A rendering of Brussels National Arena/Palais 12. (Photo by Alliage Architectes)
Already a popular gathering spot in Europe, Brussels (Belgium) Expo is about to get even busier with opening of the Brussels National Arena in June. The renovation of Palais 12 exhibition hall into a 15,000-seat arena is on budget €20 million ($26 million) and on time (with a four-month construction turnaround).
Now it is looking for even further success with a support services agreement with AEG Facilities-Europe, which includes sponsorships and bookings.
The venue is being referred to as Brussels National Arena/Palais 12, or locally as 012, one of 12 halls that was enhanced for the World Expo in 1958 and originally built for the world’s fair in 1935. Since 1936, when the city government began seeking uses for the world’s fair legacy venues, the complex has been privately managed by Brussels Expo and owned by the city.
Now, it is about to be site of the largest arena in Belgium at 15,000 seats. The renovated Palais 12 is, in truth, a €60 million ($77.6 million) project, given the value of the land, existing structure and parking, said Denis Delforge, Brussels Expo CEO. The renovation was paid for from operating surpluses.
Brussels Expo draws about 3 million visitors annually to 100 events a year, Delforge said. Two annual events, the boat show and the real estate fair, use all 12 halls, and that will continue to be the case. But most exhibitions and trade fairs, especially during the holidays, close at 6 p.m., leaving plenty of availability for the 80-100 concerts and events a year Delforge expects will be booked in the arena.
Since the 02 opened in London under AEG seven years ago, AEG Facilities has looked upon Belgium as a great opportunity, said Brian Kabatznick, VP of business development for AEG Facilities-Europe. Converting Palais 12 into an arena makes perfect sense.
AEG Europe is already talking to Feld Entertainment, Cirque du Soleil and WWE, Kabatznick said. Delforge added that there are a couple of big concerts also nailed down, but none will be the grand opening event due to routing and seasonal concerns.
Delforge listed several things that will make Palais 12 stand out as an arena. Because it is a retrofit and to better serve the customer, it will have a large lobby area, which is actually a new building attached to the existing exhibit hall, complete with concessions and other amenities. “It will redefine the benchmark for our business, which is welcoming people,” Delforge said.
VIP seating will also be different. Rather than building suites, Brussels Expo opted to designate a 500-seat VIP area, with a table between seats for easy socializing and eating, but without walls separating “rooms.” The VIP ticketholders will then have access to a private gathering space behind the seating section with bars and restaurants and restrooms.
Tickets will be packaged, but there will be no VIP seats sold on an annual basis with monies kept by the venue. Monies from the VIP tickets will be split with the promoter, as is the rest of the house, Delforge said. The vision is that corporations can buy 60 tickets or two tickets by event, according to the appropriateness of the entertainment to the company’s target demographic. European promoters like that concept, Delforge said.
Of course, some tickets will be packaged with sponsor deals, he said, something Brussels Expo and AEG Facilities are refining as they begin seeking support. AEG Facilities will assist in all premium seating sales under the agreement. AEG will also provide operating support, but Kabatznick said there are no AEG staff on site permanently.
“I think we will change the business model,” Delforge said of the VIP experience.
Architect for the project was a local firm, Alliage. Delforge said work on the project began in August 2011, but the majority of construction was squeezed into a four-month window between big shows.
The first big concert will be by a French singer, Mylene Farmer, Nov. 13, 15, 16. Bookings also include Robin de Bois, May 9-10, 2014, and Tokyo Ballet, May 16-17, 2014.
Brussels Expo has 12,000 parking spaces and is centrally in the heart of Europe. Located near the King Baudoin Stadium, Brussels National Arena, Palais 12, will reach the entire Belgian population and will showcase Belgian, French and International artists, sporting events and family shows, as well as other exhibitions and special events.
Brussels has been in AEG’s plans since initial discussions about building a new national arena commenced in 2007-2008. That prospect is still in the offing, but will not be likely before 2020-2025.
Kabatznick said AEG Facilities Europe now operates or supports 24 buildings, compared to 10 when The O2 opened in London in 2007.
Interviewed for this story: Denis Delforge, + 32.2.474.85.56; Brian Kabatznick, +44.208.463.2190