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When former National Exhibition Centre chief executive Barry Cleverdon announced his intention to build a casino at the complex almost two years ago, he said: "Elton John has just played two months at Vegas - why not the NEC?"

However, officials behind the bid will need more than the promise of eight weeks of the Rocket Man at Bickenhill to convince the Department of Culture, Media and Sport of the suitability of their plans.

It is common knowledge that the NEC is a firmlyentrenched leisure destination, which has a proven track record in bringing wider investment into the region.

A new super casino at the complex - which already draws more than four million visitors a year - would be in safe hands.

Add to that the fact that the scheme promises to be the only place in the Midlands capable of putting on an extravagant star-studded concert at an up-market 8,000-capacity venue, then things start to look interesting.

But just how can officials convince the Government that there is a need for regeneration in its local area?

Solihull is one of the richest borough's in the country - isn't it?

Well, if you take Solihull as a whole, it certainly is already punching above its weight in terms of employment.

Almost 85 per cent of the borough's men and 75 per cent of the borough's women are involved in some sort of 'economic activity'. That is almost five per cent above the national average for both genders.

But a closer look at the areas of north Solihull show that barely 75 per cent of men and 60 per cent of women are in work.

The NEC will need to convince the Government that Solihull's wealth is concentrated in the south, and that the north is in major need of employment opportunities.

The NEC and Birmingham International Airport have long been the twin engines of tourism and investment in the Midlands.

But crucially for many run-down neighbourhoods in east Birmingham and north Solihull, they act as major employers.

The proposals submitted to the Casino Advisory Panel also include details of a "regeneration double whammy" where the casino would generate #350 million over ten years for Birmingham City Council.

This cash can be used to fund "regeneration activity", which could include a new super stadium similar to that originally proposed by Birmingham City FC in the Saltley area of the city.

This key element of the scheme would provide a financial lifeline to Birmingham, which is the 15th most deprived council in the º£½ÇÊÓƵ from the index of 354 local authorities (Coventry is 64th).

The project will also create 7,000 jobs in its construction and ongoing operation, which is far more than the other two Midland schemes.

Furthermore, the #250 million investment in the project is more than twice the #95 million proposed for the Ricoh Stadium.

And the NEC has excellent transport links as it is next to two major motor-ways, and shares a campus with an international airport and a mainline railway station which is only 90 minutes from London.

The NEC bid also enjoys the support from business organisations across Birmingham.

The plan would see the NEC Arena transformed into an up-market, 8,000-capacity venue, renamed the MGM Grand NEC Arena and revamped to attract the finest entertainment acts in the world.

Its location means users will be those living out of town, visiting the city as tourists or gamblers making a conscious decision to travel there.

This will certainly bolster the NEC's argument that it is poised to drive even more tourist investment in the region if it secures the super casino licence.

About #1 billion is already spent in the regional economy by people visiting various trade and public shows at the complex.

But the lure of Elton John's platform boots might kick-start a tourism industry that would bring even more wealth to the entire region.