New Entertainment Venue’s Impact In Greensboro

GREENSBORO, NC – The official groundbreaking ceremony for Greensboro’s new entertainment venue, the Steven Tanger Center for the Performing Arts, took place in April 2017. The Tanger Center will have an enormous impact on the city of Greensboro and the Triad area. Their first booking of September 2018 had tremendous growth to over 16,000 season seat membership, making a first-year venue record. 

COVID-19 caused the grand opening to be canceled in March 2020. The Steven Tanger Center for The Performing Arts has announced its revised schedule for its inaugural Broadway season beginning in October 2021 with WICKED. 

Creation

The center is a redesign to replace the Greensboro War Memorial Auditorium at the Greensboro Coliseum Complex. A task force created the Community Foundation of Greater Greensboro, Inc. Members of the Greensboro City Council examined the commitment for business-related impact. The task force provided citizens of Greensboro and in the Triad with a new venue for entertainment and business.

Impact on Greensboro and The Triad

Andrew Brown, Public Relations Manager at Steven Tanger Center, said, “The addition of a state-of-the-art performing arts center will have a tremendous impact on the City of Greensboro and the entire Triad.”

“Increasing the quality of life for area residents by bringing a wide variety of live entertainment options to enjoy. The Tanger Center has created hundreds of jobs that generate millions in economic impact. The 150 events a year are projected to draw more than 300,000 patrons. In addition, to helping to fill local restaurants, hotels, and retail stores.”

Events at STCPA

The Steven Tanger Center hosts a variety of events including touring Broadway productions, concerts, Guilford College’s Bryan Series, Greensboro Symphony Orchestra performances, comedy shows, and family entertainment. Click here for information on upcoming shows. 

Partnerships 

The Nederlander Organization, owned and operated by James L. Nederlander, operates nine theatres on Broadway (NYC), 14 touring venues across the United States, and three theatres in Londons’ West End.

Professional Facilities Management, Inc. (PFM), a wholly-owned for-profit subsidiary of Providence Performing Arts Center, was incorporated in 1988 to a growing need for objective evaluation and management of small-to-medium-sized performing arts facilities in geographically diverse locations. 

“With over 17,400 Broadway season tickets sold, the public’s response to the spectacular lineup of shows that our Broadway partners Nederlander and PFM have provided has been nothing short of phenomenal. “

“Presenting an outstanding annual Broadway season series is a key component to the success of the Tanger Center,” said Matt Brown, managing director of the Greensboro Coliseum Complex in 2018. “By partnering with industry leaders Nederlander and PFM, not only guarantees a spectacular lineup for our inaugural Broadway season but will allow us to deliver the finest touring productions to the Tanger Center on an annual basis.”

Financial Sources and City Management

“The Greensboro Coliseum Complex (a department of the City of Greensboro) manages The Tanger Center. The booking staff for the Coliseum Complex books all events at the Tanger Center. This staff works with local and national promoters to bring a different collection of live entertainment events to all of these venues,” said Andrew Brown. 

The construction of the venue had no taxpayer money spent on it. Greensboro council members and several different local businesses corporations have collaborated to create the largest private-public partnership in Greensboro’s history.

Brown stated, “The Tanger Center revenues from sources including parking fees, ticket service charges, sponsorships and commissions from Spectra Food Services Tanger Center’s contracted catering manager and concessionaire) will all help fund ongoing operating expenses.”

“Hosting an annual Broadway series featuring the very best touring of direct-from-New York productions will be a cornerstone of the Tanger Center’s success,” Brown explained.

Most importantly, Tanger Center held its first public event this month. On September 2, 2021, Rhiannon Giddens and Friends performed in concert. Being open for three weeks, the Center has received four out of five stars on Google and Facebook.