New Premier Lounge

15 May 2019 Cherry Shaw
Placehold Image

Arena Birmingham has launched a new premium hospitality lounge, Premier Lounge. Brought to you by the Arena’s hospitality arm, Amplify, the new contemporary lounge has panoramic views across Arena Birmingham, its own bar, balcony seating and at seat ordering from an informal menu designed by award-winning Amadeus chefs.

The concept of the Premier Lounge was devised by ‘students’ on the NEC Group’s Talent Programme, a 12-month development programme for emerging leaders within the business. The group was brought together as an Apprentice style team and challenged with coming up with an idea that would develop the Arena’s hospitality offering, which led to them creating the Premier Lounge.

Communications Manager, Becky Humphries said: “I was proud of what we achieved, regardless of it becoming a reality, as we all worked extremely hard on the project.  To find that the Board were taking our idea forward was a very proud and rewarding moment and I’m thrilled to be at the launch this week. The Talent Programme really helped me grow in my confidence and abilities and as a result, in December 2018, I was promoted as lead for the PR for NEC, ICC & Vox venues.”

Charlene McCalla, Purchasing Manager for Amadeus said: “I’m extremely proud that a team of six from different parts of the business were able to create and present a business case that the Board that they not only took seriously, but were also willing to explore further to turn our idea into a reality. All of which we managed on top of our busy day jobs! I’m so thrilled that the new Premier Lounge is actually opening this week!

“I have been extremely lucky and was promoted twice following completion of the programme, firstly into a newly created role of senior buyer, and then later last year I was promoted to Purchasing Manager, heading the buying team for Amadeus.”

Placehold Image

Each membership for Premier Lounge purchases access to 1 seat for 20 performances, making it the perfect choice for corporate entertainment or live event lovers who want to enjoy their experience in style.

Arena Birmingham is one of the busiest indoor entertainment venues in the world, offering the choice of more than a hundred events a year in which to use a Premier Lounge membership, spanning music, sport, comedy, and family entertainment.

Members will also receive exclusive offers courtesy of Amplify and have the unique opportunity to personalise their experience by putting their name or company name on their very own seat.

In-house caterers Amadeus will be serving up an extensive range of drinks including a selection of cocktails, alongside a range of deli-style platters –  all available to order without even leaving your seat, so you won’t miss a moment of the show.

Sally Walder, General Manager of Amplify, said: “We are thrilled to be able to extend our hospitality offering at Arena Birmingham with the new Premier Lounge. Over the past year Amplify has been in incredibly high demand, particularly with members who are looking for an exciting alternative to traditional corporate hospitality, and we hope the Premier Lounge will appeal to those looking for a more relaxed experience but in a premium setting.”

Amplify recently won the prestigious accolade of  Greater Birmingham Chambers of Commerce Business of the Year at this year’s awards ceremony. The six-strong team were praised for their “mindset of continuous improvement” and the award judges were impressed by their growing performance from modest beginnings.

For more information, please visit