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Birmingham's ICC increases Association conferences 30% year on year

Birmingham’s International Convention Centre (ICC) has reported a 30% year-on-year increase in Association conferences staged at the venue. The purpose-built conference centre has seen a 7% increase in new bookings for 2014/2015 compared to the previous year and a 75% increase in repeat bookings for the same period.

Catherine Newhall-Caiger, Business Development Director at the ICC Birmingham attributes this success to three core factors -location, flexibility and customer service.

She comments: “The ICC Birmingham is located in the centre of the UK with over 98% of the UK business market within a four hour travel time and London is just over 1 hour 30 minutes by train. Thanks to our partnership with Virgin Trains, delegates attending conferences at the ICC can not only get to us easily, but they can also take advantage of 25% discount off all fares – making Birmingham even more appealing.”

“With fantastic transport links to air, road and rail and over 6,200 hotel bedrooms and 200 restaurants, bars and nightclubs within easy walking distance of our venue, it’s perhaps no surprise that many associations report an increase in their delegate numbers when they hold their event with us - therefore contributing to repeat bookings and extensions to contracts.”

One association which has returned every year since the ICC Birmingham first opened is the British Small Animal Veterinary Association (BSAVA) congress. This year, they returned for the 25th time attracting over 8,000 delegates and exhibitors for an extensive four day scientific programme. Amanda Stranack, Head of Congress for BSAVA, also cites the central location, flexible space and level of service as key factors in returning to the ICC time and time again.

Amanda says: “The ICC provides high quality conference space and an exceptional level of service and they’ve been able to accommodate our growing number of delegates each year. With a comprehensive scientific-programme, an exhibition and keynote speakers we need a venue that can provide flexible, purpose built space and that’s exactly what the ICC does. It’s always been an easy and obvious choice for us to return – in fact we’ve already booked for the next three years taking us to 2018.”

As a purpose-built venue, the ICC offers every client a fully flexible solution, so that every event is bespoke to the requirements of the client and its delegates and meets the organisers’ objectives.

Catherine Newhall-Caiger continues: “We are experts in events and conferencing with a wealth of experience to give organisers the exact event they want. For example, last year the National Farmers Union had a big emphasis on social media and live web streaming so required our technical support and know-how to ensure everything ran smoothly and as they envisaged. They also had a specific catering brief asking for all ingredients to be sourced from a British supplier, all vegetables and fruits to be in-season and for all meals to satisfy big appetites. It was a challenge, but our award-winning in-house catering team, Amadeus, were able to meet the challenge and exceed the clients’ expectations.”

“We really do pride ourselves on our experience and put the customer at the heart of everything we do. Our organiser feedback proves this with an average Net Promoter Score of 68 over the past 12 months. We look forward to welcoming more association and corporate clients to our venue over the next year.”

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