Mamma Mia!! A long-dormant stretch of 11th Avenue may soon pulse with disco lights. W42ST has learned that the former Metropolitan Lumber/Daisy May’s/Penthouse Executive Club site at 613–623 11th Avenue is slated to become the second-ever home of ABBA Voyage, the London-born “ABBAtar” concert experience that has drawn more than two million fans since 2022.
ABBA Voyage has been a hit in its London location. Photo: ABBA Voyage X
The plan was quietly presented on Tuesday morning this week at the board meeting of the New York City Industrial Development Agency (NYCIDA), where representatives from the NYC Economic Development Corporation (EDC) sought approval for a major package of tax benefits intended to lure the production to New York rather than Las Vegas.
According to the developers’ filings, the partnership behind the project — Clinton PB Associates LLC, a joint venture of Extell Development and Princeton Real Estate Partners — intends to demolish the row of vacant buildings on the block and replace them with a 175,000-square-foot, 3,000-seat, purpose-built arena for Voyage. They propose a 30-year lease with the show’s US operator, Isagel LLC, and an anticipated opening in 2028. Over recent weeks, construction sheds have been erected around the site.
Part of the presentation given at the NYCIDA meeting on Tuesday. Photo obtained by W42ST
The incentive package presented to NYCIDA includes an 18-year building tax exemption valued at roughly $47.5 million and an additional $2.2 million land tax abatement, according to the cost/benefit analysis in the application materials submitted by the developers. In total, the relief approaches $50 million in foregone city taxes. The project’s overall budget is listed at $511.7 million, including a $39 million tenant contribution toward the venue’s buildout.
The developers and EDC argued that the incentives were essential to “recruit a European-based tenant to New York City, instead of Las Vegas.” The venue, mirroring the custom-built London arena, would deliver a “technology-driven concert experience” with extensive front- and back-of-house facilities and an underground parking garage.
If realized, the project would replace a 60,250-square-foot assemblage on 11th Avenue between W45th and 46th Streets — a site that has sat largely empty for more than a decade. Demolition is expected to begin in 2026, with occupancy slated for 2028.
The application forecasts 120 permanent jobs — roughly half full-time — with average hourly wages for full-time workers around $45. The developers predict the project would generate more than $75 million in new city tax revenue from operations and $81 million from employment over 18 years.
The project requires no zoning variances and is permitted as-of-right under the existing zoning as an M2-4 manufacturing district.
In a moment that now feels delightfully prophetic, Spectrum News NY1’s On Stage host Frank DiLella all but willed this into existence during a 2023 interview in London. As ABBA Voyage producer Svana Gisla mused about the future of the show, DiLella leaned in and teased: “Wouldn’t it be great to maybe come to America? New York’s ready.” Gisla laughed — and, in a wink of fate, replied: “I’ll give you my number and spread it around.” At the time it played as banter. Today, it reads like foreshadowing.
Over recent weeks, construction sheds have been erected around the site on the west side of 11th Avenue. Photo: Catie Savage
W42ST has requested comment from NYCEDC and the developers regarding the tax incentives, the timeline, the Las Vegas competition and next steps for the site. This is a developing story — and we will update as details emerge.
