Hanover Theatre hires NY production executive to replace Troy Siebels as CEO

A man with short brown and grey hair wears clear glasses, a dark blue suit jacket, and light blue button down.

Photo I Courtesy of Worcester Center for Performing Arts Alan Seiffert, incoming president and CEO of Worcester Center for Performing Arts

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By Mica Kanner-Mascolo

Alan Seiffert has been named president and CEO of the Worcester Center for Performing Arts, the nonprofit behind The Hanover Theatre & Conservatory for the Performing Arts in Worcester, becoming the successor to the leader who built up the center to be a premier arts and culture destination over the last two decades.

Seiffert will assume his new role come Jan. 1, succeeding long-term President and CEO Troy Siebels who announced his resignation in June.

A man with short light brown hair wears a black suit jacket, white button down, and red tie with theater chairs behind him.

TROY SIEBELS

Siebels had led WCPA since 2004, four years before the Hanover opened its doors in 2008. Named a member of WBJ’s 2024 Power 100, Siebels oversaw the organization’s formation of The Hanover Theatre Repertory and the launch of the BrickBox Theater at the Jean McDonough Arts Center in Worcester.

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In 2023 with Siebels at the helm, the 2,300-seat venue attracted 180,000 patrons, generating $9 million in ticket sales and other event income with its total revenue exceeding $12 million. The theater was the 10th most popular tourist attraction in Central Massachusetts that year, according to data provided to the WBJ Research Department.

“Alan has a strong skill set to complement our talented team. I’m looking forward to working with him and supporting his vision for the future,” Siebels said in the release.

Seiffert was selected from a national executive search which garnered nearly 100 applicants, according to a Tuesday press release.

“Alan’s strengths as a visionary and strategic thinker combined with his thoughtful, humble, and empowering style will bring great energy and guidance to the team and community. The board voted unanimously and enthusiastically to welcome Alan as the next president and CEO,” Board Chair Kellie Thibodeau said in the release.

Seiffert joins the Hanover having most recently led business development, partnerships, licensing, and distribution activities as head of global business development for TED Conferences, a New York-based media production company. Previously he has held roles including executive director for Minnesota-based museum Paisley Park and vice president and assistant general manager for BET LIVE at BET Media Group, a New York-based media company dedicated to empowering the Black community.

Seiffert, who will relocate to the Worcester area from New York City, earned his law degree from the University of Michigan, his master’s degree from New York University, and bachelor’s degree in political science from California State University, Northridge.

“I am excited to join The Hanover Theatre and Conservatory to build upon its legacy of success, bringing the transformative power of the performing arts to audiences and students of all ages throughout our diverse community,” Seiffert said in the release. “The Hanover Theatre’s revitalization of downtown Worcester continues as we establish ourselves as the premier cultural touchstone for a burgeoning and diverse Central Massachusetts. I look forward to leading that effort with our visionary team of leaders and volunteers.”

Mica Kanner-Mascolo is a staff writer at Worcester Business Journal, who primarily covers the healthcare and diversity, equity, and inclusion industries.