Construction is underway to convert the former Genting casino at Star City in Nechells into SuperPark, England's first venue from the Finnish indoor adventure brand. The 30,000 sq ft multi-activity park, branded SPR PRK, is scheduled to open at the turn of the year, with early January 2027 targeted.
Former casino site transforms into family adventure hub
The site, which has not been used by the public for almost 10 years, has served as office and administration space for Genting since 2017. Now, work is progressing to create what SuperPark UK describes as an 'adventure wonderland' featuring three colourful zones: an adventure area, a game arena, and a freestyle hall.
The park will offer more than 30 activities, including football and freestyle sports, designed for children aged three years and upwards. SuperPark's concept, founded in Finland in 2012, aims to 'bring social fun and physical movement to people of all ages'. The first UK venue opened at Glasgow's Braehead Shopping Centre in August, with Birmingham set to become the second.
Opening plans and community impact
Jonathan Doherty, Managing Director of SuperPark UK, confirmed the timeline: "Subject to our building schedule remaining on track in the next few months, we plan to open SuperPark Birmingham at the turn of the year." He added that the attraction will "breathe new life into the Star City area, which has heaps of potential due to its very convenient location."
Doherty emphasised the inclusive nature of the park: "With its 30 plus activities, including football and freestyle sports, SuperPark is for children, for teens, for adults, and for everyone of all backgrounds and abilities. It combines sport, technology and education, with all activities built with a coaching mindset, encouraging children to develop coordination, confidence and movement skills while enjoying themselves."
Addressing concerns about screen time, Doherty explained: "We hear a lot nowadays on the need to remove children from their screens. SuperPark is not about replacing technology, it's about using it to enhance children's experiences by making movement more interactive and motivating. There's nothing passive whatsoever in SuperPark's offering. Parents and children move, play and succeed side by side. You use your own body, you laugh, you learn. The result is more than just fun: it supports physical wellbeing, social interaction and mental confidence through shared, active experiences."
Jobs and international expansion
SuperPark, which originated in Finland—a country described as 'officially the world's happiest country'—now operates eight parks in its homeland and 29 across the world, including in the Middle East, Asia, and Australia. New parks are scheduled to open in Saudi Arabia and Hong Kong. The Star City venue has already begun recruiting for management positions.
Reflecting on the Glasgow launch, Doherty said: "Prior to the launch of our new park in Glasgow, we worked closely with local schools, sports clubs, companies and other community organisations. Even so, the interest during the opening weekend exceeded expectations. The response to SuperPark was exceptionally warm and enthusiastic. Our first weekend was sold out, with hundreds of birthday party and group bookings being made."
Star City welcomes new anchor tenant
Doherty credited Tom Barnes, Centre Manager at Star City, and partner Richard Hutchinson of Quadrant Estates for their support: "Tom and Richard have both been extremely helpful to us as we have moved into the former Genting offices to perform the essential fit out of the space. Like us, they welcome the investment that we are bringing to Star City, a venue which enjoys a fantastic central location."
Barnes said: "We're really pleased to be welcoming SuperPark to StarCity. This is another significant addition to the centre, further strengthening and expanding the range of leisure and entertainment experiences we offer our customers. StarCity has been a popular leisure destination for Birmingham families for many years, and the arrival of SuperPark reflects our continued commitment to developing and improving the centre."
Hutchinson added: "We look forward to welcoming SuperPark UK. Their exceptional offering will bring a plethora of new activities for all ages to enjoy to Star City. As a major new occupier, SuperPark will also create a new dimension here, helping attract more visitors that will benefit other brands and reinforce Star City's position as a leading Midlands leisure destination."