Sefton Council Plans Pleasureland Partnership

A letter of intent has been signed which paves the way for both partners to work together to deliver a unique tourist attraction to support economic growth and deliver positive social outcomes in the town and across the wider borough.

It is hoped over the next 10 years it will see a radical transformation of the site, to deliver new indoor attractions, a revitalised amusement park and a new hotel. This will provide a unique experience for visitors all year round at one of the country’s most celebrated coastal resorts.

Together, Sefton Council and Mr Wallis aim to deliver a vision that is expected to support the creation of up to 1,000 new jobs over 10 years in the town, as well as adding more than £25million to the local economy each year.

The partnership will form part of the strategic vision for Southport’s tourism offer, which will include a range of projects across the areas adjacent to the site. This 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 Southport project.

Cllr Ian Maher, Labour leader at Sefton Council, said: “We have a great deal of respect for Norman Wallis, and for what he has done on the site and across Southport over the last decade.
“We are really enthused about the opportunity to work in partnership to deliver a project that will generate significant social and economic value for the town and for the wider borough.
“Today is all about an agreement to work together for the future with the Council lending full support to Norman.
“This vision aligns with the Liverpool City Region’s objectives for the tourism sector, and would help the positioning of the region on the national and international scene.
“The partnership will help support the delivery of a first-class customer experience for visitors and the eventual transformation will have significant knock-on effects for the town centre and Sefton as a whole.
“Our contribution to this success will also generate long-term and sustainable financial returns that can be reinvested in delivery of services across the borough.”

The vision also includes a museum to celebrate the heritage and the tourism element of the town. Mr Wallis’ family has been active on the site, and in Sefton’s tourist industry for more than 120 years, and this partnership aims to celebrate and continue that relationship.

Norman Wallis, Pleasureland’s Chief Executive, said: “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.”