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The flexibility in design allows a number of configurations, maximising the usage of the venue


The Copper Box has already found a place in the market and that’s something operator GLL intends to build on


management experience is in fact far wider than many assume. A key new appointment saw a specialist events manager with a background in entertainment join the team in November (2014), demonstrating our commitment to growing this sector.”


BUSINESS STRATEGIES The combination of a community driven ethos, combined with a commercial business strategy makes the Copper Box Arena difficult to categorise. The gym, which boasts the latest Technogym equipment competes against any locally- based private-sector gym, although unlike its commercial counterparts it offers a broad range of concessionary rates and the option of a ‘pay and play’ entry. As an events venue, Wallace is confident


that the Copper Box Arena has already found a place within the market and that’s something he intends to build on. “We’re a great facility, with a fantastic infrastructure and excellent transport links. Because of our 6,000-seat capacity, we offer a more intimate space ideal for bands or acts that can’t quite sell out the biggest venues yet,


Key facts


Build Costs: £44m Designers: MAKE architects, Populous, PTW Architects and ARUP Principle Contractor: Buckingham Group Contracting Capacity: Electronically activated retractable seating for 6,500 Total footprint: The arena covers a 2,750sq m (29,600sq ft) field of play Environmental efficiency: A total of 88 light pipes have been incorporated into the roof and draw natural light into the venue, while rainwater collectors reduce both energy and water consumption by up to 40 per cent Exterior: The building is clad in sustainably-sourced copper


which gives us a great place in the market for the up and coming stars of tomorrow and somewhere that fans can get up close and personal.”


sportsmanagement.co.uk issue 4 2014 © Cybertrek 2014


A STANDING START For what is essentially a new build venue sited within a newly emerging district of London, the traction that the Copper Box Arena has already created is impressive. A typical week now sees community


use by local schools, higher education colleges and over 55s during the day between Monday and Thursday. The evenings are then occupied by


some of the Copper Box Arena’s anchor clubs for training sessions. During the weekend it transforms into an international events venue. Regardless of what is scheduled, gym users visit as usual using their own dedicated entrance, which means they are unaffected by any of the other activities taking place. According to Wallace, the Copper Box


Arena is now at capacity during peak times and consistently achieving between 60 and 70 per cent occupancy during the day. He reflects: “During our first 12 months we welcomed 400,000 visitors through our doors and hosted 155 events. It’s been an exhilarating start and it’s a great base to build on.” l


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