Sierra Repertory Theatre, Incorporated

What Sierra Repertory Theatre, Incorporated does

Sierra Repertory Theatre (Sierra Rep / SRT) is a registered not-for-profit professional theatre company founded in 1980 in Sonora, California. It operates under contract with Actors' Equity Association and runs two venues: the East Sonora Theatre (a converted 99-seat tin warehouse on Mono Way) and the Historic Fallon House Theatre in Columbia State Historic Park. The organization produces a year-round repertory season of plays, musicals, tribute concerts, and cabarets, supplemented by an educational division (SRT Jr youth workshops for ages 7-17) and a free touring school program (SRT in Schools) that serves Tuolumne, Stanislaus, and Calaveras county schools.

The company's core product is live theatrical performance, supported by a Salesforce-based online ticketing platform and CourseStorm for workshop enrollment. Its business model is a hybrid of earned and contributed revenue: season subscriptions ($420 Economy / $470 All Access, comprising 10 Flex Tickets), single ticket and group sales (15-30% discounts for groups of 10+), tax-deductible individual donations (500+ donors), tiered corporate sponsorships ($1,000 Champion to $25,000 Season Sponsor), and souvenir program advertising ($300-$900 per placement). Customer segments span regional theatre patrons across a 164-city Northern California megaregion (45,000 ticket buyers, 30,000 annual attendees, 60% traveling an hour or more), seniors, students, educators, military/first responders, and youth through educational programming.

Approximately 25 full-time staff and 100+ contracted artists execute the season, governed by a volunteer Board of Directors under Executive Producer Scott Viets and Artistic Director Jerry Lee. Marketing is driven by direct mail, email, community partnerships, and the corporate sponsor network reaching households with average income over $61,000. The organization carries no parent company, no private equity exposure, and is sustained primarily by community contributions, subscription revenue, and program income rather than capital markets.

Name

Sierra Repertory Theatre, Incorporated

Legal name

Sierra Repertory Theatre, Inc.

Website

https://sierrarep.org

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Sierra Repertory Theatre is a non-profit professional Equity theatre company in California's Sierra foothills, producing plays, musicals, concerts, and youth education programs across two venues for approximately 30,000 patrons annually.

Ownership category

akta.pro rank

Product category

Live Theater / Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industries

Theater, Musicals & Performing Arts (THAJAFAB), Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)

Keywords

• Professional theater productions
• Live performing arts
• Youth theater education
• Season subscriptions
• Community theater programs

Headquarters

HQ city

Sonora

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, Infrastructure

Revenue model

1. Ticket Sales: Revenue from single tickets, season subscriptions, and flex passes. Single tickets subject to $8 handling fee online/phone. Season subscriptions at $470 (All Access) and $420 (Economy).
2. Donations: Tax-deductible donations from individuals supporting professional theatre, youth programs, and school touring productions. Over 500 donors and 1,500 season subscribers support the organization.
3. Corporate Sponsorships: Sponsorship packages ranging from $1,000 (Champion) to $25,000 (Season Sponsor) with benefits including tickets, logo placement, and opening night recognition.
4. Program Advertising: Advertising space in souvenir programs distributed to 45,000 patrons. Quarter page $300, half page $450, full page $700, inside front/back cover $900 per production.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels4 records

Core offering

Sierra Repertory Theatre (SRT) produces and presents live professional theatrical productions across two venues—the East Sonora Theatre and the Historic Fallon House Theatre in Columbia, California. Founded in 1980 as a 501(c)(3) nonprofit, SRT delivers a full season of plays and musicals, educational programs (SRT Jr. and SRT in Schools), season subscriptions, group bookings, and gift cards to roughly 30,000 patrons annually through a company of 25 full-time staff and 100+ contracted artists.

Product overview

Sierra Repertory Theatre operates as a professional performing arts organization with two venues (East Sonora Theatre and Historic Fallon House Theatre) offering live theatrical productions including plays, musicals, tribute concerts, and educational programs. The core product portfolio consists of mainstage theatrical productions (2026 Season), season subscriptions with flex ticket options, gift cards, group bookings, and youth education programs (SRT Jr workshops and SRT in Schools touring productions). Additional services include special discounts, ticket fee structures, corporate sponsorships, and program advertising. The theatre uses Salesforce for ticketing and CourseStorm for workshop enrollment.

Differentiator

Problem solved

Functional benefit

Brands

• SRT Jr: An award-winning educational division providing youth development programs including workshops and workshop productions for young artists ages 7-17.
• SRT in Schools

Products and services

• 2026 Season Annual curated lineup of professional plays and musicals performed live at SRT's two venues for individual ticket buyers and subscribers.
• Season Subscriptions

Quantifiable outcome

• Approximately 30,000 patrons attend performances annually, with 60% traveling an hour or more
• +2 more outcomes

Named customers4 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Nine partnerships are on record, tiered minor.

• Roger Novak (Premier Sponsor)minorOthers · 1 January 2026Premier sponsor level for 2026 season with logo placement and recognition
• SAF (Season Sponsor)minorOthers · 1 January 2026Season sponsor with logo on website and marketing materials
• Micro-Tronics (Season Sponsor)minorOthers · 1 January 2026Season sponsor with logo recognition
• Adventist Health Sonora (Production Sponsor)minorOthers · 1 January 2026Production sponsor that also funds scholarships for SRT Jr programs
• Auto-Tech (Production Sponsor)minorOthers · 1 January 2026Production sponsor
• Union Democrat (Performance Sponsor)minorOthers · 1 January 2026Performance sponsor - local newspaper
• Visit Tuolumne County (Performance Sponsor)minorOthers · 1 January 2026Performance sponsor - regional tourism organization
• Mary Stuart Rogers Foundation (Scholarship Sponsor)minorOthers · 1 January 2026Provides scholarships for SRT Jr educational programs
• Black Oak Casino Resort (Preferred Restaurant Partner)minorOthers · 1 January 2026Seven Sisters restaurant listed as preferred dining partner for theatre patrons

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• North Coast Repertory Theatre: Professional regional theatre in Solana Beach, California operating a subscription season and special programming. Comparable in scale, professional status, and Pacific Coast regional theatre mechanics.
• South Coast Repertory: Professional regional theatre in Costa Mesa, California producing a mainstage season plus youth education programs. Operates under similar subscription and educational outreach mechanics as Sierra Rep.
• Berkeley Repertory Theatre: Tony Award-winning professional regional theatre in the San Francisco Bay Area that draws patrons from across Northern California — overlapping directly with Sierra Rep's catchment geography for Sacramento and Bay Area subscribers.
• Sacramento Theatre Company: Long-standing professional regional theatre serving the Sacramento region with a subscription season model. Overlaps with Sierra Rep's 164-city Northern California megaregion reach and competes for similar subscribers.
• Laguna Playhouse: Professional regional theatre in Laguna Beach, California producing a mainstage season and youth programming. Similar professional non-profit regional theatre structure serving a California catchment.
• Utah Shakespeare Festival: Professional repertory theatre in Cedar City, Utah running a multi-month festival season with Equity contracts. Highly comparable rural-anchor professional theatre model that draws regional tourism audiences.
• B Street Theatre: Professional regional theatre in Sacramento producing mainstage productions plus a youth education program (B Street Family Series and school tours). Directly comparable subscription, education, and touring structure.
• Oregon Shakespeare Festival: Regional repertory theatre in Ashland, Oregon producing a multi-show season of classics and new works with professional (Actors' Equity) casts. Closest analogue to Sierra Rep's rural-anchor professional theatre model with comparable season subscription structure.
• Capital Repertory Theatre: LORT professional regional theatre in Albany, New York operating a subscription season with educational programming. Shares Sierra Rep's small-city professional theatre business model.
• PCPA (Pacific Conservatory of the Performing Arts): Central Coast California professional repertory theatre and conservatory training program. Shares Sierra Rep's Actors' Equity contract structure, regional repertory model, and educational programming through a youth training pipeline.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sierra-repertory-theatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Sierra Repertory Theatre, Incorporated