Gibb will raise the profile of the 87-acre site, which includes residential buildings.Regeneration specialist Quintain Estates & Development’s plans for the area include a designer outlet, a large cinema and a Hilton International Hotel with its own business centre, function suite and health club. Completion is due by 2013.
There will be a strong focus on brand development and Gibb’s main brief is to drive commercial growth and cultivate sponsorship, particularly using assets such as the arena and the car parks.
Gibb says one of his first jobs will be to introduce “fan villages” for sporting events, which will offer pre-game entertainment for fans.
“Major brands want to engage quickly and cost-effectively with targeted demographic groups,” explains Gibb, “and consumers are becoming more resistant to traditional marketing methods. Wembley City offers the space to create innovative experiential marketing events that can reach up to 90,000 people at once.”
Gibb was previously group commercial manager at United Business Media, where he was responsible for the Bars Group portfolio.
This involved overseeing strategic direction and delivering feature sponsorship for the Bar Show, and annual Theme Bar and Restaurant Awards and the monthly B2B Theme Magazine.