The AO Arena in Manchester city centre will face one of its biggest challenges in its near 30-year history when Co-op Live opens towards the 2023.
The £365m venue is currently under construction next to Manchester City's Etihad Stadium and will have a capacity of 23,500.
The project is backed by US giant Oak View Group and City Football Group and also counts Harry Styles as an investor.
READ MORE: Long-term vision for Co-op Live revealed as £365m arena edges closer
With OVG chief executive Tim Leiweke in Manchester this week for a publicity push, that involved a meeting with mayor Andy Burnham and a visit to the site, the city's new arena has not been far from the headlines.
So how is the AO Arena attempting to combat the threat from the city's newest venue?
A month after city planners approved the construction of Co-op Live, Manchester Arena, as it was then known, announced details of a huge renovation project.
When the proposals were revealed in March 2020, the main change would have seen the bank of steps currently in place be replaced by a ramp and a honeycomb-shaped canopy said to be inspired by the Manchester worker bee.
At the time, bosses hoped the new entrance would improve security and reduce queues.
There was also the option for shops, bars and restaurants to open in units planned for the space underneath the slope.
Owner ASM Global said at the time that it wanted to increase capacity from 21,000 to 24,000 making it 'biggest indoor arena in Europe'.
The plans also included new concourses and levels within the building, a floor dedicated to VIP boxes and lounges and a grass-covered roof.
However work never started on the scheme and the project was shelved until earlier this year.
In April 2022 a £50m project was announced with a start date set for the summer.
The scheme will see the venue undergo a complete 're-imagination', is expected to take three years to complete and will include new guest entrances, custom lounges and an upgraded concourse.
The standing floor capacity will also be increased and a complete overhaul of the backstage experience for artists and their crew.
ANS said the project will 'dramatically enhance' the venue and boost its capacity from 21,000 to 24,000.
The owner also unveiled plans to deliver "new premium seating".
At the time Chris Bray, EVP Europe at ASM Global, said: "AO Arena is one of the world’s iconic venues and a much-loved part of Manchester’s rich culture and history. It has been delivering world class entertainment experiences for over two decades.
"As we approach our 30th anniversary, this ambitious endeavor will not only reinforce its position as a leading destination for live entertainment but will extend its market leadership for 'live' and fan experiences for the next 30 years, and we’re proud to be further investing into the heart of Manchester.
"The first phase will enhance and increase our standing floor capacity to share this historic arena with even more of our guests and we will also be adding new hospitality lounges and investing in delivering an upgraded concourse experience.
"Our performers will be immersed in an all-new back of house artists campus, unparalleled anywhere."
AO Arena’s back of house will be upgraded - including new artist dressing rooms and production areas, a 'world-class' green room with meet and greet facilities and an overhaul of crew catering.
