We caught up with the brilliant and insightful Noreen Green a few weeks ago and have shared our conversation below.
Noreen, looking forward to hearing all of your stories today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
My nonprofit business is a Jewish orchestra. While participating in the Aspen Summer Music program as one of the conductors, we were tasked with creating a concert with the other music students. I decided to organize and perform a concert of Jewish music, rounded up 30 student musicians and convinced them to perform for free. We needed a place to perform so I contacted the Aspen Jewish Temple to be the venue (which was actually located in a church, they took down the cross and put up the Jewish star for us). They agreed to help fund the concert by paying for music rental, a post-concert dessert reception, and all of maintenance costs associated with being the host venue. The concert was standing room only. My conducting teacher (who happened to be Jewish) attended the concert and immediately, the next day, basking in its success, sat me down and said, “This is your niche! There is an orchestra on every corner of Los Angeles, but go for it. Remember to always think in terms of the highest quality, don’t repeat any music for the first five years, and have a five-year plan.”
I was newly married, had just quit teaching at a university, had no business experience, but thought, if he believed in me, I could do it! I discussed the idea with my husband, a physician, and Chief Medical Officer of a large private health care group, and with his blessing, we jumped in! The owner of his company contributed seed money and I went to work!
If I knew then what I know now, I am not sure I would have had the courage. But youth, passion and spousal support were on my side. We had our “Debut” concert six months later. Next year, 2024, we will be celebrating thirty years!
For the first year, we existed as an entity under the nonprofit umbrella of the Jewish Music Foundation. The founder of that organization was a friend who had been presenting Jewish music concerts in the LA area, so I was lucky to have him as a mentor. After that initial year, we needed to part ways and so we found another umbrella organization to exist under. After another few years, we became our own nonprofit.
After three years of being in business, it was time to create our own Board of Directors. In order to apply for government funding, you generally need to prove your existence for three years. We formed our Board and started applying for grants in both the public and private sectors. Our budget at the time was minimal, just the cost of the musicians for the concerts and a producer. The synagogue venues were supportive and didn’t charge us to rent their space. The 1990s were a very different time from now.
We started to expand our programming into concert halls, added an education program and expanded our staff. Fortunately, in those early years, office space was underwritten by a donor. Now remember, I am the conductor, so in addition to planning the music programs, researching and coming up with themes for our concerts, choosing soloists, running rehearsals, working with the tech people, I was also managing the administrative aspects. This is typical for founder-directed nonprofits. As we grew, and my family grew (I have two children), I needed more help. Luckily, my husband’s business sense and vast contacts were readily available. I also used my own contacts in the music world to navigate many treacherous waters. I always had bookkeepers and a CPA to keep the financials and taxes in order. And a development director to help with grant writing.
One of the most important aspects of this business was that it wasn’t my livelihood. I was fortunate that I was free from that burden, and could use my talents to not only plan the music program but to also raise money to allow my orchestra musicians, soloists and staff to be compensated. I am most grateful to be in this position.
We have performed in the most prestigious venues in Los Angeles, including the Walt Disney Concert Hall, The Ford Theatres, the Greek Theatre, the Thousand Oaks Civic Arts Auditorium, Royce Hall, The Soraya, and in all the large local synagogues. Our orchestra consists of some of the finest players, along with community members who are dedicated to our mission. We have presented concerts with Hollywood luminaries such as Leonard Nimoy (z’l), Tovah Feldshuh, Dave Kos, David Benoit, Melissa Manchester, Hershey Felder and Theo Bikel (z’l). Premiered hundreds of compositions, presented up and coming young artists, raised money for Jewish and non-Jewish organizations, brought our unique repertoire to international, inter-faith and multicultural audiences, and educated over 20,000 school children using music as a bridge to other cultures, thereby creating harmony rather than discord between peoples.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
As a child, I played piano, sang in the choir and was student music director in high school. I received a Bachelor of Music Education, taught high school music for a couple of years and then immersed myself in the Jewish music world by taking a job as music director of a synagogue. During my 30 years at the synagogue, I also conducted a Jewish community choir and taught music at Jewish day schools. I went on to get my Master of Music in choral music, taught at the university level for 10 years, conducted the main stage musicals and continued with my jobs at several synagogues. I completed my doctoral studies at University of Southern California, writing my treatise on the Music of David Nowakowsky, (1848-1921) considered the “Bach of Jewish Music.” My career went international when I was invited to present a lecture on Nowakowsky’s music at a Jewish music conference in Odessa, Ukraine. There he had worked for fifty years as music director and composer at the famed Brody Synagogue. While I had been immersed in the Jewish choral music scene for many years, it was in Odessa in the magnificent Odessa Opera House that I heard orchestral Jewish art music performed for the first time. Having already spent the summer in Aspen and received the encouragement of my teacher, I knew that there was a niche market to research, promote and perform music of the Jewish experience. It was after this initial phase that the idea of the formation of the Los Angeles Jewish Symphony clicked.
I am most proud of our education programs. In one such program, “A Patchwork of Cultures: Exploring the Sephardic- Latino Connection,” I have introduced elementary school children to Jewish history, culture and music. We use Sephardic (with its roots in Spain) Jewish music as a bridge between the Jewish population and the Latino population. We teach about Sephardic culture, immigrant culture and the similarities of our stories. We then bring the students to a synagogue, where some have never been, they get to experience an orchestra, which many have never heard, and allow the students from both the public schools and private Jewish day schools to sing and dance together. It is the highlight of our year. We also have a Holocaust education program for older students. “Triumph of the Spirit: Holocaust Stories Through Music,” teaches how music was a life-line for many of the victims and survivors. It celebrates the power of music as a tool for survival, resilience and resistance.
As an educator, I feel that it is important that all my concerts have an element of learning. Each concert is developed with a theme and then I introduce each piece on the program, so that the audience becomes active listeners. I explain the music, how it relates to the theme of the program and then subjectively why I like the music. The audience feels like they are not only entertained but educated, thereby uplifting the concert going experience.
Any advice for managing a team?
Each of my employees knows that they are an extension of my philosophy. The orchestra reflects my belief in creating an experience that will not only entertain, but enrich and enlighten. There are no problems, only challenges. We are not dealing with life or death (like my husband who is a physician deals with every day). We are so fortunate to be bringing beauty and culture to the world. Yes, there are deadlines. Yes, the show must go on. Yes, we need to meet our budget marks, but nothing has to be done or said in a tone that brings people down. I am very conscious of how people to talk to each other. I set an example of kindness and respect. I try to treat everyone as if they are the most important person in the world – whether they are the maintenance person sweeping the floors or the soloists for the concert. My orchestra members say that I have the patience of a saint. Well, we all could use the benefit of a little more kindness in our lives.
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
In the early days, I went to seminars and conferences managed by NAWBO (National Association of Women Business Owners). I believe that mentors are important. When I have encountered a problem of how to handle a sensitive situation, I have my “go-to people” whom I respect and admire. I have read several articles/books on entrepreneurs – especially women who have forged ahead in their own careers. Oprah Winfrey- Leadership Style & Principles; The Other Einstein: A Novel; The Only Woman in the Room, A Novel (Story of Hedy Lamarr); and The Only Woman in the Room: Episodes in My Life and Career as a Television Writer are a few. I look to Golda Meir, the first Woman Prime Minister of the Jewish State of Israel, for inspiration. This, in addition to the music conferences I attend and research that I do to program concerts We cannot survive in a vacuum – it is so important to reach out and find like-minded individuals to talk to and support each other. Especially like-minded Women.
Contact Info:
- Website: https://lajs.org
- Instagram: https://www.instagram.com/lajewishsymphony/?next=%2F
- Facebook: https://www.facebook.com/LAJewishSymphony/
- Youtube: https://www.youtube.com/channel/UCq2XbH7XPk2ag5vEfNvyHug
Image Credits
Photos by Yasin Ozturk, Sheldon Bolter, Alexander Gitman, Luis Luque | Luque Photography, Kevin McIntyre