The O2 leads the way in Premium Experiences as it evolves with new brand; Encore at The O2

The O2 is redefining its experiences in the premium market as it launches Encore, a new brand which groups together the venue’s premium offerings: Suites – private space and bar; Premium Seats – best seats guaranteed; and the newly launched Club 101 – exclusive lounge space with fantastic views. 


Developed from research conducted with Premium members, Encore offers more choice and more experiences to the market and guarantees the very best views of the stage from every seat. The new brand will see further investment made to the current offerings and is part of a wider strategy to further engage with the current market and reach new audiences at The O2 – London, the world’s most popular music and entertainment venue. 


New for 2019, Club 101 gives guests the opportunity to see every show throughout the year in exclusive surroundings. Club 101 members have dedicated level 1 seating in the arena in a private shared space with great views of the stage. A fully stocked private lounge is a few steps away and with high tables with low lighting creates the perfect atmosphere for socialising. Club 101 members get access to every show, dedicated seats, refreshments on arrival, exclusive private car and taxi drop off points, fast-track entry and chances to upgrade to a suite at special members’ rates. Prices start from £13,500 + VAT per membership annually. 


Matt Botten, Senior Director of Premium Seating at The O2, said:

Under our new brand of Encore, the premium products we deliver provide a unique and unrivalled experience at the venue and we continue to develop and invest in our offerings. The O2 is the world’s most popular music and entertainment venue, we are incredibly proud to hold over 200 events a year and look forward to welcoming global artists including Hugh Jackman, Michael Bublé, and Ariana Grande as well as world-class sport with ATP, boxing and the recently announced RugbyX event.


Since the venue opened in 2007, The O2 has offered the very best in premium experiences and continues to develop new and improved products. Members favourites, Encore Suites and Premium Seats, offer the ultimate venue experiences.


Perched on the premium levels of The O2, Encore Suites give guests unbeatable views of all the action. The suites seat 15-18 people with entertaining space, casual seating and a private hosted bar, with the opportunity to increase capacity for high demand shows. Once inside, guests will be looked after from pre-show to finale. Encore Suites memberships include seats for every show, have the option to decorate to the clients taste, reserved car parking, in-suite catering, members lounge access and a dedicated account manager are all included. An Encore Suite is The O2 experience at its very best. Prices start from £195,000 + VAT annually.


A special section of The O2 is also reserved for Premium Seat holders. Members can pick their must-see shows from the year’s line-up, with first-class seats guaranteed. Premium Seats are metres away from the American Express Lounge, where guests can drink and dine before and after the show. Prices start from £4,950 + VAT per membership and includes tickets to 10 shows and the option to purchase the best seats for every other public event.


Nathan Kosky, Vice President, Global Partnerships, AEG, said of the latest offering at The O2:

Encore brings together our premium seats, suites and experiences under one great banner. Look forward to seeing the Encore brand become synonymous with the very best hospitality and experiences at the world’s most popular music and entertainment arena. Well done to all involved.


For full details on Encore, please visit:



About The O2

The O2 is the world’s most popular music and entertainment venue. Since opening in 2007, it has been visited by more than 70 million people and in 2017 was named Pollstar ‘International Venue of the Year’ for the tenth time.


In addition to the arena, The O2 is also home to indigo at The O2, a live performance space; Up at The O2, a guided walk across the tented roof; ICON Outlet, London’s new premium outlet shopping destination; a vast multi-screen Cineworld complex; the 12-lane boutique Hollywood Bowl; an Oxygen Freejumping trampoline park; The Avenue, which features 26 bars and restaurants and ‘Mamma Mia! The Party’, an immersive theatrical and dining experience opening in summer 2019.


Images, courtesy: The O2


Matt Botten, Senior Director of Premium Seating at The O2 and Steve Sayers, Vice President at The O2 for AEG, were both speakers at the inaugural ALSD International event in London last year, are regular attendees at the annual ALSD Conference and Tradeshow in the States, and Steve will once again be speaking at the 2019 edition of ALSD International taking place at Croke Park Stadium this October.



#ALSDInternational – Europe’s leading event for the Premium Seat & Hospitality sector


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