The extension is being funded by a £2m investment in the Coventry business in order to improve its attractiveness to conference and exhibition bookers as Liz Cooper, marketing director at the Ricoh Arena, explained.
"Previously, when we have held large events we have consistently booked rooms in other nearby hotels since there are 2,500 rooms within a short drive of the Ricoh Arena. By increasing our on-site accommodation from the original 71 when we opened in 2005 to 80 in 2011 and now to 121, more event organisers and their delegates will be able to stay on-site," she said.
Some of the new accommodation includes pitch-facing rooms created by converting a space where the original health and fitness club was located.
Last year, Tony Dangerfield, the chief executive of De Vere Venues, told BigHospitality he expected an upturn in the corporate events market in 2013.