- July 11, 2025
- Posted by: SportsV
- Categories: Case Studies, Event News, Featured Articles, Features, Home News, Industry News, News, Press Releases
Aston Villa just proved stadium hospitality can be unforgettable — and sell out fast. For Saturday’s Back to the Beginning Black Sabbath homecoming concert, Villa Park unveiled a bold four-tier experience curated by four Michelin-starred chefs: Sat Bains, Michael O’Hare, Aktar Islam and Gareth Ward. Every package sold out in under 48 hours.
In partnership with Levy, the Chef’s Table dining experience offered an unparalleled culinary experience for guests attending the historic festival.
It’s the latest move in Aston Villa’s mission to make Villa Park the UK’s most innovative event venue, blending world-class music, food and service in a way no one else is doing.
Laura-Marie Worsey, VP Venue Operations, Aston Villa Football Club, said:
“We’re pushing the boundaries of what concert hospitality can look like in this country. Working with chefs of this calibre lets us treat music fans the same way we treat football fans, with creativity, ambition and genuine care. The fact that every package sold out in just 48 hours shows there’s a real appetite for this kind of elevated experience. It’s a huge moment not just for Villa Park, but for live event hospitality more broadly.”
The four Michelin-starred chefs involved in delivering the Chef’s Table dining experience, commented ahead of the concert:
Sat Bains:
“Music and food are both about emotion, memory and connection. For something as iconic as Black Sabbath in their hometown, it felt right to create something that celebrates Birmingham’s best, through sound and through flavour.”
The 2025 SVB LIVE Conference & Exhibition being held at Villa Park in Birmingham, UK, on October 6th and 7th. Levy is a Diamond Sponsor for this industry-leading event focused on elevating and redefining the live experience, and Laura Worsey will be speaking. An Opening Night Icebreaker will kick things off in style on October 5th and the SVB LIVE Awards will close the event on October 7th.
Michael O’Hare:
“This isn’t just food on a plate, it’s a performance. You’ve got one of the most theatrical bands of all time, and we wanted to reflect that sense of drama and story in the food. Villa Park gave us the canvas and said: Go create.”
Aktar Islam:
“I grew up just down the road from Villa Park. To come back and cook here for a night like this, Black Sabbath in Birmingham, is deeply personal. We wanted every dish to nod to the city, to its grit and creativity.”
Gareth Ward:
“I’m absolutely buzzing to be doing this – seeing Black Sabbath back in their hometown is just epic. Their music isn’t background music, it’s in your face, bold and full on. Villa Park gave us the chance to create something incredible, and it was mega to be a part of it.”
SVB LIVE events focus on elevating the live experience through architecture & design, commercialisation, customer journey, fan & premium experience, hospitality, interiors & fit-out, sustainability and technology.
Check out the latest sports and entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
