When the lights go down and the first notes of a concert echo through Barclays Center, there’s one person whose vision and passion have helped make that moment possible: Laurie Jacoby. As Chief Entertainment Officer for Brooklyn Sports & Entertainment, Jacoby oversees all programming and live events at the Barclays Center — a role that has not only elevated the arena’s global profile but also redefined how Brooklyn experiences live entertainment.
Following a record-breaking fiscal year — Barclays’ highest grossing in history — Jacoby has been recognized by Billboard on its 2025 Touring Power Players List and was named IEBA’s Venue Executive of the Year for the second time. But behind the accolades lies a deep-rooted love for live music and community.
“I’ve been in the industry for a long time,” Jacoby laughed. “I’m really first and foremost a fan. I knew from my very first concert what I wanted to do. I just didn’t know how to get there.”
That passion has guided her through every stage of her career, from working at a record store and a talent agency to managing live productions across the country. Now, five years into her tenure, Jacoby has made it her mission to ensure that the heartbeat of Barclays Center matches the heartbeat of Brooklyn itself.
Building a stage that reflects Brooklyn
Jaboby told Brooklyn Paper that the Barclays Center is more than an arena — but a cultural hub that reflects the borough’s diversity.
“I really wanted to increase the ability for us to present and make our venue a home away from home for performers and audiences,” she said. Jacoby has helped hold shows from K-Pop, Mandopop, C-Pop, Caribbean and Haitian concerts to “celebrate Brooklyn’s communities.”
This year alone, BSE hosted seven Caribbean concerts — a record that highlights the arena’s evolving role as a space where global and local cultures intersect.
“It’s like a town hall for Brooklyn,” Jacoby said. “Our plaza is an extension of that — people congregate there. It’s the heart of Brooklyn.”
The art of booking the world’s biggest acts
Behind every sold-out show is a complex process of planning and persistence.
“If an artist asks for a date and we don’t have it, I never hang up the phone,” she said. “I’m always looking for that date.”
From coordinating Brooklyn Nets and New York Liberty games to aligning tour schedules and marketing strategies, her team works tirelessly to make Barclays the top choice for touring acts. And when the show finally arrives? That’s when the magic happens.
“I love when the trucks roll in,” Jacoby said with a grin. “It’s the best feeling, I never get tired of that.”
She recently celebrated a full-circle moment when one of her favorite acts, Tame Impala, opened the Deadbeat Tour at Barclays this week after a 2022 run.
“That was major for me,” she said. “They rehearsed here, opened here — it was incredible.”
An artist’s home away from home
That sense of hospitality extends behind the curtain, too. The arena recently unveiled redesigned star dressing rooms inspired by Brooklyn brownstones.
“They’re really based on neighborhoods in Brooklyn,” Jacoby explained. “It feels like someone’s living room or a beautiful apartment. We want artists to feel like they can relax and recharge before going on stage.”
This thoughtful attention to detail has made Barclays stand out in an increasingly competitive live events market in New York City and has helped attract artists from around the world. This fall’s lineup includes talent like Stevie Nicks, Lorde, Playboi Carti and Ariana Grande next summer.
Opening doors for women in the industry
As one of the few women nationwide in such a senior entertainment role, Jacoby takes pride in mentoring others who hope to follow a similar path.
“I never looked at it as I was a minority,” she said. “I just looked at it as this is what I wanted to do, and I was going to find a way to do it.”
Now, she’s seeing a wave of new talent changing the industry.
“There are a lot more women now than there were 30 years ago,” she said. “That gives me a sense of pride. I love meeting students, mentoring people and sharing what I’ve learned.”
Her advice for aspiring professionals? Have passion.
“Stay curious. Be willing to do the things that don’t seem glamorous; they’re your stepping stones. Ask questions, reach out and have tenacity.”
The future of live entertainment in Brooklyn
Looking ahead, Jacoby is focused on innovation and inclusion.
“A lot of shows are getting bigger, production values are incredible, but we also want to keep curating,” she said. “We can’t just depend on the tours that are happening. We have to hustle.”
That hustle includes expanding into reggae, dancehall and other genres deeply rooted in Brooklyn’s cultural fabric, as well as giving independent promoters the chance to bring large-scale productions to life.
After all the excitement of booking a show, watching it and giving Brooklyn fans an ultimate music experience, Jacoby’s favorite feeling is “seeing the [tour] trucks pull in.”
“Knowing a show is about to happen? That feeling never gets old.”
