Dreamland Margate reopens and targets hipsters in bid for success
When Dreamland in Margate reopened in 2015, it was the perfect good news story. The tracks of the vintage theme park had been freshly oiled and it was hoped that, once in thrilling motion, the attraction would breathe new life into a deprived area, allowing visitors to enjoy the seaside in the way that generations had done before them.
But, on opening day the park’s key attraction - a wooden rollercoaster from 1920 - was not open. In the months that followed, despite its bygone charms, visitor numbers were not what was hoped and the park’s operator, Sands Heritage, fell into administration, leaving local firms out of pocket.
The tide might now be turning. The park has received a £25m injection of funds and is laying on live music and entertainment this weekend, as it throws open its gates, fresh from a makeover, for the summer.
A quick glance at the revamped offering reveals a flexible space that locals and out-of-towners can use both day and night.
Of the 20 rides, most have been restored, with five that are new, including a classic teacups, with Wedgewood-style crockery, and a vintage dodgems circuit.
The park has benefited from some landscaping and food and drink areas have been upgraded, now featuring an array of bars and a food court with global fare served from vintage Airstream caravans.
Among those watching the reopening with interest is Ian Driver, a former councillor for the Green Party in Thanet, who supported the park’s reopening in 2015, alongside local campaigners who fought for around a decade to save it. Despite this, he now believes that such a theme park is ultimately not viable.
“I’m very skeptical but only time will tell’” he said, of the makeover. “I think it is not an exciting enough place to go to and it’s still an expensive day out. The only change seems to be that, this time, the park will be supplemented by concerts, which may work, but it’s a long way to go to see gigs, especially if you’re coming from London and already have all that on your doorstep.”
Dreamland's operators, with the street food and shows by the likes of Gorillaz and Maximo Park, seem to be targetting a metropolitan, hipster-ish crowd alongside families. They have also put a lot of thought into creating venues that can be used by anyone, at any time of day.
“We’re only two minutes walk from the station,” said Steven Mitchell, CEO at Dreamland Margate.
He told the Telegraph that he is also currently refurbishing two seafront watering holes on the edge of the park - Cinque Ports, a spit and sawdust pub, and a new rooftop bar, Ziggy’s, which will offer Jamaican rum and views of the sea.
The addition of a roller disco to Dreamland provides handy indoor space as well, so that visitors will have somewhere to go in the event of a classic British summer.
“We hope that we will appeal to a much broader group of people,” Mitchell said. He is confident that the reincarnated Dreamland will experience more highs than dips this time around.
“The issue with the rollercoaster breaking down before, was one of ropes,” he said. “It was pulled by specialist ropes and we have now acquired new ones of better quality. We’ve also stocked up on all the right parts and have sufficient spares, so that we can turn things around much more quickly.”
“I just want to say to people - come down and check us out,” he added. “See what you think.”
Dreamland opens on Friday, May 26. Entrance is free but wristbands that grant unlimited access to rides are available on the website for £16 for adults and £11.50 for kids. Individual rides will cost between £1.50 and £5. See dreamland.co.uk.
