Forging ahead

Steve Knight believes the West Midlands is the driving force behind the UK’s business events sector.

Senior business tourism manager at the West Midlands Growth Company, which manages Birmingham & West Midlands Convention Bureau, he says, “We have a proven track record of successfully delivering large-scale events, conferences and business meetings, thanks to the expertise, professionalism and passion of our bureau and partners. We offer a broad choice of affordable and accessible venues and fantastic culinary and cultural experiences.”

Furthermore, Victoria Square House, Birmingham, is the new hub for VisitBritain/VisitEngland, seen as a major vote of confidence in the region.

Research into the impact of business events in 2022 revealed that the West Midlands recovered quicker from the pandemic than the UK average. That was the year Birmingham hosted the biggest ever Commonwealth Games. In January, £3 million of legacy funding from the Games was handed to nine cultural and sporting events bringing thousands of people to the region this year and next.

Birmingham’s sporting credentials were boosted again in April when more than 1,700 delegates attended the SportAccord World Sport & Business Summit at ICC Birmingham. During the event, exciting plans were announced for the creation of a Sports Quarter and new stadium for Birmingham City football club.

Sport apart, the region excels in sectors such as advanced manufacturing, tech and creative, low carbon, business and professional services and data-driven healthcare. The convention bureau, together with its conference ambassadors, focuses on supporting events that can benefit from this regional expertise.

The West Midlands sits at the heart of the UK, easily accessible by road, rail and air. Over 150 destinations fly direct to Birmingham International Airport which has its own railway station. There are more than 6,500 hotel rooms in the city.

ICC Birmingham is a huge asset, hosting more than 350 events last year. It recently upgraded its technological capabilities and received RaisingNutrition accreditation.

NEC Birmingham, a short train ride from the city centre, is the UK’s largest exhibition venue. Destination NEC is also home to the Resorts World Arena, hotels, bars, restaurants, a cinema, casino, shopping and entertainment precinct, Bear Grylls Adventure, Genting Hotel and Santai Wellness Spa.

The Eastside Rooms is Birmingham’s newest purpose-built sustainable event venue, achieving Green Tourism’s Silver Award last year. Located in the burgeoning Knowledge Quarter, it accommodates up to 1,200 delegates. The largest space is the 880 sqm Affinity Suite. Next door is a modern new 195-room Aloft by Marriott hotel.

Around the region

Just north of Birmingham, The Belfry Hotel & Resort, renowned for its world-class golf courses, is in the throes of a £80 million expansion project. The Masters Suite, an 852 sqm event space, is being added to meet growing demand in the luxury venue market. A new Leisure Club is also planned.

Destination Coventry was formed in 2021, the year it was designated City of Culture which significantly increased visitor and event numbers. There’s been big investment in hotels and facilities in order to secure bigger and better business events. “Coventry lends itself to hosting events in several key markets,” says senior destination manager Claire England, referring to its longstanding heritage in the automotive sector and advanced engineering.

The top venues are Coventry Building Society Arena, Coombe Abbey Hotel, the boutique Telegraph Hotel, St Mary’s Guildhall, MTC Events (the Manufacturing Technology Centre) and Coventry Conferences based on Coventry University Technology Park.

This year has seen the opening of Hotel Indigo Coventry, a stylish boutique hotel with a meeting room for 12 people.

One of Destination Coventry’s partners, Warwick Conferences, on the outskirts of the city, comprises 300 event spaces across four venues on the University of Warwick campus - the recently refurbished Scarman, Radcliffe, The Slate and Central Campus Venues including Warwick Arts Centre. It’s popular for conferences, dinners, exhibitions and large sporting events, often working with sectors such as charities, associations, learning and development, healthcare and sport.

For residential events, there are 358 hotel-style bedrooms and 1,000 cost-effective bedrooms on campus. The venue has committed to being carbon zero by 2030.

A recent survey revealed that day delegate rates at 21 leading Coventry/Warwickshire venues were below the UK average. “Events are operating on finer margins than ever before and competitive pricing is essential to ensure inward investment to the region,” says England.

Destination Coventry also makes a point of collaborating with local visitor attractions, such as Shakespeare’s England which promotes Stratford-upon-Avon and its surrounding area.

Just 12 miles north-west of Birmingham, Wolverhampton is eyeing up more business events. The reopening of the The Halls music venue is a step in the right direction. The eight-year £50 million refurbishment means its two fine multi-purpose halls are available for more daytime conferences and exhibitions.

Molineux stadium, home of Wolverhampton Wanderers FC, has plenty of event spaces for receptions and theatre-style conferences, mostly overlooking the pitch.

In the modern town of Telford, near the Wales border, Telford International Centre had a record year for new events in 2023 and historically high revenues. It reports a 21 per cent increase in corporate bookings since April 2023, signalling a rise in the importance of in-person events.