ICC Birmingham invests over £3m in technology infrastructure

The ICC Birmingham, England, has invested up to £3m over the past year in its technological infrastructure following a review of feedback from clients and delegates. The most recent outlay is a new, larger media wall designed to provide a special welcome for delegates visiting events. A further focus has been placed on improving the delegate experience by investing in new camera, audio and lighting rigs, as well as a new projector system. The improvements go beyond technology, with the feedback review also covering client comfort and experience. Back-of-house areas have been refurbished, with the private dressing rooms for both Hall 1 and 4 being revamped to improve the behind-the-scenes experience for organisers and their VIPs. Allan Boyle, conventions general manager at ICC Birmingham, said: “We look to analyse the data and feedback we receive from both clients and delegates to mould our strategy and give the best experience possible, improving the venue at every turn. For us it is all about building up that knowledge and understanding of what our customers and organisers want – and acting on it. “It’s not just technology where we’ve listened to feedback, with new hydration stations being installed across the ICC.” It has also been a busy 12 months at the ICC, with the venue having hosted more than 350,000 delegates from across the globe. For more information, visit theicc.co.uk