VenuesNow 2026 All-Star Honoree: Donna Julian

Donna Julian
Executive Vice President & Chief Venue Officer
Hornets Sports & Entertainment

WORDS TO LIVE BY
“Lead with purpose. Serve others. Never stop learning. Dare greatly.”

Spectrum Center – the Charlotte, North Carolina, home of the NBA Hornets – experienced the rebound of the year with a milestone $245 million renovation. The grand reopening of the revitalized arena was held Oct. 21, the same date the venue opened in 2005. 

“Over the past year, one of our greatest successes has been continuing to elevate Spectrum Center as one of the premier sports and entertainment venues in the country while keeping the fan experience at the center of every decision we make,” says Donna Julian, EVP & Chief Venues Officer, Hornets Sports and Entertainment. “We celebrated the arena’s 20th anniversary while completing significant enhancements that position us for the future, all without losing sight of what matters most: creating memorable experiences for every guest.”

Julian credits the arena team with the major win.

“I’m especially proud of how our team has embraced innovation while continuing to deliver at a high level,” she says. 

“The live events business continues to evolve rapidly,” explains Julian. “Fans expect a seamless, personalized experience from the moment they purchase a ticket until they leave the building. Meeting those expectations while balancing operational efficiency, staffing and the demands of a busy event calendar requires constant adaptability.”

She said staying proactive, listening to guests, empowering employees and investing in technology that removes friction throughout the fan journey has contributed to the arena’s stellar national reputation. 

“The live entertainment industry remains incredibly strong,” she says. “Consumers continue to prioritize experiences, and we’ve seen that reflected in attendance across sports, concerts and family entertainment. While audiences have become more selective about how they spend their entertainment dollars, that simply raises the expectation for venues to deliver exceptional value.”

On the horizon is the new Novant Health Performance Center. “Beyond basketball operations, it reflects our long-term vision for innovation, wellness and organizational excellence,” offers Julian