VIP and hospitality packages at UK arenas promise a premium experience: better seats, private lounges, included food and drink, and a more relaxed environment away from the main crowds. But with prices typically ranging from £150 to £500 or more per person, it is a significant investment. Here is what these packages actually include, how they differ between venues, and how to decide whether the upgrade is worth it for you.
What VIP and hospitality typically includes
The exact offering varies by venue and by event, but most arena VIP or hospitality packages include some combination of the following:
- Premium seating -- Usually lower tier seats in a central position facing the stage, or sometimes dedicated VIP sections with wider, more comfortable seats.
- Lounge access -- A private bar and lounge area, typically open before the show, during the interval, and after the show. This provides a more relaxed space to have a drink without the main concourse crowds.
- Food and drink -- Ranging from canapes and a drinks reception to a full sit-down meal, depending on the package tier. Drinks are sometimes unlimited, sometimes limited to a set number.
- Dedicated entrance -- A separate entrance that bypasses the main queue. This alone can save 20 to 30 minutes on busy event nights.
- Parking -- Some packages include premium parking closer to the venue entrance.
- Programme or merchandise -- Some packages include a programme or an event-specific piece of merchandise.
Types of VIP and hospitality
Venue hospitality packages
These are sold directly by the arena and are available for most events. They typically include lounge access, food and drink, and premium seats. Pricing starts from around £150 to £200 per person and can go much higher for popular events. These packages are the most common and accessible form of arena hospitality.
Private boxes and suites
Most large UK arenas have private boxes overlooking the arena floor. These are self-contained rooms with their own seating area facing the stage, a private bar, and food service. Boxes typically hold between 8 and 20 people and are sold as a whole unit rather than individual seats. Prices for a box start from around £1,000 to £2,000 for the room and go up significantly for premium events. Boxes are popular for corporate entertaining, birthday celebrations, and group events.
Artist VIP packages
Some artists sell their own VIP packages through their website or tour promoter, separate from the venue's hospitality. These are often called "VIP Experience" or "Platinum" packages and may include early entry, a meet-and-greet (rare at arena scale), exclusive merchandise, a dedicated viewing area near the stage, or a pre-show party. Artist packages vary enormously in what they offer and what they cost. Read the description carefully before buying, as the term "VIP" can mean very different things.
Premium seated sections
Some venues sell "premium" or "gold" seats that are in the best positions in the house but do not come with lounge access or food. These are a middle ground between standard tickets and full hospitality. They are worth considering if you want a great seat but do not need the extras.
VIP and hospitality at specific venues
The O2 Arena, London
The O2 has extensive hospitality options, including the Star Bar, the Platinum Lounge, and a range of private boxes. The venue also has the American Express Invites programme and other sponsor-linked premium experiences. The O2 is one of the most developed arena hospitality offerings in the UK.
AO Arena, Manchester
The AO Arena offers hospitality lounges and private boxes. The lounges typically include a pre-show meal, drinks, and premium seating. The boxes overlook the arena from the upper level and include food and drink service.
OVO Hydro, Glasgow
The Hydro offers VIP hospitality packages that include lounge access, food, and premium seats. The circular design of the venue means that the private boxes have varying views depending on their position relative to the stage. Check which side of the arena your box is on before booking.
First Direct Arena, Leeds
The First Direct Arena has a range of hospitality options, from lounge packages to private suites. The venue's modern design means the hospitality facilities are well-appointed. Its city-centre location also means you can combine arena hospitality with a post-show visit to Leeds' bars and restaurants.
Is VIP worth it?
This depends entirely on what you value and what you can afford. Here are some scenarios where VIP tends to be worth the money, and some where standard tickets might serve you better.
VIP is worth it when:
- You are celebrating a special occasion (birthday, anniversary) and want the evening to feel like an event from start to finish
- You are entertaining clients or colleagues and want a professional, impressive setting
- You hate queues and the dedicated entrance, private bar, and dedicated toilets genuinely enhance your enjoyment
- You want the convenience of food and drink included rather than rushing to eat before the show
- The premium seats are significantly better than what you could buy in general sale
Standard tickets are fine when:
- You are primarily there for the music and the seat location matters less than the overall experience
- You are happy to eat before or after the show at a nearby restaurant
- The price difference between VIP and a standard ticket is large enough to fund several more gigs at standard prices
- You are attending a standing event and want to be on the floor near the stage, which VIP packages rarely offer
Tips for booking VIP and hospitality
- Read the small print -- "VIP" can mean anything from a slightly better seat to a full five-course meal with unlimited champagne. Check exactly what is included before you pay.
- Book through the venue -- For venue hospitality packages, booking directly through the arena website is usually the safest option. Third-party hospitality resellers exist but check reviews and legitimacy before buying.
- Check the view from boxes -- Private boxes are not always positioned centrally. A box to the side of the stage may have a restricted view. Ask the venue exactly where the box is before committing.
- Consider the event -- Hospitality works best for events where the social element is part of the occasion. For a gig where you just want to see the band, the lounges and canapes may not add much.
- Group bookings -- Private boxes and suites become better value when shared among a group. If you are going with 10 people, the per-person cost of a box can be comparable to a VIP lounge package.
For more on making the most of arena visits, read our guide to getting the best seats at arena shows and our tips on avoiding queues. For venue-specific information, check out our guides to the O2 Arena London and the Manchester AO Arena. Find more event guides at Tickts.
