16 Mar 2016

The UK’S first leisure and entertainment destination signs up to LoveBrum

By Ashleigh Mills


Resorts World Birmingham, the UK’s first leisure and entertainment destination, has announced today it will become a Patron of local charity, LoveBrum. Located on the NEC campus, the Resort offers a range of leisure and entertainment experiences including 50 outlet stores, an 11 screen cinema with IMAX, 18 bars and restaurants, hotel and spa, casino and conferencing.

The decision to support LoveBrum is part of Resorts World Birmingham’s commitment to supporting local communities and projects. In addition to offering the region’s most exciting new location for a great family day out or and evening’s celebration with friends, Resorts World Birmingham is a major employer in the area.

This partnership sees Resorts World Birmingham and LoveBrum work closely together to unearth and support charities and causes that help to make the city an even better place to live. Over the next 12 months, 40 projects will be showcased as leading the way in civic pride; focusing on everything from cleaning streets in the local community, running youth projects, and supporting health initiatives, to providing training for new bereavement councillors, helping better connect communities, and feeding the homeless. LoveBrum is all about giving ‘hidden gem’ projects that don’t get the same recognition and support as larger charities a platform to promote the good work they do.

Barry Clemo, Strategic Marketing and Business Development Director for Genting UK, which owns and operates Resorts World Birmingham, said:

“We are delighted to be able to support the excellent work being undertaken by LoveBrum by becoming a Patron. We admire the objectives they have to make a difference to small and often overlooked projects for local people. As a responsible business it is important for us to forge effective relationships and partnerships that facilitate ways for us to give back to local communities. We are looking forward to working with the team at LoveBrum and supporting them to identify and help some very worthwhile projects and initiatives.”

As part of the partnership with Resorts World Birmingham, LoveBrum will connect the Resort with other patrons, ambassadors and sponsors of the charity and be part of the organisation’s branding and marketing activity. Employees of Resorts World Birmingham will also be able to get more involved; by participating in some of the charity’s events and activities and being part of the selection process of, deciding the causes that should receive funding.

Launched at the beginning of 2015, LoveBrum supports hidden gem projects across Birmingham that are often volunteer-led and that deliver real change. The charity aims to profile around 40 causes per year, with 12 receiving £2,000 funding complemented by a years’ business support. These projects are promoted as part of a new monthly vote, introduced for 2016, where members find out about a cause every week and vote for their favourite at the end of the month. Members, who pay just £20 to be part of the LoveBrum movement, chose Beyond The Horizon Charity at the end of February, which helps children, young people and families who have been affected by loss, bereavement, divorce or separation. This joins previously funded projects including Lily Mae Foundation, Ups and Downs, Homelands Festival, Lifetrain, Serve Our Brummies, and Sampson’s Road Resident’s Association.

Tim Andrews, Chairman and Co-Founder of LoveBrum, added:

“Thanks to organisations like Resorts World Birmingham, we can continue putting every penny raised through membership and events directly into the causes pot. This is really important to us; when the public donates, we want them to know exactly where that money goes. It’s one of the reasons we set up LoveBrum, so that we could offer transparency that larger charities can’t.”

“I am so delighted that Resorts World Birmingham has joined the movement. We have showcased the good work we do in the community over the past year, and Barry and his team were keen to get involved, both personally and on a wider business level. They now join our other Patrons – KPMG, Glide Utilities and No5 Chambers – and I will continue working to increase this list even more so that we can keep doing great things in the community.”

To find out more about LoveBrum, how it supports causes in the community, and how to get involved, visit lovebrum.org.uk.

By Tara Tomes, Managing Director of East Village Agency providing PR, marketing and events for retail and leisure brands, based in Birmingham – and ambassador of LoveBrum!

@EASTVILLAGEPR 0121 227 4696 tara@eastvillageagency.com

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