The document summarizes a commercial partners meeting held by Marketing Birmingham on April 30th, 2013. It provides an overview of Birmingham's economic growth in recent years, including a 35.9% increase in group travel and an 11% increase in hotel revenues from Christmas campaigns in 2012. It also outlines Marketing Birmingham's strategies to attract more international and domestic visitors, conferences, investments, and develop key business sectors through 2023. These strategies include international marketing campaigns, developing inbound traffic from countries like Ireland and Germany, and collaborating with the Greater Birmingham and Solihull Local Enterprise Partnership.

1. marketingbirmingham.com
Commercial Partners Meeting
30 April 2013

2. Paul Kehoe
Chairman

3. Neil Rami
Chief Executive

4. Document 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
An integrated international campaign
 Attracting more visitors
 Winning new conferences & events
 Securing inward investment
 Integrated programmes

5. Programme Results
2012/13
marketingbirmingham.com

6. Account Jobs
ADI Group 60
Codemasters 25
Dana Spicer Europe Limited 150
Deutsche Bank 150
NAC 600
Franklin and Andrews 40
Ishida 20
Large automotive OEM 370
Expansions
Account Jobs
Acuity ETS Ltd 8
Adam Stokes 20
ASG Immigration Limited 10
ASOS 20
Auctus 30
Ayogo 15
Halal food company 40
Business Growth Fund Plc 50
CT Dent 5
Dotted Eyes 50
UK Medical Svs Co 100
US BPO 120
Hotel La Tour 100
India Business Hub 3
Linalis 10
Lulu Group International 30
Mechel services 30
Investments
Investment projects 2011-13
Nervecentrix 10
One Point Three 10
Owned IT 15
Pata AB 10
Pure Mobile 15
Sanguine Hospitality Management Company Ltd 150
Skanska 32
Solicitors Regulation Authority 600
Waste Company 40
Synapse Information Ltd 15
Tinyme 1
Toyota Tsusho UK 25
Trowers and Hamlin LLP 25
Unipres 20
Vocam 5
Willmott Dixon Partnerships Limited 10
Yomik 10
Account Jobs
Account Jobs
NVC Lighting Technology Corporation 230
Office of the Public Guardian 300
Sertec Group Holdings Ltd 150
ReachLocal 8
Metal Pressings 150
Virgin Media 150
Wesleyan Assurance Society 400
US Metallics Co 40

7. FDI projects 2012/13
businessbirmingham.com

8. Visit Birmingham achievements

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
Birmingham
Number of visitors
30.9m 104m 33.5m
Visitor value
£18.5bn £16.2bn £4.9bn
Average stay
7.6 nights 5 nights 4.6 nights
Attracting national & international visitors
Birmingham’s visitor economy
 Delivered - 10% growth since 2006
 Supports - 60,000+ jobs from entry level - senior
management
 Generated - significant capital investment 10 new
hotels in last 18 months

9. Case study: Christmas campaign 2012
Group travel increased by 35.9% coaches and 37.3% visitors
Hotel occupancy +80%, peaking at 85% in December (4% increase on 2011)
Hotel revenues up by 11% on 2011 to more than £7.7 million
Christmas market 4.3 m footfall, delivering £85m economic impact

10. Developing inbound traffic:
Ireland
Italy (Rome)
Sweden (Stockholm)
Germany (Munich)
Digital traffic
- Ireland up by 30%
- Italy up by 1314%
- Sweden up by 487%
- Germany up by 561%
Page views increased by 15%
Growing global connectivity

11. City region collaboration
MIPIM 2013
£540,000 of global media coverage, 30% online
increase
12 capital investment enquiries
15 FDI enquiries
Site Selectors 2012
12 senior advisors to corporate end users
20+ commercial partners involved

12. Where the world meets

Sales missions - 30 national & international

Ambassador programme - generated 5
events in collaboration with Universities
2012/13 International National Total impact
New events
secured
6 8 14
Bed nights
generated
11,200 22,100 33,300
Est. impact £5.1m £8.2m £13.3m

13. Recent media coverage

14. Programme Highlights
2013/14
marketingbirmingham.com

15. Business Birmingham – FDI pipeline
Business Birmingham active projects in
pipeline as per March 2013
14%
7%
5%
5%
3%
5%
4%

16. For the first 15 companies the ROI consideration over a
10 year period from an investment value of £7.25m in
grants and an administration burden of £250k is as
follows:
Potential
 Create 3,900 jobs for Birmingham
 A grant per job rate of £1860 per job
 Increased economic activity of £843 million
 Generate £45 million of rates income
For a £26.58m investment this project has the potential
to:
 Create 14,286 jobs for Birmingham
 Increase economic activity from salaries alone by
£2,500m
 Generate £184million of rates income
Mobile Investment Fund

17.  Birmingham is the fastest growing city in terms of FDI attraction in the UK. WM has
grown FDI levels by 21% year on year since 2007 compared to the NW at 8%
 Proposal to UKTI that Business Birmingham leads on sector based strategic
relationship management initiative for Automotive, BPFS and Medtech
 Match funding from UKTI to resource increased account management team on its
behalf and in conjunction with PA Consulting
UKTI Strategic Relationship Management
Source: FDI Markets, Financial
Times, 2012
Destination Country 2009 2010 2011 2012
UK 34% 35% 32% 42%
France 15% 9% 9% 12%
Germany 15% 19% 17% 9%
Spain 7% 10% 8% 11%
Ireland 8% 9% 13% 12%

18. Site Specific Propositions
 Key component of business development
strategy to secure anchor tenants for major
schemes
 Detailed business cases built around specific
market opportunities, i.e. LPO, JLR Supply Chain,
Third Sector relocation
 Specific business development strategies
wrapped around each proposition, utilising own
and partnernetworks and contacts
 Cost model based on future developments to
demonstrate high quality, low cost credentials
and detailed cost savings.
 Independent benchmarking and partners
intelligence and research

19. Document Sub-headlinemarketingbirmingham.com
Barriers
 Post-2012 Olympics
 Aviation developments
- Birmingham Airport
 Strong destination offer
culture, heritage + food
 Investment in
infrastructure, retail +
public realm
Opportunities
 Economic performance
issues
 Policy changes by
competitors to attract
visitors
 New markets opening
BRIC as inbound
sources
 Limited awareness of
anything outside London
 Small share of voice in a
crowded marketplace
 Deterrent effect of the
visa regime
 Domestic perceptions
 Product + packaging
gaps
 Cost
Global trends

20. Volume and value – to drive overnight visitors using culture as a motivator
Celebrating the next generation – 11 organisations and 70 individuals
Multi-channel campaign – Spring 2013 targeting national visitors
Putting a spotlight on culture

21. Culinary summer 2013
National tourism campaign – May – July profiling 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

23. ICC Champions Trophy 2013:
5 key games, including the final, at Edgbaston
Rights package with ICC to promote Birmingham to
one fifth of the world’s population
Strategic Marketing Opportunities

24.  Significant input to the Greater Birmingham
Project
 MB Board Agreement to align with GB&SLEP
 LEP Board 14 march 2012 agreed MB a
strategic delivery partner
 Developing a Greater Birmingham positioning
 SLA to be operational from April 2014
Greater Birmingham Strategy

25. Neil Rami
Chief Executive

26. Marketing Birmingham Commercial
Partners Meeting
Andy Street, Chair of the GBS LEP
30th
April 2013

27. A busy few months…
• Signed City Deal - Sep 12
• White Paper Consultation - Oct 12
• No Stone Unturned - Oct 12
• Offer to ‘pilot’ NSU - Nov 12
• Prime Minister’s Blessing - Dec 13
• Greater B’ham Project - Mar 13
• Govt Response to NSU - Mar 13
• Strategy for Growth - May 13
• Spending Review - June 13
Plus delivering the LEP’s wider agenda…..

28. No Stone Unturned
• Launched at the Town Hall
• 89 recommendations
• Big ideas:
• Single Pot of funding
• Localise EU funding
• Legal status for Chambers
• Unitary local govt
• Conurbation Mayors
• Local Growth Teams
• LEP role in skills
Opportunity for real change.....

29. So we stepped forward…

30. Greater Birmingham Project
• Intense Review
• Weekly visits by Lord
Heseltine
• 8 workstreams
• Engagement from across
private, public and
voluntary sectors
• Local and national input

31. Current complexity exposed…

32. Single Pot opportunities
• Fit for purpose business support
• Deliver growth plan for the M42 Economic Gateway
• Grow Birmingham Airport
• Create Sector Acceleration Zones
– Life Sciences, Advanced Manufacturing, Digital & Creative,
Enterprise Belt
• Build world-class skills system
• Expand collaborative & innovative procurement
• Pilot ‘Gainshare’ scheme (earn-back)
• Establish a Neighbourhood Economic Growth Project
• Accelerate roll-out digital infrastructure

33. Media Launch

34. Government Response
• Agreed 81 of 89 recommendations
• Establish a ‘Single Local Growth
Fund’
• Streamline management of EU
funding
• Set up Local Growth Teams
• Ease regulatory enforcement
• Reform planning
• Establish 11 Industrial Strategy
Partnership Councils
• LEPs to work out business support
• LEPs responsible for setting local
skills strategies

35. Our work is not yet done…
Decisions still to influence…..
• Scale of the Single Local Growth Fund (SLGF)
• Proportion of SLGF that is open to competition (vs
proportion allocated notionally to each LEP)
• How process will work in overlapping areas
• Format of the LEP Growth Plan
• Assessment of plans
• Amount of strings attached to funding
• Monitoring process

36. Strong building blocks…
• Strategy for Growth has wide support
• Sets out our Strategic Enablers:
1. Growing the number of successful businesses
2. Building on our sector strengths and opportunities
3. Stimulating innovation in products, processes,
services and business structures
4. Improving our skills talent pool
5. Improving physical and digital connectivity
6. Optimising the economic value of the region’s
assets

37. Next stage
• Develop Strategy into a “strategic growth plan” for
accessing the SLGF, showing:
• Level of ambition
• Clarity of prioritisation
• Evidence of deliverability and capacity
• Support and commitment of partners
• Leverage of resources
• Strength of governance
• Align to EU Investment Strategy

38. Rallying call….
• We are at the forefront of this agenda but need to
maintain momentum
• Real opportunity for devolution but still arguments to
be won and doubters to convince
• Overwhelmed by support for Gr B’ham Project – need
to build on this to develop our SLGF bid
• Welcome ideas, input, expertise to help make the best
case for Greater Birmingham

39. Questions & Answers