ASM Global varsity venues’ growing portfolio


ASM Global partners with Wake Forest University Image: ASM Global

The Wake Forest University in North Carolina (US) has partnered with the leading venue management company ASM Global, which has assumed the management and operation of the Lawrence Joel Veterans Memorial Coliseum.

‘ASM Global’ stated that the Lawrence Joel Veterans Memorial Coliseum joins a worldwide portfolio of more than 300 stadiums, arenas, convention centers, and theaters – including the National Football League (NFL) stadiums and National Basketball Association (NBA) and National Hockey League (NHL) arenas – managed by ASM Global.

The company’s growing portfolio of university venues includes facilities at the University of Virginia, University of Pittsburgh, University of Colorado at Boulder and Fresno State University, among others.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

The Wake Forest University is a private research university in Winston-Salem, North Carolina (US). Founded in 1834, the university received its name from its original location in Wake Forest, North of Raleigh, North Carolina.

The Lawrence Joel Veterans Memorial Coliseum is a 14,407-seat multipurpose arena in Winston-Salem, North Carolina (US). Construction of the arena began on April 23rd, 1987, and it opened on August 28th, 1989.

Said John Currie, Wake Forest Director of Athletics, “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’. 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 United States.”

Stated Doug Thornton, ASM Global Executive Vice-President, “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.”

‘ASM Global’ further stated that the scope of ASM Global services in partnership with Wake Forest includes facility operations, staffing, event booking, and production services for the 10,200-capacity Truist Field in Charlotte, North Carolina, the Lawrence Joel Veterans Memorial Coliseum and the 3,823-capacity David F. Couch Ballpark in Winston-Salem, North Carolina.

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, artistes 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 the 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.

Berry assumed the role of General Manager at Lawrence Joel Veterans Memorial Coliseum in September 2022. 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 the 20,000+-capacity Greensboro Coliseum in Greensboro, North Carolina, which has been in place since the Wake Forest University purchased the Lawrence Joel Veterans Memorial Coliseum from the City of Winston-Salem in 2013.

Added Currie, “We appreciate our long-time partners at the Greensboro Coliseum, which has helped bring many memorable events to Winston-Salem. Boosting the Triad will continue to be a top collaborative priority for all of us.”

In addition to operations and booking of the Lawrence Joel Veterans Memorial 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 (conference center), David F. Couch Ballpark, and the Indoor Tennis Center.

ASM Global’s staff at the Lawrence Joel Veterans Memorial 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.

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