Enlarge image
Kristina Hammer
Photo: BARBARA GINDL / AFP
The brand expert Kristina Hammer, who comes from Germany, will take over the management of the Salzburg Festival.
As announced by the Board of Trustees of the Classical and Theater Festival, the former Mercedes manager has been selected as the festival's president.
In January, Hammer will succeed Helga Rabl-Stadler, who has held this important position in the international cultural scene since 1995.
Born in Baden-Württemberg, Hammer worked for Ford, among others, and between 2007 and 2010 was responsible for global marketing communications for the German car manufacturer Mercedes-Benz. She currently advises companies on the positioning of their brands. She has been a regular guest at the festival since childhood, when she was allowed to watch conductor Herbert Karajan rehearse, said Hammer, who lives in Switzerland, at a press conference.
Her goal is to expand the dialogue between the festival, the audience and the public, said Hammer, who is also involved in the Friends of the Zurich Opera House.
Art can strengthen social cohesion on the basis of humanitarian principles.
In addition, the festival stages are to be expanded and refurbished for around 260 million euros under Hammer's leadership.
With the appointment of Kristina Hammer, the management of the festival will only be partially renewed.
The artistic director Markus Hinterhäuser and the commercial director Lukas Crepaz remain in their posts.
skr / dpa