This event was first developed in 2013 and took place over the August Bank Holiday weekend. Due to its success Love Luton made the event twice as big and extended it to a 7-day event. Running this year from Saturday 28th July to Friday 3rd August, the Square was transformed into a beach with over 100 tonnes of sand, Punch and Judy, donkey rides and Victorian fairground rides.
This event brings the community together and for some children and even adults it was the first time they had ever experienced sand. Luton still has pockets of high deprivation and by creating a free event where families could enjoy a day out playing at the beach and taking part in the entertainment was truly magical. A number of families visited every day.
Other activities included face painting, games and live steel pan performances on a daily basis.
The event was supported with a full media campaign which ran for many weeks up to the event, during and post media coverage. Heart radio ad’s played every day along with local press coverage and a strong social media campaign. This year we even had BBC Look East film broadcast live from the beach!