Long hot summer planned for Hammersmith's urban beach

Jun 28 2010 By Dan Hodges

A summer of fun officially kicked off in Lyric Square last week as office workers were urged to pull up a deck chair for live entertainment and giant screen action.

The longest tennis game in Wimbledon history held viewers' attention for several hours, while jugglers, pirates and classical musicians also vied for the crowd's attention on a busy Thursday lunchtime in Hammersmith.

The 'urban beach' festivities are being laid on for the rest of this month and the whole of July by HammersmithLondon, which represents businesses in the town centre, to try to boost footfall and get office workers to explore the area and spend money.

Patricia Bench, development director for HammersmithLondon, said: "This is the third year we've done it and it keeps getting bigger every year.

"We know for a fact that a lot of people go straight from the Tube to their office and straight back again. We want to encourage people to leave their offices and discover what Hammersmith has to offer, maybe buy some lunch while they're here, and take a look at all the fantastic pubs and restaurants.

"People are just loving sitting in the deck chairs and watching Wimbledon the whole thing has gone down incredibly well."

Thursdays are the busiest days in the square, as a weekly market featuring fresh produce and food stalls from around the world draws in the crowds, and it is hoped the lunchtime and early evening entertainment - including more Wimbledon matches and family films like Mamma Mia! - will persuade more people to linger longer in the neighbourhood.

David Turley, 25, a supply planner with L'Oreal, said: "Something like this is probably good for business, and it's good to see so many people. We come down every Thursday for the food, but I imagine there are quite a few people who work in Hammersmith but never come here."

And Mary Harrison, passing through Hammersmith on her way into central London from Brentford, said: "This is great - I didn't know it was on, but now I'm going to buy some food, have a coffee and stay and watch it for a bit, so I will have spent some money in Hammersmith."

For more details about what's on visit www.hammersmithlondon.co.uk