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SUNDAY, FEBRUARY 25, 2007
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Birmingham approves firm for entertainment district

BIRMINGHAM (AP) — A group that turned Beale Street in Memphis into a tourist destination will develop Birmingham’s convention center entertainment district.

The Birmingham-Jefferson Convention Complex board on Friday approved hiring Memphis-based Performa Entertainment Group.

Performa CEO John Elkington told board members at a Salt Lake City retreat that the venue, tentatively named District at the BJCC, would cost $55 million to build and would include a mix of restaurant, entertainment and retailers new to Birmingham.

As proposed, Performa would lease space on BJCC land adjacent to the Southeastern Conference headquarters and develop a two- to three-block entertainment district.

The convention complex would get a percentage of sales generated by the district.

Meanwhile, the Sheraton Birmingham told convention complex board members that it intends to add a 300-room hotel that would be adjacent to the entertainment district.

Copyright 2005 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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