Festival for visitors to toast The Public

Controversial Black Country arts centre The Public has a new ploy to get people through the doors – by turning to drink.

It is to stage a beer festival as part of its latest bid to make the venue a success.

The £63 million building in West Bromwich, which is still not fully open, will host the festival in April. It is hoped the 18 different ales and ciders on sale will succeed in getting beer lovers flocking to the festival, from April 2 to April 5, organised with catering company Couture.

The festival will also include live music in the "Pinktank" performance area.

David Clarke, project director for The Public, said: "A beer festival was one of a number of ideas which had been suggested some time ago.

"One of the most important things for us has always been to talk to local people about what they want to see here and this was one of the popular suggestions along with things like fashion shows and a film club."

Sandwell Council has taken over responsibility for The Public and its, as yet unopened, interactive gallery.

Public Gallery Ltd, the company behind the gallery, has since gone into administration.

Sandwell Council is now in the process of putting together a new business plan for the building.

If this is accepted by The Public's main source the Arts Council, the local authority will be given a further £3 million to spend.

The council has vowed to open the gallery.

It is still closed to visitors following technical problems.

The council has said that it will review the plans to charge almost £7 for admission after this sparked controversy.

The Arts Council has already paid £30 million towards the construction of the building and £1.5 million towards running costs for the first three years, with Sandwell Council putting in £19.5 million.

The council is also planning a music festival, to be organised in conjunction with Major Key Studios in May.