Meet AT&T Performing Arts Center President Warren Tranquada

It’s the world-class entertainment destination right in our own backyard. Founded in 2009, the AT&T Performing Arts Center comprises three distinct venues across a Downtown Dallas campus glittering with lights and polished glass. Through hundreds of events each year, which in turn draw hundreds of thousands of visitors, the programming showcased within the Winspear Opera House, Wyly Theatre and Strauss Square represents the full panorama of performance: theater, opera, ballet, modern dance, popular music and comedy.

Nobody knows this better than Warren Tranquada. A longtime events industry veteran, he stepped into the role of president and CEO of Dallas’s epicenter for live performance in 2022 during the pivotal post-COVID pandemic period. As the years passed, the challenges and triumphs haven’t stopped coming. Fast-forward to the present, a pending merger between the AT&T Performing Arts Center and the Dallas Theater Center will result in these two historic organizations combining operations starting in 2027.

How are you, and how is the summer going at AT&T Performing Arts Center? Well, with the FIFA World Cup 2026 as the kick-off of the summer, it certainly was very busy in June and July. We experienced more activity than normal, and it was really exciting to see so many people on the streets of Downtown. It was inspiring as to what is possible in the future. Beyond the economic impact of the games themselves, my hope was that visitors would leave with an appreciation for what North Texas can offer in hospitality, in the arts, and in public infrastructure, and that we would earn a place on people’s list of destinations they want to see when they’re visiting the United States. I think we were able to achieve that.

what are a few changes that you’ve seen during your time in Dallas?

In the past few years, I think there has been increasing interest among the leadership of cultural institutions in finding ways to productively collaborate with each other. I think we’ve all recognized that attracting audiences is harder post-COVID, but I wouldn’t blame this entirely on the pandemic. I would actually point to broader changes in audience habits, including the rise of streaming services and on-demand content, and a general comfort with making decisions at the last minute.

Although people still very much value live experiences and going out, I think they are more selective about what they’re choosing. And so, the opportunity for us as a sector has been in recognizing that we’re not really competing with each other – we’re competing with other forms of entertainment. That has opened up the ability to be much more collaborative about marketing and about coordinating schedules. Whether they come to my organization or a different organization, it’s all positive for our sector, for the neighborhood, and for our missions, so let’s work together to drive that up.

Speaking of collaboration, can you talk us through what to expect from the upcoming merger with Dallas Theater Center?

Dallas Theater Center produces content, which means they are reading scripts, hiring actors, hiring directors, building sets and so forth. At AT&T Performing Arts Center, we are typically booking shows that are traveling on the road. From a customer standpoint, the merger will create a more integrated customer experience for the produced theater that comes out of Dallas Theater Center, and the presented theater that AT&T Performing Arts Center has historically brought to the city. This will enable easier coordination of scheduling and the ability to build packages that make sense for individual customers.

I don’t think that it always matters to the customer how something was created. I think what matters to the customer is whether it’s the type of show they want to see at the right place and at the right time. That’s really the power we can have from working together. For example, if it happens that you’ve got a conflict, it’ll be a little easier for you to swap your tickets for something else. It will also make it easier to put a package together that meets your specific needs.

What is your favorite part of your role at AT&T Performing Arts Center?

You know, I love this work, but one of the highlights is that I see an awful lot of shows – and not just here at the center. I really try to spend time at all of the venues and see what’s happening in the arts community around the city. I love seeing the wide variety of art that we have here. I also love seeing how the customers interact in different ways at different venues. I am working when I’m doing that, but I’m also having a really good time doing so.

What are a few of your favorite shows that you’ve seen in the past couple of years?

That’s a tough one. One that really jumps to mind wasn’t in Dallas – it was Rage Against the Machine at Madison Square Garden in 2022. It was an exuberant show, and for many people, it was their first time coming back into live experiences. There was just so much emotion in the audience, and a lot of other middle-aged men like myself were just going crazy. More recently, I saw Rush at Dickies Arena this June, and it was a really glorious show. They hadn’t toured in quite some time, and fans were eager to see them back on the road and still at the top of their game.

You’re originally from Toronto, and you relocated to Dallas from your previous role in New Jersey. What aspects of Dallas life have you come to enjoy the most?

We live in North Dallas, and we love that this city has been incredibly welcoming. It’s very easy to find community. For a large city, it’s actually quite small, and I don’t mean that geographically. I mean that it’s relatively easy, compared to a lot of other major cities, to make connections to leaders, to make friends, to show up places and see people you know. The restaurant scene here is also great. There’s just so much you can do to create a home here.

Finally, can you give us a hint as to what you’re looking forward to in the coming season?

We are bringing Mystic Pizza: A New Musical to the city. This is a pre-Broadway show and something that very few people in Dallas will have seen before, so that’s exciting to me.

This interview has been edited for clarity and brevity.