Prima Theatre -
Prima Theatre is a 501(c)(3) nonprofit operating an intimate live theatre venue in Lancaster, PA, producing contemporary plays, concerts, and world premieres including exclusive theatrical works developed with Rob Bell, serving Lancaster audiences, corporate sponsors, and community access programs.
- Company typePrivate
- Founded2010
- HeadquartersLancaster, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Prima Theatre - does
Prima Theatre (legal entity Prima Arts Inc) is a 501(c)(3) nonprofit performing arts organization founded in 2010 by Mitch and Diana Nugent in Lancaster, Pennsylvania. The organization operates a single intimate venue at 941 Wheatland Ave with thrust-style and in-the-round staging configurations, producing concerts, contemporary theatrical works, world premieres, and interactive audience-participation shows. Ticketing runs on a Salesforce-powered website with email communications via MailChimp; no proprietary technology platform is disclosed. Revenue is generated through five streams: individual ticket sales and season subscriptions (with over $80 savings per subscriber), corporate season and show sponsorships ($5,000-$25,000+ tiers), a seven-tier individual giving program called the Producer's Circle ($100 to $35,000), tax-deductible community impact donations, and legacy planned giving.
Prima serves a diversified customer base including Lancaster-area general audiences, dedicated theatre subscribers, underserved youth (NextGen program), low-income families and individuals with disabilities (Creative Current initiative), BIPOC artists (Beloved Community Project), and corporate sponsors across financial services, healthcare, manufacturing, and local business sectors. Distribution channels include direct website sales, season subscriptions, a QuestionPro VIP redemption portal, a subsidized text-message ticketing system called The GreatList, and co-production partnerships with external venues including Rock Lititz, Gretna Theatre, and the Greenfield Summer Concert Series.
The organization operates under exclusive development partnership with Rob Bell (NYT bestselling author, Time 100 honoree) for theatrical works launching at Prima before planned expansion to NYC, West Coast, and global stages. Community impact metrics include audiences 20 years younger than the national theatre average, 82% NPS on Murder Ballad (vs. 43% national average), and recognition as an innovative arts access model by the Commonwealth of Pennsylvania. The organization holds GuideStar Platinum Transparency Rating and has collaborated with Stephen Schwartz (Wicked), Billy Porter (Kinky Boots), and Jason Robert Brown (Parade).
Prima Theatre - firmographics
Firmographics- Name
- Prima Theatre -
- Legal name
- Prima Arts Inc
- Website
- https://primatheatre.org
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Prima Theatre is a 501(c)(3) nonprofit operating an intimate live theatre venue in Lancaster, PA, producing contemporary plays, concerts, and world premieres including exclusive theatrical works developed with Rob Bell, serving Lancaster audiences, corporate sponsors, and community access programs.
- Ownership category
- akta.pro rank
Prima Theatre - industry classification
Industry- Product category
- Live Theatre & Performing Arts
- NAICS
- Theater Companies and Dinner Theaters (71111), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Regional & Repertory Theatre Companies (MPAGABAB)
- akta.pro secondary industries
- Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Touring Theatre Productions (MPAGABAC)
Keywords
Where Prima Theatre - is headquartered
LocationHeadquarters
- HQ city
- Lancaster
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Prima Theatre - business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Ticket Sales: Individual tickets and season subscriptions for live theatre productions and concerts. Subscribers receive priority access, best seats, and savings of over $80 vs. individual show tickets.
- Season & Show Sponsorships: Corporate sponsorships at two tiers: Season Sponsorships (custom package from $25k+) and Show Sponsorships (custom package from $5k+). Benefits include VIP access, marketing exposure, and community impact alignment.
- Individual Giving (Producer's Circle): Seven-tier individual giving program: The Spark ($100), The Rehearsal Room ($250), The Backstage Pass ($500), The Story Shaper ($1,000), The Director's Circle ($5,000), The Producer's Table ($15,000), and The Founder's Circle ($35,000). Benefits scale from digital access and name-in-playbill to meals with Rob Bell and VIP tickets.
- Community Impact Donations: Tax-deductible donations supporting NextGen internships, Creative Current accessibility program, and the Beloved Community Project. Quick donation option available via Salesforce. Accepts donor-advised fund gifts, appreciated stock, and Qualified Charitable Distributions from IRAs.
- Legacy Giving: Planned giving through the Legacy Circle. Bequests via will, trust, retirement plan, life insurance, or commercial annuity. Tax ID: 27-3111556 (Prima Arts Inc).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | The Spark ($100) — Insider digital access tier |
| Subscription | Annual | The Rehearsal Room ($250) — Creative access tier |
| Subscription | Annual | The Backstage Pass ($500) — VIP experience tier |
| Subscription | Annual | The Story Shaper ($1,000) — Deep engagement tier |
| Subscription | Annual | The Director's Circle ($5,000) — Leadership tier |
| Subscription | Annual | The Producer's Table ($15,000) — Major donor tier |
| Subscription | Annual | The Founder's Circle ($35,000) — Top tier |
| One time/ perpetual license | Pay-as-you-go | Ovation Circle ($1,000) — Entry benefit sponsor tier |
| One time/ perpetual license | Pay-as-you-go | Stage Door ($2,500) — Supporting benefit sponsor tier |
| One time/ perpetual license | Pay-as-you-go | Ensemble ($5,000) — Contributing benefit sponsor tier |
| One time/ perpetual license | Pay-as-you-go | Spotlight ($7,500) — Presenting benefit sponsor tier |
| One time/ perpetual license | Pay-as-you-go | Producer ($10,000) — Lead benefit sponsor tier |
| One time/ perpetual license | Pay-as-you-go | Marquee ($15,000) — Title sponsor tier |
| One time/ perpetual license | Pay-as-you-go | Headliner ($25,000) — Exclusive title sponsor tier |
| Subscription | Multi-year contract | Season Sponsorship (custom, $25k+) |
| Subscription | Multi-year contract | Show Sponsorship (custom, $5k+) |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels9 records
Prima Theatre - product offering
Product offeringCore offering
Prima Theatre produces and presents live theatrical productions and original concert experiences at its intimate thrust-stage venue in Lancaster, Pennsylvania. The organization offers individual tickets, season subscriptions, and special event programming including contemporary plays, immersive concerts, and themed music performances. As a 501(c)(3) nonprofit, the company also operates donor programs (Producer's Circle), corporate sponsorship packages, and community impact initiatives supporting youth, underserved populations, and BIPOC artists.
Product overview
Prima Theatre operates as a single-venue performing arts organization offering theatrical productions and concert experiences. The core product portfolio includes theatrical plays (musicals and non-musicals), original concert experiences, and interactive audience-participation shows. Key productions include Illumination (annual candlelit holiday concert), Rob Bell theatrical collaborations (We'll Get Back to You, The Golden Springs Uprising, Play with a Play), music-themed concerts (The Motown Club, Crazy Little Thing Called Love, Mixtape Series), and comedic productions. Supporting programs include NextGen (youth internships and subsidized tickets), Creative Current (community access initiative), and the Beloved Community Project (BIPOC artist support). The Producer's Circle provides VIP donor benefits while Stage Brawl serves as the organization's primary annual fundraiser.
Differentiator
Problem solved
Functional benefit
Products and services
- Illumination Lancaster's original candlelit holiday concert experience performed in-the-round with elegantly costumed vocalists, grand piano, and live musicians. Annual immersive concert featuring holiday classics and timeless songs.
- Play with a Play Pre-premiere theatrical experience where audiences witness Rob Bell's newest theatrical work during its creative development phase, with professional actors giving the work its first life aloud.
- The Golden Springs Uprising World premiere comedic play by Rob Bell about a dessert revolt at a senior living center when beloved wobbly desserts are replaced. Scheduled April 16-May 2, 2027.
- The Motown Club Original concert experience featuring legendary Motown songs in an immersive environment with soul music, rhythm, and live performers.
- Crazy Little Thing Called Love
Quantifiable outcome
- Audience NPS of 82% vs. 43% national average (Murder Ballad)
- +7 more outcomes
Companies that use Prima Theatre -
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles5 records
Prima Theatre - technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Prima Theatre - partnerships and signals
Strategic signalPartnerships
27 partnerships are on record, tiered core, minor and flagship.
- Gretna TheatrecoreCo-production partnership for The Music of Queen + Journey at Gretna Theatre (Mt. Gretna Playhouse) on August 22-23, 2025. Ticketed through Gretna's platform (ci.ovationtix.com). Prima is 'proud to partner' with Gretna Theatre to expand regional reach of major concert productions.
- Greenfield Summer Concert Series / Greenfield Corporate CentercorePartnership for outdoor summer concert events at Greenfield Park. The Music of Queen + Journey (August 21, 2025) and Piano Men featuring Alyssa Wray (July 24, 2025) performed at Greenfield as open-air community events. Prima is 'proud to partner with High Companies' to present these productions. Reaches new audiences in an outdoor, free/community ticketed format.
- TONO GroupminorShow sponsor for The Complete History of America (Abridged) and We'll Get Back to You. CEO Hunter Johnson cited as supporter. Provides marketing exposure and sponsorship benefits.
- Armstrong World IndustriesminorSet Sponsor for We'll Get Back to You. Provides set/production sponsorship support. VP Salena Coachman publicly endorsed Prima's community impact.
- VersatekminorSet Sponsor for We'll Get Back to You and show sponsor for Illumination. Provides production sponsorship and marketing visibility for Prima productions.
- Lancaster ChamberminorSupporting Show Sponsor for We'll Get Back to You. President & CEO Heather Valudes publicly endorsed Prima as 'a game-changer for driving Lancaster forward.' Provides institutional support and community credibility.
- Lancaster County Community Foundation (LCCF)minorSupporting Show Sponsor for We'll Get Back to You. Provides organizational credibility and marketing support alongside financial partnership.
- Interface FlooringminorSet Sponsor for We'll Get Back to You. Provides production/sponsorship support.
- Benjamin RobertsminorSet Sponsor for We'll Get Back to You. Provides production sponsorship.
- RMS — Seamless Technology IntegrationminorSet Sponsor for We'll Get Back to You. Provides production sponsorship.
- Enck Brothers Drywall, Inc.minorSet Sponsor for We'll Get Back to You. Local business providing production sponsorship.
- 3D Custom CabinetryminorSet Sponsor for We'll Get Back to You. Local business providing production sponsorship.
- Rob BellflagshipPrima Theatre is the official development partner for Rob Bell's theatrical projects. Bell — New York Times bestselling author, Time 100 Most Influential Person, 1.5M+ books sold — is launching theatrical works beginning at Prima in Lancaster, PA, before potential expansion to NYC, West Coast, and global stages. Prima holds exclusive development rights for Bell's theatrical works. Multiple productions in development including 'We'll Get Back to You' (world premiere 2025), 'The Golden Springs Uprising' (premiering April 2027), and 'Play With a Play' (2028 world premiere).
- Rock LititzcoreRock Lititz (100 Rock Lititz Blvd, Lititz, PA) hosted the Stephen Schwartz benefit concert for Prima. Rock Lititz is described as having 'redefined what's possible in live music.' The partnership positions Lancaster County as a launchpad for significant cultural events comparable to Rock Lititz's track record with major touring productions.
- High CompaniescoreHigh Companies partnered with Prima for the Piano Men outdoor concert at Greenfield (July 24, 2025). High Companies is listed as the presenting partner for this production within the Greenfield Summer Concert Series.
- Lincoln Middle School (School District of Lancaster)corePrima invited Lincoln Middle School theatre students (performing Into The Woods JR) to the final dress rehearsal of Prima's Into The Woods. Partnership with Lancaster County Community Foundation (Fran Rodriguez) facilitated the connection. Builds youth engagement and pipelines future audiences.
- Teatro PalomacoreBIPOC theatre company participating in Prima's Community Bridge-Building initiative facilitated by Dr. Amber Sessoms and supported by Lancaster County Community Foundation. Represents underserved groups historically divided by racial and resource boundaries in the regional performing arts community.
- Disrupt Theatre CompanycoreBIPOC theatre company participating in Prima's Community Bridge-Building initiative facilitated by Dr. Amber Sessoms. Part of EDI effort to connect performing arts entities representing underserved groups in Lancaster's arts community.
- Dr. Amber SessomscoreFacilitator of Prima's Community Bridge-Building initiative connecting performing arts entities representing underserved BIPOC groups. Leading dialogue and developing a written Action Plan for equity in Lancaster's artistic community.
- The Mix (after-school program)minorAfter-school program serving students grades 1-12. Held year-end performance at Prima's venue during the Beloved Community Project soft launch. Represents youth engagement and community access mission.
- Girls on the RunminorForty girls under 12 participated in a creative theatre workshop led by Prima's staff during their annual summer camp at Prima's venue. Part of BCP community engagement during soft launch.
- Evita Colon / Speak My SoulminorPoetry and music event founder who used Prima's venue, technical team, and design resources for an event showcasing emerging BIPOC artists. Part of BCP soft launch providing venue access and infrastructure to local creatives.
- Nurse-Family Partnership (United Way of Lancaster)minorCommunity organization partner for The Mom Show production. Received exclusive discount code; portion of ticket purchases benefited the organization. One of several maternal support organizations partnered for this production.
- Milagro HouseminorCommunity organization partner for The Mom Show production. Received exclusive discount code for supporters; portion of ticket purchases benefited the organization.
- Bright Side Opportunities CenterminorCommunity organization partner for The Mom Show production. Exclusive discount code for supporters; portion of ticket purchases benefited the organization.
- Mornings On Orange StreetminorCommunity organization partner for The Mom Show production. Exclusive discount code for supporters; portion of ticket purchases benefited the organization.
- Montessori Academy of LancasterminorCommunity organization partner for The Mom Show production. Exclusive discount code for supporters; portion of ticket purchases benefited the organization.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Prima Theatre - competitors and assessment
Company assessmentDirect peers
- Round House Theatre: Bethesda, MD regional theatre producing contemporary plays and musicals with strong community engagement programs. Comparable intimate venue, subscription model, and focus on building younger, more diverse audiences.
- Fulton Theatre: Regional producing theatre operating a single venue in Lancaster, PA — same primary market as Prima, with comparable mix of musicals, plays, and holiday programming. Direct competitor for Lancaster-area subscribers, corporate sponsors, and family audiences.
- Gretna Theatre: Pennsylvania-based professional theatre producing musicals and concerts in Mt. Gretna. Already a co-production partner of Prima (Music of Queen + Journey 2025), demonstrating directly comparable summer-season programming and ticketed concert model.
- People's Light: Regional theatre company in Malvern, PA producing a mix of plays, musicals, and new work development with strong community engagement programming. Comparable producing model and Pennsylvania-based audience development strategy.
- Goodspeed Musicals: Connecticut-based nonprofit dedicated to developing and producing new musicals — directly parallel to Prima's 'nationally recognized creative incubator' positioning. Strong precedent for transferring developed work to Broadway.
- Barrington Stage Company: Pittsfield, MA regional theatre with a strong new-work development program and intimate mainstage. Comparable producing model, single-venue intimacy, and track record of launching works toward larger markets.
- Capital Repertory Theatre: Albany, NY-based LORT regional theatre producing a season of contemporary and classic works with a focus on new play development. Comparable size, programming cadence, and subscription-driven revenue model.
Broad incumbents
- Paper Mill Playhouse: Historic New Jersey regional theatre known for producing new works and Broadway-bound musicals. Comparable new-work development pipeline and nonprofit producing model, but with significantly larger audience base and capital footprint.
- Walnut Street Theatre: Largest regional theatre in Pennsylvania and a national subscription leader. Comparable producing model and broad corporate sponsorship base, but operates at substantially greater scale and serves a larger metro market (Philadelphia).
Regional players
- TheatreWorks Silicon Valley: California-based regional theatre with strong new-work development and tech-aligned corporate sponsorship base. Comparable new-play pipeline, but operates in a different geographic market with substantially higher operating scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Prima Theatre - social profiles
Digital presencePrima Theatre - financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prima Theatre - leadership team
Management profileNumber of profiles
Profiles5 records
Prima Theatre - funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prima Theatre - 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 Prima Theatre -
What does Prima Theatre - do?
Prima Theatre produces and presents live theatrical productions and original concert experiences at its intimate thrust-stage venue in Lancaster, Pennsylvania. The organization offers individual tickets, season subscriptions, and special event programming including contemporary plays, immersive concerts, and themed music performances. As a 501(c)(3) nonprofit, the company also operates donor programs (Producer's Circle), corporate sponsorship packages, and community impact initiatives supporting youth, underserved populations, and BIPOC artists.
Is Prima Theatre - a public or private company?
Prima Theatre - is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Prima Theatre - founded?
Prima Theatre - was founded in 2010. It employs 1 to 10 people.
Where is Prima Theatre - based?
Prima Theatre - is headquartered in Lancaster, United States, in the North America region.
How does Prima Theatre - make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are season & Show Sponsorships, individual Giving (Producer's Circle), community Impact Donations and legacy Giving.
Who are Prima Theatre -'s main competitors?
Direct peers on record are Round House Theatre, Fulton Theatre, Gretna Theatre, People's Light, Goodspeed Musicals, Barrington Stage Company and Capital Repertory Theatre. Broad incumbents are Paper Mill Playhouse and Walnut Street Theatre. TheatreWorks Silicon Valley is listed as a regional player.
Does Prima Theatre - have an API?
No public API is recorded for Prima Theatre -.
What industry is Prima Theatre - in?
Prima Theatre -'s product category is Live Theatre & Performing Arts. Its primary akta.pro industry code is MPAGABAB, Regional & Repertory Theatre Companies, with a secondary code of MPAGALAB, Theater & Performing Arts Venue Operations (Playhouses, Opera Houses). Its NAICS code is 71111 and its SIC code is 7990.