Live Company Group Plc (LON:LVCG) shares were lifted in early deals on Tuesday after it said it is to take responsibility of promoting, managing, and operating its flagship BRICKLIVE show in the UK for the first time.
The media group said it had entered into an agreement with the National Exhibition Centre (NEC) in Birmingham to host the BRICKLIVE show from 31 October to 3 November.
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LVCG said that while taking responsibility for the show would result in a greater outlay, it expected to benefit from increased revenue by receiving all ticket and commercial sales, while previously it had only received a content and licence fee.
At the new show, the company said it would be showcasing its new BRICKLIVE Force and BRICKLIVE Outerspace touring assets while also introducing a new format of half-day sessions.
The NEC show will be the first one held in Birmingham since LVCG acquired Lego-brick sculpture company Bright Bricks Limited for £8.5mln in October.
The group added that it had appointed Sarah Whittaker, who has managed previously BRICKLIVE events at the NEC, on board as chief marketing officer from the start of May.
Whittaker would be responsible for managing the new BRICKLIVE NEC show as well as other BRICKLIVE events in the UK and Europe.
David Ciclitira, Live Company’s executive chairman, said the company was “ideally placed” to manage the NEC show following the Bright Bricks acquisition, adding that Whittaker would bring “a substantial amount of event management experience” to the company.
Second Monaco Christmas show
In a separate announcement, the company said it had reached an agreement with the Grimaldi Forum (GFM), a conference centre in Monaco, to host a BRICKLIVE Christmas show in the principality.
The show, which will run from 21 December 2019 to 5 January 2020, is the company’s second BRICKLIVE Christmas show held in Monaco and will involve GFM staging and promoting the show with content on loan from BRICKLIVE.
"After the huge success of the BRICKLIVE Christmas Show in 2018, where over 11,000 people visited the event, we are thrilled that the Christmas Show will be returning to the Grimaldi Forum, Monaco in 2019”, Ciclitira said.
BRICKLIVE is a series of shows featuring sculptures constructed out of Lego-bricks and areas where attendees can build their own sculptures.
Shares were up 3.5% at 58.5p.