SMG and the Berks County Convention Center Authority announced the hiring of long-time, Berks County resident Mark Wallace as the new general manager of the Santander Arena, home of the ECHL’s Reading Royals, and Santander Performing Arts Center.
As general manager, Wallace will be responsible for the overall management, promotion, programming, and operation of the Reading, PA venues. Wallace, an
11-year employee at the two facilities, brings a wealth of experience and tremendous knowledge of the Reading/Berks County market to the position. Wallace replaces former General Manager David Farrar, who resigned the position to pursue other opportunities in Lexington, KY.
Carl Herbein, chairman of the Berks County Convention Center Authority, said, “On behalf of myself and the Authority Board, I want to congratulate Mark on securing this all-important position. We’re pleased to have the opportunity to promote someone from within that we have known and worked with for such a long time. We are confident that Mark’s promotion will prove beneficial to both SMG and the Authority.”
“I am personally delighted to have the opportunity to bring Mark into this prominent role with SMG. I am certain that Mark will preserve the legacy of success enjoyed by the arena and performing arts center as beacons of the best of Reading and Berks County, Pennsylvania,” said Bob Cavalieri, former general manager of the Reading facilities and regional vice president for SMG.
“When the general manager position became available, it struck me as a wonderful opportunity to serve the community that my family and I have enjoyed for many years. The chance to continue the role these two great facilities have played in the quality of life for the residents of Reading and Berks County is something I am delighted to undertake,” Wallace said.
Wallace has served as vice president for corporate sales and sponsorships for the past four years for the Santander Arena and the Reading Royals Hockey Team. His responsibilities included advertising, promotional, and sponsorship sales in addition to suite and corporate outing sales. Prior to this position, Wallace was the general manager of the Reading Royals for four years, including the team’s ECHL Kelly Cup Championship season of 2012-2013. Wallace started to work with the then Sovereign Center in July of 2007 as director of sales for both the Sovereign Center and the Reading Royals.
A native of Uniontown, PA, Wallace has resided in Berks County since August of 1988. His 30-year professional career in management has included professional stops as sports information director at Albright College, director of public and community relations with the Reading Phillies Double A baseball team, athletic director at Wyomissing High School and sales and marketing director at Body Zone Sports and Wellness Complex in Wyomissing, PA.
Wallace earned championship rings from both the Reading Phillies and the Reading Royals. He holds a Bachelor’s degree in Speech Communications from Edinboro University of Pennsylvania and a Master’s degree in Communications from Clarion University of Pennsylvania.
