Sterling Event Group, one of Manchester’s longest-standing technical event production specialists, has announced a major business expansion in its growth from regional powerhouse to industry partner and employer of choice.
From conferences, product launches, and award ceremonies through to live shows and sporting events, Sterling has built an impressive 25-year track record of supporting leading venues and agencies across the North of England, earning a reputation of one of the region’s most respected technical event production partners.
Sterling’s move to a new 102,000 sq ft warehouse at Manchester’s ICON Business Park more than doubles its existing footprint. The move cements the company’s long-term commitment to the North West as its operational base, whilst enabling broader delivery of high-impact event technology of all sizes, from small and bespoke, through to arena-scale productions.
The site will house a comprehensive inventory of professional-grade production technology, which is meticulously serviced and maintained by Sterling’s in-house team, for deployment at client events, as well as dry hire provision.
Equipped with 16 loading bays, upgraded workshops, and comprehensive equipment tracking, the facility enhances operational efficiency, enabling Sterling to support complex, multi-site events of all sizes across the UK and internationally. The ICON site will also include advanced machinery for custom staging and creative set builds, as well as a preproduction and showcase space, where clients can preview and refine their event experiences.
“Our move to larger premises is more than an expansion in space; it’s about creating a collaborative hub where our team, clients, and technology partners can come together to further strengthen relationships across the events industry,” explains Richard Bowden, Managing Director, Sterling Event Group. “To meet the evolving needs of venues, agencies, and clients, we need to understand their specific requirements for successful event delivery. This enables Sterling to deploy our technical and creative solutions to help them deliver even more ambitious and innovative events.”
Sterling’s ethos has always been rooted in pairing cutting-edge technology with exceptional talent. Over the past year, the team has grown by 35%, expanding across project management, designers, on-site and warehouse technicians, and support staff, offering clients an expert team across technical and creative disciplines. The company continues to recruit locally, offering skilled jobs in a sector seen as a major driver for the region’s creative economy.
“Our people are at the heart of what Sterling does, and investing in their talent, growth, and wellbeing will remain a fundamental pillar for the company as we continue to expand our market presence,” Bowden continues. “Clients can put their trust in a highly experienced, specialist team that operates with a fully coordinated approach and a unified, clear goal.”
Complementing the expansion is a fresh new brand identity, including an updated logo and website, which reflect Sterling’s forward-looking mindset and commitment to innovation. The rebrand captures the company’s evolution from a trusted regional supplier to a full-service national and international production partner.
“Sterling’s new identity is a statement of intent,” concludes Bowden. “Despite tough times for the events sector, we’re building on 25 years of excellence, thanks to strong client relationships, a commitment to excellence, and a team that brings passion and professionalism to every project. Now is the right moment to build on the momentum we have in the North West, and scale our offering to a broader market, both across the UK and internationally.”