The global leader in live entertainment, the Ambassador Theatre Group (ATG), has signed a deal with Swansea Council to run Swansea’s planned digital indoor arena, with construction set to begin late on this year.
As part of phase one of the £1.3bn Swansea Bay City Deal, the 95,000 sq ft multifunctional digital arena and conference centre, with capacity for 3,500 people, is on schedule to throw open its doors to the public in 2020. It will be able to accommodate major theatrical productions, host big name artists and be the main stage for international conferences and exhibitions that will firmly put Swansea on the national live entertainment circuit.
ATG, which operates close to 50 venues worldwide, from London’s West End to New York’s Broadway, has now entered a long-term commitment to Swansea having signed a contract to run the arena.
Cllr Rob Stewart, Swansea Council Leader, said: “I am delighted that we have secured ATG to operate our state-of-the-art digital indoor arena. It is testimony to the potential of Swansea that we have attracted such a high-quality company that clearly shares our vision for the future of the city.
“Their track record speaks for itself. They are not just an operator of some of the world’s most famous entertainment venues, but they are also an award-winning producer of performances that regularly feature the biggest stars of stage and screen.
“We are determined to enhance the city centre for the benefit of both the people of Swansea and our visitors, and this deal represents another major milestone along that journey.”
Mark Cornell, CEO of ATG, said: “ATG is very excited to be moving forward as operator for the Swansea Arena. Our aim is to ensure that the Swansea Arena becomes a market-leading venue with our strong focus on customer service and, high quality and diverse content. With Swansea Council’s significant investment into the arena and regeneration of the wider Swansea Arena, ATG is delighted to be part of this project.
David Lewis, CEO of Rivington Land, the development and project manager for the scheme, said: “The ATG commitment is a significant milestone in the process to deliver regeneration. The Swansea Central phase one project is now well-placed to move forward and will be a catalyst for further phases.
Nick Russell, Director of IPW, venue advisors to Swansea Council and Rivington Land, added: “With an international operator for the new venue, we can be assured of great content in terms of entertainment, conferencing and exhibitions. This multi-use venue will be a major new attraction for the region, which will encourage new business and become a cultural beacon for the city.”
Construction of phase one, which includes the venue and conference centre, is scheduled to commence later this year. It incorporates two new multi-storey car parks, a new hotel and city centre apartments, together with an urban park that will improve the links between the city centre and the city’s unique waterfront.
The digital indoor arena will be part-funded by the £1.3bn Swansea Bay City Deal secured by the Swansea Bay City Region. Made up of funding from the UK Government, the Welsh Government, the public sector and the private sector, the City Deal will invest in 11 major projects across Swansea, Carmarthenshire, Neath Port Talbot and Pembrokeshire.