The international market leader in theater entertainment ATG Entertainment is realizing the new “Theater im Prater” in a strategic alliance with the City of Vienna and Wien Holding by 2027. The theater building is intended to provide new cultural and economic impulses in the musical scene.
At a press conference today, City Councilor Peter Hanke, Vienna Chamber of Commerce President Walter Ruck and Dr. Kurt Gollowitzer (GF Wien Holding) together with Joachim Hilke (CEO Europe, ATG Entertainment) presented the pioneering project for the new musical venue called “Theater im Prater”.
With 1,800 seats, the largest privately financed theater project of the past 100 years will not only be one of the most important venues in Austria, but will also set new standards in international theater architecture. It uniquely combines private-sector cultural commitment with the highest sustainability standards and creates a future-oriented entertainment hotspot in the traditional Vienna Prater. The production costs are borne by ATG Entertainment alone. The opening is planned for the end of 2027.
ATG Entertainment sets cultural milestones in the Vienna Prater
The realization of the “Theater im Prater” represents an extraordinary entrepreneurial and cultural project for ATG Entertainment. The company sees the opportunity to build a completely new theater in Europe’s musical capital Vienna as a special honor. The unique cultural location, which was significantly influenced by the outstanding work of the Vereinigte Bühnen Wien, inspires innovative concepts. In this project, ATG Entertainment sees itself as an active designer of the cultural landscape, which, in close collaboration with all partners, will develop the “Theater im Prater” into a lively meeting place and thus further strengthen Vienna’s cultural appeal.
The concrete design of the musical program is taking shape
The intensive consultations and comprehensive market analyzes for the new musical venue have led to promising discussions between ATG Entertainment, the City of Vienna and Wien Holding. These form the basis for further steps. All parties involved show great interest in the realization of this pioneering project. ATG Entertainment plans to present top international musical productions in the “Theater im Prater” and thus expand the city’s cultural offerings.
Cultural expansion and economic engine with 157 million euros in added value
In addition, according to the results of the comprehensive market analysis carried out by the ICG Integrated Consulting Group and the Institute for Administrative Management, the new house will establish itself as a significant economic engine for Vienna: The planned international productions are expected to bring in hundreds of thousands of additional theater guests every year, which will also be for the provide important impetus to the surrounding hotel, restaurant and retail sectors. According to the market study, the new Theater im Prater will double annual musical visits in Vienna from the current 500,000 to up to 1,000,000 and expand the cultural offering with a total of three musical venues (Raimund Theater, the Ronacher and the Theater im Prater). This increase in attractiveness generates a considerable annual added value of 157 million euros for the city of Vienna. The project creates around 1,400 new full-time jobs and brings the Austrian state annual tax revenue of 59 million euros, according to the study.
The theater not only strengthens Vienna’s position as a cultural metropolis, but also creates important economic stimulus for the local construction industry and its downstream industries.
Forward-looking architecture with special consideration of sustainable design
The architectural planning is in the hands of a first-class team of experts: the Viennese architectural firm DTFLR is leading the planning work, supported by the renowned theater architects Haworth Tompkins from London. The international project management company Turner + Townsend is supporting the realization with its Vienna office. Together they ensure a careful integration of the theater into the historic Prater ambience.
Quotes:
City Councilor Peter Hanke: “This project will significantly complement the city’s cultural and tourist profile. I am particularly pleased by the positive economic effects expected from this, after all, we expect a lasting strengthening of Vienna as a location.”
Walter Ruck (President of the Vienna Chamber of Commerce): “We see great economic potential for another music theater in Vienna. A cultural tourist spends an above-average amount of money in Vienna. A doubling of musical visits in Vienna will therefore also stimulate the hotel, catering and retail sectors – a benefit for Vienna as a business location. The construction of the theater itself will also have a positive impact on value creation. During ongoing operations, the Prater itself will also be able to benefit from more guests. This also helps to equalize the flow of tourists.”
Dr. Kurt Gollowitzer (GF Wien Holding): “Wien Holding supports the city’s cultural initiatives and innovations in order to continue to make Vienna an attractive business location for people at home and abroad.”
Dr. Franz Patay (GF VBW): “The interest in musicals and the expansion of the offering is a confirmation of the genre that the United Theaters in Vienna have established and have been offering to enthusiastic audiences in Vienna in their historic venues and internationally for decades.”
Joachim Hilke (CEO Europe, ATG Entertainment): “We are very pleased to be building a world-class theater in the Prater here in Vienna. ATG Entertainment would like to present outstanding and spectacular shows to the discerning audience in Vienna and the many musical tourists. I am sure that the Theater im Prater will sustainably strengthen Vienna’s reputation as a musical and cultural metropolis in the heart of Europe.”
Norbert Kettner (Director Vienna Tourism): “The Theater im Prater adds a new facet to the world capital of music, Vienna, which is equally attractive for Viennese and visitors to the city. As a highlight outside the city center, it contributes to Vienna Tourism’s strategic goal of spreading tourist interest across the entire city. The city’s strategic partnership with ATG Entertainment promises high-quality experiences – a valuable argument in destination marketing to inspire culturally interested target groups.”
Alexander Nikolai (district head 2nd district): “The Theater im Prater cultural project is inextricably linked to the future vision of Vienna and Leopoldstadt. It sets new international standards in artistic production and thus shapes the cultural landscape in an outstanding way.”
About ATG Entertainment:
ATG Entertainment is a global leader in live entertainment. The company already operates 64 renowned venues worldwide and reaches over 18 million viewers annually. In Great Britain, the portfolio includes historic West End theaters such as the Duke of York’s, Harold Pinter, Piccadilly, Savoy and the Apollo Victoria. ATG operates seven Broadway theaters in the United States, including the Lyric Theater and the August Wilson Theater. In Germany, the portfolio includes the historic Admiralspalast Berlin, the Starlight Express Theater Bochum and the Musical Dome Cologne. The latter is currently thrilling with “Moulin Rouge! The musical” the audience. https://www.atgentertainment.de