Farmers Alley Theatre
Farmers Alley Theatre is a nonprofit professional theatre in Kalamazoo, Michigan producing a 5-6 show annual season of Broadway-licensed and contemporary stage productions for community audiences under an AEA Equity agreement.
- Company typePrivate
- Founded2008
- HeadquartersKalamazoo, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Farmers Alley Theatre does
Farmers Alley Theatre is a 501c3 nonprofit professional theatre company founded in 2008 in Kalamazoo, Michigan, by Robert Weiner, Denene Mulay Koch, and Jeremy Koch. The organization produces a 5-6 show mainstage season each year, mounting both contemporary plays and Broadway-licensed musicals under an Actors' Equity Association SPT Tier 3 agreement (Equity actor minimum $457/week, with housing and travel provided for out-of-town talent). The primary performance venue is a 100+ seat theatre at 221 Farmers Alley in downtown Kalamazoo, with temporary access to a 280-seat secondary venue at Kalamazoo College's Festival Playhouse for larger-demand productions such as Beautiful: The Carole King Musical. Its 2026-2027 season, the company's 18th/19th, includes My Mother and the Michigan/Ohio War, Come From Away, Accomplice, Lost in Yonkers, and Kimberly Akimbo.
Farmers Alley Theatre firmographics
Firmographics- Name
- Farmers Alley Theatre
- Legal name
- Farmers Alley Theatre
- Website
- https://farmersalleytheatre.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Farmers Alley Theatre is a nonprofit professional theatre in Kalamazoo, Michigan producing a 5-6 show annual season of Broadway-licensed and contemporary stage productions for community audiences under an AEA Equity agreement.
- Ownership category
- akta.pro rank
Farmers Alley Theatre industry classification
Industry- Product category
- Live Theatre / Performing Arts
- NAICS
- Theater Companies and Dinner Theaters (711110)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Theater, Musicals & Performing Arts (THAJAFAB)
- akta.pro secondary industry
- Musical Theatre (Non-Broadway/Fringe) (MPAGABAG)
Keywords
Where Farmers Alley Theatre is headquartered
LocationHeadquarters
- HQ city
- Kalamazoo
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Farmers Alley Theatre business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Ticket Sales: Individual tickets sold for performances through online platform and box office. Tickets on sale dates vary by production.
- Season Subscriptions and Flex Passes: Season tickets and flex passes offering savings and early access to prime seating for multiple shows.
- Sponsorships and Donations: Corporate sponsorships at various levels (Season Sponsor, Season Co-Sponsor, Director Sponsor, Producer Sponsor, Special Sponsor, Adopt an Actor, Adopt a Director) plus individual donations and grant funding from foundations.
- Theatre Licensing: Productions presented through special arrangement with Music Theatre International (MTI) for licensed theatrical works.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One-time purchase | Theatre Lover's Package - Two shows (Skeleton Crew + Sondheim on Sondheim) |
| Subscription | Weekly | AEA Equity SPT Tier 3 Actor Contract |
| Subscription | Annual | Director of Development (Full-Time) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Farmers Alley Theatre product offering
Product offeringCore offering
Farmers Alley Theatre produces professional live theatrical productions — plays and musicals — at its 100+ seat downtown Kalamazoo venue and, for larger productions, at the 280-seat Festival Playhouse on the Kalamazoo College campus. The 2026-2027 season includes My Mother and the Michigan/Ohio War, Come From Away, Accomplice, Lost in Yonkers, and Kimberly Akimbo, closing Season 18 with Dear Evan Hansen (Jul 9 – Aug 2, 2026). Supporting offerings include season subscriptions and flex passes, individual show tickets, venue rental, concessions and merchandise, special events such as pre-show receptions and talkbacks, and education/outreach programming under the IDEA (Inclusion, Diversity, Equity and Access) initiative.
Product overview
Farmers Alley Theatre operates as a nonprofit professional theatre company offering live theatrical productions including plays and musicals. The core product is the mainstage production season featuring 5-6 shows annually, supplemented by season subscription packages (Flex Passes), individual ticket sales, venue rental services, and special event programming. The theatre temporarily expanded to the 280-seat Festival Playhouse at Kalamazoo College for larger productions. Additional offerings include concessions, merchandise, and the Theatre Lover's Package bundling multiple show tickets.
Differentiator
Problem solved
Functional benefit
Products and services
- Professional Theatrical Productions (Mainstage Season) Professional live theatrical productions including plays and musicals performed at the company's 100+ seat downtown Kalamazoo venue and, for larger productions, at the 280-seat Festival Playhouse on the Kalamazoo College campus. Targeted at regional theatre patrons, foundation funders, and corporate sponsors.
- Season Subscriptions and Flex Passes Season ticket packages and flex passes offering discounted access to multiple productions throughout the season, with premium and standard seating options, early access to prime seating, and member perks. Sold to individual theatre patrons and subscribers.
- Individual Show Tickets Single-performance tickets sold through the OvationTix ticketing platform for specific productions; no refunds (all sales final unless illness precludes attendance); exchanges allowed up to 24 hours before performance.
- Venue Rental (Farmers Alley and Festival Playhouse) Rental of theatre facilities for private events, including the 100+ seat downtown venue at 221 Farmers Alley and the 280-seat Festival Playhouse at Kalamazoo College. Offered to event organizers, community groups, and private hosts.
- Concessions and Merchandise Lobby offerings including candy, beverages, stickers, signed posters, and themed cups available to patrons during performances. Sold directly to theatre attendees at the venue.
Quantifiable outcome
- Sold-out 27-performance run of Come From Away
Companies that use Farmers Alley Theatre
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
Farmers Alley Theatre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Farmers Alley Theatre partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Kalamazoo College (Theatre Arts Department)corePartnership with Kalamazoo College Theatre Arts Department for temporary venue at Festival Playhouse. The 280-seat venue enables larger productions like Beautiful: The Carole King Musical. Described as temporary arrangement to meet demand exceeding downtown 100-seat theatre capacity. Company returns to 221 Farmers Alley in September.
- Actors' Equity AssociationcoreProfessional theatre union partnership. Farmers Alley Theatre is an AEA SPT Tier 3 organization, meaning they operate under the Equity SPT Tier 3 Small Professional Theatre agreement. Actor minimum is $457/week.
- Music Theatre International (MTI)coreLicensing partner providing authorized performance materials for productions including Dear Evan Hansen, Sondheim on Sondheim. All authorized performance materials supplied through MTI.
- Concord TheatricalscoreLicensing partner (on behalf of Samuel French) providing authorized performance materials for productions including Skeleton Crew.
- Pay it Forward 9/11minorNon-profit organization founded by Kevin Tuerff (Come From Away character) focused on random acts of kindness to honor 9/11 victims. Special guest Connor Farry visited for community engagement during Come From Away run.
- Air Zoo (Kalamazoo)minorKalamazoo aerospace museum where Connor Farry held community event during his visit to discuss Pay it Forward 9/11 mission.
- Morrison JewelersminorLocal business hosting pre-show champagne reception for Dear Evan Hansen July 24th performance. Marketing partnership providing exclusive patron experience.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Farmers Alley Theatre competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights7 records
Customer concentration
Farmers Alley Theatre social profiles
Digital presenceFarmers Alley Theatre financial estimates
Financial estimateRevenue estimate
Valuation estimate
Farmers Alley Theatre leadership team
Management profileNumber of profiles
Profiles9 records
Farmers Alley Theatre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Farmers Alley 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 Farmers Alley Theatre
What does Farmers Alley Theatre do?
Farmers Alley Theatre produces professional live theatrical productions — plays and musicals — at its 100+ seat downtown Kalamazoo venue and, for larger productions, at the 280-seat Festival Playhouse on the Kalamazoo College campus. The 2026-2027 season includes My Mother and the Michigan/Ohio War, Come From Away, Accomplice, Lost in Yonkers, and Kimberly Akimbo, closing Season 18 with Dear Evan Hansen (Jul 9 – Aug 2, 2026). Supporting offerings include season subscriptions and flex passes, individual show tickets, venue rental, concessions and merchandise, special events such as pre-show receptions and talkbacks, and education/outreach programming under the IDEA (Inclusion, Diversity, Equity and Access) initiative.
Is Farmers Alley Theatre a public or private company?
Farmers Alley Theatre is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Farmers Alley Theatre founded?
Farmers Alley Theatre was founded in 2008. It employs 1 to 10 people.
Where is Farmers Alley Theatre based?
Farmers Alley Theatre is headquartered in Kalamazoo, United States, in the North America region.
How does Farmers Alley Theatre make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are season Subscriptions and Flex Passes, sponsorships and Donations and theatre Licensing.
Does Farmers Alley Theatre have an API?
No public API is recorded for Farmers Alley Theatre.
What industry is Farmers Alley Theatre in?
Farmers Alley Theatre's product category is Live Theatre / Performing Arts. Its primary akta.pro industry code is THAJAFAB, Theater, Musicals & Performing Arts, with a secondary code of MPAGABAG, Musical Theatre (Non-Broadway/Fringe). Its NAICS code is 711110 and its SIC code is 7990.