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The park’s rebrand is inspired by its 1950s heyday / PHOTO: OLIVER DIXON/IMAGEWISE
Dreamland is finally back in business. The iconic seaside attraction, located in Margate in Kent, UK, was left derelict for a decade, but after a hard-fought campaign to save it, the doors are open once more.
The attraction has been re-designed, restored and re-branded by Hemingway Design and it’s being operated by Sands Heritage. Founded in the 1920s, the park draws on its history, with vintage rides, old-school activities and a retro vibe.
We paid a visit to find out if the historic park can hold its own in today’s industry.
THE OFFER A visit to Dreamland Margate takes a couple of hours or more, though the day we were there it was very quiet so we didn’t need to queue for any rides. The Pleasure Park has 20 rides from different periods in amusement park history and a “comfort food”-inspired F&B area. “Fun Fairers” perform around the park and a range of side shows add to the carnival atmosphere.
Indoors is a roller disco, the Dreamland Arcade (with vintage pinball and games machines) and an event space to host film screenings, concerts and dances, rekindling the venue’s tradition of live entertainment.
TICKETING Tickets can be brought online in advance, with savings of over 15 per cent. Visitors are stamped so they can leave and return. This gives the option to go to the nearby beach, or do other activities if it rains.
ATTRACTIONS The main attraction is the Scenic Railway, the UK’s oldest rollercoaster, but when we visited – just before going to press – it still wasn’t operational, because the cars weren’t ready. It was disappointing, but when the ride opens it will boost the level of excitement in and around the park.Several other rides were closed, giving the impression Dreamland may have opened a little prematurely. Lots of the machines in the arcade were also not working.
The rides are child-friendly, making this a great destination for families. Each ride has a sign explaining its history and restoration. A 1922 carousel, helter skelter and ferris wheel define the identity of the park.
DESIGN The Pleasure Park has a funfair feel and a beach-inspired motif, with plenty of nice details and quirky signs and ride theming. There are upcycled elements (swan boats used as seating), beach references (deck chairs) and a laid-back nostalgic vibe.
The new branding is very strong, communicated through the website, social media, the park’s map and leaflets, the uniforms, billboard posters and signage.
However, some of the punch is lost in Dreamland itself. Something was lacking in the overall effect, which failed to connect the different aspects of the experience. There were also areas where construction was ongoing. It’s a work in progress, and needs more time to establish itself. However, Dreamland is almost 100 years old – a little more time isn’t too much to ask and many early visitors will be happy to be supporting its future success.
STAFF The staff – young and old – were friendly, outgoing and willing to chat about the park.
RETAIL Dreamland Emporium boasts an array of interesting merchandise. Souvenirs are inspired by the British seaside and Hemingway Studio’s Dreamland branding.
One creative range of products has been upcycled from salvaged wood from the Scenic Railway. The line includes brooches, keyrings, clocks, signs and purses, at prices from £5 to £100 ($8 to $156, €7 to €141). Profits from sales go back into community projects at Dreamland.
FOOD AND BEVERAGE Shack-style outlets serve a variety of meals in a food court with shaded tables. Choose from fish and chips, Thai noodles, burgers and fresh seafood the traditional way: cockles, mussels, whelks, jellied eels and crab claws (£2.50 ($4, €3.50)). We ate cod and chips and vegetarian noodles (about £6 ($9, €8)), which were a good standard.
SUMMARY In a world of big brands and global IPs, Dreamland offers something different. It has its own story and characters and the seeds of its modernised identity should quickly mature into a unique and memorable attraction offering.
If the next phases of the development of the complex – which include a cinema and ballroom – continue unhindered, Dreamland should recapture the glory of its past years.
Dreamland should also contribute to the regeneration of Margate, a town that’s struggled in recent times, but is re-establishing itself as a destination. Dreamland hires people locally and runs community initiatives. Success would be further proof that good attractions can bring huge benefits to their communities.
Read more from this issue of Spa Business magazine
Interview: Michiel Buchel
Michiel Buchel is Ecsite’s new president and CEO of the Netherland’s biggest science centre, NEMO. He shares his optimism about the science centre sector and the secrets of NEMO’s success
Attractions: All Work, All Play
KidZania, star of the edutainment world, has opened its newest franchise in London, its 17th location to date. We meet the global top team to find out what makes these small cities a big success
Analysis: Be Our Guest
TEA/AECOM’s 2014 Theme Index shows attendance growth across all regions. AECOM experts analyse the recent trends
• LOCATION Dreamland Margate’s entrance is on Marine Terrace, Margate, Kent, on the seafront. There’s a public car park behind the attraction and Margate can be reached via the M2 and M20 motorways. The high-speed train service from St Pancras International Station, London, takes 80 minutes
• OPENING HOURS Dreamland is open from 10am to 8pm during the summer
• ADMISSION PRICES Adult tickets cost £14.95 ($23, €21) booked online and £17.95 ($28, €25) on the day. Kids cost £12.95 ($20, €18) in advance or £14.95 on the day
what’s the score?
Toilets
6/10
Staff
8/10
Cleanliness
8/10
Experience
6/10
Value for money
7/10
Overall experience
7/10
RIGHT TO REPLY
Eddie Kemsley
Eddie KemsleyCEODreamland
“I’m pleased to say that all rides at Dreamland other than the Scenic Railway are now running. Plus, we have a packed summer programme of events and activities. For families we have the Octopus’s Garden FEC, our roller disco, Big Fish Little Fish family raves and Chaplin’s Circus. For adults, there’s Private Widdle’s cabaret, Club Fromage and more. There are many reasons to visit us this summer.”
The park’s rebrand is inspired by its 1950s heyday / PHOTO: MARC SETHI
The 35-metre (115-foot) ferris wheel is a signature ride at Dreamland / PHOTO: OLIVER DIXON / IMAGEWISE
The Wall of Death is part of Dreamland’s schedule of pop-up entertainment / PHOTO: PAUL WEBB
The Spa Life UK Convention returns from 21–23 June 2026 at Whittlebury Park Hotel, Spa &
Golf Resort, bringing together spa managers, directors and owners for two days of focused
education, meaningful connection and commercial insight. [more...]
+ More featured suppliers
COMPANY PROFILES
Voya Organic Beauty
Voya Organic Beauty, founded in 2006 in Ireland by Mark Walton and Kira Guckian Walton, is a private [more...]
The park’s rebrand is inspired by its 1950s heyday / PHOTO: OLIVER DIXON/IMAGEWISE
Dreamland is finally back in business. The iconic seaside attraction, located in Margate in Kent, UK, was left derelict for a decade, but after a hard-fought campaign to save it, the doors are open once more.
The attraction has been re-designed, restored and re-branded by Hemingway Design and it’s being operated by Sands Heritage. Founded in the 1920s, the park draws on its history, with vintage rides, old-school activities and a retro vibe.
We paid a visit to find out if the historic park can hold its own in today’s industry.
THE OFFER A visit to Dreamland Margate takes a couple of hours or more, though the day we were there it was very quiet so we didn’t need to queue for any rides. The Pleasure Park has 20 rides from different periods in amusement park history and a “comfort food”-inspired F&B area. “Fun Fairers” perform around the park and a range of side shows add to the carnival atmosphere.
Indoors is a roller disco, the Dreamland Arcade (with vintage pinball and games machines) and an event space to host film screenings, concerts and dances, rekindling the venue’s tradition of live entertainment.
TICKETING Tickets can be brought online in advance, with savings of over 15 per cent. Visitors are stamped so they can leave and return. This gives the option to go to the nearby beach, or do other activities if it rains.
ATTRACTIONS The main attraction is the Scenic Railway, the UK’s oldest rollercoaster, but when we visited – just before going to press – it still wasn’t operational, because the cars weren’t ready. It was disappointing, but when the ride opens it will boost the level of excitement in and around the park.Several other rides were closed, giving the impression Dreamland may have opened a little prematurely. Lots of the machines in the arcade were also not working.
The rides are child-friendly, making this a great destination for families. Each ride has a sign explaining its history and restoration. A 1922 carousel, helter skelter and ferris wheel define the identity of the park.
DESIGN The Pleasure Park has a funfair feel and a beach-inspired motif, with plenty of nice details and quirky signs and ride theming. There are upcycled elements (swan boats used as seating), beach references (deck chairs) and a laid-back nostalgic vibe.
The new branding is very strong, communicated through the website, social media, the park’s map and leaflets, the uniforms, billboard posters and signage.
However, some of the punch is lost in Dreamland itself. Something was lacking in the overall effect, which failed to connect the different aspects of the experience. There were also areas where construction was ongoing. It’s a work in progress, and needs more time to establish itself. However, Dreamland is almost 100 years old – a little more time isn’t too much to ask and many early visitors will be happy to be supporting its future success.
STAFF The staff – young and old – were friendly, outgoing and willing to chat about the park.
RETAIL Dreamland Emporium boasts an array of interesting merchandise. Souvenirs are inspired by the British seaside and Hemingway Studio’s Dreamland branding.
One creative range of products has been upcycled from salvaged wood from the Scenic Railway. The line includes brooches, keyrings, clocks, signs and purses, at prices from £5 to £100 ($8 to $156, €7 to €141). Profits from sales go back into community projects at Dreamland.
FOOD AND BEVERAGE Shack-style outlets serve a variety of meals in a food court with shaded tables. Choose from fish and chips, Thai noodles, burgers and fresh seafood the traditional way: cockles, mussels, whelks, jellied eels and crab claws (£2.50 ($4, €3.50)). We ate cod and chips and vegetarian noodles (about £6 ($9, €8)), which were a good standard.
SUMMARY In a world of big brands and global IPs, Dreamland offers something different. It has its own story and characters and the seeds of its modernised identity should quickly mature into a unique and memorable attraction offering.
If the next phases of the development of the complex – which include a cinema and ballroom – continue unhindered, Dreamland should recapture the glory of its past years.
Dreamland should also contribute to the regeneration of Margate, a town that’s struggled in recent times, but is re-establishing itself as a destination. Dreamland hires people locally and runs community initiatives. Success would be further proof that good attractions can bring huge benefits to their communities.
Read more from this issue of Spa Business magazine
Interview: Michiel Buchel
Michiel Buchel is Ecsite’s new president and CEO of the Netherland’s biggest science centre, NEMO. He shares his optimism about the science centre sector and the secrets of NEMO’s success
Attractions: All Work, All Play
KidZania, star of the edutainment world, has opened its newest franchise in London, its 17th location to date. We meet the global top team to find out what makes these small cities a big success
Analysis: Be Our Guest
TEA/AECOM’s 2014 Theme Index shows attendance growth across all regions. AECOM experts analyse the recent trends
• LOCATION Dreamland Margate’s entrance is on Marine Terrace, Margate, Kent, on the seafront. There’s a public car park behind the attraction and Margate can be reached via the M2 and M20 motorways. The high-speed train service from St Pancras International Station, London, takes 80 minutes
• OPENING HOURS Dreamland is open from 10am to 8pm during the summer
• ADMISSION PRICES Adult tickets cost £14.95 ($23, €21) booked online and £17.95 ($28, €25) on the day. Kids cost £12.95 ($20, €18) in advance or £14.95 on the day
what’s the score?
Toilets
6/10
Staff
8/10
Cleanliness
8/10
Experience
6/10
Value for money
7/10
Overall experience
7/10
RIGHT TO REPLY
Eddie Kemsley
Eddie KemsleyCEODreamland
“I’m pleased to say that all rides at Dreamland other than the Scenic Railway are now running. Plus, we have a packed summer programme of events and activities. For families we have the Octopus’s Garden FEC, our roller disco, Big Fish Little Fish family raves and Chaplin’s Circus. For adults, there’s Private Widdle’s cabaret, Club Fromage and more. There are many reasons to visit us this summer.”
The park’s rebrand is inspired by its 1950s heyday / PHOTO: MARC SETHI
The 35-metre (115-foot) ferris wheel is a signature ride at Dreamland / PHOTO: OLIVER DIXON / IMAGEWISE
The Wall of Death is part of Dreamland’s schedule of pop-up entertainment / PHOTO: PAUL WEBB
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
The Spa Life UK Convention returns from 21–23 June 2026 at Whittlebury Park Hotel, Spa &
Golf Resort, bringing together spa managers, directors and owners for two days of focused
education, meaningful connection and commercial insight. [more...]
+ More featured suppliers
COMPANY PROFILES
Voya Organic Beauty Voya Organic Beauty, founded in 2006 in Ireland by Mark Walton and Kira Guckian Walton, is a private [more...]
