A Community Base
Looking to get in the game of sports tourism, Henrico County, VA, partnered with Aria to develop a new municipal sports facility. In building this new sports & events venue, county leaders sought to create a home base for community events including sports tournaments, graduations, and community expos. Bringing the community of more than 300,000 residents together in one space was a top priority, and a new facility would open the door for Henrico County to draw larger events and visitors from around the region and the country. Less than two years after opening, these goals have been met and exceeded, making Henrico Sports & Events Center a premier sports destination and delivering a boost to the local economy.
Sports Tourism
The center sits on the former site of Virginia Center Commons, a once-thriving mall in Glen Allen, VA, that was sold for redevelopment after years of decline. In repurposing this site, developers and municipal leaders alike envisioned a facility which would provide not only a much-needed community space but also an entry point into the $2.4 billion sports tourism industry in Virginia.
The investment quickly proved worthwhile. In the first quarter of 2024, Henrico saw a more than $14 million return on their $50 million investment in the sports venue. More than 400,000 guests visited Henrico Sports & Events Center throughout the year, many travelling more than 50 miles to attend an event. This influx of visitors to the area has not only supported the success of the sports complex but of hotels, restaurants, and shops across the region. The local economy has seen a major boost from the facility, according to Dennis Bickmeier, executive director of the Henrico Sports & Entertainment Authority.
“From an economic impact standpoint, we’re pushing close to $40 million just with this building alone and what it’s been able to do to attract outside visitors to come here and compete, stay in our hotels, eat in our restaurants” Bickmeier told local news station 12 On Your Side. “We’re not stopping on what we’ve done in year one. We’ve got to build bigger and better”
With an eye to the future, Henrico Sports & Entertainment Authority has been proactive in cultivating a diverse range of events and keeping the door open for further growth. Future plans for the surrounding area include a potential arena, additional hotels, and a growing residential development. Their marketing engine, from podcasts to in-person outreach, promotes the facility, its sister venues, and the vibrant community.
Crafting a Guest Experience On and Off the Court
When designing this space, Aria’s team aimed to bring our flair for hospitality to the world of sports. Public spaces and amenities were designed to foster connection, encourage socializing, and ensure residents felt the center was truly their own. First and foremost, this needed to be a space where community members felt at home. Prior to our engagement with the project, Henrico County’s Board of Supervisors emphasized the importance of access for Henrico’s residents in addition to sports tourism opportunities. This key goal informed our design strategy to make the guest experience off the court just as special as the players on the court.
Building a Gathering Space Amid Challenges
First approved in February 2020, the Henrico Sports & Events Center was immediately challenged by the onset of the COVID-19 pandemic. Shifting timelines, supply chain disruptions, and soaring construction costs meant the county, the developer, and Aria had to stay nimble and mindful in our approach to this project. As a project team, we worked closely to navigate a fluctuating construction environment and ensure the project continued without sacrificing quality or key elements of the space. At Aria, we pride ourselves on our flexibility and ability to deliver quality no matter the obstacles. We are highly intentional when deciding where to invest money in a space, and these challenges pushed us to be even more selective and simple in our choices. Despite the significant hurdles posed by the pandemic, we were determined to create a space where people could feel comfortable and welcome to gather after spending so much time apart.
Everybody In
From its inception, Henrico Sports & Events Center set out to be a place for athletes and community members of all kinds to participate and excel in the sports they love. Special attention was paid to ensure the facility is accessible to visitors of all ability levels. Aria’s team ensured the courts and amenities are sized and equipped to host wheelchair basketball, Special Olympics events, and other accessible sporting events. Since opening, the center has hosted numerous events including the National Wheelchair Basketball Championship and the Women’s A-10 Basketball Tournament. Henrico also houses part of the Virginia Sports Hall of Fame, celebrating all athletes and the spirit of sportsmanship and community.
