First Direct Arena has launched The Deck, a 500-square-foot premium standing area designed to capture growing demand for elevated concert experiences that combine VIP treatment with dancefloor energy.
The leeds business news story sees the 13,781-capacity venue partnering with Leeds-based hospitality design specialist Design Tonic to create a space offering bar service, stage views and unrestricted dancing for guests willing to pay premium prices. The Deck debuted at the sold-out Jason Derulo show on 6 February and is now available for private hire throughout the venue’s 2026 programme.
Lisa Turton, head of premium sales at First Direct Arena, described the launch as a significant investment in best-in-class hospitality.
“This new unique experience enhances the overall guest experience while complementing the world-class live entertainment we host on stage,” she said.
Leeds Business News: Design Tonic Wins Arena Hospitality Brief
Design Tonic has designed, fitted and will manage The Deck in its entirety, marking a notable win for the Leeds firm in the competitive hospitality design sector. The bespoke space features mixed seating, custom furniture, feature flooring and privacy drapes, allowing guests to move between sitting, standing and dancing throughout the show.
Amanda Cook, co-founder of Design Tonic, said partnering with one of the region’s most important live entertainment venues was “incredibly exciting.” “This new hospitality space is all about giving guests the chance to drink, socialise and dance in a more premium environment putting them right at the heart of the venue’s electric atmosphere,” she said.
The space represents the arena’s first standing-only premium area, differentiating it from traditional box seating or seated hospitality packages. By targeting the leeds business news audience of corporate clients and high-spending music fans who want VIP treatment without sacrificing the energy of standing at a concert, the venue is betting on demand for hybrid hospitality formats.
First Direct Arena has hosted artists including Elton John, Bruce Springsteen, Prince and Fleetwood Mac since opening in 2013. The 2026 calendar includes Gorillaz, The Prodigy, Kings of Leon and Yungblud alongside regular events like Premier League Darts.
Why this matters for Leeds
The Deck demonstrates how Leeds’ major cultural venues are investing in premium experiences to maximize revenue per attendee, a trend accelerated by rising operational costs and changing audience expectations. Design Tonic’s involvement showcases local design expertise winning high-profile commissions that could lead to national opportunities. More importantly, it signals that First Direct Arena remains committed to evolving its offer to compete with newer venues elsewhere, protecting its position as the region’s premier large-capacity entertainment destination and the economic activity that flows from hosting major touring acts. 
