Year-round music programming, an expanded effort in education, more pay for performers, and a push to improve the facilities–that is just some of the news within Wintergreen Music’s new strategic plan released on February 16.
Programming will be “designed to deepen our roots within the Blue Ridge Mountains and celebrate the unique beauty of our home at Wintergreen, Nelson County, and our region,” said the email that accompanied the plan, which was composed by Erin Freeman, Wintergreen Music’s artistic director since 2014, and Corinne Horvath, who was named executive director last year.
The plan is described as a “roadmap” to grow Wintergreen Music’s “impact” over the next five years, starting this year.
Jay Roberts, who participated in some of Wintergreen Music's strategic discussions last year as Wintergreen Property Owners Association’s executive director, tells WBB that the final draft of the plan “recognizes Wintergreen Music’s important role in our community’s success.”
The document outlines new marketing goals, the need for better technology, improved government relations, and fundraising efforts, all of which are essential for organizations such as Wintergreen Music. The plan says signage at events and the online ticketing system need improvement, for example.
Several sections of the document indicate significant changes are coming to Wintergreen Music, however. For example:
Expanding educational efforts
This is a major initiative. The goal, says the strategic plan, is to move toward becoming "a national pedagogical leader."
A new staff position to build a music education program that will expand offerings is said to be coming this year and next year the plan calls for expanding the education staff. Wintergreen Music aims to become “a hub for lifelong learning and curiosity through music.”
A better experience for artists
Performers need better facilities and better pay, says the strategic plan. Backstage, rehearsal spaces, sound, lighting, seating and more will be given attention. This year industry compensation standards will be researched with a “small task force involving festival artists.” More opportunities for artists to engage with the community will be offered.
Focus on the Blue Ridge Mountains and nature
A major artistic goal in the plan is to “deepen Wintergreen Music’s roots within the Blue Ridge Mountains and celebrate the unique beauty of our home at Wintergreen and Nelson County.”
Engaging volunteers
A new Volunteer Guild aims to make it more fun and rewarding to assist Wintergreen Music.
Wintergreen Music board members are going to be provided training.
Partnering with Wintergreen Resort
Wintergreen Music’s new strategic plan says they are seeking partners to help add more events throughout the year. Wintergreen Resort says to count them in.
“We’re especially enthusiastic about the opportunity to collaborate on new year-round event opportunities.”
"Wintergreen Resort is genuinely excited about the future of Wintergreen Music and the continued growth and development of their programming,” Zach Marlowe, the resort’s General Manager, told WBB in an email.
“Our partnership has long been an important part of what makes Wintergreen so special. We look forward to being stage co-sponsors with Wintergreen Real Estate again this year and growing together in meaningful and creative ways.
“This season, there will be some changes in weekend programming to elevate the patron experience as well as new and improved lodging and dining options throughout the festival. We’re especially enthusiastic about the opportunity to collaborate on new year-round event opportunities,” Marlow notes.
“We’re delighted to see how well Wintergreen Music continues to work with Wintergreen Resort, Wintergreen Property Owners Association, and the Nature Foundation.”
Nancy Tynes, Wintergreen Resort’s Director of Membership and Community Liaison, says partnering with Wintergreen Music the last several years has gone very well.
“We’re delighted to see how well Wintergreen Music continues to work with Wintergreen Resort, Wintergreen Property Owners Association, and the Nature Foundation,” Tynes says. “Working together allows us to deepen the experience for our members, resort guests, and the broader community."
The 2026 Wintergreen Music Festival is set for July 2-26, 2026, where “world-class musicians gather on the mountaintop for appreciative audiences surrounded by stunning views and cool mountain breezes."
-Charles Batchelor
