Birmingham City Centre was buzzing from Friday 4th to Sunday 6th July, as a mix of major music and sporting events drew in crowds and lifted footfall. From Ozzy Osbourne and Black Sabbath’s epic farewell gig at Villa Park to Jeff Lynne’s ELO lighting up Utilita Arena, and England taking on India at Edgbaston, the city had something for everyone, as demonstrated by the numbers.
Footfall across the city was up +18.1% compared to the same weekend last year, with Friday seeing the biggest spike at +23.6% year on year. The uplift highlights how powerful these kinds of events can be for drawing people into the city.
It’s not just about the music or sport; when the city is alive with activity, the impact is clear to see for hospitality, leisure, and even retail.
Sam Watson, Chair of Central BID said “The atmosphere in Birmingham city centre has been amazing over the last few days as we’ve welcomed many thousands of Ozzy Osbourne and Black Sabbath fans from across the UK and the world, celebrating their last ever gig at Villa Park. With fellow music legends ELO also performing in the city alongside international cricket, we’ve seen a huge increase in trade in our many retail and hospitality businesses and we plan to keep this going throughout the Summer.”
How did evening trends fare in Birmingham? Footfall was up by an average of +49.6% on Friday 4th July between 5pm – 11pm compared to the same period last year, up by +21.5% on Saturday night, and +11.7% on Sunday.
Birmingham’s recent data offers an encouraging case study. When layered with multiple events – sports, legacy music acts, and tourism drivers – the city centre becomes a magnet for footfall. These events are more than entertainment; they are economic catalysts for regional cities, offering crucial momentum during the summer trading window.
For retailers and operators, this is a golden opportunity. These events bring more than just crowds; they bring in customers, diners, and a reason to rediscover the high street. The challenge now is to keep the momentum going and turn one-off visits into a lasting engagement.