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As the European Arenas Association marks its 30th anniversary, Gordon Masson finds out how its members plan to get back up and running
By Gordon Masson on 17 Feb 2021
When the European Arenas Association (EAA) celebrated its 20th birthday back in 2011, the live entertainment industry was in the infancy of a record-breaking run, as live music, in particular, grew in popularity, and venues throughout the continent enjoyed the challenges of ever bigger visiting productions, attracting more and more eager fans.
A year ago, many of the EAA’s 36 member venues were predicting 2020 would deliver yet another record year, but the Covid-19 pandemic soon obliterated such optimism and ten months on from the beginning of lockdown measures, there is still no clear indication about when Europe’s arenas will be able to resume operations.
As a result, the EAA finds itself as the central hub for discussions about strategies for getting back to business, with members in constant contact to help plan how they can safely welcome artists and audiences back into their buildings while also protecting their staff and production crews.
“Our EAA conversations over the past year have highlighted that although we are all in a different situation, country by country and city by city, we’re all actually in the same situation when it comes to the use of the venues,” reports current EAA president John Langford.
“But having conversations facilitated by EAA membership between venue managers in Germany, France and the UK, for instance, alerts you to how people are responding differently and gives us the opportunity to learn from others.”
“Although [countries] are all in a different situation, we’re all in the same situation when it comes to the use of the venues”
One topic that arena bosses all agree on is that any solutions for reopening need to be universal to facilitate artist plans for international touring, meaning that the discussions that the EAA is hosting will be crucial to the recovery of major live events on this side of the Atlantic.
“Communication with our colleagues across Europe is as important right now as it has ever been,” states Mantas Vedrickas, events manager at the Žalgirio Arena in Kaunas, Lithuania.
“The EAA helps us communicate easily, and the sharing of experiences helps us all deal with the situation that we are placed in. It allows the exchange of ideas, and helps find the best ways to implement solutions.”
That sentiment is echoed by arena management across Europe, who are carefully making preparations to get back to business as soon as authorities give them the green light.
Preparations behind closed doors
Many of EAA’s member venues last hosted concerts in March 2020, meaning that they are but a handful of weeks away from having an entire year without shows.
That situation also means that thousands of people have been made redundant, further complicating the task of arena bosses when it comes to opening their venues for audiences.
“Whenever hosting events will be allowed, [Žalgirio Arena] will be all ready to restart”
However, some venues have been more fortunate than others. Vedrickas notes that the Žalgirio Arena has remained open for local basketball team, Žalgiris Kaunas, albeit without fans at games.
“Throughout this entire situation, we have been in constant dialogue with event organisers [and] whenever hosting events will be allowed, we will be all ready to restart,” he pledges.
Representing both the Mercedes-Benz Arena in Berlin and the Barclaycard Arena in Hamburg, Uwe Frommhold VP & COO of AEG Germany tells IQ, “Due to the generous furlough programme of the German government, we have been able to keep our staff on board throughout these tough times for our business. So we will be able to ramp up our workforce fairly quickly, once the situation calls for it.
“Furthermore, we were able to stage several non-concert events – fairs and sports – with reduced capacity, where our hygiene and social distancing protocols were put in practice. So we feel well prepared to gradually bring people back when the pandemic eases.”
In Portugal, Jorge Vinha da Silva, CEO at the Altice Arena in Lisbon, says that outside of the complete lockdown restrictions, the venue had permission to run events at 50% capacity, respecting regulations such as social distancing, reserved seats, hand sanitisers, thermal cameras, a renovated air-conditioning system, and a complete contingency plan approved by health and safety authorities.
The Altice Arena in Lisbon had permission to run events at 50% capacity, respecting regulations
Silva notes, “Of course, there were no international acts, but it was possible to have smaller events with local artists. We also used the venue for TV productions without audiences, and for the corporate side of the business, [we created] virtual or hybrid events.”
Across the border in Spain, the Palacio Vistalegre in Madrid has been put to similar use.
“We did some film and TV shooting during the pandemic while we were not in lockdown or confined, as they need a big space now for the actors, separate dressing rooms, and different and isolated space for extras and bystanders,” says CEO Juan Carbonel.
“In the meantime – with zero income – we invested and did improvements in the facilities as we upgraded air systems and natural air venting, together with [audience signage], new protocols for security and extra cleaning, etc.”
Carbonel says the venue has also created new protocols regarding access strategies to protect arena workers and visiting crews.
Detailing the plans for a return to hosting events at the Arena Riga in Latvia, chairman Girts Krastins says, “Our approach will be based on local health regulations, but as the summer and first months of autumn were relatively relaxed we were able to host some events with spectators and test some procedures.”
Among those tested protocols were designated entrances, sales of socially distanced tickets, disinfection procedures for visitors and staff, clean zones for sports teams, shielded concessions, and safe food packaging.
“Our ice hockey team is still playing at Arena Riga, without spectators, and that allows us to routine our procedures”
Like Vedrickas in neighbouring Lithuania, Krastins has been able to hone some systems thanks to a sports team that calls Arena Riga home. “Our ice hockey team is still playing at our venue, without spectators, and that allows us to routine our procedures and keep [our] employees.”
And highlighting the importance of local trade bodies, as well as the EAA, on a bigger scale, Krastins adds, “Together with our local venue association we have been in touch with health authorities regarding possible solutions for crowd management under Covid-19 and that is one of the reasons why we were able to operate in summer and autumn.”
That foresight in testing and training is a common theme among EAA members.
At Münich’s Olympiapark, general manager Marion Schöne says, “During the first lockdown, we developed and implemented hygiene concepts for all our venues, and leisure and tourism facilities. We also trained employees as hygiene advisors in an in-house training course.
“From mid-May, we received permission to reopen under certain conditions. We were also able to hold daily concerts in the Olympic Stadium for six weeks in the summer, but only for a maximum of 400 people.”
“We were able to hold daily concerts in [Münich’s] Olympic Stadium for six weeks in the summer for a maximum of 400 people”
In Prague, Robert Schaffer, CEO at the O2 arena, reveals that the venue has been used several times, including for online concerts, but otherwise arena staff have taken the time to carry out maintenance programmes. But he remains cautious about the doors reopening.
“We hope that from the second [half of the year] we can start to return to normal,” he says. “Specifically, from September, we can start hosting concerts, especially by domestic artists.” International artists will likely not return until 2022, he predicts.
“Protecting the health of all involved is a top priority for us and we will certainly comply with all effective regulations, whether on capacity, time-segregated entrances to all sectors, temperature measurement, staff testing and, of course, regular disinfection,” continues Schaffer.
At the SEC in Glasgow, which includes the SSE Hydro Arena on its campus, director of live entertainment Debbie McWilliams notes that because it hosted a temporary hospital during the pandemic, staff have benefitted from National Health Service advice when planning for the venue’s return to action.
“We are fortunate to have the input of NHS Scotland as they have implemented best practice in managing hygiene and cleaning of the NHS Louisa Jordan [hospital],” she says.
“We hope that from the second half of the year [the O2 arena, Prague] we can start to return to normal”
And McWilliams acknowledges that instilling confidence among fans will be a major part of the rebuilding process. “Customer communication is pivotal in informing and encouraging responsible fan behaviour,” she says.
“In partnership with Ticketmaster we have enhanced our ticket purchase process to include allocated entry arrival times, potential for carpark advanced bookings, a switch to fully mobile ticket delivery to support reduced contact entry, and we are transitioning all F&B and merchandising to cashless. Our comms plan is being developed to take cognisance of individual audience profiles and their needs.”
Meanwhile, in Paris, AccorHotels Arena director general Nicolas Dupeux applauds his team’s flexibility to adapt to the ever-changing situation. “Since last March, we have been able to organise a number of events,” he says.
“The first one, in June, was part of the annual Fête de la Musique celebrations, broadcast on French television. In record time, we had to prepare to welcome more than 30 artists, and then reorganise in less than three days to welcome 3,000 people, taking into account all the sanitary measures.”
That ability to rapidly reorganise staff and systems to host major events is one of the arena sector’s unique skills. And facilitated by the communication networks that have developed through EAA membership, arena management across the continent are currently updating plans, often daily, for Covid-safe systems that will help relaunch their businesses and welcome fans back into their buildings.
“Since last March, we have been able to organise a number of events [at AccorHotels Arena, Paris]”
While there is still no set date that will allow arenas to reopen for business, the EAA’s members are working tirelessly to ensure they remain up to speed with government guidance, as well as best practice procedures advocated by the association.
AccorHotels Arena boss Dupeux sums up the role EAA will have in the venues sector recovery. “Being part of the EAA gives us a great space to exchange with other venues that face the same challenges – managing venues and re-welcoming our fans – and this has proven extremely useful, especially in the current context.
Membership also gives us access to industry benchmarks on recovery stimulus and actions. Being that our venue is so large and specific, EAA is the only space available to do this on a European level.”
Highlighting just how eager he is to kickstart the recovery, Dupeux discloses, “We have been working since the first lockdown on our reopening protocols to ensure the strictest respect for health and safety: social distancing, reinforced cleaning and disinfection procedures, establishing one-way circulation paths, implementing mandatory face-covering rules and deploying hand-sanitiser stations. Our protocol was successfully tested last June.
“On the digital side of things, we have sped the deployment of our touchless solutions (click&collect and cashless payment) to be ready for reopening. We are also ready to gradually reopen with design offers for production with smaller gauges, all with a ready-to-use setup to limit costs.”
“From autumn, business must be running again to some extent, otherwise we see black for the future”
Addressing her expectations for the coming year, Marion Schöne at Olympiapark in Münich, comments, “In our economic plan for 2021, we have assumed that we will not have any operations in the first quarter; from the second quarter, we hope to be able to reopen our tourism facilities but with limited capacities, and in the summer, the first open-air concerts and festivals must be possible again, albeit with conditions.”
But she warns, “From autumn, and at the latest in the fourth quarter, business must be running again to some extent, otherwise we see black for the future.
“We are represented in various nationwide working groups and are trying to convince politicians to develop a roadmap for the restart, together with the event industry. Our great hopes are the vaccinations, certified and inexpensive corona [rapid testing], as well as further studies that show that events can be held safely.”
In Scotland, McWilliams is equally realistic about the path to doors opening. “Assessing the year ahead, we expect promoter focus to be on the summer and the crucial return of festivals. We expect arena business to return in September following a successful festival programme,” she reports.
Noting that forecasts are reliant on the success of the UK’s vaccine programmes, McWilliams explains, “Following this timeline, we are working with Scottish government on a road map back to full capacity, which will include some test events at reduced capacities, building to full capacity.”
“we are working with Scottish government on a road map back to full capacity, which will include some test events”
Arena Riga’s Krastins is similarly pragmatic about the coming year. “Our plan for this year is mainly sports,” he states. “We will probably host the World Championship in ice hockey (with or without spectators) in May till June, then some international competitions in ‘bubble’ format, and then the regular ice hockey season starts in August.
“And if shows resume in September or October, we will be ready. In general, I feel that 2021 will be better than 2020, but definitely nowhere close to 2019.”
In Germany, AEG’s Frommhold is also counting on a revival in the second half of the year. “We are clearly looking at late Q3 and Q4 for larger crowds to be allowed back into the venues,” he comments. “Currently, a lot of shows and concerts are moving out of 2021 into 22.
“In Berlin and Hamburg we are in ongoing conversations with local and regional promoters about shows with limited capacity, whenever this is allowed, to bridge the gap to the start of regular touring. We are hoping for May for such shows to take place, but that is hard to predict. Obviously, a sustained business case and social distancing are mutually exclusive, but those events would send a positive message and get people working,” observes Frommhold.
Altice Arena chief Jorge Vinha da Silva is more optimistic that science can help reduce the impact of Covid-19 and allow mass gatherings to become commonplace again. “I hope by mid-year we can start recovering, especially in the third and fourth quarter when I hope our venues progressively return to full capacity with the evolution of the vaccination process or by mass [use] rapid testing.
“Fan research confirms pent-up demand for live, however, we need to be aware of consumer disposable income levels”
“I believe events will return first in a regional setting, as one of the most important factors is to rebuild consumer confidence and none of us can really evaluate the effect of an inevitable economic crisis. On the other hand, after the pandemic, everyone will be willing to share collective experiences such as concerts and festivals and this will be positive for the industry.”
Advocating “Clear, consistent, positive messaging on all customer touchpoints,” McWilliams agrees with Silva’s summary and concludes that ticket pricing could be a key factor to the success of the industry’s relaunch.
“Fan research confirms there is pent-up demand for live events, however, we need to be aware of the impact on consumer disposable income levels,” she warns.
“In a post-Covid world, there may be lots of choice but attendance could be stifled by a change in purchase practice, with consumers displaying self-protection and a need for security in their spending habits. If ticket prices were lower for a period of time this may help mitigate risk.”
Read this feature in its original format, with additional insight from EAA president John Langford, in the digital edition of IQ 96.