C ommerc ial Members Meeting

27th February 2013

marketingbirmingham.com

Welc ome Tim Manson

Operations & Policy Director

marketingbirmingham.com

Agenda

marketingbirmingham.com

9.00hrs Tim Manson, Marketing Birmingham 9.05hrs Malcolm Pitt, Programme Manager, Network Rail 9.20hrs Keith Stone, Leasing Director, Grand Central Birmingham 9.35hrs Ian Taylor, Marketing Birmingham Operational Update 9.50hrs Questions & Answers 10.00hrs Meeting concludes

Redeveloping New Street station Laying the foundations for Grand Central

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CLICK TO ADD TITLE Th

e he

art

of a

city

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CLICK TO ADD TITLE THE HEART OF A NETWORK

• Approximately 200 stations direct • Circa 90% of the rail network with one

change • 80% of rail services into Birmingham • Busiest station outside London • 40 million people a year and growing • 79% of them ABC1 demographic • High proportion of leisure travellers • Train every 37 seconds

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CLICK TO ADD TITLE A MAGNET FOR INTERURBAN TRAVELLERS

Rail car parking spaces within: • 20 mins - 8500 • 30 mins - 12000 • 40 mins - 14500 • 60 mins – 20000 • And growing…

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CLICK TO ADD TITLE THE PAST

• Limited passenger capacity • Poor access to both concourse and platforms • Poor experience • No natural light • Can’t cater for growth • Poor connectivity across city • Hinders economic growth & regeneration

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CLICK TO ADD TITLE THE PRESENT

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CLICK TO ADD TITLE THE FUTURE

• Space • Access • Quality • Light • A landmark • A gateway

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CLICK TO ADD TITLE CHALLENGING DELIVERY

Car park

City centre location

Shopping centre

Operational Railway

Workplace for 1,500 rail staff

Office block

Underground station

Busiest station outside London

Train movement every 37 seconds

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CLICK TO ADD TITLE HOW WE’RE DOING IT

Phase 1: 2010 - 2013

Phase 2: 2013 - 2015

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CLICK TO ADD TITLE WHAT WE’LL SEE FROM APRIL

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CLICK TO ADD TITLE BEHIND CLOSED DOORS

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CLICK TO ADD TITLE NEW ENTRANCES

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CLICK TO ADD TITLE NEW CITY CONNECTIONS

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CLICK TO ADD TITLE JOHN LEWIS UNDERWAY

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CLICK TO ADD TITLE WHAT WE’LL SEE FROM 2015

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CLICK TO ADD TITLE IT’S EASIER TO SHOW THAN TELL

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CLICK TO ADD TITLE AND IT DOESN’T STOP THERE …

And now for the interesting bit…

Grand Central Keith Stone

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CLICK TO ADD TITLE THE OPPORTUNITY

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CLICK TO ADD TITLE 250,000 Sq Ft JOHN LEWIS

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CLICK TO ADD TITLE OVER 40 SHOPS

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CLICK TO ADD TITLE MORE THAN 15 CAFES & RESTAURANTS

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CLICK TO ADD TITLE QUALITY ENVIRONMENT

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CLICK TO ADD TITLE CITY SYNERGY

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CLICK TO ADD TITLE 1,000 NEW RETAIL JOBS

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CLICK TO ADD TITLE TIMELINE

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CLICK TO ADD TITLE AMBASSADORS

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CLICK TO ADD TITLE GRAND CENTRAL TOUCHES EVERYONE CONSUMER MARKETING

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CLICK TO ADD TITLE QUESTIONS

Malcolm Pitt

Keith Stone

Operational Update Ian Taylor

Commercial Director

marketingbirmingham.com

Vis it B irmingham ac hievements

Christmas campaigns

- delivered 3m visitors in 2011

- delivered 4.3m visitors in 2012 & 4%

increase in hotel occupancy

TV commercial viewed by 29m people in 2012

New York Times recognition as top 20

destination in 2012

Supported more than 20 independent cultural

festivals

Welcomed 2.5m visitors through dedicated

information service

International 2012

Domestic 2012

Growth trend

Number of visitors

30.9m

104m

Visitor value

£18.5bn

£16.2bn

Bed nights (average)

7.6

5

S ec tor performanc e – nationally

2012

Growth trend

Visitor volume 33.5m

Visitor value

£4.9bn

Bed nights (aver.)

4.6m

S ec tor performanc e – B irmingham

Delivered - 10% growth since 2006

Supports - 60,000 + jobs from entry level to senior management

Generated - significant capital investment (10 new hotels) in last 18 months

Document Sub-headline Doc ument Headline

marketingbirmingham.com

Image Xxx Xxx xxx

Barriers

Post-2012 – games + celebrations

Large global aviation

route network at a

national level, enhanced

by local investment in

Birmingham Airport Strong visitor motivators –

culture, heritage and food

Investment – infrastructure,

retail and public realm

Opportunities Global trends

Economic performance issues

Increasing competition and

investment for tourism

Policy changes by

competitors to attract visitors

New markets opening BRIC

as inbound sources

Lack of awareness of

anything outside London

Domestic perceptions

Deterrent effect of the

visa regime

Small share of voice in a

crowded marketplace

Cost

Product and packaging

gaps

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marketingbirmingham.com

Volume & Value RevPAR

Strategic challenges

Connectivity and route development Product for new audiences + visitors

Product packaging Route to market

Thematic campaigns International partnerships

Trade focus

International partnerships Pipeline building & conversions

Sectoral focus

A year of delivery

marketingbirmingham.com

Business Birmingham directly supported the creation of more than 4,000 jobs in the city region between April 2011 - December 2012, generating an economic impact of over £150m

Birmingham’s visitor numbers at a record high of 33.5 million – the area’s visitor economy is now worth £4.9 billion - an increase of 10% since 2006

Meet Birmingham has led 47 bids for national and international events and conferences during the last 18 months

The Observatory commissioned research identifying key sectors for Business Birmingham to target for investment, resulting in a strategy that has so far helped create more than 4,000 jobs

Doc ument Headline Document Sub-headline

C hris tmas 2012 evaluation Group travel increased by 35.9% coaches and 37.3% visitors Hotel occupancy +80%, peaking at 85% in mid December (4% increase) Hotel revenues up by 11% on 2011 to more than £7.7 million

Christmas market 4.3 m footfall, delivering £85m economic impact

Media coverage from 1900 hits worth more than £16.7 million between Apr 2011 - Dec 2012

Culture Nationally focused campaign with Visit England Continued support of 20+ festivals Seasonal thematic campaigns Summer – food, attractions, sport Winter – retail, seasonal attractions Events – sport, culture International Birmingham Airport and Visit Britain partnership Sweden, Italy, Germany, USA B2B Target group travel and travel intermediaries Trade events – Nordic countries, Germany,

China, India, USA

Vis it B irmingham 13/14 ac tivity plans

Volume and value – to drive overnight visitors using the attract motivator

Celebrating the next generation – 11 organisations and 70 individuals Multi-channel campaign – March/April 2013 targeting national and regional visitors

P utting a s potlight on c ulture

C ulinary s ummer 2013

National tourism campaign – May through July to profile Birmingham’s culinary offer and drive overnight leisure visitors Partnership opportunities – hotels, restaurants, bars, markets, producers and festivals

Regional celebration – collaboration with the chef community and University College Birmingham to put a spotlight on the next generation

Building volume – targeting group travel intermediaries, sales missions Getting reach – profile campaign in specialist media and trade events (BOBI – March)

Partnership working – inbound events and Visit Showcase (September)

Developing trade pipeline

Yonex All England Badminton Championships – 5-10 March, The NIA Champions Trophy Cricket – 6-23 June, Edgbaston Lion King – 28 June – 29 September, The Hippodrome

E vents

Meet B irmingham ac hievements

Secured 5 new international events in 2012

- 9,200 bednights, impact £4.7m

Secured new 10 national events in 2012

- 13,600 bednights, impact £8.2m

30 national & international sales missions

Dedicated Meet Birmingham showcase

delivered £80,000 of direct venue business

Ambassador programme with Universities

delivering conference business

Media coverage from 600 hits worth more than £4 million between Apr 2011 - Dec 2012

Meet B irmingham 13/14 ac tivity plans

Targeting agency, corporate and association

markets

National events - Confex – London, March - The Meetings Show UK – London, July

International events - IMEX Europe – Frankfurt, May - IMEX USA – Las Vegas, October - EIBTM – Barcelona, November

Profile and reach – April/May sector led targeted domestic awareness activity Competitor benchmarking – Interrogate domestic and international market Partnership working – Ambassador programme continuing to work with academic sector to grow pipeline and convert

G rowing the events s ec tor

Incentivising – enhanced welcome package and sales tool to increase conversions Growing business– access to networks, how can we make life easier for the organiser?

Partnership working – opportunities for industry engagement and added value services

T he Meet C atalys t programme

Developing markets Working in partnership with Birmingham Airport, route development marketing activity has focused on: Ireland China India Italy (Rome) Sweden (Stockholm) East coast USA Germany

R oute development

Doc ument Headline Document Sub-headline

Group travel – market increase by 35.9% coaches and 37.3% visitors

Hotel occupancy - +80%, peaking at 85% in mid December – 4% increase

Hotel revenues - up by 11% on 2011 to more than £7.7 million

Christmas market footfall - 4.3 m delivering an economic impact of £85m

G lobal reac h

16 trade events 80+ 1:1 sales meetings

12 locations 5 major country routes in the pipeline

Potential for 1m extra passengers in next 2 years

Ques tions