THE city centre became Hereford by the Sea in August 2001.

A temporary ‘beach’ was created in High Town and the seaside theme attracted national attention.

One television programme even brought the region their weather slot from the ‘sand pit’ and the event was featured on several other broadcasts.

There were various attractions including traditional end-of-pier style competitions and karaoke, courtesy of the Hereford Times.

There was also a window dressing contest for the surrounding businesses and shops.

The photo shows, from left, Charlotte Thomas, Sue Chandler from the Hereford Times promotion department, and Demi Townley.

Hereford City’s promotions and development manager, Alison Alsbury, said: “In terms of heightening the profile of Hereford, we couldn’t have done better!”

The family-orientated promotion was set to become an annual occurrence.

Beaches are hard to come by in Herefordshire as it is, of course, a landlocked county.

Just last summer, Maylord Shopping Centre created a little beach outside its front doors.