The park’s rebrand is inspired by its 1950s heyday / PHOTO: OLIVER DIXON/IMAGEWISE
Dreamland is finally 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 find 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 machines) and an event space to host film 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 define 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 new branding is very strong, communicated through the website, social media, the park’s map and leaflets, the uniforms, billboard posters and signage.
However, some of the punch is lost in Dreamland itself. Something was lacking in the overall effect, which failed to connect the different aspects of the experience. There were also areas where construction was ongoing. It’s a work in progress, and needs more time to establish itself. However, Dreamland is almost 100 years old – a little more time isn’t too much to ask and many early visitors will be happy to be supporting its future success.
STAFF The staff – young and old – were friendly, outgoing and willing to chat about the park.
RETAIL Dreamland Emporium boasts an array of interesting merchandise. Souvenirs are inspired by the British seaside and Hemingway Studio’s Dreamland branding.
One creative range of products has been upcycled from salvaged wood from the Scenic Railway. The line includes brooches, keyrings, clocks, signs and purses, at prices from £5 to £100 ($8 to $156, €7 to €141). Profits from sales go back into community projects at Dreamland.
FOOD AND BEVERAGE Shack-style outlets serve a variety of meals in a food court with shaded tables. Choose from fish and chips, Thai noodles, burgers and fresh seafood the traditional way: cockles, mussels, whelks, jellied eels and crab claws (£2.50 ($4, €3.50)). We ate cod and chips and vegetarian noodles (about £6 ($9, €8)), which were a good standard.
SUMMARY In a world of big brands and global IPs, Dreamland offers something different. It has its own story and characters and the seeds of its modernised identity should quickly mature into a unique and memorable attraction offering.
If the next phases of the development of the complex – which include a cinema and ballroom – continue unhindered, Dreamland should recapture the glory of its past years.
Dreamland should also contribute to the regeneration of Margate, a town that’s struggled in recent times, but is re-establishing itself as a destination. Dreamland hires people locally and runs community initiatives. Success would be further proof that good attractions can bring huge benefits to their communities.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2015 issue 3
Interview: Michiel Buchel
Michiel Buchel is Ecsite’s new president and CEO of the Netherland’s biggest science centre, NEMO. He shares his optimism about the science centre sector and the secrets of NEMO’s success
Attractions: All Work, All Play
KidZania, star of the edutainment world, has opened its newest franchise in London, its 17th location to date. We meet the global top team to find out what makes these small cities a big success
Analysis: Be Our Guest
TEA/AECOM’s 2014 Theme Index shows attendance growth across all regions. AECOM experts analyse the recent trends
• 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
what’s the score?
Toilets
6/10
Staff
8/10
Cleanliness
8/10
Experience
6/10
Value for money
7/10
Overall experience
7/10
RIGHT TO REPLY
Eddie Kemsley
Eddie KemsleyCEODreamland
“I’m pleased to say that all rides at Dreamland other than the Scenic Railway are now running. Plus, we have a packed summer programme of events and activities. For families we have the Octopus’s Garden FEC, our roller disco, Big Fish Little Fish family raves and Chaplin’s Circus. For adults, there’s Private Widdle’s cabaret, Club Fromage and more. There are many reasons to visit us this summer.”
The park’s rebrand is inspired by its 1950s heyday / PHOTO: MARC SETHI
The 35-metre (115-foot) ferris wheel is a signature ride at Dreamland / PHOTO: OLIVER DIXON / IMAGEWISE
The Wall of Death is part of Dreamland’s schedule of pop-up entertainment / PHOTO: PAUL WEBB
COMPANY PROFILES
IAAPA EMEA
IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Sally Corporation
Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
The park’s rebrand is inspired by its 1950s heyday / PHOTO: OLIVER DIXON/IMAGEWISE
Dreamland is finally 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 find 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 machines) and an event space to host film 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 define 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 new branding is very strong, communicated through the website, social media, the park’s map and leaflets, the uniforms, billboard posters and signage.
However, some of the punch is lost in Dreamland itself. Something was lacking in the overall effect, which failed to connect the different aspects of the experience. There were also areas where construction was ongoing. It’s a work in progress, and needs more time to establish itself. However, Dreamland is almost 100 years old – a little more time isn’t too much to ask and many early visitors will be happy to be supporting its future success.
STAFF The staff – young and old – were friendly, outgoing and willing to chat about the park.
RETAIL Dreamland Emporium boasts an array of interesting merchandise. Souvenirs are inspired by the British seaside and Hemingway Studio’s Dreamland branding.
One creative range of products has been upcycled from salvaged wood from the Scenic Railway. The line includes brooches, keyrings, clocks, signs and purses, at prices from £5 to £100 ($8 to $156, €7 to €141). Profits from sales go back into community projects at Dreamland.
FOOD AND BEVERAGE Shack-style outlets serve a variety of meals in a food court with shaded tables. Choose from fish and chips, Thai noodles, burgers and fresh seafood the traditional way: cockles, mussels, whelks, jellied eels and crab claws (£2.50 ($4, €3.50)). We ate cod and chips and vegetarian noodles (about £6 ($9, €8)), which were a good standard.
SUMMARY In a world of big brands and global IPs, Dreamland offers something different. It has its own story and characters and the seeds of its modernised identity should quickly mature into a unique and memorable attraction offering.
If the next phases of the development of the complex – which include a cinema and ballroom – continue unhindered, Dreamland should recapture the glory of its past years.
Dreamland should also contribute to the regeneration of Margate, a town that’s struggled in recent times, but is re-establishing itself as a destination. Dreamland hires people locally and runs community initiatives. Success would be further proof that good attractions can bring huge benefits to their communities.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2015 issue 3
Interview: Michiel Buchel
Michiel Buchel is Ecsite’s new president and CEO of the Netherland’s biggest science centre, NEMO. He shares his optimism about the science centre sector and the secrets of NEMO’s success
Attractions: All Work, All Play
KidZania, star of the edutainment world, has opened its newest franchise in London, its 17th location to date. We meet the global top team to find out what makes these small cities a big success
Analysis: Be Our Guest
TEA/AECOM’s 2014 Theme Index shows attendance growth across all regions. AECOM experts analyse the recent trends
• 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
what’s the score?
Toilets
6/10
Staff
8/10
Cleanliness
8/10
Experience
6/10
Value for money
7/10
Overall experience
7/10
RIGHT TO REPLY
Eddie Kemsley
Eddie KemsleyCEODreamland
“I’m pleased to say that all rides at Dreamland other than the Scenic Railway are now running. Plus, we have a packed summer programme of events and activities. For families we have the Octopus’s Garden FEC, our roller disco, Big Fish Little Fish family raves and Chaplin’s Circus. For adults, there’s Private Widdle’s cabaret, Club Fromage and more. There are many reasons to visit us this summer.”
The park’s rebrand is inspired by its 1950s heyday / PHOTO: MARC SETHI
The 35-metre (115-foot) ferris wheel is a signature ride at Dreamland / PHOTO: OLIVER DIXON / IMAGEWISE
The Wall of Death is part of Dreamland’s schedule of pop-up entertainment / PHOTO: PAUL WEBB
London Museum will open four new food and drink destinations when it launches its new home
at Smithfield on 28 November, making hospitality a central part of the visitor experience at one
of the capital's biggest cultural openings of the year.
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
