Corporate hospitality sales beat expectations at first direct Arena

THE operators of Leeds’ first direct Arena today said that high levels of interest in the venue’s corporate hospitality has seen them beat all sales projections.

SMG Europe have revealed that almost all corporate box options have been sold – each to a business with a head office in Leeds or the wider Yorkshire region – and a majority of suites taken for between two and four years, in spite of a minimum requirement of just one year. This has resulted in the venue management company’s significantly exceeding initial targets. 

SMG Europe’s Tony Watson, director of sales and marketing for the first direct Arena, said: “We are delighted the corporate community has reacted so well to our annual hospitality offerings. 

“The demand for annual hospitality has been truly breath-taking and has taken us all by surprise.

“With some private boxes here costing in excess of £200,000 for a three-year license, it’s a large commitment. However, the demand and the lengths of commitment from many of the businesses in Leeds is a testament to years of anticipation and excitement in the city, as well as a desire to develop those all-important professional relationships. We’re proud to help our clients convey exactly what Leeds is capable of now, as part of that message.”

KPMG has secured a corporate box, less than 30 metres away from the action.

Chris Hearld, a senior partner at KPMG’s Leeds office, said: “After many years in the waiting and the making, it is hugely exciting for Leeds to now add a world-class concert venue to its long list of attributes.

“We are keen to put our money where our mouth is when it comes to supporting investments in Leeds that play a role in boosting the city’s offerings, helping it to thrive.

“Launching within months of the completion of Trinity Leeds, it really feels as though 2013 is a year of significant developments for the city and its region, which is great news for those who live and work here.”

Other corporate packages include the Premier Club annual membership scheme which already has over 200 members and continues to grow steadily, according to sales figures.

Mr Watson said: “We have already reached our target for the year and continue to work to facilitate as many businesses entertaining needs as possible. Our team are focused on ensuring we offer the best hospitality experience anywhere in the UK.”