Print edition: 
Donald Reinhold, the new executive director of the Wichita Symphony Orchestra, understands the marriage of passion, work and art.
“It hit me at an early age,” said Reinhold, who began piano lessons at age 10. “Music consumed me and became my passion, and I think I knew at that point that I wanted to spend my life in music.”
The symphony announced Thursday that Reinhold will be its newest executive director. He fills the position left vacant in September when Mitch Berman, the symphony’s executive director of 31 years, died. Following Berman’s death, which came two months after he was diagnosed with pancreatic cancer, the Wichita Symphony Society launched a national search for a new executive director.
Reinhold starts his new job Jan. 3.
After years of studying piano and music history, Reinhold decided that music management was the best way to use his talents.
Having grown up in New Jersey and attended colleges in Pennsylvania, North Carolina and Salzburg, Austria, Reinhold was up for adventure, he said. He realized that the impact he could have on a musical community was greater than the impact he could have on individual students.
After college, he landed a position at the University of Maryland, eventually becoming assistant director of the school of music. While there, he created the National Orchestral Institute – a national summer training program for highly gifted college orchestral musicians.
“It’s turned out hundreds and hundreds of famous musicians,” Reinhold said. Several of these musicians ended up at the Wichita Symphony Orchestra, including Gerald Scholl, the symphony’s principal percussionist. “In an indirect way, I’ve been linked to your community.”
Reinhold also is linked to the symphony by way of its musical director and conductor, Daniel Hege. When Reinhold was asked to replicate his summer model in the university’s year-round program, he called on Hege to conduct the first performance.
“I still remember that performance. He conducted ‘Pictures at an Exhibition,’ ” Reinhold said. “The faculty’s eyes lit up, and their jaws dropped. They realized all you need is a good leader (conductor) that could inspire great music. That’s Daniel’s strength.”
So when Reinhold heard of this opportunity to work with Hege, he jumped.
“Hege can inspire great music,” Reinhold said. “That’s what I find appealing about this opportunity.”
Along with Reinhold’s respect for Hege comes a deep respect for the symphony’s musicians and board members.
Having worked for the Grand Teton Music Festival in Wyoming and the Fresno Philharmonic in California, Reinhold is aware of the many challenges a symphony faces.
“Orchestras around the country are in trouble,” he said. “It’s an organization that has not adapted well to change.”
Reinhold increased the audience base for his last orchestra and plans to do the same in Wichita.
“We have to create things that the community values,” he said.
Reinhold knows that pleasing the customer is of utmost importance. He calls this patron-centric service.
“The dirty little secret is a lot of people go to the orchestra once, but they don’t come back,” Reinhold said.
Through innovative customer relations and children’s programs, and additional pops concerts, Reinhold has a proven model to increase both attendance and support.
“He’s really taught me how to program pops,” said Reinhold’s former colleague Jane Kenworthy, executive director of the Stockton Symphony in California. “I think you’re very lucky to get him. He’s a good manager and a thoughtful manager.”
Reinhold hopes to demonstrate how music transforms lives. He believes that everyone loves classical music, “but they don’t know it.”
Reinhold plans to deepen the community’s appreciation for Beethoven, Mozart and Stravinsky, as well as James Taylor and the Beatles.
“There’s going to be an awful lot to do very quickly,” he said. “We’ll hit the ground in sprint mode.”
