Photo by Denman Bennett

After an unsatisfying stint as a consultant at Strategic Planning Associates in Washington, DC, Mark Weinstein (MBA 1981) developed a new strategic plan for his life with the goal of finding a job at the intersection of business and the arts.

He achieved that goal in May 1983, when he was hired as finance director of the New York City Opera. For the next 35 years, Weinstein made his way through arts organizations in roles as general director of the Pittsburgh Opera, executive director of the Washington Opera at the Kennedy Center, and CEO of the AT&T Performing Arts Center in Dallas. Today, Weinstein is the president and CEO of the Brevard Music Center, an institute and summer festival for young musicians in Brevard, North Carolina.

A CEO’s role in the arts, says Weinstein, is exactly the same as a CEO’s role in the for-profit world. The only difference is how he or she defines the ROI. “It’s not about money. It’s about mission. Everything else is the same,” he observes. At Brevard, the money made on tuition and performances—which draw an audience of 40,000 over the course of 80 to 100 shows each season—goes right back into the organization to create more value. It’s a $6 million organization, with nearly 25 percent of its income going directly toward scholarships to attract top performers. The rest is used to bring in guest artists, recruit top faculty, maintain facilities, and continually improve the experience for everyone involved. “Basically, in the business side of nonprofits, we’re enablers,” reflects Weinstein. “We enable the people who can be creative to go out and do their stuff, more so than if they didn’t have us around to help them.”

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