Comic Con Liverpool Summer 2024

Comic Con Liverpool, hosted at Exhibition Centre Liverpool, has rapidly evolved into one of the UK’s premier pop culture events. The event, initially launched in 2018, has grown significantly over the years. By May 2024, it achieved a landmark success by not only occupying the entire Exhibition Centre but also expanding across the entire Liverpool Events Campus, which includes the neighbouring ACC Liverpool and the M&S Bank Arena. 

This case study examines how the strategic efforts of the Exhibition Centre Liverpool, in collaboration with Liverpool ONE, played a crucial role in scaling Comic Con Liverpool into the UK’s leading comic con event. 

The Growth of Comic Con Liverpool 

Comic Con Liverpool began as a regional event but quickly captured the attention of pop culture enthusiasts, industry professionals, and the media due to its diverse array of guests, immersive experiences, and strategic location. The team at Exhibition Centre Liverpool, recognizing the potential for growth, has continuously supported the event through expanded space offerings, enhanced facilities, and a commitment to hosting a world-class event. 

By May 2024, Comic Con Liverpool had outgrown its initial footprint within the Exhibition Centre. This expansion was not just about increasing physical space but about enhancing the overall visitor experience. The entire Liverpool events campus was utilized, including the Exhibition Centre, ACC Liverpool, and the M&S Bank Arena. This allowed for a more extensive range of activities, from panel discussions and celebrity meet-and-greets to large-scale live performances and gaming tournaments. 

Strategic Use of Space and Facilities 

One of the key factors in the growth of Comic Con Liverpool was the strategic use of the venue’s resources. The Exhibition Centre and the broader campus provided a flexible, state-of-the-art environment that could be adapted to the evolving needs of the event.  

•  Exhibition Centre Liverpool housed the main exhibition halls, featuring vendors, artists, and merchandise stalls. The spacious, adaptable nature of the halls allowed for an immersive experience with elaborate set designs, life-sized props, and interactive booths. 

• ACC Liverpool hosted panel discussions, workshops, and smaller, more intimate sessions with creators and celebrities. The variety of room sizes and configurations allowed for a tailored approach to different types of sessions. 

• M&S Bank Arena was utilized for large-scale performances, cosplay competitions, and exclusive screenings, offering attendees a high-energy atmosphere with high-end audio-visual equipment. 

This comprehensive use of space across the entire campus ensured that all aspects of pop culture—from comics and movies to anime and gaming—were represented, making it a one-stop destination for fans. 

Partnership with Liverpool ONE 

A critical element in raising the profile of Comic Con Liverpool and enriching the visitor experience was the partnership with Liverpool ONE, a premier retail and leisure destination located in the heart of the city. This collaboration extended the Comic Con experience beyond the events campus and integrated it into the broader fabric of the city by adding a new dimension to the event, creating additional engagement opportunities for attendees and driving traffic to the city centre. 

• Pre-Event Promotions: Liverpool ONE served as a promotional platform, engaging with visitors through themed pop-up shops, interactive installations, and character appearances in the weeks leading up to the event. This not only generated buzz but also attracted a wider audience, including casual shoppers and tourists who might not have been aware of the event. 

• Enhanced Visitor Experience: During Comic Con, Liverpool ONE offered exclusive deals for attendees, hosted satellite events such as cosplay parades and fan meet-ups and provided designated relaxation zones themed around popular franchises. These activities enriched the overall visitor experience, making Comic Con Liverpool not just an event, but a city-wide celebration. 

• Logistics and Accessibility: The proximity of Liverpool ONE to Exhibition Centre Liverpool also played a crucial role in the planning and accessibility of the event. Easy access to dining, shopping, and entertainment options within Liverpool ONE made it convenient for visitors to enjoy a full day of activities without having to leave the city centre. 

Local Press Quotes: 

• "Comic Con Liverpool 2024 was a spectacular success, drawing record crowds and injecting a vibrant energy into the city. The partnership with Liverpool ONE was a masterstroke, seamlessly blending retail and pop culture to create an unforgettable experience for fans and locals alike." - Liverpool Echo 

• "The collaboration between Comic Con Liverpool and Liverpool ONE set a new standard for how city-wide events should be executed. It was not just a convention, but a celebration of geek culture that permeated every corner of the city centre." - The Guide Liverpool 

• "This year's Comic Con Liverpool was a game-changer, with Liverpool ONE adding an extra layer of excitement and accessibility to the event. The combination of celebrity guests, interactive fan zones, and exclusive merchandise made for a weekend that will be remembered for years to come." - Liverpool Confidential 

Impact and Future Prospects 

The success of Comic Con Liverpool in May 2024 marked a significant milestone for both Exhibition Centre Liverpool and the event itself. The expanded use of the Liverpool events campus and the partnership with Liverpool ONE elevated the event to a new level, setting a benchmark for future comic cons in the UK. 

Visitor numbers exceeded expectations, with tens of thousands of fans attending from across the country and beyond. The event also received extensive media coverage, further solidifying its status as a leading comic con in the UK. 

Comic Con Liverpool 2024 had a significant impact on both the local community and the wider pop culture landscape: 

• Economic Impact: The event, boosted by its partnership with Liverpool ONE, contributed an estimated £15 million to the local economy. The collaboration drew visitors into the city centre, benefiting hotels, restaurants, and retail outlets. 

• Cultural Impact: The event reaffirmed Liverpool's status as a hub for pop culture enthusiasts in the UK. It also provided a platform for local artists and creators to gain exposure to a broader audience. The extended activities at Liverpool ONE brought the convention to a wider audience, engaging locals who might not have attended the convention centre. 

• Fan Engagement: The positive feedback from attendees highlighted the event's success in delivering an engaging and memorable experience. Social media was buzzing with photos, videos, and testimonials, further cementing Comic Con Liverpool's reputation as a must-attend event. The integration with Liverpool ONE was particularly praised for adding convenience and enhancing the overall experience. 

With the continued support of the venue and the city, Comic Con Liverpool is poised to grow even further, potentially expanding into new content areas, attracting more international visitors, and setting new standards for fan conventions in the UK. 

Conclusion 

Comic Con Liverpool 2024 was a resounding success, drawing in record crowds and offering an unforgettable experience for pop-culture fans. The event's growth into the UK's leading comic con event is a testament to the strategic vision of the ACC Liverpool team and collaboration with Marketing Liverpool and Liverpool ONE. By leveraging the full potential of the Liverpool events campus and integrating the event into the city's retail and leisure offerings, we created an unparalleled experience for visitors and contributors alike. As the event continues to grow, it will undoubtedly remain a highlight of the UK's pop culture calendar.