Reynold Peterson reflects on decades of arts and impact at Overture Center

Reynold Peterson moved to Madison 40 years ago to join the Civic Center staff, where he spent 22 years helping navigate its transformation into Overture Center. He retired 18 years ago as senior vice president of finance and operations. Peterson has been pivotal in Overture’s journey, playing a key role in its history and continuing to support the organization. This past year, he helped organize archived photos and documents for our 20th anniversary season.

Discover how Peterson’s story has been intertwined with Overture’s since 1984, and how his dedication still shapes our community today.

What attracted you to the Madison Civic Center?

While finishing my master’s in arts administration at the University of Iowa and working as the assistant director at the new Hancher Auditorium, I stayed active in the arts, participating in choir and theater. My role at Hancher connected me with concert managers across the Big 10, where I heard great things about UW-Madison and Ralph Sandler, the Madison Civic Center director. When I saw the assistant director’s position open, I knew I had to apply.

What was the organization like in the 1980s and 90s?

The Civic Center, a city-owned venue, faced challenges with its finances and had a small but dedicated staff. When expansion talks began, there were understandable concerns about finances, property acquisitions and the impact on local businesses. However, Jerry Frautschi's generous $205 million pledge transformed the vision into reality, turning doubts into excitement and paving the way for a brighter future.

How has Overture Center changed our community?

Overture Center has transformed our community by boosting the local arts scene and downtown growth over the past 20 years. As a top-notch facility, it offers diverse programming that brings a wide range of arts to the public, both through paid and free events. Programs like The Jerrys, OnStage student field trips and Kids in the Rotunda have expanded opportunities for students and families, providing more shows and performances than ever before. Overture is not just a venue—it's a thriving hub that supports artists and enriches our community.

Did you find anything remarkable while organizing the archives?

A lot of history! I came across original paperwork from the creation of the Civic Center and the purchase of the Capitol Theater. I even found my handwritten ledger sheets of the original contributions to the first National Endowment for the Arts $250,000 challenge grant for the first endowment campaign, a three-year project.

What are you most proud of from your years at Overture?

I’m most proud that I kept the Grand Barton Organ front and center. During Capitol Theater’s remodel, I insisted the console be positioned in a significant, visible location, not stored backstage and forgotten. It’s such an incredible, historic instrument, the last of its kind in its original location.

What are your favorite retirement pastimes?

I love attending performances at Overture! I have subscriptions to Broadway and Overture Presents as well as to Madison Symphony Orchestra and its Organ Series, Madison Ballet, Madison Opera and Forward Theater Company. There are many weeks that I’m at Overture multiple days in a row. I also love to travel all over the world. This May, I traveled to Taiwan and Japan, and in August, I visited Slovenia and Croatia.

Why do you donate to Overture Center?

I owe my career to Overture. It’s given me so much, and now I’m giving back for all it’s done for me.

Do you have a wish for Overture on its 20th anniversary?

I hope Overture celebrates many, many more anniversaries!