The five key West Midlands events happening this weekend bringing thousands of people to the region

Yahoo

4 hours ago

Culture bosses have forecasted that the 'super weekend' of events in July, including Black Sabbath's Birmingham farewell, will pump millions into the local economy.
The West Midlands Growth Company has projected that the region's visitor economy could see a surge of up to £20 million.
They expect as many as 300,000 fans flocking to the region at the start of July, providing a much-needed boost for the hospitality sector.
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The five key events happening in the West Midlands this weekend are:
Music enthusiasts can look forward to sold-out gigs such as Black Sabbath's Back to the Beginning festival (July 5, Villa Park, Birmingham) – hailed as 'the greatest heavy metal show ever' with Ozzy Osbourne's final performance.
Jeff Lynne's ELO: The Over and Out tour (July 5-6, Utilita Arena, Birmingham).
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).
The Colmore Food Festival (July 4-5, Victoria Square, Birmingham), reports Birmingham Live.
Hotel occupancy in Birmingham city centre is expected to rocket to nearly 90 per cent, a significant increase compared to the first Saturday in July 2024 (52 per cent).
Data from STR also suggests that Birmingham's hoteliers can anticipate higher occupancy rates for the first three weeks in July, compared to the same period last year.
July is set to be jam-packed with marquee events, not least Stevie Wonder's 'Love, Light and Song' gig on 7 July. The city will also groove to the Mostly Jazz Funk and Soul Festival from 11-13 July, followed closely by the Birmingham Jazz and Blues Festival kicking off on 18 July.
Councillor John Cotton, the leading figure at Birmingham City Council, enthused: "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."
Utilita Arena Birmingham and bp pulse LIVE's boss Jen Mitchell was equally upbeat, saying: "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."
Kelsey Dwyer, Partnerships and Events Manager at Colmore BID, is over the moon about the Colmore Food Festival making its comeback to Birmingham's Victoria Square for this July Super Weekend: "We're thrilled to bring Colmore Food Festival back to the heart of Birmingham in Victoria Square this July Super Weekend."
She pointed out the festival's enticing features, saying: "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."
Dwyer also touched on the wide-ranging appeal of the event: "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."
Wrapping up, she extended an open invitation: "Come hungry, leave happy – and don't forget to request your favourite metal tune with our on-stage entertainers while you're at it!".