Adventure Coast Southport
Adventure Coast Southport is a seaside amusement park in Southport, England, historically known as Pleasureland Southport.
Last updated August 25, 2026
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Overview
Adventure Coast Southport is a seaside amusement park and fairground attraction on the Southport coast in Merseyside, England. The site originated in 1913 as Pleasureland, a sister attraction to Blackpool Pleasure Beach operated by the Blackpool Pleasure Beach company. For much of its early history it combined fixed amusement-park rides with traditional fairground attractions, including roller coasters, dark rides, funhouse features and family rides. Its close association with Blackpool gave the park access to established ride designs, operating experience and a recognizable regional entertainment identity. The original park experienced a major commercial setback after introducing an entrance charge in 2005. The change was unpopular with visitors and was followed by a substantial decline in attendance. Pleasureland closed on 5 September 2006, with the then-operator citing insufficient return on investment. Several major attractions were removed or transferred to Blackpool Pleasure Beach, including the Traumatizer, which later reopened at Blackpool as Infusion. The dismantling of the historic Cyclone wooden roller coaster in late 2006 prompted protests from local residents and enthusiasts, but the ride was ultimately demolished. A new operating phase began in 2007 after entrepreneur Norman Wallis took control of the site. The attraction reopened on 21 July 2007 under the name New Pleasureland, initially using a temporary travelling fairground while parts of the site were cleared and refurbished. The park subsequently operated under the Southport Pleasureland name and developed a flexible model based on a mixture of permanent rides, travelling attractions, seasonal events and themed areas. Its ride portfolio changed frequently as individual attractions were installed, removed, relocated or rethemed. The post-2007 period included several notable additions and changes. These included the Storm roller coaster, the indoor Indy's Lost World attraction, a rebuilt Wildcat coaster, a replacement ghost train, the Air ride, a log flume, rides acquired from Camelot Theme Park, Crazy Mouse, a Pinfari looping coaster and the family coaster The Rocket. The park also introduced an electronic Fun Card token system in 2014, replacing paper ride tokens, before later removing both the card system and the general entrance fee in 2019. Adventure Coast Southport has also been affected by fires, redevelopment proposals and safety incidents. An arson attack in 2009 destroyed the Lost Dinosaurs of the Sahara ride and a nearby inflatable attraction. A fire destroyed the Haunted Inn in 2010. The park site was included in wider Southport seafront redevelopment discussions, including a proposal involving Urban Splash, although the park continued operating under independent management. The attraction entered another thematic development phase in the 2020s. A Viking-themed mini-golf course opened in 2022, followed by the creation of Viking Landing and Steampunk Bay areas. In 2023, the former log flume and children's rides were rethemed, Alice in Wonderland was installed as a dark ride, and the Discovery Bay area received steampunk styling and new permanent flat rides such as Paradox, Enigma and Ultra. In 2025, the park adopted the Adventure Coast Southport name. Its planned direction involves multiple themed zones, including Viking, steampunk, pirate, racing, beach and dinosaur concepts, alongside proposals for a major Zamperla Lightning roller coaster near the seafront. The park's proposition remains regional, family-oriented leisure entertainment combining rides, themed experiences, seasonal events and traditional fairground culture.
History
The attraction traces its history to 1913, when Pleasureland began operating in Southport as a sister amusement park to Blackpool Pleasure Beach. The original park was part of the Blackpool Pleasure Beach company's wider amusement business and became a longstanding feature of Southport's seaside entertainment offer. Its attractions included roller coasters, funhouses, dark rides and traditional fairground rides. Among the best-known historic attractions were the Cyclone wooden roller coaster and a funhouse containing features such as the Wheel and Social Mixer. The original operating model changed in 2005, when the park introduced an entrance fee. The change was poorly received and visitor numbers declined significantly. Pleasureland closed on 5 September 2006, with the operator attributing the decision to inadequate returns on investment. The closure led to the removal or transfer of several rides. The Traumatizer was relocated to Blackpool Pleasure Beach and reopened there as Infusion. The Cyclone was dismantled in November 2006 after protests and a petition failed to secure its preservation. The funhouse continued independently for a short period before closing in March 2007, after which elements of its contents were removed. The site reopened on 21 July 2007 under new management associated with Norman Wallis and initially used the name New Pleasureland. The new operation began with a temporary travelling fairground while buildings were demolished, retained structures were refurbished and the site was prepared for longer-term use. A Pinfari Zyklon Loop coaster called Storm opened for the 2008 season but was removed and sold later that year. Other early attractions included the indoor themed coaster Indy's Lost World, installed inside the former funhouse building, and a swinging pirate ship. The park's second era was marked by frequent changes in its ride inventory. In 2009, Norman Wallis acquired and rebuilt the original Pleasureland Wildcat, which reopened in August. The Lost Dinosaurs of the Sahara attraction was destroyed by arson in April of that year. The Haunted Inn, described as the last remaining original feature, was destroyed by fire in January 2010. Indy's Lost World closed around the same period and was replaced by a ghost train that opened in July 2010. The adjacent former Southport Zoo site also became home to Battlefield Live Southport, accessed through the Pleasureland site. During the early 2010s the park hosted seasonal spectacles and events, including monster-truck weekends, circus performances and an urban graffiti festival. New attractions included the Air ride and a replacement log flume in 2012. An Events Arena opened later that year with the intention of supporting concerts and other entertainment. Three rides acquired from the former Camelot Theme Park were added in 2013. For 2014, the park received a new name, logo, website and the slogan “Where memories are made!”. That season also saw the introduction of the Fun Card, an electronic ride-token system allowing visitors to load credits onto a card and scan it at individual attractions. The ride portfolio continued to evolve. Crazy Mouse was added in 2015 and was later removed to make room for a yellow Pinfari looping coaster, completed in 2016–17. Ferris wheels were installed and removed during 2018. In 2019, the park expanded onto land formerly occupied by a neighbouring go-kart track. The site was used for a new roller coaster called Crash Test, a ghost train and the relocation of the Grand Canyon attraction. The Fun Card and entrance fee were removed during this period, returning the park to a more open fairground-style access model. The park had limited reported development during 2020 because of the COVID-19 pandemic. The Rocket, a Pinfari family coaster built in 2001 and previously operated at other parks, was installed in 2021. A Viking-themed mini-golf course was developed on the former car-park area in 2022, while proposals were announced for a Zamperla Lightning coaster on the western side of the site. In 2023, the former looping coaster was removed. The front of the park was developed as a Viking-themed area: the log flume became Loki's Log-Flume, the Happy Caterpillar became Odin's Little Dragon, and a new themed building was added. The Casablanca building was repainted and incorporated into the area, housing an Alice in Wonderland dark ride. A separate zone around the ghost train was styled as Discovery Bay, a steampunk area containing new permanent flat rides named Paradox, Enigma and Ultra, as well as industrial and maritime theming. The park later adopted the Adventure Coast Southport name. Its announced long-term concept divides the attraction into themed areas including Viking, steampunk, pirate, racing, beach and dinosaur zones. Plans have also been described for a new indoor steampunk dark ride, Ultimate Expedition, and a major Zamperla Lightning roller coaster near the seafront. The attraction's current identity therefore reflects a transition from a traditional Pleasureland-branded fairground toward a multi-zone family amusement park while retaining its historic connection with Southport's seaside leisure economy.
- 2025
Adventure Coast Southport rebrand
[1]The park adopts the Adventure Coast Southport name.
- 2023
Viking and steampunk areas developed
[1]The park adds themed areas, rethemed attractions and new flat rides including Paradox, Enigma and Ultra.
- 2022
Viking mini-golf opens
[1]A Viking-themed mini-golf course is developed on part of the former car-park area.
- 2021
The Rocket added
[1]A relocated Pinfari family coaster called The Rocket joins the ride lineup.
- 2014
Brand refresh and Fun Card launched
[1]The park receives a new identity and introduces an electronic ride-token card.
- 2012
Air, log flume and Events Arena added
[1]The park expands its ride and entertainment offer with a new ride, a log flume and an Events Arena.
- 2009
Wildcat rebuilt and reopened
[1]Norman Wallis acquires and rebuilds the former Pleasureland Wildcat, which reopens in August.
- 2008
Storm and Indy's Lost World introduced
[1]A Pinfari coaster and an indoor Indiana Jones-themed coaster become notable additions during the redevelopment period.
- 2007
Site reopens under new management
[1]The attraction reopens as New Pleasureland with a travelling fairground and a new operating structure.
- 2006
Original park closes
[1]Pleasureland closes on 5 September after the operator cites insufficient return on investment.
Products and positioning
A regional seaside amusement destination combining permanent rides, travelling fairground attractions, themed zones, family entertainment and seasonal events.
Family roller coaster · 2021
The Rocket
The Rocket is a Pinfari family roller coaster installed at the park in 2021. The ride was originally built in 2001 and had operated at other amusement locations before arriving in Southport. It forms part of the park's family-oriented coaster offer.
Water ride · 2023
Loki's Log-Flume
Loki's Log-Flume is the Viking-themed version of the park's log-flume attraction. It forms part of the Viking Landing area and illustrates the park's strategy of extending the life of existing rides through new storytelling, names and environmental theming.
Dark ride · 2023
Alice in Wonderland
Alice in Wonderland is an indoor dark ride housed in the Casablanca building. Its placement within the Viking-themed front area reflects the park's use of existing buildings for refreshed themed experiences rather than relying exclusively on new construction.
Roller coaster · 2019
Crash Test
Crash Test was developed on land acquired from a neighbouring former go-kart track. The attraction formed part of the park's 2019 expansion and was accompanied by a ghost train, the relocated Grand Canyon ride and smaller children's attractions.
Ride-access system · 2014
Fun Card
The Fun Card was an electronic token system introduced in 2014. Visitors loaded ride credits at kiosks and scanned the card at attractions, replacing paper tokens. Individual rides used differing credit values. The system and the general entrance fee were later removed.
Controversies
Marketing campaigns
- 2014Where memories are made!
United Kingdom
A seasonal brand refresh introduced a new name, logo, website and the slogan “Where memories are made!” alongside the Fun Card system.
Outcome. The refresh repositioned the park around a more modern family-entertainment identity.
Brand decisions
2023
Themed-zone redevelopmentGeneration changeBackground
The park pursued a longer-term plan to organize attractions into distinct themed areas.
Action taken
Viking Landing and Steampunk Bay were developed through retheming, new buildings, industrial theming and new flat rides.
Aftermath
The changes formed the basis for the later Adventure Coast Southport identity and broader plans for pirate, racing, beach and dinosaur zones.
2014
Electronic ride-token system introducedStrategyBackground
The park sought to modernize ride access and replace paper-based tokens.
Action taken
It introduced the Fun Card, a reloadable electronic card used at individual rides.
Aftermath
The system was subsequently discontinued, with the entrance fee also removed by 2019.
2007
Reopening as New PleasurelandStrategyBackground
Following the closure of the original operator's park, the site required a new operating model and physical refurbishment.
Action taken
Norman Wallis reopened the site with a travelling fairground and later developed a mixture of permanent and seasonal attractions.
Aftermath
The reopening established the park's independent post-2006 operating era.
2005
Entrance fee introducedPrice changeBackground
The original Pleasureland sought to change its admission model by charging visitors to enter the park.
Action taken
An entrance fee was introduced.
Aftermath
The measure proved unpopular and was followed by a severe decline in visitor numbers before the park closed in 2006.
Sources1 sources
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