By STEVEN WASCHKA

SANFORD, FL —

For patrons who have visited The Ritz Theater during the past year, Brittany Diemer is already a familiar and welcoming presence. She has greeted guests, helped patrons at the box office, contributed to creative marketing projects and supported the many daily details that shape the theater experience. Now, Diemer is bringing that same energy, warmth and passion to a larger leadership role as general manager of Sanford’s historic theater.

Her promotion follows a year of steadily expanding responsibilities at The Ritz, beginning with her work at the front desk and in customer relations before moving into executive support and broader theater operations. Along the way, she developed an understanding of the organization from both sides of the curtain: the personal connections made with patrons and the detailed administrative work required to keep a historic performing arts venue moving forward.

For Diemer, the opportunity is more than a professional advancement. It is a chance to combine the parts of work she values most—hospitality, creativity, collaboration and community.

With a natural passion for hospitality, Diemer joined The Ritz in May 2025 as its customer relations and front desk coordinator. Although she was new to theater administration, she brought more than 20 years of service-industry experience with her. Diemer understood the importance of making people feel seen, comfortable and welcomed. Those instincts transferred naturally to The Ritz, where a patron’s experience begins long before the lights dim and the curtain rises.

The theater gave her the opportunity to continue working directly with people while also developing new skills in administration, marketing and organizational support. Whether she was answering a patron’s question, assisting with a ticket purchase or helping someone feel at home inside the historic venue, Diemer brought the same service-minded approach to every interaction. She has always felt most comfortable in roles where she can connect with people.

Diemer’s influence soon extended beyond the front desk. She became involved in various projects, including volunteer program management, content for media platforms, community interactions like the annual Christmas parade and more. Those responsibilities gave her an opportunity to contribute to the public personality of The Ritz while discovering a creative outlet she had not found in other industries.“This is truly a creative space that you really don’t get in any other industry—not that I’ve been a part of, anyway.”

Her enthusiasm for those projects revealed something central to Diemer’s personality: she enjoys the variety of theater life. At The Ritz, no two days are exactly alike. A morning might begin with box office questions, move into a design element and end with preparations for a performance or community event. That mix of service, creativity and problem-solving gave Diemer room to grow while helping her understand how the theater’s many departments connect.

Stepping into the general manager position brings a much broader view of the theater—and a very different daily schedule. When asked what will change, Diemer answered with the humor patrons and colleagues have come to know. “Everything,” she said, laughing. Her new responsibilities take her deeper into the operational structure of The Ritz, including financial reporting, contracts, event logistics, venue rentals and the detailed administrative systems that support every production. “The reporting is much more robust,” she said. “The back-end business is a lot different.” The transition has also given Diemer a renewed appreciation for the work completed by previous theater leadership, particularly former Executive Director Andrea Howard. Much of what audiences experience as a seamless evening at the theater is made possible by extensive planning, reporting and system-building that happens out of public view. “I have a whole new appreciation for everything that she did, for sure.” It is a revealing reflection from someone entering a leadership role with respect for what came before her. Diemer is not approaching the position as though she already has every answer. She is entering it with curiosity, humility and a willingness to learn and help build the theater from the inside out.

Diemer looks forward to meeting promoters, understanding their needs and helping them navigate the venue from the earliest planning stages through the final curtain call. She sees those relationships as partnerships rather than transactions. “What makes our events and the people behind them successful, makes The Ritz successful” Diemer said. That outlook reflects both her hospitality background and her passion for the theater. She understands that when a promoter, performer or community organization succeeds at The Ritz, the theater gains another opportunity to welcome audiences, strengthen relationships and contribute to the cultural life of Sanford. Her goal is to make the experience behind the scenes as supportive and welcoming as the experience patrons receive in the lobby.

Diemer steps into the general manager position at a time when The Ritz continues to consider new programming, new partnerships and new ways to serve Sanford and the surrounding Central Florida community. She recognizes that the people connected to the theater—board members, staff, volunteers, performers, promoters and patrons—share a desire to see the historic venue continue to grow and thrive. “We all want the Ritz to succeed. I think that’s one thing that we all share, for sure.” It is that shared commitment that Diemer hopes to build upon. Her leadership style is likely to reflect the qualities audiences have already seen from her: approachable, energetic, candid and deeply invested in the experiences of others.