Joan SquiresFeb 25, 2013 08:00PM ● By Judy Horan
OPA wanted her help in operating two theaters in Omaha—the venerable Orpheum and the yet-to-be-built Holland Performing Arts Center. Who could pass up the chance to operate a theater built in 1927 that was undergoing a $10 million renovation? And who wouldn’t want to participate in the building of a $102 million performing arts center in Downtown Omaha?
Squires saw it as a once-in-a-lifetime opportunity. “There was a committed board and key leadership. Also at that time, no one in Omaha was bringing in shows.”
OPA’s new president arrived in 2002 to find a staff of one and a lone computer housed in the offices of Heritage Services; the philanthropic foundation was OPA’s fundraiser. The Holland Performing Arts Center was only a sketch on an architect‘s drawing board. The Orpheum Theater was still owned by the City of Omaha. And few people knew much about OPA. “One of our greatest challenges was branding the institution,” Squires says. “We had to go from not in existence to fully operational in three years.”
Her first action was to help set goals: 1) Assume management of the Orpheum from the city, 2) Prepare a strategic plan for the development of the organizational and administrative structure for OPA, and 3) Participate in construction of the Holland.
“In 2004, we opened Ticket Omaha [a local ticketing service for the arts]. Tickets were on sale six months before the Holland’s first performance in 2005,” Squires says.
A Decade Later
Today, the OPA president has a staff of 90 full- and part-time employees and 500 volunteers. She oversees the 175,000-square-foot Holland Performing Arts Center and the renovated 2,600-seat Orpheum Theater that reopened in 2002. And Omaha Performing Arts now is the largest nonprofit arts organization in Nebraska.
Seventy-five percent of funding is now from earned revenue and 25 percent is from contributions.
Rankings in two industry publications in 2011 gave Omaha bragging rights. The Orpheum was ranked No.1 in Midwest ticket sales by Venues Today and No. 16 worldwide by Pollstar. The Holland was ranked in the top 10 nationally by Venues Today, an impressive ranking for a performing arts center that didn’t exist six years earlier.
“There were those that said Omaha could not support the facility,” remembers John Gottschalk, OPA chairman since its formation in 2000. Squires has oversight of a $18 million operation. “And in six years she has never missed her budget. Never.”
Squires’ success in luring top talent has brought a financial benefit to the area, attracting visitors, creating jobs, and increasing tax revenue. A 2011 survey by University of Nebraska economists concluded that the two theaters had a cumulative economic impact on Douglas County of $128.49 million over five years and a $98.31 million impact on Nebraska.
The widely praised acoustics of the Holland bring out the best of the Omaha Symphony. Broadway shows now seek out the Orpheum. Performances have included Wicked, Jersey Boys and Disney’s® Lion King, which returns in March.
Check Squires’ iPhone and you’ll find an eclectic collection of music. But Broadway tunes rule. “From childhood on, I’ve loved Broadway musicals,” she says.
OPA’s mission includes presenting educational programs for all ages, from student matinees to master classes to workshops taught by professionals.
“An addition at the Holland designed for teaching dance classes was added about three years ago,” says OPA Vice Chairman Richard Holland. The performing arts center was named for him and his late wife, Mary.
Squires has her finger on the pulse on Broadway theatre life and currently serves as a voting member for Broadway’s Tony Awards®. Active in Broadway League committees, she is a member of the Performing Arts Center Consortium and of the Association of Performing Arts Presenters. She is an advisor for the Broadway Dreams Foundation.The Life of Joan Squires
Joan was born and raised in Shippensburg, Pa., where her father ran a family business. Her twin brother, John, is the fourth generation in the business. Joan received her undergraduate degree in music education from Lebanon Valley College in Annville, Pa., and became a music teacher for three years. She loved her students, but teaching wasn’t her life’s mission.
She moved into arts management, earning a master’s degree in both business and music arts administration from the University of Michigan. She served as an intern for the National Endowment for the Arts and participated in a yearlong fellowship under the sponsorship of the League of American Orchestras.
Squires has worked in arts management for more than 25 years. Previous positions were with the Milwaukee, Utah, and Houston symphonies. She has received many honors including the Ak-Sar-Ben Court of Honor and the YWCA’s Woman of Vision. In 2012, she received a Governor’s Arts Award from the Nebraska Arts Council.
Squires has a short commute to work. She lives in a downtown condo about halfway between the two theaters that she oversees. Her husband, Tom Fay, was a vice president of the Arizona State University Foundation before they moved to Omaha. A native New Yorker, he played the oboe for 17 years with the Pittsburgh Symphony and held a second career in arts management and academic fundraising.
Fay and Squires have been married 22 years. She has three stepchildren and three grandchildren. Her husband has been supportive of her demanding career, says Squires. “He said he had his career, and it was now my turn.”
Squires said despite all the long hours she logs at work, it’s all worth it. “At the end of the day, standing in the back of the theater and watching the audience react, I think I have the best job in town.”