Stoke-on-Trent City Council is exploring proposals for a new ‘mid-sized’ music venue as part of a plan to attract visitors to the city.
Plans to include a 3,600-capacity indoor arena in the Etruscan Square development in Hanley were scrapped in September 2023 when council leader Councillor Jane Ashworth described it as ‘not a realistic proposition’.
But now council leaders are considering recommendations from two reviews into the city’s venues and cultural offering, which both identified a gap for a mid-size venue, similar to Manchester Academy, which has a capacity of up to 2,600.
One review was carried out by local music promoter and concert organiser Mike Lloyd OBE and the second by marketing and events consultant Kerry Endsor.
The Endsor review, which was part of the £373,000 City of Imagination programme, funded by the UK Shared Prosperity Fund, recommended using existing heritage buildings to fulfil requirements, while the Lloyd review recommended a flexible hall with seating of up to 1,000.
A report to the council’s cabinet, which will be considered on Tuesday, 14 January, states the Lloyd review’s proposal is ‘unlikely to be achievable in the footprint of Etruscan Square’ and is ‘therefore likely that a new build will be required and a site should be earmarked for this development in the context of the new city centre plan.’
The council has said that the specification needs to be worked up before any locations are considered.
Referring to the Lloyd review, the report to cabinet adds: “This is very different from the previous proposal of an arena to be incorporated in Etruscan Square and further work will be required to determine the size, specification and location of a new venue. The report also notes that the development of a new leisure centre may need to be considered for the city.”
The council is now set to explore how some of the city’s existing buildings, such as the Spode China Hall in Stoke, could be brought into use for events, as well as making use of the city’s parks and green spaces.
The reviews also highlighted work needed to bring existing venues, such as the King’s Hall in Stoke and the Victoria Hall in Hanley, up to the standards required by tour operators and event organisers, including new lighting and sound equipment and refurbished dressing rooms.
The cabinet report also suggested that a working group should be set up to make staging events in the city more straightforward.
It states: “Hosting events in Stoke-on-Trent can be very complex, often taking several months before even the most basic details are agreed. Venues compete against each other and there appears to be little consistency in offer, even among venues that are managed by the council.
“There are also very few incentives for event promoters to bring events and artists to the city. It is therefore recommended that a working group be established, with the different venue operators across the city coming together to take collective ownership of the event proposition in Stoke-on-Trent, to standardise processes and potentially drive collaboration.”
Cllr Ashworth, cabinet member for strategy, economic development, culture and sport, and leader of Stoke-on-Trent City Council, said: “This is an exciting opportunity to develop and deliver on a new vision to significantly enhance the entertainment and cultural offer in our city.
“Whether this is the enhancement of existing and historic venues, the construction of a new venue – or a mix of both – it has the potential to unleash Stoke-on-Trent’s potential to be a major music and events destination, attracting musicians, events and audiences from further afield while tapping into our rich and diverse cultural offer.
“Of course, we cannot do this alone – which is why we will be looking to set up a working group involving venue operators from across Stoke-on-Trent, so they can play a vital role in driving this forward.
“I would also like to thank both Mike and Kerry whose comprehensive reviews and recommendations have laid out firm foundation stones for us to build on.”
