24.10 - Manchester Central reports record turnover; First Event expands leadership team

Welcome back to 'In the Loop'!

In this edition, we explore the latest developments in the events industry, including Manchester Central’s record-breaking turnover of £27.2m, driven by standout events such as the Conservative Party Conference and the Hyrox World Championships.

We also highlight the new leadership appointments at First Event, with Samantha Ambler, Dan Walker, and Claire Knox joining as directors to drive the agency’s growth and creative strategies.

Additionally, we cover the launch of Patch’s new channel management tool, Octoplus, designed to streamline operations for venues, as well as Sir Nick Varney’s appointment as the new non-executive chair of NEC Group, bringing his vast experience to spearhead their future growth plans.

🏢 Manchester Central reports record turnover

Overview: Manchester Central , one of the UK’s leading events venues, has announced a record turnover of £27.2m, a 6.2% increase from the previous year. The venue welcomed nearly half a million visitors and contributed £137m to the regional economy, benefiting local hotels, restaurants, and transport networks.

Key Reflections:

• Financial Growth: The venue’s profit before tax rose to £3.8m, driven by increased event bookings from both local and international organisers.
• Major Events: Standout events included The Conservative Party Conference, the Interflora World Cup, and the HYROX World Championships.
• Future Prospects: Upcoming events like WOMEX - Worldwide | Music | Expo are expected to generate a further £28.3m, strengthening the venue’s economic impact.

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👥 First Event announces three director appointments

Overview: UK-based agency, First Event , has expanded its leadership team with the appointment of three new directors. Samantha Ambler FCIPD has been named people director, Dan Walker as director of experiences, and Claire Knox as director of marketing and communications. Each new director brings extensive industry experience to support the agency’s ambitious growth plans.

Key Reflections:

• People Focus: Samantha Ambler will drive First Event’s people strategy, enhancing talent acquisition and staff development.
• Creative Leadership: Dan Walker will oversee the agency’s creative, AV, and digital departments, enhancing client experiences.
• Marketing Expertise: Claire Knox will strengthen First Event’s brand and position as a full-service event provider, with a focus on creative solutions.

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🤝 NEC appoints former Merlin Entertainments CEO as new chair

Overview: The NEC Group has appointed Sir Nick Varney , former CEO of Merlin Entertainments , as its new non-executive chair. With over 30 years of experience in the tourism and leisure industries, Varney brings extensive expertise to his new role, overseeing the NEC's ambitious plans to transform its site into the UK’s leading entertainment and leisure destination.

Key Reflections:

• Extensive Experience: Sir Nick Varney led Merlin Entertainments from its inception in 1999, growing it into one of the world’s largest attraction operators.
• Future Growth Plans: NEC Group CEO Melanie Smith CBE noted that Varney’s expertise will support the group’s plans for expanding the NEC site, including outdoor event spaces and leveraging local infrastructure projects like HS2.
• Sector Leadership: Varney is also a senior advisor to Blackstone Private Equity and former chair of UKHospitality .

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🛠️ Patch launches new channel management tool

Overview: Patch Marketing has unveiled its new channel management tool, Octoplus, designed to streamline administrative and content handling for venues. Octoplus provides an automated solution for venues to efficiently update their listings, addressing the needs of Patch's clients, including Carlton House Terrace, Barbican Centre, and Congress Centre.

Key Reflections:

• Streamlining Operations: 77% of venues surveyed reported challenges in updating listings across multiple platforms, making Octoplus a welcome solution for handling this burden.
• Client Feedback: Amie Murphy from Carlton House Terrace highlighted the importance of accurate, up-to-date listings for securing prospective clients.
• Enhanced Visibility: Jackson Clark , Patch’s managing director, emphasised how consistent content updates drive lead generation and boost venue visibility.

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🧩 Live Group relaunches profiling tool to improve inclusivity at events

Overview: Live Group has relaunched its AudienceDNA profiling tool to enhance inclusivity at events. The tool, available across the UK and Singapore, enables organisations to gather audience data from registration through to post-event engagement, helping deliver more personalised and inclusive experiences.

Key Reflections:

• Inclusive Engagement: AudienceDNA helps organisations understand diverse audience behaviours and tailor event content for more meaningful interactions.
• Data-Driven Insights: Stephen D. Pickett , managing director of Live Group, emphasised how the latest technology enables dynamic personalisation by processing data in real time.
• Broader Accessibility: The tool has been redesigned to reach a wider range of users, ensuring events are more inclusive across different demographics.

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🎸 Elvis Revolution to launch at Immerse LDN in May 2025

Overview: Immerse LDN , in partnership with Layered Reality and Elvis Presley Enterprises/Graceland , will debut Elvis Revolution, a high-tech, immersive experience, in May 2025. Taking place at Excel London ’s new Immerse LDN entertainment district, the event will offer fans a journey into Elvis Presley’s life, centred around his legendary 1968 special performance.

Key Reflections:

• Cutting-Edge Technology: The experience will utilise generative AI and immersive tech to recreate intimate moments from Elvis’ life, giving fans unprecedented access.
• Global Impact: Joel Weinshanker of Elvis Presley Enterprises highlighted the immersive approach as a way to bring Elvis’ legacy to life for a new generation of fans.
• No Dynamic Pricing: Tickets will be sold at a fixed rate to ensure accessibility for all fans eager to experience this event.

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