Love For Entertainment Industry Drives Outgoing PREMIER Center Marketing Director

Local News

It’s not just a job for the woman who proudly connects fans to music at the Denny Sanford PREMIER Center. The venue’s director of marketing, Lucy Albers, has been with the venue ever since it opened almost five years ago. She’s from Garretson, South Dakota, so leaving the area will be bittersweet. She’s taking a new job as director of marketing and public relations with Chesapeake Energy Arena. 

Garth Brooks, Imagine Dragons and Dolly Parton have thrilled thousands of fans in KELOLAND. One of the biggest stars at the Denny Sanford PREMIER Center has never been on stage. 

“I can’t perform.  I can’t sing.  I can’t really play an instrument,” Albers said.

That hasn’t stopped Albers from orchestrating some of the biggest events fans get to see. 

“This place feels like my baby, right? I was here from the beginning,” Albers said.

As the director of marketing, Albers has spread the word about shows to fill the seats there. It’s also her job to market Sioux Falls to acts that perform.

“We really do go above and beyond to try to impress the tours to where they go.  They tour all over the world.  At the end of the tour, we want them to say, ‘Sioux Falls was the best spot we went to,'” Albers said. 

“Being able to sell Sioux Falls to the acts as they come through, taking care of them as they come through town, staff here — particularly Lucy — has been very important,” Jim Johnson, Assistant General Manager, said. 

Before her current role, she worked at the Sioux Falls Arena. She has also helped book and promote bands in the local Sioux Falls music scene. Her interest in this profession comes from a passion for entertainment. Simply put, Albers loves music and hopes you do, too.

“It’s obviously very sad to leave this place. I’ve put a lot of years and hours and work into this,” Albers said. 

Albers hasn’t performed on the Denny Sanford PREMIER Center stage. She doesn’t need to because she helped build it. 

“Creating those memories and helping people create those memories and giving them an opportunity to sort of escape through entertainment is one of my favorite things about this industry,” Albers said. 

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