Andy Price has been appointed as head of commercial at the NEC Group Arenas.

Working across both Arena Birmingham and Resorts World Arena, Price will focus on growing existing revenues as well as 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.

Price joins the NEC Group with a 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 live events, including Free Radio Live. Most recently, Price worked as client services director at Alive, a creative communications agency.

Price said: “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.”