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Creating Community Through Philanthropy and Partnerships

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Creating Community Through Philanthropy and Partnerships The Salzburg Festival Society: creating community through philanthropy and partnerships Interview with the Salzburg Festival Society (SFS) Chairman The Honorable Alexa Lange Wesner Festival president Helga Rabl-Stadler and Alexa Lange Wesner, 2018 © Salzburg Festival Society/Angela Pham SALZBURG FESTIVAL SOCIETY The Salzburg Festival Society able to sit outside at the Dom- American philanthropy has celebrates American philan- platz and the street procession been important to the Salzburg thropy, which dates back to the made it festive and exhilarating. Festival since its founding. Do Jedermann was the first perfor- you find that younger genera- founding of the Salzburg Festi- mance of the Salzburg Festi- tions are providing the impor- val. Funds raised by a dedicated val on August 22, 1920, so I tant financial support neces- board of directors and generous thought it was fitting that it was sary for performing arts institu- donors benefits the annual pro- my introduction as well. It has tions to thrive? gram of the Salzburg Festival. become my annual tradition. Core to our mission of philan- American Philanthropy is a model thropy is to support a tradition You have been a Director of for the world. Giving is a part of of artistic excellence, prioritizing the Salzburg Festival Society our culture, and incentives like tax and its Chairman since 2018. deductibility make it even easier initiatives that are inclusive and What have some of your ob- for people to give. Apart from promote peace in society and jectives and accomplishments incentives, Americans have tradi- further developing programs been over these years? tionally prioritized the preserva- that build a stronger community. tion of human values, to inspire The Honorable Alexa Wesner When I became chairperson and transform communities. Since has been Chairman since 2018, in 2018, I had big shoes to fill. the founding of the Festival, major bringing her insights and lead- My predecessor, Gerry Andlin- donors have played a transfor- ership as U.S. Ambassador to ger was one of the most gener- mative role to ensure that special ous patrons of the Salzburg Festi- projects and programs are real- Vienna from 2013--2017. Now val. He was a great leader and ized. As we have moved for- that the Festival is at the crux built a strong organization based ward we have relied more and of a global pandemic and cele- in the United States. My goals more on the generations that brating its Centennial, it enters a at the outset of my chairmanship were not alive during the Festi- period of reflection and prioriti- were to continue Gerry’s legacy, val’s inception, after WWI. This zation. We are reflecting on the to grow our donor base in the means that we have an opportu- extraordinary legacy of the first United States, and to modernize nity to remind and educate audi- 100 years of staging excellence. our approach to patron recruit- ences about why the Festival was ment. Our board, our Executive started – as a peace project. I Director, and I, have taken a want to draw in, to the Festival, You were the U.S. Ambassador fresh look at our processes, our the younger generation and con- to Austria from 2013--2017. Is events and our offerings. We vey that the origin and early mis- that when you discovered the have started outreach programs sion of the Festival is of contin- Salzburg Festival and can you in various cities across the U.S. uous importance. I believe the recall one of your first high- and have created partnerships younger generation will step up lights? with other organizations that to continue support of our cul- share similar missions. We still tural institutions – but I also be- Yes, I discovered the Salzburg have a lot of work to do, and lieve we need to work hard to Festival in 2014, the summer we remain committed to effec- make it compelling, and not after I moved to Vienna. I re- tively spreading the word about just take for granted that they member so clearly being mes- The Salzburg Festival in the U.S., “should” support them. merized by Jedermann – since as one of the finest international the weather permitted, we were arts institutions. You represent the younger gen- 111 SALZBURG FESTIVAL SOCIETY eration of philanthropy. What cited about how we might pivot We are better together! sort of programming do you in certain ways to address even believe most effectively attracts wider audiences and bring the The SFS supports the Festivals this younger generations finan- festival – into large or small cu- tradition of excellence, cele- cial support? rated social events. This would brates its mission to promote increase our outreach of the Fes- peace and works diligently to I love that you state I represent tival’s artistic program, reaching create a community of friends. the younger generation of philan- more people across the globe. How do interested volunteers thropy. I just turned 48, so maybe In a sense, we can become even and contributors get involved? I’m on the cusp. But thank you. more accessible through technol- Perhaps I can see myself as a ogy, with a captive audience at Great question! Program contri- bridge between some very gen- home. This is where we have an butions are first and foremost on erous and established philan- opportunity to further develop a my list of ways people can step thropists and those that are just volunteer base. up and help. Spreading the word wanting to become philanthropic and involving friends is another. in their lives. I do feel like there You are also a member of the We are looking for ambassadors are always ways in which our Salzburg Global Seminar (SGS) in key cities to relay the impor- programming can improve to be Board. In what ways do you tance of the Festival, in the United more attractive to younger audi- think the SFS can use its strate- States. We welcome everyone ences. We need to meet the gic partnerships locally and in- interested in participating. We younger generation where they ternationally to further expand need to support our cultural insti- are (be that on a social media and fulfill its mission? tutions – especially during this platform or engaging them and global crisis – because often their families, with programs like Partnerships. We are all better times our cultural institutions are the opera camps). off when we come together to the first to suffer from a philan- support our common missions or thropic stand point. Our cultural We hope we are soon in a shared passions. SFS and SGS institutions give us the capacity post-pandemic period where have so much in common. Salz- for renewal, they teach us about many lives already impacted burg Festival founder, Max Rein- ourselves and reveal the human can find the new normal. In hardt, conceived the idea of the psyche – how to respect and what ways can the Salzburg Festival at his Salzburg home, learn from the past, and be bet- Festival and SFS use this time to Schloss Leopoldskron. This is now ter in the future. explore opportunities for growth the laboratory of SGS. It is fun to and positive social impact? explore how many ways we can To support us or learn more, leverage each of our strengths please go to our website: We are not yet in a post-pan- for the betterment of both our or- www.sfsociety.org/engage. demic period. I fear we might ganizations, and society at large. be in a mid-pandemic period. SFS is exploring other partner- I hope I am wrong. The Festi- ships with like-minded organiza- Alexa Lange Wesner is the former United States Ambassador to Austria. Wesner was val can use this time to create tions, such as the West-Eastern born in Washington, D.C., and spent her thoughtful programming that en- Divan Orchestra, performing at childhood in Reston, Virginia. She is a first generation American with parents from Ger- gages the general public and its the Festival since its founding in many and Latvia. Wesner has founded a core audience. We discussed 1999. We will all be better off number of companies in recruiting, technol- ogy, civic engagement and communications. many opportunities on a recent through identifying efficiencies Wesner now lives in Aspen, Colorado. conference call and got so ex- created through partnerships. She has three children. 112.
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