The new 3,000 seat Joan Perry Brock Center opened in the summer of 2023. The arena is home to Longwood men’s and women’s basketball programs as well as host to university and community events, concerts, and other activities. Longwood selected CENTERS to manage the state-of-the-art venue.
In the ever-evolving landscape of higher education, campus life facilities have become more than just spaces for non-academic pursuits. Longwood University’s new arena, the Joan Perry Brock Center (JPB), stands as a testament to this transformative shift, thanks to the entrepreneurial management approach of CENTERS.
Longwood University has a longstanding history with B&D, whom was involved in early planning for the multi-purpose venue. In 2022, CENTERS was chosen by Longwood for pre-opening advisory services and management of the operation. In CENTERS, Longwood found a collaborative partner aligned with the university’s mission and capable of executing the operating plan for the new arena through its entrepreneurial management approach. B&D stepped back in to partner with CENTERS during the business planning phase to update the JPB market analysis.
The JPB has not only redefined the athletic landscape at Longwood University but has also become a focal point for creating an unparalleled fan and alumni experience. CENTERS, recognized for its innovative and strategic management in campus life facilities, played a pivotal role in orchestrating this holistic transformation. Built with the fan in mind, the JPB takes fan engagement to the next level by collaborating with industry partners and Longwood University stakeholders to maximize every interaction at the facility.
Lancers’ men’s and women’s basketball programs, Longwood’s marquee sports teams, take center stage in this $35 million, 72,000-square-foot facility, supported by the largest gift in Longwood’s history – a $15 million contribution from alumna and philanthropist Joan Perry Brock.
JPB’s visionary design challenges the notion that size dictates grandeur. Though modest in size at 3,000 seats, the JPB packs all the amenities found in larger collegiate basketball arenas and, most notably, exudes an unparalleled heart that sets it apart. It serves as a premier state-of-the-art venue and a hub for hosting university programs, external events, and third-party rentals, drawing inspiration from the legendary fan experiences found at much larger facilities.
One key element in revolutionizing the fan experience at the Joan Perry Brock Center is the incorporation of new technology. CENTERS has seamlessly integrated technology to enhance the overall experience and boost engagement. The state-of-the-art video scoreboard and the live broadcast center are capable of handling nationally televised games on ESPNU which amplifies the Big South conference brand in general and specifically the Longwood Lancers program. In addition, the state-of-the-art audio and visual elements maximize fan experience at concerts and other live events.
The impact of CENTERS’ strategic approach extends beyond the duration of a game or event. Collaborating with best-in-class vendors, including ticketing partner Glitnir, CENTERS ensures meaningful fan and alumni interactions through data analytics and feedback mechanisms, creating a sense of loyalty that extends beyond the JPB’s walls.
In addition to technological advancements, CENTERS has strategically curated the physical space within the JPB to maximize fan enjoyment. The arena’s layout ensures unobstructed views for every seat, creating an intimate setting that fosters a strong connection between the audience and the game. Comfortable seating, ample amenities, including VIP spaces, and a vibrant Lancer-branded color scheme contribute to an inviting and enjoyable environment that keeps fans coming back for more.
Recognizing the importance of catering to the diverse needs of the student body, alumni, and the local community, the JPB serves as a multifunctional space for a variety of entertainment events. Leveraging its advantageous position as one of the only venues of its size in Central Virginia, the JPB markets itself as a premiere entertainment destination and consistently holds sold out shows and events. This versatility ensures that the facility remains a hub of activity throughout the year, fostering a sense of belonging among students and alumni who can return to their alma mater for experiences beyond sports.
As Longwood University aims to reinforce its mission as a catalyst for regional prosperity, the JPB becomes a pivotal asset requiring a comprehensive approach to management and programming. CENTERS, in collaboration with Longwood University, ensures that the JPB serves not only as a recruitment tool but also as a dynamic space fostering community engagement. The intentional approach aligns with Longwood’s commitment to regional ascension, positioning the facility to elevate the Greater Farmville community into a destination deserving of investment.
Beyond its primary functions, the JPB presents a lucrative speculative revenue source through third-party rentals and external events such as youth sporting events, competitions and tournaments. This adaptability, combined with cutting-edge amenities and a versatile design, positions the JPB as an attractive venue for external organizations and promoters seeking a state-of-the-art space for their events.
These third-party youth events provide more than just a new revenue stream to the university. Each event has the potential to introduce a new generation of prospective students to the Longwood JPB experience. CENTERS makes the most of these opportunities to maximize targeted outcomes by not only generating incremental revenue but also boosting engagement by coordinating the operating hours of the JPB Team Shop with Admissions Tours to ensure the store is open and prospective students and parents can buy Longwood apparel and merchandise.
As a result of CENTERS’ visionary management, the Joan Perry Brock Center has become more than just a sports arena; it is a dynamic space that reflects the evolving landscape of campus life facilities in the post-COVID era. By embracing technology, prioritizing fan and alumni experiences, and fostering community engagement, CENTERS has set a new standard for how universities can leverage their athletic facilities to create a sense of identity, pride, and unity.