Upper Street Events acquires Value Added Events

Upper Street Events today announces its acquisition of Value Added Events, adding two shows, Move It – Dance London and The Language Show, to its growing portfolio of events.

 

Value Added Events (VAE) launched Move It three years ago and immediately captured the imagination of a growing audience of dance enthusiasts.  Held annually in Olympia, the event is a celebration of dance, giving thousands of novices and experienced dancers the chance to try out new dance styles in taster classes, along with providing access to the largest dance retail offering in the country.  In addition the main stage hosts celebrity dancers, including Anton du Beke and Erin Boag from Strictly Come Dancing, creating a spectacular programme of performances throughout the day.

The Language Show has been run by VAE for the last four years and has seen significant growth during that time.  The event showcases many of the different ways to learn new languages - from evening classes and language schools to distance learning, self study courses, tapes, CDs and software. Held in annually in Olympia, beginners, language teachers and linguists, can access 130 exhibitors, 80 talks, presentations and seminars in an information rich, fun and entertaining event.

Commenting on the acquisition, Paul Byrom, Head of Events, Upper Street Events, says: “We are delighted to have added VAE events to our business.  We have committed to a programme of developing launch events as well as acquiring and partnering other businesses. When we first met Jonathan it was clear that he had created two very strong brands which have good future growth given the right level of investment. It was also important for us that the businesses share similar values and practices – a critical factor in ensuring the smooth transition of the current team and customer relationships into our business.”

Jonathan Scott, Managing Director of Value Added Events added, “I have put a huge amount of passion and energy into the events and I believe that the team and the show brands are in very good hands.  Upper Street Events is obviously committed to developing the shows and have the resource and infrastructure to achieve this. I am looking forward to working with the team to help develop the future plans and, post the handover period, taking some time off before I pursue other ideas.”

Adding to Upper Street Events existing portfolio, which includes Caffè Culture, The London Art Fair, New Designers, the Country Living Fairs and the Cycle Show, the two new events will continue to take place at Olympia and will be overseen by Commercial Director, Dan Holmes.

Holmes adds: “We’re all very excited by the potential these events offer and are looking forward to working with the current team to take them to the next level.  The skills we have in delivering a strong trade and consumer offering, along with creating feature rich content and conveying focussed marketing and sales messages, will ensure that together we can continue to host two great shows and anticipate seeing significant growth for them over the coming years.”

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