ASM Global to run stately Virginia venue

Article posted by Coliseum, September 18^th, 2023

Image: ASM Global

ASM Global, the world’s leading venue management company and producer of live events, will operate the new Henrico Sports & Events Center in Richmond, Virginia (US), which is scheduled to open at the now closed Virginia Center Commons in October.

‘ASM Global’ stated that the Henrico Sports & Entertainment Authority Board of Directors, which oversees the center, approved an initial five-year contract with the ASM Global in July that may be extended annually up to five additional years.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management, delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

Apply for membership

The Henrico Sports & Events Center is an under-construction 185,000-square-foot venue located just outside Richmond, Virginia (US). The venue features an adaptable event space of more than 115,000 square feet with room for up to 12 regulation basketball courts or 24 volleyball courts and a 3,500+ seat arena with stadium seating. The center also includes a mezzanine level with viewing areas, multiple entrances and exits, meeting and changing rooms, bar/restaurant and concession areas and a broadcast room, among other amenities. From tournaments to concerts to conventions, this state-of-the-art complex is the ideal venue to take any event to the next level.

The Virginia Center Commons was an enclosed shopping mall located in Glen Allen, Virginia, near the State capital of Richmond (US). Built in 1991, the Simon Property Group owned the mall until 2014 when it was split off to the Washington Prime Group. In January 2017, the mall was sold again to the Kohan Retail Investment Group. The mall closed permanently on October 31^st, 2022, after the remaining tenants had their leases terminated by the mall’s licensor in preparation for the redevelopment.

‘ASM Global’ quoted Dennis Bickmeier, Executive Director of the Henrico Sports & Entertainment Authority, as stating, “We are excited to partner with the ASM Global to make the new Henrico Sports & Events Center one of the premier destinations for sporting events and other entertainment along the Eastern Seaboard. The ASM Global has unmatched expertise managing venues of all types and sizes as well as an outstanding record of delivering great experiences for everyone associated with the events – from organizers and participants to the spectators and venue owners.”

Henrico (US)-based the Henrico Sports & Entertainment Authority is responsible for the county’s sports tourism program which brings in over $60M in economic impact annually as well as the management of Henrico’s public/private investments. This includes the current construction of the indoor athletic and events center at the now-closed Virginia Center Commons and the future build of the 18,000-seat arena at the GreenCity site. Other public/private facilities that fall under the Authority are the Belmont Golf Course and the Frank J. Thornton YMCA Aquatic Center (indoor swimming pool in the East Highland Park, Virginia).

Said Doug Thornton, Executive Vice-President of Stadiums, Arenas and Theaters for ASM Global, “The ASM Global has more than 350 venues in its global portfolio, ranging from small theaters to large arenas, convention centers and stadiums, many of which are comparable to the Henrico Sports & Events Center in terms of sports focus, audience capacity and square footage. Locally, we also operate the Bon Secours Training Center in Richmond, Virginia, the 3,565-capacity Altria Theater in Richmond and the 1,800-capacity Dominion Energy Center for the City of Richmond. And recently we have been announced as the operating partner of the planned full-sized 17,000-capacity GreenCity Arena in Henrico County. Between our global experience and our stake in this region, we are confident that ASM is fully equipped to successfully manage this new venue, and we are excited at the level of potential of this partnership with the Henrico Sports & Entertainment Authority.”

The ASM Global will provide onsite staff and oversee the Henrico Sports & Events Center’s day-to-day affairs, including managing the box office for ticketed events, contracting with vendors, handling the facility’s upkeep and maintenance, event management, and licensing and permits. The company will also oversee food and beverage (F&B) concessions and catering.

The Henrico Sports & Entertainment Authority will continue to take the lead on scheduling to ensure the center is available for priority county events like Henrico’s high school graduations and major tournaments and events that the authority and its partners, including Richmond Region Tourism, may submit bids to host.

Working in a complementary fashion, the ASM Global will focus on the center’s near-term schedule and use its vast network of promoters to attract various events, including concerts, family shows and sporting events. The management company will also look to fill off-peak times with local programing like sports clinics, leagues and camps.

Added Bickmeier, “The Henrico Sports & Events Center is already generating excitement among organizations and promoters, and the ASM Global will only enhance the center’s reputation. With the company also operating the GreenCity Arena, we expect there will be opportunities to leverage these facilities to deliver great events and entertainment for our community.”

The $50 million Henrico Sports & Events Center is being developed through a partnership between Henrico and the Rebkee Company which is redeveloping the former Virginia Center Commons mall property with housing, retail and other uses. The 185,000-square-foot facility will feature an arena with retractable and 3,500 guest capacity as well as a flexible event space that can be configured for 12 basketball courts or 24 volleyball courts simultaneously. Through 2024, 42 organizations have already scheduled 185 dates, including tournaments, practices, meetings, and other events.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

Watch 250 member-exclusive videos with valuable tips for your venue