First step on NIA upgrade programme

1st Jul 2010

The NIA has initiated its first step to upgrade the 20-year-old building. Following on from the highly successful £29 million refurbishment of its sister venue – the LG Arena – the city-centre National Indoor Arena (The NIA) is looking to develop public areas to enhance the customer experience.

A feasibility study is underway, initially to develop the concept design and appoint an architect to the project. A budget will be formed at the end of the feasibility study, adding weight to the proposed NIA title rights and other sponsorship opportunities, with work possibly starting as early as summer 2011.

Phil Mead, Managing Director of Arenas, part of The NEC Group said: “The NIA is renowned for hosting world class events and this is the first step of making The NIA world class for customer experience.

“Last year we launched the brand new LG Arena to critical acclaim, from pop stars to concert goers. We are now taking the first steps to propelling The NIA to the top of the UK’s premier arenas, by finding an architect who can make our hopes and dreams into a reality,” added Phil Mead.

Providing a sense of arrival and improving the customer experience pre and post show are top of the agenda, alongside providing customers with more options for food, beverage and merchandising. Enhancements to the entrance points, hospitality areas and toilets will be looked at, plus the possibility of a new canal-side catering area.

The arena bowl itself will not be included in the feasibility study, however backstage and storage areas will be addressed.

Engaging the customer, young and old, is key, especially to address the diverse range of events The NIA hosts, from European Gymnastics to the Gorillaz and Monster Jam to Michael Bublé .

The NIA announced recently it is seeking a naming rights partner. Operator of the arena, The NEC Group, is actively pursuing leading brand names and other business partners for sponsorship of the 13,000 capacity indoor arena. The venue would be renamed from The NIA to that of the brand name of the naming rights partner.