Theatre Projects is excited to announce the addition of Gena Buhler in the new position of Head of New Business Development, North America. Gena brings over 20 years’ experience in event production, venue management, operational logistics, festival and program development, and relationship-building of critical partnerships to the Theatre Projects team.

Gena will lead the business development team in North America and will act as a key member of the strategic planning team, offering timely and expert advice on project needs, feasibility, early project visioning, and other business planning. She’ll work to identify projects and relationships that have the potential to enrich communities and will work with clients to match Theatre Projects’ services with their needs. Gena’s experience transforming neighborhoods into vibrant and creative communities will be a valuable resource to Theatre Projects’ clients.

“Gena’s a great addition to our team,” says Daniel Ordower, General Manager. “She understands the industry, our goals, and our markets—the arts, corporate, hospitality, retail, sports, and entertainment. She’ll be offering valuable and strategic insights to our clients on the management and operations of their venues, which will enable us to create more sustainable, impactful, and efficient spaces for their communities.”

Gena joins Theatre Projects from the Wheeler Opera House (Aspen, CO), where she served as the executive and artistic director. During her time in Aspen, she re-engaged the community in the historic venue by revitalizing programming, increasing the profile of the  Aspen Laugh Festival and  Aspen Mountain Film Festival, launching several community-based efforts, and she managed Phase III and Phase IV of Wheeler’s historic renovation project. Previously she was theatre director at Vilar Performing Arts Center (Vail, CO), worked in New York  for The Road Company and IMG Artists, and started her career in festival management with Ann Arbor Summer Festival.

“I’m delighted to be able to engage with the amazingly talented, smart, and creative group of people who come to work every day excited and full of energy,” says Gena. “I’m looking forward to helping Theatre Projects realize our full potential, while being able to collaborate and offer support to my colleagues and friends across North America. Even amid the greater impacts of 2020 to our industry, I’m excited to embark on this new adventure and the challenges ahead.”