PANSTADIA & ARENA MANAGEMENT AUTUMN 2013 NO EQUALS


First direct arena in Leeds is the fi rst super theatre design in the UK. We look at its impact in the local community and attend the preview night to experience the reactions of the fans, the architect and a certain Mr Bruce Springsteen.


F


irst direct arena in Leeds, Yorkshire, UK, opened on 4 September. The


design of the arena is innovative with architect Populous developing its super theatre concept. The development has been text book with SMG coming on board as operator early on and concluding a fi ve-year naming rights deal with fi rst direct bank ahead of opening.


Corporate sales have gone well. The majority of suites have been taken for between two and four years, in spite of a minimum requirement of one year. The SMG team attributes demand to a number of factors including the buoyant and growing economy in the Leeds city region, the venue’s bespoke design and the existing programme of events.


Tony Watson, Director of Sales and Marketing, says: “We are delighted that the corporate community has reacted so well to our annual hospitality offerings. The senior team at the arena have had signifi cant experience of hospitality for large organisations including roles at Manchester United, Everton Football Club, Royal Ascot and the Manchester Arena. Despite this experience, the demand for annual hospitality has been truly breathtaking and has taken us all by surprise.


“With some private boxes here costing in excess of £200,000 for a three year license, it’s a large commitment. However, the demand and the lengths of commitment from many of the businesses in Leeds is a testament to years of anticipation and excitement in the city, as well as a desire to develop those all-important professional relationships. We’re proud to help our clients convey exactly what Leeds is capable of now, as part of that message.”


Professional services provider KPMG are one of the concerns to secure a corporate box. Chris Hearld, a senior partner at KPMG’s Leeds offi ce, confi rms the pent up demand: “After many years in the waiting and the


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making, it is hugely exciting for Leeds to now add a world class concert venue to its long list of attributes. We are very pleased to be supporting the fi rst direct arena from the beginning and are hotly anticipating this summer’s opening as we look forward to enjoying music, comedy and more with a wide variety of KPMG contacts.”


Other corporate packages include the Premier Club annual membership scheme which already has over 200 members and continues to grow steadily.


Modern systems


SMG Europe hired On-Communications to provide the arena with Extricom’s large public venue WLAN network so the production, press, artist areas and crew facilities have reliable mobile connection. General Manager Ben Williams explains: “It’s our intention to provide the richest digital and mobile experience possible to artists and fans. After the effective fi rst-phase wi-fi launch for our pre-launch night, I’m pleased to confi rm our plans for full arena wi-fi .”


An integrated security and safety system has been designed and installed by Refl ex Systems, who will also provide an ongoing service and support contract which includes 24/7 response in line with the needs of the venue. The system includes IP Network HD CCTV cameras, electronic door access and fi re detection system control technology, with


venue profile fi rst direct Arena


Annual economic impact (est.)


Capacity 13,500 Events 140+ Cost £65m £25m


management software. It operates in both event and non-event modes.


John Pye, Managing Director of Refl ex Systems, says: “The arena will benefi t from state-of-the-art control, with site-wide high defi nition camera images transmitted in real time to both the central and event control rooms, providing operators with instant crowd management, intruder access alerts, central door control as well as fi re detection status monitoring.”


The external look of the building owes much to the roofi ng system which comprises 7,500m2


of Sika Sarnafi l


single ply, installed by Lakesmere. Arup provided engineering services (see PanStadia & Arena Management Summer 2013). The arena has already been shortlisted for The Structural Awards 2013.


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