The Birmingham NEC has launched a three-pronged offensive to establish itself as a venue for meetings and conferences - not just exhibitions.

The initiative includes two new conference packages and the promise to pay agent commissions for the first time.

NEC spokeswoman Clare Usher said: “A lot of venue finders and agents think we only do exhibitions, not conferences, so we really want to increase awareness of the fact that we have 33 meeting rooms and the flexibility to cater for small groups as well as large numbers.”

The venue has also launched a competitive day delegate rate (DDR) of £35+ VAT including room hire, free parking for delegates, internet connection, two-course hot and cold buffet lunch and three coffee breaks.

In addition, it is offering 8 per cent commission on pre-ordered food and beverages to agencies bringing events to the NEC between 1 April 2012 and 31 March 2013.

“We haven’t done it before so we’re going to trial it for a year and see how it goes,” said Usher. “A lot of venue finders wouldn’t consider the NEC so it’s to get us into different areas of the market.”

Meanwhile, ‘Black Box’ is an off-the-shelf conference product created to stop event organisers being scared off by the NEC’s vast halls. It includes everything required from power, drapes, carpeting and furniture, to cleaning, security, AV and staging.

“Once you get more than 400 delegates you have to jump into a hall and if you’re not experienced in dressing a blank canvass it can be quite daunting,” said Usher. “The new solution means clients don’t have to worry about sourcing all of these things separately and know the costs up front.”

Pictured: The Birmingham NEC