Norman Wallis has announced Southport Pleasureland is to become Adventure Coast Southport this year, as part of an extensive rebrand designed to reflect a “bold era of adventure, community spirit, and renewal” for the town.

Southport Pleasureland owner Norman Wallis has announced an “exciting new chapter” for the popular seafront park, which includes a complete rebrand as Adventure Coast Southport.

The name has been chosen to reflect a “bold era of adventure, community spirit, and renewal” for Southport, following a “tough year” for the town.

“Southport Pleasureland has always been a place where families come to make lasting memories,” said Wallis. “Adventure Coast is the next step in our journey. We’re reshaping the park to offer a fresh, immersive experience that sets the stage for exciting additions in the future.”‌

“Southport has faced a tough year, but our community’s determination and heart are stronger than ever. Adventure Coast Southport represents more than a name change; it’s a commitment to our town’s revival and a vision for an exciting future.”

The rebrand project will include upgraded theming across the park, improvements to the guest experience, and a major investment in staff training and safety technology, in order to deliver “a new atmosphere, with a sense of adventure and discovery.”

Wallis also confirmed there are plans for further developments in the pipeline, with the intention of bringing more visitors to the town. 

“We’re creating a destination that brings people together and restores pride in our town, putting Southport back in the national spotlight for all the right reasons.”

“This transformation not only signifies a reimagining of the park but also represents a significant step forward for Southport, reflecting the collective determination to rebuild, thrive, and embrace a brighter future.”

The rebrand comes as Sefton Council continues to allocate £37.5m awarded through the government’s Town Deal programme in 2020 to town centre and seafront regeneration projects, including the Maine Lake Events Centre, The Cove Resort, The Grand, and The Garrick.

However, the authority still requires an additional £13m to repair and reopen the town’s pier.