The Ticket Factory has been named as the ticketing partner for Coventry’s year as UK City of Culture 2021.

The West Midlands-based firm will provide the full ticket purchasing and delivery system to the Coventry City of Culture Trust for events during the City of Culture year, which kicks off on May 15, 2021 and runs through to May 2022.

The software will also integrate with other organisations’ and venues’ own ticketing systems to allow visitors to events in the city to book their tickets in one place.

The system will come into use in mid-November 2020 to allow people to buy tickets for Coventry Glides – the ice rink that will be set in Coventry Cathedral Ruins when it opens in December. The full programme goes on sale in 2021.

Laura McMillan, of the Coventry City of Culture Trust, said: “This relationship is going to be key in delivering our ticketing strategy and making sure that we have the support in place to ensure that as many people as possible can access the tickets to the events they want to see and take part in.”

The Ticket Factory works for clients right across the UK, and is the official box office for the NEC, Utilita Arena Birmingham and Resorts World Arena and has provided box office services for major exhibitions including Crufts, Motorcycle Live and Autosport International. It is also the agent for many major sporting events, including those of British Athletics and the Lawn Tennis Association.

Richard Howle (pictured), director of ticketing at The Ticket Factory, said: “Celebrating the great cultural diversity in our region is something we at The Ticket Factory are proud to be a part of.

“Coventry’s UK City of Culture status will help reignite the arts and live events, which are traditionally real economic drivers and thriving sectors in the West Midlands.

“It is hoped, that with a packed calendar of ticketed events across 2021, more people can experience a wider variety of culture than ever before in this great city.”

The UK City of Culture is a designation given to a city in the UK for a period of one year. The aim of the initiative, which is administered by the Department for Digital, Culture, Media and Sport (DCMS), is to provide the area with an economic and social boost through events.