Music In Its DNA – M&S Bank Arena Liverpool Is Navigating The UK’s Stormy Economy – Pollstar News

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Liverpool has music in its DNA. The unique sound coming out of this city is a result of the Irish and Welsh roots of its population, combined with a transatlantic influence, says Ben Williams, commercial and business development director at the city’s main entertainment complex, the 11,000-cap M&S Bank Arena.
Liverpool, he adds, is “the birthplace of modern pop music.” It’s easy to say that, when you get to call The Beatles your most famous sons, but there’s more to that claim: Gerry and the Pacemakers, for instance, the originators of Liverpool Football Club’s goosebump-anthem “You’ll Never Walk Alone,” or later, Echo & The Bunnymen, who shaped 1980s post-punk unlike any other band of the time.
A port city, Liverpool has always been “a melting pot of different cultures” that “fostered an outward facing attitude that embraced new trends and ideas,” says Williams. The river Mersey flows through the city on its way into the Irish Sea, offering loads of prime waterfront real estate, of which M&S Bank Arena occupies what used to be known as the King’s Dock.
M&S Bank Arena has hosted iconic acts like Beyoncé, Lady Gaga, Oasis, Elton John, One Direction, Eric Clapton, Bob Dylan, and Paul McCartney in the past, as well as big shows like the MOBOs, MTV EMAs, or the Eurovision Song Contest in 2023. This year’s calendar is filled with performances by Kylie, Diana Ross and Bryan Adams. Ticket sales have been on “an upward trajectory this year,” according to Williams, who explains, “although people in Liverpool are still living with a lot of uncertainty, they do prioritize experiences and going out. It’s a city that loves to party and we are there to provide it.”
That does not mean it was easy running a mid-sized arena in the UK at the moment. “While it’s good that there is lots of variety for people, the move to outdoor gigs, bigger stadium tours, and the arrival of new venues has meant that we’re not seeing as many tours,” Williams explains. He adds, “Consumers’ discretional spend is squeezed though, and as some of the larger gig tickets are at such a high price point, we’re finding people can’t afford to go to multiple events.” But he emphasizes, “We don’t want Liverpool to miss out on music events, so we are working smarter to attract strong product and ensure we provide great experiences for people.”
What helps engage with the audience, Williams explains, is M&S Bank Arena’s in-house box office: “We have access to large amounts of localized data providing direct engagement with audience members and giving us lots of powerful insight. This helps us build trust with the people who come to our venue, and as a result we have high ratings on Trust Pilot. We can work with a lot of flexibility, contributing to innovative initiatives, such as the post-COVID Event Research Program, and we’re currently working on an integrated ticketing and transport solution as part of the UN Accelerator City initiative to decarbonize live music.”
What is more, M&S Bank Arena is able to offer ticketing solutions to third party organizations across Liverpool and the UK. “During Eurovision we ticketed the National Lottery Big Euro Welcome for over 20,000 people,” says Williams. “Our clients and audiences like the fact we still have a contact centre, so they can speak to a human if they want to.”
M&S Bank Arena, while smaller than its counterparts in other UK music hubs like Manchester, London, or Birmingham, is a lovely venue. “Its waterfront location, parking facilities and connectivity with the city make it a strong proposition,” says Williams. “The space itself brings you closer to the artists wherever you are, and we are constantly investing in our facilities so they are of the highest quality for our audiences.”
Some of that investment goes into upgrading the arena’s premium offering. “We’re bringing the arena up to date and creating a pyramid of premium spaces. They have been specified at a very high quality because we know this is what our audiences expect now,” Williams explains.
And being “ever conscious of our impact on the local area,” he continues, “we have implemented a range of initiatives to reduce the venue’s environmental footprint, from installing air sourced heat pumps and LED lighting, promoting sustainable waste management practices, and increasing biodiversity on-site. Last year we hosted Act 1.5 Presents – three live gigs from artists Massive Attack, Nile Rodgers and IDLES – that showcased innovative sustainable practices. The innovative events marked the official start of Liverpool’s status as the World’s First Accelerator City for Climate Action, designated by the UN.”
This status has proven to be a real asset in attracting visitors to the city, and Williams said M&S Bank Arena was “working with other big players in the city to make Liverpool a fantastic destination, including Liverpool Football Club, Everton’s new stadium and Liverpool ONE.”
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