Sterling Event Group, a leading force in technical event production, has announced a major expansion in facilities, a strengthened specialist team, investment in the latest production technologies, and a new brand identity. This strategic expansion underlines the company’s ambition to become the industry’s partner and employer of choice.
With an impressive 25-year track record of delivering high-end production for corporate, private, public sector and live entertainment events, Sterling is now scaling its capabilities to support national and international growth. The company has built deep-rooted relationships with clients across the North of England and has consistently delivered strong growth year on year.
Sterling’s move to a new 102,000 sq ft warehouse at Manchester’s ICON Business Park more than doubles its existing capacity. 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 across client events, as well as dry hire provision.
Equipped with 16 loading bays, upgraded workshops, and 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.
“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.”
As well as supporting the growth and development of Sterling’s team, the company is a huge advocate for the next generation of event professionals, working closely with organisations such as Production Futures and Power of Events, which champion careers in the events industry.
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 that momentum and scale our offering to a broader market.”
