Lisa Reiss and ‘Her Lady,’ the Paramount

“My philosophy is that a theater is a reflection of the community where it exists; and if you have something as beautiful and wonderful as the Paramount and you are not using it to promote the community then you are doing a disservice to your community,” said Lisa Reiss, the Executive Director of the

Sitting in the Paramount’s red velvet chairs on a winter afternoon, Reiss spoke ardently about the theater she has been running since November, 2011 and her plans make the community “Paramount Proud.”  Brand name programming, connecting with the community, website redesign and marketing “events” are among Reiss’ ideas to revamp the Paramount’s image.

Reiss was hired by the Paramount’s Board of Directors in October to take over for former Executive Directore Pat Braja, who now works for the Westchester Library System. With 30 years of industry experience and 11 years of experience as the Paramount’s programming consultant, the Connecticut mother has clear ideas for what she will do with “her lady.” (Read full biography .)

“I think of her as a lady,” Reiss said, complimenting the theater’s , architecture and presence. “I walk in the morning and I say ‘good morning Paramount.’ They call me corny all the time, but you can’t sell something you don’t believe in.”

Reiss plans to evaluate the Paramount’s past successes and failures and is “inclined” to go towards brand name programming, “to help people rediscover the theater again.” Howie Mandell, Judy Collins and Duncan Sheik & Suzanne Vega are three brand name acts that Reiss was excited to book for the theater.

The new director says her industry experience and relationship with influential managers and industry-folks will be a boon for the theater and the community. And while she can talk about baby boomer populars like Judy Collins, Reiss knows what draws the 20-30s crowds as well. The director mentioned that she has calls in to get the Trey Anastasio Band (the side project of Phish’s lead singer) and Band of Horses - bands you might not hear on the Top Ten radio, but you’ll hear in college dorm rooms or cubicles across the country- to play the Paramount. 

While the director and her team, which consists of new manager Jay LaPierre, focus on brand name programming, they will also remain dedicated to continuing the broad range of other series and programs that the Paramount has been offering. Seth Soloway, who had been hired in the spring of 2011 as a general manager, will now work for the Center in a consultant capacity.

“The Paramount Center for the Arts by definition is diverse,” Reiss said. She explained that the theater serves as an art gallery and presents several series including the opera, cinema, film and educational programming.

“We are far more than a Rock N’ Roll house,” she said.

Her plans for educational events are to work with schools to provide shows that correspond with schoolwork. “We want to provide more than just a field trip and make it an experience.”

Having heard complaints from the business community that the Paramount runs too independently of the rest of the community, Reiss spoke enthusiastically about her plans to change that. She said she will start sending weekly e-blasts to businesses that list that week’s shows and ticket sales so places can plan accordingly.

“I want to make sure they have a heads up,” she said of weekends when the Paramount sells out.

Reiss was careful to mention that she wants to coordinate her summer schedule around the many outdoor festivals and make a point not to compete with other events, but to compliment them. 

Another idea Reiss gushed about was creating “marketing events” rather than just offering traditional advertising opportunities. She explained an elaborate marketing event for a magic show that was successful elsewhere that provided publicity for a local paper, a hardware store, a locksmith, the magician and the theater. 

While Reiss works to make the community “Paramount Proud,” and help people from around the region rediscover the theater, she hopes to do so without cost increases.

Tickets range from about $20 to $50 for most shows and Reiss hopes to keep it that way. The next live performance is Ricky Nelson remembered on Saturday, Feb. 4. Several films will be showing over the next week. Check paramountcenter.org for the schedule.

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