Sally Walder

General Manager
Amplify, NEC Group

Sally is responsible for overseeing the operation and strategic direction of premium hospitality provider, Amplify, at two of the world’s leading multipurpose arenas – Genting Arena and Arena Birmingham. Having had over 12 years’ experience in the hospitality business, Sally has helped venues to capitalise on the growing hospitality market in the heart of the UK. Originally working on corporate hospitality box sales at Aston Villa Football Club, she then moved into the equally fast paced world of the arenas business in 2009, overseeing Amplify’s VIP packages and memberships for both corporate and private guests.

Sally’s expertise was integral to the 18-month, £26 million redevelopment project of Arena Birmingham, which included the creation of two new exclusive hospitality areas, and helped Amplify yield its best net profit figures in the business’ 20-year history.