A £50m revamp of the AO Arena in Manchester is set to start this summer and will see the venue undergo a complete 're-imagination' as it seeks to head off the expected competition it will face when the £365m Co-op Live arena opens in December 2023.
The project is expected to take three years to complete and will include new guest entrances, custom lounges and an upgraded concourse.
The standing floor capacity will also be increased and a complete overhaul of the backstage experience for artists and their crew.
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The project will 'dramatically enhance' the venue, which is one of the busiest indoor arenas in the world, and boost its capacity from 21,000 to 24,000.
ASM Global has also unveiled plans to deliver "new premium seating", with more detailed plans expected in the coming months.
The scheme comes as work continues to construct the £365m Co-op Live arena in the shadow of Manchester City's Etihad stadium.
The development is backed by joint venture partners Oak View Group and City Football Group. Former One Direction star Harry Styles is also an investor.
Chris Bray, EVP Europe at ASM Global said: "AO Arena is one of the world’s iconic venues and a much-loved part of Manchester’s rich culture and history. It has been delivering world class entertainment experiences for over two decades.
"As we approach our 30th anniversary, this ambitious endeavor will not only reinforce its position as a leading destination for live entertainment but will extend its market leadership for 'live' and fan experiences for the next 30 years, and we’re proud to be further investing into the heart of Manchester.
"The first phase will enhance and increase our standing floor capacity to share this historic arena with even more of our guests and we will also be adding new hospitality lounges and investing in delivering an upgraded concourse experience.
"Our performers will be immersed in an all-new back of house artists campus, unparalleled anywhere."
AO Arena’s back of house will be upgraded - including new artist dressing rooms and production areas, a 'world-class' green room with meet and greet facilities and an overhaul of crew catering.
Jen Mitchell, general manager at the AO Arena, added: "This is a really exciting time for the AO Arena.
"Not only are we able to welcome guests back after a challenging two years, with a programme packed full of world-class acts and entertainment; now we can reveal the first phase of ASM Global’s plans for the arena’s redevelopment.
"This will not only elevate the experience for guests and fans, but for everyone who sets foot in the venue, including artists, production, crew and our staff who work so hard to make the magic happen right here in Manchester."
