Berryman to steer forward Virginia venue


ASM names new GM of Henrico Center Image: ASM Global

ASM Global, the world’s leading producer of entertainment experiences, venue management and event strategy, has appointed Will Berryman as the General Manager (GM) of the new Henrico Sports & Events Center, which opened at the Virginia Center Commons in Glen Allen, Virginia (US) on October 12th.

‘ASM Global’ stated that Berryman brings more than 15 years of parks, recreation and sports event-operations experience to the Henrico Sports & Events Center. Prior to joining Henrico County’s newest venue, Berryman was the Assistant General Manager (AGM) for the 285,000-square-foot Virginia Beach Sports Center.

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 the 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.

The Henrico Sports & Events Center is an 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 5,000-capacity Virginia Beach Sports Center (VBSC) is a 285,000 square foot multisport complex in Virginia Beach, Virginia. It’s the only venue of its kind on the East Coast that’s not on a college or university campus. The VBSC hosts a variety of sporting events and tournaments.

The Virginia Center Commons (VCC) was a shopping mall in Glen Allen, Virginia (US). It opened in 1991 and was owned by the Simon Property Group until 2014. The mall closed in January 2020.

‘ASM Global’ further stated that earlier in his career, Berryman also gained valuable expertise at the United States Soccer Federation and the Suffolk Parks and Recreation, where he helped manage youth and adult programs as well as marketing, operations and facility maintenance.

Chicago (US)-based the United States Soccer Federation, commonly referred to as U.S. Soccer, is a 501 nonprofit organization and the official governing body of the sport of soccer in the United States.

The Suffolk Parks and Recreation is a Department that provides resources and opportunities for leisure activities for the citizens of Suffolk, Virginia. Their goal is to create memorable experiences through a culture of fun and customer service excellence. The Suffolk Parks and Recreation has over 1,500 campsites, four golf courses, eight beaches, and 75 rowboat rentals. They also offer a four-week training program for beginners to build up their running ability.

In his new role as the General Manager, Berryman will manage day-to-day operations at the venue, including overseeing the coordination of plans, programs and events, budgets, training and development, quality assurance, energy efficiency, safety and emergency procedures, crisis management, and more.

The $50 million Henrico Sports & Events Center was developed through a partnership between Henrico (County in Virginia) and 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 a 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.

The Rebkee Company is a real estate development and investment firm in Virginia. They provide acquisition, development, property operations, and asset management services. Their services include: Strategic planning, Site selection, Construction management, and Final occupancy.

Said Les Crooks, Regional Vice-President, ASM Global, “The Henrico Sports & Events Center is the beginning of an exciting time for the Henrico County, and Will’s extensive background in the management and operation of sports and recreation events will be invaluable for this new venue. Will’s commitment to excellence will also help the ASM Global to position this venue as a leader in youth-sports facilities and economic development, and we are confident that he is the perfect candidate to lead this dedicated team.”

Stated Berryman, “I am excited to take on the role of General Manager at the Henrico Sports & Events Center. The new venue will be a vibrant hub of sports, entertainment and community engagement, and I look forward to the exciting events and new opportunities the venue will bring to the Henrico County.”

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