Author: Claudine Edgcumbe

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Hilton Birmingham Metropole unveils new Conference & Event Spaces

One of the UK’s most expansive overnight meetings and events destinations – has opened its new-look and highly flexible conference and events facilities.

The new spaces are now fully operational and once again ready to accommodate some of the most recognised events in the UK. The new look is visible throughout the hotel’s 6,000sqm of meeting and events facilities, with all 31 event spaces receiving a contemporary facelift that belies the venue’s 45-year tenure.

The hotel’s bedrooms and three new bar and restaurant concepts complete the package, creating environments that celebrate Birmingham’s rich heritage and embrace its culture.

The refurbishment has also underlined one of Hilton Birmingham Metropole’s key selling points; one of exclusivity. The conference and event space is easily divided into three separate and distinctive areas allowing guests exclusive use of sections of the property. The hotel’s event and conference offering also remains diverse, ranging from intimate boardrooms to expansive ballrooms, the largest of which can host up to 2,000 guests.

Leading the project is Nicola Underhill, who joined as general manager in September 2021 from Hilton St George’s Park Hotel.

She said: “This project has been many years in the making, and we sense the anticipation from our guests who know and love the hotel; they really have been on this journey with us. We want to ensure that we can meet the returning industry demand, while remaining focused on delivering outstanding guest experiences within our refreshed hotel environment.

“We have invested hugely in talking to our clients and working with all our stakeholders to ensure the new and improved space not only met with their objectives, but also exceeded their expectations. During its 45-year history, the hotel has secured an enviable reputation and we want to build on that by offering a new contemporary face to the brand.”

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NEC unveils plan to create 5,000 new homes and 3,500 jobs

The NEC Group today launched the new NEC Masterplan for the NEC Campus, the site currently home to the UK’s largest exhibition venue – the National Exhibition Centre (NEC), the Vox Conference Venue, Resorts World Arena, Resorts World Birmingham, The Bear Grylls Adventure and a number of hotels.

The redevelopment plan will transform over 27 hectares of surface level car parking and surplus land, to create new residential, office, leisure and community spaces. Overall, the plans are set to create:

  • 5,000 new homes
  • An estimated 3,500 new local jobs
  • 35,000m2 of new commercial space
  • 14,000m2 of new outdoor event space
  • A new hotel
  • New restaurants and cafes
  • New primary school
  • A greener and more sustainable environment on the NEC Campus

The new 5,000 homes will form a new urban village located in the north of the site, and are set to establish an inclusive, diverse and prosperous community for over 11,000 people.

The village will include a mix of homes and include a range of new services and amenities such as a primary school, mobility hub, and a local centre with shops, cafes and community space.

As one of the nation’s largest brownfield residential development opportunities, the site will make a major contribution to meeting housing needs. Living and working in harmony with the existing mature woodland and hedgerow landscape, the urban village will promote nature focused and active lifestyles. The ability to integrate the Bickenhill Plantation with the urban village will bring significant benefits through community access and environmental and ecological enhancements.

In addition to the urban village will be a new grand plaza and urban boulevard designed to further enhance the vibrancy and attractiveness of the NEC Campus.

The new grand plaza will redefine the area surrounding the NEC’s Atrium halls, enhancing the NEC visitor and organiser experience with a dynamic outdoor event space, cafes and restaurants plus a new hotel. Based on the space utilised, the development will create an estimated 3,500 jobs.

Connecting the site with Arden Cross and the High Speed 2 Interchange, the urban boulevard will extend an inspirational pedestrian focused public realm from the NEC Piazza to a new bridge link over the M42. The urban boulevard will host a series of commercial buildings with ground floor retail and leisure space.

Central to the plans for the site will be sustainable development principles promoting positive social, economic and environmental outcomes from future development. Site specific sustainability interventions will support climate change and clean air initiatives.

Located within the UK Central Solihull Hub Area, the NEC Campus is part of one of the most dynamic and fast-growing labour markets in the UK, with notable sectors including automotive manufacturing, business and professional services, and leisure and entertainment.

With access to road, rail and air travel, the area has exceptional local, national and international connectivity. This will be further enhanced by the arrival of High Speed 2 (HS2), with a new Interchange Station being built at Arden Cross adjacent to the NEC Campus. Future development at the NEC Campus can seize these locational benefits and the growth impact that will arise from HS2 and other planned investment in the area.

The NEC is owned by The Blackstone Group, one of the world’s leading investment firms.

Leader of Birmingham City Council, Councillor Ian Ward, which owns the land the NEC Campus is situated on, added: “This is an exciting moment for Birmingham and the wider West Midlands, as this transformational Masterplan is published. Birmingham is attracting record levels of investment, and the NEC Masterplan is testament to that.

“Over the coming years this project will provide much-needed new homes and high-quality jobs for people from our region and I encourage people to make their thoughts known through the public consultation.

“I believe that we are at the beginning of a Golden Decade for Birmingham, with the Commonwealth Games taking place next year, and the arrival of HS2. The NEC Masterplan will connect the site with Arden Cross and the High Speed 2 Interchange, which together will transform this area, creating thousands of jobs and build thousands of homes.”

Lionel Assant, European Head of Private Equity at Blackstone, said: “This is brilliant news for the West Midlands. We are proud of our partnership with the NEC Group, today’s announcement shows the positive impact this business has for local job creation and urban regeneration.”

Leader of Solihull Council, Councillor Ian Courts, said: “The Masterplan unveiled today sets out a bold and ambitious vision for the future of the NEC Campus in Solihull.

“By utilising brownfield land the plans provide additional housing to meet the growing local demand without sacrificing our precious greenbelt. The proposed developments will not only bring much needed new homes but will see thousands of new jobs created, and further enhance the already unmatched overall destination offer found here.

“Located at the heart of the UK Central Solihull Hub Area, the NEC is already one of the best-connected sites in Europe. This ambitious Masterplan looks to further capitalise on this position and maximise the economic benefits associated with the arrival of HS2 for both Solihull and the wider region.”

NEC Group CEO, Paul Thandi, said: “The NEC Campus is home to one of the top exhibition venues and arenas in Europe, and together with existing partners, we have long held ambitions to create a competitive destination to work, rest, live and play. These partners have seen the potential of the site and now will help us drive further investment and prosperity to the region. Now is the time to be bold and ambitious about the future and harness the power of the real estate we have to offer, whilst simultaneously maximising the benefits of having a young, diverse and entrepreneurial population.

“The NEC Campus sits within a major engine of economic growth in the UK, recognised as one of the best-connected development zones in Europe. This Masterplan unites corporate ambition with global purpose, setting out our vision whilst considering eco and socially responsible practices. The NEC Group is committed to working in partnership with our landowners Birmingham City Council, to unlock the full and exciting potential of the site.”

The Masterplan will be subject to a six-week period of public consultation running from 10th November 2021 to 24th December 2021. Following public consultation, the plan will be updated in response to comments and feedback.

Following publication of the final Masterplan, the process to select a development partner for the first phase of the urban village will commence.

To download the full NEC Masterplan and Masterplan Sustainability Strategy, visit: www.necgroup.co.uk/masterplan

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Let us help you to help our clients!

venue concessions

We’re back! And we’re delivering events once again. Well, to be honest, we didn’t go anywhere; we’ve been busy making improvements to our technology and ensuring our team remains focused on enhancing their product knowledge.

We appreciate how truly tough it has been for all our hotel and venues partners, and we know you are still on the road to recovery. So, with enquiries starting to return to pre-pandemic levels, it’s time to help you start converting! 

Events have been on hold for nearly two years, and the wonderful people we had to deliver events have sadly moved on to other industries. Venues and are agencies are facing the challenges of working with inexperienced people. They may be eager to learn, but there is also a lack of training resources to quickly bring them up to speed to meet current deadlines.

With our own event delivery experiences, we’re feeling the knock-on effects first-hand, and we’re experiencing the negative feedback; it’s the current climate we’re all in. With new or no conference/event staff, lack of experience in turning around enquiries and even delivering events themselves is taking its toll.

We know this is widespread across the industry, and we understand there is a long road to recovery for us all. And that’s where you need to let us help you help our clients and ultimately turn these enquiries into conversions.

In her latest video, Jacqui shares some of her market insights and tips for helping improve internal processes. If there’s anything more we can do to support you in turning around enquiries, please get in touch. We want to ensure communication channels are wide open and for you to know we’re here to help.

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HBAA unveils a new identity -beam


The new face of HBAA has been announced by the association board today, 14 October 2021.

The next few months will see this repositioning take effect, ready for 2022.

beam is a name, not an acronym, but it has its roots firmly based in business events, accommodation and meetings, and shines a light on our industry.

Our principles remain the same. Built on best practice in business, and supported by the four pillars of Resilience, Innovation, Ethics and Quality, our HBAA heritage will provide the springboard for an exciting and ambitious strategy which will be developed with our members.

beam will become our new association name as it enters its 25th year: representing the membership of today and helping us create a wider community for the future with a greater voice, beam will take us into sustainable growth and longevity.

Through becoming beam, we will be truly future fit.

For more information head over to the HBBA https://www.hbaa.org.uk/content/hbaa-unveils-new-identity-%E2%80%93-beam

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Why is marketing so important?

Digital Marketing
Even during challenging times it is essential to be visible to your target audiences, they may not be in a position to purchase services or goods from you but being seen will increase your brand awareness which means when your audience is ready to purchase they are more likely to approach you as you have captured their attention. Here are some of the ways that don’t cost a small fortune, all you need to do is invest a small amount of time.

Update any website and business directory content

Your website and any platforms will be holding a number of past articles that are still relevant to your industry now and is still of value. Make sure you revisit your content, update with any new information and republish with the aim of improving your search engine rankings and gaining valuable backlinks.

Social media

Social media is 24/7 on every device, meaning that your brand is visible 24/7. Does your social media reflect your brand identity? Produce high quality and visually engaging content that works on different platforms.  This will ensure you are staying visible – even in slower times. Research your follower’s optimum viewing times and make sure your posts are going live then. Create a content plan that aligns with your overall marketing strategy use scheduling software such as Hootsuite to get ahead of the game, this will help free up time to allow you to post reactive posts as the news and industry developments occur. We are engaging with our audience on our LinkedIn, Twitter Facebook and Instagram and will continue to do so. Here at EDGE Venues we also ensure that all our licensed venues that publish new content, is shared across all social platforms.

Active presence

Encourage your employees to share and comment on company posts. Other people are more likely to engage if there are additional comments to read rather than just further shares. Engaging with others who are posting news that aligns with your industry will also help in attracting new followers to your accounts and potentially drive new traffic to your website. EDGE Venues is a venue sourcing engagement platform, built by the industry for the industry, We have upgrade options for venues to ensure that you can market your venue Agent and Corporate event planners contact us on 01780 484059 or email info@edgevenues.com We currently have an offer – 15 months for the price of 12 – To find out more get in touch.