Ambassador Theatre Group (ATG), which operates more than 50 venues worldwide, has been appointed to run the planned digital indoor arena in the Welsh city of Swansea.

The appointment by the city’s council means that the 3,500-capacity arena is on schedule to open in 2020.

The arena is due to be part-funded by the £1.3bn (€1.49bn/$1.83bn) Swansea Bay City Deal secured by the Swansea Bay City Region. Made up of funding from the UK Government, the Welsh Government, the public sector and the private sector, the City Deal will invest in 11 major projects across Swansea, Carmarthenshire, Neath Port Talbot and Pembrokeshire.

The new multifunctional digital Arena and Conference Centre is being delivered as part of the first phase of the £500m Swansea Central project in the city centre. Construction is set to begin later this year.

ATG’s portfolio of theatres include London West End venues the Apollo Victoria, the Piccadilly and the Savoy.

Cllr Rob Stewart,  Council Leader, said: “It is testimony to the potential of Swansea that we have attracted such a high quality company that clearly shares our vision for the future of the city.

“Their track record speaks for itself. They are not just an operator of some of the world’s most famous entertainment venues, but they are also an award-winning producer of performances that regularly feature the biggest stars of stage and screen.

“We are determined to enhance the city centre for the benefit of both the people of Swansea and our visitors, and this deal represents another major milestone along that journey.”

Mark Cornell, chief executive of ATG, added: “Our aim is to ensure that the Swansea Arena becomes a market leading venue with our strong focus on customer service and, high quality and diverse content.  With Swansea Council’s significant investment into the arena and regeneration of the wider Swansea Arena, ATG is delighted to be part of this project.”

Image: Swansea Council