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 the University of Virginia, the University of Pittsburgh,
University of Colorado at Boulder and Fresno State University, among
“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, thinking 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 continue 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 Trust 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
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
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 is 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 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 the nearly sold-out Billy Strings
concerts on March 3-4, the return of the Harlem Globetrotters on April 15
and Hot Wheels Monster Trucks Live 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.
For information on LJVM Coliseum shows, to provide feedback on a guest
experience, or to rent facilities for an event, visit ljvm.com  or
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About ASM Global
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. Follow us
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