Business description and strategy

The Brighton Pier Group PLC (the ‘Group’) owns and trades Brighton Palace Pier, as well as five premium bars nationwide, eight indoor mini-golf sites and the Lightwater Valley Family Adventure Park in North Yorkshire.

The Group operates as four separate divisions under the leadership of Anne Ackord, the Group's Chief Executive Officer.

• Brighton Palace Pier welcomes over four million visitors per year and offers a wide range of attractions including two arcades (with over 300 machines) and nineteen funfair rides, together with a variety of on-site hospitality and catering facilities. The attractions, product offering and layout of the Pier are focused on creating a family-friendly atmosphere that aims to draw a wide demographic of visitors. Revenue is generated from the pay-as-you-go purchase of products from the fairground rides, arcades, hospitality facilities and retail catering kiosks.
• The Golf division (which trades as Paradise Island Adventure Golf) operates eight indoor mini-golf sites at high footfall retail and leisure centres. The business capitalises on the increasing convergence between retail and leisure, offering an accessible and traditional activity for the whole family. The sites are located in various towns and cities across the UK, each one offering two unique 18 hole mini-golf courses.
• The Bars division (which trades as Embargo República, Lola Lo, Le Fez and Lowlander) targets a customer base of students midweek and over-21s at the weekend. The Bars focus on delivering added value to customers through premium product ranges, high quality music and entertainment, as well as a commitment to exceptional service standards. The sites are based in London, Bristol and Reading, providing a vibrant night-time economy and the demographics to support premium bars.
• Lightwater Valley Attractions Limited owns and operates the Lightwater Valley Family Adventure Park, a leading North Yorkshire attraction, which is focused on family days out and set in 175 acres of landscaped parkland. The Park offers a variety of attractions including rides, amusements, crazy golf, entertainment shows and children’s outdoor and indoor play, alongside numerous food, drink and retail outlets. Popular seasonal events such as at Halloween (Frightwater Valley) are also organised by the Park.

The strategy of the Group is to leverage the capabilities of the four existing divisions, creating a growth company that operates across a diverse portfolio of leisure and entertainment assets in the UK. The Group will achieve this objective by way of organic revenue growth throughout the whole estate, together with the active pursuit of future potential strategic acquisitions of entertainment destinations, thus enhancing the Group’s portfolio and realising synergies by leveraging scale. It is the Board’s longer-term strategy to position the Company as a consolidator within this sector.