Southport Pleasureland set to unveil six new thrilling rides in latest £4.7m investment

Southport Pleasureland, is preparing to unveil its newest rides as part of its latest £4.7m investment in the site.

In June it will open ‘Discovery Bay’, a new 67,000 sq ft area which offers six new rides including two new thrill rides, and a large family ride, within a retro-futuristic styled new land, and a major outdoor themed festival venue, capable of accommodating 3,000 people.

Discovery Bay takes elements of Victorian ingenuity and industry and gives them a more whimsical feel. Taking inspiration from steam-powered contraptions and fantastical machines of old, the new fully immersive land will evoke a magical era of exploration and discovery with ‘steampunk chic’ vibes abound, the park says.

The investment in the park, which dates back 110 years, follows hot on the heels of significant investment in 2022.

Norman Wallis, CEO of Southport Pleasureland, is a sixth-generation attractions professional whose great great great grandfather was known as The Seaforth Barnum. Norman has continued the family’s rich heritage in the industry and most recently has spent the past 12 years regenerating Southport Pleasureland from a burnt-out and derelict abandoned site to a busy, profitable and popular anchor attraction for families.

He said: “This monumental development follows on from our previous capital investment in 2022 in the 18-hole Viking Adventure Golf attraction and the 35-metre high The Big Wheel Southport. Together these all represent a combined investment of in excess of £4.7m into Southport Pleasureland and the surrounding area over the past 12 months.

“Our theming architects are really bringing the immersion of Discovery Bay to life – the props, the seating areas, the catering, all designed to give guests an out of the ordinary experience. The new land we are building will be a major draw to performers and festivals, and we are already in discussions with a number of parties in regards to special events we will be bringing to Southport.”

Even though there had been consistent investment and a programme of improvements since 2007, the granting of a long-term lease in 2019 has been the key to developing the park and unlocking its full potential.

Internationally, Norman has been the lead consultant across leisure projects in Dubai, Russia and Kazakhstan – Concept Design Destination Leisure Attraction Astana Kazakhstan. He and his senior leadership team visit other international theme parks and exhibitions regularly to keep abreast of emerging trends.

Formerly a member of the North West Tourist Board Commercial Members Committee he is a member of IAAPA, the International Association of Amusement Parks and Attractions, representing more than 5,300 amusement-industry members in 100+ countries worldwide.

Source the Business Desk