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
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!