ATG Entertainment, formerly Ambassador Theatre Group, has made a significant move by acquiring Celebrity Attractions. This touring Broadway presenter operates across the US and maintains local offices in Tulsa, Oklahoma, and Little Rock, Arkansas. The deal aims to continue serving Broadway series in these regions while keeping the existing staff in place.

Key Players and History

Celebrity Attractions was founded in 1983 by Larry and Kay Payton. It has been a crucial player in bringing first-run Broadway tours to regional markets and is a founding member of the Independent Presenters’ Network (IPN). The company has invested in several Tony Award-winning productions like Moulin Rouge: The Musical and The Outsiders.Beyond presenting Broadway tours, Celebrity Attractions is actively involved in supporting young theatrical talent through the National High School Musical Theatre Awards, also known as the Jimmy Awards. It also runs two regional awards programs - the Discovery Awards in Tulsa and the Broadway Bound Awards in Little Rock.

Benefits of the Acquisition

The acquisition is expected to provide Celebrity Attractions with enhanced resources and support. This will enable it to continue bringing live entertainment to regional markets. Kristin Dotson, CEO of Celebrity Attractions, expressed excitement about the new chapter, stating that the partnership with ATGE will open up a world of growth and possibilities.ATGE, a global industry leader, understands the value of strong relationships on a local level. The staff at Celebrity Attractions will continue to provide their trademark customer service and community partnerships. Kristin Caskey, ATGE’s Chief Content Officer, North America, emphasized the significance of Larry Payton's pioneering work in the touring industry and the company's commitment to carrying forward his legacy.

Strategic Move by ATG Entertainment

This transaction marks a strategic move by ATG Entertainment to expand its presence in the touring entertainment market. ATG's vast portfolio includes 64 of the world's most historic theaters and music venues across the UK, the US, and Germany. In recent months, there has been a rise in deals in the live entertainment industry as companies seek to capitalize on the growing demand for live experiences.Less than a month ago, ticketing giant Live Nation Entertainment acquired a majority stake in Lisbon’s MEO Arena. At the same time, AEG and Onex completed the sale of their ASM Global joint venture to Legends. Germany-headquartered CTS Eventim also completed its acquisition of Vivendi's ticketing and festivals businesses in June.These acquisitions and mergers highlight the competitive nature of the live entertainment industry and ATG Entertainment's determination to stay at the forefront. With this acquisition, ATG Entertainment is well-positioned to offer even more exceptional live entertainment experiences to audiences across the globe.