Historic business capitalises as Edgbaston off to winning start.
Thursday 11 August 2011
England’s cricket successes have started to pay off for firms in the West Midlands as manufacturers join hospitality businesses in enjoying a Test match-related boost.
The five-day Test match with India at the newly-refurbished Edgbaston is expected to stimulate £5.5 million of extra spending in the region – with tourism businesses like bars and hotels well-placed to benefit.
And with England racing to a 2-0 lead and closing in on the world number one spot Edgbaston has been “bombarded” with demand for tickets with more than 85,000 sold.
But elsewhere, an historic Birmingham-based company has already enjoyed an economic boost by being chosen to supply specially-created caps given out to the two team captains.
An honours cap has been hand embroidered with the wording “England v India Edgbaston Test Match 10 – 14 August 2011”, by Rhonda Ludgate from Toye Kenning & Spencer.
A Warwickshire CCC spokesman said ticket sales were up to 90,000 by Wednesday afternoon – which equals the best level recorded on the first day of a Test at the ground.
He said: “The all-time record is 105,000 in 2009 in the Test against Australia.
“In comparison with that we are well on course but obviously a lot depends on it going to five days.
“The result is brilliant but India are top of the world and England are in a position to take their crown so this is an exceptional match.”
The match is the first Test to be played at the new, expanded Edgbaston Stadium since its £32 million redevelopment. The Post reported previously that Warwickshire had profited by promoting the India Test in the subcontinent and to the Indian population in the West Midlands.
Meanwhile, caps designed by Jewellery Quarter-based Toye Kenning & Spencer were given to captains Andrew Strauss and Mahendra Singh Dhoni on the first day of the Test.
The company has been crafting intricate products since 1685, starting in the civil and military markets.
“We are extremely proud to have been able to produce the honours caps for the team captains,” said chief executive, Fiona Toye. “Our craftspeople worked hard and with care to produce the caps.”
Toye Kenning & Spencer also provided elegant glass paperweights, with a 3D view of the ground, which were presented to the VIP guests on July 25 at the opening of the new Edgbaston by the Duke of Edinburgh. The company also produces honours caps for the England football team and caps and hats for the civil and military uniformed services.
Elsewhere, Stephen Woodhouse, regional general manager at Malmaison and Hotel du Vin, said he will enjoy a 20 per cent revenue boost in the next five days as a result of the Test.
Mr Woodhouse said: “The hotel industry in the centre of Birmingham benefits from Edgbaston because of the volume of people coming in over the five days.’’