FlyDSA Arena aims high with ‘one million’ ambition
The partnership with DSA is the perfect synergy. Dominic Stokes, head of SIVLive
THE MANAGEMENT at Sheffield’s FlyDSA Arena are aiming to hoist it into the top tier of UK entertainment venues by attracting a million people to its events in 2019.
The arena, which was rebranded from the Sheffield Arena when Doncaster Sheffield Airport (DSA) sponsored it in September 2017, has had a highly successful year, hosting blockbuster shows and sporting fixtures.
Singer Sam Smith opened his first-ever world tour at the venue, and Katy Perry, The Vamps and comedian Michael McIntyre all packed it out.
It has also just signed a new five-year deal with the Sheffield Steelers ice-hockey team, which is based at the venue.
Dominic Stokes, head of events company SIVLive, intends to build on that success.
”This year the aim was very simple,” he said. “We have set out to put the FlyDSA Arena front and centre in our customers’, clients’, partners’, event promoters’ and organisers’ minds.
“Over the past couple of years, we have hosted nearly 75 per cent of the biggest acts and productions that have toured the UK at the venue.
“Next year, the phenomenal line-up of top-flight events just keep on coming and I have set the ambition of getting a million people through our doors.”
He added: “The partnership with DSA has grown and developed over the past year and is the perfect synergy.
“We are a major inward tourism attraction in this region for domestic and international business and leisure clients and who better to facilitate and ensure our customers can get to and from the region than an airport like DSA.”
Acts confirmed for 2019 include Ariana Grande, Little Mix, The 1975, X Factor Live Tour, Bryan Adams, George Ezra, Take That, Mumford & Sons, Olly Murs and Westlife.