The Riviera, in Nottingham's Old Market Square, opened on Wednesday 22 July. Three hundred tons of sand has transformed the Old Market Square into a seaside playground, along with beach cafes and stalls selling all the usual seaside souvenirs including buckets and spades, sun glasses, Nottingham postcards and Nottingham Rock. A large Speedo Pool alongside the beach gives children the chance for some splashing fun.

Tables, deck chairs and sun loungers along a Long Row promenade will seat around 200 people under waving palm trees. Crazy golf, a helter skelter, a bungee trampoline, an inflatable slide, carousel and other fairground entertainment complete the seaside holiday.

Nottingham Riviera continues for six weeks throughout the summer until September 5 and will be open daily from 10am until 10pm, providing free beach fun for the family during the day with late afternoon and evening relaxation for city workers, commuters and the cool night time crowd.

Each day there will be a programme of free entertainment and activities around the beach, including competitions, sports events and music. Wednesday's event will be hosted by Heart 106, and includes a performance from Scooby Doo at 1pm, with a chance to meet cast members, giant Punch and Judy Show with steel bands followed by some sounds of summer from the Bikini Beach Band.

Nottingham Lord Mayor, Councillor Jeannie Packer, said: "Nottingham is about 75 miles from the nearest seaside resort and lots of families will find it impossible to get away to the seaside this year. Nottingham Riviera will bring the seaside to the city for people in Nottingham.

"It is a fantastic way to give everyone the chance to enjoy the seaside and it doesn't have to cost a penny. There will be loads of fun for all the family with lots of activities for children and plenty to enjoy for residents, for people coming into the city to work and for visitors and tourists so that everyone can get a feel of the sand between their toes even if they are not able to leave Nottingham this year."

Organised by Nottingham City Council and the Nottingham-based Mellors Group, with support from Speedo of Nottingham, the Riviera will be the largest city-centre holiday beach in the UK.

Edward Mellors of The Mellors Group, said: "The Old Market Square is looking amazing. This is the first time anything on this scale has been done before in the UK and possibly even in Europe so The Nottingham Riviera is a must-visit destination for everyone this year. As a Nottingham family we are very proud to be contributing to the city in this way and we want it to be a great adventure for everyone. It is something that can be rolled out nationally and it all began here."

Speedo President, Dave Robinson comments, 'Speedo is thrilled to be involved in the Nottingham Riviera, it's a wonderful family project that appeals to kids of all ages. The Speedo pool will add lots of fun to the Nottingham summer and we hope all visitors enjoy making a splash."

Other events planned on the Old Market Square beach include the London 2012 Open Weekend sports festival on Sunday,(July 26),

There's a huge range of fantastic FREE and great value activities for 0-19 year olds and families taking place in and around the city throughout the school holidays, including fun sports and leisure sessions for just 50p a day! Find out more and get a FREE copy of the Summer Survival Guide produced by the council by visiting www.nottinghamcity.gov.uk/summeractivities or call 0800 458 4114.