SMG EUROPE IS ON A ROLL

International growth is at the forefront of SMG’s future plans. In June 2017, SMG announced management of what will become the largest convention center in the world, Shenzhen (China) World Exhibition & Convention Center, 4.3 million sq. ft. of exhibition space under one roof.
In Europe, they will open two new arenas over the next few years, Bristol Arena to the west of London, which is being developed with Live Nation and opens in 2020, and Hull Arena in the north of England, opening in 2018, said John Sharkey, SVP, SMG Europe.
The new Aberdeen (Scotland) Convention Center, which SMG was selected to manage along with the existing venue, opens in 2019.
And in January 2015, SMG acquired CGC Catering and Events. “That was a big acquisition for us. They look after a number of racecourses,” Sharkey said. SMG combined its existing venue beverage business with CGC. Typically, food is rolled into management in contracts in Europe.
“Basically from Hull to Aberdeen to Bristol, we’re on a roll,” Sharkey said.
It was just 17 years ago that acquisition of Ogden Entertainment opened up the European market for SMG. Since then, SMG has added to that core group, including Leeds Arena in England. They also manage three arenas in Poland and one in Germany.
While the UK is a fairly mature venue market, SMG is always looking for opportunities, Sharkey said.
“We’re absolutely focused on making sure we don’t have a U.S./U.K. division. We are one company. I work closely with Gregg [Caren] and Doug [Thornton] and Shaun [Beard] for a collective approach across the businesses. It lends itself well to walk in matrix,” Sharkey said.
Content is always the driver, whatever the country the venue serves. Boxing is a strong product throughout the U.K. venue market, Sharkey said. Boxing has grown as a result of venues investing in and showcasing the sport. “There is great appeal for young people to go into boxing because they see idols in big arenas,” Sharkey said.
Watershed moments for venues in Europe started when the Millennium Dome was  “republished as an arena (02 Arena), Wembley was republished, and new venues opened in Liverpool and Leeds; Belfast was significantly republished, new arenas opened in Glasgow, then two new venues in Aberdeen and Bristol,” Sharkey said.
The business was there, but adding the new arenas has changed the whole experience. “What you’re consuming has changed,” Sharkey said. He’s confident SMG Europe has a bright future.
The European marketplace is made up of modern and more dated venues; it’s not about a big hall with a big capacity. In these ever changing days, there’s a lot more competition for consumer spend and Sharkey understands that the company has to give that audience an experience they want to consume so they’ll come back and see more.
“We’re looking at kids multitasking, watching TV, on Facebook, texting, immersed in a connected world,” he said. “We have to work out what people want to consume going forward. We are in a world where people seem to want to be connected 24/7.”