2025 Impact NextGen Honoree: Brittany Herndon

BRITTANY HERNDON
Director of Sales & Marketing, Regional Marketing Director – Theater Division
Altria Theater & Dominion Energy Center — Legends / ASM Global

BEST 2025 NEXTGEN FORMER DJ NAME
DJ Toast.

Developing an award-winning social media campaign promoting the corn-themed Broadway musical comedy “Shucked”  is just one example of Brittany Herndon’s status as a top event marketer.

“It’s been a good one,” Herndon says about her year, having been named regional marketing director of the year by Legends/ASM Global and featured on the “Adventures In Venueland” podcast. “And (I) got to watch Diana Ross light up the stage in Richmond for the first time in 56 years at Altria Theater.”

Herndon has served as Legends/ASM Global’s director of sales and marketing and regional marketing director in the theater division for four years, largely handling the Altria Theater and Dominion Energy Center in Richmond, Virginia.

Herndon, who has served four years as director of sales and regional marketing director in the theatre division, knows that selling a show takes ingenuity and creativity. She recently shadowed the marketing team at Minneapolis’ Target Center during Sabrina Carpenter’s show and was in awe of the strategy and execution.

“There were concourse photo ops and activations where fans could write ‘Short N’ Sweet’ postcards to Sabrina, a fully branded candy shop pop-up backstage for the touring crew and the artist gift — which is on lockdown — was wildly fun,” Herndon says. “It was all thoughtful, on-theme, and executed beautifully. Press access was limited, so I helped shoot content on my iPhone, and honestly, those might be some of the best artist photos I’ve ever taken.”

She also acquired such skills when she moonlit as a DJ while attending Amherst, Virginia’s Sweet Briar College.

“All four years of college I worked DJ gigs under the alias DJ Toast,” says Herndon, who ended up DJing at university events, between sets by artists including Love and Theft. “I was immediately drawn to everything it takes to create a live event and provide an unforgettable experience for fans.”

That passion is what it will take for her and future generations to continue reinventing the live experience.

“Ten years from now, the industry will have changed drastically, but one thing won’t – live entertainment will still be powered by the people behind the scenes that care enough to put on a damn good show,” she says. “If I’m a great boss in 10 years, it’ll be because I’ve never lost sight of that. If you surround yourself with great people and invest in them, the results will follow. That’s always been the way I work. It always will be.”