Key Takeaways
- Greensboro Complex and Tanger Center generated $553.5 million in economic impact during fiscal year 2023-2024, according to a Clemson University study
- The venues hosted 1,252 events with combined attendance of 1,705,255 across the fiscal year period
- 2024 ACC Women’s Basketball Tournament drew 67,081 fans, marking the event’s highest attendance in 15 years
- The study, commissioned by Greensboro Sports Foundation, represents the first comprehensive economic analysis in 12 years
- Tanger Center’s First Bank Broadway Series ranks among the nation’s top-selling one-week Broadway series with over 16,000 subscribers
A Half-Billion Dollar Economic Engine
The Greensboro Complex and Steven Tanger Center for the Performing Arts delivered a combined $553.5 million economic impact to Guilford County during the 2023-2024 fiscal year, according to a new study from Clemson University. The analysis, led by Robert T. Carey, Ph.D., examined visitor spending, operational expenditures, job creation, and tax revenue across the venue portfolio.
The study marks the first comprehensive economic assessment of the facilities in 12 years and was commissioned by the Greensboro Sports Foundation. During the fiscal year running from July 1, 2023 through June 30, 2024, the venues hosted 1,252 events with total attendance exceeding 1.7 million.
Multi-Venue Portfolio Drives Results
Operated by Oak View Group, the eight-venue Greensboro Complex centers on First Horizon Coliseum and includes the Special Events Center, White Oak Amphitheatre, Greensboro Aquatic Center, Piedmont Hall, Novant Health Fieldhouse, The Terrace, and ACC Hall of Champions. Oak View Group’s management team also operates the downtown Tanger Center.
The entertainment calendar featured major concert acts including Peso Pluma, Jelly Roll, Billy Strings, and Anita Baker, along with family programming such as Ringling Bros. Barnum & Bailey, Disney on Ice, and Monster Jam. The AEW Revolution wrestling event drew over 16,000 fans for a sold-out show.
“We work extremely hard throughout the year to bring a diverse selection of events across all of our venues,” said Scott Johnson, Oak View Group General Manager of Greensboro Complex. “Every concert, game, and show not only creates wonderful memories for fans, but also sparks energy and opportunity for local businesses and workers.”
Sports Tourism Delivers Regional Draw
The venue complex hosted numerous multi-day sporting events during the fiscal year. First Horizon Coliseum held the 2024 ACC Women’s Basketball Tournament, which attracted 67,081 fans, the tournament’s highest attendance in 15 years. The venue also hosted the first ACC Gymnastics Championship in 40 years.
The Greensboro Aquatic Center welcomed the 2023 YMCA Long Course Nationals, Toyota U.S. Open Championships, and NCAA Division III Swimming and Diving Championships, among other competitions.
“Having top-tier facilities is absolutely essential to keeping Greensboro competitive with other cities as a premier destination for major sporting events,” said Richard Beard, Greensboro Sports Foundation President. “As the results of the Clemson study demonstrate, these events generate millions in economic impact, supporting local jobs, businesses, and tourism.”
Tanger Center Anchors Downtown Programming
The $94 million Tanger Center, which opened in 2021, hosts touring Broadway productions, concerts, and performing arts programming. During the fiscal year, Broadway productions included Disney’s Aladdin, To Kill a Mockingbird, and Chicago. Musical acts featured Gladys Knight, The Beach Boys, and John Mellencamp, while comedy programming included Steve Martin and Martin Short.
The venue’s First Bank Broadway Series, presented with partners Nederlander and Professional Facilities Management, serves over 16,000 subscribers and ranks as one of the nation’s top-selling one-week Broadway series. The University of North Carolina School of the Arts’ production of “The Nutcracker” set new venue records for attendance and ticket sales.
Impact Beyond Entertainment Revenue
Mayor Nancy Vaughan noted the broader economic activity generated by venue events. “When people attend a concert or a game, they don’t just buy a ticket. They dine at our restaurants, stay in our hotels, shop locally, and strengthen our economy,” she said.
Anthony Cordo, President of the Greensboro Convention and Visitors Bureau, highlighted the venues’ role in the regional hospitality sector. “This half-billion-dollar impact confirms that our entertainment ecosystem is a powerful economic engine for Guilford County,” he said.
via: Yes Weekly / GSO Complex
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