MSG’s London Sphere plans ‘moving forward’

Madison Square Garden (MSG) Entertainment boss James Dolan says the company’s controversial MSG London Sphere scheme is “moving forward”.

MSG’s futuristic $2.3 billion Sphere at The Venetian in Las Vegas, US, launched to rave reviews last Friday with U2’s U2:UV Achtung Baby Live At Sphere residency, but progress on a proposed London replica has been slow.

But speaking to Variety, MSG executive chair and CEO Dolan insists the development – along with other potential spinoffs outside North America – is “still very much moving forward”.

“That is definitely a big part of the business plan, to build more Spheres all over the world,” he adds. “And by the way, different-size ones too – probably not much bigger than the one in Vegas, but we’ve actually gone through already architectural drawings and designs for smaller Spheres for smaller markets.”

Plans for the 21,500-cap UK venue, which would become MSG’s first property outside of the US, were first announced more than five years ago and were approved in principal by the London Legacy Development Corporation (LLDC) in March last year, despite objections from various parties.

However, AEG called on levelling up secretary Michael Gove to block the proposal earlier this year. Gove issued a holding direction to the LLDC, meaning the organisation and London mayor Sadiq Khan are prevented from signing off the plans before Gove rules on whether they need to be “called in” for further scrutiny.

If given final approval, the Sphere will be located in Stratford, east London, four miles from AEG’s The O2 (20,000-cap) in North Greenwich. AEG is a longtime critic of the scheme, having voiced concerns over its proximity to The O2 and – according to a 2019 investigation by The Times – creating a residents’ group in opposition.

“Since we have the experience of building the first one, it won’t be as expensive as the first one”

MSG has suggested that London has an “undersupply” of dedicated large entertainment venues compared with cities such as Berlin, Paris, Madrid and New York. The capital’s next biggest indoor spaces are the 12,500-cap OVO Arena Wembley and the 10,400-cap Alexandra Palace.

The construction costs of the “next generation” Vegas project escalated to $2.3 billion (€2.1bn) – leading some observers to query whether subsequent venues would be too expensive to build (the estimate for the London development was widely reported as £800m, pre-pandemic).

“We have a fully developed construction design and construction company that has a lot of experience building all over the world,” he says. “And since we have the experience of building the first one, it won’t be as expensive as the first one.”

Dolan expects the Vegas Sphere to be profitable despite costs running almost double its original $1.2bn budget.

“Yes, I absolutely expect it to be profitable,” he says. “Will it generate enough profits to justify the capital that was put into it? I think so, but it remains to be seen. I mean, so far, the biggest hurdles in that is making sure that you have a product that the consumer is going to want. And what I’ve seen of our product, I think we have that.

“And then it comes down to marketing and selling tickets and generating revenue and sponsorships, and that all looks like it’s on a very good trajectory. We’re already seeing worldwide interest from other countries that are talking to us about building [Spheres] for them.”

The London project was back in the headlines this week, with the Evening Standard reporting that developers had offered locals blackout blinds to make up for the glowing images they would be broadcasting via the structure’s external LED panels. Officials gave the green light to its digital advertising display plans in January 2023.

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