Factory International, the team behind Manchester’s Aviva Studios and the Manchester International Festival, has named big hitter Scott McVittie as its new executive commercial director to drive its commercial strategy and cement Aviva Studios as a global cultural powerhouse.
Named one of TIME magazine’s 100 best places to visit, Aviva Studios has fast become a cornerstone of Manchester’s cultural scene, welcoming 700,000 visitors in the year following its opening in October 2023.
With 81% travelling specifically to Manchester to visit the venue, it is set to contribute £1.1 billion to the economy over the next decade. As part of its mission to make the arts accessible to everyone, over 21,000 people have accessed Aviva £10 tickets as part of its affordable ticket strategy. Nestled in Manchester’s St. John’s neighbourhood, the venue is a hub where innovation, creativity, and community converge.
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McVittie brings over 15 years of commercial strategy experience from cultural giants like Toronto’s Luminato Festival and ASM Global’s OVO Arena Wembley, as well as a transformative role taking Skylight Bars at Tobacco Dock from a pop-up hospitality operation into two of London’s most exciting venues.
He joins Factory International’s leadership team alongside artistic director and chief executive John McGrath, creative director Low Kee Hong, executive director Sheena Wrigley and chief financial officer Karen Bass.
McVittie’s remit includes further establishing Aviva Studios as a leading destination for commercial events, brand partnerships, philanthropic giving, hospitality experiences, and live music.
He will drive commercial revenue growth, ensuring the work of Factory International is supported by a sustainable financial foundation. Through partnerships with some of the world’s most innovative and creative brands, he will lead the execution of impactful activations and programmes that reflect Manchester’s rich cultural fabric. He will also spearhead philanthropic initiatives designed to connect arts and culture donors with the next generation of Northern artists.
McVittie will also strengthen the venue’s reputation as one of the UK’s leading live music venues, which has hosted global superstars Johnny Marr and Fontaines DC, and emerging artists such as Romy.
Artistic director and CEO McGrath said: “Scott’s approach to growth and his ability to create impactful initiatives is perfectly aligned with Factory International’s ambitions to drive social change through arts and culture. His experience and vision will elevate our presence and excite brands about what we can achieve together.”
McVittie added: “Aviva Studios is a place that is changing the artistic fabric of the UK, and I’m excited to help shape its future as a leading arts and entertainment hub for Greater Manchester and beyond.
“The team are incredibly talented, and I’m looking forward to working with them to drive an impactful commercial strategy that will strengthen the organisation’s appeal and highlight the vast potential of Aviva Studios.”
