New CEO Promises Sejong Center Facelift
By Lee Hyo-won
Staff Reporter
Park Dong-ho is determined to bring his entertainment business know-how to his role as the newly appointed president of Seoul’s Sejong Center for the Performing Arts.
The former vice-president of CJ Group promises to turn the center into a cultural hub by 2014, as an art space for and of the people. Renovations, developing original content and social outreach programs are in the making, with efficient management as the rule of thumb.
``I have been involved with cultural enterprises, and my ways have not changed much because the Sejong Center is a public organization,’’ the 54-year-old told reporters in Seoul, Tuesday, about managing the center under the auspices of Seoul City. His tenure will last for two years until the end of 2011.
There are five main elements in business ― market and consumers, creativity, resources, infrastructure and organized labor ― and the only difference in running a public organization from a private one is that the resources come from civilian taxes, he said. Seoul City funds about 65 percent of the 40-billion-won annual budget, while the rest comes from space rental fees.
Thus a sense of social responsibility comes first and foremost, Park said. ``Projects benefitting the public are a top priority but that does not mean we should pursue them at the expense of undermining profits. But I’d like to emphasize that our focus is not making profit but rather using the resources most efficiently to provide as many free and affordable performances as possible.’’
Some of the center’s latest pet projects were free lunchtime outdoor performances, arts classes for amateurs and quality concerts for 1,000 won. This year’s agenda includes continuing and developing such social outreach programs, including some 200 traveling concerts where the center’s residential artists will put on performances at venues such as schools, hospitals and welfare centers.
Renovating the center itself is another way to better serve the public, said Park. A big change is the opening of Sejong Mall in October. The basement of Sejong Grand Theater, which has been reputed as a notoriously cramped parking lot, will transform into a multifunctional space for visitors. It will house restaurants, cafes and other convenient facilities for those in the Gwanghwamun area.
Currently Sejong Story, the underground exhibition hall, attracts about 2,000 visitors per day during the week and 20,000 on weekends.
Construction is expected to be completed next August on a new wing, which will feature an underground ``experimental theater’’ and rehearsal rooms, and meeting spaces and event halls on the upper levels. The experimental theater will also provide open-run folk performances for tourists.
Moreover, Seoulites can look forward to the premiere of an original musical, ``Dwitgolmok Jujeongbaengi’’ (Backstreet Alley Drunkard) in September and opera ``Yeonseo’’ (Love Letter) in December. Other not-to-miss events include a tour by the Philadelphia Orchestra, led by Maestro Charles Dutoit, from April 30 to May 1.