News of Take That coming to Norwich next summer as part of their newly-announced tour looks set to be a big boost for the city in terms of the local economy and the city's profile on the national stage.
More than 30,000 music fans are expected to flock to Norwich to see the band playing at Carrow Road Stadium on June 16 – the final date of their 22-date Wonderland Live tour which sees Norwich share the limelight with London and cities such as Manchester, Liverpool and Birmingham.
Norwich City's commercial director Ben Kensell said the club had worked really hard to land the event which he said was 'a lucrative concert' for Norwich City and also highlighted how the stadium has a life beyond football as a major entertainment venue for the east.
The city as a whole also looks set to benefit from 'the Take That effect' with many hotels already seeing a surge in bookings for June 16, despite the concert being more than half a year away.
Holiday Inn Norwich City, which is next to Norwich City Football Club's stadium, is already full on June 16.
The hotel's general manager, Hiren Varvadekar, said the 150-room hotel was fully booked within a few hours of the announcement of Take That's tour on Saturday night.
The hotel has 22 stadium-side rooms but Mr Varvadekar said that, based on the previous Rod Stewart gig at Carrow Road, the hotel was not expecting guests to be able to see the concert from those rooms.
He also said he would expect that most hotels in the city would be fully booked for the night of the concert
'It's positive news not just for us but for Norwich as a destination,' he said, adding that the hope was people would stay longer than just one night and spend time exploring the city.
Meanwhile at the Maids Head Hotel, which has 84 rooms in total, general manager Christine Malcolm said: 'A quarter of the rooms have already gone. Normally we would expect no more than one or two bookings this far ahead.
'We are very pleased that such a big act is coming to Norwich and following so quickly in the footsteps of Rod Stewart.
'We are very confident we will be fully booked well in advance of the event.'
It is also understood that 40 rooms in the 104-room Travelodge Norwich Central have also already been booked up for that night, and that the hotel is expecting to be fully-booked, as it was when Rod Stewart played in Norwich.
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