Birmingham is bracing for one of its biggest cultural weekends in recent history, and at the heart of it all is BLACK SABBATH’s much-anticipated farewell concert. The heavy metal legends will return to their hometown on July 5 for the “Back To The Beginning” festival at Villa Park — a historic show that marks Ozzy Osbourne’s final live performance.
According to research from the West Midlands Growth Company, the region could see up to £20 million (around $27 million) injected into its visitor economy over that single weekend. As many as 300,000 fans of music, sport, and food are expected to descend on the West Midlands, bringing major footfall to local hotels, restaurants, and venues.
Sharon Osbourne reflected on the event’s importance, saying: “Birmingham is a city which means so much to Ozzy. When it comes to heavy metal music, BLACK SABBATH forming and his love of Aston Villa — it all started here.”
The July 5–6 weekend will also see Jeff Lynne’s ELO take the stage at Utilita Arena Birmingham, further boosting the city’s profile. Meanwhile, major sporting events like the England vs. India cricket Test at Edgbaston and family-friendly festivals such as the Godiva Festival and the Colmore Food Festival will amplify the weekend’s appeal.
Hotel occupancy is expected to skyrocket to 89% in Birmingham city center — a significant leap compared to just 52% during the same period in 2024. STR data also points to sustained higher occupancy rates throughout the first three weeks of July.
Birmingham City Council leader John Cotton stated: “The eyes of the world will be on Birmingham for an extraordinary, unrivalled few days… delivering real-time economic benefits to our local businesses and communities.”
Venue leaders and event organizers echoed that sentiment, highlighting the city’s strength as a destination for major cultural moments. Jen Mitchell of Utilita Arena Birmingham noted: “Welcoming thousands of fans to the city is what we do best — but hosting Brummie legends ELO makes this weekend particularly special. With major moments also happening across the city, from BLACK SABBATH at Villa Park to the Test Match at Edgbaston, it’s a real showcase of Birmingham’s strength as a large-scale live events destination.”
Adding to the energy is the Colmore Food Festival, which will fill Victoria Square with over 30 local food and drink vendors. Event manager Kelsey Dwyer captured the spirit of the weekend, saying: “Whether you want to fuel up before the big gig, soak in the rock ‘n’ roll vibes, or get your metal-inspired face paints, there’s something for everyone.”
And the excitement doesn’t stop with BLACK SABBATH’s final bow. Upcoming highlights include Stevie Wonder’s “Love, Light & Song” concert, Birmingham Cocktail Weekend, and a slew of festivals celebrating jazz, blues, and multicultural heritage.
Thanks to this historic convergence of music, sport, and culture, Birmingham is set to make a lasting impression — and BLACK SABBATH will once again take center stage in shaping its legacy.
Reeder, the visionary behind Metal Addicts, has transformed his lifelong passion for metal into a thriving online community for metal aficionados. As a fervent devotee of black metal, Reeder is captivated by its dark, atmospheric, and often unorthodox soundscapes.