The venue’s success is set to accelerate following the announcement in December 2025 that Legends Global will invest £65m in a major transformation of the arena. Plans include increasing capacity by 20%, upgrading premium lounges, artist facilities, concourses, and technology systems, and creating new fan experiences. Work is scheduled to begin in 2026, with the arena remaining open throughout.

Ahead of her presentation at the Arenas Operators and Developers World Summit in Birmingham (10–11 February), James shares how “resourceful arenas” can outperform larger competitors, the operational practices that drive success across diverse events, and her vision for the future of fan-focused live entertainment.

What do you see as the biggest competitive advantages that established arenas like Utilita Arena Newcastle can leverage today?

“I think our biggest advantage is the local feel, expertise, and quality of service. Our building may not be the newest or shiniest, but the welcome is warm and friendly, and we go above and beyond to ensure touring productions – artists, crew, promoters – have a great experience with us. We aim for an “everything is possible” approach, using creativity and a Geordie welcome to be a reliable, easy venue to work with.

“As a 30-year-old venue, we also have an experienced team. Many have been with the arena for years and are local to the Northeast, so they know the building and the local market inside out. Ultimately, it’s about ticket sales for tours and fan experience – focus on those, and you can win.

“Legends Global’s recent £65m commitment will enhance these advantages, with upgrades across the venue, including a 20% capacity increase, refurbished artist and backstage areas, improved concourses, world-class premium lounges on a new mezzanine floor, a VIP entrance, and the latest technology to enhance acoustics and service speed.”

You’ve had a global and diverse career. How have those experiences shaped the way you lead a modern, multi-purpose arena?

“My career has taught me to be both strategic and reactive, and how to thrive in challenging environments. I’ve worked in theatres, arenas, and stadiums in the UK, Middle East, and New Zealand. Theatre taught me about commercial development and working around a show; the Middle East was a lesson in adaptability during a blockade, and running my own business in New Zealand gave me first-hand experience managing a team, operations, and commercial outcomes.

“These experiences cemented my “lead by example” approach – staff know I’ll step in wherever needed, and they allow me time to work on strategy. Legends Global has also invested in my leadership development, helping me evolve alongside the business and the team. These lessons are particularly valuable as we prepare for the next phase of refurbishment.”

Since becoming General Manager in 2023, you’ve delivered sell-out nights for artists like Sam Fender, Girls Aloud, and Kylie. What strategies help a venue without a massive budget continue attracting top-tier touring talent?

“Our central programming team is critical; they do an amazing job booking shows. In 2025, we had the busiest event year since 2017. Beyond booking, we focus on continuous improvement and thinking creatively. For example, presenting a toilet refurbishment as an ROI opportunity.

“We also prioritise marketing and fan engagement. Newcastle is a smaller market, so we work hard to attract audiences. Last year, audience growth across all channels was up 74%, adding 12,968 new followers. Engagements rose 33%, reaching one million, and we had 25.9 million impressions. Ensuring events sell tickets is key to attracting tours and supporting the wider promoter and artist ecosystem.”

The Utilita Arena Newcastle recently completed a £1.75m refurbishment to mark its 30th anniversary. What impact has it had on guest experience and commercial performance?

“We focused on facilities across the venue. Washrooms were refurbished, which improved the experience for concertgoers and made the arena more attractive for conferences and dinners. Artist areas, crew dining, and lounges were upgraded to make touring easier.

“Commercially, we enhanced Suites and Premium spaces and created a GA Plus experience, which has improved ticket sell-through rates and boosted conference and events bookings. A new kitchen allows for larger and better catering options, from corporate dining to live event food. We employed a permanent full-time Head Chef for the first time in the arena’s history, directly impacting commercial performance.

“The refurbishment also allowed us to reintroduce ourselves to fans and the industry, setting out our future commitments. The arena is looking better than ever in its 30th year.”

Can you share a specific example where being “resourceful” helped the arena outperform larger competitors?

“Our goal isn’t to outmanoeuvre competitors, but to deliver the best event for stakeholders. In 2023, Tom Grennan’s show sold out at a smaller venue, and we helped the promoter move it to our arena. We sold it out, giving fans another chance to see him while supporting the promoter.

“Another example: after an internal awards ceremony, I was negotiating a third night for a show while the team was on the bus back. The promoter said if we could put it on sale within an hour, the date was ours. Every team member jumped in, and we delivered, beating another arena to the booking. It was a testament to teamwork, speed, and resourcefulness.”

You oversee a broad range of events: music, sport, live shows, TV productions, corporate events. What operational practices enable consistent delivery?

“We treat every event individually and spend time developing relationships with touring teams. We regularly review operational documents to ensure they’re practical. Weekly meetings with contractors and staff are crucial to debrief and plan upcoming events.

“Communication is key, backed up by SOPs. Casual teams, especially F&B and security, have a big impact on fan experience, so we invest in training and engagement. Fan feedback is central to shaping operations.

“The arena itself is highly versatile, allowing rapid turnarounds. One week, we transitioned from the Hot Wheels Stunt Show to a standing Deacon Blue gig, then a seated John Bishop comedy show, a standing show for The Kooks, and back-to-back Busted and McFly concerts. All of this with a full-time team of 28 shows remarkable dedication and organisation.”

Looking ahead to 2026 and beyond, what innovations or operational shifts will define the next era of “resourceful arenas”?

“Fan-first experiences are a priority – we aim for dynamic offerings that reflect the audience for each event. Local partnerships support resourcefulness, helping us achieve more with smaller budgets.

“There’s also growing demand for inclusivity and accessibility, which challenges older venues to innovate with space. Selling tickets creatively to encourage promoters to book regional arenas over larger venues will remain crucial.

“Supporting the next generation of artists is key. Initiatives like our Live Since 95 lounge provide paid opportunities, backstage access, marketing support, and free parking and meals. This helps artists develop locally without relocating south. Finn Foster is a recent example, performing in the lounge before supporting Stereophonics on the main stage.

“The £65m investment starting in 2026 will further enhance capacity, technology, and guest experiences, ensuring the arena remains Newcastle’s premier live entertainment destination.”

The Arenas Operators and Developers World Summit will be hosted at the NEC in Birmingham, UK, from 10-11 February 2026. Book your delegate pass today by clicking here.

Left: A rendering of the new dedicated VIP entrance being developed as part of Legends Global's £65m investment