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    the culturemap interview

    Broadway smash Miss Saigon grips Hobby Center with gritty Houston run

    Tarra Gaines
    May 3, 2019 | 5:35 pm

    One of the last 1980s blockbuster musicals, Miss Saigon, has earned its many awards and accolades by marrying a tragic love story with a contemporary, complex war story. Loosely based on Puccini's Madame Butterfly, but set during the Vietnam War, the show became a smash international hit, so it wasn’t that surprising when, in 2017, producer Cameron Mackintosh brought a gritty Miss Saigon revival to Broadway soon after its 25th anniversary.

    With this new production set to land in Houston as part of the Mischer Neurosciences Broadway at the Hobby Center season (running May 7-12), CultureMap caught up with actor Anthony Festa, who plays Chris Scott, half of the tragic lovers, to find out how Miss Saigon speaks to 21st-century audiences while remaining true to its musical heart.

    The perfect role
    In the show, army sergeant Chris meets and falls in love with orphan bar girl Kim shortly before the U.S. evacuation, and then they’re separated. The show jumps through time as Kim has a son and struggles to stay alive, while attempting to find her way back to Chris.

    Festa, who saw a touring production of the original Miss Saigon in his mid-teens, found a deep theatrical connection to the story and the morally torn Chris.

    “I remember my dad really loving it and saying to me, 'Someday, Chris, [this] is a role for you,'” describes Festa.

    While he mostly forgot about his father’s foretelling comment, the show spawned many questions for the teen about Vietnam, the war, and what it meant for the U.S.

    “We lost my father ... so he didn’t see me do this role, but I know he would be super proud of his son playing the American GI all over America.”

    A timeless love story
    Although it's set in the mid-’70s and first premiered in London’s West End in 1989, Festa says that the show holds just as much for audiences now, as we grapple with issues of immigration and stories of refugees. But above all, it is Kim’s (played by his co-star Emily Bautista) story that moves Festa.

    “What’s been most powerful and unique for me is watching the journey that Kim takes, how current that is with the empowering of women,” describes Festa. “She’s this young woman who births this child out of love and carries it through three years of God only knows what to give her child a good and happy life. The power of that journey and everything that she goes through brings so much emotion for me when I see her again after it all. I feel like it’s so poignant and so powerful now.”

    As for his own character, Festa finds much nuance to tackle in the role.

    “I feel he’s a guy who is morally trying to finally do the right thing. I think he’s trying to see everything for the better but always seems to get himself caught up somewhere not so good.”

    Of course, one of the traditions of musicals allows characters to put their heart and dilemma into song, sometimes solo songs, and for Festa this comes in the powerful first act number “Why, God, Why?”

    “It’s me on stage alone with a cigarette and a little conversation with God," he describes. A great challenge for Festa as an actor, he tries to deliver the core of Chris, and perhaps the eternal questions of war, to the audiences.

    “I think it is a beautiful piece, because it becomes a question within himself that builds and builds until he can’t find the answer,” Festa says. “As an actor, I get to experience so many emotions throughout the question. He’s asking two countries: ‘What’s going on, why are we doing this?' By the end of the piece, you can see his heart for a moment for the first time, and then I cover it up for a while. It challenges me.”

    The heart of the show
    Along with the love story and music, one of the aspects of Miss Saigon everyone remembers is the life-sized helicopter that lands on stage for the evacuation flashback later in the show. Now as iconic as the chandelier in Phantom, the helicopter sometimes represents Miss Saigon as much as the music. When asked, jokingly, if the actors ever felt a bit upstaged by such famous scenic design, he laughed but whorled into praise not just for the helicopter, which he calls a giant robot and uses the pronoun “her,” but for all the artists on stage and off in the mammoth show.

    “I could never be jealous of her ever. She’s something special. Everybody I work with on stage is so incredibly special. All of them bring so much heart and soul to their roles that they force me to be there, to be committed. It never becomes about me, but the story we tell as a whole.”

    ---

    Miss Saigon runs May 7-12 at the Hobby Center for the Performing Arts, 800 Bagby St. For tickets and showtimes, visit the show's site.

    The helicopter lands in "The Nightmare" in Miss Saigon.

    Miss Saigon tour-helicopter lands
    Photo by Matthew Murphy and Johan Persson
    The helicopter lands in "The Nightmare" in Miss Saigon.
    theater
    news/arts

    building ballet's brand

    Houston Ballet recruits ex-Netflix exec to serve as first-ever CMO

    Holly Beretto
    Jan 15, 2026 | 9:45 am
    Adama Sall headshot
    Photo by Grace Hwang
    Adama Sall starts as the Houston Ballet's first-ever chief marketing officer on January 26, 2026.

    The Houston Ballet announced it has hired Adama Sall as the organization’s first-ever chief marketing officer.

    Sall, who starts her tenure with the Ballet on January 26, will oversee all marketing and brand strategy as part of the executive leadership team. Sall brings more than 20 years of experience building global, culturally influential brands to this newly created role.

    “Having worked with the best and the brightest, Adama is passionate about what Houston Ballet is set to accomplish, including building a brand that feels essential, modern, and deeply integrated into people’s lives,” executive director Sonja Kostich said in a statement. “We are focused on aligning how we show up across ticketing, digital platforms, public relations, events, education, and community engagement — so that every touchpoint tells a cohesive, compelling story. This is not about following traditional ballet marketing playbooks, this is a rare opportunity to shape the identity of an already stable, well-resourced organization and bring fresh creative energy to an institution poised for reinvention. We are thrilled to have her joining us at this pivotal moment for the Company’s growth.”

    Sall is excited for what comes next.

    “Sonja's vision for elevating Houston Ballet into a global cultural force resonates,” Sall tells CultureMap. “It reflects the kind of bold ambition I grew up with in advertising: building iconic brands, reshaping categories and setting aspirations that inspire not just an entire organization, but the culture at large.”

    Throughout her career, Sall has worked with both top creative agencies and held in-house leadership roles at some of the most innovative, culture-shaping companies in the country. She is known for collaborating with deeply creative teams and partners who are ready to think differently, and for translating big, imaginative ideas into scalable strategies. She has partnered with leading agencies including Mekanism, Ogilvy & Mather, BBDO, McCann, TBWA\Chiat\Day, and R/GA, and has led brand strategy for some of the world’s most recognized companies, including Disney, Coca-Cola, HBO, Gap, Peloton, Starbucks, Ben & Jerry’s, Samsung, Jeep, Nasdaq, HP, GE Appliances, and UPS.

    During her time as director of global brand strategy at Netflix, she helped create brands that maintained consistency in different mediums worldwide. That worked is credited with helping the streaming platform drive "global cultural conversation," according to press materials.

    “Arts marketing is similar to my work in entertainment at Netflix,” she said, explaining how marketing an organization like the Ballet can be unique. “We weren't just selling a product or a service. The marketing was centered on building meaning, emotion and cultural value. In the arts, brand doesn't just support the mission, it is the mission made visible. At its best, arts marketing invites people into something that matters, amplifying artistic intent.”

    As chief marketing officer, Adama will develop integrated marketing campaigns that elevate Houston Ballet locally, nationally, and globally. She will oversee digital, social, content creation, public relations, and brand storytelling, all designed to raise Houston Ballet's profile and make a compelling cultural case for ballet overall.

    “I'm eager to dive in,” Sall said. “One of my favorite parts of brand strategy is listening and learning, then translating those insights into a fresh perspective that inspires people to see ballet in a new light. Houston Ballet is a powerhouse, and I can't wait for more people to discover it.”

    Sall holds a degree in Cultural Anthropology from Columbia University and is a longtime mentor, educator, and advocate for diversity in the creative industries.

    In a press release announcing her appointment the Ballet noted that Sall’s hiring reflects a continued evolution toward a more integrated, future-facing approach to the Ballet’s brand and audience engagement.

    houston balletbusiness
    news/arts
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