Arielle Tepper

Founder and CEO

Arielle Tepper is a lifelong New Yorker, Broadway producer, philanthropist, mother, and consummate New York City insider, who has always had her finger on the pulse of the city’s vast cultural offerings, dining, nightlife, hospitality and family activities. A natural-born planner, she founded What Should We Do?! in 2016, a personalized planning, recommendation and booking service website and app for New Yorkers and visitors, to help make the city’s dizzying array of cultural and entertainment riches accessible and easy to enjoy to the fullest.

At 25, Arielle had become the youngest female producer in the theater industry. Her 20- year career that followed earned her multiple TONY Awards and countless other accolades. However, Arielle needed to find a new calling that gave her a renewed sense of perplexity and curiosity – In 2017, she bravely left a successful career to launch What Should We Do?!.

Traditionally seen as the “go-to” expert by friends and family seeking a real New York experience, Arielle saw an untapped opportunity in planning services for those both living in and visiting NYC. The venture has allowed her to share her expansive knowledge of the city’s must-sees and hidden gems alike with anyone looking to experience them – an amenity that has never before been offered.

As the company continues to grow, Arielle has assembled a team of leading experts and tastemakers who carefully curate their recommendations to offer users access to the best of the best of New York. In 2018, she plans to expand What Should We Do?! to additional cities in the U.S. that are filled with their own iconic and under the radar happenings.

What Should We Do?! has been featured in The New York Times, Huffington Post, Forbes, Town and Country, The Wall Street Journal, among others. Arielle currently serves as Board Chair of The Public Theater. Throughout her career, her shows have garnered 45 Tony® Awards.