Concerts set to boost city economy

Sunderland is bracing itself for a tourism boost with just seven weeks to go until a series of summer concerts.

More than 200,000 people will flood into the city at the end of May to see performances by pop superstars Take That, and another 50,000 plus to see American rockers Kings of Leon in June.

Hotels across Sunderland are booked full to capacity and the city's bars, restaurants, shops and taxi companies could be set to benefit to the tune of approximately £18 million.

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.

"Hotels are one of the obvious winners for major events like this and the hotels in Sunderland have been booked full to capacity for the concerts for some time. 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."

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.

The Roker Hotel on Sunderland's seafront is just one of a number of hotels and bed and breakfasts which are booked to capacity with concert goers.

Tracey Dixon, Manager of the Roker Hotel, said: "The Take That and Kings of Leon concerts are a fantastic boost for Sunderland. Just as in the last time Take That were in the city in 2009, we've had unprecedented customer enquiries.

"We've been fully booked for the period during the Take That concerts pretty much since the moment it was announced they would be playing at the Stadium of Light again.

"Sunderland has so much to offer visitors and we are delighted to be playing our own part in the concerts, and in making sure visitors enjoy their stay in the city."

Each concert is worth approximately £3.5m to Sunderland, and the football club, City Council and city businesses are working in partnership to provide visitors with an unforgettable experience.

Chris Alexander added: "Each and every visitor is so important to the city. Sunderland AFC has done a remarkable job of selling the Stadium of Light and the city to promoters and securing concerts of this size and stature.

"Now we must make sure that our visitors enjoy not just the concerts, but their whole experience of Sunderland. Attracting them into the city earlier in the day means they can enjoy food and drink and shopping in Sunderland, as well as additional music and street performances that will take place at various venues around the city centre.

"The visitors from across the country who come to the concerts will also have the opportunity to experience the city's other attractions while they are here, including our award winning beaches at Seaburn and Roker, the National Glass Centre and the Sunderland Museum and Winter Gardens.

"In turn, 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 and the series of events taking place in the run up to Take That's arrival, are available at http://www.safcconcerts.com.