ANNUAL REVIEW 2016
Welcome
By reviewing the achievements of 2016, it is clear to see there are no signs of a slowing pace as the city continues to develop. With over one million international visitors, more jobs than ever from inward investment and the largest investment infrastructure for a generation, Birmingham is making waves and competing with global destinations. With hard work and dedication, the collaboration of organisations across the West Midlands goes from strength to strength. With our support the Midlands Engine and the West Midlands Combined Authority continue to move forward, improving the quality of life for those who live and work in the region. Whilst this review has a strong focus on the city and the Greater Birmingham area’s triumphs, it also demonstrates the exciting changes that are breaking regional boundaries. Neil Rami Chief Executive
www.marketingbirmingham.com
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Birmingham highlights
ÂŁ1.64 billion international visitors to Birmingham in 2015
region for inward investment outside London
No.1
Birmingham is ranked top UK regional city for quality of life
5
Michelin star restaurants, more than any city outside of London
most visited city for shopping
shopping expenditure
1.1M
No.1
3rd
Most popular conference and event destination outside London
More start-ups than any other UK regional city
81
foreign direct investment projects
112,00
The highest concentration of businesses outside of London
6,000
hotel bed spaces and growing
No.1
UK’s largest regional business, professional and financial services cluster outside of London
“ The Midlands begins £14bn investment drive”
The Times, March 2016
Inward Investment
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This year we continued to champion investment With five UK-based businesses and 26 foreign investments, Business Birmingham celebrated involvement in 31 successful projects, with two larger investments coming from Sigma Financial Group and leading software firm, Advanced. These investments have since accounted for a total of 4,219 jobs in the Greater Midlands. Business Birmingham has been recognised as the topperforming UK investment agency by specialist locations magazine, Site Selection. As part of the international publication’s annual Best to Invest rankings, Business Birmingham is named in Western Europe’s Top 3 regional Investment Promotion Agencies (IPAs).
Arena Central
Birmingham has continued to excel in attracting and retaining entrepreneurs, with figures from StartUp Britain showing 14,152 new businesses having launched in the region last year.
14,152 start ups
More than any other UK city outside of London
81 FDI total projects during 2015/16
The new 1.2 million sq ft development, Arena Central will offer businesses a highly desirable location for work, leisure and retail right at the heart of Birmingham city centre. Developments such as these reflect our status as the most enterprising place in Britain, as stated by the 2016 Enterprising Britain Awards. iCentrum
Paradise
Inward Investment
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We showcased our award-winning ideas to a record audience Greater Birmingham’s presence at the annual global real estate convention MIPIM was hailed as a great success, with a record 42 public and private sector firms working in collaboration to showcase the region on a global scale. Working with Birmingham, Solihull and the Black Country, the combination of the biggest-ever events programme and landmark announcements attracted over 700 delegates to the event, an increase of 101% on 2015. Such announcements included the unveiling of the Midlands Engine Pitchbook, showcasing 33 investment opportunities worth £14.4 billion from around the world, and the news that PwC will be the first business to move into the £500 million Paradise Development – part of the UK’s biggest enterprise zone.
Details of the £500 million Birmingham Smithfield project were also revealed, as well as the plans for Arden Cross, a landmark development site identified as the location for the High Speed Rail Intersection Station. MIPIM generated more media coverage volume and value than ever before, with a 250% increase in coverage compared to previous years and 123 articles with a reach of 458 million people in just one week.
Winners of the Visionary Regeneration Project of the Year for the regeneration of Grand Central at MIPIM 2016.
Greater Birmingham at MIPIM 2016
This year’s InnoTrans Event in Berlin provided the ideal platform for Business Birmingham to demonstrate to visitors from 146 countries and all segments of the transport industry, the potential of HS2 and the opportunities for the region.
“ Birmingham is ploughing almost £1bn into regenerating the area around the planned HS2 Curzon Street station, in a scheme that will create 4,000 homes”
“ Londoners head north to new life in Birmingham” The Times, October 2016
Daily Telegraph, September 2016
“ Investors pour cash into Birmingham construction” Financial Times, January 2016
“ Why Birmingham could beat London” The Times, January 2016
Visitor Economy
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This year we welcomed record-breaking numbers Birmingham attracted a staggering 38.1 million visitors in 2015, a record volume and an increase of 16% since 2010. This resulted in the city’s tourism revenue hitting an all-time high of £6.2 billion. The arrival of 13 new airlines to Birmingham Airport has seen the number of visitors continue to increase, with over 1 million international visits recorded last year alone – an increase of 17% since 2014 and an impressive growth of 55% since 2012. For the second consecutive year, this was the largest increase for any city outside of London.
16% increase in
visitors since 2010
The city’s tourism sector supports more than 10% of total employment through 900,000 jobs. Such positive figures highlight how the industry continues to go from strength to strength as the city continues to grow and succeed.
55% increase in
Birmingham Royal Ballet performing in the Bullring
international visitors since 2012
Over the past year, Birmingham has rapidly become a desired destination, with an increasing number of stylish bars and restaurants opening and cultural events to draw in tourists. Visitors continue to stay in the city for longer, as Birmingham’s occupancy rates hit 75% for the year to October 2016, a 4% increase from 2014.
Birmingham Airport
“Brum Run: Record one million overseas visitors to Birmingham� The Guardian, May 2016
Visitor Economy
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We used our connections to draw in a crowd By working in partnership with businesses across the tourism sector, we were able to maximise the promotion of the city through a hectic schedule of sales missions including IMEX USA, IMEX Frankfurt, DB China, Explore GB and The Meetings Show, where we connected with tour operators and travel agents in global markets including Europe, the Far East and the APMEA region. Partnering with existing venues helped Birmingham Convention Bureau to further develop their relationships with conference organisers across the globe and resulted in securing 56 new international and national events during 2016 – an increase of 133% from 2015 and a combined economic impact of over £35 million. Marketing Birmingham led the co-ordination of a regional tourism initiative, aimed at capitalising on the opportunity of Shakespeare’s 400th anniversary. Using the different regions’ connections with The Bard helped to entice visitors from the North American Market to experience a cultural break in the Midlands.
After securing funding from Discover England, Marketing Birmingham has also been testing the appeal of canal-based holidays with international visitors. Working alongside LeicesterShire Promotions, Tamworth, the Canal and River Trust and Shakespeare’s England, the project aims to develop a set of mini-excursions targeting visitors from Germany, the Netherlands and Sweden. Marketing Birmingham also secured £57,000 for the Midlands Aerospace Alliance from Visit Britain’s Event Support programme, with the funding to be used in helping to attract international buyers and suppliers.
The Meetings Show, 2016
Birmingham is currently experiencing significant development activity, with 15 hotels at various stages of construction. Some of the most notable developments are the Grand Hotel’s refurbishment of its 152 rooms and the 4* Radisson Blu opening at Birmingham Airport in 2018. IMEX America, 2016
“ Birmingham can be maddening – but culturally it has a lot to teach London” The Spectator, August 2016
“ With canals, chic bars and eye-catching architecture, it’s well worth a weekend adventure” The Sun on Sunday, September 2016
“ Birmingham’s revival: All over the world, people are sitting up and taking notice of Birmingham. Isn’t it about time you did?” Monarch Airlines, Summer 2016
Strategic Update
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This year we strengthened our offer through collaboration Marketing Birmingham is changing. We now work for a range of clients across the region, collaborating with partners on a variety of projects. We deliver both online and offline marketing, events and communications contracts for the Midlands Engine, Greater Birmingham and Solihull LEP, GBSLEP Growth Hub, Birmingham City Council, central government, Department for International Trade (DIT) and of course, our partners. We continue to develop a regional branding strategy with the West Midlands Combined Authority and now have an identified proposition that will be further developed to create a regional economic brand, aimed at strengthening the area’s reputation across global markets. We have secured three years of funding for our innovative Drive Midlands initiative that supports the automotive supply chain, helping them to grow and to attract new companies to the Midlands are. For Greater Birmingham, we secured five projects and 275 new jobs. As well as mainstream automotive, Drive Midlands now supports the motorsport sector through working with the high Performance Technology and Motorsport Cluster in Motorsport Valley.
80%
of auto exports to China produced in West Midlands
Whether we are working industry, agencies, DIT, our key sponsors (Lloyds, Mills and Reeve, Arcadis) or the 11 Midlands Local Enterprise Partnerships, our mission remains the same. We strive to support a future-proofed, world-class automotive supply chain in the Midlands that leads in cost, productivity, technology, innovation and customer satisfaction.
The Midlands benefited from a £19.3 million economic boost as a result of this year’s Conservative Party Conference held at the International Convention Centre.
This figure takes into account the spending of the 12,000 Conservative Party delegates and 1,500 national and international media employees on accommodation, travel, food and drink and recreation. During the four-day event, an estimated 92% of city hotel rooms were filled.
Strategic Update
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We worked in partnership to showcase regional potential The creation of the Midlands Engine has brought together the public, private and education sectors to work closer with one another and achieve economic growth for the region. Working with the government, the Midlands Engine will be positioned as a major UK and European gateway, unlocking the region’s potential and support for growth across every sector. This is a vital initiative to the fortunes of not only the Midlands, but to the future success of Britain itself, as we try to forge a new place in the world outside of the EU. We are working with the Midlands Engine to secure new inward investment to the region through collaborations with partners on sales missions in China and Germany this year, with plans for partner collaboration in India and US in 2017.
Strategic Update
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We refocused our relationships All of our achievements wouldn’t be possible without the support of vital partnerships, which is why we have remodelled and refocused our Commercial Partners Programme to help strengthen our relationships with all the businesses we work with.
Marketing Birmingham partner event, at The Mailbox
Our partnership packages now have a more tangible focus on enhancing the profile of our partners, as well as offering the benefits of sharing our regional insights and providing access to our networks.
We have also seen great success with our partners working overseas on trade missions, bringing back crucial investment into the region and providing overwhelming opportunities for growth.
For businesses in the wider region, this vibrant programme provides strong networks for those looking to collaborate with businesses within the city and the wider West Midlands Combined Authority and Midlands Engine areas.
After such a prosperous year, we wish to thank all of our Commercial Partners, both at home and abroad, for their continued support over the past 12 months.
Eversheds partnership dinner
Advanced launches new office in Birmingham
“ Birmingham has a strong and thriving local community and Marketing Birmingham has contributed significantly to its growth. Their Partnership programme brings together other like-minded businesses with whom we can meet and share ideas.� Andrew Harrison Managing Director, RBS
Relocation Services
We helped bring people home The Relocation Services team, created by Marketing Birmingham and Birmingham City Council, provides relocation support to inward investment clients moving into Greater Birmingham and the city’s Enterprise Zone. The service facilitates the relocation process by providing a range of tools and by collaborating with partners to include a wealth of information across the key themes of housing, education, lifestyle and careers. Now in its second year, the Relocation Services team has successfully delivered bespoke web portals for both HSBC and HS2, with each providing access to a Relocation Tool unique to Birmingham and the wider region. The online tools and resources are further supported by a dedicated concierge enquiry service offering assistance through all stages of relocating to Birmingham, from finding the right property to applying for school places and much more.
“ With the support of Marketing Birmingham, we’ve been able to bring Birmingham and all its best to our delegates in a really smooth way.” Melanie Bayliss, HSBC speaking about the HSBC September Familiarisation weekend
The team has successfully hosted familiarisation weekends for HSBC staff and their families throughout 2016. These weekends have been a great opportunity to introduce Birmingham and all it has to offer to delegates that are affected by relocation. The service continues to support HSBC and HS2 while working closely with other investors who are considering relocating to Birmingham.
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Looking forward In 2017, we have an exciting events calendar and big plans to bring even more visitors to the city. Birmingham International Marathon Birmingham joins the great cities of the world by hosting a new 26.2 mile event in October, cementing its position as the European Capital of Running.
ICC Champions Trophy
Birmingham Weekender
Big Sleuth Bears
Commonwealth Games Bid
Birmingham’s Edgbaston Stadium hosts five fixtures in one of cricket’s most prestigious global tournaments, including England v Australia and India v Pakistan.
Having attracted an estimated 150,000 people in 2015, the Birmingham Weekender returns in September with a packed weekend of free outdoor theatre, music, art installations and performances.
Following the success of The Big Hoot public art trail in 2015, Birmingham welcomes over 100 giant bear sculptures in the summer, inspiring visitors to uncover the city’s cultural gems.
We will be supporting Birmingham City Council and partners across the region to bid for the 2026 Commonwealth Games.
Birmingham’s landscape is changing
Curzon Street
Arena Central
103 Colemore Row
Birmingham Smithfield
Icknield Port Loop
Snow Hill Masterplan
Transforming 141 hectares of the city centre, one of the biggest urban regeneration schemes in Britain.
Delivering 1.2 million sq ft of mixed-use development, set within a brand new landscaped public realm.
Set for completion in 2018, the £60 million 103 Colmore Row is the largest speculative office building in Birmingham city centre and – at 26 storeys – is the tallest under construction in the UK outside London.
£500 million plan to regenerate a 14 hectare site at the heart of the city.
One of the largest redevelopment sites in Birmingham, a major opportunity for a residentialled mixed use scheme.
Transforming Birmingham’s city centre business district to win further investment from global businesses.
“ Move over, Manchester – Midlands motor Birmingham is setting the pace”
Guardian, November 2016
“ As the North East rejects a devolution deal, the West Midlands embraces once” The Economist, October 2016
www.marketingbirmingham.com +44 (0)121 202 5115