Birmingham acquires Taste  (Sitegeist) 

Marketing Birmingham has achieved a first by acquiring the city's annual Taste of Birmingham event. This expansion of the company's event portfolio also makes it the first time a UK "Taste" city has taken on  the franchise. Abigail Parkin (10 Mar '09) 

This bolsters the destination marketing company's business tourism success following the announcement that the Liberal Democrats will hold their conference in the city in 2010 and 2011 and the return of the Conservative Party next year.

The contract runs for three years and allows Marketing Birmingham to manage the four- day food and drink festival in collaboration key partners in the city and wider region. Sponsors and commercial partnerships are expected to make the event entirely self-funded.

“While these are uncertain economic times we feel it is important to build on what the city’s good at," said Neil Rami, chief executive, Marketing Birmingham. "Taking a more strategic role in the Taste of Birmingham event will allow us to make it more relevant to the city and we hope attract interest and visitors from further afield. Taste of Birmingham is part of a successful national brand and is one of a series of three events taking place throughout the UK. We will be working closely with restaurants and chefs in the city and throughout the Midlands to ensure the event showcases the region’s growing culinary offer.” 

The Taste event will expand Marketing Birmingham's team to includes an event manager and event sales executive. Event manager Sian Roberts brings over eight years of  events and exhibitions experience to the team. More recently she has worked with CMP Information as sector manager on events such as Confex and Event UK. Lucy Gibbons supports Sian Roberts in her role as event sales executive.

"Since the first Taste of Birmingham in 2006, Birmingham’s food and drink scene has evolved considerably," says Roberts. "The city now has three Michelin stars – more than any other English city or town outside London."

Marketing Birmingham was advised by lawyers at Wragge & Co LLP on the licensing agreement to host Taste of Birmingham 2009.

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