ASM Global to operate Henrico Sports and Events Center

ASM Global, an international venue management company and producer of live events, will operate the new Henrico Sports & Events Center, which is scheduled to open at Virginia Center Commons in October.

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

ASM Global also will manage the new arena at nearby GreenCity, which is scheduled to open in several years.

“We are excited to partner with ASM Global to make the new Henrico Sports and Events Center one of the premier destinations for sporting events and other entertainment along the Eastern Seaboard,” said Dennis Bickmeier, executive director of the Henrico Sports and Entertainment Authority. “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 events – from organizers and participants to spectators and venue owners.”

ASM Global will provide onsite staff and oversee the Henrico Sports and 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, which also operates the Bon Secours Training Center, Altria Theater and Dominion Energy Center in Richmond, also will oversee food and beverage concessions and catering.

“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 and Events Center in terms of sports focus, audience capacity and square footage,” said Doug Thornton, executive vice president of stadiums, arenas and theatres for ASM Global. “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 and Entertainment Authority.”

The Henrico Sports and Entertainment Authority will continue to take the lead on scheduling events at the center, while ASM Global will focus on the center’s near-term schedule and use its 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 programming, like sports clinics, leagues and camps.

“The Henrico Sports and Events Center is already generating excitement among organizations and promoters, and ASM Global will only enhance the center’s reputation,” added Bickmeier. “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 and Events Center is being developed through a partnership between Henrico and Rebkee Co., 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.

As of late June, the arena had booked 84 days for basketball events, 22 for futsal events, 15 for volleyball events and 19 others for cheer, dance, gymnastics, wrestling, ju jitsu and non-sports events. Those bookings will result in a total revenue of nearly $665,000, according to county officials.