First London, then Las Vegas and soon Munich: Superstar Adele is making the Bavarian capital a venue for her rare live concerts in August. The singer will perform in August in her own “pop-up stadium” in front of around 80,000 people per evening, said the concert organizer “Live Nation”. With four concerts expected, that’s a total of around 320,000 people, many of whom will probably come from abroad, as these are the superstar’s only appearances outside the USA this year – in the “center of Europe”, as Adele calls it. It’s not just the Munich hotel industry that is likely to be rubbing its hands.
Before tickets go on sale: first hotel already fully booked
“We are of course very happy about such concerts, it is very important for the hotel industry,” says the regional manager of the Dehoga Hotel and Restaurant Association, Thomas Geppert, in an interview with BR24. August in particular is a classic holiday month, where many people would rather go to the mountains or to the sea. A world star like Adele is “a good attraction” for the city of Munich.
In fact, just the announcement of the concerts for August 2nd, 3rd, 9th and 10th has led to increased demand from the hotels in the area of the trade fair city of Riem. When asked by BR24, several hotels spoke of a first big wave of bookings – even though the official pre-sale of tickets only began at the beginning of February.
For example, the “Classik Hotel Martinshof” says it is already fully booked for all four concert evenings. In an interview with BR24, “B&B Hotels” and “Motel One” report a significantly increased demand for overnight stays on the four concert evenings. The “H4 Hotel” at the trade fair is also expecting a full house. By the time pre-sales start at the latest, all of the requested hotels in the area of the trade fair city of Riem are expecting an enormous rush for the remaining rooms.
Marketing value for the name “Munich” is considerable
The city itself also gets a piece of the cake: “In addition, there is already considerable marketing value for the city of Munich because the city’s name is now always associated with the concerts,” emphasizes press spokesman Wolfgang Nickl from the economic department of the city of Munich. It is equally an advertisement for Munich as a business location and as a travel destination. “Ultimately, the concert series highlights Munich as a special place for major cultural events. These effects cannot be presented as a monetary value.”
Economics Department: Visitors could spend around 1,000 euros per person
The economic department cannot provide any information on how much money the visitors will leave in Munich – exact calculations are not yet available. “From our point of view, it is plausible that concert goers who spend the night in Munich will spend around 1,000 euros, including tickets but not including travel to and from the event,” explains press spokesman Nickl. It’s mainly about overnight stays, but also about restaurant visits, shopping and local transport costs.
As BR24 learned from the organizer “Live Nation”, the tickets in Munich will cost between 74.90 euros and 419.90 euros – less than Adele concerts in the USA. For this reason, 200,000 to 250,000 concertgoers could be overnight guests who flock to Munich from the USA or Europe, according to Nickl. With a stay of at least two nights, that amounts to around half a million overnight stays.
The organizer expects a “tremendous boost” for the hotel industry
Marek Lieberberg from the organizer “Live Nation” even speaks of a “tremendous boost for the entire catering and hotel industry in Munich”. It is not yet clear whether there will be more concert days in addition to the four already announced – but there is capacity for further dates: “In the best case scenario, that is an audience of millions,” continued Lieberberg.
Registration for the announced concerts is already “extraordinarily high”, significantly exceeding the registrations for the past Adele concerts in London’s Hyde Park in 2022 and currently in Las Vegas. Fans can register on the singer’s website, which should increase the chance of getting tickets. Live Nation is expecting over a million registrations by the weekend – pre-sales will start on February 7th.
Police rely on experience when planning operations
However, the Munich police are likely to face additional work rather than a pleasant windfall. The responsible security authority in this case is the city of Munich, but the police are providing support, a spokesman said in response to a BR24 request. In order to minimize possible risks, appropriate security measures would be coordinated.
It is not the first time that such a large concert has taken place in the Munich Trade Fair area, and the police can draw on concepts and experiences from the past. The spokesman initially did not provide any information about how many emergency services will be on duty for the Adele concerts and what costs are to be expected. At the moment, the upcoming Munich Security Conference is the focus of operational planning.
2024-02-01 20:46:36
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