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Bolton Arena Wanders Into Live |
After promotional work at the ILMC, it looks as though SMG Europe’s
new client – Bolton Arena – might shortly be adding itself to the UK
arena map for live music events.
SMG Europe has been appointed by the 9,000-capacity venue to attract,
manage and advise on its repositioning as a live music venue. The
£15million (€19m) arena opened in 2001 but until now has been used as a
centre of sport excellence.
After promotional work at the ILMC, it looks as though SMG Europe’s new client – Bolton Arena – might shortly be adding itself to the UK arena map for live music events.
SMG Europe has been appointed by the 9,000-capacity venue to attract, manage and advise on its repositioning as a live music venue. The £15million (€19m) arena opened in 2001 but until now has been used as a centre of sport excellence.
“They now have permission to expand their remit and include shows,” says SMG Europe’s John Knight. “They’ve got the opportunity for 30-40 days a year for other events, so we’re just starting the campaign to let people know that they’re available and equipped for putting on shows.”
With an efficient management team already in place, Knight stresses that SMG’s involvement is purely to “get them up to speed. We’ll be providing staff to work alongside them on bookings, riders and the events themselves,” he says.
Far from competing with Manchester Evening News Arena, Knight says the arena is perfect for “second tier” arena acts who would not sell out higher capacity venues.
“There’s always room for the right venue, and the plus points of this place are interesting,” he says. “It’s on a motorway junction, has its own railway station, it’s in Greater Manchester so there’s 2.5 million people on the doorstep, and because it’s part of a retail park, there’s unlimited parking.”
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