Birmingham venue finder acquires Impact

Birmingham-based conference booking agency Choice Locations has purchased Leicestershire-based Impact Conferences and Events for an undisclosed sum. “We are very excited about the acquisition of Impact Conferences and Events – it is a very well established agency with an excellent portfolio of clients,” said Choice director Sally Clift. Choice Locations decided to acquire the East Midlands business because it would complement the agency’s West Midlands portfolio and allow it to provide a more personalised service. "Impact has a strong business base in the East Midlands and Choice Locations has an equally strong business base in the West Midlands,” said Clift. “This is a merger of equals and we look forward to growing the combined business in the future.” Choice Locations was formed on 1 January last year following a merger of Conference Choice and Locations Venue Search. It has ten staff across its Birmingham headquarters and Preston office and, following the acquisition of Impact Conferences, the new company will have a combined turnover of £5m. Clift said 90% of its business was derived from venue finding. It also provided conference registration and event management, a sector that Clift said had the potential to grow in future. “We will be putting together a marketing plan in the future,” she said. She added that Choice Locations had no immediate plans for further expansion but it was “looking at options”.

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