Gemma Vaughan steps up at AO Arena

Image: AO Arena

ASM Global has promoted Gemma Vaughan to acting general manager of AO Arena in Manchester, UK.

IQ Magazine said Vaughan, who takes on the role with immediate effect, joined ASM Global in 2023 as sales and marketing director at AO Arena.

The 23,000 capacity Manchester Arena (currently known as the AO Arena for sponsorship reasons) is an indoor arena in Manchester, England (UK), immediately North of the City Centre and partly above Manchester Victoria Station in air rights space.

Vaughan previously held roles at Live Nation, Cuffe & Taylor and Manchester’s Escape to Freight Island.

During her 14-year career, she has worked as a promoter and marketer, and supported artists such as Faithless, Cliff Richard, Mariah Carey and Britney Spears.

Since joining ASM, Vaughan has been involved in the re-imagining of the AO Arena with the launch of The Mezz, the UK’s first celebrity chef restaurant and bar experience inside a live music venue.

Vaughan takes over from Jen Mitchell, who has managed the AO Arena since 2022.

Chris Bray, president of ASM Global Europe, said, “The AO Arena is embarking on another year of unprecedented demand. Gemma has a wealth of understanding of the wider UK music business and the needs of the local Manchester market.

“Through her work at the forefront of the recent £60m reimagination of the arena, she has demonstrated her passion for this brilliant city, its cultural footprint and our ambition to deliver the ultimate in live entertainment experiences to the people who live here. It’s a very exciting time for the venue and for the city.”

In January 2024, AO Arena announced the completion of its £60 million redevelopment, as well as the extension of its naming rights partnership.

The arena’s overall experience has been enhanced with improved acoustics and sightlines. The artistes’ experience has been upgraded with an all-new backstage artiste compound complete with a private kitchen.

The venue also boasts a multitude of new bars and food offerings including The Mezz restaurant and bar featuring a menu which includes some dishes created by Michelin-star Chef Simon Rogan and Chef Tom Barnes of Skof.

As a result of the redevelopment, the arena’s capacity has increased to 23,000, reinforcing its place as one of Europe’s biggest indoor venues.

The arena, which welcomes more than one million people to the venue annually, is set to host events with Peter Kay Live, Chris Stapleton, Becky Hill and Les Misérables.

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