National Sales Center

Aspire Ready to Bring Down the House with The American Theatre Guild

October 26, 2021

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ATLANTA – The American Theatre Guild, the largest not-for-profit touring Broadway presenter in the country, has announced a partnership with The Aspire Group (Aspire), who will provide sales and service support for the organization’s national tours of Broadway shows. Aspire will focus on the 2021-2022 season at the Morris Performing Arts Center in South Bend, one of The American Theatre Guild’s most popular venues. Highlights of the upcoming season include productions of Rent, Hairspray, Waitress, and Anastasia.

The partnership will utilize remote sales support out of Aspire’s National Sales Center (NSC) in Atlanta, GA. Led by Aspire’s Director of Sales, Kyne Sheehy, the NSC has generated more than $14 million for 60+ event partners all-time.

“We welcome the opportunity to partner with The Aspire Group to help raise awareness about the fabulous touring Broadway shows we present to the South Bend community,” says Amy Hamm, Executive Director, The American Theatre Guild. “We have been proud to bring the best of Broadway to South Bend since the 2005-06 season and look forward to a bright future at the Morris Performing Arts Center, especially as they approach their 100-year anniversary in 2022.”

“Aspire is looking forward to welcoming back The Morris Performing Arts Center’s season ticket members and bringing out first-time attendees to a slate of amazing shows this winter and spring” states Bill Fagan, Aspire’s Chief Executive Officer. “Our next practices in the entertainment industry focus on creating fans for life, and we are proud to work with an organization that offers the highest quality performance art to patrons around the country.”

The American Theatre Guild is Aspire’s 10th partner to utilize remote sales support in 2021. The fast and flexible solution offered by the NSC has enabled properties to drive revenue efficiently while working to rebuild on-site staff impacted by COVID stoppages.

About The American Theatre Guild

 A 501(c)(3) organization and the largest not-for-profit touring Broadway Presenter in the nation, supports Broadway seasons in 14 markets including: Birmingham, AL; Colorado Springs, CO; Eugene, OR; Kansas City, MO; Lubbock, TX; Melbourne, FL; Peoria, IL; Phoenix, AZ; Riverside, CA; Santa Barbara, CA; South Bend, IN; Thousand Oaks, CA; Toledo, OH; and Wichita, KS. The American Theatre Guild is dedicated to providing the experience of live theater in order to foster passion, inspire creativity and empower youth within each community.

About The Aspire Group
The award-winning Aspire Group is a sports and entertainment marketing firm that is globally recognized for innovative ticket and sponsorship sales, consulting, and research services. Aspire created the outsourced ticket sales niche, revolutionizing intercollegiate athletics with the first Fan Relationship Management Center (FRMC) at Georgia Tech in 2009. Over the past twelve years, more than 280 collegiate and professional sports properties have trusted Aspire to drive revenue, attendance, and enterprise-value growth through the combination of marketing, strategic consulting, and research services and best-in-industry fan relationship management.

For more information about The Aspire Group visit: and follow us on Twitter @theaspire_group

For inquiries and more information on how Aspire can provide support to your Athletic Department, contact A.J. Smith at 404-389-9100 or

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