Cory Shakarian

Vice President, Products - North America Concerts
Live Nation

Cory Shakarian has over 22 years of experience in sports and live entertainment. His expertise ranges from new venue and renovation planning and execution to every aspect of revenue generation. He is currently Vice President, Products with North America Concerts at Live Nation, based in Beverly Hills, CA. He was previously the Founder of The Shakarian Group, consulting with clients like Stanford University, Cal Berkeley, USC (Southern California), and the City of Carson, CA. Additionally, Cory was Vice President of Sales with Legends as he oversaw multiple professional and collegiate properties and venues while pursuing new clients for Legends.

He began his career in Major League Baseball (MLB) with the San Francisco Giants where he was instrumental in the Giants move from Candlestick Park to Pacific Bell Park (now AT&T Park). The Giants generated record revenue through the creation of the Charter Seat License program modeled by new venues today. While at AT&T Park, Cory’s sales department set San Francisco Giants revenue records and created new revenue streams outside of baseball with Giants Enterprises. Cory developed the special events department at the San Francisco Giants which is now the gold standard of professional sports. The current Giants special events department operates 60-80 events annually with ticket sales of 100,000+ each season.

Following his successful tenure in MLB, Cory consulted at the National Basketball Association (NBA) league office and its teams. Within Team Marketing and Business Operations (TMBO), Cory led dramatic advances in revenue and attendance in the NBA, WNBA, and NBA Development League (NBA D-League). Cory taught cutting edge premium seating, ticketing, sponsorship, data analytics, culture, budgeting, profit/loss, and more throughout the NBA family.

After the NBA, Cory worked in Major League Soccer (MLS) with Chivas USA, where he experienced the many nuances of international and American soccer. Cory rebuilt the premium seating, ticket sales, sponsorship and marketing departments. While implementing his plans, Cory quickly increased premium and ticket sales by 50% and season ticket renewals by more than 30%. Cory was instrumental in creating the community based sponsorship program titled “Band of the Game”.

In 2010, Cory launched his own company, The Shakarian Group, and was hired by the Stanford University Athletic Department and USC Athletic Department to implement new sales and service ventures. Cory consulted in premium seating, tickets, sponsorship, marketing, and improved fan engagement. The Stanford University project was built from the ground up and generated over $10M in new revenue over a 3 year period. From 2012 until 2015, Cory led the $200M Rose Bowl Stadium renovation project to new revenue heights responsible for $8M+ incremental annual revenue and over $35M in contractually obligated income. Finally, Cory led the creation and planning of the $270M Los Angeles Memorial Coliseum renovation project for USC.

At Live Nation, the world’s largest concert promoter, Cory works within the North America Concerts division focused heavily on the 50+ owned and operated amphitheaters throughout the United States. His role resides within the revenue department of North America Concerts, where Cory analyzes, creates, and implements new or improved ancillary revenues streams while working closely with internal groups, outside vendors and Live Nation partners.

Cory graduated with honors from the University of Michigan, Ann Arbor where he played baseball. He is a member of the Marin County High School Athletic and Redwood High School Athletic Hall of Fames. He resides in Southern California with his wife Christina, son Shant and daughter Maral.


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