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VenueShield: ASM Global prepares for venue reopenings

The former SMG/AEG Facilities has become the first major global venue operator to reveal its post-coronavirus plans, exploring the use of PPE, temperature checks and more

By IQ on 01 May 2020

ASM Global (formerly SMG)’s König-Pilsener Arena in Oberhausen, Germany

ASM Global (formerly SMG)’s König-Pilsener Arena in Oberhausen, Germany

ASM Global, the world’s biggest venue operator, has taken the first steps towards reopening its properties with a new series of hygiene protocols, dubbed ‘VenueShield’, to be put in place for when restrictions are eased after the peak of the Covid-19 pandemic passes.

Described as a “comprehensive, best-in-class programme” which will provide “trusted protection” for visitors, VenueShield will be rolled out at more than 325 of ASM Global’s venues, which include leading entertainment arenas such as Manchester Arena in Manchester, UK; König-Pilsener Arena in Oberhausen, Germany; the Globe in Stockholm; the SSE Arena in Wembley, London; Coca-Cola Arena in Dubai; and American Airlines Arena in Miami.

“At the very heart of this effort is our focus on making our employees, tenants and guests safe and comfortable in a welcoming environment,” comments Bob Newman, president and CEO of ASM Global. “ASM’s unique and unmatched worldwide footprint of leading convention centres, arenas, stadia and theatres provides the input, data and resources to adapt to our guests’ needs and expectations while further enhancing the quality of their experience in our venues.”

VenueShield protocols will be tailored towards each venue, according to ASM, with a VenueShield taskforce responsible for implementing the new measures (in accordance with international healthcare guidelines from the US’s CDC, the UK’s NHS, Australia’s PHAA and the WHO, among others).

“At the very heart of this effort is our focus on making our employees, tenants and guests safe”

Among the measures being explored are the use of personal protective equipment (PPE), food safety measures, air quality control, surface cleaning, physical/social distancing, temperature checks, thermal cameras, hand sanitisers, reduced touch points, contactless transactions and daily monitoring systems.

Additionally, consultants have been hired to assist with “more technical aspects of the protocol”, adds the company, such as air purification, filtering and the maximisation of fresh-air exchange.

“We realise that each of our venues across the globe are economic engines for their respective communities, representing local tax revenues, travel revenues and jobs,” continues Newman. “We look forward to reopening these local and regional economic foundations, stimulating local economies and again delivering the entertainment experience that has defined us for decades.”

ASM Global, headquartered in Los Angeles, Manchester, Brisbane, Dubai and Sao Paulo, was formed last October by the merger of AEG Facilities and SMG.

The company’s rivals in the international large-venue space, including Live Nation and Oak View Group, are also believed to working on similar guidelines in anticipation of the lifting of lockdowns around the world.


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