Birmingham
Birmingham: Grand Central for events
PAUL COLSTON CANVASSES UK AGENCY INSIGHT ON HOW TO MAKE BIG EVENTS WORK IN THE UK’ S SECOND CITY
B irmingham is at the event
heart of the UK with a fast-beating pulse, set by innovators, creators and achievers.
The‘ second city’, home to the ICC and NEC, is a prime destination for large-scale events and conferences, not least because of the great transport links and accessibility. A £ 750m Gateway Plus project transformed the city’ s transport hub in 2015. Now over 140,000 passengers use Grand Central daily, which offers convenient access to major hotel chains such as Malmaison, Radisson Blu and The Grand.
Birmingham is also moving up the meetings industry rankings and was named top UK meetings destination outside London by Cvent( based on more than $ 18bn of MICE business put through Cvent digital platforms), while making a 87-place jump( to 125th) in the latest worldwide ICCA city rankings.
Regenerating, but more high-end options needed The city is not resting on its industrial and culinary laurels, but pushing ahead with further regeneration, building on the heritage of iconic buildings like the £ 188m Library of Birmingham.
The city, which hosted the Commonwealth Games in 2022, today offers over 44,000 bed spaces.
KDM Events is one agency that has brought many events to Birmingham and MD Brad Davies says that, although there the city boasts a good choice of accommodation, there is yet more demand for five-star hotels with the capacity to host over 200 guests in the
Left: Birmingham city centre centre.“ More high-end venues in the city centre would be a welcome addition for larger conferences.”
When it comes to post conference entertainment, Davies says Birmingham truly comes to life:“ Delegates have access to a vibrant mix of restaurants, bars and cultural spots. The city’ s regeneration has introduced an impressive variety of dining and nightlife options.”
While the iconic purpose-built style venues like the NEC( with The Vox and Hilton Birmingham Metropole brands) and ICC are ideal for largescale gatherings, offering ample space, there is a rising demand, says Davies, for venues that provide a unique, immersive experience.
“ Modern event planners are seeking locations where the ambiance, catering and overall‘ vibe’ enhance the event as much as the content itself,” he says. Feedback from KDM clients, says Davies, indicates a desire for more quirky, all-in-one venues.
“ For conferences, there are excellent city options like the BCEC and Eastside Rooms, while more distinctive venues include Millennium Point, ICC, Birmingham REP Theatre, The Studio, The Bond and The Custard Factory,” he notes, while Edgbaston Stadium and Birmingham Botanical Gardens also add a unique touch for those seeking something outside the norm.
Large brands locating in the city and looking for that kind of vibe include: Goldman Sachs and HSBC, to name a couple. Government departments are also driving demand for great independent venues, and the newly announced Sports Quarter is set to bring another range of event-led opportunities and stadiums.
KDM recently organised a large-scale event for 800 attendees at the ICC and opted for a street food format, which Davies says allowed guests to mingle, network and enjoy the truly diverse dining experience that Birmingham offers so well.
68 / CONFERENCE & MEETINGS WORLD / ISSUE 138