Cobb-Marietta Coliseum & Exhibit Hall Authority Market Research Report

Background

Overview

The Cobb-Marietta Coliseum & Exhibit Hall Authority is a public corporation established by the Georgia General Assembly in 1980. Its primary mission is to acquire, construct, operate, and maintain facilities that promote cultural growth, education, and welfare within Cobb County and the state of Georgia.

Mission and Vision

• Mission: To be the Southeast’s premier destination for mid-sized conventions, performing arts, and entertainment by providing innovative venues, world-class service, and unmatched event experiences.

• Vision: Transform everyday business and entertainment events into extraordinary experiences.

Primary Areas of Focus

The Authority owns and operates several key facilities:

• Cobb Galleria Centre: A premier convention facility offering 320,000 square feet of event space, including four exhibition halls, 20 meeting rooms, four executive boardrooms, and a grand ballroom.

• Cobb Energy Performing Arts Centre: A 2,750-seat venue hosting opera, concerts, Broadway shows, ballet, educational shows, family performances, and corporate events.

• ArtsBridge Foundation: Dedicated to providing quality arts education and community engagement programs that inspire and elevate the next generation of artists and arts supporters.

Industry Significance

The Authority plays a pivotal role in enhancing the cultural and economic landscape of Cobb County and the broader Atlanta metropolitan area. By managing these venues, it contributes significantly to the local economy through tourism, conventions, and cultural events.

Key Strategic Focus

Core Objectives

• Facility Enhancement: Ongoing improvements to maintain and upgrade facilities to meet evolving industry standards and client expectations.

• Economic Impact: Maximizing the economic benefits generated by events hosted at its venues, thereby supporting local businesses and the community.

• Community Engagement: Fostering cultural growth and education through diverse programming and partnerships.

Areas of Specialization

• Mid-Sized Conventions: Catering to conventions and trade shows that require substantial space but prefer a more intimate setting than larger venues.

• Performing Arts: Hosting a wide range of performances, including opera, ballet, concerts, and Broadway shows.

• Educational Programs: Providing arts education and community engagement programs through the ArtsBridge Foundation.

Key Technologies Utilized

• Event Management Systems: Advanced software solutions for scheduling, logistics, and attendee management.

• Audio-Visual Equipment: State-of-the-art AV systems to support high-quality presentations and performances.

• Sustainability Initiatives: Implementing energy-efficient technologies and practices to reduce environmental impact.

Primary Markets Targeted

• Corporate Clients: Businesses seeking venues for conferences, meetings, and corporate events.

• Event Planners: Professionals organizing trade shows, expos, and conventions.

• Arts Organizations: Companies and groups requiring performance spaces for various productions.

• Educational Institutions: Schools and universities involved in arts education and community outreach programs.

Financials and Funding

Funding History

As a public entity, the Authority's funding primarily comes from:

• Event Revenue: Income generated from hosting events, conventions, and performances.

• Government Support: Allocations from Cobb County and the state of Georgia.

• Private Partnerships: Collaborations with local businesses and organizations.

Recent Funding Initiatives

In October 2024, the Authority announced a $190 million renovation and expansion project for the Cobb Galleria Centre, scheduled to begin in the fall of 2025 and complete in early 2027.

Notable Investors

As a public corporation, the Authority does not have traditional investors. Funding is sourced from public allocations and revenue generated through its operations.

Utilization of Capital

The capital from the renovation and expansion project will be utilized for:

• Facility Upgrades: Modernizing existing spaces to enhance functionality and aesthetics.

• Expansion: Adding new event spaces, including a junior ballroom and additional meeting rooms.

• Sustainability: Implementing energy-efficient technologies and sustainable practices.

Pipeline Development

Key Projects

• Cobb Galleria Centre Renovation and Expansion: A comprehensive project to modernize and expand the convention center, including the addition of a two-story grand entryway, a 7,200-square-foot junior ballroom, and 11 new meeting rooms.

Stages of Development

• Planning: Completed feasibility studies and design planning.

• Construction: Scheduled to begin in the fall of 2025.

• Completion: Expected in early 2027.

Target Conditions

The project aims to address the growing demand for modern, mid-sized convention spaces and to enhance the overall guest experience.

Anticipated Milestones

• Groundbreaking: Fall 2025.

• Reopening of Renovated Spaces: January 2026.

• Project Completion: Early 2027.

Technological Platform and Innovation

Proprietary Technologies

The Authority employs advanced event management systems and state-of-the-art audio-visual equipment to ensure high-quality experiences for clients and attendees.

Significant Scientific Methods

• Sustainability Practices: Utilizing energy-efficient technologies and implementing recycling programs to minimize environmental impact.

• Data Analytics: Analyzing event data to optimize operations and enhance customer satisfaction.

Leadership Team

Executive Profiles

• Jerry Nix, Chairman: Appointed by the Authority Board, serving a term ending December 31, 2025.

• Derek Norton, Vice Chairman: Mayor of the City of Smyrna, serving a term ending December 31, 2027.

• Lisa Cupid, Commissioner: Chairwoman of the Board of Commissioners of Cobb County, serving a term ending December 31, 2028.

• Robert P. Voyles: Appointed by the Cobb County Board of Commissioners, serving a term ending April 30, 2027.

• Joseph B. Atkins: Appointed by the Cobb County Board of Parks and Recreation, serving a term ending May 28, 2026.

• Connie Engel: Appointed by the Authority Board, serving a term ending December 31, 2025.

• Charles Beirne, General Manager and CEO: Appointed in December 2024, bringing over 25 years of venue management experience.

Leadership Changes

In December 2024, Michele Swann stepped down as General Manager and CEO after nearly 30 years in the role. Charles Beirne was appointed as her successor, effective December 2024.

Competitor Profile

Market Insights and Dynamics

The convention and performing arts venue market in the Atlanta metropolitan area is competitive, with several venues offering similar services. The market is characterized by a growing demand for modern facilities and diverse event spaces.

Competitor Analysis

• Georgia World Congress Center: A large convention center in downtown Atlanta offering extensive exhibition and meeting spaces.

• Atlanta Symphony Hall: A premier venue for concerts and performances, hosting a variety of events.

• Tabernacle: A historic venue in downtown Atlanta known for concerts and live performances.

Strategic Collaborations and Partnerships

The Authority collaborates with local businesses, hotels, and organizations to enhance event offerings and provide comprehensive services to clients.

Operational Insights

The Authority's strategic location at the intersection of major highways and proximity to key Atlanta landmarks provides a competitive advantage in attracting events and attendees.