2023 Annual Comprehensive Report

There are currently 11,051 hotel/motel rooms throughout the City comprising 95 hotels. Receipts from the City’s 3% occupancy tax totaled $5,867,088 in FY 2022-23. The Tourism Authority receives 20% of the City’s 3% occupancy tax, with the balance dedicated to debt service related to Coliseum complex improvements and maintenance on the facility. A portion of the County’s 3% occupancy tax is remitted to the City for capital improvements for tourism development activities and for support of the Steven Tanger Center for the Performing Arts debt service. Guilford County has a robust and growing tourism industry, maximizing economic impact and vitality in the region. In 2022, Guildford County spent 19.7% more compared to 2021, representing $1.55 billion in spending. Overall, the state of North Carolina saw a 15.3% increase in tourism spending to $33.3 billion during 2022. The Greensboro Coliseum Complex (the “Coliseum Complex”) is a multi-building entertainment, sports and convention facility serving the citizens of Greensboro, surrounding areas and beyond since 1959. The Coliseum Complex includes the 21,000-seat Greensboro Coliseum, the 167,000 square-foot Special Events Center with three exhibition halls, a 5,000-seat mini-arena, the 300-seat Odeon Theatre, The Terrace, White Hall Amphitheatre, Greensboro Aquatic Center (GAC), the ACC Hall of Champions, The Fieldhouse and the Steven Tanger Center for the Performing Arts. It is among the 20 largest facilities of its type nationally.

The Greensboro Coliseum has a long and distinguished history of hosting ACC and NCAA basketball championships, as well as concerts by some of the top artists in the recording industry. The Greensboro Coliseum hosted the 2016 USA Masters Games and the 2015 U.S. Figure Skating Championships, an event that made a highly successful North Carolina debut in 2011 and again in January 2020. Since 2000, the Greensboro Coliseum has hosted the ACC Men’s Basketball Tournament multiple times and hosted again in March 2023. The Coliseum has hosted the ACC Women’s Basketball Tournament every year from 2000-2016 and 2018-2022 and hosted again in 2023. In addition, the Coliseum hosted the NCAA Women’s Regional Basketball Tournament in 2007, 2008, 2015, 2019 and 2022, and the NCAA Men’s Basketball Tournament in 2001, 2006, 2009, 2012, and 2023. The ACC and NCAA 2023 tournaments had an economic impact of about $26 million. Due to these events, Greensboro is appropriately known as “Tournament Town”. In July 2021, the Greensboro Coliseum facility was awarded and received $10 million from a Shuttered Venue Operator Grant, administered by the Small Business Administration, which helped support facility expenses due to certain revenue shortfalls experienced during the pandemic. The Greensboro Coliseum is also home to an arena football franchise, the Carolina Cobras of the National Arena League, which began their in augural season in April 2018. Greensboro Aquatic Center , a state-of-the-art, 78,323 square-foot indoor swimming facility, with seating capacity of 1,850 and total capacity of 2,500 has been in operation since September 2011. Built at a cost of $19 million, the GAC features leading edge concepts in aquatic design. The GAC brings together all major aquatic

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