Vivian Baguer Holland (’14)

Vivian graduated from the Arts Administration program in 2014 following internships at MIT’s List Visual Arts Center and the art gallery Galería Cubana. Prior to enrolling in the program, Vivian completed a BFA with a double major in fine arts and art history from the University of Alabama at Birmingham with honors in interdisciplinary studies. She worked for 14 years at Blue Cross and Blue Shield of Alabama, a large nonprofit health insurance company. After moving to Boston, she decided to begin a career in the arts and thus enrolled in the Arts Administration program in 2012.

Vivian now works as the Associate Director of Special Projects at the Boch Center in Boston, one of the nation’s leading nonprofit performing arts institutions and guardian of the historic Wang and Shubert Theatres. As New England’s largest cultural venue, the Boch Center is home to theater, classical and popular music, dance, comedy, opera, Broadway musicals, family entertainment, and more.

In this interview, she speaks about her current job, previous positions, and experience in the program.

How did the Arts Administration program help you explore your career options and get to where you are today?

I was interested in finding a way to apply my business experience in operations, management, sales, and marketing to the arts sector. When I read though the course descriptions and program goals, I thought BU’s program would be a great fit. The variety of courses allowed me to tailor the studies to my interests. Once I began working, I found that much of the coursework translated well into the real world.

How did you get started in the field?

I began interviewing as I was finishing my last course with Dr. Rich Maloney. While I worked on my final paper, I received an email from Dr. Maloney telling me that the Boch Center (then known as Citi Performing Arts Center) might have a position opening up. He encouraged me to reach out to the Chief of Staff, who had contacted him. I scheduled a chat over coffee and within a week they made me an offer. The position I filled replaced another alumna who received a great promotion with another arts organization in the city. So, the Boch Center replaced one BU arts administration alumna with another! At the time I began, there were three additional BU arts administration alumnae working for Citi Performing Arts Center, which was terrific. I knew I would be in good company.

You currently work as the Associate Director of Special Projects at the Boch Center. Could you tell us about your work with the organization?

At the Boch Center, I dedicate most of my time to the nonprofit mission of our organization by leading our growing community initiative ArtWeek Boston. ArtWeek is a creative festival that has grown to involve more than 70 communities in Eastern Massachusetts. Many BU alumnae from local arts organizations have participated as event hosts, as well as the university itself. During the first part of the ArtWeek cycle, I spend time making outreach presentations, phone calls, and sending emails to recruit and coach individual artists, arts organizations, and local businesses to offer something unique for ArtWeek. I then work with our small team to process applications and market and promote individual events as well as the festival as a whole, and handle any press requests.

To expand the reach of our festival, I’ve worked closely with the Massachusetts Office of Travel and Tourism, the MCC, the Greater Boston Visitors and Convention Bureau, and Boston Mainstreets groups. I have recently been talking to alumna Kim Driscoll, the Program Assistant in the Cultural Development Division of the City of Worcester, about expanding ArtWeek in a more meaningful way in central Massachusetts. To complete the ArtWeek cycle, I collect data for stewardship reporting and future funding requests and work closely with our grants manager in drafting and submitting final reports and grant proposals. In addition to managing the ArtWeek workflow, I create and manage the ArtWeek budget, collect and report quarterly institutional data in support of our strategic plan, attend board meetings and assist with our internal employee-driven human resources task force.

You’ve also worked with other arts organizations, such as Galería Cubana and MIT’s List Visual Arts Center. How did this work experience help shape your career?

At the List Visual Arts Center, my central assignment was to coordinate all the materials necessary to assist the museum through their reaccreditation with the American Association of Museums (AAM). I collected data from multiple operating areas to submit to the AAM. By reading the material submitted, interviewing people responsible for different functions, and spending time with my supervisor, I left the List with a nice high-level overview of what’s involved in managing and running an arts center located on a college campus.

Galería Cubana, in contrast, is a small, for-profit gallery. It was more traditional in terms of my functions there, which involved selling work and managing the day-to-day operations of the gallery. At the time, it was the only gallery licensed to sell work from Cuba in this part of the country. Since my family is from Cuba, it was great to use my second language and meet people interested in supporting the work of Cuban artists.

Both experiences taught me that much of the work of running an arts organization parallels that of running a business, and gave me confidence that I would have valuable skills and experiences to offer an arts organization.

According to you, what does an organization look for in an arts administrator?

I think it is important to be a flexible and lateral thinker, a good problem solver, and a team player, and maintain high energy and enthusiasm for your organization’s mission. Working with a small team – and I know my team at the Boch Center is bigger than most – does require the ability to move from a macro view to micro and back. It is valuable to think strategically about the present and future impact of decisions as well as to be able to carefully proof work that will be seen by external constituents. Most importantly, one must believe in the transformative power of the arts.

Please tell us about a recent accomplishment that’s meaningful to you.

I’m really proud to see the growth in ArtWeek, a community initiative of the Boch Center that engages artists, arts organizations, and local businesses in over 70 communities throughout Eastern Massachusetts ranging from Worcester to the Cape and Islands. When I joined the team in the fall of 2014, ArtWeek featured 77 events in 27 towns and neighborhoods mostly in Boston, Cambridge, and Somerville. In contrast, Spring ArtWeek in 2017 will offer 260 events! Many BU alumni have hosted ArtWeek events or work for arts organizations that have hosted events. I value and cherish the members of our growing ArtWeek community and their commitment to making creative expression accessible to all. It is humbling and deeply moving to experience the breadth and scope of the passion and support for the arts in our community.

Have you experienced any setbacks in your career? What did you learn from them?

When I moved across the country and chose to change career paths, I did not make a lateral move into the arts sector. Hence, I was not immediately granted the autonomy and authority I enjoyed at Blue Cross. I also quickly learned that there are big cultural differences in the work environment when you move from an employer of 3,500 associates to an employer of 35. It took a willingness to accept that although I was an expert in a different field, arts administration was new for me. There were a lot of skills and experiences I could apply to my new position, but there was a lot I needed to learn too. Happily, nearly three years into my work as an arts manager, I’m using many of my business skills in concert with what I learned at BU and I’m enjoying the nimbleness of working on a small team. We can enact change much more quickly at the Boch Center than I ever could at Blue Cross!

Do you see any major challenges or issues in today’s arts industry?

Funding continues to be an issue and likely always will be. We just don’t know what’s going to happen to the NEA (National Endowment for the Arts), which will impact state funding. I serve on the Wellesley Cultural Council and while the awards we make are small, they make a huge difference to the artists and arts organizations that run on tiny budgets. Aside from funding, there is also much competition for audiences, which have so many choices of how to spend their free time. While nothing compares to the live experience of performing or visual arts, you have to get the audience there first!

How do you stay up to date with news in the arts industry?

I read a number of online publications including the Art Newspaper Daily, Massachusetts Nonprofit Network, Artsy, and the Artery. I keep up with MASSCreative, the Massachusetts Cultural Council, and the Boston Foundation. I also scan the Wall Street Journal, the New York Times, the Boston Globe, and the Washington Post. I make an effort to attend arts-related discussion events as often as my schedule permits. As a board member of Bridge Repertory Theater, I recently attended the Greater Boston Theater Board Leaders’ 2017 Spring Convening on Diversity & Inclusion. During this half-day Saturday workshop, voices from across the city were heard. It was a great conversation and I look forward to more. Our metro area offers so many opportunities to stay engaged and have a voice in shaping the community; we are very blessed.

Were there any classes in particular that you would recommend to current and prospective students?

I would encourage a current or prospective student to take a variety of classes so they leave the program with a good overview of the areas needed to run a nonprofit and the issues that arise. I also completed the Graduate Certificate in Fundraising Management, which was valuable because I now know the language of development, even though that’s not my primary focus right now. If you can, take any classes taught by Linda Sutherland (who teaches Educational Programming in Cultural Institutions), Janet Bailey (who taught the marketing class when I was a student), Michael Ibrahim (who taught grant writing), and Jen Guillamin (who taught my Art World class). I was blessed with many gifted and committed instructors.

In addition to those just mentioned, some of my favorite classes were the study abroad courses. They offered unmatched opportunities to meet European arts administrators and civic leaders, and to hear a different perspective compared to how things work in U.S. It was also a rare opportunity to unplug from regular life and focus on classwork, get to know my classmates, learn about the organizations they were part of, and learn more about the field as a whole.

Do you have any advice for current and prospective students?

Take the time to thoroughly enjoy your graduate school days. The semesters will go by more quickly than you think and your classroom time offers a unique opportunity to meet people working across the sector in various roles. In addition, BU’s Arts Administration graduate program is a well-connected program at a well-connected school. There are BU graduates all over the globe, and you can find Arts Administration graduates in almost every arts organization in this city. Take advantage of this great built-in community!

Build relationships by getting to know your classmates. Many courses require team projects, which offer an opportunity to get to know people you are going to school with. In the months leading up to my job search, I asked folks about the organizations where they worked or completed their internships. Your classmates will give you honest feedback. They are a great resource.

Finally, your professors are your allies and biggest fans. Take time to get to know them; they just want to see you succeed and you can learn so much from their professional and life experiences.

Interview conducted by Shwetali Sapte.