ATG Entertainment Expands Broadway Touring Network with Acquisition of Celebrity Attractions

ATG Entertainment Acquires Celebrity Attractions

ATG Entertainment (formerly known as Ambassador Theater Group) has successfully acquired Celebrity Attractions, a touring Broadway presenter that operates across the United States.

Details of the Acquisition

The deal will maintain Celebrity Attractions local offices in Tulsa, Oklahoma, and Little Rock, Arkansas, while continuing to service Broadway series in Tulsa, Little Rock, and Springfield, Missouri. Financial terms of the acquisition remain undisclosed.

Founded in 1983 by Larry and Kay Payton, Celebrity Attractions played a crucial role in introducing the first Broadway tours to regional markets and was one of the founders of the Independent Speakers Network (IPN).

The company has invested in several Tony Award-winning productions, including Moulin Rouge: The Musical and Outsiders.

In addition to its touring efforts, Celebrity Attractions is committed to nurturing young theater talent through participation in the National High School Musical Theater Awards, commonly referred to as the Jimmy Awards. The company also organizes two regional awards programs: the Discovery Awards in Tulsa and the Broadway Bound Awards in Little Rock.

This acquisition is anticipated to provide Celebrity Attractions with enhanced resources and support, allowing them to continue delivering live entertainment to regional markets. Existing staff will remain intact.

“We are very excited about our next chapter, knowing that this new relationship with ATGE will open up a world of growth and opportunity,” said Christine Dotson, CEO of Celebrity Attractions.

“ATGE is a global industry leader that understands the value of strong local relationships. Celebrity Attractions employees will continue our signature customer service and community partnerships while upholding the Payton family’s legacy alongside the remarkable ATGE team.”

“Larry Payton was a pioneer in the touring industry, creating subscription series from the very beginning that brought the best of Broadway to many cities for decades,” commented Christine Caskey, Director of Content, ATGE, North America.

“The enduring legacy of Celebrity Attractions is a testament to the dedication and meticulous care that Larry and the Payton family invested in the business. We at ATG Entertainment regard it as an honor and privilege to continue this enterprise with Christine Dotson and the staff of Celebrity Attractions, and we will carry on the significant contributions made by Larry and Kay.”

The acquisition marks a strategic move by ATG Entertainment to bolster its presence in the touring entertainment sector. ATG’s extensive portfolio includes 64 of the world’s most historic theaters and music venues in the UK, US, and Germany, encompassing London’s West End and Broadway, according to their website.

ATG’s acquisition comes as deal-making in the entertainment industry is on the upswing. The live entertainment sector has experienced a flurry of significant acquisitions and mergers in recent months as companies aim to capitalize on the rising demand for live entertainment.

Just under a month ago, the ticket giant Living Nation Entertainment acquired a controlling stake in Lisbon’s MEO Arena, a 20,000 seat capacity venue formerly known as Altice Arena. Concurrently, the company is partnering with Stadium Management South Africa and Gearhouse South Africa to operate Dome, a new location set to open in January 2025 in Johannesburg.

In August, a sports and entertainment company, AEG, along with alternative asset manager Onex, completed the sale of their ASM Global joint venture for live events, Legends, to form what they term “the world’s preeminent premium live entertainment company, dedicated to delivering exceptional fan experiences globally.”

Germany-headquartered live music titan CTS Eventim finalized its acquisition of Vivendi’s ticketing and festivals business in June, with the total transaction value approximating 300 million euros (around US$315.8 million at current exchange rates).