Sunderland Live spreads wings to take on national contracts

Chris Alexander
Chris Alexander
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THE team behind Sunderland International Airshow is going national.

Today sees Sunderland Live become UK Events Live, a new national company which will organise events across the country.

Managing director Chris Alexander said: “Our approach is very much about creating tailored packages based upon an understanding of what the client is seeking to achieve.

“As well as delivering great events that people talk about, our main area of specialism is our commercial acumen in helping organisations and events deliver the optimum financial benefits from their activity.

“We have great links to potential sponsors and have the ability to identify and pitch ideas and concepts to them, to help fulfil their specific aims and objectives.”

The company will continue to deliver events across Wearside under the Sunderland Live banner and already has a number of projects in planning across the UK.

Sunderland Live, which operates in partnership with Sunderland City Council, was set up last year to handle major events, such as the airshow.

Chris Alexander moved from his role as the council’s head of culture and tourism to head up the new venture, supported by an 18-strong team, who also transferred from the council to Sunderland Live.

The move would save money for the council, as well as freeing up the company to explore new sources of investment, said Mr Alexander.

“The creation of Sunderland Live is a really innovative way of delivering cost savings for the council and of making sure that our events are as big and bold as they can possibly be.

“Unlocking the commercial opportunities that our events programme offer is something we can do much more effectively as a stand-alone business than we could as part of the council’s team.”