Thrasher-Horne Center

What Thrasher-Horne Center does

Thrasher-Horne Center is a nonprofit performing arts and events venue located on the Orange Park campus of St. Johns River State College in Orange Park, Florida. Opened in Fall 2004 at a construction cost of $22 million, the 84,666 sq. ft. facility was established as Clay County's first major flagship cultural arts venue. The center operates a multi-space portfolio including a 1,728-seat Main Stage Theater (proscenium with full fly system, automated orchestra pit, EAW 730 Line Array sound reinforcement, Avid SC-48 console, 456 Strand dimmers, and ETC Ion lighting control), a 220-seat flexible Studio Theater black box, a 6,260+ sq. ft. Conference Center across five configurable banquet rooms, and two visual arts galleries (Lee Adams Florida Artists Gallery and Jack Mitchell Gallery). The venue hosts over 260 events annually drawing 105,000+ attendees, encompassing touring concerts, Broadway productions, comedy, children's theater, graduations, weddings, corporate meetings, expos, and community events.

The center generates revenue through nine distinct streams: ticket sales for touring productions (transactional pricing from $19-$55+ with $3 facility fee), venue and conference rentals (4-hour minimum base with 20% nonprofit discount), an eight-tier annual membership program ($100 Donor to $10,000 Emerald) with pre-sale access and Circle Club privileges, corporate sponsorship packages ($500 to $25,000), concessions (operated by partner Professional Concessions, Inc.), preferred parking ($10), Circle Club walk-up access ($25), ticket refund guarantee add-on ($5/ticket), and venue memorabilia merchandise. Salesforce Sites provides the underlying ticketing, membership management, and donation processing infrastructure.

The center serves a horizontal mix of customer segments spanning individual entertainment patrons, corporate meeting planners, wedding parties, nonprofit fundraisers, school graduations, expo organizers, and repeat members across Northeast Florida, Jacksonville metro, Clay County, and St. Augustine. Distribution channels include the on-site Ticket Office, the thcenter.org website, a dedicated Group Sales program for 10+ ticket buyers, and membership pre-sales, supported by email list marketing and Facebook organic social. Key strategic partners include parent institution St. Johns River State College, Professional Concessions, Inc. for F&B, the Clay County Chamber and Tourist Development Council, and two branded hotel partners (Hampton Inn Middleburg, Holiday Inn Express Fleming Island) offering patron discounts.

Name

Thrasher-Horne Center

Legal name

Thrasher-Horne Center

Website

https://thcenter.org

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Thrasher-Horne Center is a nonprofit performing arts and events venue in Orange Park, Florida, owned by St. Johns River State College. It operates a 1,728-seat Main Stage Theater, 220-seat Studio Theater, Conference Center, and art galleries, hosting 260+ events annually for Northeast Florida audiences.

Ownership category

akta.pro rank

Product category

Performing Arts and Event Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

Keywords

• Performing arts venue
• Live entertainment events
• Conference and event rentals
• Weddings and banquets
• Theater ticketing

Headquarters

HQ city

Orange Park

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, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Revenue from ticket sales for concerts, Broadway shows, comedies, children's performances, and special events. All-in pricing model where displayed price is the price paid. Facility fee of $3 per ticket plus variable service charge.
2. Venue Rentals: Rental revenue from Main Stage Theater, Studio Theater, Conference Center rooms, and Art Galleries for events including weddings, corporate meetings, banquets, reunions, and community events. Base 4-hour minimum with hourly rates, 20% nonprofit discount available.
3. Memberships: Annual membership tiers from $100 (Donor) to $10,000 (Emerald) providing benefits including pre-sale access, ticket discounts, Circle Club passes, drink coupons, and complimentary tickets.
4. Sponsorships: Sponsorship packages ranging from $500 (Advertising) to $25,000 (Season Sponsor) including logo placement, ad displays, show tickets, Circle Club access, and VIP parking.
5. Concessions: Food and beverage sales operated by Professional Concessions, Inc. Available on both lobby levels and during most performances.
6. Preferred Parking: $10 per vehicle for preferred parking in lot closest to venue. Complimentary accessible parking available.
7. Circle Club Access: $25 per person for Circle Club access starting one hour prior to events, includes appetizers, private entrance, cash bar, and restrooms.
8. Ticket Refund Guarantee: $5 per ticket optional add-on allowing full refund or exchange with 48-hour advance notice.
9. Merchandise Sales: Sale of venue memorabilia including signed posters and banners from past performances, with proceeds supporting the Annual Fund.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Thrasher-Horne Center presents live touring entertainment (concerts, Broadway productions, comedy, children's theater) and rents its 84,666 sq. ft. facility — including a 1,728-seat Main Stage Theater, 220-seat Studio Theater, 6,260+ sq. ft. Conference Center, and art galleries — for weddings, corporate meetings, expos, school events, and community gatherings. Operations are supported by a tiered membership program, corporate sponsorships, concessions, preferred parking, and group sales for 10+ attendees.

Product overview

Thrasher-Horne Center is a performing arts and events venue operated by St. Johns River State College in Orange Park, Florida. The venue operates a multi-product portfolio centered around its facilities: the Main Stage Theater (1,728-seat proscenium theater), Studio Theater (220-seat flexible black box), Conference Center (6,260+ sq ft of event space across five banquet rooms), and Art Galleries (Lee Adams Florida Artists Gallery and Jack Mitchell Gallery). Revenue streams include ticket sales for touring productions and events, facility rentals for private events (weddings, corporate meetings, expos, parties), membership subscriptions at eight tiers ($100-$10,000 annually), corporate sponsorships ($500-$25,000), and add-on services (preferred parking, Circle Club access, ticket refund guarantee). The venue hosts over 260 events annually with 105,000+ attendees.

Differentiator

Problem solved

Functional benefit

Products and services

• Main Stage Theater The primary 1,728-seat proscenium theater with two levels, stadium-style balcony, six private boxes, 57' x 48' stage with full fly system, and a fully automated orchestra pit. Hosts concerts, Broadway productions, comedy, children's theater, school graduations, and large private events.
• Studio Theater A 220-seat flexible black box theater with retractable stadium-style seating, dedicated catwalk-level sound and lighting booth, and shared backstage/dressing room access with the Main Stage. Used for intimate performances, rehearsals, and smaller-scale events.
• Conference Center / Event Spaces Over 6,260 sq. ft. of multipurpose event space across five banquet rooms (four with movable wall partitions) accommodating 30 to 400 guests. Includes state-of-the-art audiovisual equipment, wireless network, multimedia lecterns, furniture setup/breakdown, and flexible catering options. Hosts weddings, corporate meetings, banquets, fundraisers, and reunions.
• Art Galleries Two gallery spaces in the Mary Ward Huntley Wing: the Lee Adams Florida Artists Gallery (1,217 sq. ft., 126 linear feet of wall) and the Jack Mitchell Gallery (950 sq. ft., 106 linear feet). Feature rotating exhibits by professional artists and organizations such as the First Coast Pastel Society. Free public viewing Monday-Friday 10am-2pm; also rentable for events.
• Membership Program Multi-tiered annual membership offering pre-sale ticket access, Circle Club passes, drink coupons, complimentary tickets, preferred parking, reserved seating priority, and education-fund donations. Tiers range from Donor ($100) to Emerald ($10,000) annually.
• Sponsorship Packages Corporate sponsorship opportunities ranging from Advertising Sponsorship ($500) to Exclusive Show & Season Sponsor ($25,000). Benefits include lobby banner placement, website recognition, lobby TV ads, show ticket packages, Circle Club access, promotional table access, and reserved seats.
• Circle Club Members-only lounge and VIP experience available one hour prior to main stage performances. Located in the gallery space, features light appetizers, private cash bar, private entrance, and a relaxing atmosphere. Included with Silver membership and above; also sold à la carte.
• Event Rental Services Rental options covering Main Stage Theater, Studio Theater, Conference Center rooms, and Art Galleries for graduations, recitals, awards ceremonies, weddings, corporate meetings, expos, parties, fundraisers, and reunions. Includes setup, breakdown, AV support, and event coordination.
• Ticket Office Services Comprehensive box office services including will call, email tickets (PDF and smartphone scanning), lost ticket assistance, and accessibility accommodations. Ticket Office is open Monday-Thursday 10am-2pm and one hour prior to events; phone 904-276-6815 ext. 1.
• Group Sales Group ticket program for 10 or more attendees offering 10%+ discounts, early booking access, flexible payment plans (no deposit until 60 days before show), and personalized support from a Group Sales Specialist.
• Accessibility Services Accessibility accommodations including wheelchair spaces, companion seating, hearing assistance devices, sign language interpretation (with 3-week advance notice), service animal allowances, and accessible parking.
• Concessions Food and beverage concession services operated by Professional Concessions, Inc. Available on both lobby levels and during most performances.
• Center Memorabilia and Merchandise Sale of venue memorabilia including signed posters and banners from past performances, with proceeds supporting the Annual Fund.
• Preferred Parking Reserved parking in the lot closest to the venue entrance, sold at $10 per vehicle. Complimentary accessible parking is available.
• Ticket Refund Guarantee Optional $5-per-ticket insurance add-on that allows a full refund or ticket exchange with at least 48 hours' advance notice. Must be purchased with the original ticket.
• Weddings and Receptions Package Wedding-specific venue rental combining ceremony, reception, rehearsal dinner, and bridal shower spaces for up to 240 guests. Includes on-site coordination and flexible catering (recommended vendors or BYO).

Quantifiable outcome

• 260+ events hosted annually with 105,000+ attendees
• +1 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Holiday Inn Express & Suites Fleming IslandminorGTM or Marketing PartnerHotel partner offering 15% discount to Thrasher-Horne Center patrons using Corporate ID: 786881263. Group and block booking may offer larger discounts. Located at 1815 East West Pkwy, Fleming Island, FL 32003.
• Hampton Inn & Suites MiddleburgminorGTM or Marketing PartnerHotel partner offering 15% discount to Thrasher-Horne Center patrons using Corporate Account: 0003281967. Located at 1735 Jeremiah Street, Middleburg, FL 32068.
• St. Johns River State CollegecoreStrategic or Co-development PartnerParent organization that owns and operates the Thrasher-Horne Center. SJR State College has provided educational, technical and cultural opportunities to Clay, Putnam and St. Johns counties for over 60 years. The venue is located on the Orange Park campus.
• Professional Concessions, Inc.coreStrategic or Co-development PartnerPCI provides food and beverage concession services to the venue, operating stands on both lobby levels during performances. PCI has provided quality food and beverage service to Florida venues for nearly a quarter century.
• Clay County Chamber and Tourist Development CouncilminorStrategic or Co-development PartnerPartnered with the Clay County Chamber and Tourist Development Council to secure permanent home on the Orange Park campus of St. Johns River State College.
• First Coast Pastel SocietyminorStrategic or Co-development PartnerNon-profit art organization based in Northeast Florida covering Jacksonville, St. Augustine and beyond. Currently exhibiting at the Thrasher-Horne Center art gallery. Formed by artist Lyn Asselta in January 2012.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Ryman Auditorium: A 2,366-seat historic Nashville venue managed by Ryman Hospitality Properties presenting concerts, Broadway tours, and special events — a broader incumbent with a comparable live-entertainment programming model and similar rental/ticketing revenue structure.
• Broward Center for the Performing Arts: One of Florida's largest performing arts venues (2,700+ seats across multiple halls) presenting Broadway, concerts, and community programming — a broader incumbent with a comparable nonprofit, multi-venue operating model and similar revenue diversification.

Others

• Professional Facilities Management (PFMA): An industry association of performing arts center managers — relevant as an ecosystem participant that supports benchmarking, group sales, and operational best practices for venues comparable to Thrasher-Horne.

Direct peers

• Times-Union Center for the Performing Arts: Operated by Florida State College at Jacksonville, this 3,000-seat performing arts venue in downtown Jacksonville is the closest direct peer — same nonprofit college-affiliated model, similar Broadway/touring programming, and overlapping catchment within the Jacksonville metro.
• Carolina Theatre: A historic nonprofit performing arts and cinema venue in Durham, NC (1,000+ seats across multiple halls) presenting concerts, films, comedy, and community programming — comparable multi-tenant nonprofit model with mixed ticketing and rental revenue.
• Florida Theatre: A historic 1,900-seat performing arts venue in downtown Jacksonville that presents concerts, comedy, film screenings, and Broadway-caliber touring acts — competing directly for the same Northeast Florida touring-show audience as Thrasher-Horne.
• Dr. Phillips Center for the Performing Arts: Orlando-based nonprofit performing arts center (2,700-seat Walt Disney Theater, 300-seat Alexis & Jim Pugh Theater, 300-seat Steinmetz Hall) presenting Broadway, concerts, and community programming — comparable scale, similar multi-tenant model, and analogous revenue mix.
• Safe Credit Union Performing Arts Center: A Sacramento-based nonprofit 3,100-seat performing arts venue presenting Broadway tours, concerts, and family shows — directly comparable in scale, nonprofit governance, and Broadway-touring programming strategy.
• Cobb Energy Performing Arts Centre: A 2,750-seat performing arts venue near Atlanta operated as a nonprofit facility hosting Broadway touring shows, concerts, comedy, and family programming — closely comparable in scale, programming mix, and rental-driven revenue model.

Regional players

• St. Augustine Amphitheatre: An outdoor 4,000+ capacity amphitheatre in St. Augustine (one of Thrasher-Horne's named service areas), presenting national touring concerts and festivals — a regional alternative for patrons willing to drive 30-45 minutes south.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ThrasherHorneCenter
• LinkedInlinkedin.com/company/thrasher-horne-center-for-the-arts

Revenue estimate

Valuation estimate

Number of profiles

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 Thrasher-Horne Center