Manhattan Center’s VP of Sales & Marketing reveals key strategies for executing successful large-scale productions.
- Tell us about your role at the Manhattan Center?
My role is really multifaceted and includes sales, marketing, promotions, PR, branding, and more, but my main—and number one—responsibility is generating revenue for the building. This includes the Manhattan Center’s Hammerstein Ballroom, the Grand Ballroom, and any other spaces or services we can sell.
Our sales department is highly proactive, with a strong focus on business development and long-term relationship building. We utilize a wide range of resources, from direct outreach and strategic partnerships to industry networking, targeted marketing initiatives, and collaborations with promoters, producers, and corporate clients. Ultimately, my job is to ensure that the Manhattan Center remains a premier destination by maximizing opportunities, driving bookings, and continuing to evolve with the needs of the live events and entertainment industry.
- What are the most common concerns event planners have in NYC?
Planners and producers often speak with multiple venues, and their biggest concern is whether a space can truly support their creative vision. They need to be able to walk in and immediately imagine how their event will come to life within the room. —whether that’s a concert, corporate event, broadcast, or special production.
Because every event is unique, that vision looks different each time. Some are focused on staging and sightlines, others on production capabilities, audience experience, or how flexible the space is for customization. Our goal is to remove limitations, not create them—helping planners see the possibilities, adapt the space to their needs, and feel confident that their ideas can be fully realized here.
- What should event planners and companies know before booking a venue for their large event?
Every great event begins with a purpose. Before booking a venue, planners and companies should have a clear sense of the experience they want to create and the impact they want it to have. The venue isn’t just a location—it’s part of the story and a partner in bringing that vision to life.
Some creatives lean on the venue to help shape the idea, while others arrive with a fully realized concept and are looking for a space that can elevate it. Both approaches work when there’s alignment around the end goal. Even a high-level understanding of what “success” looks like allows the venue to support the journey—creatively, technically, and logistically—and helps transform an event from something that simply happens into something that’s truly amazing.
- What do you feel differentiates the Manhattan Center from the competition?
The Manhattan Center is truly an icon—both in New York City and in the global world of live events, concerts, film scoring, and broadcast. There’s a sense of history and creative energy in the building that you feel the moment you walk in.
The Hammerstein Ballroom is legendary, with its 75-foot hand-painted ceilings, open floor, and wraparound balconies that deliver clear sightlines from virtually anywhere in the room. The Grand Ballroom, on the other hand, is one of the most acoustically sound rooms in the country—warm, ornate, and a true hidden gem in the heart of Midtown Manhattan. Combined with state-of-the-art sound, lighting, video, and full-service broadcast capabilities, the building offers an unmatched technical foundation.
But what truly differentiates the Manhattan Center is the people. Our team is made up of experts across facilities, event services, and production who are deeply passionate about what we do and proud of where we work. With very little turnover, we’ve built a committed, experienced team that understands our clients’ goals and is invested in bringing their visions to life. That combination of iconic space and dedicated talent is what makes the Manhattan Center a truly premier destination.
- What Manhattan Center events are you the most proud of?
Honestly, there are so many moments that stand out, but what I love most is how wide-ranging the experiences have been. One of the most exciting highlights was hosting Fendi’s first-ever fashion show in the U.S., celebrating the iconic Baguette. Being part of such a landmark moment for a legendary fashion house felt truly special and set the tone for many unforgettable fashion and culture events that followed.
Another standout was hosting Amazon Prime Day, sharing the stage with artists like Taylor Swift, Dua Lipa, and SZA. Events at that scale are a rush—high energy, global reach, and nonstop momentum—requiring presence, precision, and the ability to connect with both live and worldwide audiences in real time.
I’m also incredibly proud of the work we’ve done with non-profit organizations that use music and culture as a force for good. Events with Nile Rodgers’ We Are Family Foundation and Alicia Keys’ Keep A Child Alive Black Ball were especially meaningful, blending entertainment with purpose and creating moments that genuinely moved people.
On the competition side, we’ve had the opportunity to host some truly iconic events, including America’s Got Talent, Red Bull BC One Breakdancing, and the Pro Padel Tournament.
Overall, we’re proud of being able to move seamlessly between fashion, music, philanthropy, and sport—bringing personality, polish, and authenticity to every stage.
Celebrating its 120 year anniversary – 1906-2026, the iconic Manhattan Center located in the heart of midtown Manhattan and is NYC’s top venue for corporate and private events. The Manhattan Center is the perfect large event space for your next conference, gala, convention, product announcement, fundraiser, media event and more. Offering state-of-the art recording studios and video production, the Manhattan Center team will bring your vision to life and create an unforgettable event for you and your guests. Contact us today to learn more or speak with one of our highly experienced team members.