Photo: Jason Quigley/courtesy Portland’5 Centers for the Arts
Portland, Oregon
Broadway-Capable Performing Arts Center Market, Financial Feasibility & Economic Impact Analysis
Portland’s Broadway-capable performing arts strategy is evaluating a renovated Keller Auditorium and a new Portland State University venue, with Hunden analyzing market demand, revenue potential, and economic impacts to inform the City’s next steps.
Situation
The City of Portland sought to understand the market-supported opportunity for Broadway-capable performing arts facilities in downtown Portland. The City considered whether the regional cultural and entertainment market could support two venues, including the potential redevelopment of Keller Auditorium and development of a new performing arts venue at Portland State University.
The opportunity centered on determining how these facilities could serve Portland’s performing arts and Broadway touring markets and whether market demand existed for an additional Broadway-capable venue.
Approach
The City of Portland engaged Hunden Partners to evaluate Portland’s performing arts and Broadway touring markets, existing and competitive facilities, and market demand for an additional Broadway-capable venue. The initial feasibility study resulted in findings and recommendations to help the City determine the market-supported opportunity for its performing arts facilities.
Following completion of the initial study, the City retained Hunden in 2026 to further evaluate a renovated Keller Auditorium and a new Portland State University venue. Hunden developed stabilized demand and revenue projections for both scenarios, including events and attendance by type, ticket revenue, rental revenue, food and beverage revenue, and other event revenues.
Hunden also quantified the economic, fiscal, and employment impacts associated with each scenario, including direct, indirect, and induced spending, tax revenues, employee earnings, and supported employment.
Impact
The analysis provided the City with the projected demand, revenue, and economic impacts of each scenario to inform next steps for Portland’s Broadway-capable performing arts facilities.
