Innovative Venue-Management Partnership With Industry Leader ASM Global Will Assist Wake Forest University in Elevating the Lawrence Joel Veterans Memorial Coliseum and Winston-Salem as a Premier Special Events Destination
(WINSTON-SALEM, NC – Jan. 31, 2023) — Wake Forest University has partnered with ASM Global, which has assumed the management and operation of the Lawrence Joel Veterans Memorial Coliseum.
Lawrence Joel Veterans Memorial Coliseum joins a worldwide portfolio of more than 300 stadiums, arenas, convention centers and theaters—including NFL stadiums and NBA and NHL arenas—managed by ASM Global. The company’s growing portfolio of university venues includes facilities at University of Virginia, University of Pittsburgh, University of Colorado at Boulder and Fresno State University, among others.
“ASM’s best-in-class arena and event management expertise is already helping us advance on our goal of providing the ‘Best Fan Experience in North Carolina,’” said Wake Forest Director of Athletics John Currie. “We are confident that their entertainment industry connections and reputation will help expand both the quantity and variety of concerts and special events to better serve the citizens of Winston-Salem and Forsyth County while attracting visitors from all over the region and country.”
ASM Global Executive Vice President Doug Thornton said, “ASM Global’s worldwide expertise combined with an unparalleled ability to also think locally is on full display at Wake Forest. Dramatically elevating the customer experience at venues and simultaneously offering new cutting-edge techniques to increase revenues continues to be of prime importance for ASM Global."
The scope of ASM Global services in partnership with Wake Forest includes facility operations, staffing, event-booking and production services for Truist Field, LJVM Coliseum and David F. Couch Ballpark. ASM Global provides industry expertise, best practices, human resources and tools from other venues in their vast network to provide a world-class experience for all teams, artists and guests at Wake Forest venues and provides value to the Wake Forest, Winston- Salem and Triad communities.
ASM Global’s Wake Forest team is led by General Manager Brandon Berry, who since arriving in Winston-Salem last fall has actively engaged with university, city and county officials as well as Greater Winston-Salem Inc. and Visit Winston-Salem to build strong synergy to position Winston-Salem as a great destination for fans and events alike.
Brandon Berry assumed the role of general manager at LJVM Coliseum in September. He has been actively involved in managing, booking and operating venues for over 20 years. Before moving with his family to Winston-Salem, he spent the past 15 years working as a general manager in venues in Miami, Atlanta and Boston.
Wake Forest will sunset the formal booking collaboration with Greensboro Coliseum, which has been in place since Wake Forest University purchased LJVM Coliseum from the City of Winston-Salem in 2013.
“We appreciate our long-time partners at the Greensboro Coliseum, which has helped bring many memorable events to Winston-Salem,” said Currie. “Boosting the Triad will continue to be a top collaborative priority for all of us.”
In addition to the excitement of Wake Forest’s men’s and women’s basketball teams competing in the elite Atlantic Coast Conference, upcoming LJVM Coliseum events include April 29-30.
In addition to operations and booking of the LJVM Coliseum, ASM Global will manage and host special events, including private bookings for weddings, reunions, business meetings at Wake Forest’s Truist Field, McCreary Tower, Bridger Field House, David F. Couch Ballpark and the Indoor Tennis Center.
ASM Global’s staff at LJVM Coliseum currently includes seven employees, five of whom were local to the Triad. At least two additional full-time positions will be added this year. the nearly sold-out Billy Strings concerts March 3-4, the return of the Harlem Globetrotters on April 15 and Hot Wheels Monster Trucks Live.