Coventry City step up CBS Arena plan as new appointment made

A new general manager has been appointed to help Coventry City create a “world class" fan experience at the CBS Arena.

Legends Global has appointed Andy Price to lead the company’s new partnership with the venue, working with the football club and the arena team to shape its future.

An article from Event Industry News, it says the partnership brings together Legends Global’s experience across 450+ venues worldwide with the ambition of Coventry City Football Club and Coventry Building Society Arena.

It adds that ‘Working collaboratively, the aim is to transform the arena, creating a world-class fan experience.’

As part of his role, Price will oversee venue operations, transform food and beverage and premium hospitality revenues on matchdays, and drive growth in non-matchday revenue through conventions, special events, concerts, ticketing and more.

He joins from Olympia in London, part of the Legends Global network, where he has spent the last two years as Marketing and Communications Director. There he led the venue’s marketing strategy and played a key role in the design and development of two major projects, The ICC and The Addison.

Before joining Legends Global, he spent five years as Commercial Director of the Ticketing & Arenas division at The NEC in Birmingham. This followed 17 years in marketing and live events roles in commercial radio.

Price said: “I’m delighted to be joining the team at Coventry at such a pivotal time for both the football club and the venue. We have huge ambitions and big plans for growth in the years ahead.

“This opportunity provides a platform for me to bring together everything I learned through a variety of roles in the live events industry – music, conferences and events, ticketing, premium hospitality – it’s all part of our plans and I can’t wait to get started!”

Announced in August, the 10-year partnership is backed by a joint investment of more than £15 million from Coventry City FC and Legends Global over the next three years. It will upgrade hospitality, food and beverage, technology, premium spaces and the wider venue. With a phased transition effective immediately, Price will take up the role full time from December 1.

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