{"id":2118135,"date":"2026-10-12T19:27:33","date_gmt":"2026-10-12T18:27:33","guid":{"rendered":"https:\/\/www.thebusinessdesk.com\/westmidlands\/?p=2118135"},"modified":"2026-10-12T19:27:33","modified_gmt":"2026-10-12T18:27:33","slug":"coventry-building-society-arena-lines-up-15m-more-investment-as-visitors-hit-1.2-million","status":"publish","type":"post","link":"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2118135-coventry-building-society-arena-lines-up-15m-more-investment-as-visitors-hit-1.2-million","title":{"rendered":"Coventry Building Society Arena lines up \u00a315m more investment as visitors hit 1.2 million"},"content":{"rendered":"<p dir=\"ltr\">Coventry Building Society Arena is set to invest a further \u00a315m over the next three years, after more than \u00a315m of upgrades since 2022 helped drive record events revenue and push visitor numbers to 1.2 million a year.<\/p>\n<p dir=\"ltr\">The new investment is part of the <a href=\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2115836-coventry-city-fcs-arena-gets-15m-premier-league-ready-makeover\">10-year partnership<\/a> between Coventry City Football Club, the arena and venue operator Legends Global.<\/p>\n<p dir=\"ltr\">Over the past two months, <a href=\"https:\/\/www.coventrybuildingsociety.co.uk\/\">the venue<\/a> has opened The Race Experience and The Watchmakers Lounge, a premium dining space, and it is creating further event spaces, including a series of new dining areas for private hire.<\/p>\n<p dir=\"ltr\">The work continues a programme that began in 2022 with the \u00a36.3m conversion of the arena\u2019s lower halls into the Commonwealth Convention Centre, which added more than 1,750 sq m of conference space.<\/p>\n<p dir=\"ltr\">Since then, the venue has upgraded its entrance, atrium and concourse, added safe standing and a new players\u2019 tunnel, opened the Mahou Experience dining space, and launched CBS Live to grow its live entertainment programme. In 2025, all 119 bedrooms at the on-site DoubleTree by Hilton hotel were refurbished.<\/p>\n<p dir=\"ltr\">The arena has now recorded record non-matchday conference and events revenue for two years in a row. Its conference, exhibition and events business has grown by 34% over the past two years, with 84 new events secured between May 2025 and April 2026.<\/p>\n<p dir=\"ltr\">Jenni Ford, director of sales and marketing at Coventry Building Society Arena, said: \u201cThe impact of this sustained investment is reflected in the growth we are seeing, with more people than ever coming through the doors, the venue attracting great new events and existing events growing their footprint within the venue.<\/p>\n<p dir=\"ltr\">\u201cWe have continued that investment over the summer and there is more to come over the next few months.\u201d<\/p>\n<p dir=\"ltr\">Legends Global recently <a href=\"https:\/\/www.thebusinessdesk.com\/westmidlands\/news\/2117683-ex-nec-director-andy-price-to-run-coventry-arena-as-15m-upgrade-gets-under-way\">appointed former NEC commercial director Andy Price as the arena\u2019s general manager<\/a>, to lead the partnership and grow both matchday and non-matchday income.<\/p>\n<p dir=\"ltr\">Businesses across Coventry and Warwickshire can hear directly from Coventry City Council chief executive Julie Nugent on what\u2019s next for the region at TheBusinessDesk.com\u2019s <a href=\"https:\/\/www.thebusinessdesk.com\/westmidlands\/events\/networking-lunch-the-coventry-opportunity-the-citys-regeneration-story#\">Coventry lunch on 12 November<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coventry Building Society Arena is set to invest a further \u00a315m over the next three years, after more than \u00a315m of upgrades since 2022 helped drive record events revenue<\/p>\n","protected":false},"author":284306,"featured_media":2118136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127686,9],"coauthors":[137138],"class_list":["post-2118135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hospitality","category-property","tag-coventry-and-warwickshire","tag-featured-story"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Coventry Building Society Arena lines up \u00a315m more investment as visitors hit 1.2 million | TheBusinessDesk.com<\/title>\n<meta name=\"description\" content=\"Coventry Building Society Arena is set to invest a further \u00a315m over the next three years, after more than \u00a315m of upgrades since 2022 helped drive record events revenue\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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