Resorts World Birmingham proves strong lure for visitors

VISITORS have been given their first glimpse of the new £150m Resorts World Birmingham complex at the NEC.

Thousands of people visited the new facility yesterday to get a first look at the 50-outlet fashion mall and the wider hotel and leisure complex.

The hotel will not be open to guests until the beginning of November but the media were given a sneak peak ahead of the opening (see Picture Gallery).

Resorts World Birmingham is the first large scale resort of its kind to open in Europe and the complex features an array of shops, bars and restaurants plus an 11-screen IMAX cinema.

The Genting-operated hotel is complete with its own casino, bars, spa and conference centre, the later operated by the NEC Group.

The outlet mall is around two-thirds complete with new store openings set to follow over the next few weeks in the run-up to Christmas.

Stores currently open for business include anchors Next Outlet, Nike Factory Shop, GAP Outlet and H & M. Also open are Regatta, Ernest Jones, Scopes, The Gift Co, Phase Eight, Antler, Jeff Banks and The Body Shop.

The Body Shop, which has created nine new jobs, is the first of the retailer’s outlets to arrive in the Midlands, and joins 14 others across the country.

The shop was one of the first to open to customers and staff reported brisk early trade with customers arriving from Birmingham, Solihull and Coventry to look around.

Kate Allen, regional manager, The Body Shop, said: “Resorts World has a great selection of stores and we are proud to be a part of such an exciting new venture. Previously the closest outlet was Cheshire Oaks, so now shoppers in the Midlands are able to enjoy discounts on beauty favourites closer to home.

“The whole experience for visitors to Resorts World is fantastic as it means they can come and do some shopping, eat at a selection of restaurants and see a movie at the cinema, all under one roof.”