Park Profile
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We also have old classics and favourites such as our 1940’s Waltzer, Chair O Planes and Dodgems.” Whilst these vintage rides bring a sense of authenticity to Dreamland, Jennie emphasises the park is also a contemporary space, with plenty on offer.
The Big Comeback Dreamland reopened in 2015, but disappointing visitor numbers in its first summer season saw it enter trading administration in May 2016. Eighteen months on, following a £25m investment from Arrowgrass Capital Partners and under new management, the park has reopened – and Jennie reveals that its future lies in the diversification of its offering. “Developing Dreamland as an entertainment hub is key
for encouraging our visitors to come again and again for something new. It is now established as a unique music venue as well as an amusement park, and people have multiple reasons for visiting.”
Dreamland: live line-up for 2018
GEEK EAST KENT’S NOTORIOUS GAMING EXPO, 16-18 February 2018
THE SELECTER AND THE BEAT2 TONE SKA REVIVAL BAND, 24 February 2018
BIG FISH LITTLE FISH, CAMP BESTIVAL FAMILY RAVE, 31 March 2018
UNDERCOVER FESTIVAL, ALTERNATIVE AND INDEPENDENT GRASSROOTS FESTIVAL, 13-14 April 2018
HIPSVILLE JUNGLE A GO GO! SPANISH GARAGE FESTIVAL, Friday 4-6 May
The park held a sold-out 15,000-capacity event in 2017 – a clear demonstration of its viability as a large-scale venue. The one-day festival, headlined and curated by Gorillaz, was streamed worldwide by Red Bull, attracting international attention and showcasing the park on a global scale. “We have invested money into our in house production specification so promoters and organisers take us seriously as a plug and play venue,” says Jennie. “We also house programmes with local event producers that have been looking for the right platform/next step for their events. Our sliding scale of playing spaces and stages means that we can support events from grass roots up, developing the audiences as we go. Events… support the business in those months where the amusement park is out of season, ensuring that Dreamland is a year-round business.” Further improvements have included an increased ride
offering, and a greener landscaped space with over 1,000 newly planted trees and interactive art installations. “We also developed a unique street food offer combining seaside favourites with concept led eateries alongside playful bars that are set in the recess of rides or in the tree tops of our landscaping. We use local suppliers where possible and industry specialists.”
Looking to the long term Dreamland’s developments are a part of the regeneration of Margate as a whole, particularly along the seafront, Jennie discloses. “We’re investing into staffing and securing prime talent across the business, with around 15-20 new roles being
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created in 2017/18 to really take the business forward. We also work closely with key stakeholders including Thanet District Council, Dreamland Trust, Visit Thanet and Visit Kent.” 2017’s updates are only the first part of a phased plan for
the site. Dreamland will be introducing more rides to its line- up in Summer 2018, aimed at both thrill-seekers and families. “Whether it’s for live music and festivals, entertainment such as circus or outdoor cinema, or for the impressive street food and unusual bars, the park is somewhere to socialise in a variety of groups. It has multiple draws and the addition of our landscaping encourages dwell time and a natural festival backdrop. It is within close reach of the beach and the high speed train line.” As more and more Brits decide to have ‘staycations’, they
have become more willing to travel within the UK, Jennie says. “Dreamland’s well-rounded offer can cater for every family member, including non-riders. We feel we sit outside of the traditional ‘theme park’ market – we may be the oldest, but we aren’t the biggest, and we have to continue to innovate the experience to set ourselves apart.” “We’re always looking at ways to make the park contemporary and relevant in today’s market. For example, we have used the park’s setting to create experiences where visitors interact with the space in ways they wouldn’t normally have a chance to. Our Halloween scare festival, Screamland, has been running for three years and has been hugely successful. It is highly immersive and in 2017 we had six mazes over six nights and sold over 10,000 tickets, which really demonstrates the demand for these sorts of experiences and the growing trend for Halloween especially.” Social media is a vital part of Dreamland’s communicating
strategy for reaching its key audiences. A strong presence and engaging content on various social media platforms (with a particular focus on video marketing) has allowed the park to shape its identity online to help form perception of it as a destination. “It enables us to engage with our customers on a real-time level and to be able to understand their needs, wants and likes. Social media gives the attraction a voice and plays a huge role in what we do. “ Overall, Jennie concludes, Dreamland is about having real
fun, reliving memories and making new ones. “We hope visitors come away having experienced something unique and unexpected.”
Jennie Double spoke to editor Bryony Andrews. Dreamland’s Christmas events run until 3 January. More information can be found at
www.dreamland.co.uk/events
JANUARY 2018
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