By Gurdip Thandi
Culture bosses say July’s ‘super weekend’ of events including Black Sabbath’s Birmingham farewell will boost the region’s economy by millions. The West Midlands visitor economy is expected to swell by up to £20 million according to research by the West Midlands Growth Company. They said as many as 300,000 fans will come to the region at the start of July to give a much-needed shot in the arm for the hospitality sector. READ MORE: Inside the Ozzy Osbourne Working Class Hero exhibition at Birmingham Museum and Art Gallery People will enjoy sold-out music shows including Black Sabbath’s Back to the Beginning festival (July 5, Villa Park, Birmingham) – dubbed ‘the greatest heavy metal show ever’ as Ozzy Osbourne performs for the final time – and Jeff Lynne’s ELO: The Over and Out tour (July 5-6, Utilita Arena, Birmingham). Other major events include the Men’s Second Test between England and India (July 2-6, Edgbaston Stadium, Birmingham); the Godiva Festival (July 4-6, War Memorial Park, Coventry); and the Colmore Food Festival (July 4-5, Victoria Square , Birmingham). Hotel occupancy in Birmingham city centre is anticipated to surge close to 90 per cent, significantly higher when compared with the first Saturday in July 2024 (52 per cent). Figures from STR also suggest that Birmingham’s hoteliers will enjoy increased occupancy levels for the first three weeks in July, in contrast to 12 months earlier. Other major events during July include Stevie Wonder’s Love, Light & Song concert on July 7; the Birmingham Cocktail Weekend (July 10-13); England Women’s IT20 cricket fixture against India (July 12); Mostly Jazz Funk & Soul Festival (July 11-13); Birmingham Jazz & Blues Festival (July 18-27); and Sandwell Mela (July 19-20). Councillor John Cotton, Leader of Birmingham City Council , said: “The eyes of the world will be on Birmingham for an extraordinary, unrivalled few days of music, sport and foodie events, delivering real-time economic benefits to our local businesses and communities. “There is always such a special atmosphere in the city on major event days. “We look forward to bringing people together and providing the backdrop for a vibrant celebration of Birmingham’s culture and heritage, creating more special experiences and memories for our visitors.” Jen Mitchell, Managing Director of Utilita Arena Birmingham and bp pulse LIVE, said: “Welcoming thousands of fans to the city is what we do best – but hosting Brummie legends ELO makes this weekend particularly special. “With major moments also happening across the city, from Black Sabbath at Villa Park to the Test Match at Edgbaston, it’s a real showcase of Birmingham’s strength as a large-scale live events destination.” And Kelsey Dwyer, Partnerships & Events Manager at Colmore BID, added: “We’re thrilled to bring Colmore Food Festival back to the heart of Birmingham in Victoria Square this July Super Weekend. “With over 30 incredible local food and drink venues, capped menu prices, and a buzzing, family-friendly atmosphere, it’s the perfect way to soak up the city’s buzzing atmosphere. “Whether you want to fuel up before the big gig, soak in the rock ‘n’ roll vibes or get your metal-inspired face paints, there’s something for everyone. “Come hungry, leave happy – and don’t forget to request your favourite metal tune with our on-stage entertainers while you’re at it!”