Celebrity Series of Boston Announces New Name
By Francisco SalazarCelebrity Series of Boston, one of New England’s premier arts presenters, has announced that it will be rebranding itself as Vivo Performing Arts.
The new name and visual identity are the culmination of an eighteen-month strategic planning process designed to align the organization’s public identity with its mission and vision to enrich, connect, and inspire our community through exceptional live performances.
The organization’s commitment to its artistic standards, programming, and community partnerships remains unwavering in the new era.
In a statement, Gary Dunning, President and Executive Director said, “As we look to the future, we recognized that our name needed to fully express our values of joy, equity, integrity, curiosity, and collaboration. Celebrity Series’ served us well for decades. But ‘Vivo Performing Arts’ captures the living heart of what we do now and what we hope to do well into the future. It creates a welcoming environment where everyone from longtime audiences to first-time attendees can feel that this community is for them.”
Joshua Boger, PhD, Chair of the Board of Directors added, “The transformation to Vivo Performing Arts is the culmination of a deliberate and thoughtful eighteen-month strategic process. The Board of Directors are unanimously committed to this new direction, which honors our legacy of artistic excellence while decisively positioning the organization for growth.”
The name “Vivo” is derived from the Latin root vivere (to live) and is used in Spanish and Italian to mean “alive” or “I live.” It was chosen to capture the kinetic energy of the organization’s work, shifting focus from the static concept of “celebrity” to the dynamic, shared experience of artists and audiences coming together.
The rebranding journey into Vivo Performing Arts was an intensive process of research, listening, creation, and consensus-building, conducted in partnership with Colossus. This effort was guided by our Board-adopted strategic goal to broaden, reach and diversify audiences.
The transition from Celebrity Series of Boston to Vivo Performing Arts begins immediately with the launch of the new website, VivoPerformingArts.org and the new name and brand will be fully implemented by the April 2026 announcement of the 2026/27 season.
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