Together we can return stronger than ever
AEG Europe chief operating officer John Langford – who oversees the company ’ s many arenas across the region including London ’ s The O2 arena , Barclaycard Arena in Hamburg and Paris ’ s AccorHotels Arena – considers the collective work needed across the industry as it follows the roadmap back to full-capacity events .
A renewed sense of optimism is pulsating across the live music landscape in the UK . As I write this , Reading and Leeds music festivals have all but sold out – a clear indication that there is pent-up demand from an eager population desperate to escape the boredom of lockdown . Live music is the perfect antidote to seemingly endless months of social isolation – a welcome cocktail at the end of a long day !
Boris Johnson ’ s 68-page roadmap to recovery is a beacon of hope , the first real , tangible wink across the bar to the event sector . But as we reflect on the first taste of freedom , let ’ s not forget that this is not the beginning of the end , but just the end of the beginning . There are a number of challenging obstacles that we need to scale before we can fling open the doors and let the kids in . If ever there was a time for the sector to come together it ’ s now . In particular , we need to wrap our arms around the proposed Events Research Programme and work closely with both science and government to build a reopening plan that leads to a sustainable , irreversible recovery of live events .
Assuming that we meet all the criteria to safely open on 21 June , arenas won ’ t be seeing a flood of events over the summer . The long lead times required to plan and schedule arena touring has already shifted most of our activity deeper into the year and beyond . Inbound international content and anything touring beyond our domestic
borders is unlikely to firm up until there is a much clearer roadmap across Europe , and let ’ s not forget that until the home nations are aligned , domestic routings are also going to be a challenge .
The ramp-up in arena activity will be cautious and slower than outdoor or grassroots music venues , but when we ’ re back firing on all cylinders , arenas are going to be crammed with content . The medium to long-term outlook across our arena portfolio in Europe is hugely encouraging . Diaries are busier than they ’ ve ever been . We ’ re already taking bookings deep into 2024 – and the view across the next two years shows precious few open dates available .
“ There are a number of challenging obstacles that we need to scale before we can fling open the doors and let the kids in . If ever there was a time for the sector to come together it ’ s now .”
Getting back to business won ’ t be business as usual . There will be the obvious changes – contactless transactions , enhanced cleaning , air purification and health messaging . During the ramp-up we can expect social distancing , masks , Covid-testing and status certifications . But what lasting , long-term impacts will we see on society and our business ?
For certain , I believe that the pandemic has made us more aware of our fragility and mortality , and it has reminded us of the importance of social cohesion and community . I hope that these shifts will drive us to embrace diversity , inclusion and the climate agenda .
The live entertainment sector does not have a worthy report card in these areas and that needs to change . We can no longer just talk about these important topics , we need to act with leadership and conviction .