Pabst Theater Group Helps Launch National Theater Alliance

Venues are rarely mentioned in the same way as legendary places like the Grand Ole Opry and Radio City Music Hall. But Pabst Theater Group (PTG) now finds itself in the frenetic company after joining the Theater Alliance organized by Oak View Group.

The Collective’s purpose is to empower its members in a variety of ways, including purchasing power, sponsorship opportunities, and industry best practices and resource sharing. Or, as stated in the Oak View Group press release:

“To give our member theaters and performing arts centers a competitive edge within the market, the Theater Alliance will help promote unique, exclusive and traditionally mainstream content to our member venues. including intimate acoustic performances by top names from

In that respect, the move seems very much in line with other steps PTG has taken in response to Milwaukee becoming an increasingly competitive live music market. District will likely have two new performance spaces operated by FPC Live, and a year later PTG is planning a venue in Iron District.

Last month, locations under the Pabst umbrella joined the formation of the Milwaukee Theater District. Earlier in his 2020, Pabst Theater Group CEO Gary Witt helped establish the National Independent Venue Association in response to the challenges faced by venues across the country due to the pandemic. With today’s announcement, PTG now joins the alliance, which includes 39 theater and performing arts venues in 18 North American markets at launch.

Pabst Theater Group COO Matt Beringer said in the release: “OVG has proven to be an innovator in the industry. With the formation of the Theater Alliance, we have combined their national reach and expertise with 20 years of experience booking and operating world-class independent concert venues. I look forward to being able to combine them.”