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Partnership plans ‘radical’ transformation of Southport’s Pleasureland

Image: Councillor Ian Maher, leader of Sefton Council along with Cllrs Lappin & Atkinson and Pleasureland owner Norman Wallis


Sefton Council and Pleasureland owner Norman Wallis are planning a multi-million pound transformation of the Southport amusement park.

The local authority and Wallis have signed an agreement to work in partnership on a ‘radical’ vision to deliver new indoor attractions, a revitalised amusement park and a new hotel.

According to the council it is hoped the changes would come to fruition over the next 10 years, supporting ecomonic growth and delivering positive social outcomes in the town and across the wider borough.

The transformation is expected to provide an all year round visitor attraction which would support the creation of up to 1,000 new jobs in Southport over a decade, whilst also adding more than £25 million to the local economy each year.

The partnership, which was announced yesterday (21 March) after a letter of intent was signed, will form part of the strategic vision for Southport’s tourism offer, which also includes ongoing work on Southport Pier.

The Southport Townscape Heritage Project, which aims to enhance the quality and strength of the linkages between the town centre and the seafront, and Sefton Council bidding for the Future High Street Fund for a project in the town are among the strategy’s other initiatives.

A museum celebrating the heritage and the tourism element of Southport also features in the vision, and Wallis’ family have been active on the Pleasureland site and in Sefton’s tourist history for more than 120 years.

Wallis, chief executive of Pleasureland, says: “The council’s leadership and I share a vision for the site, for the town and for the borough that neither of us can achieve alone.

“I am extremely proud of my family’s history in the area for more than a century, and what I have accomplished since 2006, but I am even more excited about what the future holds.

“This is just the beginning of an exciting partnership that will build on the town’s reputation and thrust Southport into the national and international arena as a leading tourist destination.”