How Arizona Broadway Theatre Built a Business Model Around Broadway-Quality Entertainment

In an age where audiences crave experiences that go beyond the ordinary, Arizona Broadway Theatre (ABT) has carved out a unique place in the entertainment landscape, offering Broadway-caliber performances paired with full-course dining. Located in Peoria, Arizona, this nonprofit performing arts center has transformed the idea of regional theatre into a sustainable, immersive business model that fuses the culinary and performing arts seamlessly.

What began as a dream for co-founders Kiel and Cassandra Klaphake in 2005 has since blossomed into one of the most respected arts organizations in the Southwest. ABT has welcomed over one million patrons through its doors and continues to attract sold-out houses for musical classics and contemporary favorites alike, all while serving a chef-prepared meal to each guest in a purpose-built, state-of-the-art performance facility.

A Vision Built on Immersion

Unlike most community or regional theaters, Arizona Broadway Theatre doesn’t just offer a ticket to a show, it provides an entire evening of entertainment. Guests are greeted by table service before curtain call and dine while anticipating the production. This all-in-one experience blurs the line between fine dining and live theater, creating a level of engagement that’s hard to replicate in traditional performance spaces.

“People come not only for the performance but for the atmosphere,” says ABT co-founder Cassandra Klaphake, who is also a trained performer and director. “We wanted to create a space where the entire evening is theatrical—from the lighting to the food to the voices on stage.”

Building a Nonprofit Engine with For-Profit Efficiency

While ABT operates as a 501(c)(3) nonprofit, its revenue model is far from reliant solely on donations or grants. The organization generates a significant portion of its income from ticket and dining sales, making it one of the few regional theaters that can support a full-time professional staff and year-round programming.

This hybrid structure allows ABT to remain artistically ambitious while financially sustainable. The dining service, far from being a gimmick, is a critical revenue stream and brand differentiator. More importantly, it reflects a deeper commitment to quality—audiences are served by trained hospitality staff in a space designed specifically for acoustics, sightlines, and audience comfort.

Expanding Beyond the Mainstage

ABT’s success on the mainstage has allowed the organization to reinvest in its infrastructure and community outreach. The theatre also operates a black box venue, hosts youth theater programs, offers educational workshops, and collaborates with local schools to introduce students to the performing arts.

Their ABT Academy has gained recognition for cultivating young talent through musical theater camps, voice training, and full-scale youth productions. These initiatives aren’t just about creating future performers—they’re about building audiences and fostering arts appreciation from a young age.

Impacting the Local Economy and Culture

Located in the West Valley of Phoenix, ABT has played a vital role in transforming Peoria into a cultural destination. Its presence has sparked additional investment in the surrounding entertainment district and contributed significantly to local tourism.

With more than 8 shows each year, ABT’s season brings in patrons from across Arizona and beyond, many of whom dine, shop, and stay overnight nearby—creating a ripple effect on the local economy. In fact, studies have shown that for every dollar spent on a ticket at a regional theatre, nearly five dollars go back into the community.

Weathering Challenges with Innovation

Like many performing arts venues, ABT faced enormous challenges during the COVID-19 pandemic. But rather than pausing entirely, the theatre adapted by launching virtual programming, outdoor performances, and drive-in concerts—all while keeping its core mission intact.

Now fully reopened, the theatre is experiencing record demand, in part due to pent-up interest and in part due to the consistent excellence of its production quality. This resilience has earned it accolades not just from arts supporters, but also from civic leaders who view ABT as a key cultural anchor for the region.

A Model Worth Replicating?

In a climate where many regional theatres struggle with declining subscriptions and budget shortfalls, Arizona Broadway Theatre’s model of integrating dining and performance offers a compelling case study. It’s a blend of art and enterprise that appeals to both seasoned theatre-goers and first-time guests alike.

By delivering Broadway-style productions in a community-oriented setting, with an added layer of hospitality, ABT has proven that innovation in the arts isn’t just about content, but about the total experience.

As the curtain continues to rise at Arizona Broadway Theatre, it’s clear that this unique approach to theatre has found its audience—and its rhythm—in the heart of the desert. With growing demand, expanded programming, and a firm foundation in both creativity and financial stability, ABT is setting the stage not only for its next act but perhaps for the future of regional theatre at large.