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NEC Group Arenas appoints new Head of Commercial

Andy Price has been appointed as Head of Commercial at NEC Group Arenas. Working across Arena Birmingham and Resorts World Arena, Price will focus on growing existing revenues by creating value in customer proposition, as well as generating new streams by identifying new products and business opportunities. He will also be responsible for developing and growing Amplify, the Arenas’ VIP hospitality business.


Price joins the NEC Group with a strong background in the music and live events industry having spent seven years as Regional Marketing Director at Midlands-based radio brands Free Radio and Gem, where he led the marketing strategy and delivered high-profile live events, including Free Radio Live. Most recently, Price worked as Client Services Director at Alive, a creative communications agency who work across some of the UK’s best-known brands.


Price said of his appointment:

This role is a fantastic opportunity for me to work in two world-class venues that I’ve spent a lot of time in – both during my time at Free Radio and as a customer and lover of live events. A huge amount of investment has gone into the Arenas over the past few years and it’s a very exciting time to be joining the team. I’m looking forward to implementing the best practice I’ve seen across venues during my time in the industry to help the Arenas to deliver a dynamic experience for the customer.


Guy Dunstan, Director of NEC Group Arenas, added:

Having worked with Andy for many years, I am delighted that he has joined the Arenas team. He brings a wealth of experience in high-profile live events and has a proven track record of delivering new ideas which sets him in excellent stead for this position. He will have a critical role to play in driving our commercial success and growth, both through developing new revenue streams and by ensuring we deliver world-class experience to the thousands of event-goers who walk through our doors every year.


The NEC Group Arenas include the Resorts World Arena and Arena Birmingham, both located in Birmingham, UK. Operated by one of the world’s top venue management companies, the NEC Group, the venues welcome over 1.7 million live event fans to the city every year, hosting world-class music, sport, comedy and family events.



Resorts World Arena

Resorts World Arena is one of the world’s top entertainment arenas – hosting over 100 shows per year, the venue continues to host world class music, sport, comedy and family events. Boasting a flexible arena bowl, the venue can be dressed to accommodate intimate academy events for around 4,588 people or hold a total capacity of 15,685.


As well as great live shows, the Arena is all about giving visitors ‘more than just the main event’.  Following its £29m redevelopment back in 2009, the venue boasts an innovative pre and post-show entertainment area; Forum Live has gone from strength-to-strength and now hosts everything from acoustic acts and comedians, to dancers and magicians before shows.


It was officially renamed Resorts World Arena on 3 December 2018, the venue has also been known as Genting Arena (January 2015 – December 2018), LG Arena (October 2009 – January 2015), NEC Arena (September 1983-August 2008) and Birmingham International Arena (December 1980 – September 1983).




Arena Birmingham (formerly known as Barclaycard Arena) is a host venue for Birmingham 2022


Arena Birmingham

Arena Birmingham is one of the busiest, large scale indoor sporting and entertainment venues in the world and accommodates everything from music, sport and comedy, to family entertainment and live theatre.


Situated in the heart of the UK, the multi-purpose venue hosts over 100 events and welcomes over half a million visitors through its doors annually, with a capacity that can range from a maximum of 15,800 down to 2,464 for more intimate events.


Officially renamed as Arena Birmingham on 31 August 2017, the venue has also previously been known as the Barclaycard Arena (December 2014-August 2017) following the venue’s £26m redevelopment, and originally as the NIA (October 1991-December 2014).





The NEC Group Arenas also manage and operate the Group’s premium hospitality brand, Amplify. Amplify delivers a first-class service and an exquisite dining experience courtesy of the multi-award winning caterer Amadeus. Hospitality packages range from drinks packages to four-course artisan contemporary dining, in one of the arenas’ five exclusive restaurants or private ShowCubes (Arena Birmingham).



NEC Group

NEC Group is a live entertainment business with over forty years of world-class expertise in venue and destination management. Every year, over seven million people come together at more than 750 events at NEC Group venues and neighbouring Resorts World to learn, conduct business and be entertained.


Five of the UK’s leading business, leisure, and entertainment venues come under NEC Group’s portfolio – the National Exhibition Centre (NEC), International Convention Centre (ICC), Resorts World Arena, Arena Birmingham and the Vox Conference Centre. Additional interests include national ticketing agency, The Ticket Factory; hospitality brand, Amplify and award-winning caterer, Amadeus.


NEC Group also has a consultancy and venue management arm, NEC Group Venue Partnerships, which was recently awarded operating partner status for the iconic former Bradford Odeon with a remit to place it firmly back on the national live music touring circuit.



Images, courtesy: NEC Group Arenas


Andy Price is just one of the industry experts who will be discussing how to increase revenue through new builds, renovations and service expansions, as well as via the latest F&B and technology offerings, at ALSD International – Europe’s leading event for the Premium Seat & Hospitality sector – coming to the 82,300-seat Croke Park stadium in Dublin, Ireland, this October 28-29.



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