New identity for major regeneration scheme ahead of phase one launch

The Black Country’s largest regeneration scheme has undergone a brand overhaul ahead of the launch of its first phase and will now be known as SPARK.

Formerly known as Phoenix 10, SPARK is one of the largest regeneration projects in Europe, transforming 44-acres into a modern new logistics and manufacturing hub. It will deliver 620,000 sq. ft. of high-spec space, with units ranging from 20,000 sq. ft. to 315,000 sq. ft. Its location close to Junctions 9 and 10 of the M6 will be extremely attractive to potential occupiers.

SPARK is being delivered by HBD in partnership with Walsall Council, Homes England, West Midlands Combined Authority and Black Country LEP. Work is currently underway to prepare the site ready for development following its closure two-decades ago.

The new identity reflects the role the scheme will play in supporting occupiers to grow, creating the perfect conditions for logistics and manufacturing operators to thrive.

Creating a GVA (Gross Value Added) of £188m, SPARK will play an important role in attracting inward investment, locally and regionally, with the potential to create more than 1,100 new jobs.

HBD, part of the Henry Boot group, is targeting NetZero Carbon by 2030; a commitment that is reflected at SPARK, where it will deliver a sustainable place in which occupiers can prosper.

Justin Sheldon, Director and Head of Region at HBD, said: “SPARK is one of the West Midlands’ most exciting schemes – it has enormous potential as a catalyst for wider regeneration and will attract new investment into the region.

“We have been working on its new identity for some time so it’s great to finally be able to reveal the new brand. SPARK better reflects the role the development will play in supporting logistics and manufacturers to grow and expand, all from a sustainable and well-located new destination.”

Councillor Adrian Andrew, Deputy Leader of Walsall Council and Portfolio Holder for Regeneration, said: “The SPARK project is critical to Walsall’s economic prosperity with the creation of new employment space and much needed jobs on formerly derelict brownfield land. This, along with our housing growth ambition and investment in transport infrastructure, is part of the overall regeneration of the borough of Walsall.

“Derelict brownfield sites and long-term empty properties have a negative impact on our neighbourhoods and we’re determined to tackle these issues head-on.”

Raj Sanghera, Head of Planning and Enabling at Homes England, said: “SPARK is a brilliant example of the power of public / private sector partnerships to transform a place. Working jointly with Walsall Council and HBD, this once brownfield site will offer the region a huge boost, creating new jobs and a thriving economy.”

HBD is an award-winning property developer, working from seven offices across the UK. Its development pipeline exceeds £1.2bn across urban regeneration, industrial and logistics and residential.