It’s unusual for two passions to align and evolve into a successful career path, especially when both are diverse.
Yet, Brian Sipe’s love for the entertainment industry and all that it entails, along with his acumen for technology, have resulted in a thriving career as general manager of Big Sandy Superstore Arena for SMG.
At the helm of the Huntington, W.Va., venue since September 2010, Sipe’s work ethic and drive, plus his enthusiasm for the industry, has resulted in recognition as a Venues Today Generation Next honoree.
“I’ve always liked the feeling of working at a place that others come to in order to have a good time,” Sipe said. “I love going out into the arena at a sold out show and seeing a packed building, with the artist putting on a great show and everyone singing along.”
Since arriving at the arena, Sipe has been responsible for bringing top name entertainment to the venue including Reba McEntire, Lady Antebellum, Zac Brown Band, Barry Manilow, Staind/Godsmack, Eric Church and Brantley Gilbert.
Sipe’s career started when he was in high school 13 years ago as a ticket seller for Hershey, Pa.’s Giants Center. After graduating from Pennsylvania’s Elizabethtown College with a double major in business and communications, he took a position as box office manager at what is now the Sun National Bank Center in Trenton, N.J.
“My degree and ticket-selling experience in Trenton steered me into that part of the business,” Sipe said. “I really liked the whole aspect of ticket selling. I loved it when fans were able to get great seats, and I made their day.”
In September 2008, he moved on to Reading, Pa.’s Sovereign Center, serving as both booking manager and box office manager simultaneously.
“I really liked the ticketing side of the business while working in Hershey, and assumed I would have a career as a box office manager,” Sipe said. “I decided I wanted to learn more about the booking side of the business, so I took the position in Reading.”
Just two years later, he was ready for a bigger role as general manager of Big Sandy Superstore Arena, a 7,500-seat multipurpose venue with an attached conference center.
“When the job in Huntington became available, I knew Brian would be a great fit for that location,” said Sandie Aaron, regional vice president of SMG, which manages the Big Sandy Superstore Arena and Sovereign Center. “I met Brian when he was still in Reading, and his faith and passion were incredibly impressive.”
Jonathan Petrunak, vice president of SMG Sports and Entertainment Arena Programming, began working with Sipe when he joined SMG in 2007 at the Sovereign Center.
“My dealings with Brian are on the content side, helping him put concerts in the venues,” Petrunak said. “The best thing about Brian is he is very energetic and extremely driven. He definitely works hard to put shows in his building.”
Sipe currently oversees 150 full- and part-time employees while concentrating on driving entertainment into the city by booking shows at the arena.
“The Huntington market is very price sensitive,” Sipe said. “It’s also great being a part of SMG, because it’s such a large network. When issues come up, there are other GMs that have experienced the same things, so I’m able to go to my peers with any questions. This helped me a great deal, especially when I was starting out.”
Sipe counts some of his mentors, including Aaron; John Bolton, general manager of Tulsa, Okla.’s BOK Center; and Zane Collings, general manager of the Sovereign Center, as his go-to people.
“What I like best is developing relationships with agents, promoters and other GMs,” Sipe said. “It’s wonderful associating with people who are successful and great leaders in what they do and being able to call them friends. I also love going to our shows and having a great time, knowing that I was a part of that experience. Our business is all about creating memories, so taking part in that is very rewarding.”
He said the keys to success in this business are integrity, patience and being able to make mistakes and learn from them.
“It’s also important to be humble enough to ask for advice when it’s needed,” Sipe said.
Although Sipe said his dream job growing up was always working for World Wrestling Entertainment, now his goals are more realistic and comprehensive; he strives to be the best person and professional that he can be.
“As a Christian, I know God has a good future for me,” Sipe said. “My goal is to work as hard as I can with integrity in what I do. I want to be a good manager and role model for my staff and those I work with.”