Success in Sheffield for City Hall and Utilita Arena Sheffield following Legends Global takeover
Less than a year into its time as operator of two of Sheffield’s most iconic venues, Sheffield City Hall and the Utilita Arena Sheffield, Legends Global is already delivering on its promise of transformation, investment, and revitalisation.
Having taken over management of the venues from a charitable trust that served the city for more than 30 years, Legends Global has spent the year to date laying strong foundations for the future. The focus has been on listening, learning, and planning – identifying what’s needed to ensure the venues remain at the heart of Sheffield’s cultural and conference life for decades to come.
At Sheffield City Hall, there had been strong performance in the association market, with key wins including the 167th Sheffield Chamber of Commerce AGM, held at the venue for the first time and recording its highest-ever attendance; the Society of Garden Designers Conference; The Children’s Media Conference, and an upcoming national event for the British Oculoplastic Surgery Society (BOPSS), secured for June 2026.
Sheffield City Hall is also working in close partnership with Marketing Sheffield and the city’s long-established ambassador programme, drawing on the strength of local universities, hospitals, and industry to attract high-value association events that are deeply connected to the city’s identity. These include surgical innovation linked to Sheffield’s steel heritage to cutting-edge tech conferences.
“We’ve used this transition period to understand the venues and their potential, and now we’re putting long-term plans into action,” said Zoe Ward, sales director – C&E at Legends Global. “Big investment is coming, especially in front-of-house areas and venue technology, to elevate the visitor experience and future-proof these historic buildings.”
The 94-year-old Sheffield City Hall and the 34-year-old Utilita Arena Sheffield boast over 120 years of combined heritage. Legends Global has committed to a 25-year journey of reinvestment and regeneration, ensuring both venues remain relevant, resilient, and ready for the future.
While association events take centre stage at City Hall, the wider calendar has included everything from the Sustainable Aviation Fuel Supply Chain Initiative Conference to tech-focused bookings such as CIVICA, and a series of high-profile entertainment and television productions at the Utilita Arena, including filming for the BBC in collaboration with Hungry Bear and MGM Studios.
The next 6 to 18 months will see visible transformations at both venues as investment begins to roll out, improving infrastructure, client service, and backstage tech to meet the evolving needs of both corporate and cultural clients.
Kerrie Shakeshaft, who leads the C&E teams at Sheffield for City Hall and Utilita Arena Sheffield concludes: “Over the years we have forged a reputation of excellence, built on successfully delivering major events from concerts, live entertainment, national and international multi-sport events, conferences, dinners and exhibitions to intimate meetings, all delivered with enthusiasm, professionalism, flexibility, and personality. With our history and heritage delivering prestigious events, everything we host helps build Sheffield’s profile as a world-class destination and with the strength of the ‘Made in Sheffield’ brand behind us, our legacy will continue for many years to come.”
About Legends Global
Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We deliver a fully integrated solution of premium services, including feasibility and consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Our white-label approach ensures our partners remain front and center while we harness the power of our global network – including over 450 venues, 20,000 events, and 165 million guests annually – to enhance their business and guest experience. To learn more, visit us at www.LegendsGlobal.com and follow us @LegendsGlobal on LinkedIn and Instagram.
