Amplify Your Live Event Experience

Amplify Your Live Event Experience

Amplify is the premium hospitality provider for the NEC Group’s two arenas – Arena Birmingham and Genting Arena. Set up over 20 years ago, packages provide exclusive hospitality and exquisite dining, with premium tickets for concerts, entertainment and sports events. It’s the perfect way to treat the family, or host that important client.

Who is Sally Walder?

I’m the General Manager of Amplify. Having had over 12 years’ experience in the hospitality business, I understand the difference between good and exceptional hospitality.

Having initially developed my knowledge of the industry in football – selling corporate hospitality boxes- I moved into the equally fast paced world of the arenas business and haven’t looked back!

What made you get into the hospitality sector?

Birmingham has the strongest entertainment market in the UK outside of London, and with it, brings ample opportunity to offer enhanced hospitality offerings. I’ve always thought it important for businesses to offer the best customer service possible, so hospitality was a natural sector for me to go into and something I continue to enjoy.

What do you love about working at Amplify?

The people. We have a great variety of customers from all over the UK walk through our doors, and I strive to ensure they feel as special as possible throughout their experience with us. I also have a fantastic team of Amplify representatives who support me with this – dedicated account managers who look after members, and event hostesses who ensure customers receive a first-class service right through to event finish.

What is the most challenging part of working in Amplify?

Working in live events means we work ridiculous hours throughout the year. There’s a great deal of work that happens behind the scenes of every event and preparations often need to take place months in advance. From promoting the event, through to deciding menu options, facilitating special requirements and securing Show Cubes for VIP guests of an artist, all fall under our remit.

Tell us about the Show Cubes – what are they?

These are our ten exclusive and luxurious hospitality boxes at Arena Birmingham. The perfect way to entertain up to 14 clients, colleagues or friends, each includes a private bar and offers balcony seating, not to mention uninterrupted panoramic views of the Arena. These benefits plus private entrance and in-cube dining as an optional extra, have made them our most sought after facilities for corporate and private guests alike.

What are the best ways to get Amplify packages?

The Amplify team is on hand every weekday 9am-5pm to help with any booking enquiries on 0844 338 0333. I’d recommend that those interested get in touch as soon as they hear about the event, especially if they would like to reserve a Show Cube.

Be the first to hear about NEC Group Arena events by signing up to the Genting Arena and Arena Birmingham mailing lists via their websites, or visit

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