International sports and entertainment consulting firm Elevate Sports Ventures has been tapped by Oak View Group to support strategy, marketing, sales and service for the Co-op Live premium spaces.
The 23,000-capacity Manchester (UK) arena, which will host around 120 events and is projected to attract in 1.3m visitors annually, is set to open in 2023.
This is new venue project in the UK market for Elevate Sports Ventures. The plan is to emulate its 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 Co-op Live premium spaces–suites, nine lounges and club spaces, comprising 2,500 premium seats, VIP spaces and facilities. In addition, Elevate will deliver best practices in analytics and business intelligence in the areas of direct-to-consumer, digital marketing, ticket and premium pricing, sales and services.
Elevate will also help open the Co-op Live Sales Suite, a custom 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.
Though the venue will attract crowds of up to 23,500 in the venue bowl, Co-op Live is also expected to 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, as shown in the renderings accompanying this article.
“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,” said Sam Piccione III, President, OVG International. “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 centre, which represents a further investment in Manchester.”
“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 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.
Renderings courtesy Oak View Group.
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