Soho Rep
Soho Rep is a New York civic theater that produces ambitious new works by radical theatermakers and supports emerging artists through its Writer Director Lab, Studio program, and Project Number One, while keeping tickets affordable via 99¢ Sundays.
- Company typePrivate
- Founded1990
- HeadquartersWest New York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Soho Rep does
Soho Rep is a 501(c)(3) nonprofit civic theater company headquartered in New York City that produces ambitious, innovative new theatrical works by radical theatermakers. It serves two primary constituencies: New York theater audiences seeking boundary-pushing contemporary work (with affordability engineered via $35 standard tickets, $20 rush tickets, and $0.99 Sunday performances), and a pipeline of playwrights, directors, and performers — alumni include Aleshea Harris, Jackie Sibblies Drury, Branden Jacobs-Jenkins, and Young Jean Lee — who are developed through the 1998-launched Writer Director Lab, the Studio commissioning program (the source of over 80% of productions), and Project Number One (a COVID-era job-creation initiative that prioritizes living wages).
Core products are mainstage productions (The Potluck, Prince Faggot, The Great Privation, Songs of the Living, Watch Me Walk, The Fires) and supporting programs. The organization is recognized with 48 Obie Awards (including 7 in the 24/25 season), a 2019 Pulitzer Prize in Drama for Fairview, and a 2024 Pulitzer Prize Finalist designation for Public Obscenities. Administrative offices are at 401 Broadway, Suite 300, with current performances presented at the Peter Jay Sharp Theater at Playwrights Horizons (416 W 42nd St) under a co-production arrangement.
The business model is a contributed-revenue nonprofit. More than 90% of the annual budget is funded by donations, anchored by foundation grants from the Mellon Foundation, The Shubert Foundation, the New York City Department of Cultural Affairs, the New York State Council on the Arts, and The Scherman Foundation, plus individual giving via the Inner Circle membership ($2,000–$10,000) and the Dot Project recurring gift program ($10–$1,000). Earned revenue includes ticket sales, an annual Spring Fête gala ($500–$30,000 per ticket/table), and an e-commerce shop selling published scripts ($15–$20), The Supplements book series, and branded merchandise. The organization has no disclosed proprietary technology platform and operates with 11–50 staff.
Soho Rep firmographics
Firmographics- Name
- Soho Rep
- Legal name
- Soho Repertory Theatre, Inc.
- Website
- https://sohorep.org
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Soho Rep is a New York civic theater that produces ambitious new works by radical theatermakers and supports emerging artists through its Writer Director Lab, Studio program, and Project Number One, while keeping tickets affordable via 99¢ Sundays.
- Ownership category
- akta.pro rank
Soho Rep industry classification
Industry- Product category
- Off-Broadway Theater / Live Performing Arts
- NAICS
- Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111)
- akta.pro primary industry
- Regional & Repertory Theatre Companies (MPAGABAB)
- akta.pro secondary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
Keywords
Where Soho Rep is headquartered
LocationHeadquarters
- HQ city
- West New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Soho Rep 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: Primary revenue stream from ticket sales for productions. Tickets start at $35, with special 99¢ Sunday performances and $20 rush tickets available.
- Script and Merchandise Sales: The organization operates an e-commerce shop selling play scripts ($15-$20) and merchandise such as tote bags and The Supplements book series.
- Gala Events: Annual Spring Fête gala with ticket and table purchases ranging from $500 to $30,000, directly supporting production costs.
- Donations and Memberships: More than 90% of annual budget comes from donations. Membership programs include Inner Circle ($2,000-$10,000/year) and Dot Project ($10-$1,000 with monthly, quarterly, or annual options).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard performance tickets |
| One time/ perpetual license | Pay-as-you-go | 99¢ Sunday discounted tickets |
| One time/ perpetual license | Pay-as-you-go | Rush tickets |
| Subscription | Annual | Inner Circle membership |
| Subscription | Monthly | Dot Project recurring membership |
| Unit Pricing | Pay-as-you-go | Play scripts |
| Unit Pricing | Pay-as-you-go | Gala tickets and tables |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Soho Rep product offering
Product offeringCore offering
Soho Rep is a civic Off-Broadway theater that develops, commissions, and produces experimental new works by radical theatermakers. The organization produces mainstage productions, commissions new plays through its Studio program (responsible for over 80% of productions), supports playwright development via the Writer Director Lab, and employs artists through Project Number One. Soho Rep sells tickets directly to theatergoers, publishes play scripts, operates a merchandise shop, and runs donor/membership programs to fund operations.
Product overview
Soho Rep is a civic theater that produces ambitious, innovative new works by radical theatermakers. The organization operates as a unified portfolio of theatrical productions and supporting programs. Core offerings include mainstage productions (currently 'The Potluck'), with over 80% of productions commissioned through the Studio program. Supporting programs include the Writer Director Lab (12-month residency for developing theatrical projects) and Project Number One (job creation and living wage initiative). The organization offers accessible ticket pricing through 99¢ Sundays and maintains membership programs (Inner Circle and Dot Project). The shop sells published scripts from their productions, The Supplements book series, and branded merchandise. Productions frequently transfer to other theaters and some have achieved significant recognition including Pulitzer Prizes and Obie Awards.
Differentiator
Problem solved
Functional benefit
Brands
- Project Number One: Job creation program launched in 2020 in response to COVID-19 pandemic, providing ongoing staff positions for artists and prioritizing living wages
- Writer Director Lab
- Studio
- 99 Cent Sundays
- Inner Circle
- The Dot Project
Products and services
- The Potluck World premiere musical about labor organizers murdered in the 1979 Greensboro Massacre, told through the lens of trauma and revolution. Produced by Soho Rep in collaboration with INTAR Theatre and Spirits Go Blah for theatergoing audiences in New York City.
- Songs of the Living Multi-venue music and fellowship event spanning all five boroughs of New York City, performed by Toshi Reagon in collaboration with Wise Reagon Arts. Designed for broad NYC audiences as civic engagement through music.
- Prince Faggot Meta-theatrical tragicomedy by Jordan Tannahill about a queer ensemble imagining a future British heir. Co-produced with Playwrights Horizons and performed at the Peter Jay Sharp Theater; later transferred to Studio Seaview.
- The Great Privation (How to flip ten cents into a dollar)
Quantifiable outcome
- Productions transfer to major venues including MCC Theater (Wolf Play), Theater for a New Audience (Fairview), and have received multiple Pulitzer Prizes and Obie Awards
- +2 more outcomes
Companies that use Soho Rep
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Soho Rep technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Soho Rep partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- INTAR TheatrecoreINTAR Theatre is New York City's oldest Latine theatre company (60+ seasons), partnering with Soho Rep on The Potluck co-production. INTAR's mission focuses on commissioning, developing, and producing bold theater works by Latine artists. Founded in 1966, INTAR has won Obie Awards and supported groundbreaking works by artists including María Irene Fornés and Pulitzer winner Nilo Cruz.
- Civis FoundationcoreCivis Foundation provides Signal Producing Support for The Potluck and is partnering on 'The Hunger Cycle' - a group of three world premiere productions over three seasons. Civis Foundation supports innovative civic and creative projects that recognize human interdependence and uphold responsibility for shared futures.
- Playwrights HorizonscorePlaywrights Horizons is co-producing Prince Faggot with Soho Rep. The Peter Jay Sharp Theater at Playwrights Horizons serves as Soho Rep's temporary venue. The collaboration represents a partnership between two prominent Off-Broadway theaters.
- Ma-Yi Theater CompanyminorMa-Yi Theater Company produced Wolf Play in association with Soho Rep. Ma-Yi is an acclaimed company behind numerous Asian American theater productions and has earned 10 Obie Awards. They are led by Producing Artistic Director Ralph B. Peña.
- The Sol ProjectminorThe Sol Project is a national theater initiative dedicated to producing Latinx playwrights' work. Soho Rep partnered with The Sol Project on Notes on Killing Seven Oversight, Management and Economic Stability Board Members. The Sol Project works with leading theaters around the country to amplify Latinx voices.
- Wise Reagon ArtsminorWise Reagon Arts collaborated with Soho Rep on Songs of the Living, a multi-venue production across all five boroughs of New York City featuring Toshi Reagon.
- Spirits Go BlahminorSpirits Go Blah is a performing arts collective founded in 2024 dedicated to developing the work of composer/playwright César Alvarez and visual artist Emily Orling. They collaborated on The Potluck and provide organizational support including production support and fundraising infrastructure.
- Under the Radar FestivalminorUnder the Radar Festival brings bold, risk-taking theater to New York City. Watch Me Walk was produced in association with the festival, which has operated for over two decades celebrating groundbreaking theater from around the world.
- The Movement Theatre CompanyminorThe Movement Theatre Company partnered with Soho Rep on The Great Privation, co-hosting 'Harlem State of Mind' event celebrating playwright Nia Akilah Robinson's neighborhood. Both organizations champion bold new work.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Soho Rep competitors and assessment
Company assessmentBroad incumbents
- Steppenwolf Theatre Company: Larger Tony-winning nonprofit with a comparable artist-ensemble new-work ethos, but at meaningfully greater scale and Chicago-based.
- Berkeley Repertory Theatre: L Tony-winning regional nonprofit theater and past transfer destination for Soho Rep productions, comparable artistic ambitions but with significantly larger budget and California base.
Direct peers
- New York Theatre Workshop: Off-Broadway nonprofit theater producing ambitious new works in NYC with a comparable artist-driven development model, making it the closest like-for-like comp to Soho Rep.
- MCC Theater: Off-Broadway nonprofit developing and producing bold new work, including the transfer destination for Soho Rep's Wolf Play.
- Signature Theatre: New York nonprofit theater dedicated to producing new work and residencies with living dramatists, structurally analogous to Soho Rep's Studio commissioning model.
- Atlantic Theater Company: Off-Broadway nonprofit producing new plays with an in-house playwright development program, comparable scale and mission to Soho Rep.
- Playwrights Horizons: Off-Broadway nonprofit committed to developing and premiering new American plays; current venue host to Soho Rep and direct co-production partner on Prince Faggot.
- INTAR Theatre: NYC's oldest Latine theater company, co-producing partner with Soho Rep on The Potluck; directly comparable small-scale Off-Broadway nonprofit producer.
- Second Stage Theater: Off-Broadway and Broadway nonprofit producing premieres and new work, similar artist-development focus and NYC-only footprint.
Emerging players
- Ma-Yi Theater Company: Off-Broadway Asian American theater company and co-producer of Wolf Play; niche identity-overlap with Soho Rep's culturally specific commissioning work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Soho Rep social profiles
Digital presenceSoho Rep financial estimates
Financial estimateRevenue estimate
Valuation estimate
Soho Rep leadership team
Management profileNumber of profiles
Profiles7 records
Soho Rep funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Soho Rep 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 Soho Rep
What does Soho Rep do?
Soho Rep is a civic Off-Broadway theater that develops, commissions, and produces experimental new works by radical theatermakers. The organization produces mainstage productions, commissions new plays through its Studio program (responsible for over 80% of productions), supports playwright development via the Writer Director Lab, and employs artists through Project Number One. Soho Rep sells tickets directly to theatergoers, publishes play scripts, operates a merchandise shop, and runs donor/membership programs to fund operations.
Is Soho Rep a public or private company?
Soho Rep is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Soho Rep founded?
Soho Rep was founded in 1990. It employs 11 to 50 people.
Where is Soho Rep based?
Soho Rep is headquartered in West New York, United States, in the North America region.
How does Soho Rep make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are script and Merchandise Sales, gala Events and donations and Memberships.
Who are Soho Rep's main competitors?
Broad incumbents on record are Steppenwolf Theatre Company and Berkeley Repertory Theatre. Direct peers are New York Theatre Workshop, MCC Theater, Signature Theatre, Atlantic Theater Company, Playwrights Horizons, INTAR Theatre and Second Stage Theater. Ma-Yi Theater Company is listed as an emerging player.
Does Soho Rep have an API?
No public API is recorded for Soho Rep.
What industry is Soho Rep in?
Soho Rep's product category is Off-Broadway Theater / Live Performing Arts. Its primary akta.pro industry code is MPAGABAB, Regional & Repertory Theatre Companies, with a secondary code of MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking). Its NAICS code is 71111.