BIRMINGHAM
More pedestrian-friendly than ever, the West Midlands city is improving both its infrastructure and meetings portfolio. Christopher Beanland reports
The West Midlands city has become a hub for political conferences, investment summits and large-scale congress centres
Birmingham has a long history as a meeting place. Back in the 1770s, the Lunar Society was formed as a club where intellectuals and scientists such as Erasmus Darwin and James Watt could gather together on full moons to discuss ideas that would bring about the Industrial Revolution. When Birmingham faced a crisis in its industrial sector 200 years later, in the 1970s, it turned to conventions to reinvigorate its economy, opening the National Exhibition Centre (NEC) in 1976, on the city’s eastern fringes. The idea was to try to use meetings rather than manufacturing as a way to make money.
The NEC cemented Birmingham’s position as a conference city, and the addition of the International Convention Centre (ICC) and National Indoor Arena strengthened its hand further. With a sky bridge connecting to the Hyatt, the ICC hosted the G8 summit in 1998 and continues to be popular among politicians – 2016’s Conservative Party conference was held here. These NEC Group venues host 750 big events and attract seven million visitors annually, contributing £2 billion to Birmingham’s economy.
According to event management platform Cvent, Birmingham is the UK’s top regional destination for MICE, and is placed 19th out of 2,650 cities in Europe, the Middle East and Africa in rankings for 2017.
Ian Taylor, sales director for the NEC Group’s conventions and exhibitions department, says: “Across the West Midlands, we’re working collaboratively to show off everything we have to offer event organisers and delegates. And with more infrastructure developments in the pipeline, from transport improvements to further additions to the city’s leisure offer, Birmingham’s reputation is set to grow.”
The Birmingham Conference and Events Centre (BCEC) opened last October and is the largest dedicated venue of its kind in the city. It features 24 meeting rooms totalling 2,000 sqm of flexible space, accommodating 1,000 delegates in its largest. Vincent Garrington, the centre’s general manager, says: “Due to the success of the BCEC, we’re extending the facilities on to the ground floor, introducing a streetlevel entrance, and more conference and events space, which will be opening in October 2017.”
NEC Group venues host 750 big events a year and seven million visitors annually, contributing £2 billion to Birmingham’s economy
On sunny summer afternoons, Birmingham feels upbeat. Brand new trams glide right through the city centre and shoppers flock to the new Grand Central luxury shopping mall
Next to the NEC is Resorts World, which opened two years ago. The huge complex has, since 2015, added the Genting hotel, the UK’s largest casino, a shopping mall, bars, restaurants and the Vox Conference Centre, housing five spaces that can host a total of 900 people.
All of this suggests that Birmingham’s popularity in the MICE arena will keep growing. Emma Gray, director of marketing and communications at Meet Birmingham, says: “The diverse range of associations and businesses that choose to host their events here is testament to the city’s growing reputation as a leading MICE destination.
“High-profile events in the region have ranged from the Qatar Trade and Investment Summit to sector-specific events spanning life sciences, health and social care, and the digital and creative industries. We’re ensuring the city keeps this lead, by showing the region’s tourism offer in the UK and internationally.”
BUILDING MOMENTUM
On sunny summer afternoons, Birmingham feels upbeat. Brand new trams glide right through the city centre on a freshly extended line that connects two of the three main railway stations – New Street and Snow Hill. Shoppers flock to the new Grand Central shopping centre, with its huge John Lewis store, and the recently remodelled “luxury mall” of the Mailbox. Business people pick up high-end groceries at the al fresco farmers’ markets that take place across the city.
Birmingham has been working hard to attract tourists, which means there’s even more reason to stay after your conference has concluded. Tourism hit an all-time high in 2016, raking in £6.5 billion off the back of new shops, art galleries such as Ikon, concerts, and the Frankfurt Christmas market – the largest outside of Germany and Austria. Birmingham’s 1960s architecture is hip again, and there are tours and events that celebrate its quirky history.
The city’s hotel sector is buoyant, with a 178-room Hilton Garden Inn coming to Birmingham airport next year, and upmarket hotel brand Principal to open near Snow Hill station in 2019. (This will be a takeover of the derelict Grand hotel.) Meanwhile, Hotel du Vin is refurbishing its varied meeting rooms (completion early 2018).
In 2016, citywide occupancy rates for hotels rose to 75 per cent – an all-time record. Likewise, 39 million visitors came to Birmingham, another record. A spike in the popularity of longer-stay
serviced apartments has seen the opening of suites with kitchens and lounges at Apartment Bloc and the four-star Park Regis hotel, which has one- and twobedroom set-ups. Staying Cool has rental residences inside 1960s high-rise, the Rotunda.
With five Michelin-star restaurants (more than any other UK city outside of London) dining is proving a draw. Restaurants such as Bank, in the Brindleyplace canalside development, can also be hired for private functions. Samantha Edmonds, its sales and events manager, says: “Bank offers both indoor and outdoor space to cater for any event [up to 140 people] and our all-weather terrace has been recently refurbished.”
Infrastructure is always evolving in Birmingham. The dismantling of the Inner Ring Road has changed the city, making it more pedestrian-friendly. (Connectivity is key here – Birmingham is at the centre of the UK’s motorway and rail network.) New Street and Moor Street stations have both recently been upgraded and HS2 will bring it closer to London when it launches in 2026 with a huge, central station at Curzon Street.
Looking further afield, Birmingham airport provides direct flights to more than 140 destinations including New York, Dubai and Doha, the last thanks to a route launch from Qatar Airways last year.