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ATG expands into German venue operation with acquisition of five theatres

Ambassador Theatre Group will acquire five new venues in Germany as it announces a takeover of theatre operator Mehr! Entertainment.

The deal, which has been agreed for an undisclosed amount, brings the company’s global portfolio of venues to 51.

While ATG has been operating in Europe since 2015, when it bought theatre producer and promoter BB Group [1], this marks its first acquisition of venues on the continent.

It is also the company’s first major international purchase since it was taken over by new management in 2016 and co-founders Howard Panter and Rosemary Squire stepped down as joint chief executives. [2]

ATG’s purchase of Mehr! Entertainment means it will operate the Starlight Express Theater in Bochum, the purpose-built venue which has been home to the long-running musical since 1988.

It will also take over the Mehr! Theater in Hamburg, the Admiralspalast in Berlin, the Capitol Theater in Dusseldorf and the Musical Dome in Cologne, which opened in 2017 and which ATG was involved in the creation of as part of its acquisition of BB.

Mehr! Entertainment’s business combines venue operation, production and programming as well as ticketing, all of which ATG will take on.

ATG chief executive Mark Cornell said: “These major venues across Germany are each unique and captivating in their individual style and offer exciting opportunities to expand our services and reach new audiences.”