New director named for historic KY theater amid simmering management controversy
The out-of-state company that assumed operations at a historic, downtown Ashland theater this month has named a familiar face as its new leader.
VenuWorks Inc. promoted former Paramount Arts Center director of education Matt Hammond to the executive director post when the company assumed control of the theater Jan. 1. The company formally announced its decision this week.
Hammond replaces seven-year executive director Holly Canfield, who was publicly critical of the Ashland Board Commissioner’s decision last month to seek an outside management firm to replace the nonprofit board that hired her.
That board, Paramount Arts Center Inc., faced insolvency after years of poor economic returns in the wake of the COVID-19 pandemic. The Ashland commission bought the theater from the board for $3 million in 2024 over early objections of some of the PAC Inc. members.
Then, in December, the commission effectively ousted PAC Inc. entirely by approving a contract to hire Iowa-based VenuWorks to oversee the 1,400-seat theater. That decision ignited a fierce debate that is still simmering over whether the center would abandon its community focus in an effort turn a profit.
Hammond, who spoke to the Herald-Leader Friday, said VenuWorks has been intentional about its desire to ensure the Paramount remains an Eastern Kentucky-focused institution.
“VenuWorks is strategically focusing on Ashland,” Hammond said. “One of the concerns that a lot of people had before they came in was that this is a big company coming in, and they don’t know our community. But they have done the work, and I think it sends a message that they understood that the perfect person for the executive director position is someone that people know.”
Hammond was raised in Louisa, about 30 miles south of Ashland. A lover of music and theater since a young age, he has performed on the Paramount Center stage 80 times since he was 14. Hammond holds a University of Kentucky master’s degree in arts administration with an emphasis on managing theatrical organizations.
During his five-year tenure as the center’s education director, Hammond oversaw programs that brought more than 200,000 students to the Youth Education Series shows. He serves on the executive board of the Kentucky Theatre Association and is a two-time Grammy nominee for best music educator nationally.
“I grew up in Eastern Kentucky, and I assumed that after I got out of grad school, I’d have to move somewhere else — another part of the nation where there’s more opportunities for that kind of a career,” Hammond said. “It is such a blessing to be able to stay in Boyd County and in Ashland, Kentucky.”
Hammond said he has already met with four VenuWorks regional vice presidents in his first two weeks on the job. He and the company have agreed to focus on a mission of sustainability and creativity in order to improve the center’s financial condition without sacrificing performances.
PAC Inc. remains an advisory partner of the center, but city leaders have urged it to redefine and clarify its mission in the wake of the commission’s decision to tap VenuWorks. Canfield did not immediately respond to a Herald-Leader request for comment, but Hammond said she is supportive of his appointment, although VenuWorks’ appointment has been “a difficult process for her.”
In a statement to the Herald-Leader, VenuWorks CEO and Founder Steve Peters said Hammond “represents the future of venue leadership.”
“His passion for the arts, deep ties to the community, and impressive track record make him the ideal choice for this pivotal role. We are excited to see the energy and vision Matt brings to the Paramount,” Peters said.
