Bobby Goldwater has taken the new position of senior vice president, new business, for the Staples Center.

Previously general manger and senior VP of the new arena, he will now oversee the creation and development of original sports and entertainment programming for the Staples Center and for the Great Western Forum in Inglewood, the former home of the Los Angeles Lakers.

Day-to-day operations of the Staples Center will now be directed by Brenda Tinnen and Lee Zeidman. All three report to Staples Center prexy Timothy J. Leiweke.

Goldwater will attempt to bring high-profile events such as the all-star games of the NBA, NHL and MLS to the Staples Center. He will continue to work with organizers of events already booked at the arena such as the Democratic National Convention next year and 2002 Figure Skating Championships.

“We anticipate Bobby spearheading our entry into the ‘event business’ to create shared opportunities for several of our (divisions),” Leiweke said in a statement. “These events will also provide additional programming which we believe will be an extremely important component for our partners in the television broadcast industry.”

Goldwater spent 24 years in a variety of capacities at Madison Square Garden before joining the Staples team in June 1998.