The recent rebranding of Broadway in Detroit to ATG Detroit highlights significant changes in the area’s main Broadway production company since its acquisition by the U.K.-based Ambassador Theatre Group in 2021. This name change is not merely cosmetic; it reflects a strategic expansion of programming at the Fisher Theatre, the company’s primary venue.
According to James Kuhl, general manager of ATG Detroit, the organization has broadened its focus. “What we offer now is broader than Broadway,” he stated. Kuhl emphasized that while Broadway productions will continue to be a core component of their programming, the company is now also featuring concerts, comedy shows, and other diverse performances. This shift aims to attract a wider audience in Detroit and surrounding regions.
In a similar vein, Scott Myers, the director of sales and marketing for ATG Detroit, expressed enthusiasm about the new branding. “We are presenting so much more than Broadway,” he remarked, underscoring that the name ATG Entertainment better reflects the variety of events being hosted. Despite the change, the legacy of Broadway in Detroit will remain intact, as it will still be used for their Broadway series.
The Fisher Theatre, with a seating capacity of 2,089, has seen a surge in diverse programming over the past few years. Currently, it is hosting a return engagement of Kinky Boots and will soon feature The Phantom of the Opera at the nearby Detroit Opera House. The venue has recently welcomed a variety of performances, including concerts by notable artists such as Diana Krall, America, and comedians like Nikki Glaser and Sal Vulcano.
The expansion of programming at the Fisher Theatre is evident in the volume of events. In 2025, ATG Detroit presented 229 performances across 49 productions, significantly increasing the number of Broadway shows beyond the standard subscription series. Already, 18 productions have been announced for this year, with more expected in the upcoming season.
Kuhl, who joined ATG Detroit in 2022, believes that this strategy is resonating with audiences. He aims to create a welcoming environment that encourages patrons to explore various forms of entertainment. “If we can get an individual in the door, once they see the type of high-quality experience we offer, they are infinitely more likely to return,” he explained. This approach not only fosters a loyal audience but also introduces new patrons to Broadway offerings.
The history of the Fisher Theatre and ATG’s operations offers a robust foundation for this growth. The local company has roots dating back to 1912, when David Nederlander and the Schubert Brothers began bringing productions to the Detroit Opera House. The Fisher Theatre was renovated in 1961, allowing the Nederlander Organization to host notable shows, often serving as a stop before heading to Broadway.
The rebranding of ATG Entertainment was completed in the spring of 2024, reflecting its broader mission to produce shows and provide ticketing services across the U.S., U.K., and Europe. Kuhl notes that the company has seen a steady increase in theater subscriptions, now at approximately 11,000, since the acquisition. Partnerships with other promoters, such as Live Nation and AEG, have further enhanced the offerings at the Fisher Theatre.
Myers is particularly pleased with the increased activity at the venue. “It just brings a lot more variety to the theater,” he said. He added that the Fisher Theatre is transforming into a cultural hub for the community, appealing to a broader audience that extends beyond traditional Broadway enthusiasts.
With the shift in programming and a renewed focus on diverse entertainment, ATG Detroit aims to solidify its place as a cornerstone of the Detroit arts scene. The rebranding signifies a commitment to fostering a vibrant and inclusive environment that welcomes all forms of entertainment, ensuring that the Fisher Theatre continues to thrive as a cultural landmark.
