Lincoln tech firm creates virtual venues in the West Midlands


A Lincoln-based technology company is developing virtual representations of venues in the West Midlands, aiming to attract new international clients and strengthen the region’s reputation as an events destination.

Iventis has been tasked by the West Midlands Growth Company to create ‘digital twins’ for 10 venues, including locations like the NEC, Utilita and Resorts World Arenas, Edgbaston Stadium, and other sports stadiums.

The tech firm, which is backed by Mercia Ventures through equity finance from the Midlands Engine Investment Fund, has an events planning software that is used for organising many events across a wide range of event types, including international sporting fixtures.

These digital models will be showcased at the region’s exhibition stand during the SportAccord World Sport & Business Summit in Birmingham on April 7.

They will enable venues to offer interactive 3D tours to individuals from global sports federations and governing bodies, allowing them to explore various rooms and spaces remotely.

Prospective clients will have the opportunity to experiment with different layouts, seating arrangements, and security measures, and visualise their branding in real-world settings.

Joel Lavery, strategic lead of sporting events at the West Midlands Growth Company, said: The West Midlands is at the heart of sport in the UK with a unique, pacesetting sporting heritage and a fantastic array of dynamic, diverse and continually expanding sporting settings. Major sporting events and championships equal big business for a city and region and it’s important to have the edge when it comes to developing a strong pipeline of future hosting opportunities against competing destinations.

 “That is why working with Iventis at SportAccord is crucial – the company’s innovative technology will transform the way delegates experience our world-class venues, from the home of golf, The Belfry to the focal point of the 2022 Commonwealth Games, the Alexander Stadium.”

Joe Cusdin, CEO of Iventis, said: “The Midlands has some of the biggest and best events venues in the UK, as demonstrated at the Birmingham Commonwealth Games 2022. But no matter how good the venue is, it won’t even get on the shortlist if event organisers can’t visit the venue to check it out, which can be difficult if they are based overseas.

 “Our digital twin models allow them to see the venue from every angle and visualise how their event and branding would look. They help venues to attract more business from international clients and sell sponsorship and advertising opportunities. They also enhance event planning and safety by enabling teams to simulate different aspects of the operations and different emergency scenarios to identify potential risks.”

The full list of venues includes the NEC , Resorts World Arena, Edgbaston Stadium, Utilita Arena, Sandwell Aquatics Centre, Edgbaston Priory, CBS Arena, British Judo Centre, The Belfry and the Alexander Stadium.