Kristyna O'ConnellThe ACC Liverpool Group has invested £2 million in the premium offering at its M&S Bank Arena (cap. 11,000), and appointed MMA Design & Project Management and Kimpton to complete the works.
It said the aim of the investment is to introduce a more immersive experience for guests. The revamped premium offering will include Premium Super Suites that can accommodate 24, and smaller Premium Suites alongside an upgraded Sodexo Live! Lounge (130).
M&S Bank Arena has entered into a three-year partnership with premium platform Seat Unique, which will handle online premium and hospitality sales for events at the arena.
The ACC Liverpool Group commercial & business development director Ben Williams said, “At M&S Bank Arena, we may not be the biggest live music venue in the Northwest, but we are committed to delivering the very best experience for our guests. Our newly enhanced premium offerings ensure that every visitor enjoys world-class hospitality, outstanding service, and an unforgettable atmosphere. Snt, or a special celebration, our premium packages are designed to make every moment exceptional.”
MMA Design & Project Management MD Maggie Mullan said the aim is to create a sensory immersive experience using colour, texture and symbolism, and evoking the art deco iconography of the 1920s: “From arrival at the Arena, the user experience is choreographed, layering on colour and texture, building the sense of awe and anticipation, through the Sodexo Live! Lounge and the Skyline Experience to the Premium Suites and the ultimate of the 1920’s private club immersion of the Premium Super Suites.
“Every touchpoint is a celebration of anticipation and colour including corridors, lobbies and facilities – fully immersive in the jewelled tones of the art deco colour palette – culminating in the walnut panelled, gilded, resplendent spectacle that is the Super Suite experience.”
Premium at M&S Bank Arena will launch later this to offer an upgraded experience at shows by acts including Diana Ross, Peter Kay, Simply Red, John Bishop, McFly vs Busted, JLS and the World Boxing Championships.