The ICC's second phase of refurbishment

10 November 2016 Jenna Hadley

The International Convention Centre (ICC) Birmingham is proud to announce the completion of the second phase of its multi-million-pound refurbishment programme.

With £1.8million spent over the last few months, the ICC has seen refreshes on halls 4, 9 and 10 along with four of its executive meeting rooms. One of the most noticeable improvements has been the addition of large format digital screens throughout the Public Mall and portable screens. There has also been investment in upgrading the Wi-Fi along with modernisation of the lighting throughout the Mall, registration and foyer areas.

The £10m refurbishment programme has already provided a facelift to the venue’s largest flat-floored space, the 3,000m² Hall 3, Registration Area and Mall in 2015.

Director of Event Services, Allan Boyle, said: “As we celebrate our 25th birthday this year we felt it was time change the physical look and feel of our spaces to create an even better experience for our customers. The digitisation has opened up the Mall from an activity point of view allowing clients to promote their events, and the Wi-Fi enhancements were extremely important for delegates to have a positive conference experience.

“In terms of the look, we wanted to ensure the spaces felt modern and contemporary without losing the ICC’s personality. We are not just looking at halls or rooms individually, but as whole spaces that our clients use seamlessly throughout their event experience.”

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Hall 3

The ICC values customer feedback and knows that listening to its clients and understanding their needs is crucial in order to deliver exceptional service.  As such, the ICC has conducted nearly 500 detailed monthly customer feedback surveys since May 2013 via an independent third-party research agency and consistently receives an average score of 9/10; so far this year 98% of those surveyed have said they would bring another event to the ICC. The ICC also scores 4.5/5 on TripAdvisor® visitor reviews, which led to the venue receiving the TripAdvisor® Certificate of Excellence, awarded to hospitality businesses that continually delivered a high quality customer experience.

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The ICC Public Mall

Allan commented: “We pride ourselves on our customer feedback and this runs through our organisation and the people that work here. We are determined to keep raising the bar and much of the refurbishment programme is in response to feedback. We have the benefit of our 25 years of experience and leverage this to keep the venue moving forward.”