Crowded Fire Theater Names New Managing Director

Crowded Fire Theater (CFT), one of the Bay Area's most innovative and critically acclaimed producers of new plays, announced the hiring of Bethany Herron as the new Managing Director. Herron replaces Tiffany Cothran, Managing Director for the past ten years, who is scheduled to step down at the end of October. Herron's hire is the result of a national search led by the Crowded Fire Board with input from current staff and the resident artist company. Herron is currently the Associate Director of Development at American Conservatory Theater and was formerly the Institutional Grants Manager at Berkeley Repertory Theatre.

An Oakland writer and arts administrator, after studying theater and English literature at San Francisco State, Herron's career took a few surprising turns - from driving a freight train to administering shots to kittens - but her passion for storytelling continued to bring her back to the performing arts. In her recent development work, she is known for her strong communication skills and her analytical approaches to program development and impact reporting. Prior to these roles, Herron oversaw comprehensive marketing and fundraising campaigns at Environmental Traveling Companions, and managed the accounting for a small East Bay publishing house.

"This is a hugely important moment for the organization," states CFT Board President Emily Rosenthal. "Bethany brings a host of unique experiences to the position. As a local candidate, she is knowledgeable about the Bay Area theater, and in particular, brings significant fundraising skills. Most importantly, Bethany's appreciation for Crowded Fire's strengths and her ability to analyze and envision areas for growth are in line with our recently adopted strategic plan. We couldn't be happier to have Bethany join our organization."

Celebrating its 20th Anniversary next season, Crowded Fire's recent growth has been significant, with the company nearly doubling its budget in the last two years and deepening support for new play development through the expanding programming in The Matchbox @ Crowded Fire, supporting the creation of new plays and the artists who make them possible. CFT is known for taking bold artistic risks and supporting artists, including emerging playwrights, early in their careers.

"Stepping into this position feels like coming home," said Herron. "Crowded Fire launched in San Francisco the same year I returned to the city as a bright-eyed theater student. Today, at a time when the pace of change in this city, and the world, is accelerating exponentially, I am so honored to be joining Crowded Fire, a company that is devoted to new works that examine the implications of these changes. I am eager to work alongside Artistic Director Mina Morita, continuing to grow a healthy and sustainable organization that supports our artists while remaining true to our San Francisco roots, with all the joys and challenges that entails."

She will overlap with Cothran in late October and assume the Managing Director role effective October 30th.

2026 Theater Fans' Choice Awards - Live Stats

Best Orchestrations - Top 3

1. Ethan Popp, The Rescues - The Lost Boys

28.7% of votes

2. Lux Pyramid - Two Strangers (Carry a Cake Across New York)

13.7% of votes

3. Anders Eljas, Brian Usifer - Chess

12.8% of votes

Vote Now! View Live Stats