Opening in 2026, CarMax Park is Richmond’s newest multi-use entertainment venue - more than just a ballpark, it features multiple indoor event spaces designed for year-round events and experiences. Anchored by the stunning Atlantic Union Bank Lounge - a 6,000-square-foot climate-controlled venue with panoramic views - the park transforms beyond game days into a premium setting for corporate events, concerts, weddings, fundraisers, and more. With flexibility for sports, performances, and upscale gatherings, CarMax Park is a premier venue for unforgettable experiences in Central Virginia.
Position Summary
CarMax Park is seeking an experienced and highly motivated Booking Director to strategically lead year-round ticketed events across its versatile indoor and outdoor spaces. This role is responsible for sourcing, negotiating, and securing a wide range of ticketed programming that extends the venue’s identity far beyond baseball. The Booking Director will play a key role in shaping the venue’s public identity through a compelling, revenue-generating calendar of events that attracts both regional and national attention. The ideal candidate brings strong industry connections, creative instincts, and a results-driven mindset to establish CarMax Park as a premier year-round entertainment destination.
Key Responsibilities
- Identify and secure a broad range of live events - including concerts, comedy, sporting exhibitions, family entertainment, and specialty performances - to support the venue’s year-round programming goals.
- Manage the full lifecycle of booked events, from deal negotiation through execution, while ensuring all contractual and logistical details are communicated effectively across internal departments.
- Develop a strategic programming calendar that aligns with organizational goals, revenue targets, and brand positioning.
- Build and manage long-term relationships with talent agencies, promoters, producers, and entertainment partners at the local, regional, and national level.
- Foster a professional, welcoming environment that ensures a positive experience for talent, guests, and partners throughout all stages of the event process.
- Negotiate, draft, and execute contracts with promoters, agencies, and talent reps.
- Evaluate potential events for financial viability, audience appeal, and logistical compatibility with the venue.
- Develop and manage event budgets to control costs, monitor performance, and support revenue targets.
- Collaborate with marketing leadership to shape and support integrated campaigns that enhance event visibility, drive attendance, and meet revenue goals.
- Lead the strategic use of all venue spaces to maximize booking opportunities and overall venue utilization.
- Represent CarMax Park at conferences and networking events to promote the venue and secure top-tier programming.
- Stay informed on industry trends, touring schedules, competitor activity, and emerging talent to stay ahead of the curve.
Qualifications
- Bachelor’s degree in Arts Administration, Business, Entertainment Management, or related field preferred.
- Minimum of 5+ years of proven success in live event booking, concert promotion, venue programming, or a related entertainment role.
- Proven experience negotiating and executing contracts with artists, agencies, and promoters.
- Deep understanding of the live entertainment landscape, including agency relationships, deal structures, and routing considerations.
- Ability to manage multiple events and priorities in a fast-paced, deadline-driven environment.
- Strong organizational, interpersonal, and verbal/written communication skills.
- Demonstrated experience managing event budgets and settlements.
- Ability to balance creativity and strategy in curating a profitable and compelling event calendar.
- Collaborative, team-oriented approach with a high level of professionalism and discretion.
- Ability to work flexible hours, including evenings, weekends, and holidays as needed.
Preferred Skills & Experience
- Existing relationships with national and regional talent agencies, booking agents, independent promoters, tour producers, sports marketing firms, and event rights holders.
- Experience with box office operations, dynamic pricing strategies, and ticketing systems.
- Knowledge of the Richmond and broader Mid-Atlantic entertainment market.
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.
