The seaside is back in land-locked Birmingham – but fun-seekers are being urged to watch out for sharks!
The popular Northfield Beach event returns to Victoria Common from Thursday, July 24 to Sunday, July 27 after missing last year due to funding challenges.
Now in its 12th year, the beach-themed celebration is organised by Northfield Community Partnership (NCP), a local charity dedicated to improving lives in South West Birmingham. Thanks to a successful fundraising campaign and support from key partners, the event is back and promises to make a bigger splash than ever.
This year’s beach bash runs daily from 10am to 4pm, featuring a mix of sand, seaside vibes, entertainment and activities.
The event is partly funded by Stop Loan Sharks, the community name for England Illegal Money Lending Team (IMLT). It’s a national team hosted by Birmingham City Council and supports those affected by illegal money lenders.
Thursday is designated No Sharks at the Beach Day, when the Stop Loan Sharks team will be joined by Sid the Shark, a friendly mascot handing out financial advice and posing for selfies. Families can learn how to protect themselves from loan sharks and access support. They can also get free financial guidance from experts on budgeting, debt management, and saving.
Visitors will also be able to lie back and enjoy the Aqua Dome outdoor cinema, a 360-degree immersive experience screening beach-themed films throughout the day.
“We’re delighted to be back in 2025 with loads of fun activities for families,” said Rebecca Debenham, CEO of Northfield Community Partnership. “We are so proud to bring this event back – it’s become a much-loved part of the local calendar.”
Dave Benbow, head of the IMLT, said: “We are delighted to be involved in this fantastic community event once again. We hope to spread the word about the dangers of loan sharks, but we also hope people have lots of fun. If you’re at the event, come and speak to us – Sid may be a shark but he’s very friendly!”
As well as a beach, this year’s event will include arts and crafts activities provided by Northfield Arts Forum, a cookery school and theatre sessions. Families will be able to experience Wonderland, an immersive experience inspired by Alice in Wonderland, and see performances from local artists, including Spoz, a renowned performer and poet laureate
Friday will have a Jurassic Beach theme, with dinosaurs and interactive shows throughout the day.
Saturday’s activities have been put together by Leaf Creative and will include performances and workshops all day with musicians, performers, steel pans, a samba school, and a parade at 2pm.
There will also be a range of sporting activities, including a climbing wall, penalty shoot-out by the Blues Foundation, Birmingham Community Boxing, and interactive sports provided by Learn Active Coaching.
For the first time this year, there will be a health and wellbeing marquee and a House of Fun delivered by Neighbourhood Works and Loconomy – where people can take part in a range of activities and find out how to get involved in shaping the local community’s future.
On Sunday, there will be a Silent Disco in the Rainbow tent and Laser Tag plus a free picnic and a memory walk, to remember loved ones who have died.
To find out more about the event visit www.northfieldcommunity.org/northfield-beach
Anyone who has been affected by illegal money lending can call the Stop Loan Sharks 24/7 Helpline on 0300 555 2222 or access support online at www.stoploansharks.co.uk. Live Chat is available on the website from 9am to 5pm, Monday to Friday.
