“Very much so,” he states. “There are a variety of offers
across our piers. On Eastbourne alone we have a nightclub, Victorian tea rooms, family entertainment centre, a unique function room (The Ocean Suite), a glass blowing shop with demonstrations and one of only three operational Camera Obscuras in the UK. Therefore there is literally something for everyone.” Our other interviewees all concur, including Michael at
Grand Pier, where the facilities available in the impressive new pavilion at the seaward end of the pier spread the potential audience even further.
difference to our fund raising efforts to put towards the long term cyclical maintenance of Clevedon Pier.” Piers clearly have it quite “tough” in many respects and
it has become increasingly difficult over the years for many to survive. How can they therefore survive in the long term and continue to compete with the many other leisure time activities available today? “Piers must evolve their existing strengths,” says Hall.
“They have to recognise they must move forward. They should encourage a loyal local audience and if they (the local audience) can act as ambassadors for a pier to spread the word that is very important. “We will hold 240 shows this year, the most we’ve ever held
on the pier, while we do a lot of research with our audiences to discover their likes and dislikes. We are aiming to keep the traditional audience with what we are doing but also to get others excited about it too. We want to build on the historical values of the pier and add modern day elements too.” “Long term it will become more difficult to survive,” says
Bollom, “and not just because of inflation. Maintenance costs are going up too. Here we can unlock value from other parts of the site to go into the pier but everyone is different. Most of the smaller owners care very much for their piers but still look forward to develop and invest more to increase income. In general, the pier situation is more stable these days than previously, however.” At Cuerden Leisure, Scott comments: “They (piers) must
NPS Pier of the Year 2011 – the Grand Pier, Weston-super-Mare “Our traditional market and most important is tourists,”
he notes. “However, in recent years these are more likely to be day trippers than people spending their annual holiday at the seaside. We cannot survive on these customers alone so we market ourselves heavily for all kinds of other activities including weddings, functions, corporate events, concerts, boxing, fashion shows, beauty pageants - in fact anything that a large venue can be adapted to.” On Clevedon Pier, however, the situation is a
little different. “You have to bear in mind that this is the only Grade 1
listed pier so therefore it is difficult to have new attractions,” explains Strong. “We have just gained planning permission for our new visitor facility and this will make an enormous
embrace change while retaining the unique status they have. Because of the vagaries of the sea they will continue to require financial investment and any government support to ensure all of the remaining piers are viable would be welcomed by all operators. “We have had planning approval to build a new FEC
on South Pier Blackpool,” he continued. “This will be a very good example of how piers require change in order to become 52 week businesses and destinations in their own communities as well as for holiday makers.” Continued investment in new attractions is also in the
future plans for Grand Pier, Weston-super-Mare. “We will continue to invest to ensure we stay at the
very top of our game,” notes Michael. “We have three new major rides planned. These will be brought in, one per annum, over the next three years. In addition, we have commissioned a large conservatory covering almost the entire south deck (600sq. m), with fully opening sides and roof and we are already planning changes to our catering and event facilities.”
www.InterPark.co.uk 43
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