Legends Global has appointed Andy Price as General Manager of Coventry Building Society Arena as the company begins its new partnership with the venue and Coventry City Football Club.
Price will oversee venue operations and work alongside Coventry City Football Club and the arena team on the next stage of the venue’s development.
His responsibilities will include developing food and beverage and premium hospitality revenues on matchdays, alongside growing non-matchday business through conferences, events, concerts, ticketing and other activities.
Price joins from Olympia in London, part of the Legends Global network, where he has spent the past two years as Marketing & Communications Director.
During his time at Olympia, he led the venue’s marketing strategy and contributed to the design and development of The ICC and The Addison.
Before joining Legends Global, Price spent five years as Commercial Director of the Ticketing & Arenas division at The NEC in Birmingham.
That followed 17 years working across marketing and live events roles within commercial radio.
Andy Price said, “I’m delighted to be joining the team at Coventry at such a pivotal time for both the Football Club and the Venue. We have huge ambitions and big plans for growth in the years ahead. This opportunity provides a platform for me to bring together everything I learned through a variety of roles in the live events industry – music, conferences and events, ticketing, premium hospitality – it’s all part of our plans and I can’t wait to get started!”
Gary Simpson, SVP Operations UK at Legends Global said, “At Legends Global, we’re always looking to the exceptional talent already within our business, giving people the opportunity to grow and take on new roles at our venues. Andy is a great example of that – he comes with fantastic experience, and I am delighted that he is stepping into the General Manager role. We’re proud to be working together with Coventry City Football Club and Coventry Building Society Arena and are very excited about what we can achieve together to transform the venue for the years ahead.”
The appointment follows the announcement in August of a 10-year partnership between Legends Global, Coventry City Football Club and Coventry Building Society Arena.
The partnership is backed by more than £15 million of joint investment from Coventry City Football Club and Legends Global over the next three years.
Investment is planned across hospitality, food and beverage, technology, premium spaces and the wider venue as the partners seek to develop both matchday and non-matchday activity.
A phased transition is already under way, with Price due to take up the General Manager role full-time from 1 December.
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