In an effort to turn its fortunes around, Margate’s heritage theme park Dreamland is to become free-to-enter, with visitors paying to use individual rides.
The troubled UK theme park is aiming to generate new sources of income
after being placed into administration last month.
Starting on 18 June, which marks the one-year anniversary of the park’s reopening, guests will be able to enter Dreamland at no charge, either paying to ride individual rides or purchasing a special wristband for unlimited rides.
“Non-riders who wish to visit the park and see our vintage ride collection, laugh at the on-park entertainments team or enjoy performances on the bandstand, can do so at no cost,” said a Dreamland statement.
“Those brave enough to manage one or two rides, can choose a pay to ride option and those serious about getting the most out of their day can buy a wristband for unlimited rides.”
Relaunched on 19 June 2015 following an £18m (US$26m, €23.3m) restoration, the attraction failed to draw enough visitors to the park in its debut year, with its operator Sands Heritage entering administration on 27 May.
One of the main failures, said Sands Heritage –
which blamed £5m (US$7.3m, €6.5m) losses on a ‘council blunder’ – was not being able to open the Scenic Railway on time, resulting in 50 per cent fewer visitors than had been anticipated over the summer season. In addition, the operator was forced to take over incomplete building works from the council, which resulted in the park closing for 17 days shortly after opening.
Despite entering administration, the park will continue to operate as normal, with administrator Duff and Phelps now seeking a new operator.
