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ASM Global To ‘Elevate Fine Dining Offering’ At UK Venues
ASM Global announced a culinary partnership with chefs Simon Rogan, owner of UMBEL Restaurant Group, as well as Tom Barnes of soon-to-open Manchester restaurant Skof.
The first assignment will be the launch of The Mezz, a premium bar and restaurant space for AO Arena Manchester, which is currently undergoing a £50 million ($63 million) redevelopment.
But ASM Global’s food and beverage strategy will eventually be rolled out to enhance the guest experience across all of its UK portfolio, which also includes first direct Arena (Leeds), OVO Arena Wembley, P&J Live (Aberdeen), Utilita Arena (Newcastle), Connexin Live (Hull), as well as the York Barbican, and York Racecourse.
“Launching with The Mezz at AO and then across the wider portfolio, the partnership will see the introduction of quarterly seasonal dishes, menu curation, regular appearances from Simon Rogan, and chef Tom Barnes throughout the year, and access to produce from Simon Rogan’s farm, located under two hours from Manchester, close to his restaurants in the Cartmel Valley, further driving the importance of food provenance and sustainability,” the press release announcing the culinary partnership states.
Members of The Mezz will be given exclusive pre-booking access across the UMBEL Restaurant Group, including Skof.
See: ASM Global Hires Culinary Director & Head Of Procurement
Chris Bray, president of ASM Global Europe, commented, “We are truly so excited to be launching this innovative concept and partnership with UMBEL. There’s nothing like this in UK arenas right now, so we’re incredibly proud to be setting the standard in F&B innovation, alongside some of the UK’s most exciting fine dining experts. We believe our customers deserve the best, and we’re always exploring new ways to do just that, reimagining what live entertainment experiences look like, including the food and beverage that’s available. As the AO Arena looks to a milestone year, opening The Mezz in March, this new partnership with Simon, Tom, and UMBEL Restaurant Group will no doubt take it to the next level.”
Simon Rogan MBE, chef and owner of UMBEL Restaurant Group, added, “UMBEL is excited to embark on this partnership and to work alongside ASM by means of elevating its premium F&B offering at Mezz. Working alongside Tom Barnes, who has been a key part of my team for many years, we are looking forward to introducing special seasonal menus which champion natural ingredients and sustainability, whilst using ingredients from my farm in the Lake District.”
Tom Barnes said, “Our involvement with ASM and The Mezz enables us to share the UMBEL philosophy with a wider audience. Manchester is my favorite city in the UK, and now my new home as I also prepare to open Skof in the N.O.M.A district of the city in the springtime, so I am proud to be a part of the city’s exciting food and drink scene in more ways than one.”
Sam Ward, Managing director of UMBEL Restaurant Group, added, “We didn’t hesitate at the opportunity to team up with ASM, and to work alongside the team at Mezz to elevate its F&B offering, and particularly as the UMBEL group begins to establish a presence in Manchester. We look forward to building many valuable relationships within this fantastic city and to future projects ahead.”
Stephen Cooper, Vice President of Food and Beverage at ASM Global, commented, “It’s simply fantastic to be partnering with UMBEL, Simon and Tom. From the opening discussions it was clear that we share the same passion for delivering World class culinary experiences, evolving the customer journey as it adapts and moves with trends and guest behaviour. I know I speak for the entire team when I say this is a game-changer for food and beverage in live event venues starting in Manchester with The Mezz and Skof, this unique venue and restaurant collaboration is a market-leading industry first!”