Business membership boost for NEC hospitality arm

THE NEC’s hospitality arm, amplify, has seen sales increase by more than 50% since undergoing an extensive re-branding exercise in 2009.

It is now introducing a fourth membership offering following the success of its three existing packages. Membership levels have experienced 15% growth over recent months.

Sally Walder, general manager of amplify, said: “The premium level membership ‘Air’ has doubled in the last six months, and the boom is largely attributed to the knowledge of the membership opportunity being marketed out into the regional business community.”

As a result of this, amplify has introduced the new ‘Club Plus’ offer to meet rising demand. 

“Hospitality Package revenue has also rocketed, with sales overall increasing by over 50% over the last three years,” said Walder.

“This growth is largely down to the introduction of the ‘Freestyle’ entry level hospitality option which is available for non-members on a show by show basis.”

The amplify branding and offering was re-vamped as part of the NEC Group’s wider strategy to enhance customer experience when visiting the National Indoor Arena (NIA) and LG Arena.

Amplify has also expanded its portfolio to include off-site at events such as RHS Hampton Court, Top Gear Live, the Diamond Jubilee at Windsor Castle and various events at the Royal Albert Hall.

The £20.5m refurbishment of the NIA, which is due to start in January next year, is expected to significantly grow amplify further, with greater opportunities for pre-and post-show hospitality.

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