Pure Entertainment Group

What Pure Entertainment Group does

Pure Entertainment Group, operating as Pure Global, is a UK-based creative entertainment agency founded in 2019 by Hayley Richardson and headquartered in Pickering, North Yorkshire. The company provides live entertainment production and event management services to enterprise clients across the UK and European leisure, travel, and heritage sectors. Its service portfolio spans five integrated divisions: Live Acts (tribute acts, bands, specialty performers, celebrity artists, solo/duo/trio acts, roaming entertainment, licensed characters, and the Muso digital music companion), Events (festivals, weddings, theming and decor, children's entertainment, bingo, and the THE POLAR EXPRESS Train Ride experience), Creative (content development, choreography, show design), Brand Licensing (licensed entertainment properties including the Warner Bros. THE POLAR EXPRESS license and WB SHIELD trademark), and AV & Digital (audio-visual production services).

The underlying technology is fundamentally operational and production-oriented — staging, AV equipment, creative direction, theming, decor, and brand licensing integration — rather than software or platform-based. There are no proprietary AI, machine learning, or data-driven systems disclosed in the source material; the company's value is delivered through human talent, creative production, and licensed intellectual property.

The business model is professional services and licensing: the company earns booking fees and production fees for live entertainment acts, custom event production fees for theming and decor, licensing royalties from branded entertainment experiences (notably THE POLAR EXPRESS Train Ride), and fees for AV and digital production services. Pricing is quote-based and custom per engagement, with no publicly disclosed pricing. The go-to-market is B2B direct enterprise sales targeting venues, theme parks, festivals, cruise lines, holiday parks, wedding venues, corporate event organizers, and heritage venues, supplemented by a website, social media presence, and membership in industry associations (TEAA, BALPPA, IAAPA, Heritage Railway Association). Named enterprise clients include P&O Cruises, P&O Ferries, TUI (Sensatori, Park Holidays), FlamingoLand, Yorkshire Wildlife Park, North Yorkshire Moors Railway, North East Museums, and Amazon. Customer segments span weddings, corporate events, private celebrations, festivals, theme parks, heritage and cultural venues, and children's entertainment. The company is privately held, founder-owned, with no institutional investors, no funding rounds, and no disclosed revenue.

Name

Pure Entertainment Group

Legal name

Pure Global

Website

https://pure-entertainmentgroup.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Pure Entertainment Group is a UK-based creative entertainment agency providing live entertainment booking, event production, brand licensing, and AV services to enterprise clients across theme parks, cruise lines, holiday parks, heritage venues, weddings, and corporate events in the UK and Europe.

Ownership category

akta.pro rank

Product category

Live Entertainment Services

NAICS

Musical Groups and Artists (71113), Other Performing Arts Companies (711190), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Circus, Magic & Variety Shows (THAJAFAH)

akta.pro secondary industry

Local Community & Multi-Category Fairs (MPAGAFAO)

Keywords

• Live entertainment
• Event production
• Creative agency
• Brand licensing
• Entertainment services

Headquarters

HQ city

Middleton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Live Entertainment Booking: Booking fees and production fees for live entertainment acts including tribute acts, bands, specialty performers, solo/duo/trio acts, roaming entertainment, and celebrity artists.
2. Event Production Services: Custom event production including theming, decor, festivals, weddings, and themed experiences such as THE POLAR EXPRESS Train Ride.
3. Brand Licensing: Licensed entertainment experiences including licensed characters and branded IP activations.
4. AV & Digital Services: Audio-visual and digital production services for events and venues.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Pure Entertainment Group (Pure Global) is a creative entertainment agency that books live entertainment acts and produces events for venues, theme parks, cruise lines, holiday operators, weddings, corporate events, and festivals. Its offering spans tribute acts, bands, specialty performers, licensed characters, celebrity artists, and roaming entertainment, combined with full event production including theming, decor, AV services, choreography, and licensed branded experiences such as THE POLAR EXPRESS Train Ride.

Product overview

Pure Global is a creative entertainment agency operating as a unified platform offering five integrated service divisions: Live Acts (performers and tribute entertainment), Events (production and themed experiences), Creative (content development and choreography), Brand Licensing (licensed entertainment properties), and AV & Digital (audio-visual technology). The company was founded in 2019 and serves clients including theme parks, festivals, weddings, and corporate events across the UK and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Acts

Named customers9 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Warner Bros. Entertainment Inc.coreOEM/ Whitelabel/ Licensing PartnerLicensed rights to produce THE POLAR EXPRESS Train Ride theatrical experience at heritage railway venues. Pure Global provides train equipment, event elements, and full production under Warner Bros. licensing agreement. WB SHIELD trademark utilized under license.
• Penguin (Postman Pat, Peter Rabbit)minorOEM/ Whitelabel/ Licensing PartnerHistorical collaboration during founder Hayley Richardson's tenure at leading UK theme park. Developed original content for beloved children's characters including Postman Pat and Peter Rabbit, working on original songs and scripts with Penguin.
• AmazonminorOthersClient partner logo displayed on website. Amazon is listed among global partners receiving entertainment services.
• P&O CruisescoreOthersClient partner providing cruise ship entertainment services. Long-standing relationship with major cruise line operator.
• TUI Group (Sensatori, Park Holidays)coreOthersClient partner spanning multiple TUI brands including luxury Sensatori resorts and family-focused Park Holidays. Entertainment services provided across multiple holiday park and resort locations.
• Yorkshire Wildlife ParkminorOthersClient partner logo displayed. Wildlife park receiving entertainment services for events and visitor experiences.
• North Yorkshire Moors RailwaycoreOthersHeritage railway partner hosting THE POLAR EXPRESS Train Ride experience. Venue partnership for licensed theatrical production.
• The Entertainment Agents Association (TEAA)minorOthersIndustry association membership for entertainment agents. Professional network and industry representation.
• British Association of Leisure Parks, Pier & Attractions (BALPPA)minorOthersIndustry trade association membership representing leisure parks, piers, and attractions sector.
• International Association of Amusement Parks and Attractions (IAAPA)minorOthersGlobal industry association membership for amusement parks and attractions. International networking and industry intelligence.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Function Band: UK booking agency focused on bands for weddings, corporate events, and private parties. Directly comparable to Pure Global's bands and solos/duos/trios offerings.
• Hireaband (Garston Entertainment): UK entertainment agency offering bands, DJs, and musicians for corporate and private events. Competes in the same live-acts booking layer as Pure Global.
• Alive Network: UK-based entertainment booking marketplace for live bands, DJs, and performers serving weddings, corporate events, and parties. Competes directly with Pure Global in the live acts booking layer and shares the same freelance-talent business model.
• Sternberg Clarke: Long-established UK entertainment booking agency supplying bands, tribute acts, and specialist performers for corporate events, weddings, and private functions. Direct overlap with Pure Global's Live Acts division and primary use-case segments.
• Robertson Macaulay & Co: UK entertainment agency providing live acts, DJs, and event entertainment for corporate clients, weddings, and private celebrations. Direct competitor in the same enterprise live-entertainment segment.
• MGN Events: UK full-service event production company delivering corporate events, themed experiences, and entertainment — overlapping with Pure Global's Events and theming/decor service lines.

Broad incumbents

• Creative Artists Agency (CAA): Major global talent and entertainment agency representing artists across music, TV, and sports, with broader event and licensing capabilities. A scaled incumbent against whom Pure Global's celebrity artist and licensed IP offerings compete.
• Endeavor (WME): Global talent and entertainment conglomerate whose WME division represents artists, produces live events, and licenses IP worldwide. Operates broadly across entertainment rather than specialising in the UK B2B live-acts niche Pure Global serves.
• Live Nation Entertainment: World's largest live entertainment company operating festivals, tours, and venue-based entertainment globally. Overlaps with Pure Global on festivals and live acts but at vastly larger scale and broader scope.
• AEG Presents: Global live entertainment presenter and venue operator behind major festivals, tours, and branded live experiences (including theatrical IP activations). Comparable to Pure Global in delivering branded live experiences, but at global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Customer concentration

• Xx.com/pureentgp
• YouTubeyoutube.com/channel/UC2ILXBNtZ15Vo989x8gooEw/featured
• Facebookfacebook.com/pureentgp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Entertainment Group