Florence Center

What Florence Center does

Florence Center is a municipal convention and entertainment venue located at 3300 West Radio Drive, Florence, South Carolina, owned by the City of Florence and governed by the Florence Center Commission. The complex comprises two principal operating components: the Florence Center Arena, a 10,000-seat (sometimes cited 9,150-seat) multipurpose venue for concerts, sporting events, and family shows, and the Florence Center Convention Center, which includes a 14,355 sq ft Grand Ballroom, a 5,724 sq ft Junior Ballroom, a 5,635 sq ft Mirrored Ballroom, nine 1,537 sq ft meeting rooms, a Hall of Fame space, and a 6,000 sq ft outdoor courtyard. The facility spans 29.75 acres with more than 79,000 sq ft of versatile event space and 1,800+ free parking spots, including 75 ADA spaces.

Revenue is generated across five streams: ticket sales (processed exclusively through Ticketmaster), facility rental for private and corporate events, in-house food and beverage (operated by Legends Global/Savor), customized sponsorship and advertising packages (digital signage, arena wraps, suite naming, concourse banners), and premium hospitality (14- and 20-person suites, club-level seating, and 11-person loft). Named commercial segments span corporate event planners, trade show exhibitors, general public concert and event attendees, social event hosts (weddings, galas), local and regional sponsors, premium/corporate hospitality buyers, and community and civic organizations. The professional hockey team Pee Dee IceCats serves as an anchor arena tenant.

The venue operates as a public-private partnership: ASM Global acts as the management company (formed from the 2019 merger of AEG Facilities and SMG), Legends Global provides on-site operations including food and beverage through its Savor brand, and Raldex Hospitality serves as the exclusive hotel partner. Strategic positioning at the I-95 and I-20 interchange places the venue within a day's drive of approximately 75% of the U.S. population, and has been recognized multiple times with the Prime Site Award from Facilities & Event Magazine. Technology deployments include cashless point-of-sale, 16 new digital signage units installed in 2024, state-of-the-art A/V across rooms, and venue-wide Wi-Fi.

Name

Florence Center

Legal name

Florence Center

Website

https://florencecenter.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Florence Center is a municipal convention and entertainment venue in Florence, South Carolina, featuring a 10,000-seat arena and 79,000+ sq ft of event space hosting concerts, conferences, sporting events, trade shows, weddings, and community gatherings for regional and national audiences.

Ownership category

akta.pro rank

Headquarters

HQ city

Florence

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Revenue generated from the sale of tickets to public events held in the arena and convention center, sold via Ticketmaster online, box office, and will-call. Ticket sales are the primary revenue driver for public events.
2. Facility Rental: Rental income from booking the arena, grand ballroom, junior ballroom, mirrored ballroom, meeting rooms, and outdoor courtyard for private events including corporate gatherings, trade shows, weddings, galas, and conferences.
3. Food and Beverage: In-house food and beverage services provided exclusively by Legends Global/Savor, including concessions, catering for private events, bar services, and premium dining experiences. A cashless system is used throughout the venue.
4. Sponsorships and Advertising: Customized sponsorship packages offering annual or one-time event sponsorship opportunities including arena backlit signs, window wraps, wall signage, concession branding, digital signage, marquee, concourse banners, restroom ads, elevator wraps, floor logos, Evolv wraps, ChargeFuze charging station branding, and suite naming rights.
5. Premium Experiences and Suite Rentals: Revenue from renting private suites (14-person and 20-person configurations), club level seating, loft seating, and VIP parking/access packages for arena events. Includes optional pre-order catering.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Florence Center operates a municipal convention and entertainment complex comprising a 10,000-seat arena (hosting concerts, family shows, and sporting events such as the Pee Dee IceCats) and a convention center with ballrooms, meeting rooms, pre-function areas, and a 6,000 sq ft outdoor courtyard. It sells public event tickets through Ticketmaster, rents event space for corporate meetings, weddings, galas, and trade shows, and offers in-house catering (via Legends Global/Savor), AV services, sponsorship packages, and premium suite/club seating rentals. Day-to-day operations are managed by ASM Global and Legends Global under a public-private partnership with the City of Florence.

Product overview

Florence Center is a multi-venue entertainment and convention complex consisting of the Florence Center Arena (a 9,150-seat arena for concerts, sporting events, and conferences), the Florence Center Convention Center (featuring multiple ballrooms including the Grand Ballroom, Junior Ballroom, and Mirrored Ballroom, plus nine meeting rooms, a courtyard, and Hall of Fame space), and premium experience offerings including suites, club seating, and loft seating. The venue operates as an integrated venue-management business, offering space rentals, catering by Legends Global, A/V services, sponsorship packages, and hosting the Pee Dee IceCats hockey team. The complex spans over 79,000 square feet across 29.75 acres and serves as the largest convention facility in northeast South Carolina.

Differentiator

Problem solved

Functional benefit

Products and services

• Florence Center Arena A 10,000-seat arena hosting concerts, family shows, sporting events, monster truck rallies, rodeos, ice hockey, professional wrestling, and church conferences. Features include 6 concession stands, 4 locker rooms, 2 star rooms, a large back gate for unloading, and new digital signage on the concourse. Open to event organizers, promoters, and public ticketed attendees.
• Grand Ballroom An elegant 14,355 square foot ballroom with 20-foot ceilings, suitable for receptions, banquets, galas, theater events, and trade shows. Includes digital signage, full lighting and sound, a roll door on the same level, colored lights, and projection screens.
• Junior Ballroom A 5,724 square foot state-of-the-art space, divisible into 4 separate rooms (Meeting Rooms 101–104) or one large open room, with a pre-function area, retractable walls, and advanced AV/lighting options. Completed in early 2018.
• Mirrored Ballroom A 5,635 square foot ballroom featuring 8 unique mirrored columns, divisible into 3 smaller rooms or 1 large room. Suitable for events ranging from small meetings to intimate weddings.
• Meeting Rooms Nine versatile 1,537 square foot meeting rooms, each comfortable and divisible into two rooms, with updated A/V, visual, and lighting technology.
• Courtyard A 6,000 square foot outdoor space allowing guests access to center amenities while enjoying the outdoors. Ideal for weddings, receptions, cocktail hours, and socials with easy inside access and free parking.
• Hall of Fame A 4,000 square foot versatile space with a 130-person capacity, ideal for intimate sports banquets, elegant VIP dinners, and other events requiring a blank canvas design.
• Premium Suites Private suites available in 14-person or 20-person configurations, offering first-class hospitality with suite parking, exclusive entrance, private bathroom, sliding windows to the arena, coolers, and optional pre-order catering by Legends Global. Sold to corporate clients and high-value individuals.
• Club Level Seating Premium seating experience at center ice with only 8 rows of 9 seats. Includes tickets to all shows and games, access to VIP Lounge, and spacious cushioned seating.
• Loft Seating An 11-person premium loft offering an elevated event experience with an optional 22-ticket package, featuring a refrigerator, private counter, custom branding display, VIP entrance, and early access to select events.
• Sponsorship Packages Diverse sponsorship and advertising opportunities including arena signage, window wraps, wall signage, concession wraps, digital signage, marquee, concourse banners, restroom ads, elevator door wraps, floor logos, and suite packages for brand exposure to over 300,000 attendees annually. Annual and one-time event sponsorship packages.
• Catering by Legends Global Exclusive in-house food and beverage partner providing full catering including signature dishes, beverages, bar services (beer, wine, liquor, bartenders, soda, mixers), and locally inspired menus for both concessions and private events.
• A/V Services Audio/visual services including large projection screens, high-quality sound systems, advanced lighting options in each room, and digital signage throughout the convention center. Available for corporate conferences, concerts, and social events.
• WiFi & Internet Services High-speed internet connectivity and Wi-Fi coverage throughout the entire building with free Wi-Fi for event attendees and upgraded internet available for a fee for events requiring stronger connectivity.

Quantifiable outcome

• Over 300,000 attendees in the past two years across all events
• +4 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Legends GlobalcoreStrategic or Co-development PartnerLegends Global is the management company overseeing operations of the Florence Center, providing venue management, food and beverage services through Savor (their exclusive catering brand), event planning support, and sustainability initiatives via their Global Acts program. Legends Global manages 325+ prestigious venues worldwide.
• ASM GlobalcoreStrategic or Co-development PartnerASM Global is the parent venue management company of the Florence Center. Formed from the merger of AEG Facilities and SMG in October 2019, ASM Global manages venues across five continents, 14 countries, and more than 300 of the world's most prestigious arenas, stadiums, convention and exhibit centers, and performing arts venues.
• Raldex HospitalitycoreStrategic or Co-development PartnerRaldex Hospitality is the exclusive hotel partner of the Florence Center, providing accommodations for visitors through their portfolio of hotels including Hilton Garden Inn, Hampton Inn & Suites, Holiday Inn Express & Suites, and Staybridge Suites. Their properties are in close proximity to the Florence Center, serving as preferred hotels for event attendees.
• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster is the only authorized ticket-selling agent for the Florence Center. All public event tickets must be purchased through Ticketmaster online or the venue box office. Ticketmaster manages the mobile entry system and handles ticket distribution, pricing, and service fees.
• Greater Florence Chamber of CommerceminorStrategic or Co-development PartnerThe Greater Florence Chamber of Commerce is listed as a Proud Partner of the Florence Center, indicating a mutual support relationship benefiting the local business community and event promotion in the Florence area.
• Savor (Legends Global Food & Beverage)coreStrategic or Co-development PartnerSavor is the exclusive in-house catering partner of the Florence Center, providing all food and beverage services including concessions, event catering, bar services, and custom menus for private events. They collaborate with local chefs, farmers, and artisans to create locally inspired menus. Contact: Director of Food and Beverage Tim Carter.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Charlotte Convention Center: A larger, urban convention center in Charlotte, NC, operated by the Charlotte Regional Visitors Authority. Comparable in event categories (trade shows, conventions, corporate events) but in a major metro market with significantly larger scale and direct competition for regional bookings.
• Savannah Convention Center: A southeast regional convention center hosting trade shows, conferences, and large events. Comparable in operating model and event types, but located in a different state market with a tourism-oriented customer base.
• James Brown Arena: An arena and event venue in Augusta, GA, hosting concerts, sporting events, and family entertainment. Comparable in scale (similar arena capacity), operating model, and southeastern U.S. regional positioning.
• Bojangles Coliseum: A Charlotte, NC arena hosting concerts, family shows, and sporting events at a similar capacity to Florence Center's arena. Comparable in event categories and serving a regional audience within driving distance.
• Greensboro Coliseum Complex: A multi-venue complex in Greensboro, NC, featuring an arena, convention center, and specialty venues. Comparable in hosting concerts, sporting events, trade shows, and family shows across a similar-sized facility footprint.
• Crown Complex (Crown Coliseum): An arena and event complex in Fayetteville, NC, with similar arena capacity and convention/expo space. Comparable in serving a mid-sized regional market with diversified event programming including concerts, family shows, and trade shows.

Emerging players

• Charleston Gaillard Center: A performing arts and event venue in Charleston, SC, hosting concerts, conferences, and community events. Comparable in event categories and South Carolina market but focused on performing arts programming with smaller capacity than Florence Center's arena.

Direct peers

• North Charleston Coliseum: A South Carolina arena and performing arts venue operated by ASM Global, hosting concerts, family shows, and sporting events. Comparable in arena capacity (~14,000 seats), event programming, and management affiliation to Florence Center.
• Columbia Metropolitan Convention Center: A South Carolina convention center operated under similar ASM Global-style management, offering comparable ballroom, meeting, and exhibit space for corporate events, trade shows, and social gatherings in a regional market. Directly comparable in operating model and target customer base.
• Myrtle Beach Convention Center: A large-scale South Carolina convention center hosting trade shows, conferences, and events. Comparable in core offering (ballrooms, exhibit halls, meeting rooms) but operates in a larger tourism-driven market with significantly higher attendee volume.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flocentersc
• Facebookfacebook.com/FlorenceCenterSC
• LinkedInlinkedin.com/company/florence-civic-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florence Center