James Mellors has been speaking about the importance of keeping the annual summer attraction, The Beach, free-entry as the city centre ‘seaside resort’ continues to pull in the crowds.

Bringing sand, water, rides, bars and street food to the Old Market Square, the Beach is part of Mellors Group’s drive to “give something back” to its home city.

“We’ve always been conscious of cost with the beach,” said Mellors. “It’s something that was developed between our company Mellors Group and the council when we first did it and that’s why we’ve always said we want to keep it a free to enter event.”

“The beach itself is free, the paddling pool is free, so I think the main thing is people can come down here and have a free day out and enjoy the vibe and the atmosphere.”

Though the attraction offers a vast range of food stalls, from fish and chips and burgers, via Halal food to fresh crepes, Mellors said: “We’re trying to keep prices at a sensible level because we’re here for six weeks, we know we’re here right through till the end of August, and we want people to come back, time after time after time.”

“It isn’t a high revenue stream earner for us, whatsoever, but we are from the city and it gives us the chance of animating the city and giving something back.”