Spring has sprung at Birmingham’s NEC thanks to a new beach area that has been created next to the venue’s iconic man-made lake. The beach, coupled with the new lakeside garden which opened last summer, has transformed the landscape of the NEC’s front door and offers the six million people who visit the NEC campus each year, a unique outdoor experience.
The new feature, which sits next to the lake between the NEC venue, Genting Arena and Resorts World Birmingham, includes a sand coloured pebble beach and contemporary designed Gabion wall, with integrated seating which arc’s around the beach, set off by seven striking topiary trees.
The lake was originally built to take away surface water from the venue, but since the opening of Resorts World Birmingham at the end of last year, which attracts an additional three million visitors to the NEC campus, it has now become a focal point. Visitors can now meet and mingle around the lake and enjoy the view prior to shopping and eating at Resorts World or attending an event at the NEC or Genting Arena.
Martin Clarke, Marketing Director at the NEC, said: “We are always looking for new ways to enhance the experience of our visitors and this isn’t restricted to the walls of our exhibition halls. The new beach area adds a new outdoor element to the NEC campus that has not previously been available to visitors; it offers them the chance to recharge their batteries, or just relax and take a break. We have already noticed a new hustle and bustle in this area since the feature was completed – the feel of the site has changed as people experience our new 24/7 leisure and business offer. ”
The new beach area has been created as part of an on-going brand project at the NEC, which aims to shift the visitor experience from functional to experiential. Over the last 12 months the project has seen the refurbishment the Piazza Garden - which sits between halls 1-5 – and the introduction of engaging wall graphics outside the venue’s conference suites which aims to encourage delegates to think about innovation, learning and bringing people together.
Martin continued: “We have more great plans in the pipeline to complement the current projects, plus new ideas which are set to reinforce our reputation as the UK’s number one venue – watch this space.”