A Conversation With Sammy Wallace
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A Conversation With Sammy Wallace

Sammy Wallace joined Cedar Park Center in Cedar Park, Texas as the Assistant Vice President of Booking & Marketing/Assistant General Manager in October 2013. Previously, he served as the Vice President of Event Programming for Germain Arena in Estero, FL. His responsibilities there included booking all non-hockey events, managing all facility events and overseeing the building operations, changeover, box office, parking and event staff departments.

He has more than 20 years of experience in the sport and event industry. Prior to his role at Germain Arena, Wallace spent three years as the Director of Ticket Operations for the BankAtlantic Center (now BB&T Center) and Florida Panthers, heading up the arena box office as well as the Panther's ticket operations staff for more than 100 events annually. He previously served as Vice President of Marketing & Sales for the Orlando Seals ACHL expansion team, where he developed the team's name and logo, and directed sales and marketing efforts.

His past experience includes leading the Tupelo T-Rex (AWHL) and Tupelo FireAnts (NIFL) as General Manager and working for the Florida Everblades (ECHL), Orlando Solar Bears (IHL) and West Coast Hockey League.

Wallace earned his bachelor's degree in sports communication from Mississippi State University. He also studied public relations at the University of Southern Mississippi.

In this episode, Sammy talks about how venues need to “think outside the box” to survive and thrive. Filling the calendar is an ever-present challenge, but with a flexible arena and efficient team to convert the venue, the possibilities really are endless. Bringing non-traditional sports and shows to an area are one way to expand the offerings as well as showcasing area favorites in a non-traditional way (indoor tennis, anyone?). Sammy shares current marketing strategies as well as ideas for broadening and strengthening the marketing mix in ways that are ultra-cost-effective!


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Key Episode Moments:

  1. 7:43 - Curiosity about a “foreign” sport or event-type gets people in the door, but you need to get them passionate about it to keep them there!
  2. 10:36 - Indoor tennis anyone? Bring an already popular sport in your area to people in a new way!
  3. 20:45 - A challenge and opportunity for venues is to give people a “back stage” look. Social media and/or a blog can give people that personal connection.
  4. 24:13 - Databases are key to target marketing – direct email campaigns can get the message out there better than most other media.
  5. 24:23 - Ramp up the profitability of a flexible venue by achieving efficiencies in the turn-over processes.
  6. 26:26 - Always look to other venues to see what is working for them – especially like-sized arenas with similar qualities.
  7. 28:18 - Independent promoters can be a great source for programming options!
The Amplifier is brought to you by Saffire in cooperation with IAFE, IFEA, IAVM and WFA. For more information or feedback, please contact info@saffire.com.
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