NEC Group initiates upgrade to Birmingham’s NIA

THE NEC Group has initiated the first step in its project to upgrade facilities at Birmingham’s National Indoor Arena.

The refurbishment to the 20-year-old building follows on from the group’s successful £29m facelift to sister venue, the LG Arena.

The group, which is also responsible for the city’s International Convention Centre, wants to develop the 13,000-seat NIA’s public areas and enhance its appeal to users.

A feasibility study is under way, initially to develop the concept design and appoint an architect to the project.

Following this, a budget for the project will be agreed and work could start on the project next summer.

Phil Mead, the group’s managing director of arenas, said: “The NIA is renowned for hosting world class events and this is the first step of making The NIA world class for customer experience.

“Last year we launched the brand new LG Arena to critical acclaim, from pop stars to concert goers. We are now taking the first steps to propelling The NIA to the top of the UK’s premier arenas, by finding an architect who can make our hopes and dreams into a reality.”

Following the theme pioneered at the LG Arena, the group is looking to up the ‘wow factor’ by creating an impressive gateway to the venue that will capture the imagination of visitors even before they enter.

It will also improve the pre and post-event experience, along with a better catering and merchandising service.

Enhancements will also be made to hospitality areas and toilets, while the study will also examine the potential for a new canal-side catering area.

The arena bowl itself will not be included in the feasibility study, however, backstage and storage areas will be addressed.

The group said it wanted to engage young and old customers alike in the process, reflecting the diverse nature of events staged at the NIA.

Like the LG Arena, the group is also seeking a corporate sponsor for newly-packaged venue and it is actively pursuing leading brands who may be interested in acquiring the naming rights.