New Look and New Name for Hammersmith’s Legendary Live Venue
Ambitious plans for the UK market as headline sponsor of the Eventim Apollo
Our parent company CTS Eventim and our partners at the Apollo AEG Live invested £millions into the purchase, renovation and reopening of the Eventim Apollo, giving one of the world’s best-known live entertainment venues a new name and glorious new look that recreates its iconic 1932 Art Deco design.
The Eventim Apollo opened to the public on 07 September 2013, with a sold-out show by US pop princess Selena Gomez.
As part of the phase one of this refurbishment, the Eventim Apollo has also undergone a huge visual transformation, meticulously overseen by award-winning architects Foster Wilson.
Highlights include fixtures and fittings to original designs, restoration of the ornate plasterwork and historically sensitive decoration to match the original paint scheme.
The refurbishment also revives the two marble staircases which were concealed beneath the extended stage, as well as restoration of the original foyer floor mosaic panels. Whilst in the circle, the original windows are revealed allowing natural light to once again flood the circle bar.
The last step was reupholstering the circle seats to the match the new look, further ventilation improvements and improvements to the amenities.
For the customer, the works include newly constructed bars and new seats in the stalls, whilst the seats in the circle are raised in height and reupholstered improving legroom and comfort.
By re-organising the stalls seating layout, the venue has been able to double the space available for wheelchair users.
Eventim Apollo has some of the finest live entertainers grace the stage. You couldn’t fit them all on a page, but Billy Joel, Paul Weller, Jimmy Carr, Pixies, Russell Brand, Nick Cave & The Bad Seeds, Sean Lock and Jason Manford is the tip of a very deep iceberg.
This investment is part of a long-term plan for Eventim
We aim to challenge the incumbents in the UK, offering best-in-class user experiences through transparency and customer focus by using our own technological innovations.
Klaus-Peter Schulenberg, CEO of CTS Eventim:
[quote]“With this name sponsorship, we are making a commitment to the quality of the experience that music and comedy fans will enjoy at the Eventim Apollo, and also to the quality of the ticketing services Eventim is offering to the British fans. We are here to stay. And while Eventim may not be a household name in the U.K. yet, we are determined to make it one!”[/quote]
AEG Live, one of the world’s biggest promoters, currently own and manage a portfolio of live venues across the world, including London’s The O2 arena and Wembley arena, Los Angeles’ Staples Center and Berlin’s O2 arena.
AEG Live also runs class-leading outdoor festivals including London’s Barclaycard presents British Summer Time Hyde Park.
Colin Chapple, Chief Operating Officer – AEG Live:
[quote]“When AEG Live & CTS Eventim purchased the business twelve months ago we knew the venue needed some serious TLC. Both of our companies are synonymous with delivering a high level of customer comfort and quality in our venues and at AEG, it’s in our DNA to ensure we continually innovate and invest in our properties – keeping our venues current/up to date, and ensuring our fans needs are being met.”[/quote]
The history of the Apollo:
It is important to us that we respect the history of such a legendary venue, which has been a huge influence in restoring the Apollo to it’s Art Deco heyday.
The Eventim Apollo has been woven throughout rock history thanks to the countless legendary performances the venue has hosted, including David Bowie’s final Ziggy Stardust concert, Bruce Springsteen’s 1975 Born to Run shows and spine-tingling shows by greats such as The Rolling Stones, Bob Marley, Ella Fitzgerald and Duke Ellington as just a small sample of the rich history of the venue.
From the Archive:
David Bowie’s final Ziggy Stardust performance at the Apollo (then the Hammersmith Odeon) in 1973.
Since the 1990s, the venue has seen comedy stars grace the stage, including groundbreaking sold-out runs by Chris Rock, the Eventim Apollo became the permanent home to the prime-time BBC stand-up comedy show, Jack Dee Live at the Apollo (later renamed Live at the Apollo in 2007).
The grand opening
The venue originally opened on 28 March 1932 as the Gaumont Palace cinema, designed in the Art Deco style by renowned theatre architect Robert Cromie (who was also responsible for the renovation of the Prince of Wales Theatre in Drury Lane in the 1920s). The building is one of the United Kingdom’s biggest and best-preserved Art Deco super cinemas.
The venue was created as a collaboration between exhibitor Israel Davis and the Gaumont British Theatres chain and originally had 3,487 seats. The opening programme included Tom Walls’ “A Night Like This” and Helen Twelvetrees in “Bad Company”.
The pipe organ
The building still has its original 1932 Compton pipe organ, a rarity today, which was removed from the building in the 1990s only to be put back and fully restored in 2007. Organs were a popular feature of cinemas in the pre-war period and were used to entertain visitors during film intervals.
Who Are Eventim?
Eventim UK’s parent company CTS Eventim is the most experienced ticketing services provider outside the US and is Europe’s market leader.
CTS Eventim’s systems sell more than 100 million tickets, for more than 180,000 events, across 21 countries every year.
We are a leader in technology with exclusive, proprietary state-of-the-art platforms and cutting edge features, enabling us to sell a huge amount of tickets in as little time as possible.
Our ‘FanTicket‘ is also reviving a slice of ticketing history, producing colourful, emotional and unique tickets that ensure memories of great bands and legendary concerts live on with a lasting, tangible reminder.
Eventim in Europe . . .
Our parent company CTS Eventim operates major venues in Germany and has a majority stakes in several of the leading concert promoters in Germany, Austria and Switzerland.
They also have long-time relationships with national and international artists, successful open-air festivals and numerous other events securing them an outstanding market position across Europe.
Our ambition is to challenge for the position of No.1 ticket provider in the UK.
We are already the ticketing service provider of choice for major arenas in Manchester, Leeds and Newcastle, and for various other prestigious clients.
The company’s commitment to the UK market is evident in the significant investment we have contributed to the purchase and refurbishment of the Eventim Apollo, helping to restore the iconic venue to its former 1930s art deco glory.
In November 2014, we took over ticketing operations for vintage East London venue Troxy.
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