4 min read January 2024 — In an interview with Invest: Hala Moddelmog, president & CEO of The Woodruff Arts Center, shared that they are embedding arts education in classrooms across 150 out of Georgia’s 159 counties. Moddelmog also noted the remarkable 57% BIPOC attendance achieved just within a few years, and how currently they have a $67 million plan to revitalize the campus.
What are some key highlights and milestones for the center over the past year?
Our Woodruff Arts Center comprises three partners: the Atlanta Symphony Orchestra, the Alliance Theater, and the High Museum of Art. Noteworthy achievements include the Alliance Theater’s four to five sellout shows in the last six months, a remarkable feat given the challenges faced by regional theaters with large deficits and many closing down.
New artistic directors, Tinashe Kajese-Bolden and Chris Moses, have brought fresh energy, resulting in a smashing season that resonates with the audience. The Atlanta Symphony Orchestra, with Music Director Nathalie Stutzmann, the only woman in the top 25 American orchestras, continues to thrive with strong ticket sales.
The High Museum of Art has presented compelling exhibitions, such as “A Long Arc,” featuring photography in the American South. This exhibition spans from the Confederacy to the Civil Rights Movement, showcasing the work of black photographers. The museum aligns with the powerful quote from Martin Luther King Jr.: “The arc of the moral universe is long, but it bends toward justice.” The success of our three partners reflects a dynamic and responsive cultural landscape.
What educational initiatives do you have in place to foster artistic development in the community?
We are currently in the midst of a $67 million capital campaign to revitalize a part of our vast campus, akin to Lincoln Center, with a focus on a theater in need of repair. This renovation aims to create a stage for youth and family, particularly for the Alliance Theater and the Atlanta Symphony Orchestra. Additionally, we are constructing a play space adjacent to it, open 365 days a year for kids and families to enjoy freely. Simultaneously, we are enhancing our front entrance on Peachtree Street, a pivotal initiative set to break ground next year. This comprehensive effort includes a new landscape and lighting plan across our three buildings, ensuring the highest and best use of spaces.
Our commitment extends to addressing literacy challenges in America, exacerbated by the pandemic. By providing immersive experiences and free access to the arts, we believe in fostering social and emotional well-being, contributing to increased literacy and empathy. In a recent meeting where we discussed our schematic design, our artistic directors were absolutely thrilled about the upcoming changes and expressed gratitude for the funds raised as they emphasized the positive impact on the community, especially children.
How has your focus on technology in recent years translated into leveraging digital platforms to expand your reach?
Our organization has been at the forefront of embracing innovative approaches to expand the reach of our performances. Utilizing digital capture technology, we have transcended language barriers, enabling our renowned Atlanta Symphony Orchestra, a member of the top 25 orchestras, to share their musical brilliance globally. Especially, since with an orchestra there are no language barriers.
Additionally, one of our noteworthy achievements has been securing film tax credits, a crucial component of our strategy as we capture and distribute performances. This initiative has proven immensely beneficial, and we are steadfast in our commitment to maintaining and optimizing this advantage.
In collaboration with talented filmmakers, we are actively exploring cutting-edge methods to capture live plays, particularly those catered to children, in a manner that resonates with the digital-savvy generation. Our goal is not merely to document performances but to create a compelling and immersive experience for young audiences.
This initiative aligns seamlessly with our dedication to providing a holistic experience. We have robust pre-and post-play curricula that accompany our performances, ensuring that students and educators engage deeply with the artistic content. This comprehensive approach enhances the impact of our artistic endeavors.
As we work towards the construction of a dedicated stage for Youth and Family, we’re excited about the potential it holds. Our vision involves capturing a significant portion of these new performances using state-of-the-art technology. This ambitious endeavor aims not only to preserve the artistic essence of these works but to distribute them widely across America.
Our ultimate goal is to address the stark reality that many children lack access to art. By leveraging technology, we aspire to bridge this gap and bring the transformative power of the arts to as many school systems as possible. This commitment reflects our deep belief in the potential of art to enrich lives, especially for those who might otherwise have limited exposure to it.
Given your emphasis on increasing accessibility and diversity in the curriculum, how are you engaging with contemporary social issues and fostering community dialogue?
The High Museum of Art has consistently set itself apart by actively engaging with the diverse Atlanta community. While the average museum in America achieves a BIPOC attendance of around 9%, the High Museum of Art has soared above with an impressive 57% BIPOC attendance in 2023, mirroring the demographics of the vibrant Atlanta community.
The museum has ingeniously crafted inclusive events like “Friday Night Jazz” and “High Frequency Friday,” drawing diverse audiences and creating spaces where individuals can connect with art in various ways. Another unique offering, “Oasis,” provides a serene experience, blending spirituality, yoga, and mocktails, catering to a different mood set. These events, held monthly on Fridays, have become integral to the cultural fabric of Atlanta, promoting accessibility and inclusivity.
Adding to their community-focused initiatives, the High Museum of Art opens its doors for free every second Sunday, rewarding Atlanta residents with an opportunity to immerse themselves in artistic experiences. This commitment aligns with the museum’s dedication to making art accessible to everyone.
Furthermore, the Alliance Theatre, a vital component of the Woodruff Arts Center, goes beyond traditional performances. They actively foster community dialogue through talk-back sessions, creating a platform for reflection and discussion. Notably, during the annual production of “A Christmas Carol,” the Alliance addresses Atlanta’s income inequality and lack of mobility, sparking conversations about collective action and community support.
Adding a twist, the Alliance presents productions like “Peter Rabbit,” turning classic tales into environmental narratives. This innovative approach aims to instill lessons of sustainability, sharing, and environmental consciousness, reaching out to a diverse audience, including children aged 5-10. The success of this initiative is evident in the play’s unprecedented three-month run, resonating with students from all over Georgia who flocked to experience this unique environmental story.
Simultaneously, the High Museum of Art enriched this experience with an exhibit on Beatrix Potter, providing additional learning opportunities for older students and adults. This synchronized effort between the Alliance Theatre and the High Museum of Art showcases their commitment to community engagement, education, and fostering meaningful connections through the arts.
What is your vision for the future of the Woodruff Arts Center, considering its role in the regional art scenes and its impact on the community?
Our overarching mission and vision are centered on ensuring that as many people in Georgia and the surrounding area have the opportunity to experience art. A significant aspect of our efforts involves an exceptional group dedicated to expanding access. The Alliance Theatre Institute has deployed teaching artists to 150 out of Georgia’s 159 counties, a substantial undertaking to embed arts education in classrooms. This commitment not only differentiates us but amplifies our impact, especially as we focus on fostering arts education, a crucial and resonant aspect of our community engagement.
Personally, having grown up in this area and frequented this space since the fifth grade, the additional emphasis on education resonates deeply with me. The ongoing push for arts education broadens our vision and enhances our emotional connection to the community. It adds a unique and vital dimension to our mission, making our approach not just about adult art experiences but also about shaping the artistic journey for learners of all ages.
One of the remarkable outcomes of our concerted efforts is the substantial increase in the diversity of our audiences. In a relatively short span, we have achieved noteworthy results. To illustrate, in 2015, our BIPOC attendance was at 15%, and since then, the growth has been nothing short of remarkable. We take pride in ensuring that our spaces and exhibits reflect the rich tapestry of our community. Whether it’s LGBTQ representation, highlighting women artists, or embracing African art in a nuanced way through our dedicated African art curator – and I am careful to say African art, rather than African-American because that is already there. We are intentional about covering diverse aspects of the artistic spectrum.
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