An innovative ABBA production that uses cutting-edge digital technology to recreate the iconic Swedish pop stars has made a significant contribution to London’s economy. Hosted in a specially constructed 3,000-seat arena located in Stratford’s Queen Elizabeth Olympic Park, the ABBA Voyage immersive show features lifelike avatars of the legendary chart-toppers.
Crafted in collaboration with the members of the band, Agnetha Fältskog, Björn Ulvaeus, Benny Andersson and Anni-Frid Lyngstad, the groundbreaking immersive concert experience made its debut in May 2022 to widespread acclaim.
During its first year, ABBA Voyage at the ABBA Arena in Pudding Mill Lane attracted over 1 million visitors. Notably, 20% of this audience travelled from international locations outside the United Kingdom, underscoring the show’s global appeal and its ability to draw a diverse and widespread audience.
Now, an analysis of ABBA Voyage’s first year, compiled by consultancy Sound Diplomacy and social value consultancy RealWorth, has indicated that it added £322.6 million to the London economy between May 2022 and May 2023, as reported by the Ilford Reporter.
A significant impact
42% of the total, amounting to £131.1 million, was generated within the local boroughs of Newham, Hackney, Tower Hamlets, and Waltham Forest. According to the report, this translates to a substantial £73.7 million in Gross Value Added to East London’s economy alone.
The report asserts that ABBA Voyage had a “significant and positive economic and social impact” on both London and the local area. The venue’s operations, coupled with visitor expenditures on food, transportation, shopping, accommodation, and entertainment, contributed to this impact.
Beyond the ticket price, the average local spending per concert-goer amounted to £103. Furthermore, the show has employed an estimated 5,075 individuals, encompassing venue staff, as well as workers in restaurants and hotels.
Michael Bolingbroke, CEO of ABBA Voyage, says: “The presence of ABBA Voyage is felt in a way that will be enduring. Knowing that in our first full year, the operations of ABBA Voyage has had an economic impact in London of £322 million is extraordinary, and our challenge will be to maintain and grow this number, and to ensure that its effects are long lasting.”
Show producers Svana Gisla and Ludvig Andersson, add: “We are proud residents of East London and to be able to employ locally, and enhance the local economy is as joyful to us as the concert itself. We fully intend to continue to evolve our education scheme to provide access and opportunities to young people in our area, and hopefully inspire them to choose the creative sector for their future employment.”
London Mayor, Sadiq Khan, calls the show “a powerful example of how culture has a positive impact on our city,” adding: “The show’s success is testament to the group’s enduring appeal and I hope it will continue to delight audiences and help enrich the local economy for years to come.”
The ABBA Arena is a fully demountable building that can be relocated when the show ends. It was designed by Stufish.
The digital avatars of the band members were created by Industrial Light & Magic (ILM), a visual effects company that was founded by Star Wars creator George Lucas. The band performed in motion capture suits, with cameras scanning their body movements and facial expressions.
