On the site of the former Carling Academy VMS were brought in to refurbish and operate what was to become the Birmingham Ballroom. Winning accolades from the industry for its transparent costs and excellent service. Staging events for the BBC (Alicia Keys) to multiple Sold Out shows with Ed Sheeran, You Me At Six as well as headline shows for major touring acts such as New Order. The venue once again staged major club events hosted by key partners such as Red Bull. During its relatively short period of trading the Ballroom was a massive success.