MYSTERY SHOPPER
SWEET DREAMS
The newly restored Dreamland attempts to strike a balance between retro hipster style and wholesome family fun. Does it succeed?
Alice Davis, managing editor, Attractions Management D 92
reamland is fi nally back in business. The iconic seaside attraction, located in Margate in Kent, UK, was left derelict for a decade, but after a hard-fought campaign to save it, the doors are open once more. The attraction has been
re-designed, restored and re-branded by Hemingway Design and it’s being operated by Sands Heritage. Founded in the 1920s, the park draws on its history, with vintage rides, old-school activities and a retro vibe. We paid a visit to fi nd out if the historic
park can hold its own in today’s industry. THE OFFER
A visit to Dreamland Margate takes a couple of hours or more, though the day we were there it was very quiet so we didn’t need to queue for any rides. The Pleasure Park has 20 rides from different periods in amusement park history and a “comfort food”-inspired F&B area. “Fun Fairers” perform around the park and a range of side shows add to the carnival atmosphere. Indoors is a roller disco, the Dreamland Arcade (with vintage pinball and games
■ LOCATION Dreamland Margate’s entrance is on Marine Terrace, Margate, Kent, on the seafront. There’s a public car park behind the attraction and Margate can be reached via the M2 and M20 motorways. The high-speed train service from St Pancras International Station, London, takes 80 minutes
■ OPENING HOURS
Dreamland is open from 10am to 8pm during the summer
■ ADMISSION PRICES Adult tickets cost £14.95 ($23, €21) booked online and £17.95 ($28, €25) on the day. Kids cost £12.95 ($20, €18) in advance or £14.95 on the day
machines) and an event space to host fi lm screenings, concerts and dances, rekindling the venue’s tradition of live entertainment.
TICKETING Tickets can be brought online in advance, with savings of over 15 per cent. Visitors
are stamped so they can leave and return. This gives the option to go to the nearby beach, or do other activities if it rains.
ATTRACTIONS
The main attraction is the Scenic Railway, the UK’s oldest rollercoaster, but when we visited – just before going to press – it still wasn’t operational, because the cars weren’t ready. It was disappointing, but when the ride opens it will boost the level of excitement in and around the park. Several other rides were closed, giving the impression Dreamland may have opened a little prematurely. Lots of the machines in the arcade were also not working. The rides are child-friendly, making this a great destination for families. Each ride has a sign explaining its history and restoration. A 1922 carousel, helter skelter and ferris wheel defi ne the identity of the park.
DESIGN
The Pleasure Park has a funfair feel and a beach-inspired motif, with plenty of nice details and quirky signs and ride theming. There are upcycled elements (swan boats used as seating), beach references (deck chairs) and a laid-back nostalgic vibe.
The 35-metre (115-foot) ferris wheel is a signature ride at Dreamland (left), while the park’s rebrand is inspired by its 1950s heyday
attractionsmanagement.com AM 3 2015 ©CYBERTREK 2015
PHOTOS: (LEFT & MIDDLE) OLIVER DIXON / IMAGEWISE. (RIGHT) MARC SETHI
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