Wake Forest University has partnered with ASM Global for the management and operation of Lawrence Joel Veterans Memorial Coliseum. The scope of ASM Global services includes facility operations, staffing, event-booking and production services for Truist Field, LJVM Coliseum and David F. Couch Ballpark.
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.
“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.”
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
“We appreciate our long-time partners at the Greensboro Coliseum, which has helped bring many memorable events to Winston-Salem,” added Currie. “Boosting the Triad will continue to be a top collaborative priority for all of us.”
ASM’s worldwide portfolio of more than 300 stadiums, arenas, convention centers and theaters includes NFL stadiums and NBA and NHL arenas and university venues, includes facilities at University of Virginia, University of Pittsburgh, University of Colorado at Boulder and Fresno State University, among others. 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 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.” ASM Global’s Wake Forest team is led by General Manager Brandon Berry. 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.
