FOR IMMEDIATE RELEASE
MEDIA CONTACT:
Joe Bolenbaugh, Winston-Salem Symphony
336.725.1035
jbolenbaugh@wssymphony.org
Winston-Salem Symphony Announces Retirement of President & CEO, Merritt Vale, and Appointment of Successor, Amanda Norman
WINSTON-SALEM, N.C. (February 26, 2025)
The Winston-Salem Symphony today announced the impending retirement of President & CEO, Merritt Vale and the appointment of current Chief Operating Officer, Amanda Norman, as Mrs. Vale’s successor.
About Merritt Vale’s Retirement
Mrs. Vale recently shared with the Board of Directors her intention to retire effective January 1, 2026, marking the culmination of 27 years of service as the Symphony’s executive leader. She joined the Symphony as Interim General Manager in August 1998, was promoted to Executive Director in May 1999, and to President & CEO in May 2010.
Driven by a passion for service and a firm belief in the power of music to inspire, comfort, and bind a community, her tenure is noteworthy for a wide array of institutional accomplishments. Among the most notable are commitment to fiscal integrity, increasing the Symphony’s endowment by $5 million, guiding the Symphony through the COVID-19 pandemic, expanding the Symphony’s musical and educational service to the community, leading three successful Music Director searches, and doubling musician per service pay rates.
In partnership with artistic leadership, a phenomenal team, and a dedicated Board of Directors, her tenure includes the expansion of musical offerings to include popular and family music series, and the introduction of Symphony Unbound performances featuring genre bending collaborations with other artists performed in unexpected locations like The Ramkat. It also includes the addition of Handel’s Messiah; Concert for Community (a free side-by-side performance including Youth Symphony musicians); the introduction of the El Sistema inspired in- and after-school Piedmont Learning Academy for Youth (P.L.A.Y.) Music Program providing free instrumental instruction and much more primarily to under-served youth; expansion of the Youth Orchestras Program from two to four ensembles; and support of the Triad Area Medical Orchestra. Her tenure also includes the commissioning of multiple new works and special performances by internationally acclaimed classical and popular artists including Yo-Yo Ma, Renée Fleming, Itzhak Perlman, Van Cliburn, Joshua Bell, Sir James Galway, Robert McDuffie, Dame Evelyn Glennie, Denyce Graves, Chris Botti, Amy Grant, Rhiannon Giddens, Chris Thile, Judy Collins, Béla Fleck, Edgar Meyer, Ricky Skaggs, and the U.S. Naval Academy Men’s Glee Club, among others. Additionally, her tenure is noteworthy for a vast array of partnerships with regional arts, education, and community service, and religious institutions.
During her time at the Symphony, Vale served on the Board of Directors of Arts North Carolina, a statewide arts advocacy organization, the Board of Directors of the Arts Council of Winston-Salem/Forsyth County, the board of Music Carolina (formerly the Carolina Chamber Symphony), and on the Amphitheater Taskforce of the Downtown Winston-Salem Partnership.
Winston-Salem Symphony Board Chair, Jay Reed, shared the following about Mrs. Vale and her retirement announcement, “It has been a profound privilege to work alongside Merritt for more than two decades. Her tireless leadership, unwavering dedication, and genuine passion for our mission have not only strengthened the Winston-Salem Symphony but also enriched our entire community. Merritt’s vision and caring for her team have created a solid foundation of success that the organization can continue to build upon.
“On a personal level, I cherish our close working relationship and the many opportunities to learn from her wisdom and model of professionalism. We will certainly miss Merritt, and her impact will continue to resonate beyond her tenure. On behalf of myself and the entire Symphony family, I thank Merritt for her remarkable service.”
Commenting about her tenure and retirement announcement, Mrs. Vale said, “It has been the professional honor of my lifetime to serve the Winston-Salem Symphony. I have a world of confidence in the Winston-Salem Symphony’s future and its importance to our community, and as I shared with the Board, I am completely confident that the time is right for an exciting and healthy transition to new leadership.”
She continued, “Something that started as an interim commitment following a period of recovery from a car accident quickly became a labor of love that allowed me to connect with our community, its citizens, and its leaders in ways I could not have imagined previously. There is much to be grateful for. I will forever be in awe of the talent and dedication of our orchestra’s musicians – they are at the heart of the Symphony’s mission. Many of them make sacrifices that most of us could not fathom so that they can inspire and unite us in concert halls, community spaces, and classrooms. I am also grateful for the dedication of the musicians of our Symphony Chorus who generously donate their time and talents, and for our hundreds of student musicians who fill us with pride in their accomplishments. My gratitude also extends to the exceptional business and civic leaders who have served as members of one of the community’s finest Board of Directors, to the countless others who have volunteered on behalf of the Symphony, to our wonderful new Music Director, Michelle Merrill, and to those who have served on our staff working tirelessly to make the orchestra’s service possible.”
Mrs. Vale concluded, “Finally, none of this would be possible without the incredible generosity of individuals, businesses of all sizes, foundations, and other funding sources – each of whom believe that one characteristic of a vibrant region is a first-class professional orchestra that serves every corner of the community. The Winston-Salem Symphony is so much more than people realize. Yes, we share beautiful and exciting music throughout the Piedmont Triad. And yes, we provide music education for all ages, with a special passion for helping develop whole, healthy youth who are equipped with many invaluable life skills and who defy our community’s early elementary education literacy crisis. On a human level, we help connect and unify our community through the universal language of music, which erases the focus on differences and reminds us of all that we have in common. If you have not attended the Symphony recently – please do so. I promise that you will experience music, and music education, in a new way.”
About President & CEO-Designee Amanda Norman
Amanda Norman, the President & CEO-designee of the Winston-Salem Symphony, has been a dedicated leader within the organization since 2017. She initially joined as Finance Director and was subsequently promoted to Vice President/Chief Financial & Administrative Officer in January 2022, followed by Vice President/Chief Operating Officer in May 2024. She will assume the role of President & CEO on January 1, 2026, succeeding Mrs. Vale upon her retirement. Over the next ten months, Mrs. Norman will collaborate closely with Mrs. Vale to ensure a seamless leadership transition.
Prior to her eight years of service at the Winston-Salem Symphony, Mrs. Norman accumulated over 18 years of experience in finance, tax, and accounting, bringing a strong background in financial management and organizational development. During her tenure at Winston-Salem Symphony, she has played a critical role in strengthening the organization’s financial position, streamlining operations, and fostering a supporting and collaborative work environment. She was instrumental in guiding the Symphony through the challenges of the COVID-19 pandemic, ensuring financial stability, and implementing measures to sustain operations and support the organization’s long-term resilience. Her leadership has been influential in driving the organization’s growth, fostering deeper audience engagement, strengthening donor relationships, and advancing its ongoing development and impact. She and her husband previously owned and operated the Charlotte Music School and are very active supporters of the arts in Winston-Salem, further solidifying their commitment to arts education and community engagement.
Mrs. Norman maintains a professional affiliation with the North Carolina Association of Certified Public Accountants (NCACPA) and serves on the Board of Directors for Arts North Carolina, a statewide arts advocacy organization. Additionally, she is a graduate of Leadership Winston-Salem and the League of American Orchestras’ prestigious Essentials of Orchestra Management program.
Of her appointment as President & CEO-designee, Mrs. Norman said, “It is an incredible honor to assume the role of President & CEO and to continue my work with this remarkable organization. I look forward to building upon Merritt’s legacy and working alongside our talented musicians, dedicated staff, board of directors, and the many community partners who make our work possible. Together, we will inspire and connect through the power of music while celebrating and preserving the rich history of our Symphony. My commitment is to harness the positive momentum we have gained and continue to create new opportunities for growth and innovation.”
Of Mrs. Norman’s promotion to President & CEO-designee, Winston-Salem Symphony Board Chair, Jay Reed said, “Following Merritt Vale’s amazing tenure, the Winston-Salem Symphony could not be better positioned by welcoming Amanda Norman as our next President and CEO. Having worked closely with Amanda for nearly a decade, I have seen firsthand her exceptional financial acumen, strategic vision, and unwavering mentorship of the Symphony staff. Her focused leadership through the challenges of the COVID-19 pandemic and her instrumental role in strengthening the Symphony’s financial position demonstrate her remarkable capability and resilience. Amanda’s deep understanding of the organization, combined with her passion for the arts and community engagement, makes her the ideal leader to guide us into the future. I look forward, under Amanda’s leadership, to the Symphony continuing to thrive, innovate, and inspire audiences for years to come.”
Mrs. Vale added, “It is profoundly gratifying that the next exceptional leader of the Winston-Salem comes from within the Winston-Salem Symphony team. I have had the distinct pleasure of working extremely closely with and mentoring Amanda, especially over the last five years. She possesses the breadth of professional and management experience necessary as President & CEO and will assume this role with a thorough understanding of the Symphony’s challenges and opportunities. As a leader, Amanda is committed to excellence, decisive, communicates with clarity, timeliness and tact, listens attentively and analyzes situations with an open but discerning mind, is an empathetic and nurturing mentor who is widely respected, and is passionately committed to the Winston-Salem Symphony, joyfully embracing the “lifestyle” that performing arts leadership demands. It means a lot to me to be able to share that I have complete confidence that Amanda will be an outstanding President & CEO as she leads the Symphony into its next exciting chapter, alongside Music Director Michelle Merrill, and I wish Amanda and the Symphony all the best.”
About the Winston-Salem Symphony
Proud to be one of the Southeast’s most highly regarded regional orchestras, the Winston-Salem Symphony premiered in 1947. Today, under the direction of Music Director Michelle Merrill, the Symphony fulfills its mission to “Bring Music to Life” by inspiring listeners of all ages throughout North Carolina’s Piedmont Triad with various concerts, education programs, and community engagement initiatives each year. Visit wssymphony.org for more information.
The Winston-Salem Symphony is supported by leadership partners, Season Presenting Sponsor Bell, Davis & Pitt, P.A.; Chris & Mike Morykwas; the Montgomery/Tucker Charitable Trust; the Arts Council of Winston-Salem Forsyth County; the North Carolina Arts Council; and additional generous concert, educational, and event sponsors.
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