Sammy Wallace Named General Manager of H-E-B Center At Cedar Park

H-E-B Center At Cedar Park – H-E-B Center At Cedar Park

SMG has hired Sammy Wallace as the general manager of H-E-B Center At Cedar Park, marking a return to the Cedar Park, Texas, venue for the entertainment industry veteran. Wallace was the assistant vice president of booking and marketing and assistant general manager of H-E-B Center from 2013 to 2016. 

As GM he will oversee programming and operations of the 8,700-seat arena. The city-owned venue is home to the American Hockey League’s Texas Stars and the NBA G league affiliate Austin Spurs.  

Wallace has spent more than 20 years in the sports and entertainment industry, including more than 10 years in programming and venue management. For the past two years Wallace was the GM at the SMG-operated Wagner Noël Performing Arts Center in Midland, Texas. His resume also includes five years as the vice president of event programming for Germain Arena in Estero, Fla., During his previous tenure at H-E-B Center he increased event bookings by more than 18 percent.

“I’m looking forward to returning to Cedar Park and such a versatile venue in an exciting market,” Wallace said in a statement. “We are getting ready to celebrate H-E-B Center’s 10th anniversary in the community and I cannot wait to be a part of it!

Brad Alberts, president of the Dallas Stars and Texas Stars, added, “With his experience and drive, he will be a great leader. We expect him to have an immediate impact on the success of H-E-B Center in the community.”

Upcoming dates at H-E-B Center include an Aug. 22 stop from the Gen-X Summer tour featuring P.O.D., Buckcherry, Alien Ant Farm, and LIT.