Cory Shakarian is Founder and CEO of his own consulting firm The Shakarian Group.
The Shakarian Group focuses on planning, investment and fundraising, partnerships,
tickets, revenue, and financials. Cory brings over 25 years of achievement in sports
and live entertainment as an innovator, connector, and driven leader. His robust
expertise ranges from new sports ventures, venue renovation planning, investment,
real estate, and every aspect of revenue generation. Current and past clients include
the Phoenix Suns & Mercury, Footprint Center (formerly Talking Stick Resort Arena),
Rose Bowl Stadium, San Francisco Giants, Stanford University, Cal Berkeley, USC
(Southern California), and the City of Carson, CA. Additionally, Cory was Vice
President with North America Concerts at Live Nation, based in Beverly Hills, CA and
also Vice President of Sales with Legends where he oversaw multiple professional
and collegiate properties while building the collegiate business.
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 Oracle Park). Under Cory’s
leadership, the Giants generated record revenue through the creation of the innovative Charter Seat License
program modeled by nearly all new venues today. While at Oracle 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 unique annual
Following his successful tenure in MLB, Cory consulted within the National Basketball Association (NBA)
league office and its teams. Cory worked internally with Team Marketing and Business Operations (TMBO)
while at the NBA. While there, Cory achieved dramatic advances in revenue and attendance in the NBA,
WNBA, and NBA Development League (NBA D-League, now the NBA G-League). While with the NBA, Cory
launched two NBA D-League teams and transitioned NBA and WNBA ownership groups as they moved, sold,
and re-launched teams.
It was after the NBA where Cory worked in Major League Soccer (MLS) with Chivas USA. He challenged the
upstart MLS, with its many nuances of international and American soccer, to evolve, grow and thrive. Cory’s
premium seating, ticket sales, sponsorship, and marketing departments with Chivas USA increased revenue
by 30% to 50% during his tenure. Dozens of new and unique fan experience and revenue generating programs
were developed by Cory under his expert tutelage.
It was in 2010 when Cory first launched his own firm, The Shakarian Group. The Shakarian Group’s first two
clients were Stanford University Athletics and the USC Athletic Department. By affecting powerful changes in
premium seating, tickets, sponsorship, marketing, and improved fan engagement, The Shakarian Group built
new departments and strategies for Stanford and USC from the ground up. Stanford experienced incremental
new revenue of over $10 Million in its first 3 years with The Shakarian Group. From 2012 and into 2015, while
with Legends, Cory oversaw the $200M Rose Bowl Stadium renovation project, turning around a failing effort
by taking annual revenue from $1M to almost $9M with over $35M in contractually obligated income. Cory later
led the creation and planning of the $270M Los Angeles Memorial Coliseum renovation project for USC which
opened during the 2019 football season for USC and the NFL’s Los Angeles Rams.
At Live Nation, the world’s largest concert promoter, Cory excelled within the North America Concerts division
where Live Nation managed over 200+ venues throughout the United States. Cory created and brought to life
new ancillary revenue streams while collaborating with premium seat sales, media and sponsorship, enterprise
sales, Ticketmaster, other 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 located in
Northern California. He resides in Southern California with his wife Christina, son Shant and daughter Maral.