by Matt Ward, Event Marketing & PR Manager, Manchester Arena

It took us a while to grow socially. For the first 15 or so years we just sat there, a dormant hulking mass of concrete, steel and glass.

But recently, as we leave our sullen teenage years behind (the arena turned 20 this year), we’ve started to become more communicative, more human.

Venues have always been able to speak to their customers using email, but it’s always been one-way traffic ...