One of the first Broadway shows I worked on was Cabaret at Studio 54. I would sit in the back of the theatre night after night and watch that story unfold, every show more beautiful than the show before. One of my favorite lines is from Herr Schultz (played by Ron Rifkin) to Fräulein Schneider (played by Blair Brown). Herr Schultz is trying to convince Fräulein Schneider to enter into a relationship with him, despite the fact that he is Jewish and the world is looking a little bleak for people of his heritage. He tells her that the apples at the base of tree are easy to pick up, though the fruit at the top of tree, if she is willing to climb up a ways, is so much sweeter. I worked on that show almost 11 years ago, and still I think of that line and how applicable it is to our lives every day.
I feel comfortable admitting in this blog post that very soon I will be moving on to a new position in my career. I’ve had an honest conversation with my boss and explained my intentions. I hope she understands. At the end of the day, the future of her team that she’s laid out is just not what gets me going. I completely understand that she’s in charge of the team and has every right to change the direction of the bus. My obligation is to decide whether or not to whole-heartedly get on the bus. I’ve decided to actively look for a new bus, and there are some stupendous options on the horizon.
Some people think I’m a little crazy for making this move. I’ve done a lot of good work in my position; I’ve built solid relationships that would serve me so well and get me promoted quickly. If only I could put my head down, keep my mouth shut, and phone it in just the way that I’ve been scripted, I’d be just fine. I could coast right through to the end of this recession no matter how long it lasts.
Those who know me a bit better just smile and nod when I say I’m looking for new opportunities that get me up out of bed in the morning. They know I’m not built for coasting. Yes, coasting is much easier in that it requires no exertion on my part. The trouble is that for me coasting is just an unbearable existence. Putting the pedal to the metal and ‘trying to get up that great big hill of hope’ is more my style. Herr Schultz was right: The vistas up there are so much wider and more open and beautiful. Fräulein Schneider didn’t know what she was missing.
The photo above is not my own. It can be found here.
Published by Christa Avampato
IN BRIEF
Author, journalist, digital product manager, and licensed New York City tour guide. Creator and host of NYC's Secrets and Lies. Alumna of the University of Pennsylvania (BA), the Darden School of Business at the University of Virginia (MBA), Arizona State University (Biomimicry), and the University of Cambridge (MSt in Sustainability Leadership).
I build digital media platforms, report on urban climate resilience and biodiversity, and produce live narrative experiences that connect communities to history, nature, and place.
THE DEEP DIVE
My work centers on a single thread: building systems and stories that foster deep connection to our shared world. Across digital streaming, environmental reporting, and live civic storytelling, I design experiences that help people understand complex ideas and the environments around them.
DIGITAL PRODUCT STRATEGY & MEDIA LEADERSHIP
At Carnegie Hall, I serve as Digital Product Manager, leading product strategy, operations, and technical delivery for the video streaming platform Carnegie Hall+. I translate artistic mission into scalable, high-performance streaming architecture that reaches audiences globally. Previously, I led agile product and delivery teams across operations and compliance at American Express, managed Broadway theatrical productions and national tours, and guided strategic initiatives across cultural institutions.
ENVIRONMENTAL JOURNALISM & AUTHORSHIP
As a freelance journalist, I investigate how living systems, urban infrastructure, and human culture intersect. My reported features on urban decarbonization, biodiversity, coastal resilience, and biomimicry appear in publications including Smithsonian Magazine, The Washington Post, Mongabay, Natural History Magazine, and Foreign Policy Magazine. In fiction, I write the Emerson Page young adult novel series, alongside upcoming historical fiction and nonfiction works on New York history, mythology, and human resilience. I also write Togetherhood, a LinkedIn newsletter focused on urban ecology and community restoration, and co-host the podcast Frameworks in the Wild.
LIVE EXPERIENCE & CIVIC STORYTELLING
As a licensed New York City tour guide and live event producer, I transform urban landscapes into shared narrative encounters. I created, produce, and host NYC's Secrets and Lies, an interactive live storytelling series staged across cultural landmarks including the New York Transit Museum, the South Street Seaport Museum, and the historic tall ship Wavertree. I also design and lead site-specific walking tours exploring coastal ecology, food history, and neighborhood evolution, often with partners at Climate Week NYC and the Natural Areas Conservancy.
DOUBLE OR NOTHING MEDIA
Through my independent production studio, Double or Nothing Media, I develop ventures across media, ecology, and public history:
Digital Products & Strategy: Architecting scalable digital platforms, streaming experiences, and operational models for mission-driven institutions.
Environmental Reporting & Publications: Delivering long-form reporting, books, and newsletters grounded in climate resilience and regenerative design.
Site-Specific Live Storytelling: Producing immersive live shows and educational walking tours that engage public audiences in community history.
CONNECT
Website & Production Hub: doubleornothingmedia.com and christaavampato.com
Newsletter: Togetherhood on LinkedIn - linkedin.com/newsletters/togetherhood-7273771832221089792/
Instagram & Threads: @christarosenyc
Emerson Page Novels: emersonpagebook.wordpress.com/
View all posts by Christa Avampato
One of the first Broadway shows I worked on was Cabaret at Studio 54. I would sit in the back of the theatre night after night and watch that story unfold, every show more beautiful than the show before. One of my favorite lines is from Herr Schultz (played by Ron Rifkin) to Fräulein Schneider (played by Blair Brown). Herr Schultz is trying to convince Fräulein Schneider to enter into a relationship with him, despite the fact that he is Jewish and the world is looking a little bleak for people of his heritage. He tells her that the apples at the base of tree are easy to pick up, though the fruit at the top of tree, if she is willing to climb up a ways, is so much sweeter. I worked on that show almost 11 years ago, and still I think of that line and how applicable it is to our lives every day.
You'll do just fine
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Thanks, runner52. I hope so! All I know is that this new search has me excited to get up out of bed in the morning and that is a good feeling to have.
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Good for you Christa! Takes a lot of courage.
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Thanks, Kelly. It's either a lot of courage or a lot of foolishness. Either way, I know it's leading me to more happiness.
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