Birmingham’s iconic heavy metal band Black Sabbath is taking center stage for one last time, and it is set to make a splash in the city.
The group’s farewell performance, scheduled for Saturday, July 5, at Villa Park, is expected to inject up to £20 million into the city’s economy, according to the West Midlands Growth Company.
The highly anticipated sold-out concert, titled Back to the Beginning, marks frontman Ozzy Osbourne’s final appearance with the original Black Sabbath lineup.
Billed as “the greatest heavy metal show ever,” the event is drawing fans from across the UK and beyond to the band’s hometown.
Ozzy Osbourne, 76, said the venue and the occasion were deeply meaningful. “I couldn’t have done my final show anywhere else,” he said in a Q&A with Premier Comms. “I had to go back to the beginning.”
His wife, Sharon Osbourne, echoed the sentiment, noting, Birmingham 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.”
Surge in tourism and hospitality
The Black Sabbath concert headlines a packed weekend of cultural and sporting events throughout the West Midlands, contributing to what officials are calling an “unrivalled” few days for the region.
Alongside the concert, other major events include Jeff Lynne’s ELO: The Over and Out tour at the Utilita Arena, the second men’s cricket test between England and India at Edgbaston, Coventry’s Godiva Festival, and the Colmore Food Festival in central Birmingham.
This convergence of events is expected to drive hotel occupancy in Birmingham to nearly 90%, a significant increase from 54% during the same weekend last year.
Forecasts also suggest that hotel occupancy will remain elevated through the first three weeks of July.
The West Midlands Growth Company noted that the £20 million projection primarily stems from visitor spending on accommodation, dining, transport, and entertainment.
With thousands of attendees descending on the city, local businesses are expected to benefit from the surge in foot traffic.
Civic and cultural impact
Local leaders are celebrating the moment as both a cultural milestone and an economic opportunity.
Councillor John Cotton, Leader of Birmingham City Council, said the city was poised for a showcase of its vibrancy and diversity.
“The eyes of the world will be on Birmingham for an extraordinary, unrivalled few days of music, sport and foodie events, delivering real-time economic benefits to our local businesses and communities,” he said.
“There is always such a special atmosphere in the city on major event days. We look forward to bringing people together and providing the backdrop for a vibrant celebration of Birmingham’s culture and heritage.”
For Birmingham, the farewell show is more than just a concert — it’s a celebration of the city’s musical legacy and a powerful demonstration of how cultural events can help drive economic growth and civic pride.
As Ozzy Osbourne put it, it’s a final thank you — and a return to where it all began.
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