SPIRITS will be soaring skyward in Dudley next month when the Black Country’s largest ever big wheels rolls into town.

After the success of a smaller 16 metre ferris wheel in December, Dudley Council and town centre business leaders are upping the ante and will soon install an attraction measuring more than double the height.

The Free Radio DY Eye ferris wheel, which is being run in association with Lye's Midlands Air Ambulance Charity, is the town’s newest trade-boosting venture and will transport visitors 35 metres into the air.

Staking its claim as the largest ever to be set up camp in the Black Country, the wheel will offer panoramic views of the borough, including the newly regenerated market place, Coronation Gardens and the historic zoo and castle.

DY Eye will open for business at Stone Street Square on Saturday March 12, where it will remain open seven days-a-week until Sunday April 10 – closing only on Easter Sunday.

Len Lenihan, managing director of Dudley Market Traders Ltd and a member of the Dudley Business Group, said: “We are so excited to be bringing such a high quality attraction to Dudley town centre to further boost our town’s appeal to shoppers, visitors and investors.

“I am proud to be a member of Dudley Business Group, who along with Dudley Council, have been instrumental in making this project happen.

“I would personally like to thank all the local businesses, investors, sponsors and Dudley Council, who are all showing their commitment to the future of our town centre with this exciting scheme.”

As well as the wheel, the partnership behind the project is organising fun events to take place in the town centre throughout the month which will be announced in advance of the wheel launch.

Councillor Khurshid Ahmed, cabinet member for planning and economic development, said: “I would like to applaud the local business community for supporting and helping to organise something so spectacular for Dudley town centre.

“I really feel that with the development of Dudley Business Group we have progressed a close working partnership with local businesses who I hope will be taking the lead on many trade-boosting schemes and paving the way for future business-led initiatives.

“Dudley Council is committed to investing in and rejuvenating our town centres and as a community council we will continue to work in partnership to get the best results.

“Since completing the £6.7m regeneration of Dudley town centre, we have hosted events to encourage people to visit and see for themselves how attractive the town centre now looks and we have had wonderful feedback.

“The wheel is an impressive attraction and I hope that it brings even more visitors and shoppers into the town to enjoy the wheel and that it can be something that everyone in the borough can be proud of.”

A ride on the DY Eye – which takes a maximum of 144 passengers in 24 gondolas and will be lit up at night – will cost £4 for adults and £3 for children (under 1.4 metres), with a family ticket costing £10.

It will be open daily from 9am until 5pm, while during the Easter holidays between Saturday, March 26 and Sunday April 10, the wheel will remain open until 8pm.