Life's better at NEC (Venues)
Artist's impression of the LG Arena bar
The events landscape in the Midlands is set to change radically with the announcement that Birmingham’s NEC Arena has struck a major sponsorship deal with global electronic giant LG, famed for its "Life's Good" tagline. RedKarpet saw the unveiling at the NEC Arena yesterday.(03 July '08)
A £28 million funding package which includes LG's sponsorship will see the NEC become the LG Arena - with a look to match. The venue officially changes its name to LG Arena this autumn and work will start in September on creating brand new seating, hospitality, bars, restaurants and other essential customer facilities as well as improved backstage areas.
The sponsorship deal with the worldwide technology manufacturer and innovator in electronics will help support repayment of the £28million redevelopment of The NEC Arena into a world class venue, although LG's precise investment was not disclosed.
Birmingham City Council will provide funding through a £25 million loan which will be serviced and repaid by improved financial performance from The NEC Arena. An application for a grant of the £3 million balance is currently being considered by development agency Advantage West Midlands.
The redevelopment of the venue, which has helped boost the reputation and the economy of the region since it opened its doors 28 years ago, will ensure that Birmingham stays firmly on the map as a must stop city on major UK and international tours during a buoyant live touring market, and will provide visitors with a 21st century total entertainment experience. Last year The NEC Group contributed £2billion to the regional economy.
Artist's impression -external view
The multi-million pound improvement works are essential to improve ageing facilities and infrastructure and help the venue compete in a global marketplace with a host of newer venues. The architects enlisted for the project are DLA design and the engineers are Arups. IBEX, Tomlinsons and Balfour Beatty have been appointed as preferred contractors.
The redevelopment of The NEC arena is part of a wider strategy for The NEC Group to deliver a 'Destination NEC'. Proposals include a £90 million leisure and entertainment complex, incorporating a large casino, delivered in partnership with UK's largest casino operator, Genting Stanley.
What they said...
What they said...
“LG Electronics is a fitting sponsor for The NEC Arena, with our unique synergy around enjoying life and discovering the future through live events or high specification technology. We are proud to have a new world class partner investing in our business and in the West Midlands as a whole and helping us to create a legacy for future generations.” Paul Thandi, Chief Executive, The NEC Group
“This partnership mirrors LG’s brand values as a leading lifestyle company which puts its customers at the heart of everything it does. The LG Arena will provide entertainment that is high quality, distinctive and engaging to all visitors – we’re very excited to be creating a world class experience.” Andrew Warner, Marketing Director, LG UK
"The NEC Arena is already one of the region's biggest attractions, welcoming one million visitors each year. Today's announcement underpins the achievements of The NEC Group to date and demonstrates the confidence that global partner LG has in its business. These are exciting times, as these two world-class organisations come together in order to drive forward and build on current successes, to position the arena as a truly world-class venue." Birmingham City Council Leader, Cllr Mike Whitby
“Conference and event tourism is a competitive strength for the West Midlands region. The redevelopment programme will deliver an arena that raises the profile of Birmingham in target markets, underpins event-related economic impact, protects and grows the region’s major events programme, and provides an enhanced entertainment experience for visitors.
“A world class venue such as that now planned for The NEC Arena will play a part in helping the region achieve its vision to be a global centre where people and businesses choose to connect.” Mark Pearce, Corporate Director Economic Regeneration, Advantage West Midlands
Origins
Origins
o The NEC Arena is opened in 1980 with a show-stopping concert by rock legends Queen. The venue quickly becomes renowned for hosting blockbusting concerts and welcomes over 1 million visitors a year.
o The Prince of Wales attended a charity concert in aid of the Prince’s Trust in 1982 – the first time that a member of the Royal Family has attended a public rock concert anywhere.
o When UK band The Darkness appeared at the Arena in 2004, their stage setup drew enough power to run 100 houses.
o Las Vegas rock act The Killers shattered previous attendance records for the Arena in March 2007, drawing 12,900 fans to the venue.
o Avid Take That fan Louise Morris went into labour at the group’s concert in December 2007, giving birth to baby Clementine in hospital later that night.
o Rock stalwarts Status Quo have visited The NEC Arena more times than any other act, notching up a total of 42 appearances since the venue opened…
o Irish boyband Westlife have claimed the proud title of most visited band since the Millennium, with 330,000 visitors coming to see them at 30 shows.
...and destiny
...and destiny
o Phil Mead joins The NEC Group in January 2007 as MD of Arenas and Associated Businesses.
o A feasibility study is commissioned in September 2007 into the potential redevelopment of The NEC Arena.
o The Ticket Factory is launched in October 2007 as its own independent brand. The national agent also acts as the main box office for The NEC Group.
o An announcement is made in March 2008 that £25m will be spent on a major redevelopment of The NEC Arena to make it a vibrant, 21st Century total entertainment experience. To be completed in Autumn 2009, the redevelopment will include new seating, hospitality, bars, restaurants and essential customer facilities.
o An announcement is made on July 2 2008 that LG Electronics will be the sponsors of The NEC Arena.
o The LG Arena will feature 2,000 extra, wider seats, VIP entrances, bars and seating and extended catering offerings. Maximum capacity is 14,000.
o The Forum space will be reinvigorated with bars and restaurants offering a range of catering options as well as a party deck.
o Construction starts in September 2008 and lasts until April 2009. A second phase starts in May 2009 and lasts until October 2009 to cause minimum disruption to shows.
RK _________________________________________