OVG, the developers behind Co-op Live, the new 23,500 capacity arena in Manchester, have entered into a partnership with leading international sports and entertainment consulting firm Elevate Sports Ventures to support on strategy, marketing, sales and service for the venue’s premium hospitality offerings. The arena, which will host around 120 events and bring in 1.3m visitors annually, is set to open in 2023.
The partnership, which complements the announcement of a 15-year naming rights partnership with Co-operative Group, sees Elevate support a new venue project in the UK market for the first time. The best-in-class sports and entertainment agency plans to emulate its highly successful premium hospitality model developed in U.S. professional sports, including the NFL, NBA, NHL, MLB, MLS, motorsports and more.
Elevate will be responsible for selling all 27 suites, nine lounges and club spaces, comprising 2,500 premium seats, VIP spaces and facilities.
Elevate will deliver industry-leading best practices in analytics and business intelligence in the areas of direct-to-consumer, digital marketing, ticket and premium pricing, sales and services.
To drive interest in Co-op Live’s Premium opportunities, Elevate will help open the Co-op Live Sales Suite, a custom designed studio showcasing Premium amenities, to be located in the Northern Quarter of Manchester and staffed by Co-op Live Premium Executives. The sales suite will open in April 2021 and Elevate will lead the search and manage the executive hires to support the endeavor.
Co-op Live will be a next generation arena that is purpose-built for live music and, unlike the previous generation of arenas converted from sports venues, is designed to deliver world-leading fan experiences before, during, and after events. It was announced in last October that global artist Harry Styles has made an investment in Co-op Live in his hometown. Styles will be actively involved, advising on delivering the world’s best fan experience, premium and hospitality areas, and artist spaces.
The world’s biggest artists will perform to crowds of up to 23,500 in the venue bowl and Co-op Live will redefine the arena experience with a range of intimate, spaces such as the Atrium, The Record Room, Co-op Backstage Bar, the Hangouts, Night Market, and others.
Sam Piccione III, president of OVG International, said: “We are putting fans and artists first in everything we do at Co-op Live, and the venue will have a premium fan offering for everyone unmatched by any other arena in Europe.
“We’re delighted to have partnered with Elevate to bring their unrivalled expertise in premium marketing and sales. We are also excited that they will be helping us build the local team at our sales center, which represents a further investment in Manchester.”
Francesca Bodie, president of business development at OVG, said: “We’ve had great success working with Elevate on our other developments in the U.S., and are really excited to have them involved with our first arena across the pond. We think their team will be a perfect fit for helping us to launch Co-op Live in the market.”
“Elevate is proud to stand alongside our partner Oak View Group, to support an arena that holds great significance and opportunity for Manchester, and has the ability to impact the entire European sports and entertainment ecosystem,” said Al Guido, Elevate Sports Ventures Chairman and CEO. “Beyond the immense size and scope of the Co-op Live, are equally impressive premium offerings that Elevate is proud to bring to market with our best-in-class business intelligence, marketing and sales insights. This project is indicative of future partnerships we intend to announce internationally, supporting best-in-class partners with ambitions to set a new bar in Premium offerings, strategy, sales and service for the entire industry.”
“We are tremendously excited to partner with OVG and build the new centerpiece of Manchester; one that will become a new destination for the city and showcase the live event industry’s finest premium offerings and most dynamic music, sport, and entertainment events. The premium opportunities, spaces and amenities that Elevate and OVG will deliver will redefine top tier seating and hospitality trends globally,” said Shawn Doss, executive vice president sales & marketing at Elevate Sports Ventures.
