Features
NIA Gets
Go-Ahead For Refurb
Birmingham’s
Taking advantage of its unique location on the city’s canal side, the improvements will include a new showcase entrance straight from Brindleyplace into the arena, with large glazed views over the water and the city.
“This decision will allow us to ensure that the NIA remains a world class venue, and one that complements the already impressive architecture in the west of the city, including the library, the ICC and Brindleyplace,” explained Birmingham arenas director Phil Mead.
“Whilst the NIA is a key national as well as regional venue, it has been over two decades since any modernisation has taken place, and unfortunately this once great building is showing its age and needs improvements.”
The work is set to get under way later in the year and will include improved facilities and a much greater emphasis on both the pre- and post-show experience. The flow within the venue will be made much easier, increasing the ease of access and comfort.
When the refurbishment of the central Birmingham site is completed, it is proposed the venue will be known as the NIA, A Barclaycard Unwind Experience – underlining Barclaycard’s commitment to providing enriched entertainment experiences for its customers.
The news follows the recent announcement of a five-year sponsorship deal between the NEC group and Barclaycard, which will become the payment partner for The Ticket Factory, the LG Arena, the National Exhibition Centre as well as naming rights partner at the National Indoor Arena.