At AO Arena, premium experiences are built around more than great seats. From the moment a guest discovers an event to the moment they leave the building, every detail matters.
We spoke with Vikki Allen, Head of Premium Seating and Hospitality Development, about her journey across sport, travel, entertainment and hospitality; the teams behind a seamless guest experience; and why flexibility and personalisation are shaping the future of premium live events.
Work Life
What has been a career highlight for you?
“There have been lots of highlights, but one of the most rewarding parts has been seeing how premium hospitality at AO Arena has evolved. Being part of helping shape that journey, from the commercial strategy through to the experience guests receive on the night, is something I am proud of.”
What does collaboration look like in your role?
“Collaboration is central to what I do. Premium touches almost every part of the arena, so success depends on sales, operations, ticketing, food and beverage, marketing, finance, our wider venue teams and our partners all working to the same goal. For me, the best collaboration happens when everyone is focused on the guest rather than an individual department. We all have a different part to play but, ultimately, we are trying to create a world-class experience from the moment someone books until they leave the building.”
What is your favourite thing about working at AO Arena in Manchester?
“The variety. No two days are the same and no two audiences are the same. Manchester has such a strong identity and passion for live entertainment, and being part of a venue that sits right at the heart of that is incredibly special.”
What has been a moment that reminded you why you do what you do?
“It is often the little moments rather than one particular event: seeing someone walk into the arena and knowing you have helped make their night special. Whether it is a client entertaining important guests, someone celebrating a birthday or a fan who has been waiting years to see their favourite artist, premium is ultimately about creating memories. When you see that reaction, it reminds you why the details matter.”
Partnerships and Ticketing
How has Ticketmaster helped AO Arena deliver events to fans?
“Ticketmaster gives us a platform that fans already know and trust while helping us manage a huge range of events and customer journeys. The ability to keep tickets, event information, updates, transfers and resale within one ecosystem makes the experience much easier for fans. From our perspective, reliability is incredibly important when delivering events on this scale.”
What excites you about the Ticketmaster and AO Arena collaboration?
“For me, it is the opportunity to connect the ticketing journey with the overall guest experience. Premium should not feel like a separate transaction. It should be part of the journey: discovering an event, booking, preparing for the visit and ultimately arriving at the arena.”
The Future of Premium
Where do you see the premium landscape heading?
“Flexibility and personalisation are becoming increasingly important. We are seeing a move towards customers wanting to choose how they experience an event rather than being given one fixed package. This could mean a premium lounge, great food, a private suite, exceptional seats, fast-track access or a combination of those things. The exciting part is creating an experience that feels personal to the guest.”
What makes premium seating and hospitality worth it to fans?
“For me, it is about more than the seat. You are buying time, convenience, service and memories. You are taking away some of the stress of the evening and adding something that makes the whole experience feel special. Whether that is walking through a dedicated entrance, enjoying a drink before the show, having great food, being looked after by a host or knowing you have one of the best views in the house, the aim is for guests to think: ‘I’m really glad we did that.’”
How important are membership, exclusivity and personalised experiences becoming for premium guests?
“Very important. Premium customers increasingly want to feel recognised rather than processed. Membership gives us the opportunity to understand what people value and create a relationship with them over time.”
“Our Mezz membership, for example, combines premium seats with access to the bar or restaurant, while Globe is designed as a more flexible membership across the arena’s VIP spaces. We have also launched AAA: Access All Arenas, which gives members flexibility and choice across our UK venue portfolio through one investment and one point of contact. It is exciting to see the interest in it.”
About Vikki
Tell us about your path into live entertainment.
“My career has taken me through some brilliant experiences across sport, entertainment, hospitality and commercial sales, including Eurostar, Manchester United and now AO Arena. What has connected all those roles is people: understanding what customers want, building relationships and then making sure you deliver on the promise you have made.”
“That experience has been extremely valuable in my current role because premium is not simply about selling something. You must understand the customer, the commercial opportunity and the operational reality of delivering it.”
What advice would you give to someone looking to work in live entertainment?
“Say yes to opportunities, be curious and learn every part of the business you can. Do not become too focused on your job title. Some of the best career opportunities come from being willing to understand what the person next to you does and how all the different pieces fit together. Be yourself: relationships are incredibly important in this industry.”
What advice would you give to your younger self?
“Trust yourself more. You do not need to have everything figured out. Work hard, take opportunities when they come and do not be afraid of change. Most importantly, do not underestimate the value of being kind. People remember how you made them feel.”
Premium at AO Arena
AO Arena offers a range of premium experiences designed around different ways to enjoy live events:
- The Mezz – the flagship experience, combining a luxury bar and restaurant, premium padded seating, dedicated access and panoramic views. Its restaurant menus are created by Tom Barnes and Simon Rogan.
- The Beautiful North – an exclusive super-suite experience with a private bar, premium food and service, and exceptional views of the stage.
- Private Suites – intimate hospitality spaces for groups, with exclusive suite use, food, premium entrance access, a dedicated suite host and an en-suite bathroom.
- Schweppes Signature Lounge – premium entrance, two drinks included, excellent seating one block from the stage and Mezz Bar access after applicable events.
- AO Electric Lounge, Champagne Experience and Beer and Burger – lighter-touch premium options, which can include early access, lounge access, a champagne and charcuterie platter, or a beer and burger package depending on the event and audience.
- Memberships: Mezz, Globe and AAA – flexible options spanning AO Arena and the wider venue portfolio, including Leeds, Sheffield, Newcastle, Wembley, Hull, York and Aberdeen.
From one-off celebrations to long-term memberships, AO Arena’s approach is centred on giving guests the choice to make a night out feel distinctly their own. Check out premium offerings here: https://www.ticketmaster.co.uk/ao-arena-prime-view-packages-tickets/artist/5405349?page=2
Follow Ticketmaster UK on LinkedIn for more venue spotlights, industry insight and conversations from across the live events sector. Be sure to also check out our new B2B instagram account here.
