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Steve Homer on AEG Presents UK’s bold new era

Steve Homer has given IQ an insight into his plans for the next phase of AEG Presents UK after overseeing a revamp of operations at the firm.

Homer took sole charge of the company’s London office following the departure of former co-CEO Toby Leighton-Pope at the start of 2022. Since last autumn, AEG has made a string of significant hirings including Chris Wareing and Paris Harding from SJM, ex-Live Nation veteran Lee Laborde, Lucy Noble from the Royal Albert Hall and Georgie Donnelly as its first head of comedy, as well as announcing a handful of other new appointments.

Speaking to IQ, Homer says he expects the influence of the new arrivals will not be fully felt until next year.

“It takes a while to get going and settle in and I envisage that, by the autumn, we’ll probably start to be firing on near enough all cylinders,” he says. “So for shows going into ’24, I think that’s when we’ll see a significant change in how we’re performing. That’ll give us a good benchmark, so I’m looking forward to seeing what the autumn brings.”

Former National Arenas Association chair Noble, who joined AEG’s European senior leadership team in late 2022, has been tasked with overseeing content creation as well as the production of new events such as Christmas Classics with the Philharmonia Orchestra, which will take place at London’s Royal Festival Hall on 15 December.

“The aim was always to try and get someone of superstar status. That was always a hope, but it was never a guarantee”

“We’re branching out into other entertainment facets, so it’s exciting on that front,” says Homer. “We’re challenging ourselves a little bit in terms of [deviating from] our traditional core markets of entertainment.”

AEG is also basking in the glory of the successful relaunch of The Halls Wolverhampton, which reopened with a special show by Blur last Friday (26 May).

“It couldn’t get much better than Blur in terms of a big name to reopen a venue that’s close to a lot of people’s hearts,” enthuses Homer. “They’re doing warm-ups before their run of festivals and then stadiums in London, so it was great to have them as the first act and it was a great show. The aim was always to try and get someone bigger than the venue – someone of superstar status, as it were. That was always a hope, but it was never a guarantee.

“We’d decided the first day we were going to be open was 1 June, so we started to look at who was available and who was around. So when Blur said they were looking at doing some warm-up shows, but it would have to be at the end of May rather than beginning of June, you suddenly start going, ‘I don’t care if the paint is still wet, I’m going to open it,’ because when you get an opportunity like that, you have to take it. Luckily, all the paint was dry and the bars were open, so it was a great one to have.”

“We’ve got 24 shows from now until the second week of July, mostly in The Civic, and the autumn is looking pretty solid”

Formerly the Wolverhampton Civic Halls, the West Midlands venue – which comprises the 3,404-cap The Civic at The Halls Wolverhampton and 1,289-cap The Wulfrun at The Halls Wolverhampton – had been closed since 2015 while it underwent a multi-million-pound regeneration project in partnership with the City of Wolverhampton Council.

AEG agreed a 25-year deal with the council to run the complex back in 2019, with Crissie Rushton, who has worked with the venue for more than two decades in various capacities, installed as GM back in March. Concerts by McFly, Sugababes and The Vamps also form part of its opening lineup, with acts such as Seal, James, Future Islands, Royal Blood, Babymetal and Suede slated to visit before the end of the year.

“We’ve got 24 shows from now until the second week of July, mostly in The Civic, and the autumn is looking pretty solid,” he says. “We didn’t open the diary much before December ’22, so a number of tours were already in place for the end of this year. But we’re seeing good usage from all the national promoters, some local promoters as well. There’s a real spread of acts coming in on a weekly basis so we’re feeling pretty confident.

“It never had [its own] sound and lighting before – people used to have to bring it in – so we’ve added another element to it. And there is another balcony which has taken the capacity up to the same as Manchester Apollo for standing shows, so it fits into that theatre level.”

“It was interesting talking to some of my American bosses and trying to explain where Wolverhampton was”

For Wolverhampton native Homer, the venue also has a particular resonance as the site of his first concert – The Clash in 1978.

“The first ever gig I went to was there, and I’ve promoted a load of shows there,” he says. “It’s one of my favourite venues anyway, so when the opportunity came up to have it in our portfolio of venues I just said to everyone, ‘We have to go for this. This is a great room.'”

He continues: “It was interesting talking to some of my American bosses and trying to explain where Wolverhampton was and sharing some of the history but there’s a real appetite for mid-sized venues within the company anyway, so once they understood where it was and how it fitted into the history of venues in the UK, it became easy to get them to agree to go forward. But it means a lot – as I jokingly say, but only half jokingly, it gives me a better parking space near the football ground as well, which is not untrue!”

The Halls Wolverhampton joins AEG’s global network of more than 350 owned, operated and affiliated venues. In the UK, these include the Eventim Apollo London, Indigo at The O2 in London and the new live music venue at Olympia London set to open in 2024. It will also manage the 2,000-cap Watford Colosseum when it reopens that same year.

 


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GM appointed for AEG’s The Halls Wolverhampton

AEG Presents has appointed Crissie Rushton as general manager of The Halls Wolverhampton.

Formerly the Wolverhampton Civic Halls, the West Midlands venue – which comprises the 3,404-cap The Civic at The Halls Wolverhampton and 1,289-cap The Wulfrun at The Halls Wolverhampton, will reopen its doors in June following a multi-million-pound regeneration project in partnership with the City of Wolverhampton Council.

Rushton has worked with the venue for more than two decades in various capacities during her tenure with the council, spanning senior roles including head of visitor experience, visitor economy manager and duty events manager.

“We are delighted to welcome Crissie to the AEG Presents team,” says Stuart Dorn, group venue operations director, AEG Presents. “Crissie knows this iconic venue inside and out and, as we gear up to open the doors to the public in June, I am thrilled that The Halls Wolverhampton will continue to benefit from her strong leadership and long-standing passion for this very special venue.”

“I am excited to play a role in this next chapter as we re-establish The Halls as the home of live entertainment in the West Midlands”

In her new role, Rushton will be responsible for the day-to-day management of the venue’s operations and identifying potential new partners and content.

“I have loved being a part of this extraordinary venue for more than 23 years and am delighted to be continuing my journey with The Halls Wolverhampton as part of the team at AEG Presents,” she says. “As the venue prepares to reopen its doors in June, I am excited to play a role in this next chapter as we re-establish The Halls as the home of live entertainment in the West Midlands for generations to come.”

McFly, Penn and Teller, Leftfield, Siouxsie and Sparks will all perform in the venue’s opening month.

Last week, it was revealed that AEG is to manage the 2,000-cap Watford Colosseum when it reopens in 2024. AEG’s UK venue network also includes the Eventim Apollo London, Indigo at The O2 in London and the new live music venue at Olympia London, set to open in 2024.

 


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The Halls Wolverhampton reveals opening lineup

AEG Presents has confirmed concerts by McFly, Sugababes and The Vamps as part of its opening lineup for The Halls Wolverhampton.

The 3,404-capacity The Civic at The Halls Wolverhampton and 1,289-cap The Wulfrun officially reopen in June following a major multi-million-pound refurbishment programme by City of Wolverhampton Council in partnership with AEG.

Gigs by Leftfield and Chris Isaak are also part of the launch month following the opening night with American magicians Penn & Teller on 1 June, with more names soon to be added.

“We have a fantastic line up set for June, befitting of the opening of the iconic The Halls Wolverhampton and the renowned artists we’re thrilled to welcome to this great city,” says AEG Presents UK CEO and Wolverhampton native Steve Homer. “I can’t wait to officially open the
doors and be part of the crowd enjoying these performances. From rock to pop and comedy, there really is something for everyone.”

“This fantastic opening month of shows in June will ensure the new-look venue bursts back into life in style after our multi-million-pound transformation works”

The Halls have been closed since December 2015. Visitors will enjoy more comfortable seats, a greater number of bars and enhanced space to socialise, expanded and revamped toilet facilities, lift access for those viewing from the new balcony level, better access arrangements for disabled visitors, a greater number of accessible viewing points and improved room temperatures through the installation of a new air handling system.

“These are exciting times for this much-loved venue in our city – and is what all the blood, sweat and tears have been for,” adds council leader Ian Brookfield. “AEG Presents’ passion for The Halls and ambition for the future matches our own and this fantastic opening month of shows in June will ensure the new-look venue bursts back into life in style after our multi-million-pound transformation works.

“We’re thrilled to be working with AEG Presents on this, who understand the venue’s rich heritage and share our vision of reimagining an iconic institution that will continue to bring joy to the lives of locals for years to come, helping shape our city centre, creating jobs and boosting businesses by attracting 300,000 visitors a year and adding more than £10 million annually to the local economy.”

AEG, which agreed a 25-year deal with the council to run the venues back in 2019, will also operate the 4,400-cap live music space within London’s £1.3 billion Olympia scheme, which is on track to open in 2024. The firm’s mid-size portfolio also includes the 5,000-cap Eventim Apollo and 2,800-cap Indigo at The O2, both in London.

 


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AEG UK boss highlights mid-size venue ‘sweet spot’

AEG Presents UK chief Steve Homer has spoken to IQ about opportunities offered by the mid-size venue market after the company confirmed the long-awaited reopening date of The Halls Wolverhampton.

The first shows at the 3,404-cap The Civic at The Halls Wolverhampton and 1,289-cap The Wulfrun at The Halls Wolverhampton will take place in June 2023.

The historic Halls hosted artists such as David Bowie, The Clash prior to closing in 2015 for its multi-million pound refurbishment.

“We’re in a position where the diary is officially opening next week for promoters and agents,” says Homer. “We’re planning on doing a series of launch shows within the first 10 days to two weeks of it opening just to get people reacquainted with the venue.”

The council are due to hand over the keys to AEG on 21 November, with test events set to be held next spring ahead of the official reopening.

“It costs £1 billion to build an arena from scratch now, so it’s a safer business model because it’s not relying on enormous investment to get off the ground”

AEG, which agreed a 25-year deal with the City of Wolverhampton Council to run the venues back in 2019, will also operate the 4,400-cap live music space within London’s £1.3 billion Olympia scheme, which is on track to open in 2024. The firm’s mid-size portfolio also includes the 5,000-cap Eventim Apollo and 2,800-cap Indigo at The O2, both in London.

“Like buses, they come in batches,” jokes Wolverhampton native Homer, who notes similar AEG developments in Denver and Nashville.

ILMC’s New Builds: The venue boom panel previously explored the potential for a boom in the mid-sized sector, and Homer spells out the financial benefits.

“That 3,500 to 4,500 capacity seems to be the sweet spot and it’s definitely something that we’re seeing across the globe,” he says. “It costs £1 billion to build an arena from scratch now, so it’s a safer business model because it’s not relying on enormous investment to get off the ground.”

Homer has overseen a revamp of AEG’s UK operations since taking sole charge of the company’s UK office at the start of the year following the departure of former co-CEO Toby Leighton-Pope, who has since resurfaced as MD of the newly formed TEG Europe.

“I embellished our venues division and split the touring division into three specific sections”

“It was like losing my right arm, and so there was a bit of adjustment that came with that,” reflects Homer. “But once I got over the initial shock of it, I knuckled down and decided it was something I wanted to do. I decided that if it was just going to be me, I needed to structure it in a slightly different way because when Toby was there there were various lines of responsibility that fed down from both of us. So I did some restructuring within the teams.

“I embellished our venues division and split the touring division into three specific sections – one of them was pure touring, everything from clubs to stadia, and then working with the junior promoters and assigning them tours to work on that they wouldn’t necessarily be familiar with, with support from the greater team. So it was a good opportunity for those promoters to work with bigger artists or venues than they’d probably have been familiar with up to that point in their career.”

He continues: “And then I created a new events division for a number of our standalone projects that don’t really fit into touring – our 50/50 ownership of the Eden Sessions, Country to Country and Just for Laughs, the comedy festival we’re partnering on. We put our summer series of shows into that as well – the likes of Michael Buble, Tears for Fears, Bryan Adams and Ball & Boe, so that’s certainly helped me focus the business.”

Revisit part one of our interview with Homer here.


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