Arena Group Case Study

Creating the UK’s leading live events services group

David Walley identified an opportunity in the market in 2000 to create a leading live events services group. With funding from private equity investor Candover, David acquired six businesses: Sellers Group (four companies) – a provider of hospitality solutions, seating, and marquees; Elegant Days – a party/hospitality provider; and Championship Structures – a provider of temporary structures.

Business Insight

The six businesses had a combined turnover of £18m and £0.5m EBITDA at the time of acquisition and were positioned as commodity providers.

Investment in People, Systems & Processes

People

New teams were created that provided central finance and HR functions, contributing to commercial decision-making through timely and value-added KPI reporting.

A new logistics expert was recruited, and a manager from one of the acquired entities was promoted and developed, eventually becoming CEO when David stepped away at the point of sale.

Systems

As part of the consolidation, investment was made into new finance and operating systems to support the entire group.

Processes

The greatest contributor to the group’s success and growth was the rebranding to Arena Group, aligning all six companies under one banner. This repositioning enabled Arena to present itself to the market as a single comprehensive service and solutions provider, which helped secure new contracts and expand into new market segments.

Exit Strategy

By 2007, the business had been consolidated to two sites in the UK, with revenue doubling to £35m and EBITDA growing 7x to £3.5m. The company was sold to trade buyers from Ireland, with the existing management team remaining with the business.