Exciting plans to amplify city’s potential to become live music and events destination

Stoke-on-Trent could get a new mid-sized music and entertainment venue as part of an exciting plan to make the city a live events destination.  

The city council is set to include the ambitious vision in its new City Centre Plan, which will bring about a long-term transformation of Hanley over the next 10 to 15 years. It would also replace the previous plan for an arena, based at the Etruscan Square regeneration site, which was declared undeliverable. 

Meanwhile, the council will also look at how some of the city’s existing buildings can become events spaces, such as the historic China Halls at the Spode site, in Stoke, and further utilising the city’s parks and green spaces. 

It would also look to bring operators of existing venues together in a new working group, with a mission to make it easier and faster to put on live events.  

The plan would also ensure extra measures are put in place to protect and enhance established venues and improve opportunities at key locations - such as the King’s Hall.  

The proposals, which come as the city gets set to celebrate its centenary with a series of events, will be considered by the council's cabinet on January 14.  

They come in the wake of two reviews that were commissioned to identify challenges and opportunities for the cultural economy. Together they looked at what venues already exist and how well they satisfy existing and potential future demand.  

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 latter as part of the £373,000 City of Imagination programme, funded by the UK Shared Prosperity Fund.  

The reviews noted Stoke-on-Trent had unique advantages which made it perfectly poised to benefit from a renewed interest in big gigs and events - including a "rich tapestry of cultural venues" for events with an audience of more than 200 people.  

Both studies also identified a gap for a mid-size venue, similar to Manchester Academy, which could have a capacity of up to 3,000.  

The Endsor review recommended using existing heritage buildings to fulfil requirements and the Lloyd review recommended a flexible hall with seating of up to 1,000.  

The Endsor review also looked at events as well as venues, noting that while Stoke-on-Trent already had a "wide and diverse" programme, the city had the potential to go even further.  

Councillor Jane 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.”