Digital transformation consultancy PTI Digital has been appointed by live events company NEC Group to develop a mobile strategy across the group’s venues and ticketing brand, The Ticket Factory. 

NEC Group’s venues include Utilita Arena Birmingham and the Resorts World Arena and of course the National Exhibition Centre (NEC) which opened in 1976. The group was restructured in February 2021, with the ticketing and arenas divisions merged into one. NEC Group has expressed its ambition to advance the volume of tickets for events at the group’s arenas sold through its Ticket Factory brand. 

Andy Price, commercial director of NEC Group for ticketing and arenas, said: “As an industry, we have had to be resilient in the face of the challenges of the past 18 months. However, the pandemic has also given us time to reflect on the future needs and aspirations of our customers. 

“Given their wealth of experience, it made perfect sense to partner with PTI to help us navigate the more fluid challenges in the short term before developing a longer-term strategic approach centred around a world-class customer experience.”

PTI has an extensive portfolio and manages nine ticketing platforms across the English Premier League, English Football League Championship, Premiership Rugby and county cricket, as well as other venues including Co-op Live in Manchester and Swansea Arena. 

The consultancy also announced a five-year global partnership with advisory, development and investment company Oak View Group back in March. 

More recently, and PTI has been appointed by rugby union’s London Stadium and Coventry-based Wasps as well as the Coventry Building Society Arena to deliver their technology strategy. 

PTI Digital chief executive Mike Bohndiek said: “We are delighted to be able to bring NEC Group into our stable of world-leading venue clients.  This is a complex brief, but one which we relish and it is exciting to play a part in helping deliver the group’s vision, walking alongside them in conceptualising, creating and delivering a customer-centric experience with a mobile strategy at its heart.”

Image: Jonny Gios on Unsplash