Once again this was a multi-pronged attack. This iconic English tourism attraction was drawing some 4m visits per annum however dwell time was short and customer spend was low.

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The strategy was: 

• Rebranding exercise – from Palace Pier to Brighton Pier, identifying the Pier as the main attraction in Brighton.

• Complete revamp of both adult and children’s ride area, including purchase of 2 new roller coasters

• Creation of 2 new bars, 8 new food outlets.

• Review of all concessionaires

• Creation of new Midway games area

• Completed revamp of all gaming machines

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These changes increased sales from c£13,000,000 - £15,000,000 and EDBITDA from £2,000,000 to £5,000,000