Gent­ing Arena to be re­named to unify venues

Birmingham Post - - NEWS -

ONE of re­gion’s pre­mier venues is to be re­branded.

The Gent­ing Arena, at the NEC near Soli­hull, will be known as the Re­sorts World Arena from De­cem­ber 3. live mu­sic

The arena is part of the same NEC Group as the ICC and Arena Birm­ing­ham in the city cen­tre.

It was known as NEC Arena for years be­fore a com­mer­cial deal with telecom­mu­ni­ca­tions firm LG saw it re­named the LG Arena in 2008 which was fol­lowed by a £29 mil­lion ren­o­va­tion pro­ject.

In Jan­uary 2015, the venue be­gan life un­der its cur­rent guise af­ter a ten-year deal was signed be­tween the NEC Group and Gent­ing UK, the casino and leisure group which de­vel­oped and op­er­ates the Re­sorts World Birm­ing­ham com­plex op­po­site the arena.

Gent­ing UK said it made sense to bring the two venues un­der the same brand as peo­ple were in­creas­ingly us­ing Re­sorts World Birm­ing­ham as part of their visit to the arena.

Ian Ben­nett, op­er­a­tions direc­tor for Re­sorts World Birm­ing­ham, added: “Since we opened, we have estab­lished our­selves as a ma­jor des­ti­na­tion for leisure and en­ter­tain­ment ex­pe­ri­ences.

“Vis­i­tors to the arena are in­creas­ingly us­ing Re­sorts World to add to their visit, whether as a pre-event venue or to ex­tend their ex­pe­ri­ence post-show. There­fore, it makes sense to align the two venues un­der one brand. We are de­lighted to con­tinue our re­la­tion­ship with the arena and the NEC Group with this ex­cit­ing new brand de­vel­op­ment.”

Phil Mead, man­ag­ing direc­tor of NEC Group Are­nas, said: “The align­ment of the Re­sorts World brand to our world-class arena will serve both par­ties well in max­imis­ing brand­ing op­por­tu­ni­ties.

“Re­sorts World Birm­ing­ham was the first piece of the group’s leisure strat­egy to trans­form the NEC cam­pus into a 24-hour leisure and en­ter­tain­ment des­ti­na­tion and has helped us to in­crease cam­pus foot­fall, reach­ing 7.5 mil­lion in 2018.

“The arena has in­vested in ex­cess of £3 mil­lion in its fa­cil­i­ties since part­ner­ing with Gent­ing UK, en­hanc­ing the cus­tomer ex­pe­ri­ence both front and back of house.”

> Gent­ing Arena will be re­branded

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