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New hospitality lounge launched at Arena Birmingham

A new hospitality lounge offering panoramic views across Arena Birmingham has been launched.

Premier Lounge has its own bar, balcony seating and at-seat ordering from an informal menu designed by award-winning Amadeus chefs.

The contemporary lounge has been launched by the Arena's hospitality arm, Amplify. Each membership purchases access to one seat for 20 performances, perfect for live event lovers wanting to experience shows and performances in style.

Members will also receive exclusive offers, courtesy of Amplify, and have the unique opportunity to personalise their experience by putting their name or company name on their very own seat.

In-house caterers Amadeus will serve up an extensive range of drinks including cocktails, alongside a range of deli-style platters – all available to order without leaving your seat.

The concept of Premier Lounge was devised by 'students' on the NEC Group's Talent Programme, a 12-month development programme. The group was brought together as an apprentice-style team and challenged with coming up with an idea that would develop Arena Birmingham's hospitality offering, which led to them creating Premier Lounge.

Sally Walder, general manager of Amplify, said: "We are thrilled to be able to extend our hospitality offering at Arena Birmingham with the new Premier Lounge.

"Over the past year Amplify has been in incredibly high demand, particularly with members who are looking for an exciting alternative to traditional corporate hospitality, and we hope the Premier Lounge will appeal to those looking for a more relaxed experience but in a premium setting.”

Premier Lounge annual membership is priced at £2,500 + VAT. For more information, visit

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