that has fallen away . We think there is the opportunity to significantly grow the number of events that come to Manchester – the stronger the market is in terms of events and tickets sales for them , the more events will be attractive to it .”
In September last year , ASM Global signed a five-year naming rights deal with Bolton-based online electricals retailer AO to rebrand its 21,000-capacity venue ahead of reopening for events and the planned redevelopment of the venue .
ASM Global has submitted development plans for the AO Arena to Manchester City Council , which include its capacity being expanded to 24,000 and it becoming one of the most environmentally sustainable venues in Europe .
AO Arena general manager James Allen says the venue averages 130 shows and more than 1.2m visitors a year , which result in more than £ 114m in spend in the city centre .
While ASM Global awaits planning permission , Allen says the move has been met with strong public support and once the development is complete it will significantly enhance the building : “ The increased capacity will come from an enlarged event floor , appealing in particular to events with standing audiences , with the addition of a new event floor concourse for a significantly enhanced customer experience .”
Unlike OVG , ASM Global does not believe Manchester can comfortably accommodate two arenas of such a large scale . Allen refers to a study conducted by Grant Thornton UK LLP that supports this view : “ Industry projections demonstrate a very real risk that two arenas will end up in unsustainable competition with each other . The consequences of the Covid-19 pandemic has severely impacted the city centre economy and recovery will need to be a
Jane Beese ,
collaborative approach .” Manchester ’ s Emirates Old Trafford ( EOT ) venue is another huge contributor to the Manchester economy . In 2019 , the venue provided a £ 32m boost following its biggest year of events on record ; with more than 500 conferences and events , as well as 24 cricket matches , including six ICC Cricket World Cup matches .
The building is able to accommodate audiences of up to 50,000 for concerts , while the cricket capacity is 26,000 . It also houses the 1,200-capacity The Point venue and a 150-bedroom hotel that has pitchfacing balconies that can be used to view the open-air action .
“ 2019 was a massive year for us in terms of what we were able to deliver and achieve – it was a huge high and then obviously Covid hit in 2020 ,” says sales director Angela Hodson .
Despite the paralysing impact of the pandemic , EOT was one of only two venues to be selected by the England and Wales Cricket Board ( ECB ) to host England men ’ s international matches , behind closed doors , against Ireland , Pakistan and the West Indies last summer .
Having hosted what was billed as “ the world ’ s first biosecure Test match ” between England and West Indies in July , Lancashire Cricket
Sacha Lord , Greater Manchester night-time economy adviser
“ Manchester is a city of innovation and it always has been from the industrial revolution onwards .”
MIF head of music Jane Beese
and EOT launched Safe in One Place – an initiative designed to share knowledge and best practice with the industry .
“ Biosecure sport had not happened anywhere in the world before , so it was very much a first for us , working alongside the ECB . We delivered 21 international matches over the summer , which was a massive undertaking and certainly different from the year before when we welcomed in massive crowds but the actual amount of detail and planning that goes into delivering cricket behind closed doors in the middle of a pandemic is massive ,” says Hodson .
With its sector-leading venues , festivals and promoters including SJM and Kennedy Street , along with outspoken campaigners for its events and hospitality industries , Manchester is a formidable presence in the UK ’ s event landscape .
MIF ’ s Beese sums it up nicely : “ Manchester is a city of innovation and it always has been from the industrial revolution onwards . It ’ s that , coupled with a really rich seam of music history – there is so much creativity around ; incredible music colleges and schools , great venues , driven and talented event professionals – there ’ s just a really great scene here .”
Angela Hodson , Emirates Old Trafford
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