New study estimates Greensboro Complex and Tanger Center economic impact at over $550M
Events at Greensboro Complex venues and the Steven Tanger Center for the Performing Arts pumped an estimated $553.5 million into Guilford County’s economy during the 2023–2024 fiscal year (July 1, 2023 – June 30, 2024), according to a new Clemson University study.
The first analysis of its kind in 12 years, led by Robert T. Carey, Ph.D., highlights the Complex’s enormous economic footprint, factoring in visitor spending, job creation, tax revenue, and benefits to local businesses. Carey notes that the study “projects the economic impact of the Greensboro Complex based on operational expenditures across all venues and spending by event attendees during the fiscal year.
Commissioned by the Greensboro Sports Foundation, the findings underscore how the Greensboro venues offer more than just entertainment—they’re a major driver of the county’s economy.
In Fiscal Year 2023-24, the eight-venue Greensboro Complex plus downtown Greensboro’s Tanger Center – also managed by Greensboro Complex staff - combined to host 1,252 events with a total attendance of 1,705,255.
“Live entertainment events not only improve the quality of life in our community, they drive business growth,” said Greensboro Mayor Nancy Vaughan. “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. It is a credit to the management team at Greensboro Complex and Tanger Center that they were able to host events that generated a combined economic impact of more than $550 million over just one year – that number is simply remarkable.”
Operated by Oak View Group and led by the historic First Horizon Coliseum as its most prominent venue, the multi-building Greensboro Complex also includes the Special Events Center, White Oak Amphitheatre, Greensboro Aquatic Center, Piedmont Hall, Novant Health Fieldhouse, The Terrace and ACC Hall of Champions.
Live entertainment events at Greensboro Complex in 2023–24 delivered unforgettable experiences for every type of fan. Capacity crowds packed venues for chart-topping artists like Peso Pluma, Jelly Roll, Billy Strings, and Anita Baker. The historic AEW Revolution event (‘Sting’s Last Match’) drew over 16,000 fans in a sold-out spectacle of professional wrestling. Families were delighted by Ringling Bros. Barnum & Bailey Presents The Greatest Show on Earth, Harlem Globetrotters, Disney on Ice, and Monster Jam, while comedy lovers laughed through performances from Nate Bargatze and Katt Williams.
“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. We’re proud to play such a vital role in driving the local economy."
The Complex calendar was also loaded with economic-impact-driving sporting events at every level from multi-day regional youth sporting events to national collegiate championships. First Horizon Coliseum hosted the 2024 ACC Women’s Basketball Tournament, attracting 67,081 fans—the event’s highest attendance in 15 years—and also hosted the first ACC Gymnastics Championship after 40 years. Meanwhile, the Greensboro Aquatic Center welcomed numerous prestigious competitions including the 2023 YMCA Long Course Nationals, the nationally-televised Toyota U.S. Open Championships, and the NCAA Division III Swimming and Diving Championships.
“Having top-tier facilities is absolutely essential to keeping Greensboro competitive with other cities as a premier destination for major sporting events,” said Greensboro Sports Foundation President Richard Beard. “Our venues not only allow us to attract national and international competitions, but they also ensure that athletes, fans, and visitors have an outstanding experience while they’re here. As the results of the Clemson study demonstrate, these events generate millions in economic impact, supporting local jobs, businesses, and tourism. Investing in our facilities is really an investment in Greensboro’s future growth and its reputation as ‘Tournament Town.’"
A $94 million, state-of-the-art facility that has transformed downtown Greensboro since its opening in 2021, the Tanger Center is home to touring Broadway productions, concerts, Greensboro Symphony Orchestra performances, comedy shows and all types of family entertainment. Presented with partners Nederlander and Professional Facilities Management (PFM), the First Bank Broadway Series is one of the nation’s top-selling one-week Broadway series with over 16,000 subscribers.
The Tanger Center wowed audiences in 2023–24 with a lineup of blockbuster performances and sold-out shows. Broadway hits Disney’s Aladdin, To Kill a Mockingbird, and Chicago lit up the stage, while music legends Gladys Knight, The Beach Boys, and John Mellencamp delivered memorable concerts. Comedy fans packed the house for Steve Martin and Martin Short as well as Shane Gillis, and the University of North Carolina School of the Arts’ production of “The Nutcracker” set new records for total attendance and gross ticket sales.
“This half-billion-dollar impact confirms that our entertainment ecosystem is a powerful economic engine for Guilford County,” said Anthony Cordo, President of the Greensboro Convention and Visitors Bureau. “The Greensboro CVB is proud to be a dedicated partner with the Complex and Sports Foundation, ensuring every major event not only drives critical revenue for our hospitality sector but also elevates our city’s reputation as a dynamic, welcoming place to live, work, and visit.”
The complete Clemson study findings may be accessed here.