Licence Unlocks Future of Premium Outdoor Venue in Leicestershire
Leicestershire County Cricket Club has been granted a new premises licence which unlocks its potential to be Leicester's premium outdoor venue.
The Uptonsteel County Ground now has the go-ahead to host two major events every year with a crowd capacity of up to 19,999 people.
Following the UK Government’s announcement of the roadmap out of lockdown earlier in the week, the events industry has a renewed sense of positivity ahead of the spring and summer months.
Sean Jarvis, CEO of Leicestershire County Cricket Club said the licence was one of the first steps in meeting the club’s KPIs which will secure the long-term future of the club.
“This new licence gives us greater flexibility when working with artists and promoters to organise large-scale events at the Uptonsteel County Ground,” he said.
“Having already attracted the likes of Elton John previously, we are really looking forward to securing other big-name artists to our events calendar.
“In the coming days, we will be announcing our first outdoor show for summer 2021; we expect tickets to sell very quickly, so sign up to our newsletter to be the first to know.
“We now have the means to position ourselves as the premium outdoor venue in Leicestershire for live music, plays, films or dance performances.
“Our team have already been in discussions with events organisers to prepare to schedule a programme of first-class events for people who live in and around the region to enjoy.
“Whether you’re a cricket lover or not, outdoor events will attract friends and families to the Uptonsteel Country Ground, helping us to increase revenue which is vital to the future of the club.”
The club has published 25 KPIs to achieve by September 2021 in relation to five main pillars of the club: cricket, commercial, company, community and cash.
Sir Elton John famously played at the venue in 2016 to a packed crowd. Since then, outdoor cinema, west end shows and fireworks events have been hosted at the ground.
A double-header concert of Westlife and Little Mix was planned in 2020, however the concerts were impacted by the COVID-19 pandemic.