A gem of a venue #MadeInSandwell: relaunch of Sandwell Valley Visitor Centre

Sandwell Valley Country Park visitor centreStory updated on 27 June to reflect the fact that the relaunch is ongoing. See Discover Sandwell for the latest. 

This #MadeInSandwell Monday we’re celebrating the ongoing relaunch of the Sandwell Valley Visitor Centre and Forge Mill Farm.

Located at the very heart of the West Midlands and the Black Country, Sandwell Valley Country Park is a wonderful place for a day out for families and now also has a great venue for businesses to hold meetings, conferences and team building events.

Formerly Sandwell Park Farm, Sandwell Valley Visitor Centre has reopened with meeting rooms, a new menu and additional seating in its tea rooms, improved accessibility to the courtyard, a new countryside shop, activities and events, a rabbit village and an enhanced ticketed area for heritage activities. 

Open to the public since 1983 and situated in the middle of Sandwell Valley Country Park in West Bromwich, this Grade II-listed site once featured a traditional farmyard and is now a hub for countryside education and visitor experience – including telling the story of Sandwell Valley and the wider borough of Sandwell, as well promoting animal welfare, nature and wildlife, gardening, heritage and countryside activities.

The visitor centre also has rooms available for businesses to hire for conferences and meetings, plus facilities to host a range of corporate events and activities. Its conference room is fully equipped with WiFi and AV equipment and can be tailored to meet most needs.

Its meeting room can accommodate smaller meetings, breakout sessions or interviews. WiFi and AV equipment are also available. Catering can be provided by the centre’s award-winning tea rooms. 

The animals that were previously homed at Sandwell Park Farm are now being cared for at Forge Mill Farm, where they have more space and attention. The Park Farm Courtyard will now host animal welfare and countryside education events, entertainment and activities, pop-up stalls and special countryside markets, along with seasonal events such as Easter at The Valley and Santa at The Valley. 

Events coming up this year include the Shine a Light Festival, which will take place for two weeks from Monday 25th July – Monday 8th August, celebrating arts, culture and sports from across Sandwell as part of the 2022 Commonwealth Games. 

Sandwell Business Ambassador and founder of Destination Wolverhampton and The Black Country Jan Denning has made a short video to capture the atmosphere of this special space #MadeInSandwell. You can watch the video here:


Jan said: “Wow … this place has evolved and continues to evolve with more ambitious plans ahead. Located in the very heart of the Midlands in the Black Country, Sandwell Valley Country Park is of course a wonderful day out for families, BUT also a great venue for businesses to hold family fun days, meetings and conferences, with team building already on-site, it’s a great choice.”

Find out more about Sandwell Valley Visitor Centre and Forge Mill Farm on the Discover Sandwell website.

Book your business events here.