More than 50,000 tickets will go on sale for 12 different events for the Coventry City of Culture today.
The Trust which runs the event is also opening a new retail and information shop in the city centre.
Organisers say it will become the central hub where visitors can find out everything they need to know about the year ahead.
Organisers say today marks "a moment we've been waiting for for so long...”
Laura McMillian, the Director of Audience Strategy, said: "With just a couple of weeks to go until our year gets underway, this store will be a hive of activity and help put Coventry UK City of Culture at the heart of the city.”
The year-long Coventry UK City of Culture 2021 event starts on May 15th.