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The renowned Celebrity Series of Boston, a staple of exceptional music and dance performances since 1938, has initiated a significant transformation. Now rebranded as Vivo Performing Arts, the organization seeks to deepen its connection with audiences while fostering a vision of inclusivity and community engagement.
During a notable event, the organization unveiled its new name and logo, marking a pivotal moment in its 88-year history. This transition from Celebrity Series to Vivo reflects not merely a change in title, but the organization’s evolving goals and aspirations.
The evolution of a legacy
Throughout its distinguished history, Vivo Performing Arts has presented an impressive lineup of artists, including soprano Maria Callas, the esteemed Bolshoi Ballet, and the iconic Dizzy Gillespie. The organization continues to cultivate its relationships with celebrated musicians such as Yo-Yo Ma, enriching the cultural landscape of Boston.
As part of a strategic planning initiative conducted from 2026 to 2026, Vivo performed an extensive review of its mission and objectives. This process, which received board approval in May 2026, aimed to enhance audience diversity and expand the organization’s outreach. Gary Dunning, the president and executive director, remarked that the previous name limited their potential: “The Celebrity Series name was getting in the way of what we wanted to do.”
Welcoming a diverse audience
The rebranding to Vivo Performing Arts carries significant implications, emphasizing a commitment to a more inclusive approach. The name Vivo, derived from Latin and meaning ‘to live’, represents a vibrant and dynamic connection between artists and their audience. This shift departs from the traditional notion of celebrity, focusing instead on the shared experience of performance.
Additionally, the organization is dedicated to dismantling barriers that previously restricted access to its events. Unlike before, when subscriptions were often mandatory, Vivo now offers single tickets and pay-at-the-door options, facilitating easier engagement with the arts for newcomers.
Strategic goals and future aspirations
The transition to Vivo Performing Arts signifies more than a name change; it embodies a broader vision for the future. The organization remains committed to upholding high artistic standards while fostering community partnerships. Dunning elaborated that the new identity reflects core values such as joy, equity, integrity, curiosity, and collaboration, essential for connecting with audiences.
Joshua Boger, chair of the Board of Directors, emphasized that this transformation results from careful planning and consideration. “The shift to Vivo Performing Arts is the culmination of a deliberate and thoughtful eighteen-month strategic process,” he noted, highlighting the board’s unanimous support for this new direction.
Upcoming performances and collaborations
In its inaugural season as Vivo Performing Arts, the organization is set to host a variety of distinguished artists and ensembles. Audiences can anticipate performances by the Chicago Symphony Orchestra, Vienna Philharmonic, and the Budapest Festival Orchestra, among others. This diverse lineup promises to entertain and inspire, showcasing the vitality of the performing arts in Boston.
As Vivo Performing Arts continues to evolve, it remains dedicated to its mission of enriching lives through compelling live performances. The launch of the new website, VivoPerformingArts.org, provides a platform for reaching wider audiences, with a complete rollout of the new brand scheduled for the announcement of the 2026/27 season.