It hosted the annual Fall Brawl pay-per-view event from 1996 to 1999 which also featured the WarGames matches from 1996-1998.
Concerts
The arena has hosted concerts by many famous artists, spanning many different genres. The LJVM's amply large size makes it an ideal location for performers who wish to perform at smaller venues. The main arena can also be curtained off to create a theater-like setting.
Other events
The LJVM has played host to large-scale events such as the quarterfinals of the 2007 Davis Cup, but has also hosted racing, bull riding, circus, religious conferences, conventions and other events. The movie The Longest Ride filmed a bull riding scene at the Coliseum in August 2014. Barney performed here in 1998 in their first National Tour: "Barney's Big Surprise". The show was filmed here and was later released as a VHS tape.
Coliseum Complex
In addition to its main arena, the LJVM also has an Annex; it seats about 4,000, and is used primarily for hockey, but also for basketball, concerts, trade shows, and other events. The Winston-Salem State University Rams play basketball in the annex. There is also an Education Building available for additional floor space; both buildings are technically located on the Dixie Classic Fairgrounds. Wake Forest University BB&T Field along with its Deacon Tower and Gene Hooks Field at Wake Forest Baseball Park, a baseball stadium, is also considered part of the complex. Bowman Gray Stadium, though not in the vicinity, is technically part of the complex as well. All these buildings combined make up the Winston-Salem Entertainment-Sports Complex, which, with the exception of Bowman Gray Stadium is bordered by University Parkway, 27th Street, Deacon Boulevard, and Shorefair Drive. BB&T Ballpark has replaced Gene Hooks Field in downtown at the intersection of Business 40 and North Carolina Highway 150.
Ownership
The Winston-Salem Foundation donated the land the coliseum now sits on to the city of Winston-Salem in 1969. The city of Winston-Salem completed construction of the coliseum in 1989 at a cost of $20.1 million. On May 20, 2013, the Winston-Salem city council approved the sale of the Joel Coliseum to Wake Forest University for $8 million. Wake Forest may consider buying the naming rights to the arena as well, which is currently owned by the city. Wake Forest University completed the purchase of Lawrence Joel Veterans Memorial Coliseum and the surrounding 33 acres on August 1, 2013. Wake Forest has made numerous upgrades to the coliseum, including LED court lighting, which improved energy costs, and a 1,400-foot center hung display monitor at mid-court.