Moreover, for venues of this size, it’s not just about the UK being open for business. “If you’re looking on our website as a fan, and you’ve got a ticket for a gig in October, you’d probably think: surely I can go to that,” Bownes says. “But that artist is probably due to play arenas across the US in the summer, and then go across Europe. If a few of those dates become unviable, then the tour loses money and they’ll reschedule. The margins are just so small.”
Rescheduling a big tour is difficult for the artist and venue alike. Bownes’s team has rebooked more than 80 arena shows at least twice, as lockdown rules continue to change. This cascade of changing dates is causing a knock-on effect: the O2 already has as many bookings for 2022 as it would do halfway through a normal year. “We’ve never been this busy, and our venue has never been so empty,” Bownes says.
This concert pile-up makes it difficult for venues to juggle artists’ and audiences’ requirements, for instance in matching new dates with the same days of the week. “People with weekend tickets might be coming in from out of town, and we don’t want to make it so they can’t come,” she explains. But it is also causing artists themselves a great deal of concern.