Senior Vice President/Fenway Concerts and Entertainment
Larry Cancro is the Senior Vice President/Fenway Concerts and Entertainment. A veteran of 40 years in Major League Baseball, including 33 years with the Red Sox, he is responsible for concerts at Fenway Park. Since 2003, Cancro has been instrumental in bringing major musical acts to Fenway Park, including Bruce Springsteen, The Rolling Stones, Aerosmith, Zac Brown Band, Paul McCartney and Billy Joel. Cancro was Vice President of Sales and Marketing from January 1996-2003 and Senior Vice President of Fenway Affairs from 2003-2015. He joined the Red Sox in 1985 as Director of Marketing and became Vice President of Marketing in February of 1990.
During Cancro's tenure in sales and marketing, the Red Sox set six club season attendance records. He started the Friendly Fenway fan program that resulted in fan favorites like "Sweet Caroline" and "Dirty Water." He was on the Red Sox 1999 All-Star Game Task Force and developed the Futures Game, now an annual event at MLB All-Star week. He is also the creator of Wally the Green Monster™.
Cancro is chairman of the Greater Boston Convention and Visitors Bureau. He is also the chairman of the New England Chapter of Autism Speaks and Chairman of the Board of Directors for Melmark-New England.
In 1989, Larry was instrumental in the development of Challenger Division Baseball. Headquartered in Bristol, CT the Challenger Division was established in 1989 as a separate division of Little League to enable boys and girls with physical and mental challenges, ages 4-18 (or up to age 22 if still enrolled in high school) to enjoy the game of baseball along with the millions of other children who participate in this sport worldwide. Today, more than 30,000 children participate in more than 900 Challenger Divisions worldwide. As a result of Larry's efforts the Boston Red Sox were a founding sponsor of the Challenger Division.
In 2004, Larry was named "Man of the Year" by GBARC (Greater Boston Association for Retarded Citizens.) The ARC is a grassroots organization dedicated to improving the quality of life and services for citizens with intellectual and developmental disabilities through advocacy of supports and services based in the community.
In 2006, Larry was honored with the "Spirit of Compassion" award by the Massachusetts Association for Mental Health, Inc.
In 2010, Larry played a significant role in advocating for the signing of the House Bill 4935 (An Act Relative to Insurance Coverage for Autism Spectrum Disorder) requiring private health insurance plans to provide coverage of evidence-based, medically necessary autism therapies for people of all ages. The legislation also established an Autism Commission in Massachusetts. The signing took place at Fenway Park in August of 2010.
In 2012, Larry was the recipient of the Boston University Arts & Sciences Distinguished Alumni Award and the Boston University Athletic Department Roger "Moose" Washburn Memorial Award.
In 2014, Larry played a significant role in helping to create Major League Baseball's initiative to increase autism awareness throughout baseball by instituting an Autism Awareness Day each season at every Major League ballpark.
Also in 2014 Larry was named the Honorary Commander of Hanscom Air Force Base.
In 2016, Larry received the HMEA (Horace Mann Educational Associates) "Corporate Partner Award", and was also honored by Autism Speaks at Fenway Park for his efforts and accomplishments within the autism community.
Cancro is a graduate of Boston University with a B.A. degree in psychology. In 1978, he began his career in pro baseball with the Eastern League Jersey Indians and he joined the Atlanta Braves in 1979. Cancro resides in Andover, MA with his wife, Luise. They have two daughters, Laura Marie, and Lisa.