1. C ommerc ial Members Meeting
20 October 2011
marketingbirmingham.com

2. A genda
 Welcome and introductions
Neil Rami, Chief Executive, Marketing Birmingham
 Gastronomy in Birmingham
David Colcombe, Chef Director, Opus Restaurant
 Food Trends
Rob Smith, Assistant Dean, University College Birmingham
 Marketing Birmingham Operational Update
Ian Taylor, Commercial Director, Marketing Birmingham
marketingbirmingham.com

3. David C olc ombe
Chef Director, Opus Restaurant
marketingbirmingham.com

4. Food Trends
Robert Smith
University College Birmingham

5. Current Trends
 Restaurant trends
 Starters only desserts only, sharing and
small portions
 Cheaper cuts of meat –tasty
 Tutored wine and food paring
menus/dinners
 Flexible pricing – charge by table rather
than meals
 !

6. Local Produce
Locally sourced can
increase profit

7. Restaurant Trends
 Restaurant takeaways
 Thirty minute lunch

8. Pop up Restaurants
 Thomas Keller French Laundry
pop up restaurant at Harrods
 Spoof French Laundrette
inspired

9. SERVICE!
Customer expectations
increased with TV
programmes
Training

10. Nutritional values and
healthy eating
 Customers are becoming more
aware of healthy eating & nutritional
values
 Many restaurants are choosing to
list the nutritional value of each dish
on the menu
 Be individual!

11. iPad with food and wine!
 iPad Menus and wine lists now
available in restaurants throughout
the world
 Links to producers
 Wine and food paring
 Recipes
 No queue ordering in fast food outlets
 Customers can see the dish they are
ordering

12. iPad wine app

13. Choosing wine in the On-Trade
How do you choose wine in a restaurant or bar?
Usually only choose wine grape varieties I am familiar with
Usually choose the house wine 70%
Usually only choose wine regions/countries I am familiar with
Usually only choose wine brands I have heard of
Would also like to taste the wine before choosing
Usually choose the cheapest wine
Always get someone else to choose
Usually ask for help from the waiter/barman
Always ask for help from the waiter/barman
None of these
Don’t drink wine
On-Trade N/A
Source : YouGov Omnibus Panel Dec 2010, WDR analysis
Base size : 1,695 British adult drinkers

14. The box
draws your
eye
Omit pound signs and
pennies – customers
follow subtle cues.
Engaging
sections to
break up the
list of wine
One word tasting notes to
steer towards flavours
without using ‘wine’
language

15. Ques tions & A ns wers
marketingbirmingham.com

16. Operational Update
Ian Taylor
Commercial Director
marketingbirmingham.com

17. A new bas e
 Baskerville House
- accessible, central location
- cost effective
- effective 31st October
 Birmingham Forward and Finance Birmingham
will co-locate from 4th November 2011

18. New identities
Multiple brands Single brand
marketingbirmingham.com

19. T he B irmingham toolkit
Provides a framework and overarching guidance on
the positioning and portrayal of Birmingham’s identity
Objectives:
 To clarify Birmingham’s positioning
 To develop the ‘Team Birmingham’ approach
and partnership working
The Birmingham toolkit:
 Online asset management system containing:
- The Birmingham story
- Facts and statistics
- Birmingham assets (imagery, films, data)

20. ERDF Programme
2011/12- 2013/14
What - A £17.7m catalyst to deliver integrated City Region
Business, Meet and Visit programme over the 3 yr period
It will - generate investment, events and visitors, develop
business and jobs in the ERDF priority 3 areas
How - Marketing Birmingham will provide up to £5.8m, our
partners £3m and £8.8m funding drawn down from ERDF
Outputs Partners
► 4690 jobs Birmingham City Council,
► 500 business supports Solihull MBC, Black Country
LA’s x 4, Birmingham Airport,
► 5% increase visitor
CENTRO, Southside BID
economy

21. B irmingham F ood F es t
14th – 23rd October 2011
birminghamfoodfes t.c om
 10 day food and drink celebration
– 100+ restaurant offers
– 100+ partner events
– Big Brum Cook book
 Two spotlight events
– Chefs Alliance Dinner
– Hidden Gems
 6000 + voucher downloads
 £850,000 + media coverage to date

23. C hris tmas in B irmingham
November 2011 – January 2012
 One joined up city campaign
 Birmingham City Council, Retail Birmingham,
Southside BID, Black Country, Solihull MBC,
Virgin Trains, Brindleyplace
 Two part campaign capturing the festive season
& New Year
Campaign components
 Dedicated website christmasinbirmingham.com
 Advertising - radio & door drops national &
regional TV advertising
 Online display, search, e-newsletters, viral game
 Frankfurt Market - group travel meet & greet

24. International foc us
 Partners in Visit Britain's GREAT campaign
 Destination England North America – 45
appointments
 World Travel Market (Excel, London)
 ITB (Berlin)
C ommerc ial partners meeting
28 September 2011

25. L iberal Democ rat C onferenc e 2011
 £12m economic impact
 3,500 pieces of Birmingham related media
coverage
 9 Team Birmingham fringe events including
Birmingham City Council, Centro, University
of Birmingham, Chamber of Commerce

26. F uture plans and how you
c an get involved …
marketingbirmingham.com

27. Vis it B irmingham
 Christmas 2011
- Send us your events
- Partnership opportunities
 Olympics 2012
- Send us your events/activity
- Partnership opportunities
 New visitor website
- Feedback on current system
 Trade
- contribute to online resources area
- support FAM trips and itinerary building
 Summer 2012
- Partnership opportunities
marketingbirmingham.com

28. Meet B irmingham S howc as e
 40 conference & event buyers in
Birmingham 10/11th November 2011
 Day one venue show rounds, welcome
reception with dinner
 Day two face to face meetings at
Edgbaston with afternoon seminar

29. Meet B irmingham
 EIBTM 2011
- Partnership opportunities
 International Confex 2012
- Partnership opportunities
 Meet Birmingham Conference Guide
- Partnership Opportunities
marketingbirmingham.com

30. Meet B irmingham B ids
 Recent successes
- IEEE Nanotechnology 2012
- LGG Communications Conference 2012
- Solar Power UK 2011
- National Housing Federation 2012 & 2013
 Bids in progress
4 International:
2014 3,500 attendees – four days
2015 1,500 attendees – three days
2012 250 attendees – two days
2012 500 attendees – two days
2 national:
2013 500 attendees – three days
2014 500 attendees – three days
marketingbirmingham.com

31. Ques tions &
ans wers