http://www.safc.com/page/Concerts2011

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Transport

Airport: Newcastle Airport

Public Transport:

Metro: Green line, Station: Stadium of Light or St. Peter's , few minutes away from the Stadium.

St. Peter's is the closest to the stadium, be aware that the metro is getting quite crowed after the show, so its best to purchase a return ticket.

Take That are launching their Progress Live tour in Sunderland, and will be performing the opening four nights of their first tour since Robbie Williams rejoined the band. Kings of Leon will visit the city in June as part of a series of huge headline outdoor shows for 2011.

Each concert is worth around £3.5m to the city’s economy, and its thought that Sunderland’s hotels, bars, restaurants, taxis and shops could stand to make around £18 million.

Due to all this extra business, Sunderland football club, the city council and many of the city’s businesses are working in partnership to create an unforgettable experience for its visitors.

Chris Alexander, Sunderland city council’s Head of Culture and Tourism, said it was vital that the city made the most of its extra visitors.

“When we talk about the benefits of tourism, we consider the overall economic benefit to the city and of course the concerts taking place this summer will provide a massive boost to Sunderland.

“People from all over the country and perhaps abroad will be visiting Sunderland and it’s a huge opportunity to showcase what the city has to offer.

Day visitors spend an average of £25 during their stay in Sunderland, with overnight visitors spending £125. Making sure they all enjoy their experience of the city is vital.”

Mr Alexander added:

“We must make sure that our visitors enjoy not just the concerts, but their whole experience of Sunderland.

“If they enjoy all of this they are much more likely to speak highly of Sunderland to friends and relatives and of course to visit the city again.”

Further information about concerts at the Stadium of Light is available at: http://www.safcconcerts.com.
http://sparksunderland.com/2011....tourism

Fans can collect their tickets from 10am on Tuesday 26 April.

In order to collect their tickets, fans must ensure they bring the vouchers issued at the time of purchase and a form of identification will also be required. Once issued, tickets cannot be replaced or refunded.

Tickets should be collected as soon as possible and fans are strongly advised not to leave the exchange until the day of the concerts.

The Stadium of Light's ticket office is open 10am until 5.30pm Monday to Friday and from 10am until 1pm on Saturdays. The ticket office is closed on Sundays and Bank Holidays.
http://www.safc.com/news....2341982

Students on the events management and business and marketing programs at University of Sunderland are also lending a hand, working as part of the business engagement and marketing effort of SAFC and the City Council.

Gary Hutchinson, SAFC Head of Venue and Events and Chair of the North East Chamber of Commerce's Sunderland Committee, said: "Hosting Take That and Kings of Leon concerts is fantastic for SAFC and for Sunderland, and the key now is to ensure that businesses in the city are prepared for the visitors who will arrive.

"Students from the university have provided excellent support to both SAFC and the City Council's efforts to keep local businesses informed and engaged in the process."

The team of 22 university students have acted as 'City Ambassadors' for the upcoming concerts, working to engage local businesses and make sure they have a presence on the dedicated concerts website, www.safcconcerts.com. They have also liaised with businesses to communicate the wider project and distribute branding materials ahead of the concerts.

Christine Graham, 22, from Houghton is studying for a degree in Events Management, and is one of the students involved in the project group. She said: "Being part of the group is fantastic and so far it has been a really good learning experience.

"It's a great way to really understand everything that goes on behind the scenes for such major events, and how important it is to make sure that all businesses in the city have a chance to benefit from them."

Music venue and night club, Independent in Holmeside has worked with the team to become involved in the project to welcome visitors. It is providing customers with special offers and a series of music events to take place over the concert season.

Paul Smiles, Independent Manager, said: "The concerts are brilliant for Sunderland and we can't wait to welcome people from outside of the city as well as our local customers to really get in the mood for them.

"The massive influx of visitors is going to be great for Sunderland businesses, and we're delighted to be working in partnership with SAFC, the City Council and the University of Sunderland to make sure we are prepared to give them a great Sunderland welcome."

Vivian Kinnaird, Dean of the Faculty of Business at University of Sunderland, said: "Major concerts like this are really putting Sunderland on the map so to speak, and the university is pleased that students are playing a role in the great working partnership between SAFC, the City Council, the university and local businesses.

"Being so closely involved in the concerts has been tremendous for our students. I am sure that the knowledge and experience they have gained will stand them in good stead towards their studies and future careers."

Sunderland's impressive music scene will also provide entertainment for visitors. Through the Sunderland Live Fringe Festival, music will be pouring out of pubs, parks and public spaces.

The Sunderland Live Fringe Festival will give everyone the chance to experience free live performances, and will take place over the three weekends between the 27 May and 17 June. This includes performing arts, live music and DJ sets around the city. For more information visit: www.sunderlandlive.co.uk.

Dave Smith, Chief Executive, Sunderland City Council, said: "The upcoming Take That and Kings of Leon concerts are a real coup for the city. Accomodating a quarter of a million people presents a fantastic opportunity to show people what Sunderland is all about.

"We are sure that the combination of partnership working, local business support, live music and of course, the concerts at the Stadium of Light, will make this a summer to remember for Sunderland."

http://www.safc.com/news....2341975