New general manager named for Santander Arena, Santander Performing Arts Center

New GM named for Santander Arena, Performing Arts Center

READING, Pa. - SMG, the company that manages the Santander Arena and the Santander Performing Arts Center in downtown Reading, has hired a new general manager for the two event venues.

David G. Farrar will be responsible for the overall management, promotion and operation of the 13-year-old arena on Penn Street and the 140+-year-old theater on North 6th Street.

Farrar previously worked as general manager of the Kovalchick Athletic Complex in Indiana, Pennsylvania, and assistant general manager/director of events at the Budweiser Events Center in Loveland, Colorado.

"We are excited to have David join our SMG team," said Bob Cavalieri, SMG's senior vice president for sales and development. "He will be a significant asset to SMG with his experience and knowledge of booking, marketing and production."

Farrar, a graduate of Virginia Commonwealth University with a bachelor of science in sports management and a masters degree in sports leadership, is married with a son and a baby on the way.

"I am delighted to have this opportunity to join the SMG family and to continue the legacy of success that the Santander Arena and Santander Performing Arts Center have brought to Reading and Berks County, Pennsylvania," Farrar said.

Farrar replaces Zane Collings, who left Reading earlier this year to run an SMG-managed arena in Jacksonville, Florida.

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