This transformation reflects a fresh, dynamic vision for the future, aiming to revitalise the iconic amusement park while playing a key role in the town’s broader regeneration efforts.

The rebrand promises to bring a vibrant new energy to Southport’s coastal landscape, with upgraded attractions, immersive experiences, and thrilling, family-friendly entertainment. It says it will redefine what the park offers, ensuring it stands out as a must-visit destination.

This ambitious rebrand signifies not just a change of name, but a rejuvenation of the park’s role in Southport’s ongoing transformation. Adventure Coast Southport is ready to reclaim its place at the heart of the town, bringing people together for years of fun-filled memories and adventure.

Norman Wallis, CEO of Adventure Coast Southport, said:

“Southport Pleasureland has always been a place where families come to make lasting memories, 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.

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 timing of the rebrand is significant for Southport. The town, having faced its fair share of challenges in recent months, is focused on recovery and renewal. Adventure Coast Southport represents not only a reimagined park but a symbol of the town’s collective determination to rebuild and reclaim its status as one of the UK’s premier coastal destinations.

The rebranded amusement park will feature upgraded theming and a renewed atmosphere designed to create a sense of adventure and discovery for visitors of all ages. With a focus on enhanced visitor experiences, the park says that it plans to invest heavily in new attractions, improved staff training, and cutting-edge safety technologies, ensuring a high-quality and memorable experience for all who visit.

As the park prepares for its grand relaunch, visitors can expect exciting announcements and new developments in the coming months. Adventure Coast Southport is poised to become an integral part of the region’s tourism offering, ushering in a bold new era of adventure, fun, and community spirit.

Eagle-eyed readers may spot that the above visual released by the park appears to show the proposed new roller coaster that the park received planning permission for in 2021. Perhaps this is a hint of what's to come?