Insider Media Limited

Plans to plough more than £20m into revamping the National Indoor Arena (NIA) will allow the venue to take "full advantage" of an increasingly buoyant market. That's what Phil Mead, managing director of the NEC Group, told Insider.

He added that arena adaptations of TV shows such as Strictly Come Dancing were becoming a big sales boost.

Speaking to Insider as the £20.6m investment plans for the venue were unveiled, Mead said the NIA was protecting its market share of the entertainment business and would be well placed to increase the number of types of events it puts on.

"We're trying to position the NIA at the heart of Birmingham and make it more of a destination and experience for all our customers," he said.

"The balance of the events at arenas has shifted across the whole of the UK; TV show adaptations like Walking with Dinosaurs, Strictly Come Dancing and Dancing on Ice have really helped introduce a more varied format into arenas.

"Music shows are of course fundamental to arenas' survival; but non-music shows made up six of the top ten most watched live shows last year, thanks to events like Disney on Ice and more interest in sports events."

Mead added that the eclectic mix of shows would be given a boost at the NIA when the multimillion-pound investment was brought to fruition.

New features will include a new showcase entrance straight from Brindleyplace into the arena, glazed canal views and further retail opportunities with an extra 63,786 sq ft of pre- and post-show space.

Mead said the arena's makeover would last between 18 months and two years, and would create both construction jobs and recruitment prospects once the revamp was completed.

The NIA has not been subject to any development since it was first opened in 1991. Architects practice Broadway Malyan has been appointed to work on the project.

Aidan Ridyard, director at Broadway Malyan, said: "The NIA is a project defined by its potential. It is a truly public venue, hosting a remarkable diversity of performance, sports and entertainment, which brings Birmingham into the consciousness of millions of people around the world.

"To be chosen to redefine the architectural vision for such a great institution is an honour."