One of Blackpool’s oldest heritage assets has been put up for sale which attracts millions of visitors to the popular UK seaside town each year.
The multi-faceted family entertainment destination is situated in a flagship location on Blackpool’s famous promenade, adjacent to Blackpool Tower. The Grade II-listed North Pier is one of the UK’s most historic and well-loved seaside landmarks, retaining its original Victorian features.
North Pier was the first pier built in Blackpool in 1863. It has been under the same family ownership for the past 14 years and is now being offered for sale. It was awarded Pier of the Year by the National Piers Society in 2004, and has been named as “One of the greatest piers in the UK” by The Telegraph.
The Lancashire attraction, marketed by Avison Young, comprises a diverse range of attractions located directly on the pier. These include the Joe Longthorne Theatre on the pier head, an art deco auditorium capable of seating audiences of up to 1,465 people. An amusement arcade which includes an adult gaming centre area, a two-tier Venetian Bertazzon carousel, electric train and a variety of cafes, takeaways and bars are also included.
Further development opportunities include the proposed redevelopment of the shoreline’s Merrie England Bar, with a planning application currently pending for renovation works to enhance and modernise the space.
The pier operation is primarily managed in-house, except for select concession areas, and currently employs 10 full-time, three part-time, and approximately 40 seasonal staff. Historically, the pier has charged a fee to visitors wishing to access the boardwalk portion; however, this is currently free of charge to explore.
‘With a heavy heart’
Directors for Northern Victorian Pier Ltd said: “Bringing North Pier to market is a decision we have made with a heavy heart. However, following the events of the past few years, we have chosen to focus our attention on the wider portfolio, including [Blackpool’s] Central and South Piers.
“Our passion for North Pier has never wavered and we have continued to invest in it throughout the challenges of COVID. There remains a fantastic opportunity to enhance the visitor offer, particularly through the proposed refurbishment of the former Merrie England Bar, and to shape a pier that’s ready for the future.”
Director of leisure at Avison Young, Richard Baldwin commented: “Blackpool North Pier is a rare and exciting opportunity to acquire a prominent, multi-faceted family entertainment attraction in one of the UK’s flagship seaside destinations.
“With its mix of leisure, entertainment, and food and beverage uses, combined with clear potential to further develop and enhance the existing offer of the Merrie England Bar, the asset presents both immediate income and long-term growth opportunities.
“We expect strong interest from a wide range of investors and operators keen to capitalise on Blackpool’s enduring popularity and ongoing regeneration.”
The listing can be found on the Avison Young website.
Next month, another portfolio of Blackpool attractions are set to undergo a change in management, as Blackpool Tourism Limited takes the reins of Blackpool Tower and Madame Tussauds from Merlin Entertainments.
Headline photo: The Blackpool Pier Company
