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The NEC targets live events with £1.2m investment

The NEC has said it’s investing £1.2m in a bespoke, state-of-the-art seating system. The announcement follows on from a 50 per cent year on year growth in revenue from live experiential events.

“Clients can choose from up to seven tribunes of 273 seats, which can be rolled out rapidly into any configuration,” the NEC said in a statement.

Purpose-designed for the NEC the flexible structure offers seating for audiences in a fraction of the time it takes to deploy demountable seating, and at a fraction of the cost, the venue claims.

The new feature can be used in any of the NEC’s 20 interconnected multipurpose halls.

“These seats are game-changers,” said Adrian Evans, NEC director conference and live events. “The flexibility and speed of deployment makes lead times shorter and increases availability at the venue, co-ordinating perfectly with flat floor seating to offer even more formatting options and accommodating higher delegate numbers.”

To make sure the seats were fit for purpose for clients, the NEC had prototypes of the seats delivered to the offices in January and invited key agency clients to come and experience them first hand.

“Every client wants something different, every agency is looking for a venue that can deliver a format that has never been done before – and that’s what the NEC is delivering,” Evans concluded.