012 to be Belgium’s largest concert arena

Brussels Expo is about to get even busier with the opening of the Brussels National Arena in June, writes Venues Today’s Linda Deckard. The renovation of the Palais 12 exhibition hall into a 15,000-seat arena is on budget (€20 million) and on time (with a four-month construction turnaround). Now it is looking for further success with a support services agreement with AEG Facilities-Europe, which includes sponsorships and bookings. The venue is being referred to as Brussels National Arena/Palais 12, or locally as 012, one of 12 halls that was originally built for the world’s fair in 1935 and enhanced for the World Expo in 1958. Since 1936, when the city government began seeking uses for the world’s fair legacy venues, the complex has been privately managed by Brussels Expo and owned by the city. Now it is about to be site of the largest arena in Belgium. The renovated Palais 12 is in fact a €60 million project, given the value of the land, existing structure and parking, said Denis Delforge, CEO of Brussels Expo. The renovation was paid for from operating surpluses. Brussels Expo draws about three million visitors annually to 100 events a year, he said. Two annual events, the boat show and the property fair, use all 12 halls, and will continue to do so. But most exhibitions and trade fairs, especially during the holidays, close at 18.00, leaving plenty of availability for the 80 to 100 concerts and events a year expected to be booked in the arena. Since the 02 opened in London under AEG seven years ago, AEG Facilities has looked on Belgium as a great opportunity, said Brian Kabatznick, vice-president of business development for AEG. The arena will have a large lobby area – which is actually a new building attached to the existing exhibit hall – with concessions and other amenities. “It will redefine the benchmark for our business, which is welcoming people,” Delforge said. Rather than building suites, Brussels Expo opted to designate a 500-seat VIP area, with a table between seats for socialising and eating, but without walls separating ‘rooms’. VIP ticket-holders will have access to a private gathering space behind the seating section with bars, restaurants and restrooms. Palais 12 will showcase Belgian, French and international artists, sporting events and family shows, as well as other exhibitions and events.