NIA to be renamed Barclaycard Arena following £26m facelift
BIRMINGHAM’S National Indoor Arena is to be renamed the Barclaycard Arena when it re-opens in December following a £26m facelift.
Confirmation of the name change was announced last night, although it was back in 2011 that the finance company originally secured the naming rights for the 13,000-seat arena.
When the deal was first announced three years ago the intention was to rename the venue ‘NIA: A Barclaycard Unwind Experience’ but at last night’s announcement NEC Group chief executive Paul Thandi revealed the name had been shortened to a more-manageable Barclaycard Arena.
The approach is in keeping with the group’s other concert arena, the LG Arena at the National Exhibition Centre.
Having such a high-profile sponsor on board also bolsters the NEC Group’s profile at what is a key stage in its development. The group is currently up for sale and details of potential buyers are expected to be announced shortly.
The arena refurbishment programme is being carried out by BAM Construction and is currently ahead of schedule, ready for completion in time for December 2 when singer Michael Bublé will officially open the newly-christened venue.
Despite having only played the arena this spring, the Canadian superstar was happy to return to Birmingham; proclaiming the arena one of his favourite venues. Tickets for the shows go on general release on Friday.
As part of its £26m makeover, all areas have been upgraded to create a world class sports, music and entertainment venue.
The most dramatic element is the brand new glass façade overlooking Brindleyplace, which is intended to create a dynamic entrance for visitors and will be a dramatic focal point at what is a key gateway to the city.
Nearly 6,000m² of new pre/post show space has been added together with new food and drink facilities, double the number of toilets and four new retail units which will front the canalside. Every seat in the venue has been replaced.
The revamped venue will also feature the latest contactless payment technology throughout. This is intended to speed up queues at the various bars and catering outlets during big events. The technology was introduced into the UK by Barclaycard and is seeing a big growth in the West Midlands.
In keeping with the sponsorship deal, Barclaycard customers will also receive extended benefits , including access to exclusive lounges, fast-track entry, pre-sale ticket offers and what it is terming ‘Fee-Free Friday’ where tickets bought through Barclaycard will have no administration fees.
Thandi said: “The renaming of the NIA to the Barclaycard Arena continues to build and strengthen our partnership with Barclaycard. The new name reflects the enhanced and improved experience that the refurbishment will provide visitors, artists and promoters.”
Katherine Whitton, chief marketing officer, Barclaycard, said joining forces with the NEC Group in 2011 had been all about creating a venue fit for the 21st century. The intention had been to create one of the best entertainment venues in the UK and support a city where a significant number of potential customers are situated.
“Following its refurbishment, the Barclaycard Arena has been entirely re-invented, with state of the art facilities, a much-increased capacity, brand new retail and merchant spaces and the latest contactless payments technology to vastly improve the customer experience and make it easier for those attending to enjoy the entertainment,” she said.
“Birmingham is a thriving city at the heart of the UK and this project is about recognising the important role it plays in the country’s economy and supporting it in becoming a national destination for music and entertainment.”
