A Legacy in the Making:
Jaselyn’s Unstoppable Vision for the Arts
By Shauna Forkenbrock | Photography by Jeanann Wilkinson of J Wilkinson Co
Jaselyn Blanchard has always believed in the power of the arts. Whether through a soaring Broadway ballad, the preservation of historic theaters, or mentoring young performers, she understands that art is more than entertainment—it is history, community, and an enduring legacy.
As the Executive Director of the Majestic Empire Foundation, Jaselyn holds a role seemingly tailor-made for her—one that merges her deep-rooted connection to San Antonio’s arts scene with her extensive experience in performance, production, and leadership. But like any great performance, her journey to this stage required hard work, determination, and an unshakable belief in the transformative power of the arts.
A Legacy in the Making: Jaselyn’s Unstoppable Vision for the Arts
Growing up in San Antonio, Jaselyn’s passion for the arts ignited early. Her father, Jeffrey Paul Blanchard, played a key role as an investor in the construction company that renovated the Majestic Theatre in 1988. This landmark project, led by Joci Straus, saved the Majestic and Empire Theatres from demolition, preserving them as cultural treasures. Witnessing the impact of these theaters—not just as entertainment venues but as living pieces of San Antonio’s artistic soul—Jaselyn had a front-row seat to the Majestic’s grand stage performances and was forever transformed by the magic of live theater.
Immersed in dance, music, and storytelling from a young age, she studied and performed musical theater at the Josephine Theatre while attending Keystone School, performed and choreographed as a high schooler with the Lyric Opera of San Antonio at the Charline McCombs Empire Theatre, trained in ballet at the University of the Incarnate Word, and studied vocal performance at UTSA. She went on to earn a Bachelor of Music from NYU and an MFA from Brown University. In New York City, she built a diverse career as a producer, actress, singer, playwright, BBC audiobook narrator, and choreographer. As founder of Blanchard Creative Group, she became a sought-after brand strategist, helping artists, nonprofits, and corporations craft compelling narratives. A proud member of Actor’s Equity Association, she later chaired the Austin/San Antonio Liaison Committee, advocating for performers’ rights, resources, and opportunities.
Her experience as a performer gives her a unique perspective. “I know the feeling of standing in the wings, heart pounding, waiting for that cue—that moment to shine,” she says. “I’ve been the performer, playwright, director, producer, and stage manager. The arts—and arts education—have shaped every part of who I am.”
The Next Act: Leading the Joci Awards and The Majestic Empire Foundation (formerly Las Casas)
Returning to San Antonio to Executive-Produce the Joci Awards—the nation’s largest performing arts education and scholarship program—was more than a career move for Jaselyn; it was a homecoming. Since its launch in 2009, the Joci Awards has evolved into a Broadway-caliber event, awarding over $1.7 million in scholarships and propelling young artists toward higher education and professional careers. Every participant receives a minimum $3,000 scholarship, with top performers advancing to New York City for the National High School Musical Theatre Awards®—also known as The Jimmy Awards®.
In 2024, Joci Awards alum Nicholas Barrón was named Best Overall Actor, while finalist Anna Zavelson starred in Broadway’s The Notebook. Another 2024 finalist, Kruz Maldonado, recently took the iconic lead role in the National Tour of Peter Pan: The Hit Broadway Musical, highlighting the program’s profound impact.
In the past year alone, under Jaselyn’s leadership, student participation has tripled to 3,000 students across 33 Texas counties. Moving the program to the Majestic Theatre in 2025 will expand opportunities further. A new category now recognizes entire high school theater programs, with the top school receiving a $10,000 grant. Scholarships exceed $200,000 annually, and students gain access to 500+ hours of free workshops with industry professionals. Partnerships with Texas State University and the American Musical and Dramatic Academy (AMDA) offer exclusive scholarships and recruitment opportunities, ensuring accessibility to arts education. But for Jaselyn, the impact extends beyond the stage. “The skills these students develop—creativity, confidence, discipline—shape future leaders, problem-solvers, and innovators,” she emphasizes.
Expanding Access to the Arts for All Students
Jaselyn’s core memories of Keystone school trips to the SA Symphony make equitable access to the arts a deeply personal cause for her. She believes every student, regardless of background, deserves the opportunity to experience live performance. Through MEF, in partnership with ATG Entertainment, she helped launch Broadway Bridges @ Majestic Theatre, a program offering free Broadway show tickets to high school students and teachers. “It’s more than just a day at the theater,” she says. “It’s about broadening horizons, sparking imagination, and fostering a lifelong appreciation for the arts. I want every student to have that experience, and what better way than through the magic of attending a live Broadway show on the Majestic stage?” Complementing this initiative is the MEF Broadway Masterclass Series, which provides free interactive workshops with the touring cast members.
MEF Arts Spark: A Bold Vision for Arts Education and The Josephine Theatre
Spearheaded by Jaselyn, and launching in 2025, MEF Arts Spark is set to transform arts education in San Antonio and South Texas. “In many communities, access to arts education is disappearing,” Jaselyn explains. “At MEF, we believe every child deserves the opportunity to ignite creativity, build confidence, and develop skills for success. We want to prevent students from losing vital opportunities for self-expression, teamwork, and growth. As our programs expand, the historic Josephine Theatre is the perfect space to add new opportunities and further our mission.”
Committed to removing financial barriers, MEF Arts Spark ensures equal access to high-quality arts education. This dynamic initiative provides training in theater production—from performance and stage management to technical design. Through classes, workshops, mentorship, and hands-on experience, students develop real-world skills, culminating in student-led, professional-level productions. The initiative also revitalizes the beloved Josephine Theatre, preserving its rich history while transforming it into a vibrant hub for arts, education, and community.
Challenges and Triumphs: Fueling the Future of the Arts
Leading a nonprofit dedicated to the arts presents unique challenges—funding is never guaranteed, and balancing historic preservation with modern arts education demands both strategy and resilience. Jaselyn meets these challenges head-on, driving fundraising initiatives that expand arts access and deepen community engagement. With scholarship donations surpassing $200,000 and unwavering local support, the foundation’s impact continues to grow. However, sustained funding remains critical to ensuring these transformative opportunities endure.
“Our growth is only limited by funding—and that directly impacts our ability to serve more students,” she emphasizes. “With donor support, every individual can play a role in our mission to preserve, inspire, uplift, and educate. Together, we can build a brighter future.”
Preserving History, Creating the Future
Jaselyn isn’t just preserving history—she’s making it. With a bold vision for the performing arts, she is ensuring San Antonio’s cultural legacy thrives, one student at a time.
“The arts have the power to change lives,” she says. “As long as I have a stage—literal or metaphorical—I will use it to ensure the next generation has a place to shine and the skills, confidence, and creativity they need to make a meaningful impact on the world.”
As MEF prepares for 2025, spreading its mission remains a priority with innovative community fundraisers with local partners. Visit MEF’s website at www.themajesticempirefdn.org and sign up for the newsletter to be in-the-know for special programs and events—including an exclusive pre-party at the newly renovated Gunter Hotel, and premium tickets to “Disney’s Beauty and the Beast” next November.
Words of Wisdom:
Advice for the Next Generation
For young artists looking to follow in her footsteps, Jaselyn offers this advice:
1. Never stop learning. “The best performers, leaders, and creators are always evolving. Stay curious. Every experience—on stage and off—is an opportunity to learn.”
2. Build relationships. “Success in the arts isn’t just about talent—it’s about collaboration. Surround yourself with people who inspire and challenge you. The best projects come from building something greater together.”
3. Be fearless. “Art thrives on bold choices. Whether stepping onto a stage, writing a script, or leading an organization, take risks with confidence. The greatest rewards come from daring to dream big.”
4. Give back and lift others. “The true measure of an artist is not just what they create but how they uplift others. Whether mentoring younger performers or preserving the spaces where art happens, always think about how you can contribute and make a difference.”
