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Capital & Regional to Rescue Star City With Xscape Rebranding

LONDON-Capital & Regional has unveiled plans to revitalise the Star City leisure scheme in Birmingham and the O2 centre on London's Finchley Road by absorbing them into its Xscape operation.

By Graham Parker | Updated on April 15, 2003

LONDON-Capital & Regional has announced plans to rebrand the Star City leisure complex in Birmingham and the O2 retail and leisure scheme on London’s Finchley Road as Xscape, as part of a massive expansion of its leisure asset management operations.

And another 16 UK leisure parks, where Capital & Regional recently took over as fund manager from Marylebone Warwick Balfour, are to be absorbed into a new X-Space brand which could see the injection of new leisure and retail attractions.

The Star City scheme in Birmingham will be the first to be rebranded, as part of a £15 million ($24 million) upgrade. The scheme has seen declining footfall and a reputation for crime that led it to be renamed locally as ‘Stab City’ but P-Y Gerbeau, chief executive of Capital & Regional’s leisure operations, is convinced he can turn the scheme around. “There is a massive problem with safety at Star City, but we’re addressing that as we speak,” he said. “In some ways Star City is the Dome of the property market.”

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