DownStage Edge Events Ltd
Venue + Event Solutions
Venue Operator – Event Delivery – Arena Management – Operational Design Review
HOW CAN WE HELP?
DSE Events is a Venue + Event Solutions company who offer practical independent review, advice and support to those operating, developing or investing in this sector.
Using its widespread knowledge of major events, unique experiences, redevelopments, venue relaunches and openings to help clients make informed decisions.
We have excellent understanding of visitor, client and operators' requirements and by predicting the actions they are likely to take provide proven operational solutions.
A vision to highlight what works in terms of venue operations and design, offering ways to mitigate pitfalls and costly mistakes.
DSE Events has and continues to consult on projects including feasibility costings, operational venue reviews and new build designs across the UK, Europe and Asia for many high calibre clients.
With access to a strong network, having worked with many of the leading industry suppliers, producers and facilitators of both content and infrastructure allows for the rapid connections to decision makers.
Venue Operator – Event Delivery – Arena Management – Operational Design Review
Key Services
• Advice on operational delivery, event planning and deal negotiations
• Business plans and investment case reviews
• Collaboration with venue design project teams
• Venue appraisals - UVA (announced or unannounced)
CASE STUDY:
Shaping the Future of Live Entertainment
Derby - UK
Client:
ASM Global
Project:
Becketwell Live,
a 3,500-capacity multipurpose venue
Location:
Derby, UK
Timeline:
2023-2025
Overview
In 2023, ASM Global enlisted DSE Events to provide operational guidance for Becketwell Live—a transformative 3,500-capacity venue set to redefine Derby’s MICE and entertainment landscape. The venue, completed and open “on time” in 2025, was a turnkey project with much of the design and equipment predetermined. However, ASM Global’s involvement in the early construction stages allowed for strategic adjustments to align the venue with modern and future event demands.
The Challenge
I joined the project at RIBA Stage 3/4, where many elements of the venue design were already established and beyond significant change. The challenge was to identify operational workarounds and low-cost amendments to enhance the venue’s functionality and usability for both the internal team and touring guests. ASM Global’s internal resources had existing venues to manage, which meant my role as an independent consultant was critical in providing rapid, actionable insights to keep the project moving forward.
My Role and Contributions
Collaborating with ASM Global’s project team and the wider design & delivery team, I offered practical solutions based on extensive operational experience. My contributions included:
1. Operational Design Adjustments
- Washroom Layout and Access: Suggested modifications to improve flow and accessibility.
- BOH Room Sizes and Fit-Out: Recommended adjustments to better accommodate touring performers and production teams.
- Operational Equipment Needs: Identified essential equipment to streamline venue operations and enhance user experience.
2. Guidance on Key Operational Aspects
- FF&E (Furniture, Fixtures & Equipment) Review:
Evaluated the included FF&E, suggesting replacements or removals of unnecessary items to match the venue’s expected event profile. The final spec ensures a high-quality experience for all users
- Storage Optimisation:
Addressed the challenge of storage by recommending practical solutions for safely storing equipment while accommodating incoming productions.
- Seating Design:
Provided input on seating arrangements from operational and stewarding perspectives, ensuring comfort, efficiency, and workable storage solutions.
- PAVA Zoning:
Recommended zoning for key messaging configurations to maximise flexibility and enhance customer service.
- Wayfinding:
Reviewed effective signage solutions to improve navigation for guests and staff.
- Power Locations and Distribution:
Reviewed power outlets to ensure they meet the diverse needs of events and productions.
- Supplier and Tender Suggestions:
Offered recommendations for suppliers and inclusions in tender documents to ensure quality and value.
- Event Enquiries and Rider Compliance:
Reviewed early event enquiries to ensure the venue could meet technical specs and produce detailed manifests for seamless execution.
3. Policy and Documentation Support
- Attended site and development meetings, raising critical operational questions to ensure nothing was overlooked. When needed, I backed up recommendations with practical reasoning.
- Reviewed group-wide policy documents, tailoring them for the new venue to reduce the workload for the incoming team.
- Assisted in creating technical specification documents to be shared with promoters and event organisers, ensuring clarity and preparedness for incoming events.
Outcome and Anticipated Impact
Through my involvement, ASM Global was able to:
- Implement practical, low-cost adjustments that enhanced the venue’s operational and commercial viability.
- Ensure the venue’s design supports a diverse range of events while maximising efficiency and user satisfaction.
- Deliver a state-of-the-art facility equipped to handle the demands of the modern entertainment industry.
- Work with the incoming team to allow them to hit the ground running with good background knowledge of the venue.
By contributing operational insights and reducing the burden on ASM’s internal resources, I played a key role in shaping Becketwell Live into a venue that will not only meet but exceed expectations for years to come. The collaboration has set the stage for a vibrant addition to Derby’s cultural and economic landscape.
This case study highlights DSE Events ability to integrate seamlessly into complex projects, providing actionable insights and solutions that drive success.
For similar expertise on your projects, contact me today.
James Allen February 2025
ABOUT
James Allen – Founder/ Director – Downstage Edge Events Ltd
Using his 24+ years’ experience in the Arena and live industry, James set up DownStage Events Ltd in 2022.
He brings extensive, hands-on knowledge of venue operations and event delivery across several multipurpose venues in London, Glasgow and Manchester including a major world-renowned concert and sports arena as the general manager for over 9 years.
He has worked on project bids for new venues and major sporting events in the UK and further afield. James has mentored individuals and a number of smaller venues and many of his team are now industry leaders; for which he is most proud.
James was recognised on three separate occasions as a top venue executive by Billboard magazine and remains passionate about great live entertainment and sports at ever improving venues.
Venue Operator – Event Delivery – Arena Management – Operational Design Review