Our rebrand: from Gifted Music School to Peterson School of Music
A fresh look, a name with a legacy, and the same mission as ever.
What to know about our exciting rebrand journey of 2026—and what it means for our school.
It’s been many wonderful years now since our founding in 2009 by Eugene Watanabe and Dr. Vera Watanabe. They originally named our school Gifted Music School in homage to the exceptional music schools of Russia, where state-sponsored schools (whose names roughly translated as “gifted” or “special” music schools) offered top students unparalleled training and education in music. They rooted our school’s name in a rich history, knowing that, someday, someone would come along who could help ensure a lasting future. That someone did indeed come along, and in this case it was more than an individual—it was a family: the Diana and Joel Peterson family.
The time has come to update our name as well as our look, and we do so with profound gratitude in honor of the Peterson family for their support of world-class music education right here in our home of Salt Lake.
Our updated name, the Diana and Joel Peterson School of Music, pays tribute to not only their family but to all who have supported our mission in the same spirit of dedication and the same unwavering love of music. Our updated logo and design elements are rooted in both the tradition of music and the bright future our students will carry forward into the world of music.
And whether you’re new to our school or are a longtime part of our community, you probably have a few questions about our rebranding. Read on for answers, and please don’t hesitate to reach out to info@petersonschoolofmusic.org for more information.
Special thanks to the Diana and Joel Peterson family, without whom our school and our impact could never be what it is today. Through their support, there will be more music in this world.
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Diana J. Peterson is a devoted philanthropist and lifelong musician. She currently serves as Chairman of the Peterson School of Music in Salt Lake City, championing excellence in music education. Growing up in a family that made music together, she appreciates the way her own parents gifted music to their children and shaped her conviction that musical experiences strengthen individuals and families.
A seasoned nonprofit leader, she is the former Board Chair of CHOICE Humanitarian, a former board member of Lincoln Center Education, a past President of the BYU Alumni Association and a Founder of the Joel and Diana Peterson Family Foundation. Diana’s greatest love will always be her family. She has 7 children, 33 grandchildren, and 2 great-grandchildren. Her rich family life continues to ground and inspire her commitment to family philanthropy and community impact.
Joel Peterson was Founding Partner and Chairman of Peterson Partners, a Salt Lake City-based investment management firm with $2.5 billion under management.
A recipient of the Distinguished Teaching Award and the Robert K. Jaedicke Silver Apple Award, Joel served on the faculty of the Graduate School of Business at Stanford University, teaching courses in real estate investment, entrepreneurship, and leadership. Joel was also the former Chairman of the Board of Overseers at the Hoover Institution at Stanford, as well as the former Chairman of the Board at JetBlue Airways and Packsize. He served on more than three dozen boards over the past 45 years, including The Dallas Market Center, Texas Commerce Bank (Dallas), Asurion, Franklin Covey, and MGT Insurance.
Prior to Stanford Business School and the founding of Peterson Partners, Joel was Chief Executive Officer of Trammell Crow Company, then the world’s largest private commercial real estate development firm. Joel earned an MBA from Harvard Business School and received his bachelor's degree from Brigham Young University, where he was valedictorian and student body president.
He and his wife, Diana, were married for over 50 years with 7 children, 31 grandchildren, and 2 great-grandchildren.
Frequently asked questions
about our rebrand
Why is the school’s name changing?
1
This name change represents the next movement of Gifted Music School. The intention of our founders, Eugene and Vera Watanabe, was always to follow the tradition of the nation’s top music schools and embrace a name derived from a key donor. This change also helps to represent our brand as warm and approachable, while maintaining the expertise and accomplishment we are known for.
Is the school’s mission changing?
2
No. We will always provide a high caliber of music education for children and families in our community, regardless of their financial means. We will still have our GRIT, Music Academy and Conservatory programs and in coming years they will be expanding. We will continue our status as a 501(c)(3) nonprofit.
Will there be schedule, faculty or location changes as a result of this name change?
3
No. You can expect the same classes, with the same expert faculty, at the same building that you’re familiar with. Leon and Karen F. Peterson building, 182 S 600 E, Salt Lake City, UT 84102
Is the school’s social media account changing?
4
Yes! You can find us on Instagram @psm_utah, Facebook @Diana and Joel Peterson School of Music and Youtube @psm_utah.
I graduated from GMS, should I now refer to the school differently?
5
Yes. Please refer to us as Diana and Joel Peterson School of Music or Peterson School of Music for short.
msosa@petersonschoolofmusic.org. All school email addresses will now be @petersonschoolofmusic.org.