NEC Group Arenas appoints new head of commercial

Andy Price has been appointed head of commercial at UK venue operator NEC Group Arenas.

Working across the 15,800-capacity Arena Birmingham and 16,000-seat Resorts World Arena (formerly Genting Arena), both in Birmingham, Price will focus on both growing existing revenues and generating new streams by identifying new products and business opportunities. He will also be responsible for developing and growing the arenas’ VIP hospitality business, Amplify.

Prior to joining the NEC Group, Price spent seven years as regional marketing director for radio brands Free Radio and Gem, where he also delivered live events such as Free Radio Live. Most recently, he worked as client services director at Alive, a creative communications agency.

“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,” he comments.

“I’m looking forward to implementing the best practice I’ve seen across venues during my time in the industry”

“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, newly appointed director of arenas, adds: “Having worked with Andy for many years, I am delighted that he has joined the [NEC Group] 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 eventgoers who walk through our doors every year.”

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free digest of essential live music industry news, via email or Messenger.