Greensboro Complex & First Horizon Coliseum

What Greensboro Complex & First Horizon Coliseum does

Greensboro Complex is a municipally-owned multi-venue entertainment facility in Greensboro, North Carolina, established in 1959 and operated under the oversight of the War Memorial Commission (appointed by Greensboro City Council), with day-to-day management contracted to Oak View Group (OVG). The complex spans 75 acres adjacent to four major interstates and comprises nine distinct venues anchored by the 22,000-seat First Horizon Coliseum, a 167,000-square-foot Special Events Center, White Oak Amphitheatre, Piedmont Hall, Novant Health Fieldhouse, Greensboro Aquatic Center, Odeon Theatre, ACC Hall of Champions, The Terrace, and the sister Steven Tanger Center for the Performing Arts.

The business runs an event-driven venue model that hosts over 1,100 events annually and welcomes more than 1.5 million patrons, drawing 65+ million cumulative guests since opening. Content spans concerts, family shows, theatrical performances, NCAA and ACC basketball tournaments (53 ACC tournament appearances — the most of any venue), professional hockey (Greensboro Gargoyles ECHL, Greensboro Swarm NBA G League, Carolina Hurricanes preseason), professional wrestling (WWE, AEW), professional bull riding (PBR Teams), and trade shows, conventions, and graduations. The underlying technology stack consists of Ticketmaster mobile and online ticketing, fully cashless point-of-sale infrastructure (live since September 2024), GoZone WiFi, and digital LED signage. Naming rights partners First Horizon Corp. and Novant Health anchor multi-year corporate revenue.

Revenue is generated through ticket sales and commissions (Ticketmaster, Universe), food and beverage concessions and exclusive catering (managed by Oak View Group), premium seating (luxury suites, OG Club seats, premium rentals), parking fees, corporate sponsorship and advertising packages (in-arena, concourse, digital), and naming rights licensing. Customer segments are horizontal: consumer event attendees, corporate partners/sponsors, event organizers and promoters, and private event hosts. Go-to-market combines direct outreach for corporate partnerships, a dedicated group sales team for bulk ticketing, and Ticketmaster/box office for consumer sales, supplemented by owned digital channels (website, social media, email newsletter) and venue-based signage.

Name

Greensboro Complex & First Horizon Coliseum

Legal name

Greensboro Complex

Website

https://gsocomplex.com

Company type

Private

Founded year

1959

Operating status

Operating

Ownership category

akta.pro rank

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

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), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

Keywords

• Live entertainment venues
• Event hosting services
• Sports arenas
• Convention and trade show facilities
• Premium seating rentals

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Ticket Sales & Commissions: Revenue from ticket sales across all events through Ticketmaster and box office, earning commissions on transactions.
2. Premium Seating: Revenue from luxury suites, OG Club seats, and premium rentals offering exclusive amenities and hospitality.
3. Food & Beverage Concessions: On-site food and beverage sales through concessions stands and catering services operated by Oak View Group.
4. Catering Services: On-site and off-site catering for events from intimate breakfast meetings to banquets for up to 1,200 attendees. Managed by Oak View Group's exclusive catering team.
5. Sponsorship & Advertising: Corporate partnership packages including in-arena branding, digital displays, concourse branding, naming rights, and custom activations.
6. Parking Fees: Parking fees collected at venue-operated parking lots during events.
7. Naming Rights: Naming rights partnerships including First Horizon Coliseum and Novant Health Fieldhouse.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Greensboro Complex operates a 75-acre, nine-venue municipal entertainment facility in Greensboro, NC, hosting concerts, sporting events, trade shows, conventions, family shows, and theatrical performances. The flagship First Horizon Coliseum is a 22,000-seat arena. Ancillary services include Oak View Group catering, premium seating (luxury suites, OG Club seats), group sales, mobile ticketing via Ticketmaster, concessions, parking, and corporate sponsorship/partnership packages. The complex hosts more than 1,100 events annually.

Product overview

Greensboro Complex is a multi-venue entertainment complex comprising nine distinct venues operated by Oak View Group, anchored by the iconic 22,000-seat First Horizon Coliseum. The venue portfolio includes indoor arenas (First Horizon Coliseum, Special Events Center's mini-arena, Novant Health Fieldhouse), performance spaces (Piedmont Hall, Odeon Theatre, Steven Tanger Center), outdoor venues (White Oak Amphitheatre), aquatic facilities (Greensboro Aquatic Center), and specialty spaces (ACC Hall of Champions, The Terrace). The complex hosts over 1,100 events annually including concerts, sporting events, family shows, theatrical performances, conventions, trade shows, and graduations. Ancillary services include Oak View Group catering, premium seating options (suites, club seats), group sales, mobile ticketing via Ticketmaster/Universe, and comprehensive event production services. Partnership opportunities include in-arena branding, concourse branding, digital advertising, and social media integrations. The venue operates on a cashless basis accepting credit/debit cards and mobile payments (Apple Pay, Google Pay, Samsung Pay).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 65+ million total guests welcomed since opening
• +2 more outcomes

Named customers10 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core, flagship and minor.

• Oak View Group (OVG)coreStrategic or Co-development PartnerOak View Group is the global leader in live experience venue development, premium hospitality services, and 360-degree solutions for world-class venues. OVG manages Greensboro Complex and provides exclusive catering services, employment portal, and supplier diversity programs.
• First Horizon BankcoreOEM/ Whitelabel/ Licensing PartnerFirst Horizon Corp. (NYSE: FHN), a leading regional financial services company with $82.2 billion in assets, holds naming rights for First Horizon Coliseum. First Horizon Bank operates in 12 states across the southern U.S.
• Novant HealthcoreOEM/ Whitelabel/ Licensing PartnerNovant Health holds naming rights for Novant Health Fieldhouse, home of the Charlotte Hornets NBA G League affiliate Greensboro Swarm.
• Carolina Hurricanes / NHLcoreStrategic or Co-development PartnerGreensboro Gargoyles serve as ECHL affiliate of NHL Carolina Hurricanes and AHL Chicago Wolves. First Horizon Coliseum hosts Carolina Hurricanes preseason games.
• Charlotte Hornets / NBA G LeaguecoreStrategic or Co-development PartnerGreensboro Swarm is the NBA G League affiliate of the Charlotte Hornets. Novant Health Fieldhouse serves as home venue for Swarm games.
• TicketmastercoreTechnology or IntegrationPrimary ticketing platform partner for all events at Greensboro Complex. Provides mobile ticketing capabilities through official Ticketmaster app.
• ACC (Atlantic Coast Conference)flagshipStrategic or Co-development PartnerFirst Horizon Coliseum has hosted ACC Men's and Women's Basketball Tournaments 53 times combined - the most of any venue for both tournaments.
• NCAAflagshipStrategic or Co-development PartnerHosted NCAA Men's Basketball Final Four in 1974, Men's Regionals multiple times, and Women's Basketball Regionals. Total of 20 NCAA tournament hosting events.
• Guilford Green Foundation & LGBTQ CenterminorStrategic or Co-development PartnerCommunity partner for Green Queen Bingo event. Greensboro's longest running LGBTQ organization.
• WFMY News 2minorStrategic or Co-development PartnerWFMY News 2 partners with Greensboro Complex for annual summer blood drive event.
• American Red CrossminorStrategic or Co-development PartnerBlood donation organization co-hosting annual summer blood drive with WFMY and Greensboro Complex at Piedmont Hall.
• Marriott Greensboro DowntownminorGTM or Marketing PartnerOfficial hospitality partner of Greensboro Complex. Located 2 miles from complex, offers packages for venue visitors.
• AEW (All Elite Wrestling)coreStrategic or Co-development PartnerAEW Revolution 2024 held at First Horizon Coliseum, marking return of Sting and Ric Flair to site of legendary match at Clash of Champions I in 1988.
• PBR (Professional Bull Riders)coreStrategic or Co-development PartnerPBR Teams league event featuring Carolina Cowboys, the Carolinas' first professional bull riding team. PBR Cowboy Days annual homestand held at First Horizon Coliseum.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Regional players

• Crown Complex (Fayetteville, NC): Multi-venue complex in Fayetteville, NC featuring a ~2,400-seat arena and 60,000 sq ft exhibit hall. Comparable as a Carolinas regional multi-venue facility competing for similar touring and convention business, though smaller in scale than Greensboro.

Direct peers

• Gas South Arena (Duluth, GA): ~13,000-seat arena in the Atlanta suburbs hosting ECHL hockey, AHL affiliates, concerts, and family shows. Operated as part of the Gas South District complex; comparable in scale, anchor tenant model, and Southeast touring competition.
• Scope Arena (Norfolk, VA): ~11,000-seat arena in Norfolk, Virginia operated by OVG that hosts concerts, NCAA events, and family shows. Comparable in scale, programming mix, and Southeast/Mid-Atlantic regional competition; operates under the same OVG management platform as Greensboro.
• Bon Secours Wellness Arena (Greenville, SC): ~15,000-seat arena in Greenville, SC hosting ECHL hockey, concerts, and family shows. Comparable in scale, programming mix, and Southeast regional footprint; competes for the same touring act routes.
• Bojangles Coliseum (Charlotte, NC): Historic 10,000-seat arena in Charlotte also owned by the City of Charlotte and operated as part of the same regional civic venue portfolio as Greensboro Complex; comparable in scale, ownership structure, and event mix (concerts, family shows, sporting events).
• Von Braun Center (Huntsville, AL): Multi-venue municipal complex in Huntsville, Alabama including a ~10,000-seat arena, exhibit halls, and performing arts hall. Comparable in multi-venue municipal structure, scale, and event programming mix (concerts, conventions, sports).
• Spectrum Center (Charlotte, NC): 20,000-seat arena in uptown Charlotte operated by Oak View Group that hosts Charlotte Hornets (NBA) games, major concerts, and family shows. Directly competes for touring acts, NBA preseason events, and corporate bookings in the Carolinas.
• Hampton Coliseum (Hampton, VA): ~13,800-seat municipally-owned arena in Hampton, Virginia hosting concerts, family shows, sporting events, and conventions. Closely comparable in scale, ownership model, and event programming mix, and is a direct competitor for mid-Atlantic/Southeast touring routes.
• PNC Arena (Raleigh, NC): 19,500-seat multi-purpose arena in Raleigh, NC that hosts NHL Hurricanes games, NC State basketball, major concerts, and family shows. Directly competes with Greensboro Complex for touring events and NCAA/ACC sports bookings across the Carolinas market.
• CFG Bank Arena (Baltimore, MD): ~14,000-seat arena operated by Oak View Group that hosts concerts, family shows, and sporting events. Directly comparable as a mid-sized OVG-managed arena competing in the Mid-Atlantic/Southeast touring market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/gsocomplex
• Facebookfacebook.com/gsocomplex
• Instagraminstagram.com/gsocomplex
• LinkedInlinkedin.com/company/greensboro-complex

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 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 Greensboro Complex & First Horizon Coliseum