Seiffert joined The Hanover Theatre last year from TED Conferences, where he was the head of global business development, responsible for generating revenue from live events, audio and podcasts, streaming, and consumer products. In his short time leading the Worcester theater and conservatory, he expanded programming to include a subscription series for Broadway shows, international dance companies, and THT Rep, the theater’s in-house professional company.
Renovated in 2008 for $32 million, the Hanover theater is now a state-of-the-art performing arts center, with dance, acting, voice, and technical design classes offered in a neighboring building purchased in 2014. The theater brings in around 200,000 visitors per year, Seiffert said, and its outreach programs benefit more than 18,000 children annually, including kids from under-resourced communities in the city.
Last summer, the Francis R. Carroll Plaza opened outside the Hanover, featuring an outdoor stage for public events and performances and a public art installation. The theater saw $7 million in ticket sales and more than $12 million in total revenue in 2024.
Laura Finaldi is a former WBJ reporter and current freelance writer.
