Arenas agree UK first for social group booking

A packed crowd at the Genting Arena

An initiative by the owner of the Genting Arena and Arena Birmingham will let groups buy together but pay separately for the first time.

NEC Group Arenas and its ticketing arm The Ticket Factory has developed a social group booking process with Make It Social.

It allows an individual to reserve a number of seats together and then issue invitations to friends who can individually pay for their seats.

The Ticket Factory’s Richard Howle with Eddie Robb from make it social

The Ticket Factory’s Richard Howle said this functionality, which will initially be availble on selected events, shows the NEC continues to “leverage advancements in technology” to improve the customer experience.

He said: “Over a third of our NEC Group Arena bookings are for three or more people, which highlights the strong social aspect of live events”, said Howle, who is director of ticketing.

“Offering a social check out option for NEC Group Arena events, allows groups of friends to get together to buy tickets with ease, in a safe environment, giving them piece of mind that their places are secure.”

The two arenas have capacities of more than 15,500 and attract some of the biggest global stars, with the Arctic Monkeys, Paul Weller, Justin Timberlake, Britney Spears, and Kylie Minogue all playing in Birmingham in the weeks ahead.