ASM Global Enters Into Partnership With Simon Rogan MBE, Of Umbel Restaurants And Chef Tom Barnes

The relationship will further upgrade the premium offering for fans across ASM Global’s portfolio and is coming first to new restaurant and bar concept - the mezz - at AO Arena in Manchester

In a first of its kind, ASM Global joins forces with award winning Chef Simon Rogan MBE and UMBEL Restaurant Group alongside Chef Tom Barnes, embarking on a new and exclusive culinary partnership starting at the AO Arena, Manchester.

The alliance between the world’s leading producer of entertainment experiences, venue management and event strategy and the fine dining specialists, will see Simon Rogan and Tom Barnes partner with the venue on the launch of The Mezz, the world‑class premium bar and restaurant space coming soon to AO Arena in Manchester which is currently undergoing a major £50m redevelopment. The news comes as ASM, whose UK portfolio also includes first direct Arena (Leeds), OVO Arena Wembley, P&J Live (Aberdeen), Utilita Arena (Newcastle), Connexin Live (Hull), York Barbican and York Racecourse, sets out to further enhance its food and beverage strategy, including premium, in a partnership fuelled by a shared passion for an unrivalled guest experience.

Alongside chef Simon Rogan, owner of UMBEL Restaurants, and chef Tom Barnes, of soon‑to‑open Manchester restaurant Skof coming to the N.O.M.A district, this venture is part of the ASM’s mission to transform the in‑venue food experience. Launching with The Mezz at AO and then across the wider portfolio, the partnership will see the introduction of quarterly seasonal dishes, menu curation, regular appearances from Simon Rogan and chef Tom Barnes throughout the year and access to produce from Simon Rogan’s farm ‘Our Farm’, located under two hours from Manchester, close to his restaurants in the Cartmel Valley, further driving the importance of food provenance and sustainability.

Chris Bray, President of ASM Global Europe said, “We are truly so excited to be launching this innovative concept and partnership with UMBEL. There’s nothing like this in UK arenas right now, so we’re incredibly proud to be setting the standard in F&B innovation, alongside some of the UK’s most exciting fine dining experts. We believe our customers deserve the best,, and we’re always exploring new ways to do just that, reimagining what live entertainment experiences look like, including the food and beverage that’s available. As the AO Arena looks to a milestone year, opening The Mezz in March, this new partnership with Simon, Tom and UMBEL Restaurant Group will no doubt take it to the next level.”

Simon Rogan MBE, Chef and Owner of UMBEL Restaurant Group commented, “UMBEL is excited to embark on this partnership and to work alongside ASM by means of elevating its premium F&B offering at Mezz. Working alongside Tom Barnes, who has been a key part of my team for many years, we are looking forward to introducing special seasonal menus which champion natural ingredients and sustainability, whilst using ingredients from my farm in the Lake District.”

Tom Barnes said, “Our involvement with ASM and The Mezz enables us to share the UMBEL philosophy with a wider audience. Manchester is my favourite city in the UK, and now my new home as I also prepare to open Skof in the N.O.M.A district of the city in the springtime, so I am proud to be a part of the city’s exciting food and drink scene in more ways than one.”

Sam Ward, Managing director of UMBEL Restaurant Group added, “We didn’t hesitate at the opportunity to team up with ASM and to work alongside the team at Mezz to elevate its F&B offering, and particularly as the UMBEL group begins to establish a presence in Manchester. We look forward to building many valuable relationships within this fantastic city and to future projects ahead.”

Stephen Cooper, Vice President of Food and Beverage at ASM Global said, “It’s simply fantastic to be partnering with UMBEL, Simon and Tom. From the opening discussions it was clear that we share the same passion for delivering World class culinary experiences, evolving the customer journey as it adapts and moves with trends and guest behaviour.

“I know I speak for the entire team when I say this is a game‑changer for food and beverage in live event venues starting in Manchester with The Mezz and Skof, this unique venue and restaurant collaboration is a market leading industry first!!”

ASM Global is on a mission to reimagine the guest experience. With a global portfolio of 350+ venues first across all areas of the guest experience, from the moment of arrival to the moment of departure. Now, in an industry first, ASM and UMBEL Restaurant Group are set to make strides in this mission, delivering a culinary partnership set to exceed expectations at every moment.

The partnership will launch in March 2024 as The Mezz opens its doors to members for the very first time.