Harrisonburg, a vibrant city in the heart of Virginia, is home to a beloved cultural landmark – a theater that has long been a staple of the downtown landscape. Recently, this iconic institution has welcomed a new managing director, Justin Reiter, who brings a wealth of experience and a fresh perspective to the stage.

Unlocking the Potential of Harrisonburg's Diverse Community

Embracing Diversity, Cultivating Inclusive Programming

Reiter, a seasoned theater professional with over 40 years of experience, including work on off-Broadway productions and a recent stint as the executive director of the Masonic Theatre Preservation Foundation in Clifton Forge, is eager to leverage Harrisonburg's diverse community to create a vibrant and inclusive programming lineup. "There's a pretty diverse community here in Harrisonburg, so I think that brings opportunity for having diverse programming," Reiter remarked, highlighting the potential to cater to the varied interests and backgrounds of the city's residents.

Listening and Learning: The Key to Meaningful Engagement

Recognizing the importance of community input, Reiter has vowed to adopt a listening-focused approach in his new role. Drawing inspiration from a German philosopher's wisdom, Reiter emphasized the value of active listening, stating, "If you only half-listen, you will learn little." He plans to actively engage with the community, seeking to understand their desires and experiences at the theater, in order to shape a programming schedule that truly resonates with the local audience.

Steering Clear of Gossip: Maintaining Transparency and Integrity

Reiter's commitment to his new position extends beyond programming; he is also determined to foster a culture of transparency and integrity within the theater's operations. Heeding the advice he received at a young age, Reiter vowed to avoid the pitfalls of gossip, recognizing its potential to undermine the trust and cohesion of the organization. By prioritizing open communication and a focus on facts, Reiter aims to create an environment where the community can feel confident in the theater's leadership and direction.

Championing the Arts as a Cornerstone of Community Life

At the heart of Reiter's vision for the theater is a deep-rooted belief in the transformative power of the arts. As a firm believer in culture and the arts as a keystone of quality of life, Reiter is on a mission to encourage the community to embrace the theater and its offerings. He urges residents to visit not only the theater but also the city's museums, events, and other cultural attractions, recognizing the vital role they play in shaping the vibrancy and livability of Harrisonburg.

Navigating the Challenges of a Post-Pandemic Landscape

Reiter's arrival at the theater comes at a pivotal moment, as the arts and entertainment industry continues to navigate the lingering effects of the COVID-19 pandemic. Undaunted by the challenges, Reiter is committed to leveraging his extensive experience and innovative mindset to guide the theater through this transitional period. By fostering strong community partnerships, exploring creative programming solutions, and prioritizing the safety and well-being of patrons, Reiter aims to ensure the theater's resilience and long-term sustainability.

Honoring the Theater's Legacy, Shaping its Future

As Reiter settles into his new role, he is acutely aware of the theater's rich history and the responsibility that comes with leading such a beloved institution. With a deep respect for the theater's past and a visionary outlook for its future, Reiter is poised to build upon the foundation laid by his predecessors, while also introducing fresh ideas and bold initiatives that will captivate the community and solidify the theater's status as a cultural cornerstone of Harrisonburg.