THE NEC has marked a new chapter to for its 50th anniversary.
To celebrate 50 years since its opening of the centre bosses have brought its venues and experiences together under a single brand – the Nation’s Experience Capital.
Once best known for its exhibition halls, the business has grown into a multi-venue operator hosting exhibitions and conferences alongside international arena tours, major sporting events and immersive experiences.
The Nation’s Experience Capital now encompasses the NEC Campus, bp pulse LIVE, the Vox conference venue, Utilita Arena Birmingham and ICC Birmingham.
Bosses say the new brand signals a shift towards an experience-led model, bringing together all the venues under a single, consumer-facing identity.
The year ahead will also see significant investment across the NEC Campus. Central to this next phase will be immersive visitor experiences with a dedicated venue designed to host this content, launching later this year.
The anniversary celebrates five decades of experiences across its venues, welcoming more than 153 million visitors to over 36,000 events, generating an estimated economic impact of more than £50billion for the West Midlands region.
Paul Reeve, chief executive of the NEC, said: “Reaching 50 years is a proud milestone, but this moment is really about what comes next. The way audiences engage with live experiences has changed and so has our business.
“The Nation’s Experience Capital brings everything we do together under one cohesive identity and gives us a platform to grow new experiences, attract major national and international events and continue playing a leading role in the cultural and economic life of the UK.”
