Dallas Opera Honors Noted Philanthropist with Office Name Change

DALLAS, OCTOBER 6, 2015 - Nearly six years after the company's move into the iconic Margot and Bill Winspear Opera House at the AT&T Performing Arts Center, The Dallas Opera is thrilled to announce the naming of TDO's administrative offices for one of the city's most remarkable, colorful and generous patrons of the arts: the late Elsa von Seggern.

One of two women described as "godmothers" of The Dallas Opera (the late, great Maria Callas also shared that distinction), the name recognizes von Seggern's past generosity, as well as a new five-million dollar gift to the company from the E.F. von Seggern Charitable Foundation Trust.

"The Elsa von Seggern Foundation was recognized in the 2011 unveiling of The Dallas Opera's '21st Century Wall of Honor," notes Dallas Opera General Director and CEO Keith Cerny, "for significant contributions to the artistic and financial strength of the company in this century."

"The foundation's incredibly generous gift of $5 million enables us to plan with greater confidence far into the future. In truth, the long-term impact of such a remarkable gift cannot be overestimated," Cerny adds, "and is a wonderful way to pay tribute to Elsa's historic involvement with The Dallas Opera since our earliest days in Fair Park."

A self-described "treasurer-in-residence" for the company, Elsa von Seggern went so far as to underwrite TDO's payroll during the lean years of the 1970s, guiding the implementation of proper business practices and setting the stage for the artistic successes that followed.

"Dallas and Texas have been good to me," she was quoted as saying. "By universal law, you should put in where you take out; and that's why I do it. I like the arts, and I wish that they could be supported in a big way."

This child of German immigrants who grew up on a farm in Nebraska was introduced to opera through the Metropolitan Opera radio broadcasts. The independent-minded von Seggern took several business courses enabling her to find work as a young stenographer in Omaha. She later sold dresses at a Chicago department store, learning the fundamentals of retail.

However, a single visit to Dallas was enough to change the trajectory of her life. In the midst of the Great Depression, she decided to stay, taking a job at a local insurance firm where a friend, L.C. Ferguson, eventually contacted her with the suggestion that they go into business together. From an original investment of $185, the Dallas-based company they founded (Shovel Supply Company) became a major supplier of heavy equipment to a variety of companies and contractors, including independent oil producers throughout the Southwest.

Besides her obvious business acumen, von Seggern possessed a relentless curiosity about people and places, a distinctive style and impeccable instincts.

Entrepreneurial success and the wealth that came with it gave Elsa von Seggern the freedom to travel to exotic locales (including Siberia in the early 1960s), study "esoteric philosophy," and indulge her fascination with all things Egyptian. It also gave her the freedom to give back-generously-to her adopted home town of Dallas.

"Elsa's mother instructed her youngest child to put her money where her mouth is," explains Dwight E. "Gene" Saur, Jr., the original Trustee for the E.F. von Seggern Charitable Foundation Trust and the philanthropist's longtime financial advisor. "She did so without hesitation," he noted, "becoming one of the most generous patrons in Dallas Opera history."

The Women's Board of The Dallas Opera acknowledged her impact by presenting Elsa von Seggern with the inaugural 'Juanita and Henry S. Miller, Jr. Founders Award' in 1991, designed to recognize individuals who have made exceptional volunteer and philanthropic contributions benefiting the opera. Before she passed away in 1995, Elsa had served as the sole underwriter of fourteen Dallas Opera productions, among other gifts to the company.

"She was also a generous supporter of the Dallas Ballet, the Dallas Symphony Orchestra and the Van Cliburn International Piano Competition in Fort Worth," recalls Foundation Trustee Joe L. Sharp. "Yet, opera remained her grand passion, and the Foundation has made every effort to keep her memory fresh for new generations of opera audiences, by continuing to give generously in order to advance the cause of this art form in Dallas.

"We know how pleased Elsa would be to see her name continue to be associated with the opera company that captured her heart, and commanded so much of her time, love, and lavish attention."

"There have been discussions with the E.F. von Seggern Charitable Foundation Trust for many years about the appropriate way to honor her lasting legacy at The Dallas Opera," says Gae Whitener, Director of Development. "After a decade of personally working closely with the Foundation and learning about this remarkable woman, I'm delighted that the arrangement announced today will further spotlight "Miss von" and her pivotal role in the life of this company."

In addition to being added to signage, letterheads and signatures, the Elsa von Seggern Office Suite will feature a new showcase to educate visitors about her life and legacy.