Having O2 Above the Door Is the Obvious Benefit but It Goes So Much Wider Than That
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the arena,” says Kay Wilson, head of sales – concert, The Bottlemen, Liam Gallagher and Rod Stewart. entertainment and sport. “We were incredibly excited “The arena market continues to look healthy with to launch the M&S Bank Arena earlier this year which several high-profile tours confirming for this year,” nods concluded a phenomenal year marking 10 years since Wilson. “[This year] has been very busy with many music the arena first opened its doors and look forward to highlights such as George Ezra, Eagles and Mumford & progressing our partnership.” Sons with a packed event calendar still to come for the Scottish energy giant SSE has no fewer than three venue remainder of the year. naming rights partnerships, adding the former Wembley “At present, we are on track to exceed the number Arena and Odyssey Arena in Belfast to its portfolio, having of performances from 2018/19 [and] the concert sponsored The SSE Hydro in Glasgow since its 2013 opening. sector continues to be buoyant. However, ticket sales “The partnership with SSE is of huge importance to our for family shows have slowed down this year as the business, offering longevity and profile rarely experienced uncertain political situation continues. As Liverpool has in the sponsorship ballpark,” notes Debbie McWilliams, a rich heritage of sports, we continue to see growth in director of live entertainment, Scottish Event Campus commercial boxing. While comedy tours are cyclical, they (SEC). “The SSE Hydro partnerships team work closely still sell well as ticket prices remain reasonable.” and proactively with the SSE sponsorship team to ensure Wilson lists rising costs and static income among the that robust activation and evaluation metrics deliver sector’s biggest challenges. “Rentals are not rising in line tangible results that benefit both businesses.” with costs, therefore arenas have to look at creative ways “Sponsorship brings in decent income for venues, if to maximise spend such as improving catering offer and the value return is there,” advises Griffiths. “In terms maximising merch sales,” she says. of our partnership we also bring considerable brand equity, specialist marketing expertise as well as activation ast year, in a game-changing move, The Madison experience. But it goes far beyond just paying rights fees. Square Garden Company unveiled plans for a next We’re fully committed to investing in The O2 and working generation MSG Sphere in London. The venue together with AEG to ensure it continues to be the best “Having O2 above promises to challenge the current dominance of arena in the world. the door is the LAEG, which runs both of the capital’s main arenas, The O2 “We’ve recently redesigned the O2 Blueroom – a obvious benefi t but and SSE Arena, Wembley. premium space for 350 customers and their friends and The 21,500-capacity (17,500-seated) MSG Sphere venue frequently promote The O2 in our brand activity and it goes so much – situated next to Westfield Stratford City shopping centre campaigns. We also invest significantly in promoting wider than that” – would host concerts, residencies, immersive experiences, shows at The O2 through Priority Tickets.” family shows, corporate events, award shows, product Priority Tickets gives O2 customers access to tickets 48 GARETH launches and select sporting events. hours before general release for every show held at The O2. GRIFFITHS Elsewhere, in Manchester, a new 20,000-capacity venue “Priority is a huge part of what we do as a brand and is that would rival Manchester Arena has been outlined as O2 our most loved proposition,” says Griffiths.”Over seven part of Manchester City Council’s Eastlands Regeneration million tickets have been purchased through Priority to Framework. Birmingham already boasts two arenas – the date, but we’re not a ticketing platform, so don’t compete Resorts World Arena and Arena Birmingham (both run by with AXS or Ticketmaster in that respect, nor do we take the NEC Group) – while the UK market will grow further any commission from ticket sales.” still should the long-delayed Bristol Arena project finally get off the ground. espite rumblings of a slump in global live In another development with potentially huge revenues this year, reports from the arena sector ramifications for the sector, AEG Facilities and SMG are largely positive. The Hydro was again in the announced their intention to join forces to form ASM Top 5 most popular arenas in the world in 2018, Global. Subject to approval, the new standalone global Dshifting a total of 1,040,956 tickets according to Pollstar’s facility management and venue services behemoth would figures, and found itself in a similar position in 2019’s operate more than 310 venues across five continents. mid-year rankings, having sold 564,777 tickets. AEG Facilities is the venue management subsidiary of “We’ve seen some great acts through the door including AEG, while Onex-owned SMG is the parent company of Take That, who played three sold out shows and Hugh Manchester-based SMG Europe, operator of Manchester Jackman, who launched his world tour with three Arena, Leeds’ First Direct Arena, Utilita Arena Newcastle sell-out performances,” points out McWilliams. “We also and The SSE Arena, Belfast, among others. The proposed welcomed the return of Michael Bublé and Westlife. And merger is currently being investigated by the Competition it would be remiss not to mention the Eagles, which was a And Markets Authority. very hot ticket. “As the record industry has declined and the touring “There certainly seems to be real energy within the live industry increased, fans now have much more choice of music market at arena level, UK-wise, and business levels which artists they want to see and where they want to see for The SSE Hydro continue to be robust. Local talent has Great Scot: Glasgow’s SSE Hydro them,” says M&S Bank Arena’s Wilson. “Consequently been incredibly strong, particularly this year with arenas are constantly competing to attract and retain Lewis Capaldi and Gerry Cinnamon both fans, especially in areas where there is a choice. selling out two nights instantly, as “Fans are now looking for a more well as The Proclaimers.” rounded experience from the Cinnamon has also initial purchase of the tickets sold out the M&S Bank through to the event itself Arena for this coming and are looking for more November as part choice of offering whether of a packed Q4 for it be food, merchandise the Liverpool venue, or experience.” which will also McWilliams agrees welcome the likes of the bar has been raised Little Mix, Catfish And significantly in recent times. musicweek.com 05.08.19 Music Week | 23.