The venue’s 2016 season began this month. Photos by Michael Thompson.
Nearly two years after losing one of its big sponsors, a Glen Allen concert series has a new, longer moniker thanks to a recently signed naming rights deal.
Innsbrook After Hours, which puts on a string of shows each year at its 5-acre facility at 4901 Lake Brook Drive, is now known as the “Bud Light Presents Innsbrook After Hours at the Servpro of Richmond Pavilion.”
The latter end of the name is what’s new and is a result of signing on Servpro of Richmond as the sponsor of the pavilion itself. Naming rights for the pavilion were previously held by Snagajob, a job search website headquartered nearby.
A look at the series’ new logo.
Larry Creeger, who has run the series with his son Matthew since 2013, said Snagajob’s name came down in 2014 when its primary sponsorship expired and they had since been working several potential deals that never came to fruition.
“We spoke to quite a few banks, most of the banks in the area, and quite a few insurance companies,” Creeger said. “They’re not always easy, but they do eventually come together. This is a solid, major corporation that has added its name to the list.”
Creeger wouldn’t comment on the exact financial terms of the deal with Servpro, but said the value is in the six figures. It’s a three-year commitment paid a year at a time.
“They decided this was the best way to market to the entire community and give back to the community at the same time,” he said.
Servpro of Richmond is a local franchise of the national brand known for its fire and water damage cleanup services.
Theresa and Andrew Bahen own the Richmond territory after purchasing it last year as an add-on to their Servpro franchises in Chesterfield and the Tri-Cities.
In taking on the larger market swath, Theresa, the company’s president, said they saw the need to do more marketing.
“Name recognition is key,” she said. “We just want to get the word out that we’re here.”
For its end of the Innsbrook After Hours deal, Servpro gets its name on ads around town promoting the concerts, the series’ website and on the main stage at the venue, which last year drew 85,000 spectators.
“We’ve never done anything quite on this scale in terms of advertising,” Theresa said. “It’s a little bit of a risk.”
The Bahens have also recently made the leap to build a new headquarters for their business. Work was completed about a month ago on a 50,000-square-foot facility built from scratch at 12200 Deergrove Road in Midlothian. It was built on 4 acres that sits next to their current 20,000-square-foot headquarters. They paid $357,000 for the site, according to county records.
The new space was built by McLellan Construction and designed by architect John Bock. Wells Fargo financed the project.
Servpro of Richmond has 100 employees and is looking to add sales people and other staff members, Bahen said.
She said her husband began working for one of the previous owners of the Richmond Servpro territory when he was 17, before purchasing the Chesterfield territory 30 years ago.
Back at Innsbrook After Hours, the new name comes on the heels of the venue receiving Henrico County approval to extend its hours and increase its attendance capacity. The county voted to allow the series to increase the allowed crowds from 6,500 to 8,500 and allow shows to end at 10 p.m. on non-school nights – a half hour later than current permitting allows.
The pavilion is owned by Highwoods Properties, a major Innsbrook landlord. Highwoods allows the Innsbrook Foundation to use the venue. The net proceeds of all concerts go back to the Innsbrook Foundation and to the American Constitution Spirit Foundation.
Creeger said sponsorship sales account for about 20 percent of the series’ revenue, with tickets and beer, wine and liquor sales making up the bulk.
Other sponsors at the Innsbrook venue include Lingerfelt Commonwealth Partners, Highwoods, Markel, Pepsi and Papa John’s Pizza. Creeger said they sell sponsorships for just about everything, from the food court to the beer tents to the VIP area.
“There’s an opportunity for almost everybody to have a sponsorship if they want it,” he said.
Creeger also runs the Celebrate Virginia concert series in Fredericksburg, which is held at an amphitheater boasting the name of Richmond law firm Marks and Harrison.
The venue’s 2016 season began this month. Photos by Michael Thompson.
Nearly two years after losing one of its big sponsors, a Glen Allen concert series has a new, longer moniker thanks to a recently signed naming rights deal.
Innsbrook After Hours, which puts on a string of shows each year at its 5-acre facility at 4901 Lake Brook Drive, is now known as the “Bud Light Presents Innsbrook After Hours at the Servpro of Richmond Pavilion.”
The latter end of the name is what’s new and is a result of signing on Servpro of Richmond as the sponsor of the pavilion itself. Naming rights for the pavilion were previously held by Snagajob, a job search website headquartered nearby.
A look at the series’ new logo.
Larry Creeger, who has run the series with his son Matthew since 2013, said Snagajob’s name came down in 2014 when its primary sponsorship expired and they had since been working several potential deals that never came to fruition.
“We spoke to quite a few banks, most of the banks in the area, and quite a few insurance companies,” Creeger said. “They’re not always easy, but they do eventually come together. This is a solid, major corporation that has added its name to the list.”
Creeger wouldn’t comment on the exact financial terms of the deal with Servpro, but said the value is in the six figures. It’s a three-year commitment paid a year at a time.
“They decided this was the best way to market to the entire community and give back to the community at the same time,” he said.
Servpro of Richmond is a local franchise of the national brand known for its fire and water damage cleanup services.
Theresa and Andrew Bahen own the Richmond territory after purchasing it last year as an add-on to their Servpro franchises in Chesterfield and the Tri-Cities.
In taking on the larger market swath, Theresa, the company’s president, said they saw the need to do more marketing.
“Name recognition is key,” she said. “We just want to get the word out that we’re here.”
For its end of the Innsbrook After Hours deal, Servpro gets its name on ads around town promoting the concerts, the series’ website and on the main stage at the venue, which last year drew 85,000 spectators.
“We’ve never done anything quite on this scale in terms of advertising,” Theresa said. “It’s a little bit of a risk.”
The Bahens have also recently made the leap to build a new headquarters for their business. Work was completed about a month ago on a 50,000-square-foot facility built from scratch at 12200 Deergrove Road in Midlothian. It was built on 4 acres that sits next to their current 20,000-square-foot headquarters. They paid $357,000 for the site, according to county records.
The new space was built by McLellan Construction and designed by architect John Bock. Wells Fargo financed the project.
Servpro of Richmond has 100 employees and is looking to add sales people and other staff members, Bahen said.
She said her husband began working for one of the previous owners of the Richmond Servpro territory when he was 17, before purchasing the Chesterfield territory 30 years ago.
Back at Innsbrook After Hours, the new name comes on the heels of the venue receiving Henrico County approval to extend its hours and increase its attendance capacity. The county voted to allow the series to increase the allowed crowds from 6,500 to 8,500 and allow shows to end at 10 p.m. on non-school nights – a half hour later than current permitting allows.
The pavilion is owned by Highwoods Properties, a major Innsbrook landlord. Highwoods allows the Innsbrook Foundation to use the venue. The net proceeds of all concerts go back to the Innsbrook Foundation and to the American Constitution Spirit Foundation.
Creeger said sponsorship sales account for about 20 percent of the series’ revenue, with tickets and beer, wine and liquor sales making up the bulk.
Other sponsors at the Innsbrook venue include Lingerfelt Commonwealth Partners, Highwoods, Markel, Pepsi and Papa John’s Pizza. Creeger said they sell sponsorships for just about everything, from the food court to the beer tents to the VIP area.
“There’s an opportunity for almost everybody to have a sponsorship if they want it,” he said.
Creeger also runs the Celebrate Virginia concert series in Fredericksburg, which is held at an amphitheater boasting the name of Richmond law firm Marks and Harrison.