Historic hotel set for revamp Business focus for landmark that hosted Laurel & Hardy and Enoch Powell
THE historic Birmingham hotel which has hosted Hollywood legends, rock ‘n’ roll royalty – and where Enoch Powell gave his infamous ‘Rivers of Blood’ speech – is to undergo a major revamp in a bid to attract more business.
The Macdonald Burlington Hotel, between New Street and Stephenson Street, is planning to recreate itself as a leading conference hotel as it undergoes a year-long refurbishment programme.
The opening of the revamped New Street Station, Grand Central, John Lewis and new Midland Metro stop on the hotel’s doorstep have contributed to a successful 12 months for the 142-year-old venue, formally known as the Midland Hotel.
Bedrooms are set to undergo a makeover, blending period features “with a modern twist” to appeal to the leisure and corporate markets, while plans are also being drawn up to refurbish the firstfloor bar and restaurant with public areas also receiving attention.
Hotel bosses are also hoping for a boost from the nearby development of a new Apple computer shop in the former Waterstones.
General manager James Bee said he wanted to capitalise on the hotel’s business growth by establishing it as the go-to venue for events and conferences.
Mr Bee said: “The hotel retains a refined ambience from its history hosting heads of state.
“It’s a beautiful Victorian building with character and charm.
“Our Horton Suite can accommodate up to 500 delegates and has arguably the largest banqueting capacity at any Birmingham city centre hotel.
“You’d have to go to the ICC or Town Hall to book a bigger space and our target over the next five years is to establish the Burlington as the leading conference and banqueting hotel in the city centre.
“We’ve already got the transport links and layout and I also have an excellent team to work with.”
He added: “Apple opening such a big store on our doorstep will be a big win for Birmingham.”
The Horton family has owned the Burlington since it opened over a century ago and Mr Bee claims its rich history will be respected during the planned refurbishment work.
“The hotel’s not a modern building so, with anything we do, we will always be respectful of the period,” he said.
“That doesn’t mean, however, that we’ve got to kit it out with antique furniture. We can link period and modern to suit current markets.
“Having said that, a lot of people come here because they want to stay somewhere with history and character, and we have got plenty of that.”
Mr Bee has overseen notable successes since joining four years ago, including a 30 per cent increase in conference room sales while bedroom sales have risen by over 20 per cent since 2013.
He added: “I don’t think anyone can argue that we’re the best located hotel in Birmingham city centre.
“With all the nearby developments, our city centre location is better than ever.
“We noticed a definite impact last autumn when the entrance to New Street moved around and Grand Central opened. It’s had a huge impact on the hotel and local businesses.”
Beatle George Harrision and comedy film legends Laurel and Hardy are among the great and good who have graced the hotel’s rooms, but the building is often famously associated with the infamous Enoch Powell ‘Rivers of Blood’ speech in 1968.
The hotel also serves ‘Birmingham spring water’ from its own unique source – a borehole deep beneath the building where underground tunnels, once used to distribute mail across the city, still exist.