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SPEAKER PREVIEW: Mercedes-Benz Arena – A changing focus, partners, promoters and patrons
Tuesday, April 17, 2012
Delegates at TheStadiumBusiness Summit 2012 will be given an exclusive insight into the opening of a new sports and entertainment venue in China this May; with Guy Ngata, General Manager of the Mercedes-Benz Arena the latest leading venue industry executive to join the international speaking line-up in Turin.
One of five venues shortlisted for the 2012 Venue of the Year Award at TheStadiumBusiness Awards, The Mercedes-Benz Arena seats up to 18,000, across six levels, and boasts, 82 suites an 800 seat club The Mixing Room & Muse, 6 Movie theatre Cineplex, public ice skating rink and 20,000 sq meters of mixed retail space.
Opened in Shanghai in 2010, the Arena entertained over 8 million visitors over 184 consecutive event days during Expo 2010 before commencing commercial operations.
And the venue has since established itself as a ‘365-day-a-year live entertainment & lifestyle destination’; redefining the venue industry in China, with its luxury suites and its first-class amenities on par with the finest entertainment venues in the world.
Guy Ngata, General Manager will join the programme as a Guest Speaker on Day 2 of TheStadiumBusiness Summit, to share the story of the Mercedes-Benz Arena – and its from progression through a global event into a sustainable and profitable commercial venture.
“We’ve got a really great story to tell, from the pressures of being involved in such a massive scale, Government event in Expo, through to our transition into the commercial operation of the Arena, and some of the complexities involved with that,” explains Guy.
“We’ve also got some unique commercial relationships with the building; including our naming-rights partner Mercedes Benz. And I’ll be discussing some of our partner perceptions of the Arena a year after we opened commercially.”
“I look forward to sharing the successes we’ve achieved at the Mercedes-Benz Arena, and the lessons we’ve learnt, with my industry colleagues and peers at TheStadiumBusiness Summit this May.”
Guy moved to Shanghai from his native New Zealand in February 2010 to head operations at Mercedes-Benz Arena – a move he describes as “a challenge and a career defining opportunity that provides tremendous motivation.”
“China is the focus of the world’s business communities,” continues Guy. “And the facility management and entertainment industries share that focus.”
“It’s not just about coming to see an event; it’s how patrons expectations can be changed and then exceeded and how sponsors can take the opportunity to align with the growing entertainment market in China and the government’s focus on cultural diversity.”
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ABOUT THE SPEAKER: New Zealander Guy Ngata, 37, is the General Manager of the Mercedes-Benz Arena, and the General Manager of the arena management company AEG-OPG Culture & Sports Co., Ltd. His track record in staging major events has ranged from concerts by many of the world’s leading concert artists to international basketball, boxing, netball, Rugby Union Matches, stage shows, music awards and other major gala events. He now brings this vast experience to the Mercedes-Benz Arena, with a commitment to establish the venue as China and the world’s premier performance stage.
Guy is a former Coaching Manager for the Auckland Rugby Football Union where he formed his passion for live entertainment and sporting activity. He was subsequently Operations and Events Manager for Trusts Stadium during the venue construction and implementation stages in Auckland and, prior to moving to China, Director of Operations and then CEO of the Vector Arena – New Zealand’s largest indoor multi-purpose arena and the jewel in Auckland’s entertainment crown.
Born in Auckland, New Zealand, Guy has a Sport and Recreation degree. He also completed post graduate studies in PR and Communications. In November 2011, Guy was honoured the International Executive in Sport & Entertainment Award for 2011 from the Sport, Entertainment and Venues Today conference. And under his leadership and management, Mercedes-Benz Arena was awarded as 2012 Best of the best, China Live Performance Venues.
