From Austin to Los Angeles to Dallas and now in Waco, Kristin Casner has rocked the world of entertainment and nonprofit marketing, making things happen for industry leaders E! Networks and “Entertainment Tonight” in L.A. and the Nasher Sculpture Center and NorthPark Management Company in Dallas.
Now she uses her considerable talents and relationship-based marketing strategies in her current role as director of development for the Waco Symphony Association. WACOAN writer Susan Bean Aycock sat down with her recently to hear more about the Symphony’s direction, its community programs such as Healing Harmony — free live performances at hospitals and nursing homes —and music as a key unlocking the doors to our memories.
What was your family of origin like and where did you grow up?
I grew up in both Sherman and Dallas, splitting time between my parents. Education and the arts were of huge importance to my family, and my sister and I are lucky we had so much exposure. A musical was either on TV or we were going to the [Dallas] Music Hall — don’t turn on Sondheim’s ‘Into the Woods’ in front of us unless you’d like a full show. Most of my family members have worked in the arts or higher education in some capacity: writers, photographers, professors, administration, even performers. I appreciate them and am thankful for it every day.
Where did you hope your career might lead with a bachelor’s degree in radio, TV and film from University of Texas at Austin?
While at UT, I interned at a talent agency in Austin, and that was a transformative experience that really set me on this trajectory of working in entertainment. The Austin entertainment community felt like a family at the time; it was just so much fun, and we were all so excited to be a part of it. I got to be Kate Winslet’s stand-in one day and I felt very important. I was just ready to go — move straight to L.A. and be in the middle of everything. I knew I would figure it out and I was lucky to have internships under my belt that provided connections.
What about your work path before Waco?
My very first job ever was at a Lone Star Exxon in Sherman that had a Subway and Baskin Robbins in it. It paid $6.05 an hour in 1997 and that was a big deal! My education was priceless, of course, but I feel like the school of life was my most valuable experience. There’s no classroom setting that can prepare you in the way that internships do. I did a summer internship with E! in Los Angeles between my junior and senior years at UT. That’s what really opened the door to working there as my first job after graduating college. I was just so fortunate to have that experience as my first one.
I look back on my career in two phases: a life in entertainment in L.A. at E! and “Entertainment Tonight” in my 20s, and then in Dallas in my 30s where nonprofit work found me and started to give me so much at the Nasher Sculpture Center and NorthPark Center.
At E! I worked in the talent department booking guests for all the shows on the network from ‘E! News’ to ‘True Hollywood Story.’ At “Entertainment Tonight” I worked in the PR department and we managed press and events for the show, its executives and on-air talent — including the legendary Mary Hart — and dealt with breaking news all hours of the day and night. And I mean all hours. I never put that Blackberry down.
At the Nasher Sculpture Center I managed special events and programs, planning everything from its exhibition openings to the first Nasher Prize Gala to a speaker series. We had Lin-Manuel Miranda while he was working on ‘Hamilton’ and I’ll never forget that one. The Nasher was an incredible opportunity and the one that opened my eyes to the role nonprofit arts play in a thriving community. I met my husband Brian there where he was working for Wolfgang Puck Catering and I was managing events, and there were a lot of late nights.
Then at NorthPark Center I led charitable partnerships for a place that’s not only iconic but deeply committed to supporting its community.
Now I suppose I’m in my third career phase.
What does it mean to be an ‘accomplished creative marketing leader’ as your LinkedIn profile details?
I focus on the word ‘creative’ because that’s the benchmark I always strive for. We’re all inundated with causes, events, opportunities, obligations and alerts going off at all hours. It takes creativity and making people feel seen to make an impression and add value to their busy lives. And then consistency to convert that into action. Give people more than they expect, always. Then take it one step further.
What prompted the move from Dallas and how long have you been in Waco?
It was a mid-pandemic desire that took root and nudged at us for about two years before we did it. We sold our home and moved without having jobs. It was a real leap, but we felt called and are so thankful we did. I will always love Dallas, though; people’s commitment there to civic duty and philanthropy is truly inspirational. We’ve been in Waco about three years now.
So what happened when you landed in Waco?
I’m thankful to have my parents close by; they’re retired and now live in Crawford. So we had a soft landing for a little while, and actually stayed in a 400-square-foot cabin on their property for a few months. I was able to really slow down and that was crucial to be able to reorient.
What were you doing as work at the beginning of your life in Waco?
I freelanced for a while doing special projects for arts and nonprofit organizations. It was a wonderful experience working with many types of organizations to support specific initiatives in marketing and development, and it taught me that we all have a lot of the same challenges. It gave me scheduled freedom during a big life transition. I’ve made wonderful connections with people in the arts and business communities in many markets.
Compare and contrast your life in Waco to Dallas.
My blood pressure is better! I feel like a better version of myself because I’ve changed my pace and been able to orient my life around family and being of service. Priorities have become clearer.
What do you appreciate most about Waco?
The quality of life. There’s a real sense of place and purpose here that I appreciate so much. There are wonderful people who care deeply for Waco and real options for culture that don’t require driving to Dallas or Austin. The community is special and I love the focus on family. You feel like you can make a difference here.
Where did you get your passion for community service?
My love language is acts of service. It’s important to me to be part of something bigger and longer lasting than myself. There’s nothing like working hard and seeing it make a difference in people’s lives — even if it’s making someone happy or feel special just for a moment. I have some remarkable former bosses to also thank for setting an example. Their leadership introduced me to top civic leaders and creatives and deepened my understanding of meaningful partnership.
How has your skill set transferred to Waco?
It’s all about relationships, really, no matter where you are — whether you’re working at the number-one entertainment newsmagazine show or running an event at a luxury shopping center with over 26 million visitors annually or planning an intimate dinner for donors or designing a marketing campaign. I always want to create an exceptional end result to be proud of and be able to say I did my best and was nice to work with. I’ve developed strong ‘get it done’ skills.
So you work across event planning, marketing and development. Which of those really lights your fire, or do you like the mix?
I love the mix. No day is the same; they all inform each other and that’s important, because we’re so inundated that it’s hard to make a splash in the market. You can’t be just a marketer anymore; you also have to be an event planner and do development and fundraising. It all has to be there to really make an impression. And it needs to be fun for people.
Tell me about landing your position with the Waco Symphony Orchestra.
I’m lucky to have known executive director Carolyn Bess and our music director and conductor Larry Loh in Dallas through my work at the Nasher Sculpture Center and NorthPark Center. I’m afraid I may have pestered Carolyn a bit about the job because I felt so strongly about the role. Not enough people know about the gift we have here with the Waco Symphony. It changes lives, and it’s positive and fun. What a life to be able to say you work in music.
What does your job entail?
I’m the director of development, which means a lot of things. Working to expand fundraising and visibility for the symphony, which in turn expands outreach and artistic endeavors. An average week can involve preparing for a board meeting, going to a community event where we have an ‘instrument petting zoo’ for kids to touch and hear the various instruments, writing thank you notes to supporters, reaching out for new connections and sitting in on rehearsals. Funding support is critical to the Symphony because ticket sales alone never cover the true cost of producing performances and programming. It also keeps it alive for future generations.
I hear great things about your community outreach program ‘Healing Harmony.’
Healing Harmony is one of the outreach programs of the Waco Symphony. It brings intimate live performances by small ensembles, usually a quartet, to hospitals, care centers, nursing homes and therapy sessions. Concertmaster Sue Jacobson and board member Jocelyn Williams have done an exceptional job, with big hearts behind the work.
There is no charge when we bring a performance to a facility; the program is focused on moments of beauty, comfort and connection. While the symphony musicians find great meaning in this program, we are proud to fully compensate them for their work, helping contribute to their careers as working musicians.
What kind of response have you gotten from Healing Harmony audiences?
There’s so much emotion in the memory care facilities because there’s such a connection between music and memories. [In our performances to people in memory care facilities], a spark will light in their eyes; they’ll start to tap their feet. You can see the memories coming back.
One woman told us that her late husband had bought her a music box on their honeymoon in Austria that played ‘Edelweiss,’ and when we played that song she felt like she was with her husband again. There was a gentleman who shed tears during ‘Somewhere Over the Rainbow,’ because it reminded him of his mother. Music is visceral. Nothing has the impact that a music memory does. Tell me any moment of your life and there’s a song there.
The response has been deeply moving, and we’ve only scratched the surface of the need. We’re asked back continually, and we hope to establish more frequent visits by increasing the visibility of and funding for the program. It’s an outlet to process the demands of life.
What’s your own experience with music?
I grew up in a major music house, but I quit the flute after two years in middle school. So, I’m an appreciator and enthusiast — someone has to be in the audience. Luckily, it’s the appreciation and belief in the power of music that translates to the job and not actual ability. I have immense respect for and am still awed by the talent of our symphony musicians — it’s a true gift for Waco.
Tell me about your family.
Well, my husband Brian is a clasically trained chef. He’s cooking at Opal’s Oysters by night and a bartender at Southern Roots [Brewing Co.] by day. So there are many chances to say hello to Brian at work. He’s worked at some of the best restaurants in Dallas: Nobu, Boulevardier, Rapscallion. Our son is 5 and the joy of our lives. We’re in the funnest phase with him, all dinosaurs and pirates and games and constant motion. I make notes on my phone so I’ll never forget the silly things he says at this age. He recently attended his very first symphony performance and it was so meaningful to begin that cultural journey with him. He’ll be coming to a ‘Nutcracker’ performance this December.
What do you like to do when it’s just the three of you?
Our schedules are all over the place, so when we find ourselves together it feels like a little gift. We really protect that time, and we’re honestly happiest at home. A good meal is a joy of our lives, obviously; we love to eat out. We love cheering on the Longhorns and Dallas Stars. We spend a lot of time with family just outside the city, enjoying the space and the escape.
With a chef husband, who cooks at home?
Well, I wish I could tell you it’s my husband the trained chef, but he cooks all day. So it’s usually me, or we’ll go out. Brian loves to try out all the taco trucks.
I know you’re deeply involved with Waco Junior League; tell me about that.
I love the Junior League — I joined as soon as I moved here. I wasn’t a member in Dallas because my jobs really didn’t allow me time for volunteering, but I always wanted to be because their reputation for service is unmatched. Dallas has the biggest Junior League in the country, but here you’re really able to know everybody. [The Waco Junior League] is full of women who want to be better and make their community better, and everything is rooted in that desire. It’s powerful to have a group of women all wanting that.
The League has had an extraordinary impact on Waco over its 91-year history. If you look back at the conception of major projects like the Hippodrome, Art Center Waco, the Advocacy Center [for Crime Victims and Children], the Cameron Park Zoo, our public libraries and the Waco Symphony Society, [now the Waco Symphony Council], the Junior League had a hand in it.
I served as [Waco Junior League] vice president of communications last year, and this year I’m a board member-at-large.
What do you do for fun and what would you like more time for?
Make it to more yoga classes. Read more books, which has been a deep love of my life. Most days now it’s audio books and that’s OK. Cook at home more, put my husband to work on the smoker.
I would love to learn Spanish. I love antiquing. There are so many places I’d love to travel, but right now it’s hard to think about anything other than getting settled. We’re building a house and are very consumed with that dream. It’s just in the floor-plan stage now, but it will give us the chance to live close to our son’s grandparents.
What do you do for self care?
Any time that I can take back is self-care right now. Grocery delivery, auto-orders, not over-committing — or trying not to — unsubscribing. Putting the phone away is self-care I’m working on. I enjoy yoga, but don’t get to it as much as I’d like to. I also make time to do things I love, like going to concerts and taking quick trips. That fills me and also gives me ideas.
What’s on your to-do list right now?
I need to schedule some meetings for the symphony for our ‘Top Gun: Maverick’ concert that’s coming up. We’re in full throes of the Junior League Charity Ball, and that’s exciting. Charity Ball is November 14 this year and ‘Top Gun’ is November 15. So that’s a big weekend for me, right?
Do you have a favorite quote that you live by?
I have several.
‘People will forget what you said or did, but they will never forget how you made them feel.’
‘Eighty percent of life is showing up.’
‘Ask and you get, don’t and you don’t.’ You miss all the shots you don’t take, right?
What’s on your ‘someday’ dream list?
Personally, I’ve always wanted to learn to play tennis — I hear it’s never too late but I’m starting to wonder. We’re in the process of building a home and right now it feels so abstract, my immediate future is just about seeing that massive project through and focusing on establishing our lives here and settling in. Beyond that, who knows; I like to leave space for continued evolution.
Professionally, I’d like to see Waco build a performing arts center. I think the city would use the heck out of it. It would be a huge gift to the future of the city and its residents. There may be rumblings that have been initiated, but I’m not sure what phase it’s in. I would love to help champion for that and help make it a reality. For the Junior League, we have a Centennial looming and I’d love to see that set a solid foundation for the future and celebrate all the remarkable women who have given so much over the years.
