SecondStory Repertory

What SecondStory Repertory does

SecondStory Repertory is a nonprofit 501(c)(3) producing theater founded in 1998 and operating continuously since opening in October 1999 at Redmond Town Center in Redmond, Washington. The company produces all of its own productions in-house across three programming tracks: mainstage musicals, comedies, and dramas; Theater for Young Audiences (TYA) weekend performances built around adaptations of children's literature; and a teen production program casting performers ages 13-18 in professional-level shows such as Hadestown: Teen Edition. The venue was purpose-built with consultation from founding Artistic Director Stan Gill, and the company runs 150+ performances annually, engaging 200+ Greater Seattle-area artists and artisans per year. There is no proprietary technology platform; operations rely on a Wix-hosted website, Constant Contact email, social channels, and on-site plus online ticketing.

The business model is a hybrid earned-plus-contributed revenue nonprofit. Earned revenue comes primarily from ticket sales (priced at $35 for mainstage and $5 for teen edition productions, inclusive of fees), gift cards, and concessions; contributed revenue comes from individual donations (one-time and monthly tiers at $20, $50, $100, $200, or custom) and corporate sponsorships of individual performances, runs, opening nights, or the full Mainstage Season, with sponsor recognition across print, email, and web channels. Management has stated that ticket sales cover approximately 75% of operating costs, with donations bridging the remaining gap. The 2024 community campaign raised $94,286, eliminating debt and securing a 10-year lease at Redmond Town Center. Customer segments are distributed across general community audiences, families with children, teen performers and their families, and local corporate sponsors, all concentrated in Seattle's Eastside geography.

Name

SecondStory Repertory

Legal name

SecondStory Repertory

Website

https://secondstoryrep.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

SecondStory Repertory is a nonprofit 501(c)(3) producing theater in Redmond, Washington that delivers 150+ live performances annually across mainstage, Theater for Young Audiences, and teen production tracks, serving Seattle's Eastside community through ticket sales, donations, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Live Theater / Performing Arts

NAICS

Theater Companies and Dinner Theaters (711110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Children’s & Youth Theatre (MPAGABAE), Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

Keywords

• Live theater productions
• Young audiences theater
• Teen theater productions
• Musical theater performances
• Community performing arts

Headquarters

HQ city

Redmond

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, Infrastructure

Revenue model

1. Ticket Sales: Revenue from selling tickets to mainstage productions, Theater for Young Audiences shows, and teen productions. Online tickets are priced at $35 for mainstage shows and $5 for teen edition productions. Ticket sales cover approximately 75% of operating costs.
2. Individual Donations: Tax-deductible donations from individuals supporting the theater's operations. The theater successfully raised $94,286 to eliminate debt and secure their lease for the next decade. Recurring donation options are available at $20, $50, $100, and $200 levels.
3. Corporate Sponsorships: Sponsorship opportunities for individual performances, entire runs of shows, opening nights, and Mainstage Season. Sponsors receive name and logo recognition in print programs, season brochures, email newsletters, posters, and on the website.
4. Gift Cards: Sale of gift cards for theater tickets and concessions.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

SecondStory Repertory is a nonprofit producing theater that creates and presents live theatrical performances at its Redmond Town Center venue in Washington. The company produces a year-round season of mainstage musicals, comedies, and dramas (150+ performances annually), Theater for Young Audiences (TYA) weekend children's productions, and teen-only productions for performers ages 13-18.

Product overview

SecondStory Repertory is a live theater company operating as a producing theater at Redmond Town Center in Redmond, Washington. Since opening in October 1999, the company offers a multi-product portfolio consisting of: (1) Mainstage Productions featuring full-scale musicals, comedies, dramas, and special events with over 150 annual performances; (2) Theater for Young Audiences (TYA) productions on weekend afternoons featuring classic children's literature adaptations; (3) Teen Productions for performers ages 13-18; (4) Supporting services including ticket sales, gift cards, donations, sponsorships, volunteer programs, and open auditions. Current productions include Emojiland: The Musical (mainstage) and Hadestown: Teen Edition (teen production), with an archived history of TYA shows dating back to 2013. The company also produces contemporary rock and folk concerts, improvisational comedy, poetry readings, and informal stagings of new works.

Differentiator

Problem solved

Functional benefit

Products and services

• Mainstage Productions Full-scale live theater productions performed at the Redmond Town Center venue, featuring musicals, comedies, dramas, and special events with over 150 performances annually. Targeted at general adult and family audiences.
• Theater for Young Audiences (TYA) Children's theater productions including adaptations of classic stories (e.g., Charlotte's Web, The Runaway Bunny, The Lion the Witch and the Wardrobe) and original musicals performed on weekends for families with children.
• Teen Productions Theater productions specifically cast with performers ages 13-18, including shows like Hadestown: Teen Edition, Urinetown, Into the Woods, and She Loves Me, providing young actors with professional-level staging experience.
• Emojiland: The Musical A mainstage musical production about emojis navigating a software update threat, sponsored by Beth Moursund. Tickets priced at $35 online inclusive of fees.
• Hadestown: Teen Edition A teen production by Anais Mitchell, following two intertwining love stories set in a folk opera about Orpheus and Eurydice's journey to the underworld. Tickets priced at $5 online inclusive of fees. Cast with performers ages 13-18.
• Ticket Sales Online ticket sales for mainstage shows at $35 per ticket (inclusive of fees) with box office hours two hours prior to performances. Ticket sales cover approximately 75% of operating costs.
• Gift Cards Gift cards available for purchase to give theater experiences (tickets and concessions) as gifts to friends and family.
• Corporate Sponsorships Corporate sponsorship packages for individual performances, entire runs of shows, opening nights, and Mainstage Season. Sponsors receive name and logo recognition in print programs, season brochures, email newsletters, posters, and on the website.

Quantifiable outcome

• Successfully eliminated debt and secured 10-year lease through community fundraising campaign
• +2 more outcomes

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

Four partnerships are on record, tiered core, minor and moderate.

• Concord Theatricals Corp.coreOthersLicensing partner for Hadestown: Teen Edition. SecondStory Repertory produces this show under arrangement with Concord Theatricals Corp. (www.concordtheatricals.com), which provides the official licensing rights for the production.
• Showtunes! Theatre CompanyminorOthersMark Chenovick, Managing Artistic Director, previously served on the Board of Directors for Showtunes! Theatre Company from 2006-2009, serving as Development Director/PR Manager and occasional Light Designer.
• Redmond Town CentercoreOthersLandlord and venue partner. SecondStory Repertory is located in Redmond Town Center at 7325 166th AVE NE Suite F250, Redmond, WA 98052. The theater space was built with consulting from Stan Gill during construction - the seventh theater he had a hand in creating during his career.
• Greater Seattle Area Arts OrganizationsmoderateStrategic or Co-development PartnerThe theater collaborates with over 200 artists and artisans from the Greater Seattle area annually, creating a network of creative professionals who participate in SecondStory productions.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Youth Theatre Northwest: Mercer Island, WA youth-focused theater offering classes and productions for young performers. Direct comparable in teen/youth programming serving the Eastside community.
• Taproot Theatre Company: Nonprofit producing theater in Issaquah, WA offering mainstage and touring productions with a strong faith-based community and education program. Closely comparable in regional scope, family-audience focus, and producing model.
• Village Theatre: Regional producing theater in Issaquah, WA, producing mainstage musicals and new works with a similar Eastside/King County footprint. Direct comparable in scale, programming mix, and youth/education programming.
• Seattle Children's Theatre: Long-running Seattle-based nonprofit producing theater specifically for young audiences, with comparable TYA programming and school-outreach programming overlap.
• Studio East: Kirkland, WA nonprofit offering mainstage productions and youth theater education programs. Highly comparable Eastside location, teen/youth programming, and producing theater model.
• Book-It Repertory Theatre: Seattle-based nonprofit producing theater known for literary adaptations, comparable in producing-theater model and Greater Seattle audience base.

Regional players

• Tacoma Little Theatre: Long-running community producing theater in Tacoma, WA with comparable mainstage and youth programming. Serves an adjacent Pacific Northwest market rather than directly competing in the Eastside.

Broad incumbents

• ACT Theatre: Established Seattle contemporary theater producing drama, comedy, and musicals. Overlaps with SecondStory on mainstage drama and comedy programming for Greater Seattle audiences.
• Seattle Repertory Theatre: Largest resident theater in the Pacific Northwest, producing a broad season of plays and musicals. Competes for the same donor base, patrons, and local creative talent in the Seattle market.
• 5th Avenue Theatre: Major Seattle-based nonprofit producing theater of large-scale musicals. Larger and better resourced, but overlaps significantly on musical programming, talent pool, and Greater Seattle audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/secondstoryrep
• Facebookfacebook.com/secondstoryrepertory
• Instagraminstagram.com/secondstoryrep
• LinkedInlinkedin.com/company/secondstory-repertory

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 SecondStory Repertory