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CLASSIC Reimagining
Restored retro amusement park Dreamland Margate, based in Kent in the south east of the UK, has faced a number of problems since its 2015 re-launch. Now, with a sold-out 15,000 capacity event under its belt and a £25m investment to its name, Dreamland is back in the game. Commercial director Jennie Double explains the reasoning behind the revamp
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onsidered to be the oldest-surviving amusement park in Great Britain, dating back to the early 1860s, Dreamland is a product of the British railway boom.
Tourism by rail became a serious pastime, and Dreamland, in its original form (the ‘Hall by the Sea’) catered to new demand for entertainment and attractions. A key challenge faced by Dreamland management is
how it can maintain the park’s heritage whilst still providing the modern amenities that visitors expect. “We draw our inspiration from its past,” explaines Jennie. “When you have a business that has been operating as an attraction for over 100 years, you have to refer to its successes both from a visual and guest experience perspective. Some of the classic components of seaside design married with up-to-date
JANUARY 2018
landscaping and content, which really helped make this a park of the present as well as a park of the past.” Dreamland is home to the UK’s oldest wooden
rollercoaster, which is protected by a Grade II* listing with Historic England. The “lovingly restored” Scenic Railway was originally designed and manufactured by John Henry Hills in the 1920s, and has been enjoyed by generations. “Unlike most coasters today, it still runs with a rope and pulley design which requires a specialist team of splicers to repair or replace, which in itself takes eight weeks to make,” Jennie reveals. “It makes an extraordinary noise and is perhaps surprisingly thrilling given its age! It’s fascinating to think that people were enjoying the same ride all those years ago.
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Jennie Double specialises in world-class start up experiences at venues and attractions across London, including ExCeL London, The O2 and Queen Elizabeth Olympic Park - programming commercial content within the events and entertainment industry. She has been commercial director at Dreamland since April 2016.
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