Manchester City’s proposal for a new immersive entertainment venue at the Etihad Campus is expected to receive planning approval, marking another significant development in the growing convergence of sport, live entertainment and destination experiences.
The 600-capacity venue would be located alongside the Etihad Stadium and Co-op Live, becoming part of the wider Medlock Square development. The project is one element of a broader £300m investment programme designed to establish a year-round entertainment destination in East Manchester.
For operators, developers and suppliers across the visitor experience sector, the proposal reflects increasing investment in experience-led destinations that combine hospitality, live performance, themed environments and complementary leisure infrastructure within a single location.
Themed Entertainment Continues To Attract Investment
If approved, the venue is expected to host a Manchester production of Mamma Mia! The Party, an immersive theatrical dining concept that combines live performance with food and beverage experiences.
The model demonstrates the growing commercial appeal of formats that move beyond traditional theatre by placing audiences within the narrative environment. These productions typically benefit from longer dwell times, higher secondary spending opportunities and strong appeal across corporate, group and event markets.
According to planning documents, the venue would be only the second of its kind in the UK, highlighting the continued expansion of immersive entertainment formats outside London. For regional markets, this represents a notable shift as operators seek to meet demand for participatory experiences in major cities across the UK.
Manchester City has developed the proposal in partnership with Pophouse Entertainment, reflecting a broader trend of collaboration between sports organisations and entertainment specialists to create diversified revenue streams beyond matchday activity.
Medlock Square Builds A Multi-Use Entertainment District
The immersive venue forms part of the wider Medlock Square development, which aims to create a mixed-use destination adjacent to the Etihad Stadium.
Plans for the area include bars, restaurants, cafés, a skywalk overlooking the city, a zip-wire attraction, office space and the forthcoming 401-room Medlock Hotel, being delivered in partnership with Radisson Blu Hotel Group.
Together, these components point to a destination strategy that encourages visitors to spend extended periods within the district rather than attending a single event. This approach has become increasingly important for large venues seeking to maximise year-round footfall and commercial performance.
The recently expanded north stand at the Etihad Stadium, which has increased stadium capacity beyond 60,000, further strengthens the site’s ability to support major events and associated visitor activity.
Operational Planning Supports Long-Term Viability
A notable aspect of the proposal is the detailed operational planning accompanying the development. Council reports identify the site’s strong transport connections, including tram, bus, walking and cycling access, as a key advantage.
Planning officers have also reviewed traffic and crowd management measures, concluding that existing arrangements can support the proposed venue, subject to additional travel, event and dispersal management plans.
The reports acknowledge that further operational oversight will be required during periods when simultaneous events are taking place at the stadium, Co-op Live and the new venue. Measures including congestion monitoring and pedestrian flow management have been identified as part of the wider strategy.
A Growing Market For Immersive Social Experiences
For the visitor experience sector, the project reflects continued confidence in immersive entertainment as a commercially viable category. The proposed venue is expected to create approximately 150 jobs and contribute to Manchester’s tourism and leisure economy throughout the year.
More broadly, the development illustrates how sports destinations are increasingly evolving into mixed-use entertainment districts. By combining live events, hospitality, accommodation, attractions and themed experiences, operators can create destinations capable of generating activity well beyond traditional event schedules.
As immersive formats continue to gain traction across the UK, Manchester City’s latest proposal highlights the role large-scale destination developments can play in supporting the next phase of growth within the experience economy.
