From 15th September 2010 over 40 stores in Victoria Centre will open every Wednesday until 7.30pm giving visitors more options to shop at leisure after work. To celebrate this collective initiative the shopping mall has organised an evening of entertainment on Wednesday 15th and 22nd September between 5.30 pm and 7.30 pm.

A range of Nottingham musicians, singers and dance groups have been invited to perform in both the Upper and Lower Malls throughout the evenings lending a party atmosphere to the launch. Topping the bill are 'Nottingham Cheer Elite' cheerleaders and during the event visitors will be able to meet Notts County football players who will be distributing goody bags and drumming up support for the Season. Included in the entertainment line-up are Pulse Dancing and Reflexions Jazz, and Late Night shoppers arriving and leaving between 5pm and 8pm can use the Victoria Centre car park free of charge. They can also enter the 'Shop Late and Win' competition by listening for a code word over the tannoy and entering it on the website for a chance to win one of the following prizes:

1 year of free parking

A £50 John Lewis voucher

£50 Boots gift cards (two available)

1 week pass at Hoofers (four available)

Beauty Hamper from House of Fraser

Acoustic Guitar from Music Room.

Richard Bowler, General Manager for Victoria Centre says: "Nottingham is now 5th in the Retail Vitality League Table outside London and we intend to help the city climb even higher up the rankings. With free parking between 5pm and 8pm in the Centre car park, shopping becomes so much easier and convenient. I hope people will choose to stay in Nottingham after work to meet friends, shop and socialise."

Wednesday late night shopping at Victoria Centre has been welcomed by Nottingham City Council. Cllr Alan Clark, Nottingham City Council's portfolio holder for Neighbourhood Regeneration adds: "Extended shopping hours are positive for both customers and retailers. Longer opening hours make it more convenient for workers and people living in the heart of the city, and in other large regional centres where extended hours are already established, retailers have seen a positive impact on sales. It's a 'win win', and where retailers in the Victoria Centre are taking a lead, others will naturally follow, making a real improvement and meeting customer expectations".