WORCESTER— Alan Seiffert took over as president and CEO of The Hanover Theatre and Conservatory for the Performing Arts in January. He brings a strong background in expanding cultural institutions and developing innovative programming to the table.
Before moving from New York City for the role, Seiffert built a career in entertainment, business development and arts administration. Most recently, he led global business development at TED conferences, securing its largest podcast distribution deal and launching initiatives in Australia, China and India.
His vision for The Hanover Theatre includes broadening its audience reach through diverse programming, more music and dance, and an enhanced customer experience. Among his strategic priorities are bringing in more dance companies, expanding musical offerings beyond classic rock, and extending the theatre’s presence to various locations throughout the region.
“Also, just spending time here with students and parents, there’s a really unmet need here in this community for a wide range of really professional, exciting dance so that’s an area that we’re expanding into,” Seiffert told the Worcester Guardian. “We think there’s an opportunity to bring some terrific films, terrific great stuff, to this beautiful theater.”
Troy Siebels, Hanover Theatre’s previous CEO who now serves as main stage artistic director and vice president of programming, acknowledged the changing landscape of performing arts programming: “We’ve built relationships with the agencies so that when a show is coming through the area, we get a phone call and they say ‘are you interested in bringing this to the Hanover?” said Siebels. “And we say yes and we agree on something. It takes more outreach now for me to be able to populate the stage with events. It’s just more difficult than it was in 2019. The audiences are fully back, which is great. It’s the shows themselves that are a little tougher to get in the building.”
Despite these challenges, Siebels said that during the next year, there will be a step toward a new direction that includes formalizing the venue’s dance programming. “You know, we’ve had success with dance here a lot over the years,” he said, “and so now we’re going to build a subscription out of some performances, the same way we have a subscription for Broadway audiences.”
Seiffert’s background includes notable leadership positions across the entertainment industry. As executive director of Paisley Park, Prince’s creative sanctuary turned museum, he successfully relaunched the venue as a state-of-the-art attraction and production hub. At Black Entertainment Television (BET), he managed the network’s music festivals and live events, achieving significant revenue targets and growing attendance for major events such as the BET Experience to more than 165,000 annually.
The Hanover Theatre’s educational initiatives remain a cornerstone of its mission. Meghan Montaner, president of the Conservatory & Education Division, noted that its programs now reach 20,000 students annually. “The combination of a 2,300-seat theatre, a robust performing arts conservatory, and a professional repertory company provides so many rich, engaging experiences,” she said. “It’s an incredible gift to be able to provide so many transformative experiences in the arts.”
Seiffert’s experience as an executive board member of San Francisco’s Yerba Buena Center of the Arts and trustee of Off-Broadway’s Egg & Spoon Theatre Collective has prepared him for the fundraising and community engagement aspects of his new role.
His previous positions at NBC Universal, where he increased operating profit by 35% at Syfy Network and managed strategic initiatives across Asia for CNBC, as well as previous position at TED Talks, will help him bolster both creative and financial success at The Hanover Theatre, he mentioned.
Seiffert sees particular potential in Worcester’s revitalized downtown area. “There’s a lot of diversity in this community and the kind of art that I think we can bring to people,” Seiffert said. “When I looked at just where the organization was in terms of its kind of status in the community, which is in a great place, and the opportunity, it just feels like it is a real, real opportunity for growth that was really attractive. What finally sold me on it was amazing people. Amazing people here and amazing people in the community.”
Among his immediate priorities are ensuring first-class experiences for theatregoers and expanding the theatre’s regional reach.
Additionally, expansion to alternative venues includes the Carroll Plaza (which sits outside of The Hanover Theatre), where Andrew Plummer, programming & booking associate, sees potential. “There are many options [at the Carroll Plaza] as it’s such a diverse space. We currently are presenting our summer lunch concerts this year. We also hope to have more large group events – family programming, dances, classes, art experiences and celebrations on the plaza in the coming seasons. As we move forward and grow, we plan to continue to offer a wide range of activities on Carroll Plaza.”
The board unanimously selected Seiffert following a national search that attracted nearly 100 applicants.
Looking ahead, Seiffert sees a few challenges that he is looking to tackle. “I think that we are competing with screens,” he said. “Some organizations in the last especially since post COVID have had real struggles, and we’re not among them, because I think we’ve adapted, and we’ve grown. But I do think a lot about how we can continue to be relevant…how can we continue to be a special place for that next generation? They love live events.”
As The Hanover Theatre continues to recover from pandemic-related challenges, Seiffert’s arrival comes at a time in which Broadway Series subscriptions reached an all-time high last year.
The Hanover Theatre attracts approximately 170,000 patrons annually across over 200 performances and events. “I think a lot of that comes through diversity, because I think this younger cohort expects and demands to have a wide range of content choices,” said Seiffert. “And I think that’s part of what we are doing and will continue to do.”
Matt Olszewski is a freelance content and news writer based in Boston, MA. In his free time, Matt enjoys running, hiking or skiing. Matt just graduated with his MPH from Tufts University. He can be reached at mattoskier@gmail.com
