In a bid to rival London’s operator-owned arena, the O2, LG is ramping up its own venue in Birmingham.
Marking the official launch of the reinvigorated LG Arena, a stellar line up of stars including teen diva Miley Cyrus, rockers Green Day, and eighties legends Depeche Mode have been confirmed to feature in the LG Arena Opening Season, which runs from 7 October to 31 December.
Birmingham’s LG Arena will be one of the largest arenas in the UK with a maximum capacity of 16,700. The venue was given the green light for the extra capacity this week, 2,000 more than originally planned in the development.
The seating varies according to the event configuration but a typical end stage concert such as Green Day in October will play to a potential house of 15,700, the second largest audience on the UK tour.
The LG Arena was rebranded last September following a sponsorship deal with LG Electronics, global leader in consumer electronics, mobile communications and home appliances.
Phil Mead, managing director of Arenas, at The NEC Group, said: “The LG Arena Opening Season will give the LG Arena the launch it deserves. The diversity of acts featuring music, sport and comedy will reflect the varied nature of events the new LG Arena will host, with a more flexible seating configuration and intimate atmosphere which will make it a must stop destination for major touring artists and shows.
He added: “The LG Arena and the improvements it brings will ensure the venue builds upon the iconic status it deserves and cements its place in the premier tier of UK venues. The LG Arena Opening Season is not to be missed, with the excitement of a host of major acts taking to the LG Arena stage for the first time, and a chance to enjoy a multitude of new restaurants, bars and VIP areas that will see the LG Arena become the ultimate visitor destination.”
Paul Meadows, head of brand marketing at LG, concluded: “The new LG Arena looks spectacular and will be ideal to provide those unforgettable ‘Life’s Good’ moments to anyone stepping inside. The line up offers something for everyone, and we’re confident the LG Arena will become a national landmark for people to meet friends, see their favourite band and have a great time.”