The Midlands engine

They don’t call it the Midlands for nothing.

With more than 90 per cent of the UK within a three‐hour travel time, Birmingham has long been a frontrunner for UK events. And with delegates keen to minimise travel for the foreseeable future, its location now makes it a more attractive option than ever.

More than holding its own against event powerhouses London and Manchester, Birmingham offers a fantastic diversity of venues and entertainment - a contributing factor to the city being named as the host of the Commonwealth Games in 2022.

And the numbers speak for themselves: the West Midlands attracted 134 million domestic and international business and leisure visitors in 2019, with business (48 per cent) being the most popular reason to visit.

“One of our main challenges is an issue that the whole industry is facing – market confidence following the pandemic,” says Steve Knight, senior business tourism manager at the West Midlands Growth Company.

“While we are seeing a huge increase in bookings, it’s critical for us to sell the city and its strengths as much as we can. With the Birmingham 2022 Commonwealth Games on the horizon, we’ll be capitalising on the profile of this global event to showcase our city.”

Another ongoing challenge is perception, explains Stephen Morton Prior, CEO of Clearwater Events which specialises in planning events in Birmingham. “Event organisers typically define Birmingham’s infrastructure as the NEC and ICC. Yet, our city has over 22,000 hotel bedrooms and a multitude of exciting hotels and venue spaces that are hungry to deliver.”

Despite these challenges, the city has recently won some big business, including the ICC’s successful bid to host the International Working Group (IWG) World Conference on Women & Sport in 2026. This is a significant win in the same year that the venue celebrated its milestone 30^th birthday.

For more age and experience, planners should look to the NEC, which has been hosting events in the city for 40 years. The venue made Birmingham the first city for events when it was built all those years ago. Surrounded by 400 acres of woodland and a lake, today its massive range of spaces host a diverse cross-section of events including the upcoming RGBI Volunteer Expo in May 2022.

Forget Hollywood, ‘Brummiewood’ will be an £18 million complex based in the city's historic Creative Quarter. The brainchild of the creator of Peaky Blinders, the dedicated media and production village will feature food, drink and event destinations.

A short walk away, the newly‐opened eastside rooms is just one of dozens of projects popping up nearby. The purpose-built conference space can hold up to 1,200 delegates.

Peaky Blinders is set just a few minutes’ walk away in trendy Digbeth, offering planners a unique storytelling opportunity.

15 minutes from New Street station stands the Old Library, a beautifully restored Victorian building flooded with natural light from its imposing Gothic windows that can host a corporate dinner for 60 people or drinks for 300.

Birmingham Repertory Theatre, or The Rep as it more commonly goes by, has three main auditoriums including The House with 825 seats, The Studio with 300 seats and The Door with 140 seats.

Alongside its range of event spaces, one of the city’s biggest USPs is the wealth of talent on offer. The region is full of smaller entrepreneurial style suppliers that are creative, innovative and enthusiastic, explains Morton Prior. “This gives clients an opportunity to work with local talent to help deliver their events, ensuring their budget leaves a positive, local footprint. The city is full of fresh, creative talent and the cost point is significantly cheaper than equivalent skill sets in London.”

With HS2 under construction, Birmingham International Airport nearby and a plethora of rail and road connections, it’s no wonder so many trade associations and event agencies call the ‘Midlands event belt’ home.

“The city’s popularity is supported by its accessibility,” explains Knight. “Birmingham is easy to reach from all parts of the UK, due to our comprehensive road, rail and air links. With the extension to our tram networks, and the construction of the HS2 high‐speed railway underway, Birmingham will only become easier for domestic and international visitors to travel to.”

Buyer’s Eye

With Covid at the forefront of everyone’s mind with live events, we are looking at out of the box solutions. Drayton Manor is infinitely flexible, offering high quality meeting space, accommodation, a fabulous day out along with plenty of park space. From small meetings that required team building, to events of several hundred, this venue is a hidden gem.

Another venue that’s excellent for conferences and award ceremonies is eastside rooms. With Aloft next door, The Clayton just over the road and a number of hotels within five minutes walk, this new kid on the block is well worth investigating.

My go to venue for corporate dinners and socials has to be Craft Birmingham and About 8 which sits within it. Its owners Sam and Emma Morgan have a deep rooted passion for client service and have hugely impressed on several occasions going over and above for our customers.

Another top recommendation is the Park Regis Birmingham. Its ultimate event space is The Sky Loft, a stunning room with floor to ceiling windows and 360 degree views of the city. It lends itself perfectly to an array of events from conferences and product launches to private dinners and networking events. I love proposing this space.