Rochester, NY's Geva Theatre has chosen Goodspeed Opera House's general manager Howard Sherman as its new managing director.

Sherman replaces Timothy J. Shields, Geva's managing director for the last six years, who jumps to Milwaukee Repertory where he will serve in the same capacity. Sherman starts at Geva Sept.

Sherman's tenure at Goodspeed included revising the budgeting and acounting systems, restructuring subscription efforts, and expanding the company's visiting artist program. Prior to the Goodspeed, Sherman served as public relations director for CT's Hartford Stage.

Artistic director Mark Cuddy welcomed Sherman by saying "he brings to Rochester top quality experience from two of the country's best theatres, as well as his enormous talent and passion."

Under Shields' guidance, Geva's subscriber base increased 35 percent (to 15,063) and the company enjoyed three consecutive years of operating surpluses. His tenure at Geva was capped by a still-in-progress $4 million fund-raising campaign which coincided with the company's 25th anniversary (nearly $3 million has been raised so far). The money will enable the theatre to complete the purchase and renovation of its downtown Rochester home at 75 Woodbury Boulevard, as well as build a second stage and retire its deficit. Prior to his stay at Geva, Shields spent 10 years at Princeton's McCarter Theatre, where he served in a number of positions, including General Manager. Goodspeed spokesperson Jennifer Wislocki told Playbill On-Line (July 31) the executive search has just begun for a new Goodspeed GM when Sherman departs.

Next up at Geva will be the world premiere of Carter Lewis' The One Eyed Man Is King. For tickets and information on shows at Geva, 75 Woodbury Blvd. in Rochester, call (716) 232-GEVA.

-- By Robert Simonson
and David Lefkowitz