The First Direct Arena will keep its name until at least 2023, following the signing of a new sponsorship agreement with operator SMG Europe
Sign up for IQ Index
The latest industry news to your inbox.
The First Direct Arena in Leeds will now accommodate over 4,000 standing guests, as review leads to a 16% standing capacity increase
By Anna Grace on 15 Feb 2019
SMG Europe-managed First Direct Arena in Leeds, UK, has announced a “significant” increase in floor standing capacity reportedly making the arena Yorkshire’s largest indoor entertainment venue.
Following a review of capacities and operational procedures, the standing capacity for shows has increased by 16%, to 4,321. This brings the venue’s overall capacity to 13,781.
“Standing floor tickets for concerts at the First Direct Arena are always in high demand and it is great that even more guests can now be accommodated in this area,” says general manager Jen Mitchell. “The entertainment industry is constantly evolving and our operational teams have been working tirelessly to ensure that the First Direct Arena can cater for all event types.”
“Standing floor tickets for concerts at the First Direct Arena are always in high demand and it is great that even more guests can now be accommodated”
“As well as this capacity increase, we have also developed a number of additional configurations using our unique retractable seating and draping systems to provide maximum flexibility,” adds Mitchell.
Since opening in September 2013, major acts including Elton John, Bruce Springsteen, Prince, Fleetwood Mac, Drake and Morrissey have performed at the arena, which extended its naming-rights agreement with British retail bank First Direct in 2017.
SMG Europe’s arena portfolio includes the Manchester Arena (21,000-cap.), the Utilita Arena in Newcastle (11,000-cap.), the SSE Arena, Belfast (11,000-cap.) and the Event Complex Aberdeen (12,500-cap.), due to open this summer.
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.