What Greensboro Coliseum Complex does

Greensboro Coliseum Complex (operating as Greensboro Complex) is a municipal multi-venue entertainment and sports campus located at 1921 West Gate City Boulevard, Greensboro, North Carolina. The complex comprises six distinct venues — First Horizon Coliseum (main arena), Special Events Center, Piedmont Hall, Novant Health Fieldhouse, White Oak Amphitheatre, and Odeon Theatre — that collectively host concerts, sports events, family shows, trade shows, conventions, and community gatherings. It is operated in connection with the War Memorial Commission, with Oak View Group (OVG) serving as venue management partner.

The platform architecture pairs physical infrastructure with a ticketing layer integrated through Ticketmaster (the primary online ticketing channel), supplemented by an on-site box office, group sales operations, and premium seating programs (OG Club Seats, Luxury Suites, Premium Rentals). Supporting modules include catering and concessions, suite catering, and event booking services for trade shows and corporate functions. Content is supplied principally through partnerships with national promoters Live Nation, AEG Presents, and CMN Events, alongside naming-rights partnerships with First Horizon Bank and Novant Health.

Revenue is generated across five streams: ticket sales (transaction-based, routed through Ticketmaster and the box office), premium seating and suite rentals (one-time licensing for corporate clients), concessions and catering (transaction-based food and beverage), venue rentals and bookings (one-time licensing for private events, trade shows, and corporate functions), and group sales (transaction-based packages for organizations and corporate outings). Pricing on the core ticket stream is set by event promoters and performers, not by the venue. The complex serves three primary customer segments: general public/consumers (primary), corporate clients (premium hospitality), and event promoters/organizers (venue bookers).

Name

Greensboro Coliseum Complex

Legal name

Greensboro Coliseum Complex

Website

https://greensborocoliseum.com

Company type

Private

Operating status

Operating

Short description

Greensboro Complex operates a six-venue municipal entertainment campus in Greensboro, North Carolina, hosting concerts, sports, family shows, and trade events under management by Oak View Group and oversight by the War Memorial Commission.

Ownership category

akta.pro rank

Product category

Live Event Venue Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711), Arts, Entertainment, and Recreation (71), Amusement, Gambling, and Recreation Industries (713)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Multi-Sport Complexes & Community Sports Parks (MPAKAEAH), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

Keywords

• Live event venues
• Arena entertainment complex
• Premium seating suites
• Concert and sports hosting
• Trade show facilities

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue generated from ticket sales for concerts, sports events, family shows, and other entertainment at First Horizon Coliseum, Special Events Center, Piedmont Hall, Novant Health Fieldhouse, White Oak Amphitheatre, and Odeon Theatre. Tickets sold through Ticketmaster and the venue's box office.
2. Premium Seating: Revenue from OG Club Seats, Luxury Suites, and Premium Rentals catering to corporate clients and premium ticket buyers seeking enhanced event experiences.
3. Concessions & Catering: Food and beverage sales through concession stands and suite catering services during events.
4. Venue Rentals & Bookings: Rental of venue spaces for private events, trade shows, conventions, and corporate functions.
5. Group Sales: Group ticket packages for organizations, schools, corporate outings, and large parties.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

The Greensboro Coliseum Complex is a multi-venue entertainment campus that rents out and operates six distinct venues—First Horizon Coliseum, Special Events Center, Piedmont Hall, Novant Health Fieldhouse, White Oak Amphitheatre, and Odeon Theatre—for concerts, sports events, family shows, trade shows, conventions, and community events. It sells tickets (via Ticketmaster and its box office), premium seating products (OG Club Seats, Luxury Suites, Premium Rentals), group ticket packages, venue rentals for private and corporate functions, and food and beverage concessions and catering.

Product overview

The Greensboro Coliseum Complex is a multi-venue entertainment complex comprising six distinct venues: First Horizon Coliseum (main arena), Special Events Center, Piedmont Hall, Novant Health Fieldhouse, White Oak Amphitheatre, and Odeon Theatre. The complex operates as a platform-plus-modules architecture, with the six venues serving as core products hosting concerts, sports events, and entertainment. Supporting modules include Premium Seating (with OG Club Seats, Luxury Suites, and Premium Rentals), Group Sales, Catering Services, and Ticketing Services that enhance the venue experience.

Differentiator

Problem solved

Functional benefit

Products and services

• First Horizon Coliseum The main arena venue within the Greensboro Coliseum Complex, hosting major concerts, sports events, and large-scale entertainment performances.
• Special Events Center A versatile event space within the complex used for trade shows, conferences, and community events.
• Piedmont Hall An indoor venue within the complex typically used for concerts and smaller-scale entertainment events.
• Novant Health Fieldhouse An indoor arena venue used for basketball games, wrestling events, and other sports entertainment.
• White Oak Amphitheatre An outdoor amphitheater venue within the complex for concerts and outdoor entertainment events.
• Odeon Theatre A theatre venue within the complex used for concerts, performances, and smaller entertainment events.
• Premium Seating (OG Club Seats, Luxury Suites, Premium Rentals) Premium seating products including OG Club Seats, Luxury Suites, and Premium Rentals that offer enhanced event experiences targeted at corporate clients and premium ticket buyers.
• Group Sales Dedicated group ticket sales packages for organizations, corporations, schools, and large parties attending events at the complex.
• Catering Services Food and beverage catering services including suite catering and concessions for events at the complex.
• Ticketing Services Ticket purchasing and management services delivered through a Ticketmaster integration and on-site box office for events across all venues within the complex.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• TicketmastercoreTechnology or IntegrationPrimary ticketing platform integration for all events at the Greensboro Coliseum Complex. Ticketmaster handles online ticket sales, pricing, and distribution for concerts, sports events, and family shows.
• Oak View Group (OVG)coreStrategic or Co-development PartnerVenue management and operations partner. Oak View Group is a global venue development and management company that manages the Greensboro Coliseum Complex.
• OVG Supplier Diversity ProgramminorStrategic or Co-development PartnerSupplier diversity initiative to promote participation of diverse-owned businesses in venue operations, procurement, and event services.
• War Memorial CommissioncoreStrategic or Co-development PartnerOversight body overseeing the Greensboro Coliseum Complex. The War Memorial Commission is responsible for the management and operation of the war memorial facilities including the coliseum complex.
• Live NationcoreChannel Partner/ Reseller/ DistributorMajor concert promoter and live entertainment company that books and promotes concerts at the Greensboro Coliseum Complex venues.
• AEG PresentscoreChannel Partner/ Reseller/ DistributorGlobal sports and entertainment presenter that promotes concerts and events at the complex.
• CMN EventsminorChannel Partner/ Reseller/ DistributorEvent promoter that books and produces concerts and events at the venue.
• PepsiminorGTM or Marketing PartnerBeverage sponsor with advertising presence on the venue website and potentially as official beverage provider.
• Novant HealthcoreGTM or Marketing PartnerNaming rights partner for Novant Health Fieldhouse, one of the six venues at the Greensboro Coliseum Complex.
• First Horizon BankcoreGTM or Marketing PartnerNaming rights partner for First Horizon Coliseum, the main arena venue at the complex.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Others

• ASM Global: Global venue management company managing hundreds of arenas, stadiums, and convention centers. Comparable as a peer in venue operations and municipal facility management.
• Oak View Group (OVG): Parent management company for Greensboro Coliseum Complex. Comparable as a venue management peer given OVG's portfolio of managed arenas and venue development pipeline.

Direct peers

• Bojangles Coliseum: Multi-purpose indoor arena in Charlotte, NC hosting concerts, family shows, and sporting events. Comparable mid-tier arena format operating in adjacent Carolina market.
• Coca-Cola Coliseum: Multi-purpose arena in Toronto operated by OVG (same parent management group). Comparable mid-size arena hosting hockey, concerts, and family shows.
• PNC Arena: Multi-purpose arena in Raleigh, NC that hosts NHL games, concerts, and family shows. Directly comparable to First Horizon Coliseum in scale and Carolinas regional market overlap.
• Spectrum Center: Charlotte, NC arena operated by AEG that hosts NBA Hornets games and major concerts. Comparable indoor arena venue competing for the same regional touring content.
• Charleston Coliseum & Performing Arts Center: Multi-venue complex in Charleston, WV combining arena and PAC facilities. Closest structural analog to Greensboro's multi-venue campus model.
• Hampton Coliseum: Multi-purpose arena in Hampton, VA hosting concerts, sports, and family entertainment. Comparable regional arena with similar mid-market positioning and municipal ownership structure.

Broad incumbents

• CFG Bank Arena: Regional arena in Baltimore hosting concerts and events. Larger-scale incumbent operating in a similar mid-Atlantic/Southeast touring circuit.

Regional players

• Gainbridge Fieldhouse: NBA arena in Indianapolis hosting Pacers games and major concerts. Comparable in arena format and touring circuit position, though in a different geographic region.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gsocomplex

Revenue estimate

Valuation estimate

Number of profiles

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 Greensboro Coliseum Complex