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A staple of downtown Harrisonburg is under new management.

Justin Reiter began his new role as the theater’s managing director earlier this month.

Reiter filled the vacancy left when JP Gulla, the theater’s previous managing director, departed in late August. Reiter has brought more than 40 years of experience in theater with him, including work on off-Broadway productions, and four years of experience from his most recent position as executive director for the Masonic Theatre Preservation Foundation, based in Clifton Forge.

“There’s a pretty diverse community here in Harrisonburg, so I think that brings opportunity for having diverse programming,” said Reiter, who lives in Staunton.

Reiter said that, as he entered his new position, he would rely on advice from a family member to help him learn.

“First of all, I think listening is a really important thing,” Reiter explained. “There’s a quote from a German philosopher that was, ‘If you only half-listen, you will learn little.’ I think that’s an important quality to have, to be able to listen to what people would like to have at the theater and what experience they’re having at the theater. And, you know, the other one that was taught to me at a very young age is, ‘Don’t listen to gossip.’”

Reiter said that his main message to the community is to support the theater by coming to shows. A firm believer in culture and the arts as a keystone of quality of life, Reiter said he encourages people to visit the theater and local museums, events, and more.

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