Co-op Live Manchester: The story so far

OVG International’s Rebecca Kane Burton and venue boss Guy Dunstan have peeled back the curtain on a whirlwind six months for Manchester’s Co-op Live.

The UK’s largest live entertainment arena at 23,500-cap, the £365 million facility has rebounded from its delayed opening to host prestigious events including the UFC and the MTV EMAs, as well as exclusive indoor shows by the Eagles and Pearl Jam.

NEC Group veteran Dunstan joined last month as its new general manager and SVP, with Kane Burton becoming EVP of venue management for OVG International, leading Oak View Group’s global business development strategy for its facilities, sports, entertainment and hospitality divisions.

“I’m six weeks in and we’ve delivered quite a few shows – we’re into five shows on the run this week – and I’m loving it,” says Dunstan. “It’s just an amazing building to be running. I feel very fortunate and positive about having this role. I keep reminding the team that we’re six months into a journey, and should still be learning and evolving, but we’re in really great shape.”

Kane Burton, whose CV includes stints at the helm of London’s The O2 and Alexandra Palace, and CEO at LW Theatres and Sodexo Live, tells IQ that her move to the company – which saw her reunite with former AEG executives, OVG chief Tim Leiweke and OVG International president Jessica Koravos – felt “very natural and obvious”.

“It’s a great privilege to be able to harness all the great brain power that exists within OVG”

“When I ran The O2, it was Tim who employed me originally and that was a great honour and a privilege,” she says. “Tim is just a force of nature; he’s dynamic, he’s driven, he’s passionate, he’s ambitious and he doesn’t sit still. He’s always wanting to push for something better and that was a real appeal to come back and work for him in the new setup at OVG.

“Working with someone with that passion and leadership – who will change the dial, is not scared to do things differently and will rip up the rule book if he needs to – is incredibly exciting. And what’s even better for me is there’s a very strong female leadership team at OVG as well: Francesca [Bodie] is our COO and Jessica Koravos is my boss.”

Kane Burton describes her role, which covers the UK and Europe, as “far-reaching”.

“I’ve not really worked outside the UK before, so it’s a great opportunity to meet good people who are doing brilliant stuff with their facilities, but might just need a bit of help making their ambitions come true,” she explains. “Everyone talks about having a destination venue. There’s a lot of chatter about how you sweat these assets harder, and improve the fan experience, but there are very few companies or individuals who’ve got the capability and the experience to make that happen.

“It’s a great privilege to be able to harness all the great brain power that exists within OVG, with all that energy and yet the cash behind us, to then go out and make some of these visions a reality.”

Originally slated to join the OVG fold over the summer, Kane Burton was parachuted in as interim boss of Manchester’s Co-op Live in April following the resignation of the general manager, as the venue’s launch was pushed back two weeks following a series of hitches.

“My career has been full of challenges – I seem to like them – but I could see firsthand we were on the cusp of something special”

“I was in the middle of some gardening leave at the time, expecting to join on 1 July. And then Jessica very kindly invited me to Rick Astley [in April], which was a test event,” explains Kane Burton. “Whilst that event was obviously fraught with challenges, it showed off to people like me – who had no skin in the game at that time – what an amazing building they had on their hands.

“To then be asked four days later to lead the charge was daunting, and it would be a lie to say that wouldn’t be daunting for anybody. I could see a team that were feeling raw, tired, desperate to deliver the promises that had been made.”

She continues: “My career has been full of challenges – I seem to like them – but I could see firsthand we were on the cusp of something special and that keeps you going when you’re still up at two, three in the morning, wading through paperwork and getting everything in order. That gets you through.”

Co-op Live ultimately launched on 14 May with a triumphant hometown concert by Elbow.

“Obviously, Elbow was a huge moment,” reflects Kane Burton. “I think any of us now, if we hear any Elbow music, will cry tears of joy, because that’s the moment we finally got the doors open and ready and away. And then June just was amazing, because it was just literally back-to-back gigs and you start becoming a very well-oiled machine.”

A particular milestone was mixed martial arts event UFC 304, which took place at Co-op Live on 27 July and didn’t begin until 11pm – with the main event not commencing 3am – to meet the standard PPV start time in the US.

“The confidence is reinstated very firmly in this place”

“They started coming in at 10am, and at 6am we still had a full arena,” marvels Kane Burton. “So to bring it back to Manchester after 10 years of absence and do the first all-nighter in a building that two and a half months before, was a bit behind and needed to get itself open, was one hell of a feat. It was safe, it was well run, it was a brilliant customer experience and it got us global reach.”

The experience garnered from the night helped prepare the team for hosting another event of international interest – the 30th anniversary MTV EMAs on 10 November.

“We’re never complacent, but it’s like, ‘We’ve done UFC, now we’ve got MTV. Let’s get used to being in the spotlight and own that,'” shares Kane Burton. “Each time we do major events and prove to partners of different scale and size the capability of not only the building, but the credibility of our team, it builds confidence. And I can see that Guy will now be able to pull in bigger and better events as we roll, because the confidence is reinstated very firmly in this place.”

Dunstan joined the venue from Birmingham-based NEC Group, where he was the MD of arenas. As well as overseeing the management of the Co-op Live’s executive team, he is tasked with guiding the strategic leadership of the facility as SVP, as well in addition to helping develop its commercial and operational strategy.

“I’m very passionate about Birmingham and a proud Brummie,” says Dunstan. “I spent 28 years working there and a lot of people thought I’d be there till it’s time to retire. But over the last year, I thought about my career and I’m at an age where I thought I needed to find a new challenge and a new opportunity.

“Rewind back to the ILMC where OVG was announced, and then Co-op Live was announced, and I cast an envious eye at what I knew was going to be a groundbreaking venue and an organisation led by Tim, who is a pioneer. So when the role became available, I thought this was a great opportunity for me at this stage of my career.

“There was a lot of shock when I went out and said, ‘I’m leaving,’ but I think a lot of people put two and two together very quickly. It was the worst kept secret in the industry since the Oasis reunion!”

“My dream is that we’ll have a few more flagships in the UK and across Europe… You can expect London in the pipeline”

Upcoming acts at Co-op Live include Paul McCartney, Bruce Springsteen and The E Street Band, Robbie Williams and Billie Eilish, as the arena continues to attract stadium-level artists.

“Outdoor shows used to be a completely different market to the indoor market, but what we’ve seen over the summer period is Pearl Jam and the Eagles playing outdoors and then coming to play here at Co-op Live. We’ve got that again next summer with Bruce Springsteen playing at Anfield and here, and we’ve got a great programming team who are really proactive in seeking those opportunities.”

He continues: “Looking ahead over the next 12 months, it looks really positive. But you can’t sit waiting for artists to be routing tours, we’ve got to be proactive in terms of content. We’re putting on a West End musical theatre show, Manchester at the Musicals, on 20 December, which we only announced last week and put together over a few weeks before.

“That demonstrates to me that there’s a great opportunity to bring content into the arena market that wasn’t there before, and we feel it can become a regular part of our annual calendar. We’ve got to continue to do that, because we can’t wait for the phone to ring – we’ve got to make things happen ourselves.”

Kane Burton trumpets Co-op Live as a “very important flagship” in the territory and a “fantastic showcase to demonstrate what OVG stands for”.

“My dream is that we’ll have a few more flagships in the UK and across Europe, but I will never, stop having a passion for this place,” she adds. “I’d never worked outside of London before, so they finally managed to move me up north and I will always have a soft spot for Manchester and what we’ve managed to achieve here. It’s really important as part of the OVG ecosystem and showing everyone what we’re capable of. So I’m very proud and I know it’s in very safe hands.”

Leiweke, of course, revealed plans to build “the greatest arena in the world” in London, during this year’s ILMC in March. While details remain scarce, the CEO told delegates that the venue giant will plant its flag in England’s capital city, which he called “the greatest market in the world for music”.

“Tim’s talked very loudly and proudly about his ambitions, so you can expect London in the pipeline in the UK,” confirms Kane Burton. “Why wouldn’t we? It’s an important capital market. There are two arenas in Manchester, why not put more into London?”

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