Hala Moddelmog, President, The Woodruff Arts Center

In an interview with Focus:, Hala Moddelmog, president of the Woodruff Arts Center, discussed the institution’s continued growth, focus on access, and community engagement through initiatives like NeuroArts and youth programming. “Art is more than entertainment. It’s not a luxury but an essential part of human well-being,” said Moddelmog.

What key changes over the past year have impacted the Arts Center, and how have those changes shaped your strategy and operations?

Over the past year, there have been some changes in federal funding for the arts. Fortunately, the Woodruff Arts Center receives less than 1% of its funding from government sources, so while we’re disappointed to see reductions in arts funding overall, our operations and mission have remained steady.

We’re proud to be home to the Atlanta Symphony Orchestra, the Alliance Theatre, and the High Museum of Art. Attendance has remained strong across all three. For example, we recently co-produced Fiddler on the Roof with the Atlanta Opera, which became the highest-grossing play in Alliance Theatre’s history. Some people came to see it three times. The Symphony is also having a great year, and the High continues to draw large crowds. For example, the new Viktor&Rolf exhibition curated by our new fashion curator has been especially well received.

Operationally, we’re stable and continue to expand our role as a host for major events. We’ve held Venture Atlanta here for the fourth year and Technology Association of Georgia events for multiple years. We’re also seeing increased interest from national organizations. For instance, a group from Los Angeles and New York is planning a three-day music festival here next May. 

And of course, we’re preparing for FIFA’s arrival next summer, working closely with the Argentinian Consul General and others to plan cultural events around the World Cup. Overall, we’re focused on continuing to grow, host, and collaborate across all our programs.

How is the center preparing to engage the community during the upcoming FIFA World Cup?

We’ve been in conversation with many of Atlanta’s consulates as part of our planning. While final match locations won’t be confirmed until early December, we know that the city will host multiple games, and we’re preparing accordingly.

We’re considering purchasing a license to stream matches across our campus. We have five indoor screening areas and a large outdoor space that can accommodate about 1,000 people on the piazza. Beyond screenings, we’re also working with companies and consulates to host VIP events, media receptions, and special dinners.

During that time, we’ll be showing a new musical, Basura, by Gloria Estefan and her daughter Emily Estefan, which will offer another cultural experience for visitors. The World Cup brings many people who want to be part of the atmosphere, even without tickets, and we see an opportunity to make the Woodruff Arts Center a gathering space for them. With our beautiful campus and range of venues, we’re well positioned to welcome both locals and international visitors.

Can you share more about the NeuroArts Blueprint Initiative and how the Woodruff Arts Center is involved? 

This is an exciting new collaboration. The NeuroArts Blueprint Initiative is a joint effort between Johns Hopkins University School of Medicine’s International Arts + Mind Lab Center for Applied Neuroaesthetics and the Aspen Institute’s Health, Medicine & Society Program. Its goal is to advance scientific research that demonstrates how the arts impact brain health and well-being.

Georgia launched its own community NeuroArts coalition last week, and we were officially announced as part of the new cohort. This builds on three existing pilot programs that have been running for several years.

Our region was selected because of its strong academic base. Between Georgia Institute of Technology, Emory University, Georgia State University, the University of Georgia, Agnes Scott College, Spelman College, Brenau University, Morehouse College, and Morehouse School of Medicine, we have the research infrastructure needed to study how art functions as an intervention. For example, Your Brain on Art, co-authored by Susan Magsamen, co-founder of the NeuroArts Blueprint, explains the science behind this emerging field. She gave the keynote at our launch event.

One new study announced that evening involves The Howard School, a K-12 school for children with language-based neurodiverse needs. In partnership with Georgia Tech and our three resident arts organizations, they will study how artistic engagement can support self-regulation. We also have ongoing studies with the Atlanta Symphony Orchestra and the High Museum of Art working with people living with Alzheimer’s and their and caregivers.

This initiative helps validate what many in the arts already understand: Art is more than entertainment. It’s not a luxury but an essential part of human well-being. We’re wired for art, and this work helps build the scientific foundation for that truth.

How is the center engaging with Atlanta’s creative economy and supporting local talent development?

One strong example involves our collaboration with a group led by the University of Georgia and Georgia Tech’s ATDC, an incubator that serves the entire state. The group brings together a cohort of filmmakers and creative professionals at a time when the film industry in Georgia is facing new challenges.

Georgia has been a major film hub in recent years, but production activity has started shifting as costs rise in the U.S. and other states such as California introduce new tax incentives. Our goal, collectively as part of this cohort, is to help retain creative talent in Georgia and ensure that filmmakers, storytellers, and producers can continue their work here.

At the Woodruff Arts Center, this connects directly to the work we do across our divisions. The Alliance Theatre, for example, employs actors and other performing artists. One of the most meaningful initiatives there is a childcare program designed specifically for actors. Rehearsals happen during the day for about six weeks, and once the show opens, performances run at night. For parents with young children, that schedule makes childcare prohibitively expensive.

The Alliance Theatre developed a program that provides free childcare to actors working with us. The service is led by teaching artists trained to engage children from infancy to age 10 through art-based learning. Although some initial funding for the program was discontinued, the Alliance is committed to raising the resources needed to sustain it. It is a rare model nationally and makes it possible for more artists, especially parents, to continue working in their craft.

How has the center deepened its engagement with the Atlanta community, and what are your goals moving forward?
This is one of our most important priorities. We’ve been working on a major project called the , a $67 million campaign that’s now nearing completion. It will serve as a dedicated stage where the Alliance Theatre and the Atlanta Symphony Orchestra present youth and family programming throughout the year.

Right now, we simply don’t have enough space to meet the demand for children’s programming. Given that Georgia ranks 50th out of 50 states in arts funding, we feel a strong moral obligation to expand access. Schools bring busloads of students here every week, and this new stage will allow us to serve many more.

Alongside that, PNC is sponsoring the new PNC PlaySpace for children ages 0 to 5. It will be open six days a week, free of charge for children and their caregivers. It’s designed as a place for toddlers to engage with art in a joyful, enriching way. Demand is already expected to be so high that we’re planning to issue timed tickets to manage attendance, which is a good problem to have.

We haven’t slowed down our efforts to expand access. The NeuroArts initiative is also part of that mission, as it connects arts participation to mental health, empathy, and cognitive development. Art stimulates the neural pathways that help people learn, read, and connect emotionally. As one filmmaker told us recently, her film’s purpose was to increase empathy, and that’s what art does.

Live events have also played a key role in community engagement. Since the pandemic, there’s been a huge resurgence in demand for live music. People crave shared experiences, whether at the symphony or a popular concert. The sense of community around live art is something truly special, and it continues to grow.

What are your top priorities for the next few years? 

Our focus is to expand access to the arts and ensure that cost is never a barrier. We also want to change the perception that art is a luxury or purely entertainment. Part of our work with the NeuroArts Coalition is about raising awareness that art has measurable effects on health and well-being.

The coalition’s leaders tell us it takes about three years to fully embed this understanding into the community. People need to see the results and believe in the impact. Over that time, we’ll continue to build the research base, increase public awareness, and contribute to the literature on neuro arts.

At the same time, our three resident Art Partners are producing exceptional work. Maintaining that quality and supporting their continued excellence will remain a top priority. We’re in a fortunate position to have such strong leadership and creative talent across all our organizations.