Former Greensboro Coliseum managing director reflects on 30 years running venues that have entertained millions
Nov 07, 2024
To watch the version of the Matt Brown interview that aired in our 10 p.m. newscast on Thursday night, click on the window in the upper right corner. To watch an extended version of the interview, which includes parts not included in the broadcast piece, click on the web extra below. Below the web extra are some of my thoughts on Matt Brown’s legacy.
GREENSBORO, N.C. (WGHP) -- “Do you still have the keys to the building?”
That was my first question to former Greensboro Coliseum Managing Director Matt Brown when I met him recently. Four months had passed since he officially retired after spending 30 years in this position.
Out of his pocket, he pulled a key ring that must’ve had 20 keys on it. In fact, he had spent the previous several minutes while we set up equipment for what I was told would be his only post-retirement media interview just walking around the place.
Since our meeting, he may still be holding onto those keys. Perhaps he’s turned them back in. But you get the feeling whatever has happened or will happen, parting with those keys (if he ever does) will be tough for him.
Spend a few minutes with him, and you’ll get the feeling no one is a bigger supporter of the large building that sits beside the Gate City Boulevard curb than he.
“They had built the biggest arena in North America,” he told me while describing what the city had done when he took the job in Nov. 1994. “Even many in Greensboro didn’t realize they had the largest single-seat arena in North America at the time. 23,500 was the largest single-seat arena in North America. And I’m not sure anybody in Greensboro understood or appreciated the magnitude of that.”
He's ultra-competitive and doesn’t mind speaking his mind.
But you could make an effective argument those very characteristics helped make him successful in Greensboro and contributed to the expansion of entertainment and athletic facilities not many cities can match.
In other words, Matt Brown was good at his job. Really good.
Winning the business and trust of agents, show promoters, contractors and others in such a crazy show business and athletic environment takes an aggressive person who’s candid and makes decisions quickly.
That just doesn’t always jive with a city bureaucracy that answers to taxpayers, many of whom have differing opinions regarding success and how much money is spent on facilities.
“I fulfilled what I was asked to do,” Brown told me when I asked what he wanted people to remember about him. “People said, ‘Can you bring shows here?’ I did that, and I made the community ... proud of the complex and what we brought to the facility. And I always kept a clean facility.”
Perhaps the more accurate word would have been “facilities” in the plural form. From the Tanger Center for the Performing Arts (the largest enclosed concert hall in North Carolina) to the Greensboro Aquatic Center (the largest facility of its type in the United States), several facilities have been built and thrived under Brown’s watch.
I believe no one’s had a greater impact or influence when it comes to entertaining the Piedmont Triad during the last three decades than Brown.
Be sure to watch on demand the broadcast piece and the web extra that accompanies this story.
He’ll talk about some of the keys behind his success. He’ll share a couple of great stories about entertainers he’s encountered along the way. He’ll also talk about his biggest disappointment and share his advice for the city and the private company the city hired to take his place. You’ll also hear about his plans post-retirement.
What you won’t hear is whether he plans to hold onto those keys. Given his success during the last 30 years and his love of the place, you couldn’t blame him if he did.