N.C. Symphony’s New CEO Uses Experience, New Strategies to Take Orchestra in New Direction
Here at String Visions, there are a lot of articles about the musicians who play in orchestras. There are many others, however, who help run a symphony: librarians, stage-hands, and administrators handle all of the non-musical work so that the players can focus on doing what they do best. One of the most important of these behind the scenes employees is the CEO, who oversees the business side an orchestra. Like the conductor, the CEO is the person who keeps the whole organization together.
For the North Carolina Symphony, that person is Sandi Macdonald. A veteran in the orchestral management field, Macdonald has 20 years of experience in fundraising, scheduling, and negotiating contracts. She’s worked with the Toronto Symphony, the Seattle Symphony, the Michigan Opera Theatre, and, most notably, the Cleveland Orchestra. Now she’s taken over in Raleigh and intends to make a big impression. Currently in the works are a five-year strategic plan, revisions to the orchestra’s partner magazine, and the expansion of a program that brings chamber music to local pubs.
In addition to revamping the entire organization, Macdonald has her work cut out for her when it comes to managing the budget:
A key part of Macdonald’s responsibilities is getting the symphony back on solid financial footing. The deep recession has wreaked havoc on the finances of orchestras across the country, with even the venerable Philadelphia Orchestra declaring bankruptcy.
The N.C. Symphony’s finances have improved dramatically from two years ago, from the $2.5 million debt in 2009 to a $413,775 debt this past summer.
That progress, however, wasn’t an easy adjustment. The musicians took a heft pay cut, and numerous projects and tours were canceled in order to keep the orchestra afloat. Macdonald has plans to keep the current budget on track, which will continue to reduce the N.C. Symphony’s deficit. To ensure financial security, she stressed a stronger connection between the musicians and the audience, as well as engaging new listeners, particularly youth.
While Macdonald’s new strategy is still in the planning stages, there’s no doubt that her experience and the orchestra’s excitement about her recent appointment will produce great results. Like many orchestras that have seen rough times recently, the N.C. Symphony is reevaluating its prospects and getting back on the right track. And with a new CEO to lead the way, there’s sure to be more interesting news from Raleigh in the coming months.
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