A consortium of Birmingham developers and the city council have joined forces to promote an area of Birmingham that hopes for a record level of commercial development in coming years.
Westside – from New Street Station through to Five Ways and Edgbaston taking in The Mailbox and Park Central – has already enoyed almost £2 billion of investment over 15 years and is set to see that almost double over a decade.
Projects include significant public works such as New Street Station, the new Library for Birmingham and the city council’s joint venture with Argent at Paradise Circus as well as private schemes from the almost complete Eleven Brindleyplace to the long-planned V Building.
With the emphasis on highlighting what has already been achieved throughout Westside and setting out the vision for the future, the Westside partnership has produced a brochure, targeted at attracting prospective funders and commercial occupiers. The brochure represents the first major step towards collectively marketing Westside as a new district for inward investment.
Gary Taylor, joint managing director of Argent (UK Developments), said: “The main driver behind the Westside initiative was to bring together those with a vested interest in the future of this key area, and to show a co-ordinated approach to marketing and attracting inward investment. The level of commitment and support we have seen has resulted in many of the city’s most high profile ambassadors confirming their involvement. And with challenging conditions, it makes even more sense for the development community to work together and stand united. The delivery of the Westside brochure and website is the culmination of months of collaboration behind the scenes. We now have a coherent document that communicates exactly what Westside has to offer and the huge amount of potential that exists within its boundary. The brochure plays on the diversity of facilities within Westside, showcasing the key attributes that give this area its very individual identity, whilst highlighting some of the city’s prominent leisure/retail, residential and office schemes. We also have a framework to work within that will see the Westside initiative continue to gather momentum, and ensure the area remains in the spotlight over the coming years.”
Part of the Big City Plan, the Westside boundary comprises £2.6 billion of future development projects set to transform the area.
Coun Neville Summerfield, cabinet member for regeneration, said: “Westside is an incredibly important initiative for many reasons, not least because it demonstrates the development community’s collective drive to be mobilised around a shared aim – to create a considerable force that can effectively promote this area of the city centre.
“Birmingham City Council was keen to have a role in the project as Westside is at the heart of the Big City Plan, so there is a synergy around what we are all trying to achieve – to put Birmingham on the map as a global city and to highlight the way in which Westside will spearhead the city’s development into the 21st century.”
Other developments within Westside include Calthorpe House, Regal Tower, Pentavia, The Cube, Arena Central, Baskerville Wharf and the Richardson Tower.