www.musicweek.com REPORT HAMMERSMITH APOLLO
APOLLO AIMS TO RIVAL ALBERT HALL
06.09.13 MusicWeek 25
The London venue is undergoing a £5m makeover in a bid to restore it to its former glory as a Grade II* listed building - headed up by new owners AEG Live and CTS Eventim
LIVE n BY RHIAN JONES
Fitzgerald. But, despite its heritage, it’s safe to say the venue has become a little tired in recent years. Opening as the Gaumont Palace cinema in
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1932, it was originally designed by renowned theatre architect Robert Cromie and has seen a number of re-launches since – but none that have managed to restore the Grade II* listed building to its former glory. However, that’s all about to change thanks to a
£5 million refurbishment plan headed up by new owners AEG Live and CTS Eventim. The investment promises to give the venue a new lease of life, with increased capacity, a new name and a complete overhaul of the inside and outside décor, seating and inner workings. “We are a world-renowned, prestigious venue but
have needed some love, care and attention which is what CTS and AEG are putting into it now,” says Hammersmith Apollo manager Darren Murphy. “Hopefully we’ll get more shows that might
have previously gone to The Royal Albert Hall because the venue is looking regal. We want to have a show every day of the year. It’s really exciting - the improvements are breathtaking.” Phase one of the renovation is now complete
and Selena Gomez will play the first gig in the refurbished venue on Saturday, September 7, when its new name and logo will also be unveiled. Improvements include fixtures and fittings restored to original designs along with ornate
ondon’s Hammersmith Apollo boasts a rich history of landmark gigs from the likes of Kate Bush, The Beatles, Johnny Cash and Ella
“The future of Hammersmith Apollo is extremely positive, we believe we have one of the best venues in the world” COLIN CHAPPLE, AEG LIVE
plasterwork and decoration to match the original green, gold and silver paint scheme. The refurbishment has revived the two marble staircases currently concealed beneath the extended stage, as well as restored the original foyer floor mosaic panels and added new multi-coloured LED lighting on the façade. Subject to approval from the council, the
capacity will increase by 80-100 seats with 400 additional standing after the stage is moved back to uncover 150-200 square metres of floor space. The ventilation has also been improved, the seating has been replaced - with double the space for wheelchair users - and the bars have been rebuilt. Improvements to the catering area, dressing
rooms and new gates installed at the driveways aim to make it better accommodated for productions. Work has already begun on the venue’s exterior
including paintwork, paving and new LED screens. The entire project is expected to last for a few years, with more work being done in phases. “It’s a long term goal for AEG and CTS,” says Murphy. “The purpose of Hammersmith Apollo is to be a
leading live entertainment venue offering gorgeous surroundings and a first-class live experience for the fan and the artist,” says Colin Chapple - COO & finance director at AEG Live Europe.
ABOVE New look Proposed pictures of the iconic venue’s completed refurbishment
“The future for Hammersmith Apollo is
extremely positive, with great shows already booked from the best comedy and music acts in the world. We expect audiences to really love the refurbishment and have a fantastic night out. This is what makes a live venue great and we believe we have one of the best in the world with the new Hammersmith Apollo.” Discussing CTS’s involvement, Rainer Appel,
senior vice president of the company’s legal and business development, says the project marks a strategic move to become “one of the dominant ticketing players in the UK”. “The Apollo is an opportunity to make a
statement that says we’re here and we’re here to stay,” he says. “We have this beautiful iconic venue with our partners from AEG and we’re willing to improve the experience for audiences, promoters, shows and productions and to demonstrate that we are willing to invest in the UK market.” AEG and CTS bought the venue from the
HMV Group in August last year for £32m as the retail brand was fighting to stay afloat. It is jointly owned, with CTS Eventim providing the venue ticketing and access control system whilst AEG Live provides the management services.
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