ATG Entertainment (formerly known as Ambassador Theater Group) has acquired Celebrity Attractions, a touring Broadway presenter with locations across the United States.
The agreement will maintain Celebrity Attractions‘ local offices in Tulsa, Oklahoma, and Little Rock, Arkansas, while continuing to offer Broadway series in Tulsa, Little Rock and Springfield, Missouri. Financial terms of the acquisition were not disclosed.
Founded in 1983 by Larry and Kay PaytonCelebrity Attractions played a key role in bringing early Broadway tours to regional markets and was a founding member of the Independent Presenters Network (IPN).
The company has invested in a number of Tony Award-winning productions, including Moulin Rouge: The Musical, And Foreigners.
Beyond touring Broadway, Celebrity Attractions has been actively involved in supporting young theater talent through its participation in National High School Musical Theater Awards, commonly known as the Jimmy Awards. The company also operates two regional awards programs: the Discovery Awards in Tulsa and the Broadway Bound Awards in Little Rock.
The acquisition is expected to provide Celebrity Attractions with enhanced resources and support, enabling it to continue to provide live entertainment in regional markets. Existing staff will remain in place.
“We are excited about our next chapter, knowing that this new relationship with ATGE will open up a world of growth and possibilities,” said Kristin DotsonCEO of Celebrity Attractions.
“ATGE is a global industry leader who understands the value of strong relationships at the local level. The Celebrity Attractions staff will continue our customer service and community partnerships, continuing the Payton family legacy with the incredible ATGE team.
“Larry Payton was a pioneer in the touring industry, creating subscription series from their inception that brought the best of Broadway to multiple cities for decades,” explained Kristin CaskeyATGE Content Director for North America.
“The longevity of Celebrity Attractions is a testament to the great care and consideration that Larry and the Payton family have given to the business. We at ATG Entertainment feel honored and privileged to continue this activity with Kristin Dotson and the Celebrity Attractions staff and will continue to honor the tremendous contributions of Larry and Kay.
This transaction marks a strategic step in ATG Entertainment to expand its presence in the touring entertainment market. ATG’s extensive portfolio includes 64 of the world’s most historic theaters and concert halls in the UK, US and Germany, including London’s West End and Broadway, according to its website.
The acquisition of ATG comes at a time when deals in the live entertainment sector are on the rise. In recent months, a number of significant acquisitions and mergers have taken place in the live entertainment sector, as companies seek to capitalize on the growing demand for live experiences.
Less than a month ago, the ticketing giant Living Nation Entertainment acquired a majority stake in Lisbon MEO ArenaA 20,000-room with capacity to accommodate people formerly called Altice Arena. At the same time, the company in partnership with Stadium management South Africa And Gearhouse South Africa throw The Domea new venue which will open its doors in January 2025 in Johannesburg.
In August, sports and live entertainment company AEG and alternative asset manager Onex completed the sale of their Global ASM joint venture with live events company Legendsto create what they call “the world’s leading premium live events company, dedicated to delivering exceptional fan experiences on a global scale.”
Live music giant based in Germany CTS Event in June completed its acquisition of Vivendi’s ticketing and festivals activities, the transaction representing a total enterprise value of approximately 300 million euros (approximately US$315.8 million at current exchange rates).
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