The NEC (National Exhibition Centre) Arena in Birmingham is to have a new look and name after receiving a £28m (US $56m) funding package from electronics company LG.
The venue, which will be renamed the LG Arena, is part of the NEC Group, which comprises The National Exhibition Centre, The NEC Arena, The National Indoor Arena and The International Convention Centre.
With the NEC Group contributing $4 billion to the West Midlands economy and supporting 29,000 jobs, the importance of keeping facilities up-to-date was of paramount importance, according to managing director of arenas and associated business at The NEC Group, Phil Mead.
"We are currently seeing the continuation of an unprecedented level of buoyancy in the UK domestic arenas industry," he said.
"This increase across all sectors of the market means that it is more important than ever to remain one step ahead of our visitors' expectations, whether they are those of the audience, promoters, artistes, or contractors, providing them with a fresh, modern, cutting-edge venue," he added.
The deal with LG will transform the 28-year-old NEC Arena into a 21st century destination, while developing The NEC Group's ethos of running the venues where visitors can come to discover the future, Mead said.
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The new design, which will see the capacity of the arena rise from 12,000 to 14,000, will also boast flexible seating and draping systems in order to provide more intimate theatre-style configurations.
"The redevelopment improves the quality of seating, hospitality and other essential customer facilities as well as improved backstage areas, and will make the LG Arena a 'must-visit' destination," Mead said.
There were also significant steps taken by the NEC Group to ensure the venue's green credentials, according to Mead.
"Best practice design is being adopted for the new arena, which will reduce the carbon emissions compared with the existing arena and forum," he concluded.
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