Lion King proves a roaring success raising millions of pounds for Birmingham economy

THE successful stage production of Disney’s The Lion King comes to the end of its run in Birmingham tomorrow and investment chiefs are already hailing the show for providing a major boost to the city’s economy.

When the curtain comes down at the Birmingham Hippodrome tomorrow more than 190,000 theatergoers will have seen to show, which has played 109 performances.

The show was expected to be Birmingham’s hottest ticket of the summer and so it has proved, with inward investment agency Marketing Birmingham predicting the benefit to the city’s economy will run into millions of pounds.

Besides the theatre, the bars and restaurants in Southside are likely to be the main beneficiaries, together with some of the city’s hotels as theatergoers used the show as focal point of their city break.

The musical, the largest touring theatre production in UK history, attracted visitors from as far afield as New Zealand, Kuwait and Europe, as well as UK patrons from Inverness through to Brighton.

Birmingham Hippodrome reported that more than 50% of those seeing the show were first-time bookers to the theatre.

Ian Taylor, Commercial Director at Marketing Birmingham, said: “The Lion King is the largest production ever to play the venue and brought with it huge commercial appeal, helping to attract many first time tourists to Birmingham.

“Bringing 190,000 additional visitors to the city – half of whom had not booked tickets at The Hippodrome previously – the show has significantly benefited local businesses, driving footfall to our many hotels, restaurants and retail outlets. We would conservatively estimate that benefit to be in the millions of pounds.”

Stuart Griffiths, Chief Executive of the Birmingham Hippodrome, said: “Working with Disney for the past two years has been one of the most rewarding challenges the Hippodrome team has ever undertaken.  It’s a massive show requiring great teamwork and focus – from the box office and customer service staff, to the backstage crew and administration.  

“Our success is reflected across the city with millions of pounds spent on overnight stays and in restaurants and car parks – a welcome boost for everyone.  We’re delighted that the summer has been such a ‘roaring’ success and we can’t wait to welcome another Disney show back very soon.”