Engagement roles supplemented by outsourced accounting via Jitasa), with technology centered on Arts People ticketing, Neon CRM for email list and volunteer management, and standard social media channels (Facebook, Instagram, YouTube, X). The Playhouse celebrated its centennial in 2024, was designated a City of Sierra Madre Historic Landmark that year, and was named Sierra Madre Business of the Year in 2026.

Name

SIERRA MADRE PLAYHOUSE

Legal name

Sierra Madre Playhouse

Website

https://sierramadreplayhouse.org

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

1–10 employees

Short description

Sierra Madre Playhouse is a 501(c)(3) nonprofit operating a 99-seat historic theater in Sierra Madre, California, presenting theater, music, dance, film, comedy, and family programming across 140+ shows annually, funded by ticket sales, memberships, donations and grants, and youth academy fees.

Ownership category

akta.pro rank

Product category

Performing Arts

NAICS

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

SIC

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

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB), Theater, Musicals & Performing Arts (THAJAFAB), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Dance Performances (THAJAFAD)

Keywords

• Live theater performances
• Performing arts center
• Youth theater education
• Music and dance
• Community theater

Headquarters

HQ city

Sierra Madre

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, Others

Revenue model

1. Ticket Sales: Revenue generated from individual ticket sales for performances across all genres including music, dance, theatre, comedy, film, and family programming. Tickets are sold through the venue's website using the Arts People ticketing platform.
2. Memberships: Monthly and annual membership programs offering unlimited access to performances. Memberships start at approximately $25 per person per month, providing recurring subscription revenue with benefits including priority access and discounts.
3. Donations and Grants: Nonprofit funding from individual donors, corporate sponsors, and foundation grants including a $450,000 General Operating Support Grant from the Perenchio Foundation in 2024.
4. AKT Academy Educational Programs: Revenue from youth acting and musical theatre workshops including summer sessions ($775 per session) and Youth Onstage musical theater classes ($600).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Sierra Madre Playhouse is a 99-seat nonprofit performing arts center presenting live theater, music, dance, film, comedy, and family programming with 165+ shows annually. The organization also operates the AKT Academy, a youth theater education program, and pursues culturally diverse programming spanning Asian American, Hispanic, and South Asian artistic traditions. Revenue comes from ticket sales, memberships, donations, grants, and educational program fees.

Product overview

Sierra Madre Playhouse is a 99-seat historic performing arts center offering a diverse portfolio of live performances and educational programs. The venue presents theater productions, music concerts (classical, jazz, world, and contemporary), dance performances, film screenings with live accompaniment, comedy shows, author readings, and family programming. The institution operates the AKT Academy for youth theatrical education and offers membership subscriptions for patron access. With over 165 shows per season across music, dance, jazz, theater, comedy, film, and family programming, the playhouse serves as a multi-disciplinary cultural hub celebrating diverse artistic traditions including dedicated programming for South Asian, API (Asian Pacific Islander), and Hispanic artists. The venue is located at 87 W Sierra Madre Blvd, Sierra Madre, CA 91024.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Theater Productions Mainstage theatrical productions staged in the 99-seat intimate venue for general audiences, including culturally diverse programming spanning Asian American, Hispanic, and South Asian artistic traditions.
• Music Concerts and Jazz Series Live music performances presented at the Playhouse, including a recurring Jazz Series for general audiences.
• Dance Performances Live dance performances presented at the theater for general audiences.
• Film Screenings Film screenings presented at the theater for general audiences.
• Comedy Shows Live comedy performances presented at the theater for general audiences.
• Family Programming Family-oriented theatrical performances and entertainment geared toward children and family audiences.
• AKT Academy Youth Theater Education Youth theater education program offering performing arts training and classes for children and young people, fostering the next generation of performers and audiences.

Quantifiable outcome

• Earned multiple Ovation Awards, NAACP Awards, and LA Times Critics' Choice honors
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Bob Baker Marionette TheatercoreStrategic or Co-development PartnerNotable creative partnership bringing puppet theater performances to Sierra Madre Playhouse, expanding family programming offerings.
• Wild UpcoreStrategic or Co-development PartnerPartnership with the acclaimed new music ensemble for innovative musical performances and artistic collaboration.
• Street SymphonycoreStrategic or Co-development PartnerPartnership with Street Symphony, a community of musicians creating connection for people in reentry from homelessness, addiction and incarceration in Los Angeles, founded by MacArthur Fellow Vijay Gupta.
• East West PlayerscoreStrategic or Co-development PartnerPartnership with the nation's premier Asian American theater organization, fostering diversity in programming and cultural representation.
• Silents SynchedminorStrategic or Co-development PartnerPartnership for silent film programming with live musical accompaniment, supporting the playhouse's centennial celebration of silent cinema.
• Leela Dance CollectivecoreStrategic or Co-development PartnerPartnership with Leela Dance Collective, co-founded by Rukhmani Mehta, for presenting Kathak dance performances including 'Sandhi' featuring Rukhmani Mehta.
• Versa-Style Street Dance CompanyminorStrategic or Co-development PartnerPartnership with the Los Angeles-based Hip Hop and street dance ensemble for electrifying dance performances. Versa-Style is a 501(c)(3) nonprofit recognized as 'Los Angeles' Best Dance Troupe for Hip Hop Empowerment' by LA Weekly.
• Asian American Cultural Alliance (AACA)coreStrategic or Co-development PartnerInternal committee focused on fostering and promoting Asian American cultural activities and representation within the theater, chaired by John Gong with Board Advisor role.
• Brightwork newmusicminorStrategic or Co-development PartnerPartnership with Brightwork Ensemble for new music performances including 'New Music Game Night!' collaboration with People Inside Electronics.
• People Inside ElectronicsminorStrategic or Co-development PartnerCollaboration with People Inside Electronics for innovative new music programming featuring audience participation.
• The 6th ActminorStrategic or Co-development PartnerProduction company bringing 'Outside Mullingar' to Sierra Madre Playhouse, led by co-artistic directors Liza Seneca and Matthew Leavitt.
• Will & CompanyminorStrategic or Co-development PartnerTheater company presenting 'A Christmas Carol' adapted from Charles Dickens, featuring ensemble performances with professional actors and young people.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Regional players

• TheatreWorks Silicon Valley: Tony Award-nominated nonprofit professional theater in Palo Alto producing plays, musicals, and new works. Regional peer with a comparable nonprofit producing model, though significantly larger in scale and budget than Sierra Madre Playhouse.
• South Coast Repertory: Tony Award-winning nonprofit professional theater in Costa Mesa producing a season of plays and new works. SoCal regional peer with comparable nonprofit producing model and donor-supported operating budget, though larger in scale and venue footprint than Sierra Madre Playhouse.

Direct peers

• Bootleg Theater: Intimate nonprofit venue in Los Angeles presenting theater, music, dance, and performance art. Comparable to Sierra Madre Playhouse in scale (small staff, intimate space), nonprofit status, and multi-genre presenting model with an emphasis on emerging and culturally diverse artists.
• Fountain Theatre: Intimate nonprofit theater in Los Angeles producing a season of plays with a focus on social justice, diversity, and community engagement. Comparable to Sierra Madre Playhouse in scale (small staff, intimate venue, mission-driven nonprofit model) and cultural-diversity positioning.
• La MaMa Experimental Theatre Club: Historic nonprofit off-off-Broadway theater in New York presenting experimental theater, dance, music, and multi-disciplinary work. Comparable to Sierra Madre Playhouse in intimate scale, nonprofit status, multi-genre presenting model, and cultural-diversity/community-focused programming ethos.
• East West Players: The nation's premier Asian American theater producing plays and musicals in Los Angeles. Direct cultural-programming peer to Sierra Madre Playhouse's API and AACA programming, and an active programming partner; both serve overlapping Asian American audiences in SoCal.
• Pasadena Playhouse: Historic nonprofit theater in Pasadena producing a season of plays, musicals, and educational programming. Closely comparable to Sierra Madre Playhouse as a regional SoCal nonprofit theater with a similar community-focused, multi-genre presenting model and overlapping donor/audience base in the San Gabriel Valley.

Broad incumbents

• The Broad Stage: Performing arts presenter at Santa Monica College presenting music, dance, theater, and family programming in an intimate venue. Comparable multi-genre presenting model and ticketed live-entertainment focus, though with a larger operating budget and broader institutional backing.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/S_M_Playhouse
• YouTubeyoutube.com/channel/UC8KvxH6n3Sgb8rDVrk1vk-Q
• Facebookfacebook.com/SierraMadrePlayhouse
• Instagraminstagram.com/sierra.madre.playhouse
• LinkedInlinkedin.com/company/sierra-madre-playhouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 SIERRA MADRE PLAYHOUSE