Since 1881 Skegness Pier has stood as a British icon of family entertainment. Millions have flocked down the 100 meters of boardwalk over East England’s ancestral pleasure pier to, what could be argued as, the first form of competitive socialising.
Originally a place to capture a piece of the “bracing” North Sea air, Skegness and the pier transformed in the late ’90s to become a hub for the UK entertainment scene. The venue is now complete with a state-of-the-art bowling alley, laser quest, escape room and fairground.
Sadly, like all UK entertainment venues, The Skegness Pier has had to remain closed due to covid-19 restrictions. However, a strong investment backing hopes to bring a powerful boost to the industry as the pier returns.
For £3 million, Skegness Pier has been bought by the Mellors Group. The opportunity generated intense interest leading to a final price which exceeded the guide price, and the pier sold within four weeks. The pier offers three floors of fantastic family entertainment, with attractions including tenpin bowling, Laser Quest, escape rooms and a soft play area, and with the Mellors’ investment, it’s set to develop even further.
The Mellors Group, an Arnold based firm, runs a variety of theme parks, attractions and entertainment businesses, including the nearby Fantasy Island at Ingoldmells, which they bought in 2016. Their investment has made it one of the best theme parks in the region. They also run a variety of events, including the Nottingham Winter Wonderland, voted Vogue’s top Christmas Market in the UK in 2019.
In addition, they were also responsible for the Royal Wedding Wheel in Hyde Park in 2011, the Southbank Starflyer and the Paradise in the Park at Liverpool One. They also provided attractions to Victoria Park, all of the official Olympic Park venues in 2012, and they provided the zip line that Boris Johnson famously was photographed on!
They plan to restore Skegness Pier to its ‘former glory’ and aim to make it one of the top holiday destinations in the UK.
With government guidelines strongly urging individuals to follow social distancing guidelines as well as an emphasis on more holidays-at home, due to European pandemic turmoil, the Skegness Pier will likely become a hub of summer tourism similar to areas such as the Lake District last year (which saw its highest numbers of tourists in recent years).
Investments such as this help to demonstrate a great optimism regarding the future of the hospitality sector, as well as the competitive socialising space.
Though still very much impacted by government regulations and covid-19 closures, individuals are preparing to make 2021 a strong year for British tourism.
