The Addison Theatre Centre is kicking off 2025 with a brand-new name: The Addison Performing Arts Centre – “The Addison,” for short. The venue has been renamed to better reflect its mission, which includes a variety of theater, musicals and other performances. The Addison is also welcoming a new theatre manager. Nichole Belford recently joined the Town after three years as the senior manager of external relations for the St. Louis Regional Arts Commission. Prior to working in St. Louis, Belford spent more than 20 years in the DFW arts, entertainment and sports scene.
Belford brings to Addison a wealth of experience and accomplishments with the arts around programming, policies and advocacy. She has served several notable performing arts centers in the DFW area and was part of the teams that opened the Nancy Lee and Perry R. Bass Performance Hall, the American Airlines Center and the Eisemann Center for Performing Arts. She has managed more than 5,000 events and spearheaded branding initiatives for tourism.
“With Nichole’s extensive knowledge and experience in administration, event management and public policy, we’re excited for her to help lead The Addison Performing Arts Centre into its next phase of activation,” said Abby Morales, the Town’s special events and theatre director.
Belford grew up in a military family, born in Sögel, Germany, where she spent her early years before moving to the United States. Belford is an avid sports enthusiast who loves the U.S. Olympic teams. She serves as a judge for U.S. Figure Skating. One of her recent accomplishments was playing a pivotal role in helping the St. Louis Sports Commission secure the bid to host the 2026 U.S. Figure Skating Olympic Trials.
Belford earned her Bachelor of Science degree at Texas Wesleyan University and later obtained a master’s degree in public policy from the University of Texas at Dallas.
“I can’t wait to bring new excitement to The Addison, in terms of both the type of productions we bring to the theatre and the top-tier service I expect the Addison Performing Arts Centre to provide,” Belford said.
Erin is a writer and graphic designer based in Dallas, Texas. She comes from a real estate and property management background, and now works with an array of clients putting together blogs, newsletters, and marketing material. In her free time, she loves cooking, working out, and playing video games.
