The Stiefel Theatre

What The Stiefel Theatre does

The Stiefel Theatre (legal name Stiefel Theatre for The Performing Arts) is a 501(c)(3) nonprofit performing arts venue operating a single, 1,265-seat historic auditorium at 151 S. Santa Fe Avenue in downtown Salina, Kansas. Originally opened as the Fox-Watson Theatre on May 19, 1931 and designed by the Boller Brothers, the building closed in 1987 and was acquired by the City of Salina in 1989 before reopening under its current name on March 8, 2003 following a renovation funded in part by Milton Stiefel. The venue is listed on the National Register of Historic Places and operates a professional-grade technical package (Yamaha CL5 console, D&B V series line array, L-Acoustics monitors, Avolites Titan lighting, 96 dimmers, 23 line sets, a 45' x 32'9" proscenium stage, and a Marley dance floor) that is unusually capable for a venue of this scale.

The business serves regional patrons in north-central Kansas who would otherwise lack access to national touring acts. It runs a calendar of approximately 45 events per year — national touring rock, country, folk, comedy, and classical acts, plus the resident Salina Symphony, Salina Youth Symphony, and Ballet Salina — drawing roughly 40,000 patrons annually, with more than 65% traveling from outside the immediate area. Revenue is generated through ticket sales ($25–$177 range plus 10.25% sales tax, $3 restoration fee, 2.9% credit card fee), auditorium rental ($3,000 per event with admission; $1,500 without), Watson Room rental ($630 per three hours), three above-theatre Airbnb loft rentals, on-premise beverage service at the Watson Bar and Mezzanine Bar, and a six-tier Friends membership program ($50 Pearl to $5,000+ Platinum).

Distribution runs through a downtown box office (M-F noon-4:30 pm), phone sales, the stiefeltheatre.org website with AXS online ticketing, and email/Facebook/Twitter/Instagram marketing. The venue operates a wholly-owned educational subsidiary, the Mike Finnigan School of Music, offering private and group lessons in Hammond B3, classical fingerstyle guitar, and folk music. Core operations are supported by 10–15 staff (Executive Director Jane Gates, Technical Director Kent Buess, Box Office Director April Decker, Airbnb & Facility Director Jaime Navarro, plus graphic design, bookkeeping, financials, security, and bar roles), and overhead costs not covered by ticket revenue are underwritten by grants from multiple regional and family foundations, corporate sponsorships, and individual donors.

Name

The Stiefel Theatre

Legal name

Stiefel Theatre for The Performing Arts

Website

https://stiefeltheatre.org

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

The Stiefel Theatre is a 501(c)(3) nonprofit operating a 1,265-seat historic performing arts venue in downtown Salina, Kansas. It hosts ~45 touring, symphony, ballet, and community events annually for roughly 40,000 regional patrons, complemented by venue rentals, three Airbnb lofts, and the Mike Finnigan School of Music.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

akta.pro secondary industries

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG), Classical Ballet (Full-Length & Repertoire) (MPAGADAA)

Keywords

• Live performing arts
• Concert venue rental
• Music education classes
• Nonprofit arts venue
• Theatrical event hosting

Headquarters

HQ city

Salina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Revenue from ticket sales for all events covers individual show costs with 75-90% typically going to artist-related expenses. Ticket fees charged to cover ticketing system and overhead costs.
2. Venue Rental: Auditorium rental at $3,000 for events with admission charge, $1,500 for events without admission charge, plus $350 cleaning fee. Watson Room rental at $630 for 3 hours. Ticketing service fees of $3.00 per ticket plus applicable taxes.
3. Airbnb Loft Rentals: Three loft units available for rent above the theatre via Airbnb for performers and visiting artists/patrons.
4. Beverage Service: Full bar service at performances including beer, wine, mixed drinks, soda, and water through Watson Bar and Mezzanine Bar.
5. Donations and Corporate Sponsorships: As a nonprofit, the theatre relies on donations from Friends members and corporate sponsors to cover overhead costs not covered by ticket revenue. Various sponsorship levels from single event to multi-year arrangements.
6. Mike Finnigan School of Music: Music education classes including group workshops and private lessons (Hammond B3 at $40/30-min, Classical Fingerstyle Guitar at $50/30-min, Beginning Guitar Workshop, Hootenanny folk music class).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Stiefel Theatre is a historic performing arts venue that hosts approximately 45 live events per year—including national touring concerts, symphony performances, ballet productions, comedy shows, and author events—in a 1,265-seat auditorium. It also offers venue rentals (Auditorium and Watson Room), music instruction through the Mike Finnigan School of Music, three Airbnb loft accommodations, and ticketing services for the Salina Symphony, Salina Youth Symphony, and Ballet Salina.

Product overview

The Stiefel Theatre is a single-venue performing arts center offering a unified portfolio of live entertainment experiences. The core offering is the historic 1,265-seat auditorium hosting national touring acts, the resident Salina Symphony, and Ballet Salina performances. Supporting services include the Mike Finnigan School of Music (offering guitar, organ, and folk music classes), Watson Room rental for private events, and three Airbnb loft accommodations for visiting artists. The theatre also hosts the Salina Youth Symphony program for young musicians. All ticketing is managed through the theatre box office and AXS.com online platform.

Differentiator

Problem solved

Functional benefit

Products and services

• The Stiefel Theatre Auditorium A 1,265-seat historic performing arts auditorium in downtown Salina, KS that hosts national touring acts, symphony concerts, ballet productions, comedy shows, and author readings. Equipped with state-of-the-art sound (Yamaha CL5, D&B line array) and lighting (Avolites Titan Arena) systems and a 45'x32'9" proscenium stage.
• Salina Symphony Performances

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor.

• Visit SalinaminorStrategic or Co-development PartnerRegional tourism organization supporting awareness of local attractions including the Stiefel Theatre
• Blue Skye BreweryminorStrategic or Co-development PartnerOfficial partner restaurant within walking distance that helps feed artists and crews
• YaYa's Euro BistrominorStrategic or Co-development PartnerOfficial partner restaurant serving artists and crews visiting the theatre
• Martinelli's Little ItalyminorStrategic or Co-development PartnerOfficial partner restaurant providing dining for theatre visitors and performers
• Comfort SuitesminorStrategic or Co-development PartnerOfficial partner hotel accommodating visiting performers and patrons
• Best WesternminorStrategic or Co-development PartnerOfficial partner hotel for visiting performers and out-of-town guests
• Homewood Suites by HiltonminorStrategic or Co-development PartnerOfficial partner hotel for visiting artists and audiences

Scale indicators3 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Fox Cities Performing Arts Center: 2,500-seat nonprofit performing arts center in Appleton, WI, hosting national touring Broadway, concerts, and family programming. Comparable as a larger Midwest nonprofit venue with similar touring-act and educational programming strategy.
• The Kentucky Center for the Performing Arts: Large multi-venue nonprofit performing arts complex in Louisville, KY, hosting touring Broadway, symphony, and concerts. Comparable as a nonprofit presenting organization with resident company partnerships, though considerably larger than the Stiefel.

Direct peers

• Lied Center for Performing Arts: 2,200-seat performing arts center in Lincoln, NE, presenting national touring Broadway, music, and family programming with a university-community hybrid nonprofit structure. Comparable as a regional Midwest venue with resident company partnerships and touring-act strategy.
• The Midland Theatre: Historic 1,500-seat performing arts venue in Kansas City, MO, hosting national touring concerts, comedy, and family shows with a similar nonprofit operating model. Highly comparable to the Stiefel in scale, programming mix, and regional touring-act strategy.
• Spencer Theater for the Performing Arts: 514-seat performing arts venue in Ruidoso, NM, operating as a nonprofit in a rural/small-market setting with national touring programming. Highly comparable as a rural-market venue dependent on regional audience draw and donor support.
• The Paramount Theatre: 1,600-seat historic performing arts center in Cedar Rapids, IA, operated as a nonprofit presenting national touring acts, symphony, and Broadway programming. Highly comparable in venue scale, regional draw, and nonprofit programming model.
• The Tennessee Theatre: Historic 1,800-seat nonprofit performing arts venue in Knoxville, TN, presenting national touring concerts, Broadway, and film events. Comparable as a similarly historic 1920s-era movie palace converted into a nonprofit performing arts venue.
• The Lensic Performing Arts Center: Historic 821-seat nonprofit performing arts center in Santa Fe, NM, presenting touring music, dance, film, and comedy with a tiered membership model. Comparable as a similarly historic, donor-supported venue serving a regional audience.
• The Englert Theatre: Historic community performing arts venue in Iowa City, IA, hosting touring music, comedy, and film programming with a nonprofit model and tiered membership program. Comparable as a smaller historic Midwest venue reliant on touring content and donor support.

Others

• Visit Salina: Regional tourism organization that partners with the Stiefel Theatre to drive audience awareness and visitor traffic (per partnerships data). Listed as an ecosystem partner rather than a competing venue; reflects the theatre's role within the broader Salina visitor economy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/stiefeltheatre
• Facebookfacebook.com/stiefeltheatre/?rf=687397844615578
• Instagraminstagram.com/stiefeltheatre
• LinkedInlinkedin.com/company/stiefel-theatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 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 The Stiefel Theatre