3 Dreamland Margate SC Dreamland Business Plan

usIness PIan (IncIudIng AudIence 0eveIopment PIan)
AprIl 2009

Locum ConsultIng
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0ate: 29 AprIl 2009
Job: J08127
FIle: j08127 dreamland busIness plan 290409.doc

ThIs report forms part of the 0reamIand Sea Change FeasIbIIIty Study funded and
supported by Sea Change, the hargate PenewaI PartnershIp, the hargate Town Centre
PegeneratIon Company and the 0reamIand Trust

All n]ormcton, cnclyss cnd recommendctons mcde ]or clents by Locum Consultny cre mcde n
yood ]cth cnd represent Locum's pro]essoncl ]udyement on the bcss o] n]ormcton obtcned ]rom
the clent cnd elsewhere durny the course o] the cssynment. However, snce the cchevement o]
recommendctons, ]oreccsts cnd vcluctons depends on ]cctors outsde Locum's control, no
stctement mcde by Locum mcy be deemed n cny crcumstcnces to be c representcton, undertckny
or wcrrcnty, cnd Locum ccnnot cccept cny lcblty should such stctements prove to be ncccurcte
or bcsed on ncorrect premses. ln pcrtculcr, cnd wthout lmtny the yenerclty o] the ]oreyony,
cny pro]ectons, ]ncnccl cnd otherwse, n ths report cre ntended only to llustrcte pcrtculcr
ponts o] cryument cnd do not consttute ]oreccsts o] cctucl per]ormcnce.
Locum Consultny s the trcdny ncme o] Locum 0estncton Consultny Ltd.
Reystered n Enylcnd No. J801514
J08127 0reamland 8usIness Plan
Locum ConsultIng
J08127/0C / |H/29/4/09/j08127 dreamland busIness plan 290409.doc Page J
Contents
1. ExecutIve Summary 6
2. ntroductIon 14
2.1 Context 14
2.2 The Syn]ccnce o] the Ste 14
2.J The 0recmlcnd Trust's \son ]or the Hertcye Amusement Pcrk 1Z
J. 8usIness Plan 19
J.1 Db]ectves 20
J.2 Ste 20
J.J Concept 2J
J.4 Product 25
J.5 Mcrket J4
J. Mcncyement J5
J.Z Dperctoncl cnd Revenue Fncnce J
J.8 8rcndny cnd Mcrketny JZ
J. Stckeholder 8 Communty Support JZ
4. AudIences J9
4.1 Soco0emoyrcphc lssues J
4.2 Potentcl \stors ]rom Home 41
4.J Potentcl \stors ]rom c Holdcy 8cse 4
4.4 Educctoncl 6roup Mcrket 5
4.5 8crrers to Access 5Z
4. Conclusons J
5. Comparable/CompetIng AttractIons 64
5.1 0K Amusement Pcrks 4
5.2 Hertcye Attrcctons
5.J Hertcye Amusement Pcrks Z0
5.4 Kent Attrcctons ZJ
5.5 Thcnet \stor Attrcctons Z5
5. Per]ormny Arts \enues Z
5.Z Con]erence cnd Exhbton \enues Z8
5.8 Conclusons 80
6. 7IsItor ProjectIons 81
.1 The chcllenye n predctny vstor numbers 81
.2 The mpcct o] the prcny model 82
.J Estmctes bcsed on penetrcton rctes o] the mcn mcrket sectors 8J
.4 Compcrson to other cttrcctons 85
.5 Fluctuctons 85
. Peck 0cy cnd Peck Hour 8
Locum ConsultIng
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.Z Rde Ccpccty 88
7. FInancIal Plan 90
Z.1 Hours o] Dpercton 0
Z.2 Revenue 1
Z.J Expendture J
Z.4 Pro]t cnd Loss - Stcblsed Yecr 8
Z.5 10 Yecr Pro]ecton
Z. 8reckeven/Fncnccl Rsk 101
Z.Z Possble Responses to Fncnccl 0nderper]ormcnce 102
8. CapItal Costs and FundIng 10J
8.1 Ccptcl Costs 10J
8.2 Fundny 104
9. Project 0elIvery 105
.1 The Tecm 105
.2 0evelopment Work to 0cte 10
.J Pro]ect mcncyement 10Z
.4 Publc consultcton 108
10. Project TImetable 109
11. Dutputs and Dutcomes 111
11.1 Physccl Reyenercton 111
11.2 Economc Reyenercton 112
11.J Culturcl 11J
11.4 Educcton cnd Trcnny 114
11.5 Sustcncblty 114
12. FIsk FegIster 117
12.1 Rsks durny 0elvery o] the Pro]ect 11Z
12.2 Rsks c]ter Completon o] the Pro]ect 11
1J. Phase 2 Project: 0reamland CInema AudItorIum 122
1J.1 The Chcllenye o] the Audtorum 122
1J.2 The \son ]or the Stcye 2 Pro]ect 12J
1J.J Envscyed 0ses 12J
1J.4 8rtsh Youth Street Culture 125
1J.5 The 0recmlcnd Exhbton cnd lnterpretcton Centre 12
AppendIces
1. StrategIc Context 128
1.1 Reyoncl 0evelopment Polces/Frcmeworks 128
1.2 Mcrycte Strcteyc Polces/Frcmeworks 12
1.J Ste Plcnnny 8re]s 1J1
1.4 Dther 0evelopments/Dperctons mpcctny on 0recmlcnd 1JJ
Locum ConsultIng
1.5 Trcnsportcton 8 ln]rcstructure 0evelopments 1J4
2. |argate and EntertaInment for the |asses 1J5
J. ConservatIon Statement 142
4. The FIdes 145
5. ConsultatIons 149
5.1 Key Stckeholder Drycnsctons 14
5.2 Publc Consultctons 150
6. |arket TestIng - the 7IsIt Kent Survey 155
.1 lntroducton 155
.2 Rctnys o] Mcrycte 158
.J Perceptons o] the 0recmlcnd Pro]ect 11
.4 lmplcctons ]or 0recmlcnd 12
7. |emorandum of UnderstandIng 164
8. 0etaIled Project Programme 168

Locum ConsultIng
1. ExecutIve Summary
The Project
0reamland wIll be a strIkIng 21st Century attractIon, buIldIng on |argate's unIque herItage
as the fIrst seasIde resort, the locatIon of one of the earlIest seasIde amusement parks,
arguably the bIrthplace of the UK roller coaster and now the home of the oldest survIvIng
roller coaster In the country.
ThIs Is the busIness plan for creatIng thIs attractIon at the famous 0reamIand
amusement park In hargate. t wIll be a natIonaI centre for the preservatIon and
dIssemInatIon of amusement park herItage and cuIture, and be the fIrst stage In
creatIng a natIonaI centre to Interpret and ceIebrate youth street cuIture.
The plans, vIsuals, detaIls of the programme and capItal costs are contaIned In a separate
0esIgn Peport.
Plans for a creatIve approach to the lIghtIng, desIgn, publIc art, and InterpretatIon are
Included In a separate InterpretatIon PIan.
The project wIll create a natIonally sIgnIfIcant cultural centre and vIsItor attractIon In the
heart of |argate that wIll transform the seafront and the town.
t wIll create a unIque experIence of hIgh qualIty that wIll celebrate popular seasIde
culture, of whIch the 0reamland sIte Is a natIonally Important example.
The fIrst phase of the project, to whIch thIs busIness plan largely relates, wIll create a
natIonaI centre for the preservatIon and InterpretatIon of the hIstory of seasIde
amusement parks, In a hIgh quaIIty park envIronment. t wIll be the worId's fIrst
seasIde amusement park dedIcated to cIassIc rIdes.
The centrepIece wIll be a magnIfIcently restored ScenIc PaIIway roIIer coaster, whIch Is
the oldest survIvIng roller coaster In the UK and one of the most hIstorIc and vIsuaIIy
ImpressIve coasters In the worId.
SpecIfIcally the project wIll:
- Create a thrIIIIng theme park from the past.
- Pestore to full workIng order a coIIectIon of hIstorIc amusement rIdes, now In store,
many of whIch are the Iast survIvIng exampIes of theIr type.
- Create a pleasure garden and hIgh quaIIty pubIIc space In the heart of the town.
- ImagInatIveIy Interpret the story of 0reamland, seasIde amusement parks and the
evolutIon of theme park rIdes.
- Pestore the facade and pubIIc face of the LIsted 0reamIand CInema buIIdIng and
the LIsted ScenIc PaIIway.
Locum ConsultIng
- ProvIde a number of new hIgh quaIIty restaurants, bars and retaII outIets In the
centre of the town.
- Undertake safeguardIng works to the audItorIum of the CInema buIldIng.
- CeIebrate the IntangIbIe herItage of popuIar seasIde cuIture In |argate and
0reamland through a varIed programme of events and festIvaIs IncludIng a major
WInter FestIvaI.
- CataIogue currently uncatalogued and largely InaccessIble but sIgnIfIcant coIIectIons
of materIal relatIng to 0reamland, |argate and UK's seasIde amusement.
- ProvIde educatIonaI opportunItIes for local people and those vIsItIng, durIng the
project development and In operatIon.
ThIs project wIll cost about f12.43 mIIIIon.
The core of the fundIng Is antIcIpated to be f4 mIllIon from the Sea Change programme,
matched by f4m and the sIte from the developer through a SectIon 106 agreement (wIth a
vIabIlIty assessment mechanIsm desIgned to capture Increases In value as the enablIng
development progresses, provIdIng further fundIng for later phases when the economy
Improves). The balance wIll be provIded from the HerItage Lottery Fund and other grant
fundIng.
t Is forecast to attract about 700,000 vIsIts a year, about J50,000 of whIch are forecast
wIll Include purchase of a tIcket to go on at least one of the rIdes.
The centre Is forecast to make a sIgnIfIcant operatIng surpIus that wIII be used to fund
the contInuIng deveIopment of the project, IncludIng assIstIng wIth the refurbIshment
and ongoIng revenue costs of the cInema audItorIum.
The project wIll lay the foundatIons for the second phase of the project, whIch wIll
restore the audItorIum of the 0reamland CInema for use as a flexIble, hIgh qualIty 1,000
seat performance venue, as the focus of a natIonaI centre for the ceIebratIon of youth
street cuIture.
The restored audItorIum wIll be an IntegraI part of the 0reamIand attractIon and also a
major attractIon In Its own rIght. t wIll show a large format fIlm tellIng the story of
amusement parks and seasIde holIdays In 8rItaIn.
t wIll contaIn an exhIbItIon of the hIstory of amusement parks and rItIsh seasIde
hoIIdays and cuIture whIch wIll have workIng models and fIlm and wIll be a destInatIon In
Its own rIght. The Trust wIll have a curator who wIll work on developIng thIs exhIbItIon It
wIll evolve In stages, not waItIng for the full phase 2 project.
t wIll also contaIn an exhIbItIon about youth street cuIture and the audItorIum wIll, In
partIcular, host lIve acts that emerged from the many youth fashIons for whIch the UK,
and |argate, are famous. ThIs wIll also start wIthIn the fIrst phase of the project wIth IIve
performances and events that reIated to youth street cuIture takIng pIace In the park
and partner actIvIty wIth Turner Contemporary and other cultural bodIes In the town.
Locum ConsultIng
The restored audItorIum wIll stage a wIde range of lIve performances In addItIon to the
youth street culture acts. The fIexIbIIIty of the audItorIum wIII aIIow It to be used for
many purposes IncIudIng musIc, mIxed performance shows and conferences.
The fIrst phase project as outlIned In thIs busIness plan Is In no respect dependent on the
second phase of the project. t can operate successfully wIthout the audItorIum.Dne of
the maIn advantages of the fIrst phase project, however, Is that It wIII make a major
step towards fIndIng a sustaInabIe use for the whoIe of the cInema. t Is hard to
envIsage a sustaInable use for thIs fIne and much loved buIldIng wIthout the fIrst phase
project takIng place.The park and performance venue wIll occupy about half of the entIre
18 acre 0reamland sIte, much the same as when the park was at Its peak (the rest of the
sIte beIng used for parkIng at the tIme). The rest wIll be developed commercIally for
resIdentIal and leIsure use that wIll provIde an attractIve backdrop and vIbrancy to the
park and provIde a substantIal amount of the fundIng needed to create It.
SavIng, PestorIng and ImprovIng a CuIturaI Icon
0reamland was for many generatIons the premIer amusement park In the south of
EngIand. t was an Icon and Is fondly remembered by people who lIve In |argate and by
many mIllIons of people who grew up In London and the south east. t was celebrated In
words and fIlm. t was emblematIc of a popular seasIde culture that Is fast beIng lost
natIonwIde.
|argate Itself was a premIer holIday destInatIon, especIally for people lIvIng In the South
East. ChangIng tImes mean that It Is no longer so. n common wIth most other UK seasIde
resorts, the steady declIne In Its core busIness has meant that there has not been enough
Investment In the town's offer.
The Impact of thIs has been shown very clearly by a survey undertaken In AprIl 2009 by
7IsIt Kent of people on Its database who had regIstered an "Interest In Kent". Dver J,J00
responses were obtaIned. 2,500 of the respondents had been to |argate. Although many of
them are stIll frequent vIsItors and It Is clear from the research that |argate retaIns a hIgh
appeal, largely because of Its beach, the assessment gIven to the general qualIty of the
offer was poor. Fespondents gave low ratIngs for the range and qualIty of attractIons,
retaIl, and food and beverage. They perceIved It to be cheap, tacky and largely for old
people. People who had vIsIted the town gave It a lower ratIng on almost all measures
than people who had not been there.
The aIm of the 0reamland project Is to redress thIs. It wIII make the amusement park a
star attractIon agaIn but wIth a styIe that Is consIstent wIth the expectatIons that
modern consumers have from theIr IeIsure experIences. t wIll transform the qualIty of
the buIlt envIronment, provIde a major attractIon that Is accessIble and of Interest to a
very large number of people, and address the town's faIlIng In attractIve places to eat and
drInk.
Locum ConsultIng
The new 0reamland wIll be a manIfestatIon of the park that Is as attractIve as any In Its
past.
t wIll mIx classIc features In the form of the restored rIdes and cInema buIldIng wIth
contemporary servIce standards and prIstIne surroundIngs to create an experIence that Is
unIque to the UK.
The restored ScenIc FaIlway and CInema wIll be the centrepIeces.
The ScenIc PaIIway Is the oldest roller coaster In the UK, the fourth oIdest roIIer coaster
In the worId and the thIrd oldest ScenIc FaIlway to survIve from what was an Important
stage In the development of the modern roller coaster. The ScenIc FaIlway was the most
successfuI form of roIIer coaster In the fIrst part of the 20th Century. n the rIde's
natIve USA, where hundreds were buIlt, not one survIves. Dnly two now survIve In the UK
of about 40 buIlt (the other survIvIng example not beIng In Its orIgInal condItIon). The
|argate ScenIc FaIlway was the fIrst amusement rIde In the UK to be afforded statutory
protectIon and though currently fIredamaged Is capable of beIng restored to full workIng
order so that It may be experIenced by rIders as orIgInally desIgned In 1884.
The strIkIng Crade * 0reamIand CInema buIldIng Is archItecturaIIy sIgnIfIcant In the
deveIopment of the desIgn of 130s super-cInemas and Is the most Important buIldIng In
the |argate Seafront ConservatIon Area. t was a celebrated example of Its type when
opened. Dnce restored from Its present sorry condItIon It wIll be major landmark on
|argate seafront agaIn. The seafront wIll be bookended by two great works of
archItecture the 0reamland CInema buIldIng and the new Turner Contemporary Callery.
A Project wIth PassIonate Support
The project Is a refIectIon of a tremendous groundsweII of pubIIc support both wIthIn
hargate and from much further afIeId.
The Save 0reamland CampaIgn (now The 0reamland Trust) was formed In January 200J to
pressure for retentIon of the sIte for amusement park use when It came under threat from
redevelopment for other purposes. t has, sInce that tIme, had a hIgh profIle In the town
and the support of a large part of the communIty.
ThIs has been shown tIme and agaIn and cuImInated In the I 0ream of 0reamIand event
In harch 200 at whIch the pIans for the park were unanImousIy endorsed by 350
members of the communIty and 100 sIgned up to be voIunteers.
The 0reamland sIte was purchased by the |argate Town Centre FegeneratIon Company
(|TCFC) In 2005. |TCFC InItIally proposed that It be used for a mIx of resIdentIal and
leIsureorIentated actIvIty. TheIr consultatIons wIth the publIc showed that there was very
strong feelIng both locally and further afIeld - for retentIon of amusement park use on
the sIte.
Locum ConsultIng
Work took place over the course of 2006 and 2007, on behalf of the 0IstrIct CouncIl and
the owners, to InvestIgate and examIne the feasIbIlIty of dIfferent possIble uses.
From thIs emerged the Idea that, rather than tryIng to recreate a standard modern
amusement park on the sIte, It could accommodate a herItage type "classIc" attractIon
that preserved hIstorIc rIdes and also told the story of seasIde amusement parks and the
8rItIsh seasIde holIday. Not only dId thIs story constItute a major element of the country's
popular culture, one that was not currently told, but the herItage Itself was beIng lost at
an alarmIng rate as seasIde amusement parks were shut down for development, typIcally,
as housIng and/or retaIl. A herItage amusement park could be owned by a charItable trust,
be run for charItable purposes and seek publIc fundIng on that basIs. t would be a world's
fIrst attractIon and one that would be an approprIate settIng for the lIsted ScenIc FaIlway
roller coaster.
As a part of thIs offer, the 0reamland CInema could be restored as a hIgh qualIty feature
of the park and lIve performance venue.
All of the maIn stakeholders - the landowners, the local authorIty, the Save 0reamland
CampaIgn recognIsed the attractIveness of thIs concept and commItted to workIng
together to achIeve It. They have been doIng so and thIs busIness plan Is the result of theIr
partnershIp work.
The generaI Idea has been tested wIth the communIty at varIous poInts by each of the
maIn stakehoIders, IncIudIng by Thanet 0IstrIct CouncII when preparIng theIr LocaI
PIan and a pIannIng brIef for the sIte, by hargate Town Centre PegeneratIon Ltd when
deveIopIng theIr pIans, and by the Save 0reamIand CampaIgn In deveIopIng theIr Ideas.
ThIs consuItatIon has shown on each occasIon that there Is passIonate support for the
project both In the IocaI communIty and from many who IIve further afIeId.
The popularIty of the project has also been tested wIth the general publIc vIa the 7IsIt
Kent survey mentIoned above. ThIs showed an exceptIonally hIgh level of Interest In and
support for the project. 9J thought It would be a good development for |argate, and 78
saId that they would be lIkely to vIsIt It.
A Centre for CeIebratIng Youth Street CuIture
When consIderIng optIons for use of the CInema, the partners agreed that It would make
an Ideal venue for a celebratIon of youth street cuIture.
rItaIn has a unIque and vIbrant cuIture by whIch young peopIe have turned musIcaI
styIes In to a way of IIfe - from the Teddy 8oys of the mIdfIftIes to the Coths and Favers
of today. t Is contInuIng to leave an extremely rIch legacy In musIc, fashIon, photography
and graphIc desIgn. |argate has been assocIated wIth many of them.
ThIs aspect of rItIsh cuIture has been IIttIe expIored, and has In the maIn, been
Ignored by maInstream socIety.
Locum ConsultIng
The entrance front bar of the buIldIng, at pavement level frontIng |arIne Terrace and at
present an amusement arcade, Is a 160 m space wIth level access. In the fIrst phase of
the 0reamIand Project, thIs space wIII be used as the 'shop front' of the deveIopIng
concept and as the poInt of contact for audIence deveIopment. The space wIll host a
rollIng serIes of exhIbItIons relatIng both to the hIstory of the sIte and to the hIstory of
youth led 'street style' across the 8rItIsh sles In the last 60 years. Youth street culture
wIll also be a theme of the cultural programmIng In the park In the fIrst phase.
AnchorIng the PegeneratIon of hargate
WorkIng In partnershIp wIth key stakeholders, Thanet 0IstrIct CouncIl has developed a
clear strategy for the regeneratIon of the town.
t Is grounded In makIng the most of Its naturaI attrIbutes to make It an exceptIonaIIy
pIeasant pIace to IIve, work and vIsIt. TourIsm Is one dImensIon of that, but only as part
of a balanced mIx of cultural actIvItIes takIng place In the town.
0reamIand wIII twIn wIth Turner Contemporary In anchorIng the regeneratIon. They
wIll play the same role as - In a dIfferent context department stores do on eIther end of
a shoppIng mall, brIngIng In vIsItors that then sustaIn a wIde varIety of other busInesses In
between.
They wIII aIso compIement each other, creatIng a crItIcaI mass and breadth of appeaI
that wIII once agaIn make hargate a destInatIon of quaIIty and renown.
CuIture Is seen as pIayIng a centraI roIe In the future of hargate and 0reamIand Is a
key part of that cuIturaI future.
|argate Fenewal PartnershIp has adopted a cultural vIsIon strategy called "CreatIve
|argate" that embraces sIx core themes:
1 A place where culture Is for everyone
2 A place where people come fIrst
J A place wIth stunnIng, InspIratIonal publIc realm
4 A place that Is dynamIc and full
5 A place where past and present hold hands
6 A place of cultural entrepreneurIalIsm and creatIve busIness
0reamland Is one of the IdentIfIed cornerstone capItal Investment projects alongsIde
Turner Contemporary and the Theatre Foyal. t perfectly encapsulates the values of the
cultural vIsIon - a project wIth popuIar appeaI that wIII have a transformatIonaI Impact
on the pubIIc reaIm, embraces the past but In a modern styIe, and Is dynamIc and
IIveIy.
Locum ConsultIng
SpatIally, the regeneratIon strategy for |argate envIsages the town as beIng a "mosaIc",
offerIng a serIes of experIences of hIgh qualIty, each of dIfferent character and appeal but
also synergIstIc wIth each other. The key pIeces of thIs mosaIc are:
- 0reamland - the LIfestyle quarter, wIth resIdentIal, leIsure and vIsItor attractIons;
- The Dld Town - a creatIve quarter wIth gallerIes, restaurants and culture;
- The Sea Front - enhancIng the attractIon of the beach and seasIde experIence;
- The HIgh Street - branded and Independent retaIl.
ConsIderable progress has already been made on makIng the most of the Inherent appeal
of the atmospherIc Dld Town to make It an exceptIonally attractIve cultureorIented
destInatIon. nvestment has been made In the townscape and In nurturIng creatIve
IndustrIes, and the new 0avId ChIpperfIeld desIgned Turner Contemporary gallery Is under
constructIon, scheduled to open In SprIng 2011.
The CouncIl and |argate Fenewal PartnershIp have recognIsed that the next key pIece of
the mosaIc of a more attractIve hargate Is the deveIopment of the 0reamIand sIte (and
the adjoInIng ArlIngton sIte). Together they domInate the sIde of the bay facIng the Dld
Town. The sIte Itself Is domInated by the magnIfIcent art deco, Crade * lIsted 0reamland
CInema buIldIng, and the Crade lIsted ScenIc FaIlway, whIch once formed a key part of
the 0reamland Amusement Park.
The combInatIon of Turner Contemporary, a vIbrant and atmospherIc oId town, the
amusement park of thrIIIIng hIstorIc rIdes and ceIebratIon of youth street cuIture, a
performance venue of the hIghest quaIIty, and the new hoteIs that are In pIannIng, wIII
transform the fortunes of hargate and make It, once agaIn, an exceptIonaIIy attractIve
pIace to IIve, work In and vIsIt.
A True PartnershIp Project
ThIs busIness plan Is the result of all of the maIn stakeholder groups that have an Interest
In the 0reamland sIte comIng together to from the 0reamIand CIIent Croup and workIng
as a team to develop the proposals.
The core members of the 0reamland ClIent Croup are The 0reamIand Trust, whIch
admInIsters the Save 0reamland CampaIgn and wIll own the sIte on completIon of the
phase one project, hargate Town Centre PegeneratIon Company (hTCPC), the current
owners of the sIte, and the hargate PenewaI PartnershIp, representIng the local
authorIty and a wIde range of other publIc sector stakeholder groups, IncludIng the South
East of England FegIonal 0evelopment Agency, EnglIsh HerItage, Kent County CouncIl and
the HerItage Lottery Fund.
They commIssIoned a team of professIonals to develop plans for the park. The team
Includes archItects LevItt 8ernsteIn, who have an outstandIng track record on hIstorIc
Locum ConsultIng
J08127/0C / |H/29/4/09/j08127 dreamland busIness plan 290409.doc Page 1J
buIldIngs and performance venues, and specIalIst theme park desIgner, Jean|arc
ToussaInt.
Dn completIon, the attractIon wIll be managed by a professIonaI vIsItor attractIons
operator on behalf of the Trust, eIther on a leasehold arrangement or management
contract.
VIsItor Pevenue ProjectIons
t Is estImated that the park wIll attract about 700,000 vIsIts annuaIIy, of whIch about
350,000 wIII pay to go on one or more rIdes (people wIll be able to enter the park
wIthout payIng). ThIs Is a relatIvely modest predIctIon by comparIson to other seasIde
amusement parks, IncludIng smaller parks on the south coast.
ThIs Is lIkely to generate revenue from tIcket saIes of about f3 mIIIIon annuaIIy.
n addItIon, there wIll be opportunItIes to generate substantIaI revenue from food and
beverage, not least because the park wIll be south facIng and sheltered and, therefore,
offer Ideal opportunItIes for al fresco dInIng In a pleasant, well maIntaIned envIronment.
ThIs, In combInatIon wIth the tIcket Income, should generate about fJ.J mIllIon net
Income. AnalysIs of expendIture suggests that thIs should enable an operatIng surpIus of
about f600,000 annuaIIy (of whIch a proportIon wIII accrue to the operator).
The park operatIon Itself wIll empIoy 17 fuII tIme staff and about 100 part tImelseasonaI
staff. A sImIlar number agaIn would probably be employed by the food and beverage and
retaIl operatIons.
t wIll create numerous opportunItIes for voIunteerIng whIch would be well suIted to the
communIty In and around |argate because of Its many retIrees and the hIgh level of
Interest that many are lIkely to have In the park.
An IndIcatIve estImate Is that the centre would attract about f8.5 mIIIIon revenue
annuaIIy Into the IocaI economy. ThIs would be expected to create or sustaIn upward of
0 fuII tIme equIvaIent jobs In the IocaI economy.
The operatIng surpIus from the park wIII put the Trust In a good posItIon to proceed
wIth pIannIng and fund raIsIng for the second phase of the park, restorIng the
audItorIum to create the fInest lIve venue In Kent and the centrepIece of the natIonal
centre for youth street culture.
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2. ntroductIon
2.1 Context
Locum ConsultIng was commIssIoned (In 0ecember 2008) by the 0reamland ClIent Croup
(see below) to undertake an AudIence 0evelopment Study and prepare an DutlIne 8usIness
Plan for the proposed herItage amusement park and CInema on the 0reamland sIte In
|argate. ThIs busIness plan wIll contInue to evolve as the plan develops.
The 0reamland ClIent Croup Is comprIsed of the |argate Fenewal PartnershIp; Thanet
0IstrIct CouncIl; |argate Town Centre FegeneratIon Company (|TCFC), the owners of the
sIte; and The 0reamland Trust, representIng people who are concerned to see the sIte
used as an amusement park and wIll have ownershIp of the attractIon; Kent County
CouncIl; EnglIsh HerItage; Arts CouncIl England South East; and South East England
FegIonal 0evelopment Agency.
The PrInce's FegeneratIon Trust Is managIng the feasIbIlIty work on behalf of the
0reamland ClIent Croup.
2.2 The SIgnIfIcance of the SIte
The popular fashIon for headIng to the seasIde for leIsure purposes started three centurIes
ago. t was InItIally lImIted to a few wealthy people In search of cures for theIr aIlments.
0urIng the 19th and 20th centurIes, however, a day at the seasIde came wIthIn the reach
of everyone.
Largely as a consequence of Its sandy beach, Its posItIon and harbour facIlItIes, |argate
emerged as one of the UK's most Important and popular resorts. t attracted mIllIons of
vIsItors each year In Its heyday. There Is detaIl of the hIstory of |argate, and wIthIn It of
0reamland, as a paramount centre of popular culture In AppendIx 2.
The declIne In the tradItIonal 8rItIsh seasIde holIday In the mId to late 20th century,
prompted by IncreasIng propensIty to take holIdays abroad, led to a sIgnIfIcant declIne In
|argate's fortunes. ThIs has been exacerbated by decayIng Infrastructure. The town has
been affected by a vIcIous cIrcle of decreasIng popularIty leadIng to less prIvate and publIc
sector Investment whIch, In turn, has led to poorer facIlItIes and fewer vIsItors.
The performance of the 0reamland Amusement Park and 0reamland CInema has been
entwIned wIth the declIne of |argate as a whole. The declIne In the number of vIsItors
attracted to 0reamland, because of lack of Investment, exacerbated the town's declIne,
and vIce versa.
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Fyure 1: Locaton oj Maryate

SubstantIal efforts have been made In recent years to reverse |argate's fortunes. All of
0reamland ClIent Croup's members have been Involved In thIs regeneratIon drIve. A range
of development InItIatIves are currently beIng pursued In the town. The effectIve use of
the 0reamland sIte Is key wIthIn the wIder regeneratIon context.
The vIsIon for the sIte Is that, when developed, It wIll rejuvenate the heart of |argate by
creatIng a comprehensIve and dramatIc destInatIon for vIsItors and resIdents that lInks the
seafront and town centre and Is synergIstIc wIth the new Turner Contemporary Callery.
FollowIng several years of lImIted Investment, the park closed In Its orIgInal form In 2002.
t was operated by varIous travellIng faIrground operators from 200J to 2006, but wIth
fewer rIdes each season as the rIdes were sold to other parks. t ceased operatIng In any
form at the end of 2006. The 0reamland CInema, whIch had been partItIoned for use as a
cInema and bIngo hall, also ceased tradIng In Dctober 2007.
Consultants workIng on behalf of both of the |argate Fenewal PartnershIp and the owners
of the sIte, |argate Town Centre FegeneratIon Company (|TCFC), worked on possIble
optIons for development of the sIte through the course of 2006 and 2007. |TCFC
organIsed a publIc consultatIon on Ideas for the sIte whIch ran from September 2006 untIl
|ay 2007, culmInatIng In an exhIbItIon of schemes that gave the publIc a chance to say
whIch vIsIon for 0reamland they preferred. ThIs showed a strong preference for retentIon
of an amusement park on the sIte.
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Fyure 2: The town centre context oj the 0reamland ste, Maryate

Source: Levtt 8ernsten
n parallel, the Save 0reamland CampaIgn launched a vIsIon for 0reamland ' 0ream of
0reamland' In |arch 2005. t showed how 0reamland could look If acquIred by one of the
theme park operators that had expressed an Interest In takIng on the entIre sIte and
operatIng It as a modern amusement park.
n the course of thIs work, all three partIes converged upon the Idea of creatIng an
attractIve amusement park In a park lIke envIronment that would preserve hIstorIc rIdes.
The restored ScenIc FaIlway and CInema would be the focal poInts.
The Save 0reamland CampaIgn launched Its proposals for the 0reamland HerItage
Amusement Park on J0 AprIl 2007. They had an exceptIonally favourable response.
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The concept of how the park would fIt wIthIn mIxeduse redevelopment of the whole
0reamland sIte was worked up by the owners, |argate Town Centre FegeneratIon
Company (|TCFC) and Is artIculated In a brochure they have produced (0reamland: A
0evelopment by the |argate Town Centre FegeneratIon Company).
The concept was welcomed by the |argate Fenewal PartnershIp and, specIfIcally, the
local authorIty. A PlannIng 8rIef was adopted for the sIte by Thanet 0IstrIct CouncIl In
February 2008 whIch envIsaged at least 51 of the sIte beIng used for amusement park.
HavIng secured the enthusIastIc support of the owners of the sIte, the local authorIty, and
Its supporters, the leaders of the Save 0reamland CampaIgn establIshed a trust, the
0reamland Trust, to take a lead on delIverIng the park. WIth the assIstance - fInancIal and
otherwIse - of |TCFC, they started to acquIre the last survIvIng examples of rIdes that
were to be demolIshed at the several amusement parks that were closIng down to allow
for resIdentIal and retaIl developments.
2.3 The 0reamIand Trust's VIsIon for the HerItage Amusement Park
The vIsIon for the world's fIrst HerItage Amusement Park Is to Include some of the
remaInIng examples of 8rItaIn's amusement park herItage In a hIgh qualIty parklIke
envIronment around the ScenIc FaIlway.
The lIsted CInema buIldIng wIll also be brought back Into use wIth Internal rIdes, shows,
bars, restaurants and a museum about amusement parks and the story of seasIde holIdays
In |argate and the UK.
The park wIll not be a collectIon of gentle old travellIng faIrground rIdes lIke the 0Ingles
FaIrground HerItage Centre In 0evon, Hollycombe In HampshIre or Folly Farm In
PembrokeshIre, albeIt they are all fantastIc tourIst attractIons In theIr own rIght.
0reamland HerItage Amusement Park wIll be a recreatIon of a large, thrIllIng permanent
seasIde amusement park - most of the rIdes wIll be permanent buIlt structures and are
generally much larger than travellIng faIrground rIdes.
SeasIde amusement parks of the past (Southend's Kursaal, 8lackpool Pleasure 8each,
|argate's 0reamland, 8arry sland Pleasure Park, 8elle 7ue, etc), featured rIdes whIch
were no smaller than the whIte knuckle rIdes of today. n fact, If anythIng, they were
often bIgger structures. |any were equally as thrIllIng. |ost roller coaster experts
consIder the 8obs roller coaster at |anchester's 8elle 7ue (demolIshed In 1971) to have
been the most 'whIte knuckle' rIde ever constructed In thIs country.
Through the last century wooden rIdes were eventually replaced by steel rIdes and seasIde
amusement parks were In some ways replaced by Inland theme parks, wIth one or two
notable exceptIons. 0reamland HerItage Amusement Park wIll brIng back the spectacular
seasIde amusement park of the TwentIeth Century.
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0reamland HerItage Amusement Park's UnIque SellIng PoInt Is effectIvely a "thrIllIng
theme park from the past. An authentIc tradItIonal seasIde amusement park experIenced
In Its correct locatIon".
Fyure 3: Aeral hoto oj 0reamland n ts heyday

Source: The Dreamland Trust
Fyure 4: The 0reamland Scenc Ralway, Maryate

Source: Chris Parker Photography.
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J. 8usIness Plan
Locum has developed a framework for assessIng the vIabIlIty of destInatIonrelated
projects whIch Is Illustrated In the dIagram below. The proposed HerItage Amusement Park
Is examIned In thIs sectIon under each of the headIngs In the framework.
Fyure 5: Framework jor assessny vablty oj destnatons

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3.1 DbjectIves
The maIn objectIves of the project are to:
- Create a successful natIonal centre for preservIng and operatIng hIstorIc amusement
park rIdes and tellIng the story of seasIde amusement parks In the mId 20th Century.
n so doIng, to preserve an Important part of popular 20th century culture that Is
beIng lost rapIdly.
- Festore and ensure the sustaInable long term vIabIlIty of two Important herItage
structures, the ScenIc FaIlway and the 0reamland CInema.
- Create a substantIal and regIonally (possIbly even InternatIonally) sIgnIfIcant famIly
vIsItor attractIon that wIll provIde a facIlIty for vIsItors to |argate and become a
destInatIon In Its own rIght.
- Anchor the regeneratIon of |argate by formIng a focal poInt for a comprehensIve and
attractIve mIxed use redevelopment of both the 0reamland sIte and the adjoInIng
ArlIngton sIte.
- Attract a large amount of vIsItor spend to |argate, workIng synergIstIcally wIth the
Dld Town and Turner Contemporary, and In so doIng creatIng employment and
busIness opportunItIes.
- ProvIde a vIbrant and actIve cultural facIlIty that has great popular appeal.
- Create a natIonal centre for the celebratIon of youth street culture.
3.2 SIte
LocatIon
The 0reamland sIte Is on the seafront, In the centre of |argate. t covers approxImately
18 acres (7.J ha).
t Is essentIally landlocked wIth current boundarIes beIng:
- The 0reamIand CInema and ArIIngton to the northwest and west. The cInema Is the
only part of the sIte on |arIne Terrace, whIch Is the longest stretch of |argate's maIn
seafront promenade. CIven Its locatIon on |arIne Terrace, the 0reamland CInema acts
as an Important 'flag' for the otherwIse landlocked sIte. The ArlIngton resIdentIal,
retaIl and car park development runs along the western boundary of the sIte. The
ArlIngton car park was one of the prIncIpal parkIng facIlItIes for 0reamland when It
was operatIonal (the maIn parkIng area beIng on the sIte Itself, accessIble from
8elgrave Foad). Plans are at a developed stage for the refurbIshment of the ArlIngton
Tower and redevelopment of the sIte, whIch Is not currently In good condItIon. A
PlannIng 8rIef has been prepared by Thanet 0IstrIct CouncIl. t Is envIsaged that there
wIll be a supermarket and a mIdmarket hotel (that wIll be a good fIt wIth the new
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park). The value created by the supermarket wIll allow full refurbIshment of the
ArlIngton Tower, greatly ImprovIng the appearance of the area.
Fyure 6: The current state oj the 0reamland ste

- HaII y The Sea Poad whIch runs along the rear of the buIldIngs on |arIne Terrace
and at Its western end heads north to skIrt the 0reamland CInema. The road was
orIgInally used as the prIncIpal means of accessIng the Amusement Park; vIsItors
passed from the road and underneath the cInema audItorIum through a large sIngle
storey malltype structure that accommodated an array of Indoor amusement
actIvItIes. As a result of a recent fIre, there Is a large aperture towards the western
end of |arIne Terrace that could provIde dIrect access to the 0reamland sIte from
|arIne Terrace and represents a development opportunIty.
- The North Kent PaIIway IIne runs along the entIre southern boundary of the sIte,
provIdIng a soft landscaped backdrop. CIven the elevated run of the raIlway lIne, the
0reamland sIte Is currently vIsIble to IncomIng, outgoIng and throughraIl passengers.
- eIgrave Poad and the resIdentIal terraced propertIes on the road create the eastern
boundary. There Is currently vehIcular access to the sIte In two places along 8elgrave
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Foad and good vIsIbIlIty across the sIte at these access poInts. The ScenIc FaIlway Is
also hIghly vIsIble from thIs perspectIve.
A new road wIll be buIlt, as part of the redevelopment of the sIte. ThIs wIll dIvert traffIc
away from the seafront allowIng a more pedestrIan frIendly envIronment there and a more
attractIve approach to the park.
HIstory
The 0reamland sIte was used as a 'Pleasure Cardens' from the 1800s (Sanger's Hall by the
Sea) and a number of structures survIve from thIs perIod along the current sIte boundary.
The sIte has been used specIfIcally as an amusement park sInce 1920 when John Henry
sles created a park based upon the Luna and 0reamland amusement parks at Coney
sland. 8etween 1920 and eventual closure the park underwent several sIgnIfIcant
changes, IncludIng the constructIon of the 0reamland CInema between 19JJ and 19J5,
under the ownershIp of a number of owners/operators.
t was always, through that perIod, a major amusement/leIsure attractIon and was largely
synonymous wIth people's understandIng of |argate as a prImary seasIde resort.
0reamland has been wIdely celebrated In popular lIterature and documentarIes and there
Is a substantIal element of 'IntangIble herItage' at 0reamland; that Is to say, herItage
whIch Is as much In the popular memory and establIshed reputatIon of the sIte as In Its
survIvIng monuments.
HerItage Assets
The sIte contaIns two major herItage assets that have been recognIsed by desIgnatIon:
- The ScenIc PaIIway, a subtype of wooden rollercoaster, whIch was lIsted as a Crade
hIstorIc structure In 2002. t was the fIrst faIrground rIde In the UK to receIve a
statutory herItage desIgnatIon. The structure has been successIvely repaIred over the
years to ensure Its safe runnIng but, gIven that repaIrs were undertaken wIth
materIals on a strIct lIkeforlIke basIs, the structure was consIdered Intact In Its
orIgInal form untIl a substantIal sectIon of the structure was destroyed by fIre In 2008.
The proposed development scheme assumes the restoratIon of the ScenIc FaIlway to
full workIng order In order that It can form the centrepIece of the HerItage
Amusement Park.
- The 0reamIand CInema Is a Crade * lIsted buIldIng that has been used varIously as a
sIngle audItorIum cInema, a twoscreen cInema (followIng conversIon In the 1970s)
and a bIngo hall. The maIn part of the buIldIng closed In 2007 followIng suboptImal
commercIal performance and the openIng of a new multIplex at nearby Westwood
Cross, although some spaces are stIll used commercIally: an amusement arcade stIll
exIsts In a unIt on |arIne Terrace and a ChInese restaurant Is operated on part of the
fIrst floor of the maIn cInema buIldIng. n addItIon to the Important exterIor and
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InterIor archItectural and desIgn features, the cInema has a Compton Noterman Drgan
whIch Is largely In Its orIgInal condItIon and Is of hIstorIcal Importance In Its own rIght.
The ConservatIon Statement In AppendIx 2 has more detaIl on the hIstory and current
condItIon of the 0reamland herItage assets.
Current Use
The western half of the sIte Is currently InaccessIble to the publIc and comprIses
predomInantly securIty fenced hardstandIng upon whIch Is a mIscellany of low qualIty
sInglestory buIldIngs In a poor state of repaIr, the 0reamland CInema buIldIngs (also
largely InaccessIble to the publIc) and the ScenIc FaIlway.
The eastern half of the sIte Is currently used for pay E dIsplay surface parkIng. A
chIldren's Indoor play facIlIty Is currently accommodated on the northwestern corner of
the sIte abuttIng the 0reamland CInema buIldIngs. The orIgInal 8uffet buIldIng remaIns
towards the south eastern sIde of the sIte.
3.3 Concept
The concept Is to create an attractIon that wIll preserve and Interpret hIstorIc amusement
park rIdes and to use them to create an outstandIng seasIde amusement park In hIgh
qualIty landscaped surroundIngs.
n short, the experIence wIll be a cross between an openaIr museum of the 8rItIsh seasIde
and an excItIng theme park.
t wIll celebrate popular seasIde culture, IncludIng youth street fashIons that have been
assocIated wIth It, In a vIbrant style. t wIll, arguably, be the more attuned to popular
taste than any other herItage attractIon In the country.
The concept Is not a quaInt collectIon of gentle vIntage faIrground rIdes. The rIdes wIll for
the most part be permanent structures, not faIrground rIdes, and wIll be bIgger and more
thrIllIng than those at almost any other seasIde amusement park outsIde of 8lackpool.
They wIll not compete wIth the hItech thrIlls of Thorpe Park, whIch maInly attracts
teenagers - the project aIms to attract a broader, more famIly orIentated market,
especIally the "baby boomer" generatIon that has nostalgIa for the amusement parks of
theIr youth.
The concept Is also not a recreatIon of a fIxed poInt In the past or, more Importantly, a
recreatIon of the somewhat tIred and shabby nature that many seasIde amusement parks
have assumed In the past couple of decades and Is a prImary reason for theIr declInIng
popularIty and that of the towns wIthIn whIch they operate.
The ambIence of the park, as seen partIcularly In the buIlt realm and In the nature and
qualIty of the caterIng offer, Is envIsaged as beIng more In keepIng wIth the standards that
are seen at popular modern theme parks such as Alton Towers and Legoland. t Is seen as
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havIng somethIng of the feel of the perennIally popular and famIly orIentated TIvolI
Cardens In Copenhagen.
t wIll also have a vIbrant cultural offer, provIded by exhIbItIons, entertaInments, events
and hIgh qualIty food and beverage that wIll gIve It maInstream appeal and make It
synergIstIc In qualIty and the type of people It appeals to wIth Turner Contemporary.
The new 0reamland wIll be provIdIng people wIth nostalgIa and, for younger generatIons,
showIng them what theIr parents and grandparents used to get up In theIr youth and how
excItIng the rIdes were In those days, but It wIll be doIng so In an envIronment that
matches the best contemporary standards that people want these days durIng theIr leIsure
tIme.
The qualIty of the buIlt envIronment and the commercIal offer that coexIsts wIth the park
wIll be key to the overall regeneratIon of |argate's seafront.
The project to whIch thIs busIness plan largely relates Involves creatIng the outdoor
amusement park and restorIng the faade, entrance foyer, lower ground park
entrance/mall of the cInema.
Dther areas of the buIldIng that have been used for a number of dIfferent actIvItIes over
the years wIll be restored to accommodate a range of actIvItIes that are capable of
generatIng valuable Income streams.
The former ballroom (runnIng at lower ground and ground level) Is In a dIlapIdated
condItIon and wIll be demolIshed, as wIll the former amusements area (housIng slot
machInes etc) that runs to the south and east of the maIn CInema buIldIng. These areas
wIll form part of the HerItage Amusement Park.
HavIng completed the creatIon of the park, a second phase of the project - whIch Is not
the subject of thIs busIness plan wIll restore the audItorIum to become a flexIble 1,000
seat venue for lIve performance. t wIll be an Integral part of the HerItage Amusement
Park, but wIll also be a destInatIon In Its own rIght.
t Is envIsaged that It wIll have, as a partIcular theme, youth street culture over the last
50 years and Its Influence on fashIon, desIgn and musIc. ThIs wIll feature performance and
exhIbItIons relatIng to the youth fashIons that perIodIcally emerge alongsIde dIfferent
musIcal genres, and whIch have such an Impact on popular culture. ThIs wIll be a
dIstInctIve cultural offerIng that wIll have an excellent fIt wIth the herItage of |argate
and wIth the amusement park.
The vIabIlIty of the herItage amusement park does not depend In any way on the second
phase of the project, but It wIll make the second phase possIble - In other words, fIndIng a
sustaInable use for the audItorIum depends on the creatIon of the herItage amusement
park to gIve It a vIable customer base and fInancIal underpInnIng. WIthout the creatIon of
the herItage amusement park, It Is dIffIcult to ImagIne a sustaInable use for the
audItorIum of the cInema and there Is a hIgh probabIlIty that It would be lost.
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3.4 Product
The IntentIon Is to create a thrIllIng theme park from the past.
0reamland wIll be a vIbrant, excItIng attractIon that celebrates classIc, seasIde theme
park rIdes, roller coasters and theIr herItage. The USP wIll be the focus on preservIng,
InterpretIng and enablIng people to rIde classIc theme park rIdes.
t wIll be a hIgh qualIty outdoor publIc space. t wIll provIde a famIlyfrIendly day out wIth
a wIde varIety of entertaInment for vIsItors of all ages. t wIll have a vIbrant cultural
programme, IncludIng a major WInter FestIval and festIval actIvIty that focuses on youth
street culture.
The scheme has been developed to F8A Stage C (DutlIne 0esIgn) by LevItt 8ernsteIn,
workIng In partnershIp wIth world class theme park specIalIst Jean|arc ToussaInt. TheIr
team has Included QuantIty Surveyor CyrIl Sweett, Structural EngIneer |Ichael 8arclay
PartnershIp, |echanIcal and ElectrIcal EngIneer |ax Fordham LLP, AcoustIcIan Paul
CIllIeron AcoustIc 0esIgn.
The restored sectIon of the cInema facIng the Seafront wIll agaIn be a stunnIng gateway
attractIon to the park. t wIll be occupIed by a selectIon of restaurants, of a qualIty not
currently on offer In |argate. ThIs In Itself wIll do much to redress a central weakness In
the town's amenItIes and vIsItor offer. t wIll offer extensIve seatIng on a south facIng
terrace overlookIng the park that Is lIkely to be, In Its own rIght, a destInatIon.
The audItorIum of the CInema wIll be restored In the second phase of the development of
the HerItage Amusement Park. t wIll provIde an extensIon to the offer In the form of a
fIlm tellIng the story of seasIde amusement parks and exhIbIts. t wIll also have a
programme of lIve shows that are synergIstIc wIth the rest of the park offer, wIth a "youth
street culture". The CInema wIll be a fully flexIble performance venue that wIll also be a
major destInatIon In Its own rIght.
Access to the Amusement Park and 0reamland CInema wIll contInue to be possIble vIa the
tradItIonal route of Hall 8y The Sea Foad and maIn CInema buIldIng entrance respectIvely.
The ScenIc FaIlway wIll be the centrepIece of the Park. t wIll be restored to full workIng
condItIon and offer rIdes of approxImately 4 mInutes duratIon, except In very wet weather
(when, for health E safety reasons, the FaIlway Is unable to operate). The ScenIc FaIlway
wIll have the most vIsual Impact and, In the wInter, the lIghtIng of It wIll create a magIcal
effect that wIll be the centrepIece of the Park's WInter FestIval.
The ScenIc FaIlway wIll be supplemented by a range of other rIdes that have been restored
to meet herItage restoratIon and contemporary health and safety needs and are
ImagInatIvely 'buIltIn' to the park envIronment wIth raIsed queuIng areas, walls, fences
etc. A number of rIdes have already been acquIred by The 0reamland Trust, wIth the
logIstIcal and fInancIal support of |TCFC. They represent a selectIon of semInal examples
of herItage rIdes from the early 20th century to the late 1960s. The schedule of rIdes that
are envIsaged at park openIng Is attached at AppendIx 4.

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Fyure 8: Examles oj rdes that wll be at 0reamland

Clockwse ]rom top le]t: The Ccterpllcr thct hcs been ccqured (photo ]rom
the book 'Plecsurelcnd Memores', courtesy Skelter Publshny); the Whp
ccqured ]rom 8P8; Wld Mouse thct hcs been ccqured (photo ]rom the book
'Plecsurelcnd Memores', courtesy Skelter Publshny); Meteorte thct hcs
been ccqured ]rom 8P8 (photo ]rom the book 'Rdny on Rcnbows', courtesy
Skelter Publshny); Whp, now n storcye ct 0recmlcnd Wcter Chute thct hcs
been ccqured ct Rhyl. 0nless otherwse noted, the photoyrcphs cre courtesy
o] Nck Lcster.
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Clockwse ]rom top le]t: The 1unor Whp thct the Trust hopes to ccqure
]rom 8P8; Wcter Chute cnd Wld Mouse thct hcve been ccqured; Corbere
Wheel thct the Trust hopes to ccqure; Wcter Chute ct 0recmlcnd; Wcter
Chute thct hcs been ccqured n ccton ct Rhyl. 0nless otherwse noted, the
photoyrcphs cre courtesy o] Nck Lcster.
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Clockwse ]rom top le]t: Whp Entrcnce, 6host Trcn ct 0recmlcnd, 6host
Trcn ct 0recmlcnd, 6cllopers ct 0recmlcnd, 6cllopers ct Southport, Helter
Skelter ct 0recmlcnd. The photoyrcphs cre courtesy o] Nck Lcster.
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Jean|arc ToussaInt has prepared a masterplan for accommodatIng the herItage rIdes
across the amusement park sIte. HIs masterplan demonstrates that the requIsIte crItIcal
mass of amusement actIvIty can be accommodated on about 9 acres of the total 18 acre
0reamland sIte - sImIlar In area to what the amusement park occupIed In 0reamland's
heyday.
Each rIde wIll be Interpreted usIng technIques such as vIsual/text panels, audIo vIsual
posts and a varIety of contemporary, InteractIve methods. SImIlar InterpretatIon around
the park wIll tell the story of seasIde amusement parks generally.
The InterpretatIve scope also has excItIng potentIal to develop an events programme and
festIval. The Trust wIll take a leadIng role In dIssemInatIng the story of 8rItIsh seasIde
amusement parks (and 8rItIsh seasIde holIdays) and aIms to establIsh an exhIbItIon In the
second stage of the project.
The fInancIal plan Includes a curator, wIth a supportIng budget. The curator wIll have
responsIbIlIty for buIldIng the archIve, preparIng and dIssemInatIng InterpretatIon
materIal, and developIng the exhIbItIon that wIll feature In the second phase. t Is
envIsaged that the curator wIll be supported by volunteers and that thIs wIll be a prImary
area for engagIng the assIstance of volunteers.
The fInancIal plan also Includes provIsIon for an educatIon offIcer who wIll work wIth the
curator In tellIng the story of amusement parks and seasIde herItage, to both school groups
and general vIsItors.
The work of the curator and the educatIon offIcer wIll Include developIng the youth street
cuIture theme that wIll be a core part of the cultural offer at the park and wIll be an
Important focus of the second phase of the project. They wIll also collaborate wIth Turner
Contemporary on thIs and other projects. Df partIcular sIgnIfIcance, Turner Contemporary
proposes to develop a major exhIbItIon called Teenage to be held In the gallery In Its fIrst
year of openIng (2011). t wIll enable dIfferent generatIons to explore and share theIr
experIences of beIng a teenager. There are sIgnIfIcant opportunItIes to collaborate wIth
Turner Contemporary and exploIt the synergIes between Teenage and the youth street
culture programme at 0reamland.
Fyure 11: Archves relatny to seasde amusement arks
The NatIonal FaIrground ArchIve (NFA), whIch Is held at the UnIversIty of SheffIeld holds a
unIque collectIon of materIal coverIng all aspects of the lIfe and culture of travellIng show
people, but also Includes materIal on the hIstory of all forms of popular entertaInment
IncludIng materIal specIfIcally relatIng to hIstorIc amusement parks and rIdes.
n addItIon to usIng thIs materIal as a resource that wIll Inform the repaIr, restoratIon and
replIcatIon of hIstorIc rIdes, the materIal can also be used as a resource to develop
InterpretatIon of the rIdes In the Park and also dIsplays wIthIn the herItage InterpretatIon
centre.
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There Is also a range of other archIve materIal and memorabIlIa held at a number of
locatIons IncludIng: 8lackpool Pleasure 8each; 0esIgn ArchIve, UnIversIty of 8rIghton;
NatIonal |onuments Fecord; County Fecords DffIces; Local Study CollectIons; Kennywood
and the NatIonal Amusement Park HIstorIcal AssocIatIon archIves In the USA.
The 0reamland Trust and |argate |useum (currently closed and facIng an uncertaIn
future) also hold a range of potentIally relevant materIal.
All thIs materIal wIll be used as a reference source to develop an InterpretatIon centre (In
the second stage of the project) whIch wIll Include:
- A small permanent exhIbItIon on the 8rItIsh seasIde holIday, amusement parks and
0reamland (featurIng an array of objects, relIcs, memorabIlIa, fIlms, dIgItal archIve
materIal);
- Study Fesource Centre;
- Workshop/performance space;
- Dral hIstory archIve whereby current and former |argate resIdents share theIr
personal experIences of 0reamland, |argate and the 8rItIsh seasIde holIday.
The park wIll be a compellIng place to spend tIme, even for those people who do not want
to go on rIdes. t wIll be attractIvely landscaped and wIll represent a pleasant envIronment
wIthIn whIch to stroll, sIt and generally relax. There wIll be walkways/paths, soft
landscapIng and attractIve seatIng and pIcnIckIng areas. 0reamland Amusement Park, at
Its zenIth, offered a green welllandscaped park envIronment. t wIll be returnIng to thIs
herItage from the harsh, tarmac domInated landscapIng of Its latter lIfe.
LevItt 8ernsteIn have proposed a contemporary reInterpretatIon of "early modernIsm" to
the desIgn of the park. Not only Is thIs In keepIng wIth the herItage of the park, It wIll be
both fresh and "classIc" In feel. t wIll create an ambIence that wIll dIstInguIsh the park
from all other amusement parks In the country.
An establIshed desIgn theme wIll also provIde opportunIty for local creatIvIty and
InnovatIon. PublIc realm spaces, sIgnage and decoratIon wIll be managed to Incorporate
publIc art, local creatIve talent and local school chIldren.
The expectatIons of vIsItors to vIsItor attractIons have become IncreasIng sophIstIcated,
and the park wIll reflect that. t wIll, In partIcular, offer extensIve opportunIty for al
fresco eatIng and drInkIng. 8eIng south facIng, sheltered and a secure envIronment, It Is
Ideal for doIng so.

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Fyure 12: Early modernsm" style that wll be a jeature oj the ark

Fyure 13: Archtectural vson oj the south elevaton oj the 0reamland
cnema buldny

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Fyure 14: Possble Rado Staton at 0reamland
K|F| Thanet (part of the Kent |essenger Croup), based In ClIftonvIlle, have expressed
consIderable Interest In relocatIng theIr studIos to 0reamland. Clearly a hIghprofIle
locatIon that Is so closely assocIated wIth lIve musIc and youth culture would represent an
Ideal studIo base that would be 'vIsIble' (glazed studIo and summer outsIde broadcasts) to
the 0reamland CInema buIldIng vIsItors thereby addIng to the buzz of the venue. K|F| are
lookIng at securIng new Income streams and the potentIal for them to be Involved In event
actIvIty at 0reamland would represent a compellIng proposItIon. There Is a precedent for
such a development In Southend where the local radIo statIon moved last year Into a
purposebuIlt facIlIty as part of the Adventure sland amusement park complex thIs has
been successful and represents somethIng of a focal poInt along Southend's seafront.
Access 8 Tcketny / Securty
FollowIng the tradItIon of seasIde amusement parks, there wIll be no charge for enterIng
the park. People wIll only pay to go on rIdes. ThIs Is logIcal In a seasIde resort envIronment
where there Is a large amount of passIng trade and It makes sense to encourage Impulse
purchase and also secondary spend on food and beverage and retaIl.
t also means that 0reamland wIll be lIke a publIc park for resIdents of |argate and vIsItors
to the town.
t wIll also more effectIvely serve the Park's educatIonal role and not lImIt access to those
who may be fInancIally dIsadvantaged.
Charges for rIdes wIll be made through a combInatIon of wrIst bands, whIch offer
unlImIted rIdes for a day, and tokens, whIch allow vIsItors to go on IndIvIdual rIdes. As
wIth other theme and amusement parks, the wrIst band prIces wIll vary between peak and
off peak perIods and wIll be lower for chIldren than for adults. They wIll be sold from
kIosks located around the park.
Some areas of the Park wIll be secured out of hours. t Is envIsaged that most of the rIdes
wIll be operatIonal from Easter through to the end of the Dctober half term. The central
pIazza area, wIth Its chIldren's rIdes, cafs and restaurants, wIll be open all year round.
The sIte, especIally the ScenIc FaIlway, wIll be beautIfully IllumInated at nIght and Is
envIsaged as the hub of qualIty orIentated evenIng actIvIty In the town. t Is envIsaged that
It wIll have a partIcularly strong ChrIstmas offer and wIll become a major ChrIstmas
destInatIon (Paulton's Park In the New Forest Is a good example of thIs - It has a grotto
attractIon that Is a major revenue earner).
Contnuny 0evelopment
A core mIssIon of the park wIll be to conserve and dIsplay rIdes that are under threat,
especIally those that add an extra dImensIon to the park's offer. There wIll be suffIcIent
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space In the park for It to steadIly Increase the range of rIdes that are on offer. ThIs
process wIll be the equIvalent of modern amusement parks addIng rIdes year by year to
keep In the offer "fresh". n 0reamland's case, dIsplay of the restoratIon of the rIdes wIll
be part of the experIence.
As mentIoned above, as soon as the 0reamland Trust has achIeved completIon of the fIrst
phase of the project, It wIll move on to the second development phase, restoratIon of the
audItorIum to become a top qualIty performance venue and natIonal centre for the
celebratIon of youth street culture.
3.5 harket
t Is antIcIpated that the park wIll attract a greater dIversIty of markets than Is normally
the case wIth theme/amusement parks.
FamIlIes wIll be a core audIence. The park wIll have enough crItIcal mass of rIdes, and
excItement In those rIdes, to attract famIlIes wIth older chIldren, and wIll also provIde a
safe, clean and welcomIng envIronment, wIth a selectIon of rIdes for younger chIldren,
that wIll appeal also to younger famIlIes.
8y contrast to most amusement parks, however, It wIll also have consIderable appeal to an
older audIence, especIally the baby boomer generatIon that constItutes the IncreasIngly
large and Important "empty nester" demographIc segment. The park wIll appeal to theIr
nostalgIc InstIncts because many of them wIll have been on holIdays or day trIps to seasIde
resorts, IncludIng |argate, and many of them wIll have vIsIted 0reamland Itself. t wIll do
so, however, In a style that Is In keepIng wIth current lIfestyle preferences. For many of
them, It wIll form an attractIve combInatIon wIth Turner Contemporary or, certaInly, the
ambIence of the Dld Town - |argate wIll offer a heady mIx of culture, herItage, nostalgIa,
fun, and good food and drInk.
There Is consIderable sIgnIfIcance In beIng able to brIdge the gap between these two
audIences. Dnly about a thIrd of households natIonally have chIldren In them, and that
proportIon Is declInIng. t Is even less In the area around |argate - only about a quarter of
households wIthIn J0 mInutes drIve of |argate have chIldren In them. The communIty In
|argate Itself Is relatIvely elderly and chIld free.
The empty nester market, by contrast, Is both growIng and has a hIgh level of
dIscretIonary spend.
The park wIll also attract herItage vIsItors and amusement park/faIrground enthusIasts.
Amongst them wIll, unquestIonably, be enthusIasts from abroad. t wIll have sImIlarIty In
thIs respect to herItage raIlways, a key dIfference beIng that It wIll be the only one of Its
type In the UK, possIbly the world.
8ecause there wIll be no charge for entry to the sIte, It Is lIkely that a large proportIon of
people who are In |argate for day trIps wIll vIsIt the park. ThIs Is Important In consIderIng
the rIsk factor. Nearly all seasIde amusement parks are able to rely on a certaIn level of
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core busIness sImply because, by theIr nature, seasIde towns attract large numbers of
vIsItors, especIally when the weather Is nIce, and those people look for thIngs to do.
SImIlarly, the Increased range of attractIons offered wIthIn |argate - of whIch 0reamland
wIll be one of the most sIgnIfIcant - should Increase the number of day vIsItors to the
town.
t Is also lIkely that a large proportIon of local people wIll use the park regularly, even If It
Is just for meetIng people and socIalIsIng. They wIll be attracted by the frequent cultural
actIvIty there.
ThIs wIll make the park a cultural and recreatIonal hub and wIll have an Important Impact
In terms of generatIng secondary spend, especIally from food and beverage.
3.6 hanagement
The current owners of the sIte have agreed that they wIll transfer ownershIp of the area
that wIll be occupIed by the HerItage Amusement Park and the 0reamland CInema to the
0reamland Trust. The |emorandum of UnderstandIng agreed by the partners Is attached
at AppendIx 7.
The charItable objects of 0reamland Trust as stated In the proposed Trust 0eed are:
(a) to promote the use of all or some of the land known as 0reamland as an area
desIgnated as an amusement park for recreatIon and leIsuretIme occupatIons.
(b) to advance educatIon by raIsIng awareness of the hIstorIcal value of the ScenIc
FaIlway, sItuated wIthIn the area of land known as 0reamland and the amusement park
rIdes and attractIons acquIred
(c) to preserve the herItage of amusement park rIdes and attractIons by acquIrIng them
and locatIng them on the sIte known as 0reamland for the benefIt of the general publIc.
(d) to promote regeneratIon In the central area of |argate known varIously as the seafront
or the promenade area between the Clock Tower and the FaIlway StatIon and Its envIrons.
The |emorandum and ArtIcles, to be produced wIth legal advIce, wIll extend these objects
and Incorporate the Crade * cInema project and the Crade LIsted |enagerIe cages.
There are two routes open to the 0reamland Trust In terms of how they manage the sIte -
to run It themselves, whIch Is common practIce In such sItuatIons, or to contract the
operatIons to another organIsatIon, eIther through a management contract or lease
arrangement, both of whIch are also common practIce.
8ecause runnIng an amusement park has a certaIn level of complexIty, the Trust favours
contractIng the operatIon of the park to a specIalIst operator.
A number of operators wIth a proven track record In successfully operatIng amusement
parks have already expressed an Interest In runnIng the park, although no formal
marketIng has been undertaken. NIck LaIster of the 0reamland Trust (who works as
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plannIng consultant to several UK theme parks and other vIsItor attractIons) has contacted
a number of operators that he works wIth to test InItIal market Interest. He has confIrmed
that there Is enthusIastIc Interest In operatIng a herItage amusement park at 0reamland.
The operators contacted represent a mIx of attractIon operator types, IncludIng major
natIonal attractIon operators, herItage attractIon operators, seasIde amusement park
operators and faIrground operators.
The Trust wIll retaIn control of strategy. t wIll decIde what actIvItIes and tenants are
approprIate for the sIte and wIll ensure that the conservatIon, educatIonal, and
InterpretatIve aspects of Its mIssIon remaIn to the fore.
t Is also lIkely that most of the caterIng and retaIl elements of the park and the cInema
wIll be contracted or leased to specIalIst operators. CaterIng and retaIl concessIons wIthIn
the outdoor area of the park Itself may be run by the park operator, but It Is lIkely that
unIts In the cInema buIldIng, whIch wIll be an Integral part of the offer and wIll be a
destInatIon In theIr own rIght, wIll be leased to specIalIsts who can provIde the requIsIte
qualIty.
3.7 DperatIonaI and Pevenue FInance
The profIt and loss projectIons made In thIs busIness plan suggest that the park should be
able to generate a comfortable surplus and should not requIre an operatIng subsIdy
(assumIng that the full capItal costs are met from grant and the trust does not, therefore,
have any borrowIngs).
The fInancIal sectIon of thIs busIness plan Is based on the assumptIon that the Trust
operates the park Itself. n practIce, however, It wIll, as dIscussed above, probably lease
the park to an operator and also lease the restaurant and retaIl spaces to specIalIsts.
The trust wIll use any surplus whIch It generates to Invest In pursuIt of Its charItable
objectIves, whIch wIll Include the delIvery of the second phase of the project (the
conversIon of the audItorIum of the cInema Into a performance venue and natIonal centre
for the celebratIon of youth street culture).
A detaIled fInancIal plan has not been prepared for the full conversIon of the cInema Into
a performance venue because It Is premature at thIs stage. ProfessIonal advIce on the
subject was, however, sought from Stephen HetherIngton, an expert In performance
venues. He advIsed that It was unlIkely that the cInema would be able to operate
Independently wIthout an operatIng subsIdy. ThIs Is one of the maIn reasons for treatIng
the audItorIum as a second phase project - It wIll allow tIme to be sure that the park wIll
be able to generate a surplus that wIll cover the costs of the performance venue and/or to
secure revenue fundIng. ConvertIng the audItorIum at the same tIme as doIng the rest of
the park would create a substantIal element of fInancIal rIsk at thIs stage to what Is,
otherwIse, a relatIvely low rIsk proposItIon.
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As stated above, the herItage amusement park wIll not depend on the restoratIon of the
audItorIum, although the restoratIon of the audItorIum wIll be a hIghly attractIve future
addItIon to the park. The restoratIon of the audItorIum does, however, depend on the
herItage amusement park.
3.8 randIng and harketIng
The brandIng of the attractIon wIll reflect the vIsIon of creatIng a classIc amusement park,
featurIng hIstorIc rIdes whIch have been restored to mInt condItIon, In an envIronment of
hIgh contemporary standard.
As descrIbed above, the "classIc modernIsm" theme of the desIgn of the park wIll be a
core part of the brand and gIve It a dIstInctIve and fresh qualIty.
8ecause of Its fame and resonance, 0reamland wIll remaIn the prImary name of the
attractIon.
The strap lIne used to descrIbe It wIll be akIn to the "NatIonal HerItage Amusement Park"
or "ClassIc Amusement Park" or "ThrIllIng Theme Park from the Past".
The fInancIal plan Includes a substantIal budget for marketIng and PF that wIll enable the
park to maIntaIn a hIgh profIle across Its maIn markets.
3. StakehoIder CommunIty Support
The proposed herItage amusement park has an exceptIonal level of support from the
communIty In |argate.
The local communIty has demonstrated a clear preference for the retentIon of amusement
park use on the sIte.
ThIs was made evIdent by the local response to the Save 0reamland CampaIgn, the
response to a serIes of publIc consultatIon exercIses undertaken by the CouncIl between
200J and 2007, the response to the publIc consultatIon programme that was undertaken by
the owners of the sIte, by a publIc event held In |argate on 15 |arch and by a separate
stakeholder consultatIon event on 16 |arch 2009 at whIch the plans were put to a wIde
range of stakeholders and they were InvIted to dIscuss them In detaIl.
ThIs consultatIon Is summarIsed In more detaIl In AppendIx 5.
The project also has commItment from all the maIn stakeholder organIsatIons on whIch It
wIll depend. ThIs plan has been prepared on behalf of a partnershIp that Involves the maIn
stakeholder groups:
- The |argate Fenewal PartnershIp whIch Includes Thanet 0IstrIct CouncIl, EnglIsh
HerItage, HerItage Lottery Fund, Kent County CouncIl, and the South East of England
FegIonal 0evelopment Agency, Covernment DffIce of the South East and the Homes
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and CommunItIes Agency. The proposed scheme was presented to the board of the
PartnershIp In |argate on 6 |arch 2009, whIch warmly endorsed It.
- |argate Town Centre FegeneratIon Company, the owners of the sIte.
- The 0reamland Trust, whIch has evolved from the Save 0reamland CampaIgn and Is
ready to take a long lease on the sIte and to lead Its transItIon to the natIonal
herItage amusement park.
All of these stakeholders have contrIbuted to thIs plan.
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4. AudIences
ThIs sectIon of the plan analyses the market sectors from whIch 0reamland wIll attract Its
audIences and upon whIch vIsItor forecasts can be made. t also assesses the barrIers that
mIght deter audIences from vIsItIng the park and how the park wIll address them.
4.1 SocIo-0emographIc Issues
There are two fundamental socIo demographIc changes that are of partIcular ImplIcatIon
for 0reamland - the ageIng of socIety and Its IncreasIngly mIddle class nature.
4.1.1 The CrowIng Importance of Empty Nesters and SIngIes
The proportIon of the populatIon represented by older people Is expandIng at the expense
of those who are younger. ThIs Is beIng drIven by greater longevIty and the baby boomer
generatIon (those born between 1946 and 1964) movIng through the age groups.
The 45-54 age group wIll grow by 11 over the perIod 2006-2011. There are currently a
thIrd fewer over 60s than young adults (20-29). 8y 2020, the numbers wIll be equal and by
20J0, over 60s wIll outnumber young adults by 20. The 20-J4 age group Is forecast to
declIne sIgnIfIcantly In numbers: by 2011 It wIll have fallen by about 15 from 2006
1
.
The Impact of thIs growth In the thIrd age and retIred groups wIll be an Increase In the
number of people wIth free leIsure tIme. These groups are also lIkely to prefer moderate
journey tImes, parkIng access, plenty of onsIte servIces, or servIces wIthIn close proxImIty.
They wIll have dIfferent expectatIons, however, than the current generatIon In retIrement
who grew up In the austerIty years of the 19J0s and 1940s. |any of them wIll remember,
wIth some affectIon, seasIde holIdays taken In places lIke |argate In theIr chIldhood, but
wIll have spent theIr adulthood takIng holIdays In more exotIc places.
About 28 of households now have chIldren lIvIng wIth them, whIch Is not much more than
the proportIon of "thIrd age" households.
Fyure 15: Adult oulaton oj Enyland and Wales by lje staye
Life stage Description
% of
population
Pre-/no family aged under 45 who are not parents 28%
Family any age with at least one child aged under 16 still at home 27%
Third age aged 45-64 with no children aged under 16 25%
Retired aged over 65 with no children aged under 16 20%

Source: UK National Statistics

1
, PreFamIly LeIsure Trends, UK, 2000
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FamIly groups are, however, a dIsproportIonately valuable tourIsm segment because they
take more trIps and spend more.
Around 15 of adults are In the prefamIly stage. ThIs group has a hIgh dIsposable Income
and propensIty to spend It.
Altogether, around 20 of adults In England and Wales are sIngle.
4.1.2 The IncreasIngIy mIddIe cIass nature of EngIand's popuIatIon
The A8 and C1 socIo economIc groups expanded by almost 12 and 10 respectIvely
between 20012006. They now represent about 55 of the populatIon of England and
Wales.
Fyure 16: Crowth oj AC1 seyment oj adult oulaton oj Enyland 8
Wales
2001 2003 2006 (est) 2009 (proj) 2011 (proj)
% change
2001-06
% change
2006-11
AB 11,400,000 12,100,000 12,700,000 13,100,000 13,500,000 12 6
C1 13,000,000 13,800,000 14,400,000 14,900,000 15,100,000 10 5
C2 10,300,000 10,100,000 10,300,000 10,400,000 10,400,000 0.1 0.5
D 8,300,000 8,000,000 8,000,000 7,900,000 7,900,000 -4 -0.6
E 4,900,000 4,400,000 4,000,000 4,500,000 4,500,000 -11 4
Total 48,000,000 48,000,000 49,000,000 51,000,000 51,000,000 3.7 3.2

Fyure 17: Proorton oj oulaton by soco economc yrou
2001 2003 2006
(est)
2009
(proj)
2011
(proj)
AB 24% 25% 26% 26% 26%
C1 27% 29% 29% 29% 30%
C2 21% 21% 21% 20% 20%
D 17% 17% 16% 15% 15%
E 10% 9% 8% 9% 9%

ThIs essentIally means that for almost any destInatIon to be successful these days, It needs
to have appeal to a mIddle class audIence. There are very few successful destInatIons that
do not. The faIlure to adapt In tune wIth thIs basIc shIft In the nature of socIety Is the root
cause of the problems that most resorts have experIenced.
Turner Contemporcry cnd the reyenercton o] the Dld Town n Mcrycte wll yve the town
cppecl to c brocder cudence. 0recmlcnd wll clso hcve cppecl to those cudences, but
wll clso hcve cppecl to trcdtoncl C0E cudences n Mcrycte.
Locum ConsultIng
4.2 PotentIaI VIsItors from Home
4.2.1 LocaIs
|argate Is In a relatIvely Isolated locatIon at the eastern end of Kent. There Is, however, a
sIzeable communIty wIthIn easy reach that would consIder 0reamland to be "local" to
them.
Thanet 0IstrIct Is the easterly poInt of Kent, surrounded by the sea on three sIdes. t has
128,000 resIdents, about 9 of Kent's populatIon.
The communIty Is relatIvely elderly. Just 56 of the populatIon are of workIng age,
compared to 60 In Kent and 62 In the South East and Creat 8rItaIn.
The economIcally actIve populatIon Is proportIonally lower than In Kent and the regIon
(76, 80 and 82 respectIvely).
Although the sIngle largest area of employment Is as managers, professIonals and assocIate
professIonal occupatIons (40), there are quIte hIgh proportIons of people employed In
sales/customer servIces, personal servIces, machIne operatIves and elementary
occupatIons In comparIson wIth Kent and the South East.
Just 2J have hIgher qualIfIcatIons compared to 26 In Kent, J1 In the regIon and 27 In
Creat 8rItaIn. About 16 have no qualIfIcatIons at all, compared to 12 In Kent and 10 In
the South East.
The average annual earnIng In Thanet Is fJ,900 less than Kent's and f4,800 less than Creat
8rItaIn's.
The most local of vIsItors to the park wIll be those who lIve In |argate Central ward, In
whIch 0reamland Is located. t has 4,700 resIdents. ts economIc profIle Is one of
deprIvatIon and low economIc actIvIty In comparIson wIth Thanet and Kent as a whole. Df
the workIngage populatIon, 69 are economIcally actIve, 5pts less than Thanet as a
whole. The employment profIle Is skewed more than Thanet's towards the personal
servIces, sales, machIne operatIves and elementary occupatIons. The majorIty, however,
are employed In skIlled trades, assocIate professIonal and managerIal occupatIons. Just 9
of the populatIon has hIgher level qualIfIcatIons, compared to 1J In Thanet and 20 In
Creat 8rItaIn. 46 of the populatIon of the ward has no qualIfIcatIons at all (compared to
J6 natIonally).
4.2.2 Kent
Kent covers |argate In the East to TonbrIdge In the West, and Lydd In the South to
Cravesend In the North. There are 1.4 mIllIon resIdents In Kent (c. 16 of the South East's
populatIon).
Locum ConsultIng
Some 60 are economIcally actIve, whIch Is broadly In lIne wIth the regIonal and natIonal
averages (both 62).
ApproxImately 80 of the workIngaged populatIon Is economIcally actIve, whIch Is slIghtly
hIgher than the country as a whole but slIghtly lower than the South East.
The majorIty of the populatIon are employed In managerIal, professIonal, admInIstratIve
and skIlled occupatIons (66), but It Is a lower proportIon than the regIon as a whole
(70).
Dver a quarter of the populatIon has hIgher level qualIfIcatIons, whIch Is slIghtly lower
than the natIonal average and sIgnIfIcantly lower than the regIonal average ( (J1 and 27
respectIvely). 12 have no qualIfIcatIons (10 for the South East).
The average annual gross pay for workers In Kent Is approxImately f24,500 compared to
f25,400 In the South East and f2J,400 for Creat 8rItaIn.
4.2.3 0rIve TIme AnaIysIs
The maIn day vIsIt market Is lIkely to lIve wIthIn about 90 mInutes of |argate (although It
Is dIffIcult to be precIse about thIs because thIs extends Into London and to the |25, the
presence of both of whIch Is lIkely to encourage vIsIts from more than 90 mInutes).

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J08127/0C / |H/0avId Ceddes/J08127 0reamland 8usIness Plan 290409.doc Page 44

The analysIs has segmented the populatIon Into three drIve tIme zones, one for J0
mInutes, 60 mInutes and another for 90 mInutes.
The populatIons In each band have been segmented usIng the ACDFN market segmentatIon
system. ACDFN dIvIdes the populatIon Into fIve 'categorIes', 17 'groups' and 56 'types',
wIth each level provIdIng an IncreasIng amount of detaIl on the lIfestyle, demographIc and
characterIstIcs of that segment.
2

As wIth all statIstIcal analyses, there Is a certaIn level of Inaccuracy attached to the
IndIvIdual fIgures and the more detaIled the analysIs the less relIable the fIgures become.
However, the overall pIcture of the catchment's populatIon whIch the followIng analysIs
presents, and the relatIvItIes to the UK average profIle (represented by an Index of 100),
gIves a detaIled ImpressIon of the potentIal market for 0reamland.
PrImary Catchment: 0-30 hInute 0rIve-tIme
The prImary catchment Is up to a J0 mInutes drIve tIme away from 0reamland and covers
the whole of Thanet and extends to WhItstable In the west and 0eal In the south. The
populatIon Is estImated at 280,000 people.
The populatIon profIle Is relatIvely old. Dver one fIfth of the populatIon Is over the age of
65, whIch Is hIgher than the other catchments and. Dnly about a thIrd Is between the age
of 15 and 44. Nearly three quarters of households do not have chIldren.
The populatIon Is prImarIly whIte. The sIngle largest employment category Is managerIal
and senIor offIcIal posItIons, wIth 14 of the populatIon employed In such roles. Almost an
equal proportIon, however, Is employed In elementary occupatIons (1J).
AccordIng to the ACDFN market segmentatIon, a hIgh proportIon - J9 of the
catchment's populatIon Is classIfIed as 'Comfortably Dff'. WIthIn thIs category, there are
two groups represented above the natIonal average: 'Settled SuburbIa' (Index nearly three
tImes the natIonal average) and 'Prudent PensIoners' (double the natIonal average). These
groups comprIse of empty nesters / retIred older couples wIth reasonable dIsposable
Income and comfortably off retIred pensIoners clustered around seasIde towns.
The other category whIch has a slIghtly hIgher Index In comparIson to the natIonal average
Is 'Wealthy AchIevers'. Dnly one group wIthIn thIs category Is represented above the
natIonal average, the 'Affluent Creys' who agaIn are empty nesters and retIred couples,
tend to lIve In rural areas and have tIme and money to enjoy lIfe.
ThIs suggests that the catchment Is moderately affluent and has a sIgnIfIcant number of
empty nesters and retIred couples. They may apprecIate the nostalgIc appeal of the
herItage amusement park concept.

2
0efInItIons of the ACDFN classIfIcatIons can be found In AppendIx 2. All of the followIng fIgures
are from ChrIs |orton AssocIates, usIng CAC nSIte software.
Locum ConsultIng

Secondary Catchment: 30-60 hInute 0rIve-tIme
The secondary catchment extends to Canterbury, 0over, Folkestone, Ashford, Chatham
and Fochester.
About 770,000 people lIve In that band, of whIch a fIfth are under the age of 15 and nearly
a half are under the age of J4. t Is a sIgnIfIcantly younger age profIle than the prImary
catchment area.
Although the ethnIc profIle Is predomInately whIte, there are a number of other
ethnIcItIes represented wIthIn the catchment IncludIng ndIan (1) and other ethnIc orIgIn
(1.1).
The occupatIonal status of the catchment's populatIon Is more strongly clustered around
the hIgher end occupatIons such as managers, professIonal, technIcal and assocIate
professIonal occupatIons than the prImary catchment, although approxImately the same
proportIon Is employed In elementary occupatIons (1J);
Nearly a fIfth of the households have two or more dependent chIldren although the most
common household type Is stIll one wIthout chIldren.
Three ACDFN categorIes are sIgnIfIcantly overrepresented In thIs catchment:
'Comfortably Dff', '|oderate |eans' and 'UnclassIfIed'. ThIs catchment Is not as affluent
as the prevIous one.
Each of the groups wIthIn the 'Comfortably Dff' category are over Indexed here, whIch
means that a sIgnIfIcant sectIon of the catchment are 'StartIng Dut', 'Secure FamIlIes',
'Settled SuburbIa' and 'Prudent PensIoners'. Also there are hIgh concentratIons of 'Post
ndustrIal FamIlIes' and '8lue Collar Foots', both of whIch are tradItIonal blue collar areas
prevIously supported by heavy Industry and manual labour occupatIons. ncomes for thIs
group are moderate. Although there may be some pockets of deprIvatIon most have
moderate lIfestyles.
TertIary Catchment: 60-0 hInute 0rIve-tIme
The tertIary catchment Includes 8rentwood, FedhIll, Sevenoaks, TunbrIdge Wells and Fye
and has a populatIon of about 2.27 mIllIon.
The demographIc profIle of the tertIary catchment Is broadly sImIlar to the secondary
catchment wIth regard to age profIle, occupatIons and households wIth/wIthout chIldren.
The ethnIc profIle Is slIghtly more representatIve of the country as a whole (I.e. 8|Es
IncreasIngly represented, In partIcular 8lack CarIbbean, 8lack AfrIcan, 8lack Dther and
ChInese).
The ACDFN profIle Is sImIlar to the secondary catchment, wIth a hIgh concentratIon of
'Comfortably Dff' and '|oderate |eans', but there are also hIgh concentratIons of
'Wealthy ExecutIves' and 'FlourIshIng FamIlIes', who lIve In wealthy hIgh status suburban
Locum ConsultIng

semIrural areas, are well educated and have the money and space to enjoy very
comfortable lIfestyles or lIve In commuter areas, generally famIly areas, enjoy the
countrysIde and juggle jobs and famIlIes.
The other group whIch appears In the catchment Is the '8urdened SIngles', who are sIngle
adults, who tend to be employed In routIne manual occupatIons, have low levels of Income
and consequently lIttle dIscretIonary spend.
Further AfIeId
The 90 mInute band extends Into South East London. There are lIkely to be sIgnIfIcant
addItIonal markets that are further Into south London. Also, the |25 motorway provIdes a
lInk to North and West London and down |otorway corrIdors such as the |2J and the |J.
t Is lIkely that sIgnIfIcant numbers of day trIppers wIll make use of these connectIons from
further afIeld than 90 mInutes.
4.2.4 Current Performance
The South East
Although there was a NatIonal 0ay 7IsIts Survey In 2005, the prevIous survey, In 2002-200J,
showed better comparIson between regIons. t estImated over 800 day trIps
J
made
annually to the regIon, 5J mIllIon of them to the coast (more than any other regIon).
Kent
An estImated 4048 mIllIon tourIsm day trIps were taken In Kent In 2006
4
. ThIs hIghlIghts
Kent's appeal as a daytrIp destInatIon because of Its close proxImIty and good access from
London. The majorIty of the day trIps were to urban destInatIons, wIth only 16 made to
the coast.
Thanet
t Is estImated that there were 2.J mIllIon day vIsIts made to Thanet In 2006, whIch Is
around 5 of all the day trIps made to Kent as a whole. Total day trIp spend In Thanet was
estImated at around f72.6 mIllIon In 2006.

J
0ay trIps refers both to domestIc and overseas vIsItors, who are stayIng In another locatIon or
travellIng from home.
4
Source: EconomIc mpact of Kent 2006, 7IsItKent8usIness.co.uk
Locum ConsultIng

The 2006 data does not Include spend by area. Df the 2.2 mIllIon day trIps In 200J, the
majorIty were made to coastal locatIons, although thIs only accounted for about a thIrd of
total spend. The largest categorIes of spend were caterIng and shoppIng (4J and J1
respectIvely).
Fyure 19: Trs and Send by Locaton n Thanet 2003
Trips Spend
Urban 884,000 32,354,000
Rural 134,000 3,293,000
Coastal 1,220,000 18,495,000
Total 2,238,000 54,142,000

Source: The Economic Impact of Tourism in Thanet 2003
hargate
The |argate 0estInatIon 8enchmark 7IsItor Survey from 2004 Is the latest dIrect vIsItor
survey, although a lot of up to date detaIled InformatIon about vIsIts to |argate and the
perceptIons of vIsItors has been secured from the 7IsIt Kent survey In AprIl 2009 - the
results of that are summarIsed In AppendIx 6 . The 2004 7IsItor Survey pre dates the fInal
closure of 0reamland, although the park was beIng operated by a travellIng faIrground
operator.
0ay vIsItors accounted for about 80 of |argate vIsItors In 2004, wIth around two thIrds
havIng travelled from home (67) and 14 stayIng In another destInatIon.
Fyure 20: Purose oj 0ay Vst to Maryate, 2004
Purpose % of visits
Holiday 90%
Business 0%
VFR 6%
Study 0%
Other 4%

Source: Margate Destination Benchmarking Visitor Survey 2004
CaterIng was the bIggest Item of spend, accountIng for about 60 of the money spent In
the town (excludIng travel). Spend on attractIons averaged at just f1.22 per head.
Fyure 21: Exendture oj 0ay Vstors n Maryate, 2004
Average Spend
Catering 5.69
Shopping 3.77
Attractions 1.22
Travel 2.78
Average Total 13.47

Locum ConsultIng

0ay vIsItors stayed on average around 5 hours In |argate.
|argate was attractIng people dIsproportIonately from the C2, 0 and E socIo economIc
categorIes (60 In total).
Fyure 22: Soco-Economc Classjcaton oj all Vstors to Maryate 2004
Acorn
Classification
%
AB 11%
C1 30%
C2 41%
DE 18%

The average sIze of a vIsItor group was 2.8. 0omestIc vIsItors tended to have orIgInated
from other parts of Kent and Creater London, wIth a few from Essex.
Fyure 23: 0ryn oj 0omestc Vstors to Maryate, 2004
Origin
%
Kent 39
Greater London 26
Essex 5
Middlesex 3
Surrey 3
Hertfordshire 2
Scotland 2
Other 20

The age of vIsItors varIed across all age ranges, although there was a slIght emphasIs to
the 25-44 age categorIes. ChIldren aged 0 to 15 constItuted nearly a fIfth of vIsItors In
2004.
There was a hIgh rate of repeat vIsItatIon. FourfIfths of those surveyed had vIsIted on at
least one occasIon before and 9 had been recommended to |argate by a frIend or
relatIve.
As descrIbed In AppendIx 6, the 7IsIt Kent survey has shown very clearly the advantages
and dIsadvantages of |argate as a destInatIon currently. t Is stIll seen as an Inherently
attractIve place to vIsIt because, largely, of Its beach and Its accessIbIlIty. t Is poorly
rated, however, for the qualIty of Its attractIons, the qualIty and cleanlIness of the buIlt
realm and the welcome, the qualIty and range of shops and restaurants.
Locum ConsultIng

4.3 PotentIaI VIsItors from a HoIIday ase
A second core market, In addItIon to day vIsItors, wIll be people who vIsIt whIle they are
on holIday In the area or are stayIng wIth frIends or relatIves (I.e. "StayIng 7IsItors").
4.3.1 StayIng VIsIts In the South East from the UK
About 18 mIllIon trIps were made to the South East In 2007 from elsewhere In the UK.
Fyure 24: Volume oj 0omestc Vstors to the South East n Comarson to
0ther Reyons, 2007
Region Trips (millions) % of Trips
South West 20.46 20%
South East 17.86 18%
North West 13.04 13%
East of England 10.57 10%
Yorkshire 10.35 10%
London 10.14 10%
West Midlands 8.4 8%
East Midlands 7.37 7%
North East 3.64 4%
Total 101.83 100%

Source: Visit Britain, United Kingdom Tourism Survey 2007
These 18 mIllIon trIps resulted In about 50 mIllIon nIghts beIng spent In the regIon In 2007.
These vIsItors spent about f2.J5 bIllIon. The average length of stay was 2.8 days. The
regIon Is largely a short stay destInatIon, whIch Is reflected In the average spend per trIp
(f1J0) beIng the lowest of all regIons.
The sIngle most common purpose for vIsItIng the South East In 2007 was for a holIday,
closely followed by vIsItIng frIends and relatIves (7FF)
5
. 8usIness tourIsm accounted for
14 of all trIps to the regIon. The proportIon of 7FF tourIsm In the South East Is the
hIghest of all the regIons wIth 28 of trIps made for thIs purpose.
The profIle of domestIc vIsItors In the South East In 2007 shows that they are typIcally In
the A8C1 socIoeconomIc classIfIcatIon (72).Although there Is a faIrly even spread of age
groups, there Is a clear peak In the J544 band (I.e. domInated by young famIlIes).

5
The statIstIcs are somewhat deceptIve because many people who are stayIng wIth frIends and
famIly are recorded as beIng on holIday. They are allocated accordIng to a judgement about theIr
motIvatIon but, In realIty, few of them are lIkely to be stayIng In that locatIon but for the presence
of theIr frIends or relatIves.
Locum ConsultIng

4.3.2 StayIng VIsIts In the South East from Dverseas
The South East was the second most popular regIonal destInatIon for overseas vIsItors In
2007
6
wIth 4.4 mIllIon trIps (London had 15.J mIllIon). ThIs Is 14 of all overseas vIsIts to
England.
t also had the second hIghest number of nIghts and spend wIth 15 of all overseas nIghts
spent In the regIon and 11 of England's total overseas expendIture spent In the regIon.
As In the domestIc market, the most common reason for vIsItIng was for 7IsItIng FrIends
and FelatIves (7FF) 7FF tourIsm also accounted for about 14 mIllIon nIghts and f458
mIllIon spend, or 25 of all overseas spendIng In the regIon.
Fyure 25: Volume and Value oj 0verseas Vstors to the South East 2002 -
2007
2002 2003 2004 2005 2006 2007
Holiday Visits (000) 998 903 1,083 1,156 1,062 1,220
Nights (000) 6,567 5,898 6,099 6,387 7,185 7,435
Spend (m) 287 270 274 331 337 337
Business Visits (000) 962 898 994 1,098 1,107 1,104
Nights (000) 4,054 3,561 4,278 5,070 5,020 5,143
Spend (m) 424 366 472 455 544 544
VFR Visits (000) 1,244 1,334 1,404 1,454 1,604 1,704
Nights (000) 10,610 11,805 12,373 14,210 14,913 14,392
Spend (m) 340 375 389 388 436 458
Study Visits (000) 192 176 160 145 160 143
Nights (000) 5,518 4,799 5,131 4,408 5,321 3,035
Spend (m) 250 209 218 196 236 179
Other Visits (000) 300 279 305 291 385 297
Nights (000) 2,083 2,307 3,396 2,611 3,535 2,382
Spend (m) 100 75 113 100 127 83
Total Visits (000s) 3,696 3,590 3,946 4,144 4,317 4,468
Total Nights (000s) 28,831 28,371 31,277 32,686 35,974 32,387
Total Spend (m) 1,400 1,295 1,467 1,470 1,679 1,578

Source: International Passenger Survey
4.3.3 StayIng VIsIts to Kent from the rest of the UK
t Is estImated that there were about 4 mIllIon trIps to Kent from other parts of the UK
that Involved at least one nIght's stay In 2006.
7

6
Source: The nternatIonal Passenger Survey, an ongoIng survey of vIsItors to the UK that Is
carrIed out at major gateways.
7
EconomIc mpact of Kent 2006, 7IsItKent8usIness.co.uk
Locum ConsultIng

The number of vIsIts to Kent by UK resIdents appears to be In declIne. The statIstIcs
IndIcate that vIsIts fell by about 100,000 from 200J
8
and the number of nIghts also fell
margInally, although there was a f525m rIse In expendIture between 200J and 2006.
Fyure 26: Volume 8 Value oj 0omestc Toursm n Kent 2003- 2006
2003 2006
Trips (millions) 4.1 4
Nights (millions) 12 11.9
Spend (m) 503 525

Source: Economic Impact of Tourism in Kent 2006
The sIngle most common reason for vIsItIng Kent was for a holIday
9
(52) followed by
8usIness (28). HolIday and 7IsItIng FrIends and FamIly trIps have experIenced the largest
declIne over the past few years. |edway was the maIn destInatIon for domestIc stayIng
vIsIts.
Fyure 27: Purose oj Stayny 0omestc Trs to Kent, 2006
Purpose % of Visits
Holiday 52
Business 28
VFR 16
Study 0
Other 4
Total 100

7IsItors on holIday accounted for 5J of the total domestIc expendIture In 2006.
Fyure 28: Send by Purose oj Stayny 0omestc Vstors n Kent, 2006
Purpose % of Spend
Holiday 53
Business 18
VFR 24
Study 0
Other 5
Total 100


8
t Is lIkely, however, that thIs Is a result In changes In the way In whIch the maIn natIonal
tourIsm survey, the UK TourIsm Survey, was undertaken rather than a real declIne.
9
The data can be mIsleadIng In that many people who say that they are on holIday are actually
stayIng wIth frIends and relatIves. t Is unlIkely In many cases that they would be vIsItIng the area If
they could not stay wIth those frIends or relatIves.
Locum ConsultIng

4.3.4 StayIng VIsItors to Kent from Dverseas
n 2007, Kent was the most popular county In the South East for overseas vIsItors to stay
In. Kent also has proportIonally the largest number of nIghts.
Fyure 29: 0strbuton oj Stayny 0verseas Vstors n the South East,
2007
Nights Spend
000 % m % m %
Kent
870 2.6 5.5 2.2 218 1.4
Oxfordshire
630 1.9 4.0 1.6 243 1.5
Surrey
620 1.9 4.8 1.9 214 1.4
Berkshire
600 1.8 3.7 1.5 223 1.4
East Sussex
600 1.8 4.7 1.9 242 1.5
Hampshire
550 1.7 4.2 1.7 174 1.1
West Sussex
500 1.5 3.2 1.3 137 0.9
Buckinghamshire
310 1.0 2.0 0.8 111 0.7
Isle of Wight
50 0.1 0.3 0.1 16 0.1
South East Total
4,470 13.6 32.4 12.9 1,578 10.0
Staying Visits

Source: International Passengers Survey
There were about 780,000 overnIght trIps by overseas vIsItors to Kent In 2006, a small
Increase of 1 from 200J. Dverseas stayIng vIsItors are estImated to spend an average f45
per day, accountIng for f240m total spend.
Fyure 30: Volume and Value oj Stayny 0verseas Toursm n Kent 2003-
2006
2003 2006
Trips (millions) 777,000 780,000
Nights (millions) 5.2 5.3
Spend (m) 232 240

HolIday and 7FF each accounted for about a thIrd of all overseas vIsIts. Canterbury was
the maIn destInatIon for overseas stays.
Fyure 31: Purose oj Stayny 0verseas Trs to Kent, 2006
Purpose % of Visits
Holiday 33
Business 21
VFR 34
Study 5
Other 7
Total 100

Locum ConsultIng
J08127/0C / |H/0avId Ceddes/J08127 0reamland 8usIness Plan 290409.doc Page 5J

Fyure 32: Send by Purose oj Stayny 0verseas Vstors n Kent, 2006
Purpose % of Spend
Holiday 23
Business 20
VFR 29
Study 18
Other 10
Total 100

4.3.5 Cross-ChanneI TourIsts
A CrossChannel TourIsm Study was conducted between June 2005 and June 2006
10
In order
to understand the volume, value and trends of users of the crosschannel connectIons and
IdentIfy opportunItIes for the future.
t IdentIfIed 14 mIllIon trIps are made across the Channel usIng the Eurostar, 0over ferry
routes and Eurotunnel and 11 mIllIon trIps If the Eurostar routes are excluded. 80 of the
trIps, however, orIgInated In the UK and are not a sIgnIfIcant potentIal market.
Df the 11 mIllIon trIps whIch pass through Kent, 79 of users travel through Kent wIthout
stoppIng whIlst 8 stop for a day vIsIt and just 7 stay for more than one day. The survey
found that:
- The maIn attractIons to vIsItors are the countrysIde, hIstory of the regIon and the
coast;
- Df those that do stay In Kent, the majorIty stay wIth frIends and relatIves;
- Just 17 of the nonUK vIsItors to Kent are vIsItIng attractIons In the regIon.
The majorIty of users of the crosschannel routes orIgInate from the countIes close to the
routes e.g. NordPas de CalaIs or sle de France.
Users tend to have an older age profIle and are lIkely to be vIsItIng frIends and relatIves.
4.3.6 StayIng VIsIts In Thanet from the rest of the UK
There were approxImately 412,000 stayIng vIsIts to Thanet In 2006, representIng about
1.14 mIllIon nIghts and f59m spend.

10
Study prepared by Arkenford Ltd for Kent County CouncIl and ComIt FgIonal de TourIsme Nord
Pas de CalaIs, January 2007
Locum ConsultIng

Fyure 33: Volume 8 Value oj 0omestc Stayny Vstors to Thanet 2006
2003 2006
Trips 411,000 412,000
Spend (m) 54 59

AccommodatIon and caterIng were the largest categorIes of expendIture.
Fyure 34: reakdown oj 0omestc Exendture n Thanet 2006
Type Value (m) %
Accommodation 20.1 34%
Retail 8.3 14%
Catering 13.1 22%
Attractions 6.7 11%
Travel 11.1 19%
Total 59.3 100%

The 2006 data does not Include purpose of trIp. n 200J, nearly 70 of the trIps to Thanet
were for a holIday
11
, one fIfth for 7FF and busIness trIps accounted for less than 10.
Fyure 35: Purose oj 0omestc Stayny Vstors n Thanet, 2003
Purpose
Trips (in
Thousands) % of visits
Holiday 283 69%
Business 38 9%
VFR 83 20%
Other 7 2%
Total 411 100%

The spendIng of these vIsItors totalled about f54 mIllIon. HolIday leIsure vIsItors
contrIbuted most of thIs.
Fyure 36: Send oj Stayny 0omestc Vstors by Purose n Thanet, 2003
Purpose Spend % of spend
Holiday 39,506,000 72%
Business 7,059,000 13%
VFR 6,721,000 12%
Other 1,552,000 3%
Total 54,838,000 100%


11
Although, because of the way that survey responses are recorded, many of these could have
been stayIng wIth frIends or relatIves.
Locum ConsultIng

4.3.7 StayIng VIsIts In Thanet from Dverseas
There were approxImately 86,500 overseas stayIng vIsItors to Thanet In 2006, or 11 of the
total stayIng market of Thanet. Thanet was the second most popular dIstrIct for overseas
vIsItors wIthIn Kent and the majorIty come for holIday, 7FF and studyIng.
Fyure 37: Volume 8 Value oj 0verseas Stayny Vstors to Thanet 2006
2003 2006
Trips 86,000 86,500
Spend (m) 29 30

ShoppIng and accommodatIon accounted for about 60 of all expendIture by overseas
vIsItors.
Fyure 38: reakdown oj Exendture jor Stayny 0verseas Vstors n
Thanet, 2006
Type Value (m) %
Accommodation 8.3 28%
Retail 9.2 31%
Catering 5.5 18%
Attractions 4.7 16%
Travel 2.4 8%
Total 30.1 100%

ApproxImately J0 of Thanet's overnIght expendIture comes from the overseas market.
Fyure 39: Purose oj Stayny 0verseas Vstors n Thanet, 2003
Purpose
Trips (in
Thousands) % of visits
Holiday 39 45%
Business 8 9%
VFR 17 20%
Other 4 5%
Study
18
21%
Total 86 100%

Locum ConsultIng

4.3.8 StayIng VIsItors In hargate
The |argate 0estInatIon 8enchmark 7IsItor Survey In 2004 suggested that stayIng vIsItors
to |argate tend to come from the older age groups
12
, wIth 40 beIng over 65 years old In
2004.
The majorIty (70) stayed In servIced accommodatIon (hotels and guest houses), wIth 27
stayIng wIth frIend or relatIves. The maIn purpose for vIsItIng |argate was for a holIday.
Fyure 40: Purose oj the Stayny Vstor n Maryate, 2004
Purpose % of visits
Holiday 90%
Business 0%
VFR 8%
Study 2%
Other 0%

AccommodatIon was the sIngle largest Item of expendIture, wIth caterIng second. The
average total spend of stayIng vIsItors to |argate In 2004 was fJ7.
Fyure 41: Exendture oj Stayny Vstors n Maryate, 2004
Average Spend
Accommodation 21.32
Catering 8.14
Shopping 4.92
Attractions 1.39
Travel 1.19

4.4 EducatIonaI Croup harket
School groups are an Important market for vIsItor attractIons and are a part of the possIble
market for 0reamland, albeIt they wIll not be a sIgnIfIcant source of Income.
SIgnIfIcant changes have affected the school vIsIts market In recent years. They Include
IncreasIng regulatIon and legIslatIon on educatIonal trIps. Teachers are becomIng
IncreasIngly cautIous about organIsIng trIps as they carry lIabIlIty for the safety and
welfare of the chIldren In theIr care. These Issues are exacerbated at secondary school
level, where classbased actIvIty Is prIorItIsed. There Is lIttle evIdence, however, that the
average number of school day trIps Is fallIng and the majorIty of teachers stIll seem to
thInk that they are a valuable undertakIng.
1J

12
|argate 0estInatIon 8enchmarkIng Survey, 2004
1J
The Schools \sts Mcrket Chcnye or 0eclne, PhIl Keeley, |arch 2004.
Locum ConsultIng

4.4.1 SchooIs and PupIIs In Kent and hedway
There are over 800 schools In |edway and Kent. |ost are prImary schools. Nearly 100 are
Independent schools.
There are about 2J0,000 school pupIls In Kent, of whIch 48 attend prImary school, 4J
are at secondary school and 8 at ndependent schools.
Fyure 42: Number oj Schools and Puls n Kent and Medway, 2006
Primary Secondary Special Independent Primary Secondary Special Independent
Medway 86 19 4 7 22,456 20,388 464 1,533
Kent 470 103 31 92 110,190 98,948 2,964 18,365
Total 556 122 35 99 132,646 119,336 3,428 19,898
Number of Schools Number of Pupils

Source: DfES School Statistics, 2006
Schools In Thanet are, obvIously, the prImary educatIonal market for 0reamland. There
are 47 schools, wIth 12,000 pupIls, In the dIstrIct. There are three ndependent schools In
Thanet accordIng to the ndependent Schools CouncIl.
Fyure 43: Number oj Schools and Puls n Kent and Medway, 2006
Primary Secondary Special Independent Primary Secondary Special Independent
Thanet 31 11 5 0 7,261 4,388 366 0
Total 31 11 5 0 7,261 4,388 366 0
Number of Schools Number of Pupils

Source: DfES EduBase and Kent County Council
Df relevance to the proposed restoratIon of the cInema as a performance venue, three
maIn hIgher and further educatIon InstItutIons In the vIcInIty of |argate offer musIcbased
courses.
- Canterbury ChrIst Church UnIversIty
- UnIversIty for the CreatIve Arts
- UnIversIty of Kent
4.5 arrIers to Access
The table below outlInes potentIal barrIers to access at 0reamland and how It Is envIsaged
that the park wIll lower them. t Is dIvIded Into sIx categorIes: PhysIcal and Sensory,
ntellectual, Cultural and SocIal, and FInancIal.

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No. Challenge/Barriers Situation Market Segments Affected Potential Remedy
PHYSCAL AN0 SENSDFY
1 CettIng to the sIte by traIn |argate StatIon Is a short walk
from the sIte. ServIces to London
are to be upgraded and wIll allow
much quIcker access for many
people lIvIng In that dIrectIon.
ServIces to places that are more
westward are less convenIent and
people are lIkely to drIve from
there.
All those vIsItors that have
relatIvely easy access to the
raIl network.
The qualIty of the raIl servIces wIll
feature In the marketIng actIvIty.
The traIn operators wIll be maIn
marketIng partners.
2 CettIng to the sIte by bus There Is a loop servIce through
Thanet that wIll connect the park
to a hIgh proportIon of local
resIdents and also to vIsItors
stayIng In other parts of the
dIstrIct (especIally Famsgate and
8roadstaIrs, where there Is
sIgnIfIcant vIsItor
accommodatIon).
All those lIvIng or stayIng
wIthIn a reasonably tIght
travel dIstance.

J CettIng to the sIte by car The |2 and dual carrIageway
A299 leads dIrectly Into the town.
0reamland Is ImmedIately vIsIble
on entry to the town and there
are already brown sIgns In place.
The majorIty of potentIal
vIsItors.

4 ParkIng 750 spaces wIll be reserved In the The majorIty of potentIal The major developments and

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development of the rest of the
park for vIsItors to 0reamland. t
wIll be attractIve and secure
parkIng.
The town currently has
oversupply of car parkIng spaces,
but dIrectIons to approprIate car
parks are not good.
vIsItors. changes to the access routes Into
the town centre wIll provIde the
opportunIty to Install a proper
parkIng InformatIon system that
wIll guIde vIsItors to optImal car
parkIng place for them.
5 PhysIcal access to the outsIde
area of the herItage park by
those wIth restrIcted
movement.
There Is an InclIne from the
seafront Into the sIte.
People wIth restrIcted
mobIlIty.

6 PhysIcal access to the rIdes by
those wIth restrIcted
movement
mobIlIty.
Access to the rIdes wIll be 00A
complIant, although the rIdes
themselves wIll be restrIcted by
theIr desIgn.
7 PhysIcal access to the cInema
buIldIng.
Currently can only be accessed up
staIrs.
mobIlIty.
The stage 1 refurbIshment of the
front sectIon of the buIldIng should
Include InstallatIon of a lIft that
wIll allow access to all areas of the
buIldIng wIthout confrontIng staIrs.
8 People may be deterred from
vIsItIng the town and
0reamland by the poor vIsual
appearance of Its surrounds.
The neIghbourIng ArlIngton sIte Is
In poor condItIon and Is
unattractIve. The seafront
promenade Is also tIred.
All potentIal vIsItors. There Is a credIble and delIverable
scheme (even gIven current
economIc condItIons) for
redevelopIng the ArlIngton sIte,
whIch wIll greatly Improve the

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context of 0reamland. The
constructIon of the new road wIll
take traffIc away from the seafront
and make It consIderably more
pleasant. The restoratIon of the
seafront facIng sectIon of
0reamland CInema wIll, In Its own
rIght, greatly Improve the qualIty
of the sIte and the seafront.

NTELLECTUAL
1 |akIng people aware that the
park Is not just a conventIonal
amusement park.
The brandIng and posItIonIng of
the Park wIll make It clear that It
Is about preservIng hIstorIc rIdes
and tellIng the story of seasIde
amusement parks.
All potentIal vIsItors. Ensure that there Is suffIcIent
budget for marketIng and that
there Is a hIgh profIle launch
campaIgn. Cenerate publIcIty
durIng the work to create the park
and restore the ScenIc FaIlway.
2 TellIng the story of seasIde
amusement parks and of
hIstorIc rIdes In an InterestIng
manner on sIte.
There wIll be InterpretatIon
around the sIte that wIll make It
easy and entertaInIng for people
to learn about seasIde
amusement parks, IncludIng whIle
they waIt to go on rIdes.
Photographs and fIlm from the
past wIll be a central feature of
the themIng of the park. t Is
envIsaged that thIs would be
All vIsItors. |ake ImagInatIve InterpretatIon a
feature of the park and one of Its
hIghlIghts. The fact that the park
wIll be concentratIng on 20th
century herItage means that there
Is much fIlm and photographIc
herItage that can be used to do
thIs In a partIcularly appealIng way
that does not detract from the fun
of an amusement park.

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consIderably enhanced In Stage 2
of the project (restoratIon of the
audItorIum). n partIcular, It
would have a large format fIlm
show about seasIde amusement
parks and probably an
accompanyIng exhIbItIon wIth
artefacts.
J TellIng the story of seasIde
amusement parks and of the
preservatIon of hIstorIc rIdes
to people who are not
physIcally present.
The 0reamland Trust wIll be
takIng a leadIng role In the
conservatIon and InterpretatIon
of amusement park herItage. ts
websIte, whIch Is already hIghly
InformatIve and Is accessed by
large numbers, wIll become a
major conduIt for thIs.
Everyone In the world who
has an Interest In 20th
Century socIal and cultural
hIstory, and especIally those
wIth an Interest In seasIde
resorts, seasIde amusement
parks, and amusement park
rIdes.
Ensure that there Is enough
resource and focus on buIldIng thIs
InterpretatIve role.
4 The educatIonal nature of the
attractIon may not be well
enough attuned to the
NatIonal CurrIculum to attract
school vIsIts.
PrImary schools are the maIn
markets for school vIsIts to
herItage attractIons and are seen
as beIng the maIn schools market
for 0reamland.
0reamland wIll be such a central
part of the herItage and IdentIty
of the communIty that It Is lIkely
to form an attractIve proposItIon
for prImary schools In teachIng
Local StudIes.
Schools In and around
Thanet.
The Trust wIll work wIth specIalIsts
to develop a programme that has
dIrect fIt wIth, In partIcular, Key
Stage 2 study unIts.
ThIs wIll Include educatIonal
resource materIal that wIll explaIn
to chIldren how 0reamland played
a central role In the way that the
town developed.
t wIll also use explanatIons of how
the rIdes work to demonstrate

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basIc prIncIples of physIcs.
CULTUFAL AN0 SDCAL
1 7IsItor research In |argate
suggests that A8C1 socIo
economIc groups are relatIvely
less lIkely to vIsIt the town
than C20E segments. They
may feel that the park Is of a
conventIonal type that Is "not
for them".
Turner Contemporary and the
Investments made In the Dld
Town are lIkely to make a
substantIve dIfference to the
Image of the town and make It
Inherently more attractIve to
A8C1 segments
A8C1 groups. They are hIghly
represented In the
catchment area, especIally
J0 mInutes to 60 mInutes
from the sIte.
The style of the park, Its ambIence
and the qualIty of the food and
beverage offer that Is assocIated
wIth It are all Intended to gIve the
park appeal to a broad audIence.
The herItage dImensIon Is lIkely to
be of partIcular Interest to these
segments.
2 C20E segments may feel that
0reamland has been
"gentrIfIed" and Is no longer
for them.
There wIll be no fInancIal barrIers
to entry. The qualIty of the
envIronment Is lIkely to be
attractIve to most people of all
socIo economIc status - there Is
no obvIous reason why It should
be a deterrent.
C20E segments - core
audIences for |argate
currently.
Ensure that the offer Is populIst In
nature.
FNANCAL
1 The cost of usIng the sIte may
be prohIbItIve.
The busIness plan assumes that
there wIll be no charge for
admIssIon to the sIte. There wIll
be charges for the rIdes but there
wIll be a selectIon of prIces. ThIs
wIll be unlIke tIcketed theme
parks lIke Alton Towers whIch
have a sIngle admIssIon charge.
All potentIal vIsItors.
J08127 0reamland 8usIness Plan 0PAFT

4.6 ConcIusIons
- t Is lIkely that the day vIsItor market wIll be a core part of the audIence for the
attractIon. |argate Is In a faIrly Isolated locatIon. About 1.1 mIllIon lIve wIthIn a
drIve of about 1 hour, wIth a further 2.J mIllIon In the next J0 mInutes. These are not
partIcularly substantIal numbers. The large London market Is only slIghtly further
afIeld, however. For many potentIal vIsItors, 0reamland wIll form one of the reasons
why they wIll choose to vIsIt |argate, alongsIde the beach and the Dld Town. UnlIke
Inland themes parks lIke Alton Towers, the destInatIon wIll be a combInatIon of the
park, Its restaurants and bars, and the resort as a whole. CIven that the town already
attracts large numbers of vIsItors, thIs makes the rIsk factor assocIated wIth attractIng
vIsItors less than Is often the case.
- Kent Is successful as a day trIp destInatIon. The appeal of coastal places to take a day
out remaIns hIgh. There should be a substantIal market for a product that has popular
appeal In an attractIve seasIde locatIon.
- The populatIon as a whole Is ageIng, and the local market Is relatIvely elderly. The
proposals for 0reamland reflect thIs fundamental shIft In the nature of socIety by
provIdIng an amusement park offer that has appeal to young and old alIke.
- The local market Is reasonably substantIal, albeIt It Is not exceptIonally prosperous
and It Is relatIvely elderly. FelatIvely hIgh concentratIons of Empty Nesters, FetIred
Couples and Affluent Creys In the |argate regIon lend support to the potentIal
nostalgIc appeal of the herItage amusement park. They wIll provIde an excellent pool
of volunteers for the herItage amusement park, and 0reamland wIll provIde an
Important socIal functIon by provIdIng that opportunIty.
- 7IsItIng FrIends and FamIlIes Is a very Important part of the tourIsm pIcture In the
area. The HerItage Theme Park wIll probably be an attractIve proposItIon for a day
out for a large part of thIs market.
- Kent Is a key destInatIon for the overseas market to the South East. ThIs can partly be
attrIbuted to the crosschannel connectIons In Kent. The herItage angle of 0reamland
could be a good product fIt sellIng a classIc EnglIsh experIence to the overseas
market. n combInatIon wIth Turner Contemporary, It wIll gIve |argate a crItIcal mass
of attractIons that wIll have sIgnIfIcant appeal to tourIsts from across the Channel.
- As a focal part of the local communIty for many generatIons, the herItage amusement
park can provIde a useful educatIonal facIlIty, especIally for prImary school chIldren
doIng local studIes. The rIdes can also be used to demonstrate, In an InterestIng
manner, basIc prIncIples of physIcs.

5. Comparable/CompetIng AttractIons
5.1 UK Amusement Parks
FIgure 44 shows the annual vIsItor numbers and entry prIces for the major amusement
parks In the UK as derIved from the annual survey attractIons by the natIonal tourIsm
agency, 7IsIt8rItaIn.
8lackpool Pleasure 8each and 8rIghton PIer attract the most people, around 5 mIllIon
annually. TradItIonally, they do not charge for entry to the sIte (8lackpool Introduced a f5
entry fee In 2008). 7IsItors can eIther purchase wrIst bands, whIch gIve them unlImIted
rIdes, or tokens, whIch allow them to take IndIvIdual rIdes.
The major modern "thrIll" rIde amusement parks such as Alton Towers, ChessIngton and
Thorpe Park attract around 1.52 mIllIon annual vIsItors. They have a dIfferent prIcIng
model, chargIng a sIngle prIce that allows entry to all rIdes (thIs accounts for the major
dIfference between the admIssIon numbers that they quote and those quoted by the lIkes
of 8lackpool Pleasure 8each and 8rIghton PIer). They charge entry fees over f20 per
person.
Fyure 44: UK amusement ark attractons, 2006
Attraction Visitors
Adult Day Pass
(High Season Adult 2009)
Blackpool Pleasure Beach 6,000,000 30 (incl. 5 entrance fee)
Brighton Pier 4,500,000 Free entry
Alton Towers 2,000,000 29
Chessington World of Adventures 1,500,000 23
Thorpe Park 1,500,000 35
Legoland 1,500,000 35
Adventure Island, Southend 1,500,000 22 (Free entry)
Flamingoland 1,400,000 23
Pleasure Beach, Great Yarmouth 1,400,000 18 (Free entry)
Drayton Manor 1,200,000 23
Wicksteed Park 643,000 10
Paultons Park 550,000 17.50
Woodlands Leisure Park 400,000 10
Lightwater Valley 330,000 18
Pleasurewood Hills, Lowestoft 210,000 16
Blackgang Chine, IoW 193,000 10

Source: VisitBritain Attractions Monitor
Adventure sland In Southend Is perhaps the closest comparator amusement park to
0reamland In terms of locatIon and sIze. t has modern amusement rIdes. t quotes about
1.5 mIllIon vIsIts annually (It also has the free entry model). t has better access to London
than 0reamland.

The followIng pages show drIve tIme catchment areas of J0, 60 and 90 mInutes for major
amusement park attractIons spread across England. 0reamland would have a relatIvely
small catchment of over 2 mIllIon people wIthIn 90 mInutes drIve. ThIs Is consIderably less
than Adventure sland, but more than, for example, than Pleasure 8each at Creat
Yarmouth, whIch has about 1.4 mIllIon vIsIts per year (there Is a substantIal famIly holIday
market In Creat Yarmouth, however, whIch Is not the case In |argate).
There Is crossover In 90 mInute catchment areas of ChessIngton and |argate. |argate has
the added attractor of beIng by the seasIde but would not be competItIve as a modern
thrIll rIde park for a large part of the theme park market.
Fyure 45: UK amusement ark drve tme catchment oulatons
30 mins 60 mins 90 mins
Chessington World of Adventures 2,270,000 11,700,000 16,700,000
Alton Towers 290,000 2,420,000 12,400,000
Adventure Island, Southend 420,000 2,010,000 10,500,000
Paultons Park 88,000 2,730,000 8,250,000
Blackpool Pleasure Beach 430,000 3,370,000 7,740,000
Dreamland, Margate 280,000 770,000 2,270,000
Great Yarmouth Pleasure Beach 140,000 604,000 930,000

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Fyure 46: 30 mn drve tme catchment zones jor UK amusement arks

Source: Locum Consulting

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Locum ConsultIng
There are a number of smaller seasIde amusement parks that attract sIgnIfIcant numbers
of vIsItors.
Harbour Park, for example, Is a famIly amusement park near the beach at LIttlehampton,
West Sussex. The park Is free entry and Is marketed as a famIly, day trIp destInatIon wIth
pIcnIc areas, sandy beach, workIng harbour and chIldfocused amusement rIdes. t quotes
over 400,000 annual vIsIts. A book of 10 rIdes costs f15.
Fyure 49: Free UK amusement arks, 2005
Attraction Entry
Blackpool Pleasure Beach 6,000,000 F
Brighton Pier 4,500,000 F
Willen Lake and Park 1,000,000 F
Harbour Park Family Entertainment 415,000 F
Mannings Amusement Park 250,000 F
Skegness Water Leisure Park 210,000 F
New Palace Family Amusement Centre 150,000 F

Although they do not release theIr vIsItor numbers to 7IsIt8rItaIn, we understand that
FlamIngo FamIly Fun Park In HastIngs estImates about 900,000 vIsIts annually and Fort Fun
In Eastbourne estImates about 400,000. They are both sIgnIfIcantly less ImpressIve parks
than the new 0reamland would be.
5.2 HerItage AttractIons
14

HerItage attractIons do not generally attract as many vIsIts as amusement parks, but some
of them - such as the HIstorIc ShIps In Portsmouth, ronbrIdge and 8eamIsh do attract
large numbers and do have substantIal admIssIon charges.

14
ThIs does not Include hIstorIc houses, castles and cathedrals.
Locum ConsultIng
Fyure 50: Pad UK Hertaye Attractons, 2006

Attraction Visits Entry
Portsmouth Historic Dockyard 513,000 16.00
Ironbridge Gorge Museum 494,000 13.75
Beamish 310,000 15.00
North Yorkshire Moors Railway 305,000 13.75
Severn Valley Railway 252,000 11.50
West Somerset Railway 250,000 5.00
Black Country Living Museum 237,000 9.95
Swanage Railway 197,000 16.00
Cutty Sark 160,000 5.00
Romney, Hythe & Dymchurch Railway 160,000 10.50
Anderton Boat Lift 155,000 6.50
Weald and Downlands Living Museum 136,000 7.70
Mid-Hants Railway 130,000 10.00
North Norfolk Railway 126,000 9.00
The Tank Museum 124,000 8.50
Gloucestershire & Warwickshire Railway 110,000 9.50
Midland Railway Centre 110,000 9.95
Moors Valley Railway 110,000 2.40
Canterbury Tales 96,000 6.95
Hartlepool Historic Quay 51,000 6.50
Chiltern Open Air Museum 50,000 7.50
Hollycombe Steam Collection 32,700 8.50

5.3 HerItage Amusement Parks
NeIther Locum nor the 0reamland stakeholder group Is aware of any herItage parks that
are dedIcated to preservIng theme park rIdes and have been unable to fInd any on the
Internet. Some long establIshed UK parks - 8lackpool Pleasure 8each In partIcular - have
fIne collectIons of hIstorIc rIdes and treat them as hIstorIc artefacts, but these operate
alongsIde modern rIdes and the parks are not marketed as herItage attractIons. 8elow are
some examples from the US.
KnoebeIs, PennsyIvanIa
The famIly owned Knoebels Amusement Fesort In PennsylvanIa has been operatIng sInce
1926 and has partIcular regard for herItage rIdes.
Locum ConsultIng
Fyure 51: The Phoenx, Knoebels, Pennsylvana

0esIgned and buIlt by Herb Schmeck and the PhIladelphIa Toboggan Company (PTC), the
roller coaster operated as The Focket at the Playland Park In San AntonIo from 1947 untIl
the park's closure In 1980. Knoebels purchased the rIde In 1984 and dIsmantled It startIng
In January 1985. As there were no blueprInts to work wIth, each IndIvIdual board was
numbered and catalogued on sIte.
The restored roller coaster opened at Knoebels on June 15, 1985. t Is named after the
mythIcal phoenIx bIrd whIch rIses, reborn, from Its own ashes. ThIs effort, the fIrst large
scale wooden roller coaster relocatIon ever, helped spark a movement In the US for the
restoratIon and relocatIon of other roller coasters standIng but not operatIng.
Santa Cruz each oardwaIk, CaIIfornIa
The hIstorIc Santa Cruz 8each 8oardwalk Is the only major seasIde amusement park on the
West Coast. t Is located on a mIlelong beach between |onterey and SanFrancIsco and
admIssIon Is free.
t Includes more than J4 rIdes and attractIons (featurIng two natIonal hIstorIc landmarks:
the 1924 CIant 0Ipper roller coaster and the 1911 Looff Carousel plus many modern rIdes),
restaurants, shops, games, Indoor arcades and mInIature golf.
Locum ConsultIng
Fyure 52:Carousel

The 8ocrdwclk's clcssc Loo]] ccrousel wcs bult n 111. lt s c Nctoncl
Hstorc Lcndmcrk. lt ]ectures one o] the ]ew remcnny rny mcchnes n the
country. Rders on the outsde horses ccn yrcb c steel rny cnd try to throw t
nto c clown's mouth. Then wctch the clown recct wth ]lcshny lyhts cnd
speccl sound e]]ects when c rny hts ts tcryet. The oryncl J42ppe 6ermcn
bcnd orycn plcys cn ecrly twenteth century musccl cccompcnment to the
rde.
Fyure 53: The Cant 0er

Constructed by Arthur Loo]], c loccl Scntc Cruz resdent, the 6cnt 0pper
wcs erected n ]ust 4Z dcys ]or $50,000. Dver the yecrs severcl renovctons
hcve been done, ncludny the replccement o] the oryncl trcns n 184. ln
18Z the cttrccton beccme c nctoncl hstorc lcndmcrk, recoynsed by the 0S
Nctoncl Pcrk Servce. Todcy, the 6cnt 0pper remcns the number one
cttrccton on the Scntc Cruz 8ecch 8ocrdwclk cnd c lvny remnder o] the
mcny lony lost secsde roller cocsters thct used to lne the cocst o] Ccl]ornc.
Locum ConsultIng
Kennywood, PennsyIvanIa
Kennywood was fIrst establIshed as an old tradItIonal famIly owned trolley park In 1898
near PIttsburgh, PennsylvanIa. t features a great selectIon of tradItIonal rIdes and
coasters but Its most InterestIng feature In relatIon to 0reamland Is "Lost Kennywood" - a
modern expansIon recreatIng the look and feel of the tradItIonal Coney sland style luna
parks.
ThIs sectIon has proven very successful wIth famIlIes; It's a lovely place for an evenIng
stroll and al fresco dInIng. t shows that an ImmersIve retro style experIence lIke the one
that Is beIng created at 0reamland - If well done - can fInd Its audIence.
5.4 Kent AttractIons
Nearly all of the major attractIons (In terms of vIsItor volume) In Kent have admIssIon
charges. The county's top attractIons tend to be hIstorIc sItes such as castles and stately
homes or country parks. Canterbury Cathedral attracts over 1 mIllIon vIsItors. The other
top paId attractIons tend to have around 200,000-J00,000 vIsItors. The Hop Farm Country
Park features faIrground rIdes as part of Its offer.
Nearly all of the top free attractIons are museums and gallerIes and attract far fewer vIsIts
per annum than the tIcketed attractIons. There are no major amusement parks In Kent.

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Fyure 54: To Pad Attractons n Kent, 2002 -2006
Name Type Area 2002 2003 2004 2005 2006
Entrance
Charge
Canterbury Cathedral Place of Worship CANTERBURY 1,110,529 1,060,166 1,091,684 1,054,886 1,047,380 6.00
Hop Farm Country Park Country Park TONBRIDGE AND MALLING 422,000 452,000 482,000 503,000 500,000 7.50
Leeds Castle Historic Property MAIDSTONE 427,316 433,707 422,801 407,076 413,655 13.00
Dover Castle Historic Property DOVER 289,043 273,028 274,388 290,732 301,450 9.50
Hever Castle & Gardens Historic Property SEVENOAKS 247,025 269,806 256,236 251,138 232,851 9.80
Bewl Water Country Park TUNBRIDGE WELLS 120,000 200,000 190,000 200,000 200,000 5.00
Bedgebury National Pinetum Country Park TUNBRIDGE WELLS 60,000 60,000 50,000 180,000 2.50
Port Lympne Wild Animal Park Wildlife SHEPWAY 306,792 317,904 173,620 13.95
Romney, Hythe & Dymchurch Railway Railway SHEPWAY 164,553 166,000 168,000 160,000 160,000 11.20
Chartwell Historic Property SEVENOAKS 178,675 199,000 185,000 186,699 156,560 10.00

Source: Visitor Attractions Trends England, 2006
Fyure 55: To Free Attractons n Kent, 2002 - 2006
Name Type Area 2002 2003 2004 2005 2006
Apple Craft Centre Work Place SWALE 70,000 70,000 75,000 80,000 80,000
Maidstone Museum & Bentlif Art Gallery Museum/ Gallery MAIDSTONE 35,065 44,097 49,854 80,000
Guildhall & Museum Museum/ Gallery DOVER 61,279 66,366 56,711 64,515
Tunbridge Wells Museum Museum/ Gallery TUNBRIDGE WELLS 51,162 55,467 56,661 51,073
Lashenden Air Warfare Museum Museum/ Gallery ASHFORD 5,927 6,810
Dartford Borough Museum Museum/ Gallery DARTFORD 8,036 7,861 7,682 5,842 6,571
Maidstone Carriage Museum Museum/ Gallery MAIDSTONE 4,767 5,232 5,433
Eden Valley Museum Museum/ Gallery SEVENOAKS 2,241 4,400 3,865
Downderry Nursery Garden HADLOW 2,500 3,000 2,700 3,000 3,300
Ashford Borough Museum Museum/ Gallery ASHFORD 3,412 3,255 2,790 2,482 2,983

Source: Visitor Attractions Trends England, 2006
Locum ConsultIng
5.5 Thanet VIsItor AttractIons
There are no major vIsItor attractIons In Thanet currently. There are a number of smaller
attractIons wIth relatIvely small numbers, and a relatIvely large number of local leIsure
facIlItIes.
Fyure 56: Thanet Attractons
Name Location
Quex Museum & House and Gardens Birchington
Patterson Heritage Birchington-on-Sea
Crampton Tower Museum Broadstairs
Broadstairs Leisure Broadstairs
Crafts USL Broadstairs
Little Art Gallery Broadstairs
Waterloo Museum Broadstairs
Drapers Mill Margate
East Northdown Farm and Gardens Margate
Hartsdown Leisure Centre Margate
Margate Lifeboat House Margate
Old Town Gallery Margate
Salmestone Grange Margate
The Shell Grotto Margate
The Tudor House and Museum Margate
Living Museum Walpole Bay Hotel Margate
Minster Abbey Minster-in-Thanet
Monkton Nature Reserve Monkton
The Spitfire and Hurricane Memorial Ramsgate
RAF Manston History Museum Ramsgate
Ramsgate Sports Centre Ramsgate
Sandwich & Pegwell Bay Nature Reserve Ramsgate
The Grange Ramsgate
Westcliff Leisure Park Ramsgate
Play Bay Ramsgate
Sarre Windmill Sarre

Source: Kent County Council
Turner Contemporary wIll change thIs. The f17.4 mIllIon publIc sector Investment wIll
create J,000 m2 of fIrst class gallery space In a strIkIng harbour front 0avId ChIpperfIeld
buIldIng. Work has started on sIte and the gallery Is planned to open In sprIng 2011.
Locum ConsultIng
Fyure 57: Archtectural maye oj jnalsed Turner Contemorary desyn

5.6 PerformIng Arts Venues
5.6.1 Kent Theatre
There are 9 theatre venues In the county.
The |arlowe (Canterbury) and Assembly Hall Theatre (TunbrIdge Wells) are of regIonal
sIgnIfIcance wIth capacIty around 1,000 seats. 8oth theatres put on a mIxed performance
programme coverIng major tourIng productIons such as musIcals, theatre, dance,
comedIans and bands. The |arlowe In Canterbury Is the closest to |argate and has just
receIved f25 mIllIon fundIng for Investment. The newly developed 1,200 seat maIn
audItorIum and 150 secondary space wIll reopen In 2011.
Dther theatre venues In Kent are In the 100J50 seat range.
The Theatre Foyal In |argate has J50 seats and stages three productIons per year.
Small scale, Independent cInema screenIngs are also offered at some of these venues,
most notably the CulbenkIan In Canterbury and The CranvIlle In Famsgate.
Locum ConsultIng
Fyure 58: Theatres n Kent
# Theatre Location Capacity (seats)
1 The Marlowe Theatre** Canterbury 1000
2 Assembley Hall Theatre Tunbridge Wells 1000
3 Theatre Royal Margate 350
4 Gulbenkian Theatre Canterbury University 340
5 Granville Theatre* Ramsgate 280
6 Trinity Theatre Tunbridge Wells 280
7 Whitstable Playhouse Whitstable 186
8 Herne Bay Little Theatre Herne Bay 72
9 Roundhouse Theatre Dover 60
* includes cinema 200 capacity
* 25m reinvestment opening 2011, 1200 seats

Source: Visit Kent
5.6.2 LIve husIc
There are many small scale musIc venues In Kent.
The maIn audItorIum at 0reamland would have a capacIty around 1,000 seated, wIth more
standIng. ThIs would be of regIonal sIgnIfIcance. Well known London venues Shepherd's
8ush EmpIre and ndIgo at the D2 Arena have standIng capacItIes of 2,000 and 2,J50
respectIvely. 8ournemouth Is the largest In the south wIth 6,000.
The WInter Cardens Is the largest musIc venue In Kent wIth standIng capacIty In the maIn
audItorIum of 1,900. The Leas ClIff PavIlIon In Folkestone has 1,400 standIng capacIty.
8roadly speakIng, InternatIonal megastars such as the FollIng Stones requIre venues In
excess of 5,000. Popular InternatIonal bands, such as The KIngs of Leon, play the larger
cIty centre, "A league" venues that are usually 20004000 standIng. 7enues of 1,0002,000
In regIonal towns attract the "8 league" tourIng bands. 7enues smaller than 500 typIcally
attract the smaller natIonal bands and regIonal bands.
|argate's WInter Cardens Is the largest musIc venue In Kent wIth standIng capacIty In the
maIn audItorIum of 1,900. There Is a secondary venue wIth capacIty for 250 seated whIch
Is used for functIons and banquetIng. The venue Is owned by Thanet 0IstrIct CouncIl and
operated on a lease contract by Thanet LeIsure Force.
The management of the WInter Cardens say that the majorIty of theIr market Is local to
Thanet. Dn average, about J0 of customers are from outsIde Thanet. ThIs rIses to about
40 for pop musIc gIgs.
The WInter Cardens hosts a varIed programme of tourIng bands, comedIans and varIety
shows that typIcally run for one to two nIghts as part of a natIonal tour. The programmIng
Is confIrmed 56 months In advance. TIckets cost about f20 for musIc gIgs.
Locum ConsultIng
Fyure 59: Wnter Cardens royramme 2008-2009
Date Performance Type Price (Adult)
December The Fratellis Music (Rock) 20
January Aladdin Theatre (regional) 12
February Rendzez Vous Club Dance 5
Simple Simon & his Cat Kids Entertainment 5
4 Poofs & Piano Music/Comedy 15
Mr Wonderful Dancing Ballroom Dancing 8
A Night of Uk Wrestling Wrestling 10
Colin Fry British MediumShip Psychic Demonstration 17.50
Andy Abraham Music (X Factor) 20
March Billy Ocean Music (Soul) 22.50
The American Dream Theatre (regional) 6
Jekyll & Hyde Theatre (regional) 8
The All Stars Concert Band 11
Lemar Music (Soul) 25
Bjorn Again Tribute Band 17.50
April Disco Inferno Night Club 8.50
The Enemy Music (Rock) 18
Planet Thanet Beer Festival Festival -
Essence of Ireland Dance 17
Sooty in Space Kids Entertainment 12
It's Show time Local variety show 9.50

The WInter Cardens Is In need of refurbIshment. Arguably, It would make an Ideal
functIons and conferencIng centre In combInatIon wIth the proposed hotel on the
Fendezvous sIte. t Is envIsaged that detaIled busIness plannIng for the stage 2 0reamland
project would Include an assessment of what the optImal mIx of facIlItIes Is for the dIstrIct
gIven the relatIve strengths of the 0reamland CInema and the WInter Cardens.
5.7 Conference and ExhIbItIon Venues
Although many venues host conferences In Kent, there Is a notable lack of dedIcated
facIlItIes of hIgh qualIty. t Is lIkely that the 0reamland cInema could fInd a nIche as a
venue, especIally If accompanIed by hotel Investment In the town.

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Fyure 60: Conjerence and Exhbton Facltes n Kent
Name District Location Max. Seated Capacity Max Exhibition Area (m2) Bedrooms Parking Leisure Facilities
Ashford International Hotel & Conference Centre Ashford Ashford 400 396 179 400 Yes
Wye Campus (Imperial College) Ashford Wye 285 216 26 500 Yes
Eastwell Manor Ashford Ashford 180 130 62 200 Yes
London Beach Hotel & Golf Club (Best Western) Ashford Tenterden 150 - 26 100 Yes
Holiday Inn Ashford Central Ashford Ashford 120 120 103 120 No
Boys Hall Ashford Ashford 50 - 8 50 Yes
University of Kent Canterbury
City
Canterbury 1,700 1,200 3,500 1,200 Yes
Westgate Hall Canterbury
City
Canterbury 400 - - - -
Canterbury Christchurch University Canterbury
City
Canterbury 330 - 300 - Yes
Canterbury Cathedral Lodge Canterbury
City
Canterbury 250 - 35 - No
Abbots Barton Hotel (Best Western) Canterbury
City
Canterbury 180 - 52 90 No
Abode Hotel Canterbury
City
Canterbury 150 121 72 18 Yes
Chaucer Hotel Canterbury
City
Canterbury 100 123 42 42 No
St Martins Priory Canterbury
City
Canterbury 50 56 - 35 No
Express by Holiday Inn Canterbury Canterbury
City
Falstaff Hotel Canterbury
City
Dover Cruise Terminals Dover Dover 500 1,300 - 1,120 No
Ramada Dover Hotel Dover Dover 350 400 68 120 No
The Bell Hotel Dover Sandwich 150 113 34 6 No
Pines Calyx Dover Dover 100 - - - No
Mercure Hythe Imperial Hotel & Spa Shepway Hythe 220 220 100 200 Yes
Port Lympne Mansion Shepway Port Lympne 150 360 - 600 Yes
Express by Holiday Inn Folkestone Shepway Folkestone 40 39 100 100 No
Winter Gardens* Thanet Margate 1,533 1,062 - - -
Margate Media Centre Thanet Margate 100 - - - -
Broadstairs Pavillion Thanet Broadstairs - - - - -
Canterbury Christchurch University - Broadstairs Campus Thanet Broadstairs 90 - - - -
Courtstairs Manor Thanet Ramsgate 80 - - - -
Total 7,440 4,843 5,031

Source: Kent Conference Bureau, (East Kent)
* Winter Gardens is not listed by the Kent Conference Bureau
Thanet has a number of small scale hotel/manor house venues wIth conferencIng capacIty that are not of a relevant scale
Locum ConsultIng
5.8 ConcIusIons
- 8ecause of Its somewhat perIpheral locatIon, It Is unlIkely that 0reamland could agaIn
match the sort of vIsItor numbers that are achIeved by the top Inland theme parks.
The relatIve rIse In popularIty of those parks by comparIson to seasIde parks Is largely
a factor of theIr better locatIon for day vIsIts as the market has changed.
- Nevertheless, the experIence of other amusement parks suggests that 0reamland can
be almost certaIn of a hIgher number of vIsIts than most attractIons sImply by vIrtue
of Its locatIon In a popular seasIde resort. t seems lIkely that It wIll also have
suffIcIent popular appeal to attract large numbers In Its own rIght.
- FestoratIon of the audItorIum has potentIal to create the bIggest and best
performance venue In Kent and also to create a conference and exhIbItIon facIlIty of a
type that the county currently lacks. 8ecause of the town's relatIvely small local
catchment, however, the best polIcy seems to be careful consIderatIon of the
potentIal role of both the cInema and the WInter Cardens.
Locum ConsultIng
6. 7IsItor ProjectIons
6.1 The chaIIenge In predIctIng vIsItor numbers
t Is never possIble to know wIth certaInty what the vIsItor numbers for a new attractIon
wIll be.
Dther types of commercIal operatIon lIke shops and restaurants are domInated by multIple
chaIns. The same, or sImIlar, offer Is replIcated In dIfferent cIrcumstances and they tend
to draw most of theIr custom from relatIvely local markets. t Is, therefore, generally
easIer to predIct what theIr Impact wIll be because the market condItIons can be
compared wIth other sItuatIons and the basIc popularIty of the offer Is known.
ThIs Is not the case wIth most vIsItor attractIons. They are, by theIr nature, oneoffs so
theIr basIc appeal Is dIffIcult to assess. 8ecause they commonly draw audIences from far
afIeld, It Is less easy to calculate what the Impact of the catchment area wIll be.
The maIn Imponderable Is whether the attractIon captures the ImagInatIon of the publIc. A
good IllustratIon Is the dIfference In performance of the Eden Project In Cornwall and
Earth Centre, near 0oncaster, whIch opened at a sImIlar tIme In 2000. They both cost a
very large amount of money to buIld and were created wIth the ambItIon of beIng
entertaInIng. The Eden Project ImmedIately captured the ImagInatIon of the publIc and, In
Its fIrst year, almost doubled Its expected vIsItor numbers (c 1.J mIllIon as opposed to
predIcted 750,000), whereas the Earth Centre's were less than a thIrd of that predIcted,
and they fell from there. t eventually closed after two unsuccessful efforts to "reInvent"
It.
Some of that wIll be to do wIth market condItIons. Although the Earth Centre has a very
much more populous catchment than the Eden Project, It Is not In a prImary holIday area
and people have a hIgher propensIty to vIsIt attractIons when they are on holIday rather
than vIsItIng from home. The Eden Project Is, by contrast, In a major holIday area.
Nevertheless, had the Earth Centre beIng transplanted to Cornwall, It would probably have
stIll faIled. ThIs Is because, essentIally, It was not delIvered wIth the same panache as the
Eden Project. ThIs has been a common faIlIng of attractIons that have opened In the past
decade, many of them wIth fundIng from the NatIonal Lottery. The Eden Project has been
an obvIous exceptIon, as has Tate |odern and the AlnwIck Carden In Northumberland.
They have all managed to excIte the publIc.
There Is, obvIously, some foundatIon to buIld an estImate of vIsItor numbers for the
proposed amusement herItage park at 0reamland because there are other amusement
parks and because there used to be an operatIonal amusement park on the sIte.
Even so, however, It wIll be a unIque concept and, as such, It Is not certaIn what Its
Impact wIll be on dIfferent audIences.
Locum ConsultIng
Locum belIeves that It would have wIde appeal. The enthusIastIc response of almost all
who have been consulted about the project confIrms thIs.
t wIll not be a "tame" product - the rIdes wIll be whIte knuckle. ThIs should gIve It appeal
to the younger audIences that theme parks appeal to.
Equally, however, the herItage dImensIon, the fact that It harks back to an era when the
baby boomer generatIon were chIldren, and the fact that It wIll be set In an attractIve
parklIke envIronment, should also gIve It appeal to an older audIence and to younger
famIlIes.
Whereas a challenge for many seasIde amusement parks (and resorts as a whole) has been
that they appeal to a C2/0/E economIc profIle, the nature of the 0reamland offer, and Its
conjunctIon to the new Turner Contemporary, should gIve It appeal also to an A8C
audIence In the same way that attractIons lIke Alton Towers and Legoland do.
The appeal of the project was tested In the 7IsIt Kent survey In AprIl 2009 (see AppendIx
6) whIch showed an exceptIonally hIgh level of Interest In and support for the project. 9J
thought It would be a good development for |argate, and 78 saId that they would be
lIkely to vIsIt It. As predIcted, It seems to have a strong nostalgIc appeal, to be seen as a
good famIly attractIon, and to appeal to all ages and socIo economIc groups.
6.2 The Impact of the prIcIng modeI
There are two basIc prIcIng models for amusement parks.
Dne requIres payment of an entry charge. All rIdes are then Included wIthIn that charge.
ThIs Is the model whIch Is used by most modern parks IncludIng, In the UK, Alton Towers,
ChessIngton World of Adventures, Thorpe Park and Legoland.
The second allows free entry to the park. TIckets are purchased for IndIvIdual rIdes, wIth
the cost per rIde becomIng cheaper the more that Is purchased, or by the purchase of an
'unlImIted rIde wrIstband' whIch allows the park to be used In the same way as the parks
wIth an entry charge. ThIs Is the normal model for seasIde amusement parks, 8lackpool
Pleasure 8each, Adventure sland and 8rIghton PIer for example.
The maIn reason for the dIfference In approach Is that there tend to be large numbers of
people mIllIng about In the vIcInIty of the seasIde parks. t therefore makes sense to try to
persuade them to buy rIdes on Impulse. 8y contrast, the Inland theme parks tend to be In
locatIons that requIre a specIal trIp. They can offer better value for money, and keep
better control, by sImply havIng a sIngle admIssIon at the gate.
The nature of the prIcIng model has a major Impact on vIsItor numbers and necessItates
cautIon In InterpretIng the publIshed vIsItor numbers of other amusement parks.
8lackpool Pleasure 8each, for example, quotes about three tImes as many vIsItors as Alton
Towers. n realIty, they probably have roughly sImIlar appeal. The Impact balances out In
Locum ConsultIng
terms of overall revenue. Free admIssIon parks achIeve much larger numbers but much
lower Income per head.
8ecause of Its seasIde locatIon, It probably makes sense for 0reamland to adopt the free
entry approach, whIch means that Its projected vIsItor numbers are lIkely to be greater
than otherwIse mIght be the case. Dn the other sIde of the equatIon, however, the
admIssIon Income per head Is lIkely to be lower as a consequence.
The vIsItor projectIons In thIs report are for all vIsItors projected to purchase a tIcket of
some sort, but not on a dIrectly comparable basIs wIth fully tIcketed attractIons lIke the
maIn theme parks and herItage attractIons lIke 8eamIsh.
The assumptIon Is that people wIll be able to select how many admIssIons they purchase.
The more that they purchase, the lower the cost per rIde wIll be. FIgure 61 estImates the
Income per person of those purchasIng tIckets for rIdes. t assumes that people wIll able to
be able to purchase admIssIon for all rIdes for f16.00, whIch Is less than for other
amusement parks. The estImates for tIcket revenue are based on thIs average spend of
about f7.J0 (after 7AT) on tIckets.
Fyure 61: Averaye ncome er vstor urchasny tckets
Price %
Purchasing
Av per person
(exc VAT at
17.5%)
4.00 35% 1.19
8.00 30% 2.04
12.00 20% 2.04
16.00 15% 2.04
100% 7.32

n addItIon to thIs, a substantIal number of people wIll enter the park wIthout payIng to go
on any rIdes (albeIt a hIgh proportIon of them wIll make a purchase of some sort). ThIs Is
lIkely to be at least twIce the number of people choosIng to buy tIckets for rIdes. The
forecasts below assume, therefore, that half of the people vIsItIng the park wIll pay an
admIssIon charge of some sort and half wIll pay.
6.3 EstImates based on penetratIon rates of the maIn market sectors
As descrIbed In the market analysIs sectIon, there wIll be two key markets for the
attractIon: people vIsItIng from home (I.e. "day vIsItors") and people vIsItIng whIle they
are on holIday In the area (I.e. "stayIng vIsItors").
n cIrcumstances such as |argate's, vIsItors who are on holIday typIcally make up the
majorIty. We have access to relIable vIsItor research from the HIstorIc 0ockyard In
Portsmouth (home of H|S 7Ictory and the |ary Fose), for example, and know that stayIng
vIsItors represent 65 of vIsItors (excludIng school partIes) there.
Locum ConsultIng
The stayIng vIsItor market Is not especIally good In thIs locatIon, however, because It has
become IncreasIngly domInated by older people. The accommodatIon offer In |argate
Itself Is domInated by Independent hotels and guest houses operatIng towards the lower
end of the market. t Is not a famIly holIday offer, but there Is an expectatIon that thIs
wIll Improve when |argate's new attractIons open.
Nevertheless, there Is a substantIal holIday market In Kent as a whole and It Is lIkely that a
substantIal proportIon of that market wIll fInd the Idea of a vIsIt to the herItage
amusement park entIcIng. t wIll probably have partIcularly strong appeal to those who are
stayIng wIth frIends and relatIves. Dur estImate Is that about J5 of people who stay In
Thanet for one nIght or more wIll vIsIt the attractIon and that about 5 of those who vIsIt
Kent wIll do so.
Altogether, we have estImated that approxImately 46 of vIsItors wIll be vIsItIng Kent from
elsewhere, stayIng for at least one nIght, some In paId accommodatIon and some wIth
frIends and relatIves.
As a free entry attractIon, It Is lIkely that a substantIal proportIon of people who lIve
relatIvely locally to |argate wIll vIsIt the attractIon at least once a year. ThIs Is
partIcularly the case because of Its locatIon alongsIde a fIne beach. DbvIously, a
sIgnIfIcant proportIon of those people wIll vIsIt the park more than once a year. t Is
estImated that about J5 of those who lIve wIthIn 15 mInutes of the sIte wIll vIsIt at least
once a year and wIll purchase a tIcket of some sort, and that those who vIsIt wIll, on
average, vIsIt 2.5 tImes annually (some people wIll vIsIt frequently, others wIll only vIsIt
once).
As the dIstance from |argate Increases, the proportIon that Is lIkely to vIsIt the sIte wIll
gradually dImInIsh, as wIll the frequency wIth whIch, on average, they wIll vIsIt.
t Is estImated that, altogether, about 12 of people lIvIng wIthIn 90 mInutes of |argate
wIll vIsIt at least once annually. 7IsItor research at the HIstorIc 0ockyard In Portsmouth
showed that the equIvalent proportIon there Is also 12.
There wIll be people who come from beyond the 90 mInute zone, IncludIng people who are
entIced to stay In |argate specIfIcally to vIsIt the attractIon. ThIs Is lIkely to be a
relatIvely hIgh number because of most of London beIng just outsIde the 90 mInute zone
and because the |25 makes It relatIvely easy for many people to make the journey from
the north of London. There are also lIkely to be a sIgnIfIcant number of rIde enthusIasts
makIng the trIp. t has been estImated that vIsItors from outsIde of the 90 mInute
boundary mIght account for 15 of all day trIppers.
n total, thIs produces an estImate of about 700,000 vIsIts to the park each year, of whIch
J50,000 would purchase tIckets.
Locum ConsultIng
Fyure 62: Estmated vsts n stablsed year" (Year 3)
Population % Visiting
Per Year
No. of
Visits per
year
No. of
Visits
%
Visits from Home
0 -15 mins 124,000 30% 2.5 93,000 25%
15 - 30 mins 145,000 20% 1.5 43,500 12%
30 - 60 mins 533,000 10% 1.2 63,960 17%
60 - 90 mins 1,444,000 5% 1.1 79,420 21%
Over 90 minutes (15% of Day Visits total) 41,982 11%
Students (Further education) 5,000 5% 1 250 0.1%
Secondary school (11-18) 4,000 10% 1 400 0.1%
Primary school (5-11) 2,900 20% 1 580 0.2%
Total Home Market 2,257,900 323,092 86%
Leisure Staying Visitors
Thanet Domestic Holidaying 284,280 35% 1.5 149,247 40%
Thanet Domestic VFR 82,400 35% 1.25 36,050 10%
Overseas Holiday, Study, VFR 74,390 30% 1.25 27,896 7%
Kent Domestic Holidaying (less Thanet) 1,795,720 6% 1 107,743 29%
Kent Domestic VFR (less Thanet) 717,600 6% 1 43,056 11%
Kent Overseas (less Thanet) 411,775 3% 1 12,353 3%
Total Tourist Market 3,366,165 376,346 100%
699,438 186%

6.4 ComparIson to other attractIons
That number of vIsIts would be relatIvely low compared to other amusement parks, but
relatIvely hIgh compared to major herItage attractIons.
t would be very much hIgher than, for example, Chatham HIstorIc 0ockyard.
t would, however, be much lower than other amusement parks and sIgnIfIcantly lower
than the vIsItors that 0reamland seems to have been attractIng before It closed (680,000
In the 2002 season
15
, the last season for whIch fIgures are avaIlable).
t seems to be a relatIvely conservatIve projectIon. The tIcket sales would be much lower
than for the HIstorIc ShIps In Portsmouth, for example, although, arguably, It wIll have
more popular appeal and there wIll be a much larger Impulse factor at play because It Is
alongsIde a beach. As envIsaged, the park Is lIkely to be an attractIve product, much more
of a destInatIon than, for example, Harbour Park In LIttlehampton.
6.5 FIuctuatIons
As dIscussed above, It Is possIble that vIsItor numbers could eIther be much hIgher than
predIcted or consIderably lower. ThIs wIll depend on the panache wIth whIch the Idea Is

15
Source: 7IsIts to 7IsItor AttractIons 2002 7IsIt 8rItaIn and nsIght 0IvIsIon, June 200J. These
fIgures probably need to be treated wIth some cautIon.
Locum ConsultIng
executed, the amount of Investment, and whether or not It captures the ImagInatIon of
the publIc.
Locum's judgement Is that the concept wIll have popular appeal and that It Is more
probable that there would be sIgnIfIcantly more vIsItors than estImated as opposed to
sIgnIfIcantly less.
Another factor to take Into account Is that the numbers are lIkely to fluctuate
substantIally In the years after openIng. The experIence of attractIons that have opened In
the past decade has been, almost InvarIably, a sharp fall In the second year and, to a
lesser extent In the thIrd, before vIsItor numbers start to plateau. The general experIence
has been about a 40 fall from year one to the stabIlIsatIon level.
|ost of these attractIons have been entIrely new, however. 0reamland wIll be dIfferent In
that It wIll be akIn to the reopenIng of a past attractIon. Nevertheless, It would be
prudent to assume that there wIll be a peak In year one wIth falls before stabIlIsatIon and,
perhaps, a gentle rIse thereafter.
We have assumed that the base level of J50,000 payIng vIsItors would apply to the thIrd
year, whIch would be the lowest level. We have assumed that Year 1's vIsItor numbers
would be 20 hIgher than Year J's, and that numbers would grow by 2 a year from year
4. FIgure 6J shows the numbers that thIs would represent wIth pessImIstIc assumptIons of
J0 less and optImIstIc assumptIons of J0 more. t predIcts 420,000 tIcket purchases In
year one, wIth 840,000 vIsIts to the sIte In total.
Fyure 63: Estmated vstor numbers
Year Versus
Year 3
Pessimistic
(-30%)
Prediction Optimistic
(+30%)
Pessimistic
(-30%)
(+30%)
1 120 294,000 420,000 546,000 588,000 840,000 1,092,000
2 105 257,250 367,500 477,750 514,500 735,000 955,500
3 100 245,000 350,000 455,000 490,000 700,000 910,000
4 102 249,900 357,000 464,100 499,800 714,000 928,200
5 104 254,800 364,000 473,200 509,600 728,000 946,400
6 106 259,700 371,000 482,300 519,400 742,000 964,600
7 108 264,600 378,000 491,400 529,200 756,000 982,800
8 110 269,500 385,000 500,500 539,000 770,000 1,001,000
9 112 274,400 392,000 509,600 548,800 784,000 1,019,200
10 114 279,300 399,000 518,700 558,600 798,000 1,037,400
Paying Visitors Total Visits

6.6 Peak 0ay and Peak Hour
SeasIde amusement parks do have hIgh seasonal fluctuatIons. The herItage amusement
park In |argate wIll be desIgned to be less seasonal, not least because It wIll have
substantIal Indoor features, but Is stIll lIkely to have major varIatIons In vIsItor flow.
8ased on the experIence of Jean|arc ToussaInt, the followIng formula has been used to
estImate the peak demand:
Locum ConsultIng
- Peak |onth: 20 of annual
- Peak Week: 5 of annual
- Peak 0ay: 1.2 of annual
- 0esIgn 0ay: 80 of Peak 0ay
- Peak In Park: 60 of Peak 0ay for those buyIng tIckets, J0 of Peak 0ay for those not
buyIng tIckets.
ThIs results In an estImate that the lIkely number of daIly tIcket purchases Is lIkely to vary
between about 2,J00 and 4,400 In year one, wIth a forecast of J,400.
The number of vIsItors In total Is lIkely to be between 4,700 and 8,700 In year one, wIth a
forecast of 6,700.
Fyure 64: Estmate oj Vsts on Peak 0ays
Year Pessimistic
(-30%)
(+30%)
Pessimistic
(-30%)
(+30%)
1 2,352 3,360 4,368 4,704 6,720 8,736
3 1,960 2,800 3,640 3,920 5,600 7,280
Ticket Purchases Visits

ThIs applIes that the greatest demand Is lIkely to be for about 2,600 tIcket purchasers (I.e.
gIven optImIstIc predIctIon In Year 1) In the sIte at one tIme, wIth about 4,000 people In
the sIte altogether.
Fyure 65: Estmate oj Peak Numbers on Ste
Year Pessimistic
(-30%)
(+30%)
Pessimistic
(-30%)
(+30%)
1 1,411 2,016 2,621 2,117 3,024 3,931
3 1,176 1,680 2,184 1,764 2,520 3,276

Dn thIs basIs, plannIng has been on the basIs of J,500 tIcket purchases on a peak day, wIth
2,000 tIcket purchasers on sIte at peak; and 7,000 people on sIte on a peak day, and J,100
people on sIte at maxImum.
Fyure 66: 0esyn 0ay/0esyn Hour
DESIGN DAY
Year Pessimistic
(-30%)
(+30%)
Pessimistic
(-30%)
(+30%)
1 1,882 2,688 3,494 3,763 5,376 6,989
3 1,568 2,240 2,912 3,136 4,480 5,824
DESIGN HOUR
1 1,129 1,613 2,097 1,693 2,419 3,145
3 941 1,344 1,747 1,411 2,016 2,621

Locum ConsultIng
6.7 PIde CapacIty
The average number of rIdes per hour per vIsItor Is lIkely to be about 1.7.
ThIs ImplIes that the park should have the capacIty to accommodate about J,600 rIdes per
hour at peak.
t Is never possIble to fIll all rIdes to capacIty - It can be assumed that the maxImum rIde
capacIty that can be fIlled Is about 80.
ThIs ImplIes that the park would need a capacIty of about 4,500 per hour.
The estImated hourly capacIty of the rIdes that are antIcIpated (excludIng those that are
on the "wanted" lIst) Is:
- Cableway 500
- WhIp 500
- Water chute 600
- ScenIc 800
- FIver 500
- |eteorIte 400
- 0ark rIde J00
- CaterpIllar 700
- SwIng 250
- |ouse 600
- Scooters 250
Total: 5,100
ThIs collectIon of rIdes would support annual tIcket purchases of about 620,000 annually,
whIch would Imply about 1.25 mIllIon vIsIts, IncludIng those not buyIng tIckets for rIdes, to
the sIte altogether. ThIs suggests that the park would have enough rIde capacIty to deal
wIth the optImIstIc projectIons.
The "wanted" attractIons would add about 40 to the rIde capacIty:
- Callopers 500
- JunIor traIn 150
- 0L traIn 400
- Toyset 150
- Helter Skelter 250
Locum ConsultIng
- Chost traIn J00
- JuvenIle 150
- JunIor whIp 150
- Total : 2,050
ThIs would support annual tIcket purchases of about 1 mIllIon annually.
Locum ConsultIng
7. FInancIal Plan
ThIs sectIon assesses the revenue that Is expected to be generated from runnIng the
amusement park at the projected vIsItor numbers, and the operatIng costs.
The foundatIon for thIs plan was the management accounts of an amusement park of
sImIlar scale. ProjectIons were then revIewed (on an unremunerated basIs) by a former
general manager of the Camelot Theme Park In LancashIre. Jean |arc ToussaInt has
advIsed on the staffIng for rIdes as has a Locum consultant who worked for several
summers as a supervIsor In an amusement park whIle at unIversIty.
As the plan Is developed, more detaIled assessment of the assumptIons wIll be needed.
The base projectIons are made for a stabIlIsed year (taken to be Year J). All prIces are
quoted at 2009 levels.
7.1 Hours of DperatIon
t has been assumed that the park would open from Easter to the end of the Dctober Half
Term, but would only open at weekends In AprIl and Dctober, apart from durIng the
holIday perIods In those months.
t has also been assumed that there would be a "WInter FestIval" durIng whIch It would be
open In the evenIng and also durIng the day at weekends. Dnly some of the rIdes would
open In that perIod
16
.
n total, the park wIll open for about 220 days at year, amountIng to about 2,100 openIng
hours a year.

16
The free entry prIncIple mIght be suspended durIng the WInter FestIval to allow for, In effect, a tIcketed
specIal event to be staged In the park on the same basIs as exceptIonally popular equIvalents at Paultons Park
and Portsmouth HIstorIc 0ockyard. t would be a dIfferent product to the normal 0reamland offer.
Locum ConsultIng
Fyure 67: Number oj days that the Park wll be oen
Days
Peak
6 summer weeks 42
Weekends Jun, Jul, Sep 20
Total: 62
Shoulder
Easter 14
May Half Term 7
Jun, Jul, Sep weekdays 60
Oct Half Term 7
Total: 88
Off Peak
May Weekdays 20
Oct Weekdays 15
Total: 35
Winter Festival
Weekends December 12
Weekdays December 25
Total: 37
Closed
Nov, Jan, Feb, Mar, Apr 118
Apr weekdays (exc Easter) 15
Oct weekdays (exc Half Term) 10
Total: 143

Fyure 68: 0enny Hours
Day Analysis
Days per
Annum
Hours Per
Day
Hours Per
Annum Opening Times
Peak Days 62 11 682 10.00 - 21.00
Shoulder Days 88 10 880 10.00 - 20.00
Off Peak Days 35 8 280 10.00 - 18.00
Winter Festival Weekends 12 12 144 10.00 - 22.00
Winter Festival Weekdays 25 5 125 17.00 -22.00
Totals 222 2,111

7.2 Pevenue
7.2.1 TIcket SaIes
As dIscussed In the sectIon on vIsItor projectIons, there wIll be a varIety of tIckets on
offer. People wIll be able to joIn the 0reamland Club and purchase access to rIdes for a
whole season; they wIll be able to buy wrIst bands gIvIng them access to rIdes for the day;
or they wIll be able to buy tokens gIvIng them access to IndIvIdual rIdes or combInatIons of
Locum ConsultIng
rIdes. t Is possIble also that for certaIn events - prIncIpally the WInter FestIval - there
may be a sIngle sIte entry charge.
There wIll, therefore, be many dIfferent prIcIng permutatIons. FIgure 69 Is a sImplIfIed
representatIon. t estImates that the average spend of those buyIng tIckets, after 7AT,
would be about f8.40. ThIs would be about the same as attractIons such as Leeds Castle
and Portsmouth HIstorIc ShIps and about half of major theme parks such as ChessIngton
World of Adventures. CIvIng the J50,000 vIsItors buyIng tIckets In year J, thIs would
generate revenue from tIcket sales of about f2.9 mIllIon.
Fyure 69: Estmated averaye send on tckets oj those yony on rdes
Price % Purchasing Av per person
(exc VAT at
17.5%)
4.00 35% 1.19
8.00 25% 1.70
12.00 15% 1.53
16.00 20% 2.72
30.00 5% 1.28
100% 8.43
Visits 350,000
Revenue: 2,948,936

7.2.2 Secondary Spend
There wIll, In addItIon, be substantIal spend by vIsItors on food and beverage and caterIng,
both by those buyIng tIckets and those who come Into the sIte wIthout payIng. 8ecause the
former are lIkely to stay for longer, It has been estImated that they would spend twIce as
much as the latter. AssumIng that those who buy tIckets spend f5.00 on average and those
that do not spent f2.50 on average
17
, the total revenue from food and beverage and retaIl
would be about f2.6 mIllIon.
These sales wIll have cost of goods attached to them and there wIll also be overheads of
runnIng the caterIng and retaIl outlets. t Is lIkely that much, If not all, of the caterIng and
food and beverage wIll be contracted out, probably on a rent that Is partly fIxed and
partly turnover based. Fents In those sItuatIons tend to be In the range of 12.5 to 17.5
of turnover. For conservatIsm, It Is assumed that the operatIon Is able to generate a gross
profIt from retaIl and food and beverage of 12.5 of turnover.
ThIs would result In secondary spend contrIbutIng about fJJ0,000 profIt to the park each
year.

17
ThIs should be conservatIve not least because the restaurants and shops wIll also be able to
serve many people who are not de facto vIsItors to the park. The shop at the London Transport
|useum In Covent Carden Is an IllustratIon of thIs effect - the |useum has an exceptIonally hIgh
average spend per vIsItor In Its shop partly because of the attractIveness of the merchandIse but also
because many people buy there wIthout goIng Into the museum.
Locum ConsultIng
Fyure 70: Net rojt jrom Food and everaye and Retal
Visits Average Spend
per person (exc
VAT)
Total Spend
Paying Visitors 350,000 5.00 1,750,000
Non Paying Visitors 350,000 2.50 875,000
Total gross: 700,000 3.75 2,625,000
Net profit: 12.5%
Total net profit: 328,125

7.3 ExpendIture
7.3.1 Staff
t has been assumed that all the posItIons requIred for the operatIon of the park would be
fIlled by employed staff. There would be many opportunItIes, In addItIon, for volunteers,
but It has been assumed that they would be restrIcted to nonessentIal functIons such as
provIdIng InformatIon to vIsItors, helpIng to restore rIdes etc.
Permanent StaffIng
The park Is projected to have 17 full tIme staff, costIng about f560,000 a year.
Locum ConsultIng
Fyure 71: Permanent Stajj
Salary Duties
1 General Manager 50,000 Management. Financial control.
2 Curator 25,000 Archive development. Preparing Stage 2 exhibition
3 Education Officer (P/T) 10,000 Schools programme.
4 Administration Assistant 18,000 Office administration & reception.
5 Operations Manager 28,000 Park operations and events. Recruiting staff.
6 Assistant Operations Manager 22,000 Park operations and events.
7 Rides Supervisor 18,000 Supervision of the rides.
8 Rides Supervisor 18,000 Supervision of the rides.
9 Marketing & Events Manager 40,000 Developing & delivering marketing plan. Planning
events.
10 Marketing & PR Assistant 20,000 Delivery of aspects of marketing activity.
11 Admissions Supervisor 20,000 Supervision of ticketing.
12 Group Bookings 18,000 Taking bookings for groups.
13 Maintenance Manager 35,000 Maintaining the rides and the site.
14 Rides Maintenance Engineer 23,000 Maintaining the rides and the site.
15 Rides Maintenance Engineer 23,000 Maintaining the rides and the site.
16 Rides Maintenance Assistant 18,000 Help with maintaining the rides.
17 Site Maintenance Assistant 17,000 Help with maintaining the site.
18 Accounts 30,000 Bookeeping and accounts.
19 Bookkeeping assistant (P/T) 10,000 Bookeeping and accounts.
20 Fund Raising Officer 25,000 Fund raising for developments.
Total Full Year Posts 468,000
Salary on costs (20%) 93,600
Total 561,600

VarIabIe Staff
8ecause of the seasonal nature of the park, a large proportIon of the staff wIll be
employed on a part tIme and seasonal basIs. The park wIll, In partIcular, employ many
students durIng theIr summer holIdays.
A large proportIon of the varIable staffIng wIll be requIred to operate the rIdes. FIgure 72
shows the staffIng that Is needed for each of the rIdes whIch the park Is expected to have.
t assumes that staff are traIned for all rIde posItIons (operator, greeter, loadIng, guest
assIstance) and are rotated accordIngly. FractIons mean that one person wIll be able to
cover more than one rIde. ThIs produces an estImate of about f550,000 annual cost for
provIdIng attendants for the rIdes assumIng that an hourly rate of f6.25 (the mInImum
wage Is currently f5.7J for adults aged 22 and over, f4.77 for those aged 1821). |any of
the staff wIll be under the age of 21, but It wIll be advantageous to pay some of the staff a
hIgher rate than the mInImum.
Locum ConsultIng
Fyure 72: Attendants requred jor each rde
Ride Peak Day Shoulder Off Peak Winter Fest Total
Cableway 2 1.5 1 1.5
Whip 2 1.5 1
Water Chute 3 2.5 2
Scenic Railway 6 4 2
River 3 2.5 2
Meteorite 2 1.5 1
Dark Ride 2 1.5 1 1.5
Caterpillar 2 1.5 1
Swing 2 1.5 1
Mouse 3 2.5 2
Scooters 2 1.5 1
Wanted Rides
Gallopers 2 1.5 1 1.5
Junior Train 1 1 1 1
DL Train 3 2.5 2 2.5
Toyset 2 1.5 1 1.5
Helter Skelter 1 1 1
Ghost Train 2 1.5 1
Juvenile 1 1 1
Junior Whip 2 1.5 1
Ride Attendants Per Hour 43 34 24 10
Contingency (15%) 6 5 4 1
Total Ride Attendants 49 39 28 11
Hours per annum: 682 880 280 269 2,111
Hourly rate: 6.25 6.25 6.25 6.25
Annual cost: 210,781 211,888 48,300 18,368 489,336
Employment costs (12%): 58,720
Total: 548,056
Staff Requirement

Staff would also be employed on a seasonal basIs for other tasks such as cleanIng, sellIng
tIckets and gardenIng.
Locum ConsultIng
Fyure 73: 0ther Varable Stajj
Peak Day
Shoulder
Day
Off Peak
Day
Winter
Fest Total
Ticketing 6 4 2 3
Cleaning (Grounds, WCs and General) 5 3 2 2
Gardening 2 2 1 1
Security and first aid 3 2 2 2
Total Other Variable Staff 16 11 7 8
Hours per annum: 682 880 280 269 2,111
Hourly rate: 6.25 6.25 6.25 6.25 6.25
Annual cost: 68,200 60,500 12,250 13,450 154,400
Employment Costs (12%): 18,528
Total: 172,928
Staff Requirement

VoIunteers
The Trust wIll use volunteers to provIde servIces that are not related to core operatIonal
requIrements. They wIll Include InterpretatIon, vIsItor InformatIon, assIstance wIth
restorIng rIdes, research and archIve development. About 100 people IndIcated at the
0ream of 0reamland event that they would be Interested In volunteerIng. t Is antIcIpated
that there wIll be about 6 provIdIng 10 hours or more per week and about an addItIonal 25
provIdIng more than J hours on average.
7.3.2 harketIng, Events, FestIvaIs and ProgrammIng
A budget of fJ25,000, just under f1 per antIcIpated vIsItor payIng to go on rIdes, has been
allowed for promotIonal actIvIty, cultural actIvIty, and specIal events.
As wIth all vIsItor attractIons, the bread and butter promotIonal actIvIty wIll be the
dIstrIbutIon of a leaflet about the park across Kent and surroundIng areas, focusIng In
partIcular on vIsItor accommodatIon and other attractIons. Fegular brochure dIstrIbutIon
servIces wIll be used.
Df partIcular note wIthIn the budget:
- t Is assumed that there wIll be maInstream advertIsIng, IncludIng on televIsIon,
around Kent and on the London Underground.
- t also assumes that the Internet sIte Is regularly updated and Is of hIgh standard, and
that there Is faIrly large amount of Internet advertIsIng on sItes that are lIkely to be
seen by potentIal vIsItors.
- f8,000 has been allowed for admInIstratIon of a members' scheme. ThIs would be
aImed at people who have an Interest In the development of the park and who are
lIkely to be frequent vIsItors. t would be equIvalent to a season tIcket scheme.
Locum ConsultIng
- f1J0,000 has been allowed for stagIng and promotIng the WInter FestIval. The
experIence of ChrIstmas related events at Paulton's Park and Portsmouth HIstorIc
0ockyard Is that they are exceptIonally popular and a major revenue generator.
0reamland wIll have component elements that wIll enable It to replIcate that, not
least the abIlIty to dress the ScenIc FaIlway and seasonally theme some of the dark
rIdes, as they do at the popular CullIvers Theme Park's wInter festIvals. ThIs would
be the focal poInt of a major cultural actIvIty and the park would work In partnershIp
wIth the other cultural facIlItIes In town - especIally the Theatre Foyal and Turner
Contemporary - to develop and joIntly promote synergIstIc actIvIty.
- f15,000 has been allowed for other programmIng over the year, IncludIng festIvals and
events. As wIth the WInter FestIval, thIs would Include specIal events In partnershIp
wIth Turner Contemporary, arts festIvals and tradItIonal bank holIday festIvals.
- f10,000 has been allowed for materIals In support of school vIsIts and for promotIng
them.
The Park would work In partnershIp wIth other organIsatIons marketIng the area,
especIally 7IsIt Kent and local attractIons In East Kent such as Canterbury Cathedral and
Leeds Castle. ts offer would be synergIstIc wIth theIrs and there wIll be potentIal for joInt
packages.
Fyure 74: Marketny and Events udyet
Administration of members scheme & newsletter 8,000
Advertisements in tourist guides and maps 3,000
Brochure Production and Distribution 40,000
Educational materials 10,000
Memberships 1,500
Poster advertising in Kent area and London Underground 20,000
Press advertising 10,000
Press campaigns and visits 5,000
Regional TV advertising 50,000
Events, festivals and entertainment 15,000
Sundry 1,500
Visitor Survey 6,000
Web advertising 10,000
Web site management 15,000
Winter Festival activity 100,000
Winter Festival promotion 30,000
Total: 325,000

7.3.3 Dverheads
Three overhead costs are expected to domInate: Insurance, maIntenance and rIde renewal
and utIlItIes.
8ecause of theIr hIstorIc nature, parts for the rIdes wIll be expensIve and dIffIcult to
source.
Locum ConsultIng
There wIll be need for partIcular care because of health and safety consIderatIons and the
budget allows for annual external InspectIon and hIre of machInery/plant and equIpment.
Fyure 75: 0verhead Costs
Notes
Audit 8,000 Audit of annual accounts
Bank and Credit Card Charges 40,000 Credit card charges, cash collection, bank charges. C 1.5% of turnover
Board Expenses 3,000
Buildings and Grounds Maintenance 30,000 Materials and special labour
Cleaning Materials 5,000
Curatorial 10,000 Assembing and storing archive material
Horticulture 25,000
Insurance 200,000
IT 8,000 Tills and accounting system (on lease)
Legal 5,000
Licences 5,000
Maintenance & Ride Renewal 225,000 Assumes 20 restored/historic rides. Parts for such rides will be
expensive and difficult to source. Need to allow for annual external
Office Equipment 3,000
Office Sundries 5,000
Out of hours security 60,000 3 posts at 18,000 per annum
Printing, stationery and postage 12,000 Including tickets
Recruitment Costs 5,000 Mainly to cover seasonal staff and casuals
Refuse Collection 7,000
Signage 5,000
Telecommunications 10,000
Uniforms 6,000
Utilities 300,000
Wireless Radios 3,000
Sundry 20,000
Total Overheads 1,000,000

7.4 ProfIt and Loss - StabIIIsed Year
ThIs profIle of revenue and expendIture should result In the park operatIng at a substantIal
surplus (before deprecIatIon).
Fyure 76: Projt and Loss
Net Revenue
Ride Tickets 2,948,936
Secondary Spend 328,125
Total: 3,277,061
Expenses
Permanent Staff 561,600
Ride Attendants 550,310
Other Variable Staff 172,928
Total Staff: 1,284,838
Overheads: 1,000,000
Marketing and Events: 325,000
Total expenditure: 2,609,838
Surplus/deficit 667,223

Locum ConsultIng
ThIs entIre surplus would accrue to the Trust If It ran the park Itself. t Is more lIkely,
however, that the Trust wIll contract the operatIon to a specIalIst operator. t Is envIsaged
that an operator wIll take a lease on the park, takIng some of the rIsk, but payIng the
Trust a premIum If certaIn revenue targets are met. ThIs wIll probably take the form of a
combInatIon of fIxed fee, a percentage of turnover, and a percentage that of the net
surplus. The percentage base components would escalate so as to reduce the rIsk to the
Trust.
The operator would probably also generate revenue from food and beverage and retaIl
operatIons. f theIr remuneratIon from the park operatIons amounts to about 10 of
revenue, thIs would amount to about fJ00,000 a year, about half of the projected surplus.
An equIvalent amount would accrue to the Trust.
Dn the other hand, however, an outsIde operator should be able to generate economIes
that should reduce the operatIonal expenses and compensate - partly or entIrely - for the
profIt whIch they generate from the park.
7.5 10 Year ProjectIon
As explaIned In sectIon 6.5, the experIence of other new attractIons Is that the openIng
year represents a peak. The vIsItor projectIons estImate that 20 more tIckets may be sold
In year 1 than In the stabIlIsed year (year J). For conservatIsm, we have assumed that the
average Income per rIde mIght be 10 less In the fIrst year. Dne reason for that Is that It
wIll take tIme to buIld up sales of the Club tIckets (whIch, after year 1, wIll have
renewals). After Year J, It has been assumed that the real Income per vIsIt wIll Increase by
2 per year as addItIonal rIdes and attractIons are added and as addItIonal members are
attracted to the 0reamland Club.
Fyure 77: Revenue jrom tcket sales
Year Versus Year 3
in real terms
Av per person
(exc VAT at
17.5%)
Ticket
Purchases
Income
1 90 7.58 420,000 3,184,851
2 95 8.00 367,500 2,941,564
3 100 8.43 350,000 2,948,936
4 102 8.59 357,000 3,068,073
5 104 8.77 364,000 3,190,796
6 106 8.94 371,000 3,317,201
7 108 9.12 378,000 3,447,385
8 110 9.30 385,000 3,581,450
9 113 9.49 392,000 3,719,499
10 115 9.68 399,000 3,861,637

t has been assumed that the average spend per vIsIt on retaIl and food and beverage can
be Increased at 1 a year In real terms.
Locum ConsultIng
Fyure 78: 10 Year net rojt jrom secondary send
Year Av spend
versus Year 3
in real terms
Av per
person (exc
VAT at
17.5%)
Visits Gross
Revenue
Net Profit
(12.5%)
1 98 3.64 840,000 3,056,130 382,016
2 99 3.71 735,000 2,728,688 341,086
3 100 3.75 700,000 2,625,000 328,125
4 101 3.79 714,000 2,704,275 338,034
5 102 3.86 728,000 2,812,722 351,590
6 103 3.98 742,000 2,953,680 369,210
7 104 4.14 756,000 3,131,604 391,450
8 105 4.35 770,000 3,352,298 419,037
9 106 4.62 784,000 3,623,232 452,904
10 107 4.95 798,000 3,953,963 494,245

The addItIonal vIsIts In the fIrst two years could be accommodated wIth relatIvely lIttle
dIfference In operatIng costs. t has been assumed that operatIng costs would be 4 hIgher
In year 1 and 2 hIgher In year 2 In real terms than the stabIlIsed year (Year J), and that
they would Increase by 2 a year In real terms after Year J.
Fyure 79: Total 0eratonal Exendture
Year Versus Year 3
in real terms
Total
Operating
Expenditure
1 104 2,680,328
2 102 2,628,783
3 100 2,577,238
4 102 2,628,783
5 104 2,681,358
6 106 2,734,986
7 108 2,789,685
8 110 2,845,479
9 113 2,902,389
10 115 2,960,436

n combInatIon, thIs produces an estImate of the annual surplus startIng at about f850,000
a year, fallIng back to about f620,000, and then rIsIng agaIn.
Fyure 80: 10 Year P8 L
Year Ticket
Revenue
Secondary
Spend Net
Revenue
Expenditure Surplus/
Deficit
1 3,184,851 382,016 2,714,232 852,636
2 2,941,564 341,086 2,662,035 620,615
3 2,948,936 328,125 2,609,838 667,223
4 3,068,073 338,034 2,662,035 744,073
5 3,190,796 351,590 2,715,276 827,111
6 3,317,201 369,210 2,769,581 916,830
7 3,447,385 391,450 2,824,973 1,013,863
8 3,581,450 419,037 2,881,472 1,119,015
9 3,719,499 452,904 2,939,102 1,233,301
10 3,861,637 494,245 2,997,884 1,357,999

Locum ConsultIng
As descrIbed above, thIs would be before the cost of the park operator.
ThIs, of course, makes no allowance for phase two of the project, the creatIon of a
performance space from the audItorIum of the cInema.
7.6 reakevenlFInancIaI PIsk
There are a number of key varIables that wIll Impact on fInancIal performance:
- The number of vIsIts
- The proportIon that spend on rIdes and the amount that they spend
- The proportIon that spend on retaIl, food and beverage and other sundrIes and the
amount that they spend
- DperatIonal expenses.
WIthIn the basIc operatIonal model outlIned In thIs busIness plan, a relatIvely hIgh
proportIon of the costs wIll be fIxed. t wIll be necessary, In partIcular, to maIntaIn most
of the staffIng IrrespectIve of the number of vIsIts. The maIn cost that could be adjusted
wIll be the rIde attendants - If vIsIts are consIderably less than expected, It wIll be
possIble to have the shoulder season staffIng profIle In the peak and the off peak staffIng
profIle In the shoulder perIods.
FIgure 81 splIts the maIn expendIture Items between fIxed (I.e. wIll not change at all
IrrespectIve of vIsItor numbers) and varIable (I.e. those that wIll change In proportIon to
vIsItor numbers).
Fyure 81: Fxed and Varable
Fixed Variable Total
Permanent staff 80% 20% 100%
Variable staff 35% 65% 100%
Overheads 80% 20% 100%
Permanent staff 449,280 112,320 561,600
Variable staff 253,133 470,105 723,238
Overheads & Marketing 1,060,000 265,000 1,325,000
Total: 1,762,413 847,425 2,609,838
% of total: 68% 32% 100%
Net revenue per visit 4.68

AssumIng that there wIll be an addItIonal cost representIng the profIt of the operator, thIs
suggests that (assumIng that revenue per vIsItor Is unchanged) the breakeven would be
about 525,000 vIsIts (I.e. about 260,000 purchasIng a tIcket of some sort).
Locum ConsultIng
Fyure 82: reakeven
Visits vs
forecast
Visits Net Rev Fixed Costs Variable
Costs
Surplus/
Deficit
125% 875,000 4,096,326 1,762,413 1,059,281 1,274,632
120% 840,000 3,932,473 1,762,413 1,016,910 1,153,150
115% 805,000 3,768,620 1,762,413 974,538 1,031,669
110% 770,000 3,604,767 1,762,413 932,167 910,187
105% 735,000 3,440,914 1,762,413 889,796 788,705
100% 700,000 3,277,061 1,762,413 847,425 667,223
95% 665,000 3,113,208 1,762,413 805,054 545,741
90% 630,000 2,949,355 1,762,413 762,682 424,259
85% 595,000 2,785,502 1,762,413 720,311 302,778
80% 560,000 2,621,649 1,762,413 677,940 181,296
75% 525,000 2,457,796 1,762,413 635,569 59,814
70% 490,000 2,293,943 1,762,413 593,197 -61,668
65% 455,000 2,130,090 1,762,413 550,826 -183,150
60% 420,000 1,966,237 1,762,413 508,455 -304,631
55% 385,000 1,802,384 1,762,413 466,084 -426,113
50% 350,000 1,638,531 1,762,413 423,712 -547,595

7.7 PossIbIe Pesponses to FInancIaI Underperformance
f the vIsItor numbers are substantIally less than expected and It Is not possIble to operate
the busIness model outlIned In thIs report In a fInancIally sustaInable way, the Trust wIll
have the optIon of adoptIng a dIfferent approach, gIvIng much greater focus to the
herItage sIde and less focus to the operatIonal amusement park sIde.
ThIs would, In effect, treat the outdoor area more as a town park, wIth emphasIs on the
InterpretatIon of the hIstory of the park, the ScenIc FaIlway and other hIstorIc rIdes. The
rIdes themselves would become more lIke artefacts and would be operated less frequently
or not at all. ThIs would be sImIlar to the 0Ingles FaIrground HerItage Centre In 0evon,
whIch does not operate rIdes on every day that It Is open, wIth the rIdes beIng more lIke
museum artefacts.
ThIs would enable the overheads of runnIng the park to be greatly scaled back. As a
largely herItage InstItutIon, It could make much greater use of volunteers (although not for
operatIng rIdes, because of health and safety and Insurance reasons).
SubstantIal Income could stIll be generated from the food and beverage outlets and there
would be optIons for usIng the park for events and other actIvItIes that could be revenue
generatIng.
Even In that scaled back form, the park would play an exceptIonally posItIve role In the
regeneratIon of |argate. t would stIll be a very attractIve facIlIty.
Locum ConsultIng
8. CapItal Costs and FundIng
8.1 CapItaI Costs
The estImated total for the project Is f12.4Jm. The 0esIgn Feport has a full breakdown.
Fyure 83: Summary oj Catal Costs jor the Phase 1 Proect
Item Totals
In Kind 7,800 7,800
Capital
Construction - Cinema (inc contingencies) 1,421,686
Construction - Amusement Park (inc contingencies) 6,242,365
Cinema Organ - Survey and Works 55,000
Demolitions and Asbestos removal 1,270,000
Fees - Cinema 257,000
Fees - Amusement Park 1,093,500
Soft Landscaping 1,220,859
Total: 11,560,410 11,560,410
Project Management
Project Manager (p/t) 65,416
Client Manager (f/t) 55,000
Admin (p/t) 14,520
Recruitment 4,250
Travel 2,500
OJEU and Tender Costs 25,000
Total: 166,686 166,686
Public Engagement
Events, Webiste and Education 29,000
Additional BP and Audience Development 15,000
Archive Project 48,000
Youth street culture project 63,600
Total: 155,600 155,600
Access
Interpretation - Design and Installations 430,000
Conservation Managment Plan 8,000
Total: 438,000 438,000
Evaluation 35,000 35,000
Capacity Building
Trustees Expenses and Training 6,380
Volunteer Expenses and Training 9,000
Total: 15,380 15,380
Other
Fund Raising 6,000
Legal 42,500
Accreditation (Green Tourism) 2,500
Total: 51,000 51,000
TOTAL COST: 12,429,876

Locum ConsultIng
8.2 FundIng
The prImary sources of funds would be the Sea Change programme, the owners of the sIte,
and HerItage Lottery Fund.
The Landowners have agreed to transfer the freehold of the sIte and cInema buIldIng to
the Trust for a nomInal sum (f1). The Landowner's contrIbutIon wIll be secured vIa a
SectIon 106 agreement assocIated wIth the 'enablIng' development on the adjoInIng land.
FundIng from the enablIng development would provIde a dIrect 100 match to the Sea
Change funds. t Is antIcIpated that a plannIng applIcatIon for the 'enablIng development'
wIll be submItted later In 2009. ThIs Is lIkely to consIst of some mIxed ancIllary uses. The
tImeframe for the enablIng development Is unclear due to the prevaIlIng market
condItIons. As such, It Is envIsaged that a fundIng mechanIsm wIll be agreed between the
owners and Thanet 0IstrIct CouncIl and the Homes and CommunItIes Agency to provIde a
'brIdgIng loan' for the developer's contrIbutIon. ThIs wIll be tIed Into the HCA's wIder
Investment model for |argate and paId back to the HCA to reInvest In the town. Payment
wIll be lInked to a development appraIsal formula and an agreed set of 'trIggers'.
Dther contrIbutIons wIll be secured from local partners and grant gIvIng bodIes IncludIng
Thanet 0IstrIct CouncIl, the Arts CouncIl South East, EnglIsh HerItage and South East
England 0evelopment FegIonal 0evelopment Agency, as shown In FIgure 84.
Fyure 84: Fundny Plan jor the Phase 1 Proect
Sea Change 4,000,000
MTCRC 4,000,000
HLF 3,019,069
Thanet District Council 750,000
ERDF 250,000
Arts Council England 100,000
English Heritage 100,000
Others 203,007
Volunteer Time 4,800
Trustees 3,000
Total: 12,429,876

Locum ConsultIng
9. Project 0elIvery
.1 The Team
The 0reamIand Trust
The project wIll be led by the trustees of the 0reamland Trust. They are:
NIck LaIster hPTPI (ChaIr of Trustees) founded the Save 0reamland CampaIgn and was
Instrumental In securIng lIsted buIldIng status for the ScenIc FaIlway. As dIrector In a
leadIng plannIng consultancy, NIck works wIthIn the vIsItor attractIons Industry actIng on
behalf of several UK and InternatIonal vIsItor attractIon operators on a natIonal basIs and
Is a wellknown leadIng authorIty on the amusement park Industry.
Susan harsh hE (Hon. Secretary) became actIvely Involved In Save 0reamland CampaIgn
In 200J and undertook the advocacy for the 2004 Local Plan PublIc nquIry. Susan brIngs
knowledge of communIty Involvement In plannIng matters, equalIty and dIversIty and
educatIon.
Sarah VIckery (Hon. Treasurer and CampaIgn CoordInator) Is owner and operator of the
Crade lIsted Shell Crotto, one of |argate's most popular tourIst attractIons. A former
journalIst on natIonal newspapers and magazInes, she has wIde knowledge of the tourIsm
Industry on the sle of Thanet.
PIchard Cray was wIth EnglIsh HerItage as an nspector of HIstorIc 8uIldIngs and wrItes and
now lectures on hIstorIc archItecture. He has been ChaIr of the CInema Theatre
AssocIatIon and Is currently Its ChaIr of Casework. FIchard Is author of CInemas In 8rItaIn
and a Trustee of the Stockport Plaza Trust that runs a 19J0s cInema as a selfsustaInIng
communIty busIness.
Andrew Cannon FCA Is founder and prIncIpal of SpurlIng Cannon, Chartered Accountants,
wIth offIces In ClIftonvIlle and Westwood. He Is actIve In a number of local communIty
organIzatIons and has good busIness networks throughout Kent.
NeII Sparkes Is a successful Famsgatebased musIcIan, producer and artIst. He has worked
wIth the Stranglers, Peter CabrIel and LInton KwesI Johnson among many others and he
has developed networks among the creatIve communItIes across Kent.
The 0reamIand CIIent Croup
The project development has been undertaken by The 0reamland ClIent Croup, a cross
sector partnershIp.
The key IndIvIduals are:
Locum ConsultIng
0erek HardIng, hargate PenewaI PartnershIp (representIng a range of publIc sector
partners)
0erek Is the Programme 0Irector for the |argate Fenewal PartnershIp set up to
spearhead the regeneratIon of |argate. 0erek Is also ChaIr of the 8UFA SeasIde Network
executIve. PrIor to takIng up hIs current post, he was a 0Irector of Hyde HousIng for over 6
years wIth responsIbIlIty for communIty regeneratIon actIvItIes. 0erek has delIvered a
number successful regeneratIon schemes IncludIng dIrectly managIng the WoolwIch CapItal
Challenge programme and three SF8 Programmes In London between 1997 2004. He Is a
qualIfIed town planner wIth 8A Honours In Urban PlannIng StudIes.
NIck 0ermott, Thanet 0IstrIct CouncII. NIck was an archItect In prIvate practIce before
beIng appoInted as ConservatIon DffIcer at Thanet 0IstrIct CouncIl In 1996. SInce 2007 he
has been HerItage AdvIsor In |argate, a post part funded by EnglIsh HerItage.
Peter eck, hargate Town Centre PegeneratIon Company (Iandowners)
Peter Is the ConstructIon |anager for WCP |anagement Ltd who act as agents for |argate
Town Centre FegeneratIon Company, the owners of the 0reamland sIte In |argate. Peter
has sIgnIfIcant experIence of delIverIng complex multImIllIon pound cIty centre
developments and has been part of such projects as West Quay ShoppIng Centre In
Southampton, The 8ullrIng In 8IrmIngham and PrIncesshay In Exeter. He has been
responsIble for many aspects of these projects IncludIng bId management, desIgn
management and project management. Peter has sIgnIfIcant experIence of delIverIng
developments and hIs experIence ranges from workIng for large natIonal buIldIng
contractors wIthIn the UK, to runnIng hIs own InternatIonal property consultancy busIness.
He also has a 8Sc Hons 0egree In ConstructIon |anagement and Is a member of the
Chartered nstItute of 8uIldIng.
.2 0eveIopment Work to 0ate
The scheme has been developed to F8A Stage C by LevItt 8ernsteIn ArchItects, workIng In
partnershIp wIth world class theme park specIalIst Jean|arc ToussaInt.
The desIgn team comprIses:
- CyrII Sweett PartnershIp, QuantIty Surveyors
- hIchaeI arcIay PartnershIp, Structural engIneers
- hax Fordham PartnershIp, ServIces EngIneers
- Jean harc ToussaInt, 0 Amusements, amusement park consultants
- Stephen HetherIngton, Theatre Consultant
- PauI CIIIIeron AssocIates, AcoustIc consultants.
n addItIon:
Locum ConsultIng
- The PrInce's PegeneratIon Trust have managed the feasIbIlIty and prepared the
ScopIng report, ConservatIon Statement and the lIve HerItage Lottery Fund bId;
- Locum ConsuItIng who have prepared thIs 8usIness and AudIence 0evelopment Plan.
The ClIent Croup have employed leadIng professIonals to ensure that the scheme Is world
class In qualIty and represents value for money. All professIonals were selected
competItIvely from strong fIelds.
LevItt 8ernsteIn has an outstandIng track record workIng wIth hIstorIc buIldIngs and arts
and herItage led urban regeneratIon projects In sensItIve hIstorIc envIronments. They have
been the archItects for a number of performance venues. TheIr specIalIst dIvIsIon, LevItt
8ernsteIn Landscape ArchItecture, have extensIve experIence In the desIgn of urban
spaces, wIth partIcular expertIse In envIronmental Improvement schemes assocIated wIth
publIc buIldIngs, and parks and gardens.
Jean|arc ToussaInt Is a world expert In amusement park desIgn who has collaborated on
projects In Europe, FussIa and the US.
.3 Project management
Thanet 0IstrIct CouncIl has extensIve experIence of managIng large capItal programmes.
WorkIng through the |argate Fenewal PartnershIp, we have successfully delIvered multI
mIllIon programmes In the Dld Town, funded under TH, EF0F and the East Kent
PartnershIp whIch has Included the creatIon of artIsts workspace, gallerIes, publIc realm
Improvements and conservatIon works.
|argate Fenewal PartnershIp has been closely Involved wIth the Turner Contemporary.
|FP was Instrumental In creatIng the partnershIp and developIng the wIder regeneratIon
plans to support the gallery and secure the grant fundIng for the capItal buIld.
The exIstIng 0reamland ClIent group wIll contInue to oversee the project and appoInt a
Project |anager who wIll oversee the programme delIvery and capItal works for Phase 1.
Thanet 0IstrIct CouncIl /|argate Fenewal PartnershIp project management procedures
wIll be adopted to oversee the constructIon and delIvery of the project. A sample of the
project management tools Is provIded In the supportIng InformatIon (T0C Corporate
Project |anagement 8rIef, FIsk |anagement Procedure and |FP Quarterly |onItorIng
Feports).
0urIng the 0evelopment and Contract Phase, up to the poInt at whIch The 0reamland
Trust assumes ownershIp of the sIte, the consultant team wIll be managed by a specIalIst
project manager. A ClIent FepresentatIve, employed by |argate Fenewal PartnershIp on
behalf of the 0reamland ClIent Croup, wIll manage the project overall. The 0reamland
Trust wIll have a dIrect Involvement In the appoIntments to these two posItIons and the
Trust wIll contInue to be a member of the 0reamland ClIent Croup.
Locum ConsultIng
Dn transfer of the sIte to the Trust, the 0reamland ClIent Croup wIll become a resIduary
body and seek to wInd Itself up as soon as Is practIcable. Dn assumIng ownershIp of the
sIte, the 0reamland Trust wIll become employer of the Project |anager.
The Youth Street Culture project wIll be developed by 0reamland ClIent Croup In
assocIatIon wIth NIck 0ermott of Thanet 0C. 0reamland Trust Trustees wIll manage the
project day to day.
The archIve project wIll be led by the 0reamland ClIent Croup In assocIatIon wIth NIck
0ermott of Thanet 0C and the 0reamland Trust who wIll manage the development of the
project day to day.
The cost projectIons assume the appoIntment of a project manager.
.4 PubIIc consuItatIon
There has been extensIve consultatIon about the proposals wIth local people over a
number of years whIch culmInated In an event on 15 |arch 2008 attended by 400. ThIs
consultatIon Is detaIled In AppendIx 5.
The 0reamland Trust Is Itself hIghly representatIve of people who enjoy amusement parks,
both enthusIasts, who are concerned about the fIne detaIl, and those for who look forward
to a famIly outIng to a qualIty orIentated seasIde amusement park.
They have been actIvely Involved In the desIgn of the park from Its InceptIon. DrdInary
users have also been actIvely engaged vIa the consultatIon events, especIally the " 0ream
of 0reamland" event held on 15 |arch 2009.
The Trust has developed rapport wIth a large proportIon of the communIty and wIll
contInue to actIvely Involve them In the plans as they are developed (and thereafter). ThIs
wIll Include bold dIsplays on sIte of the work that Is takIng place durIng constructIon.
Dver the course of the next phase a structured and extensIve programme for communIty
engagement wIll be developed. ThIs wIll Involve both formal and Informal methods. The
project wIll also utIlIse creatIve approaches and support publIc partIcIpatIon In the project
through the arts.
An Access AudIt was undertaken durIng the desIgn work, especIally for the CInema
buIldIng, whIch Influenced the use of space and concept defInItIon.
The CouncIl and partners have strong relatIonshIps wIth a number of voluntary and
communIty sector organIsatIons. Through the Safer Stronger CommunItIes Fund
Programme, |argate Fenewal has funded and establIshed good lInks wIth East Kent
|encap, the Kent Fefugee and |InorIty Support Croup and Project Engage. These last two
organIsatIons have resources to support work wIth young people. Through Project Engage,
we have developed lInks wIth PIe Factory |usIc, PIpelIne and Hang 10 all youth
organIsatIons who we wIll seek to Involve In developIng and delIverIng the programme.
Locum ConsultIng
10. Project TImetable
The desIgn for the amusement park and the cInema complex has been completed to F8A
Stage C.
The Stage C desIgn wIll be used as the basIs for the applIcatIons to be submItted to the
major funders, namely CA8E for Sea Change and the HerItage Lottery Fund (HLF).
The HLF submIssIon Is due on 1
st
AprIl 2009 and It Is antIcIpated that a decIsIon wIll be
receIved from the South East FegIonal CommIttee on 18
th
September 2009.
The CA8E submIssIon Is due on J0
th
AprIl and It Is antIcIpated that a decIsIon wIll be
receIved on J
rd
June 2009.
There Is a desIre to open the new facIlItIes to the publIc agaIn as soon as possIble and
there Is requIrement to have spent then Sea Changes fundIng before the end of 2011. For
thIs reason It Is necessary to undertake certaIn works prIor to receIvIng decIsIons on
fundIng. The works that wIll occur ahead of fundIng decIsIons Include:
- DJEU desIgn team for F8A Stage 0
- SubmIt PlannIng ApplIcatIons
- DJEU asbestos removal
- 8egIn DJEU process for Phase 1 Contractor
These works wIll allow for a start on sIte shortly after the fundIng has been secured,
enablIng completIon of the project by the end of 2011.
n summary, the maIn stages of the project are:
- |oU sIgned J0/04/09
- HCA Agreement J0/05/09
- Sea Change 0ecIsIon 0J/06/09
- HLF 0ecIsIon 19/09/09
- Scheme 0esIgn to F8A Stage 0 09/10/09
- LIsted 8uIldIng Consents 12/10/09
- DJEU Phase Tender 18/12/09
- Phase Contract 25/01/10
- Phase CompletIon 21/02/11
- DJEU Phase Tender 14/01/1J
- Phase Contract 18/08/14
- Phase CompletIon J0/01/15
Locum ConsultIng
The full project programme Is attached at AppendIx 7.
Phase 2 of the project - conversIon of the audItorIum Into a performance venue wIll be
drIven by the realIsatIon of addItIonal fundIng streams. The summary programme shows
assumptIons show constructIon commencIng In 201J wIth completIon early 2015.

Locum ConsultIng
11. Dutputs and Dutcomes
11.1 PhysIcaI PegeneratIon
AppendIx 1 summarIses the regIonal and local regeneratIon strategIes that apply to
|argate.
All of them recognIse the central role that the redevelopment of the 0reamland sIte has In
the future of the town. t Is such a large and central sIte that faIlure to redevelop It must
InevItably be a contInuIng drag on the town.
Through Its work In developIng a destInatIon strategy and a masterplan for the town
centre, and then a development brIef for the 0reamland sIte, |argate Fenewal
PartnershIp has establIshed a clear vIsIon for how the town can be regenerated.
The strategy envIsages |argate as beIng a "mosaIc" offerIng a serIes of experIences of hIgh
qualIty, each of dIfferent character and appeal but also synergIstIc wIth each other.
The key pIeces of thIs mosaIc are:
ConsIderable progress has already been made on makIng the most of the Inherent appeal
the atmospherIc Dld Town to make It an exceptIonally attractIve cultureorIented
destInatIon. nvestment has been made In the townscape and In nurturIng creatIve
IndustrIes, and the new 0avId ChIpperfIeld desIgned Turner Contemporary Callery, a
project led by Kent County CouncIl, Is under constructIon. t Is scheduled to open In SprIng
2011.
0reamland, and the adjoInIng ArlIngton sIte, Is the second key pIece of the mosaIc.
Together they domInate the "other sIde" of the bay facIng the Dld Town. The sIte Itself Is
domInated by the magnIfIcent art deco 0reamland CInema buIldIng, and the lIsted ScenIc
FaIlway, whIch once formed a key part of the 0reamland Amusement Park.
The proposed 0reamland NatIonal HerItage Amusement Park wIll physIcally transform the
appearance of the envIronment. The buIldIng wIll once agaIn be a stunnIng landmark on
the seafront. The park, wIth Its landscaped gardens and beautIfully restored rIdes, wIll be
attractIve on the eye rather than an eyesore.
The development of the rest of the sIte, and ArlIngton, wIll also greatly enhance the
envIronment. Furthermore, by allowIng constructIon of a new road Into the town centre a
the back of the 0reamland sIte, the development wIll take traffIc away from the seafront
and enable that pIece of the "mosaIc" to be greatly Improved also.
Locum ConsultIng
The development wIll greatly Improve the qualIty of |argate as a destInatIon, not just by
gIvIng It, agaIn, an amusement park that attracts many vIsItors. t wIll provIde, In
partIcular, the town wIth a food and beverage offer of a qualIty and style that Is currently
absent.
t wIll also create a wInter attractIon of qualIty that wIll help to provIde a more balanced
all year offer and to sustaIn busIness In hotels In the area In the wInter.
11.2 EconomIc PegeneratIon
The populIst theme of the attractIon means that It wIll attract large numbers of vIsItors to
|argate and, In so doIng, Inject a large amount of revenue Into the economy.
A full economIc appraIsal has not yet been undertaken but, of the estImated 700,000
annual vIsIts to the attractIon, It seems lIkely that at least 250,000 (about a thIrd) wIll be
attracted to the town as a result of the park.
Locum recently undertook a major research exercIse In the North West assessIng the
amount of money that people spent on days out. t suggested that people who took days
out maInly for the purposes of vIsItIng a tourIst attractIon spent, on average, fJ4 per day
(excludIng travel to the destInatIon). A sIgnIfIcant part of these vIsItors are lIkely to stay
overnIght In |argate or In other parts of Kent and, therefore, spend more.
AssumIng an average spend of about fJ5 per day, thIs ImplIes that the park could be
expected to result In about f8.75 mIllIon a year extra Into the local economy, IncludIng
that whIch forms the revenue of the park Itself.
ThIs wIll have a varIety of economIc effects on an ongoIng basIs:
- t wIll create employment dIrectly. The busIness plan calculates that the park wIll
have 17 full tIme employees. There are lIkely to be as many agaIn In the caterIng and
retaIl operatIons that accompany It. The park wIll also employ about 100 part
tIme/seasonal staff, wIth large numbers also employed In the caterIng and retaIl
operatIons.
- t wIll generate IndIrect economIc actIvIty. ThIs wIll partly be through jobs created
and sustaIned In bars, restaurants, hotels and shops by vIsItor, and partly through
supportIng the busIness of a wIde range of supplIers from professIonal advIsors to
craftsmen.
- t wIll generate Induced economIc actIvIty through employees and supplIers
themselves spendIng In the economy.
|odels that estImate the economIc Impact of tourIsm tend to assume about f45,000
expendIture per job created or sustaIned, but more conservatIve estImates assume about
f100,000. ThIs would that spend generated by the park would, In total, create/sustaIn
about 90190 full tIme equIvalent jobs In the local economy.
Locum ConsultIng
n addItIon, the park wIll create employment durIng the constructIon phase.
The creatIon of the HerItage Amusement Park wIll facIlItate and enable the second stage,
the conversIon of the audItorIum Into a 1,000 seat performance space. ThIs In Its own rIght
wIll be a major attractor and generate revenue and employment.
11.3 CuIturaI
0reamland wIll fIll a bIg gap In the preservatIon and InterpretatIon of the natIon's popular
culture. t wIll:
- Save, restore and preserve for future generatIons hIstorIc amusement park rIdes from
around the country. |ost Importantly, the lIsted ScenIc FaIlway would be restored to
full workIng order.
- ProvIde a new natIonally sIgnIfIcant InformatIon resource relatIng to 0reamland's
herItage, the hIstory and herItage of other amusement parks In the UK and worldwIde,
and the story of the 8rItIsh seasIde holIday.
- Fesult In the conservatIon, cataloguIng, research and development of a wIde range of
archIve materIal and other memorabIlIa relatIng to hIstorIc amusement parks and
make them more accessIble to a wIder audIence.
- Celebrate the customs, tradItIons, routInes and practIces assocIated wIth hIstorIc
amusement parks.
- FecognIse the Importance of hIstorIc amusement parks as conduIts for publIc memory
and mobIlIses peoples' affectIon for theIr redIscovery; the project buIlds on
authentIcIty and nostalgIa.
- 0eepen general publIc understandIng and broaden the appeal of hIstorIc amusement
parks especIally for chIldren and young people.
- nspIre publIc awareness apprecIatIon and enjoyment of hIstorIc amusement parks
thereby promotIng InclusIon and communIty actIon/Involvement.
- Enhance respect for the specIal sIgnIfIcance and sensItIvIty of hIstorIc rIdes among
those responsIble for theIr care.
- Act as a catalyst and focus for InformatIon, research and debate on hIstorIc
amusement parks through assocIated publIcatIons and an Internet presence.
- Fesult In the restoratIon of the 0reamland CInema (externally and Internally)
IncludIng the restoratIon of other key herItage assets such as the Compton organ.
- ProvIde a cornerstone of the Crectve Mcrycte regeneratIon strategy, helpIng posItIon
the town as a sea sIde destInatIon reborn wIth vIsual arts and culture at Its forefront.
- ProvIde a centre for recordIng and celebratIng youth street culture. The Stage 1
project wIll lay the foundatIons for doIng thIs no a large scale In Phase 2.
Locum ConsultIng
- The park wIll put on a vIbrant programme of cultural actIvIty In addItIon to Its day to
day operatIon, as a key part of creatIng a vIbrant and attractIve ambIence. t wIll be
the hub of the town.
11.4 EducatIon and TraInIng
0reamland wIll have an actIve schools engagement programme managed by a part tIme
educatIon offIcer wIth the support of a sIgnIfIcant budget.
The followIng InItIatIves wIll be taken to maxImIse local traInIng and busIness development
opportunItIes:
- A course, whIch has already been organIsed to take place durIng the constructIon
phase, creatIng traInIng placements for craftsmen and women who are already at N7Q
Level J In tradItIonal buIldIng skIlls. The placements wIll focus on tradItIonal plaster
repaIr, brIckwork and specIalIst joInery as part of the 8uIldIng Craft ApprentIceshIp
scheme run by The PrInce's FoundatIon for the 8uIlt EnvIronment. The course lasts
eIght months and apprentIces wIll be paId through a stIpend as part of acceptance on
the course.
- ApprentIceshIps wIthIn the contractual agreements for constructIon as part of a
scheme run by The PrInces FoundatIon for the 8uIlt EnvIronment.
- Supply chaIn development wIth support for local busInesses, creatIng potentIal further
local employment.
- Work experIence and traInIng for people (all ages) In constructIon, engIneerIng and
specIfIc courses related to the musIc Industry and the herItage park.
- |edIa related work experIence and traInIng In partnershIp wIth Canterbury ChrIst
Church UnIversIty.
11.5 SustaInabIIIty
EnvIronmentaI sustaInabIIIty
The essence of the project In Itself contaIns an Important sustaInabIlIty benefIt: retaInIng
and enhancIng a much loved place In |argate's cultural landscape. ProvIdIng contInuIty to
|argate's way of lIfe and broadenIng Its appeal to a wIder audIence would create tangIble
benefIts for the socIal sustaInabIlIty of |argate's sea sIde culture. 8y 'thInkIng globally
and actIng locally', the reuse, enhancement and preservatIon of rescued thrIll rIdes also
ensures a sustaInabIlIty benefIt to the project of a wIder cultural sIgnIfIcance.
Locum ConsultIng
The project wIll make a major contrIbutIon to the buIlt envIronment of |argate by
brIngIng Into benefIcIal use a promInent central sIte that has been largely unused sInce
2002.
The Project wIll restore to partIal use the 0reamland CInema buIldIng - the most
promInent dIsused buIldIng on |argate's seasIde promenade and the major archItectural
monument of the |argate Seafront ConservatIon Area. The Project wIll also restore to use
the ScenIc FaIlway, a dIsused lIsted structure. At the heart of the HerItage Amusement
Park Is the essence of recyclIng old rIdes, gIvIng them an opportunIty for a sustaInable
future.
The redeveloped 0reamland cInema buIldIng has been desIgned wIth much of Its new
accommodatIon at the South facade of the exIstIng buIldIng, whIch would maxImIse the
opportunIty for passIve solar gaIn and ventIlatIon In order to reduce energy consumptIon.
DffIce spaces wIll have openable wIndows to provIde natural ventIlatIon, maxImIse the use
of natural lIght and would use low energy lIght fIttIngs. Dther forms of renewable energy
to be consIdered, whIch are descrIbed In more detaIl In the desIgn report, Include:
PhotovoltaIcs, Solar Thermal panels, Cround Source CoolIng, FaInwater HarvestIng and
WInd Energy.
The publIc realm areas wIll adopt a hIerarchy of materIals whIch suItably defIne the use of
each space. t Is envIsaged that the maIn focal spaces wIll be defIned by use of a hIgh
qualIty natural stone, wIth a mIxture of bound gravel and natural stone aggregate pavIng
beIng used for connectIng spaces. ThIs approach ensures that the prImary spaces have the
hIghest qualIty materIal. All areas of hard and soft landscapIng wIll be desIgned to ensure
they requIre mInImal maIntenance and runnIng cost, wIth safety also beIng a prImary
concern. Trees and plants wIll be Implemented to be maInly contaIner grown and semI
mature to ensure they are suffIcIently robust to wIthstand the urban condItIons.
Column LIghtIng and feature lIghtIng wIll be used throughout the park, to ensure approved
LUX levels are obtaIned. The lIghtIng wIll Implement new technologIes whIch utIlIse whIte
lIght and energy effIcIent fIttIngs such as LE0 systems. Feature lIghtIng wIll be used to
hIghlIght desIrable elements, rIdes and landscape features.
SustaInable Urban 0raInage Systems (SU0S) wIll be utIlIsed where possIble for all hard
areas In the park, adoptIng a two stage fIltratIon process to ensure the water qualIty and
run Is controlled.
For both the buIldIng and the park, specIfIcatIon of materIals that mInImIse embodIed
energy and envIronmental Impact wIll be Important In the next stage of desIgn, and the
followIng prIncIpals would be followed:
- |aIntaIn a watchIng brIef on specIfIed materIals to ensure best practIce.
- AIm to use local materIals, 'green' materIals and recycled materIals, where possIble.
- Feuse exIstIng materIals, where possIble.
Locum ConsultIng
- SourcIng all tree and plantIng materIal to have local provenance to the area where
possIble.
- |InImIse use of chemIcals and solvents, no HCFC's, formaldehyde free InsulatIon.
- Select 'A' rated applIances where possIble.
A Flood FIsk Assessment Is In advanced stages wIth Thanet 0IstrIct CouncIl and no major
Issues have been reported. Any necessary mItIgatIng measures wIll be taken Into account If
necessary. A full EnvIronmental mpact Assessment report wIll be completed as the project
progresses.
SustaInabIe TourIsm
The project Intends to sIgn up to the Creen TourIsm 8usIness Scheme, valIdated by 7IsIt
8rItaIn, aImIng for SIlver standard wIthIn three years.
The project wIll maxImIse the opportunItIes for travel to 0reamland by traIn, takIng
advantage of the posItIon of the sIte less than 5 mInutes walk from |argate statIon, the
Improved raIl servIces vIa HIgh Speed Dne vIa Ebbsfleet from St Pancras from 2010 and
Intends to seek a combIned tIcketIng promotIon for raIl passengers as Is common for many
attractIons of thIs sort.
0reamland wIll make a sIgnIfIcant contrIbutIon to the crItIcal mass of attractIons provIded
by |argate and wIll help to create a more sustaInable tourIsm offer In the town. Although
0reamland wIll have maxImum appeal In the summer months, It wIll have destInatIon
Impact for the whole year. The restaurants and bars In the cInema buIldIng, whIch wIll
overlook eIther the beach or the park, wIll be open all year round and wIll be a major
destInatIon In theIr own rIght. The WInter FestIval wIll be a major attractor - other parks
such as Adventure sland In SouthendonSea, Paulton's Park In HampshIre and CullIver's
Theme Parks have demonstrated thIs. All of thIs wIll, In combInatIon wIth the allyear
round attractIon of Turner Contemporary, enable the town to produce a less seasonally
orIentated, and therefore a stronger, vIsItor economy.

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12. FIsk FegIster
12.1 PIsks durIng 0eIIvery of the Project
ltem Probcblty lmpcct Mtycton
The cost of restorIng the ScenIc
FaIlway turns out to be much hIgher
than expected.
HIgh. ThIs Is the bIggest area of cost
uncertaInty In phase 1 of the
project.
hedIumlHIgh. t could have
sIgnIfIcant Impact on the project
budget. The work could,
however, be done over a longer
perIod In a more tradItIonal
manner than currently envIsaged
In order to reduce the cost.
0etaIled appraIsal of alternatIves
approaches to the restoratIon of
the ScenIc FaIlway wIll be
undertaken as part of detaIled
feasIbIlIty work.
Dther development costs are hIgher
than antIcIpated.
hedIum. A 15 contIngency has
been allowed In the estImated costs.
hedIum. The project has a hIgh
level of flexIbIlIty. t wIll be
possIble to vary the nature and
extent of the project whIle stIll
maIntaInIng the IntegrIty of the
whole. t wIll always be a "work
In progress" I.e. one of Its
features and attractIons wIll be
that there Is always work takIng
place on future development.
The development wIll have a
professIonal project management
team.
The economIc sItuatIon makes It
ImpossIble to realIse the developer
contrIbutIon.
hedIum. EconomIc condItIons are
currently abnormally uncertaIn.
HIgh. ThIs would create a major
gap In the overall fundIng
package.
8uIld Into the S106 agreement a
mechanIsm for capturIng the
addItIonal contrIbutIons In the
future when the economIc
sItuatIon Improves.

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There Is a sIgnIfIcant fundIng gap. hedIum-HIgh. t Is possIble that the
major funders wIll be able to
commIt most of the fundIng
requIrement leavIng perhaps f1
mIllIon f2 mIllIon to be found from
a range of other sources. t Is
possIble that those funds wIll not be
forthcomIng.
hedIum. As descrIbed above,
there Is consIderable flexIbIlIty
In the project. There Is also a
backup optIon of beIng able to
secure a loan agaInst the fIxed
Income that wIll be generated
through lease or management
agreement wIth a park operator.
There wIll be sIgnIfIcant
flexIbIlIty to modIfy the approach
to the delIvery of the project,
especIally to complete It In
stages.
t Is not possIble to assemble enough
rIdes.
Low. |ost of the key rIdes have
already been acquIred or the Trust
knows of examples that can be
acquIred.
Low. There Is already enough to
create suffIcIent crItIcal mass.

t Is ImpossIble to fInd an operator of
the park.
Low. There are a number of possIble
operators and several have already
expressed Interest Informally.
hedIum. The Trust could sImply
run the park Itself, employIng
managers wIth requIsIte skIlls.
There would be a hIgher rIsk
level attached to thIs, however.
The Trust has IdentIfIed a
number of companIes that are
candIdates to operate the park
under a lease or a management
contract.

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12.2 PIsks after CompIetIon of the Project
The number of vIsItors Is much less
than expected, and/or the proportIon
of vIsItors payIng to go on rIdes Is
lower than expected, ImpactIng on
the abIlIty of the project to sustaIn
Itself fInancIally.
hedIum. Accurately predIctIng
vIsItor numbers for new attractIons
Is notorIously dIffIcult.
The concept Is, however, populIst In
nature than Is commonly the case
and the projectIons are conservatIve
In relatIon to other amusement
parks.
UltImately, It Is In a seasIde locatIon
whIch wIll always be popular for
vIsItors durIng the summer, and
amusement parks are always lIkely
to be popular In those locatIons.
hedIum. The breakeven level
gIven the core operatIng model
outlIned In the busIness plan Is
estImated to be about 25 lower
than the forecast outturn, but, If
performance Is much worse than
predIcted, the Trust wIll have
the optIon to adopt a much
lower cost operatIonal model
that wIll treat the attractIon
more as a publIc park wIth
herItage objects In It or
Introduce modern rIdes alongsIde
a smaller herItage park.
The fInancIal plan Includes a
substantIal marketIng budget In
relatIon to the number of payIng
vIsItors (fJ20,000).
t Is not possIble to let the
restaurant/bar spaces and/or the
rentals that are achIeved from them
are less than expected.
hedIum. f space Is not let, the
Trust wIll have the optIons of
runnIng food and beverage
operatIons Itself or of usIng the
space for alternatIve purposes such
as hIstorIc gamIng machInes.
hedIum. CommercIal actIvItIes
are estImated to make a net
contrIbutIon of about fJ50,000
to the revenue of the trust,
whIch Is a relatIvely small
proportIon of the overall
estImated revenue from the
park.
The spaces envIsaged for
caterIng offer Is of hIgh qualIty
and It Is lIkely that It wIll be
attractIve to prospectIve
tenants. There Is a gap In the
market In |argate for a food and
beverage offer of qualIty whIch
these spaces wIll be well
equIpped to fIll.

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Key costs, such as Insurance and
utIlItIes, rIse substantIally as a result
of market condItIons or some factor
at the park.
hedIum. hedIum The operatIng budget contaIns
substantIal contIngency and also
forecasts a substantIal surplus.
ThIs should be able to absorb an
Increase In these costs.
A serIous accIdent takes place on one
of the rIdes.
hedIum. AccIdents do occasIonally
happen at amusement parks and
they can have sIgnIfIcant short
medIum term Impact on vIsItor
numbers.
The busIness plan Includes
substantIal allowance for staffIng
and for materIals and testIng.
The park wIll be operated to the
hIghest health E safety practIces
by operators who have a strong
track record.
t Is not possIble to recruIt enough
staff to run the park effIcIently,
especIally In the peak season.
Low. There Is a good pool of labour
and the seasonal employment
opportunItIes wIll provIde good
employment opportunItIes for
students durIng theIr summer
holIdays.
hedIum. Efforts are already beIng made to
locate the key skIlled former
employees of 0reamland.
t Is ImpossIble to secure suffIcIent
capItal fundIng for the second phase
of the project - the restoratIon of the
audItorIum.
hedIum. The cost wIll be hIgh and
the fundIng wIll not be easy to
secure, especIally In the lead up to
the London DlympIcs and In the
lIkely context of pressure on publIc
fInances In the medIum term.
Low. Although the restoratIon of
the audItorIum Is a core
objectIve of the Trust, the
busIness plan Is not predIcated
on Its presence. There are many
examples of trusts that have had
to work hard for many years to
See comment above on S106 and
the abIlIty to secure further
prIvate sector fundIng when the
enablIng development proceeds.

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secure fundIng for conservatIon
of major herItage artefacts.
An operatIng subsIdy Is requIred for
the audItorIum after Its restoratIon.
HIgh. t seems lIkely that a subsIdy
wIll be requIred for a facIlIty of the
sIze envIsaged In thIs market.
Low. ThIs wIll have a hIgh
Impact on the delIvery of Stage
2, but low Impact on the
creatIon of the park, whIch Is
not dependent on the
audItorIum.
t Is antIcIpated that the
operatIng subsIdy from the rest
of the park wIll contrIbute to the
cost of runnIng the programme In
the venue. ts success wIll have a
substantIal Impact, therefore.
Locum ConsultIng
1J. Phase 2 Project: 0reamland CInema AudItorIum
13.1 The ChaIIenge of the AudItorIum
The 0reamland CInema Is a magnIfIcent monument to the heyday of the park and It Is a
core mIssIon of the stakeholder group to see Its restoratIon to full use as an attractIon and
treasured communIty resource In Its own rIght, and a core part of the HerItage Amusement
Park offer.
That Is a central objectIve of the 0reamland Trust and the rest of the core clIent group.
ThIs Is the most challengIng element of the project, however.
LevItt 8ernsteIn examIned dIfferent optIons for conversIon of the audItorIum. They ranged
from a basIc conversIon, whIch would not create stage facIlItIes, to a fully flexIble venue.
The estImated cost of these optIons ranged from f12.7m to f28.2m.
The ClIent Croup also sought guIdance from Stephen HetherIngton, a specIalIst In
performance venues. He advIsed that It was unlIkely that a performance venue of thIs sIze
would be fInancIally sustaInable wIthout an operatIng subsIdy. He also advIsed that It
would be sensIble to make the space as flexIble as possIble so that It could accommodate a
mIxture of lIve musIc, theatre, cInema, functIons and meetIngs.
t Is clear from the analysIs of the optIons that even a mInImum scheme to brIng the
cInema back Into use wIll be expensIve and It would be a challenge In the short term to
secure enough capItal fundIng. f the audItorIum was to be converted at thIs early stage of
the work of the 0reamland Core ClIent Croup, It would probably have to be a mInImal
scheme, whIch would be suboptImal.
Furthermore, more tIme Is Ideally needed to prepare a sound busIness case and, If
necessary, secure revenue fundIng.
t Is Important to the HerItage Amusement Park and to the regeneratIon of |argate that
the seaward sIde of the buIldIng Is restored because of Its promInence and because It
forms the maIn gateway to the sIte. There Is also a commercIal logIc to restorIng thIs part
of the buIldIng because It contaIns spaces that are suIted to restaurants and bars.
FestorIng the audItorIum Is not, however, crItIcal to the creatIon of the HerItage
Amusement Park. The stakeholder group has decIded, therefore, that the best approach Is
to make the audItorIum safe for the shortmedIum term and then, once Stage Dne of the
project has completed, to focus on brIngIng It Into use as a second phase.
ThIs wIll break the project down Into sensIble and more delIverable chunks.
t wIll also allow a more comprehensIve assessment, In the next couple of years, of how
the town can best create an outstandIng performIng arts, conference, exhIbItIon and
functIons offer from a combInatIon of the 0reamland CInema and the WInter Cardens.
Locum ConsultIng
13.2 The VIsIon for the Stage 2 Project
The conversIon project wIll Involve reestablIshIng a sIngle large audItorIum that Is capable
of accommodatIng some 1,000 people (seated).
t wIll be Kent's prIncIpal lIve musIc performance venue.
t wIll be a central part of the 0reamland HerItage Amusement Park. t wIll, for example,
show a large format fIlm tellIng the story of amusement parks and seasIde, and regularly
show classIc fIlms when not In use for lIve performance.
The programme Is envIsaged as a wIde rangIng lIne up IncludIng tradItIonal and
contemporary seasIde entertaInment such as new cabaret, burlesque, comedy and lIve
musIc. A strong part of thIs wIll be the youth street culture theme. t wIll seek to stage
performances by classIc acts that are representatIve of dIfferent musIc and fashIon
epochs.
13.3 EnvIsaged Uses
Lve Musc \enue
Although the audItorIum would afford a wIde range of uses, the prIncIpal use In terms of
market posItIonIng and revenue Is seen as beIng lIve musIc.
WIth some 1,000 seats (and possIbly 2,000 standIng), the venue wIll be capable of
accommodatIng natIonal and regIonal acts.
The success of other lIve musIc venues such as Koko In Camden, Shepherds 8ush EmpIre
and the Foundhouse, Camden demonstrate the appeal of lIve musIc performances wIthIn
herItage buIldIngs that have been adapted from a former use. |argate Is, of course, a
much smaller market and wIll have to create a destInatIon effect. t Is envIsaged that the
combInatIon of the venue plus the herItage theme park, wIthIn a much Improved physIcal
envIronment, should be able to do that.
LIve musIc Is one of the most popular forms of lIve entertaInment, wIth over a thIrd of the
adult UK populatIon havIng been to a concert In the past year.
The lIve musIc scene In the UK Is dIverse, caterIng for a wIde range of tastes and
encompassIng every musIcal genre. 0espIte dIffIcult tradIng condItIons In the market for
prerecorded musIc, whIch has been affected by pIracy and nternet downloads, the
demand for lIve performances has remaIned strong.
Fock and pop concerts are, by a long measure, the largest part of the market.
LIve musIc attendance peaks among those In the A8 socIal class. People In the 1854 age
range are most lIkely to be concertgoers, peakIng at 6J of 25J4yearolds.
Locum ConsultIng
Successful musIc venues normally average about 6070 of capacIty on event nIghts, and
J040 overall. However, thIs can fluctuate wIdely from one year to the next and Is
heavIly Influenced by tourIng calendars In the musIc Industry, as well as external events.
18

Lve Comedy
LIve comedy performance Is a growth market wIth several standup comedIans now able to
command audIences of several thousand people across a number of nIghts. SeasIde towns
have a long hIstory of presentIng comedy shows.
\crety Shows 8 0cy tme opercton
TappIng Into the tradItIonal seasIde shows wIll enhance and offer a strong cross over of
product wIth the theme park. 7arIety shows envIsaged could Include Las 7egas style
cabaret, burlesque and cIrcus performance.
The venue can be used as an Important day tIme attractIon, especIally on bad weather
days. Such a venue Is common place at theme parks and uses Include J0 movIes, magIc
shows, puppets, kIds entertaInment.
ThIs wIll also allow for organ recItals on the Compton Drgan.
Flm Proyrcmmny
CIven the exIstence of the 7ue multIplex at Westwood Cross, any cInema programmIng
would need to be of a reasonably specIalIst nature. Although there may be some market
potentIal for arthouse type fIlm programmIng, the market Is small and a programme of
classIc fIlms would seem to have better fIt wIth the venue. ThIs could Include fIlms that
are related to the youth street culture theme.
Con]erencny
CIven the other facIlItIes that are planned wIthIn the 0reamland CInema venue (caterIng
facIlItIes etc) and the 1,000 seat audItorIum there Is clearly good potentIal for
conferencIng use. As most conferences tend to be held durIng the daytIme thIs would stIll
allow for evenIng use of the audItorIum for major performances as outlIned above.
As wIth creatIng standIng area for concerts, the dIffIculty Is the lack of flat floorIng.
TakIng out the raked floor and InstallIng a flat conferencIng floor would add sIgnIfIcantly
to the constructIon cost.
There are plans to develop a 120 bed hotel on the Fendezvous sIte and a budget style
hotel adjacent to the ArlIngton sIte. ThIs wIll Increase the potentIal of the sIte.

18
Source: |Intel
Locum ConsultIng
There Is also potentIal to consIder the relatIonshIp between 0reamland, the WInter
Cardens and Turner Contemporary In thIs respect. 8etween them they could probably
provIde an outstandIng and InterlInked portfolIo of conference, exhIbItIon and banquetIng
facIlItIes.
13.4 rItIsh Youth Street CuIture
'Youth' or 'Street Culture' Is a unIquely 8rItIsh post World War phenomenon that has had
enormous InternatIonal Influence In the western world. ThIs Is a lIvIng culture that Is
constantly evolvIng, eIther through Its orIgInal exponents growIng older and adaptIng theIr
outlook, through new strands beIng developed or through revIvals. WIth some notable
exceptIons, Coths and New Age Travellers for example, the movements have had
exclusIvely workIng class roots. They tend to be gIven a derogatory name by the mass
medIa - such as Sknhecd - whIch they adopt as a badge of prIde IndIcatIng theIr
dIfferentIatIon from the rest of socIety. These movements have nothIng to do wIth Rock
cnd Roll In the corporate sense. n the InItIal stages at least, each cult has been fIercely
resIstant to Interference from bIg busIness, and the fashIon Industry has consIstently been
behInd the styles that orIgInate from the street up.
Some examples, wIth dates when fIrst noted, are: Teddy 8oy 195J, Focker 1960, |od
1962, SkInhead 1968, Punk 1976, Coth 1982, Fave 1991, and Chav 2005.
All of the many 8rItIsh youth subcultures have orIgInated In London and then spread out to
the provInces. |argate, In Its role as 'Fun LondononSea', has, sInce Its InstIgatIon as a
resort, reflected the fashIons of the CapItal but wIth the added freedom of the seasIde.
Summer |argate Is stIll a fashIon parade for the young. 0reamland Is the place to
celebrate |argate's pedIgree as 8rItaIn's capItal of popular culture.
The totally 8rItIsh nature of these subcultures Is often reflected In theIr musIc. n many
cases, The Small Faces, The KInks, The SmIths and |adness for example, the musIc Itself Is
a form of socIal commentary fIxIng the culture to a tIme and place. The movements, and
theIr IdentIfyIng musIc, have proved to be - AfroCarIbbean Influences on |ods and
SkInheads - and contInue to be - 8angladeshI Influences In modern dance musIc - cross
cultural wIthIn 8rItIsh SocIety.
ThIs IncredIbly rIch aspect of 8rItIsh lIfe and popular culture has never been properly
recognIsed and celebrated.
CIven the LIve |usIc venue concept proposed for the 0reamland CInema, there would
appear to be a wonderfully complementary opportunIty to establIsh a centre for 8rItIsh
Youth Street Culture at 0reamland.
n addItIon to the obvIous lInked opportunItIes for audItorIum use (musIc performances and
fIlm screenIngs), there Is also a wIde range of opportunItIes to use other spaces wIthIn the
buIldIng for exhIbItIons, actIvIty workshops and specIalIst retaIlIng, partIcularly lInked to
musIc, cult memorabIlIa and clothIng.
Locum ConsultIng
A paper outlInIng the concept has been prepared by NIck 0ermott (Thanet 0IstrIct CouncIl)
and 0r KeIth Hayward (UnIversIty of Kent), September 2007.
13.5 The 0reamIand ExhIbItIon and InterpretatIon Centre
The restoratIon of the audItorIum wIll also Include the creatIon of an exhIbItIon and
InterpretatIon centre for the herItage amusement park. ThIs wIll tell the story both of
amusement parks and of seasIde holIdays. 8ecause of the Inherent Interest of the subject
matter (partIcularly the evolutIon of rIdes), It Is potentIally a major attractIon In Its own
rIght. t Is envIsaged as IncludIng workIng models and extensIve use of fIlm. A fIlm show In
the audItorIum wIll be an adjunct and Is seen as havIng a thrIll factor In Its own rIght.
The creatIon of the exhIbItIon wIll not depend on the audItorIum and, dependIng on how
quIckly fundIng for the audItorIum can be achIeved, It mIght be brought forward earlIer.
Locum ConsultIng
AppendIces
Locum ConsultIng
1. StrategIc Context
ThIs sectIon IdentIfIes a range of natIonal, regIonal and local polIcIes that are relevant to
the development of the herItage theme park.
t also lIsts key developments and operatIons In and around the town that have an Impact
on what takes place at 0reamland.
1.1 PegIonaI 0eveIopment PoIIcIeslFrameworks
East Kent LocaI StrategIc PartnershIp (2008)
The East Kent Local StrategIc PartnershIp has produced a 20 year strategIc plan for the
economIc development of East Kent, as summarIsed In the report Sustcncble Communty
Strcteyy. The core aIm Is to create a thrIvIng economy by 20J0, wIth tourIsm takIng a
central role. The regeneratIon of coastal towns, and specIfIcally |argate, are hIghlIghted
as strategIc prIorItIes. The development of 0reamland as a leIsure and tourIst attractIon Is
of foremost sIgnIfIcance In delIverIng these aIms.
SEE0A CoastaI Framework (2007)
n addressIng the economIc underperformance of the South East coastal regIons, SEE0A
has set out a framework for actIon to complement the FegIonal EconomIc Strategy
Frcmework ]or Acton on the Cocstcl South Ecst.
The overarchIng prIorIty of thIs framework Is to guIde the longterm economIc
sustaInabIlIty of coastal communItIes. Dne of the key actIon areas Is to "IdentIfy major
coastal sItes where redevelopment could enable the creatIon of new mIxeduse
communItIes". The wIder 0reamland development sIte Is proposed as a mIxeduse
communIty wIth Investment In resIdentIal, retaIl and leIsure uses. The amusement park
and performance venue under dIscussIon In thIs paper would provIde the anchor attractors
and unIque features for thIs development.
Thanet 0IstrIct CouncII Corporate PIan (2007-11)
The Corporate Plan sets clear objectIves and ambItIons for the CouncIl to work towards
over a four year perIod. t covers all of the CouncIls dIfferent servIces from rubbIsh and
recyclIng collectIons to regeneratIon and housIng. t IdentIfIes what needs to be done to
achIeve the CouncIls ambItIons and when Thanet resIdents can expect to see what has
been achIeved.
Locum ConsultIng
Theme 1 Is Thanet's Economy and Includes key projects relatIng to attractIng employment
opportunItIes to the dIstrIct, supportIng busInesses and specIfIcally for |argate, supportIng
the |argate Fenewal PartnershIp wIth the regeneratIon of |argate.
Thanet EconomIc Crowth and PegeneratIon Strategy
The strategy provIdes a framework for Thanet's contInued economIc growth by IdentIfyIng
prIorItIes for economIc growth and regeneratIon. t IdentIfIes that the focus should be on
key Sectoral drIvers where there Is potentIal for growth, these Include; 'creatIve and
cultural IndustrIes', 'retaIl and leIsure', 'health and socIal care', and 'transport and
communIcatIons'.
The strategy Is backed up wIth an actIon plan that combInes partner delIvery wIthIn the
dIstrIct to ensure a coherent and delIverable programme, targetIng key sectors and areas
of the dIstrIct.
1.2 hargate StrategIc PoIIcIeslFrameworks
hargate PenewaI PartnershIp - Framework ImpIementatIon PIan (200l2011)
|argate Fenewal PartnershIp, a multI agency partnershIp, has led the change In |argate
by settIng out a strategIc vIsIon for |argate town. The Frcmework 8 lmplementcton Plcn
defInes a vIsIon for |argate and necessary steps coverIng economIc drIvers, connectIvIty,
housIng, communIty, development and Infrastructure.
The vIsIon aIms to protect the character and old charm of |argate whIlst addIng a modern
contemporary experIence for vIsItors and resIdents. The successful redevelopment of
0reamland would help delIver thIs vIsIon wIth the herItage amusement park (IncludIng the
ScenIc FaIlway) and reInventIon of 0reamland CInema as a modern performance venue.
A prIorIty for the mplementatIon Plan Includes unlockIng the potentIal of key
development sItes. 0reamland Is IdentIfIed as a hIgh prIorIty development sIte.
The vIsIon of the Frcmework 8 lmplementcton Plcn was preceded and Informed by two
other reports; the Mcrycte Mcsterplcn (2004) and Mcrycte 0estncton Strcteyy (2006).
Mcrycte Mcsterplcn (L0A, 2004)
The Mcrycte Mcsterplcn started the thInkIng of |argate as a great place In Its entIrety and
presented the vIsIon of 'an attractIve town by the sea' as opposed to a resort. Central to
thIs masterplan was the dIvIsIon of the town Into four dIstInct quarters:
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t should be noted that the |asterplan has no 'formal' status as It was not adopted by the
CouncIl but Is a generally useful document In terms of overall destInatIon context.
Mcrycte 0estncton Strcteyy (Locum Consultny, 200)
The Mcrycte 0estncton Strcteyy progressed the work of the Mcrycte Mcsterplcn by
lookIng In more detaIl at how to develop the zones IdentIfIed In the masterplan In order to
create a holIstIc destInatIon. The report analyses the dIfferent markets and people
attracted by the dIfferent areas so as to buIld up a sustaInable customer mIx.
The report also explored InItIal optIons for the 0reamland sIte IncludIng a LIdo, gardens,
vIntage amusement park and entertaInment complex.
hargate Town Centre PegeneratIon Strategy (2008)
Thanet 0IstrIct CouncIl produced the fIrst draft of the Mcrycte Town Centre Reyenercton
Strcteyy In November 2008. The document explores |argate's problems and opportunItIes
and seeks to balance these wIth plannIng polIcy. A core aIm of the strategy Is to provIde a
context for the redevelopment of prIorIty sItes, of whIch 0reamland Is one.
The report consIders plannIng guIdance at natIonal, regIonal, county and local levels. At a
local strategIc level 0reamland Is IdentIfIed as beIng approprIate for amusement park use,
as long as sIgnIfIcant seasIde archItecture Is retaIned (PolIcy T7).
0etaIls on the specIfIc polIcy consIderatIons for the 0reamland sIte are summarIsed under
the 0recmlcnd Plcnnny 8re].
CuIturaI VIsIon for hargate - CreatIve hargate Ten Year 0eIIvery PIan (2008)
ThIs report was commIssIoned by the |argate Fenewal PartnershIp In order to assess how
culture and creatIvIty could be used to posItIvely address |argate's socIal, economIc and
physIcal challenges. The report consolIdates J00 consultatIons wIth local people about how
to embed culture, and especIally the vIsual arts, as a catalyst for regeneratIon. The Dld
Town and lower HIgh Street are envIsaged as a hub of creatIve busInesses, shops and work
spaces, spearheaded by the Turner Contemporary development.
Crectve Mcrycte embraces sIx core themes:
1 A place where culture Is for everyone
2 A place where people come fIrst
J A place wIth stunnIng, InspIratIonal publIc realm
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4 A place that Is dynamIc and full
5 A place where past and present hold hands
6 A place of cultural entrepreneurIalIsm and creatIve busIness
0reamland, and In partIcular the ScenIc FaIlway and 0reamland CInema, Is hIghlIghted as a
key cultural asset both In terms of seasIde herItage and buIlt envIronment wIth potentIal
for development.
Turner Contemporary Is seen as drawIng on the artIstIc herItage of the towns assocIatIon
wIth J|W Turner and offerIng a modern destInatIon attractor near the Harbour Arm aImed
at an affluent, dIscernIng tourIst and local market.
At the other end of the beach, 0reamland Is seen as complementary to thIs offer by
attractIng famIlIes based on the cultural herItage of the tradItIonal seasIde experIence and
a nIghttIme economy based on the musIcal herItage of youth subcultures.
Culture Is seen as playIng a key role In the future of |argate and 0reamland Is a key part
of that cultural future.
1.3 SIte PIannIng rIefs
0reamIand PIannIng rIef (Feb 2008)
Thanet 0IstrIct CouncIl adopted thIs plannIng brIef In February 2008. t establIshes the
development prIncIples for the 0reamland sIte. The brIef Includes complIance crIterIa of
polIcy T8 of the Thanet Local Plan that covers 0reamland.
The brIef proposes a mIxeduse scheme, retaInIng the majorIty of the sIte, IncludIng the
0reamland CInema buIldIng and ScenIc FaIlway as part of an amusement park, and permIts
an element of mIxeduse enablIng development, IncludIng resIdentIal, that wIll ensure the
longterm sustaInabIlIty of the park.
PolIcy T8 specIfIcally refers to the 0reamland sIte, IncludIng the amusement park and
cInema buIldIngs, In two parts:
- Part 1
- PermIts proposals that Increase the sIte's attractIon as an amusement park, and
refuses those that decrease Its attractIon as an amusement park;
- Allows development of a lImIted part of the sIte as part of a comprehensIve
scheme to upgrade the park onIy If It can demonstrated that the park's future
vIabIlIty can be assured;
- FequIres legal agreement to ensure agreed park Investment and new development
are carrIed out In parallel.
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- Part 2 permIts proposals for redevelopment If It can be proven through an
Independent professIonal assessment that It Is not economIcally vIable to operate an
amusement park. Proposals may be accepted subject to:
- 0emonstratIng economIc vIabIlIty and a sustaInable contrIbutIon to |argate's
economIc well beIng and rejuvenatIon;
- The predomInant use must be for leIsure purposes;
- An element of mIxed resIdentIal development would only be permItted to support
a comprehensIve vIsIon for sIte development;
- CompatIbIlIty wIth the context and proposals of a strategIc urban desIgn
framework and IntegratIon wIth proposals for development of neIghbourIng sItes;
- 0elIvery of a new road along the southern boundary and a contrIbutIon to the
creatIon of a pedestrIan prIorIty envIronment wIthIn an approprIate settIng;
- FetentIon of an operatIonal ScenIc FaIlway wIthIn an approprIate settIng;
- Proposals supported by and complyIng wIth a traffIc Impact assessment to
accompany the proposal.
- ComplIance wIth Part 1 Is the councIl's preferred optIon, wIth three maIn
crIterIa:
7 |ore than 50 of the sIte to be used as an amusement park;
8 A refurbIshed and operatIonal ScenIc FaIlway;
9 A refurbIshed 0reamland CInema buIldIng used for amusement/leIsure purposes.
The 0recmlcnd Plcnnny 8re] also summarIses the polIcIes relevant to lIsted buIldIngs,
conservatIon and herItage. Part of the sIte Is wIthIn the |argate Seafront ConservatIon
area where certaIn preservatIon polIcIes apply. The 0reamland CInema and ScenIc FaIlway
are Crade 2 lIsted and much of the sIte Is wIthIn a tIdal flood rIsk area.
ArIIngton PIannIng rIef (Dct 2008)
The ArlIngton sIte Is located adjacent to 0reamland to the west and Is currently used as
car parkIng and a resIdentIal tower block wIth 142 apartments. The sIte Is owned by
Freshwater on a 200 year lease.
ArlIngton Is a prIorIty development sIte for |argate and the councIl have expressed theIr
preference to see a food store and refurbIshment of the tower. NegotIatIons are underway
for delIvery of thIs package, and there are also proposals for a budget hotel. The
development would Include about 600 car parkIng spaces.
0evelopment of the ArlIngton sIte wIll assIst the HerItage Amusement Park by ImprovIng
the appearance and qualIty of Its surrounds and by ImprovIng physIcal access to the sIte.
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Thanet 0IstrIct CouncIl adopted a plannIng brIef for the sIte In Dctober 2008.
1.4 Dther 0eveIopmentslDperatIons ImpactIng on 0reamIand
Turner Contemporary
Turner Contemporary wIll be a new, regIonal modern art gallery. The f17.4 mIllIon publIc
sector Investment wIll create J,000 m2 of fIrst class gallery space In a strIkIng harbour
front 0avId ChIpperfIeld buIldIng. Work has started on sIte and the gallery Is planned to
open In sprIng 2011.
Pendezvous SIte (HoteI PesIdentIaI Scheme)
The Fendezvous sIte Is located adjacent to Turner Contemporary. A plannIng applIcatIon
has been submItted for a 120 bed hotel and 150 apartments, as part of the enablIng
development for the gallery. The developer for an earlIer scheme, Cleeson's, has recently
wIthdrawn but there have been two further expressIons of Interest from hotel operators.
The development would be helpful to the 0reamland concept In that It wIll provIde much
needed qualIty hotel accommodatIon for the town.
The FNL LIfeboat Is currently on sIte and may requIre an alternatIve locatIon. FelocatIon
optIons are beIng consIdered, IncludIng locatIng the statIon on |argate Sands.
LIdo
The LIdo Is an hIstorIc seawater leIsure pool and entertaInment venue. Part of the buIldIng
Is stIll operated as a nIghtclub and bar. The sIte Is owned by PaIgle PropertIes, who also
own the Foyal Sea 8athIng HospItal sIte. PaIgle has recently gone Into admInIstratIon as
the result of collapsed fInancIng from an celandIc bank.
We understand PaIgle submItted plans for a preplannIng applIcatIon of 400 resIdentIal
apartments and 200 bed hotel on the sIte. These plans were rejected on the grounds that
the scale of development was consIdered too large.
Westwood Cross
Westwood Cross Is a sIgnIfIcant retaIl, caterIng and entertaInment complex owned by Land
SecurItIes. t Is located roughly equIdIstant between the three maIn Thanet towns and has
become the maIn retaIl and leIsure centre for the dIstrIct. The development Includes a
7ue CInema multIplex, currently accompanIed by three famIly restaurants (Nando's,
ChIquIto, and FrankIe and 8enny's) wIth another three restaurant unIts currently
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unoccupIed. Although most vIsItors to Westwood Cross travel by car there Is also a loop bus
servIce connectIng wIth Famsgate, |argate and 8roadstaIrs. Several hIgh street multIple
chaIns moved theIr operatIons from |argate HIgh Street to Westwood Cross.
Theatre PoyaI hargate
The Theatre Foyal Is a smallscale theatre In |argate town centre that Is currently
operated by a Trust wIth grant aId from Thanet 0IstrIct CouncIl, Kent County CouncIl and
The Arts CouncIl. We understand there are longterm plans to expand the operatIonal
space so as to help generate addItIonal revenue from Food and 8everage. As wIth The
WInter Cardens, there may be Important programmIng Issues wIth reference to the
development of the 0reamland CInema buIldIng.
1.5 TransportatIon Infrastructure 0eveIopments
Fast PaII LInk
The Channel Tunnel FaIl LInk (CTFL) Is a new hIghspeed raIlway from the Channel Tunnel
at Folkestone to St Pancras In central London, wIth IntermedIate statIons at Ashford In
Kent, Ebbsfleet (close to the |25 near the 0artford CrossIng) and Stratford In east London.
t was buIlt In two phases; the fIrst phase between the Tunnel and Swanscombe In
northwest Kent (where It lInked Into exIstIng lInes) has been complete for several years,
whIlst the second phase whIch Includes new statIons at Ebbsfleet and St Pancras opened
for passenger servIce on 14 November 2007. An addItIonal statIon at Stratford, East London
wIll open In 2009. The Importance of the CTFL for the ordInary London commuter Is maInly
for the Kent domestIc (CTFL0S) servIces. These wIll run from St Pancras, takIng 8 mInutes
to reach Stratford nternatIonal and 15 mInutes total to reach Ebbsfleet nternatIonal just
outsIde the |25 near 8luewater In Kent. After Ebbsfleet, CTFL0S traIns wIll eIther run
onto the exIstIng |edway lInes or wIll contInue to Ashford on the CTFL and then travel vIa
exIstIng lInes to theIr fInal destInatIons. WhIlst the Infrastructure Itself opened In
November 2007 for Eurostar servIces, domestIc commuter servIces to Kent wIll not begIn
operatIng untIl 0ecember 2009. We understand that journey tImes to |argate wIll be
reduced from the current tIme of 120 mInutes to 98 mInutes, a 22 mInute savIng.
Kent InternatIonaI AIrport
The aIrport Is located In Thanet just a couple mIles west of Famsgate and about a three
mIle drIve from |argate. The aIrport provIdes a range of charter servIces to some 8
European holIday locatIons In the 8alearIcs, taly, CroatIa, |alta and Jersey. There are
ambItIous plans to Increase the number of routes to Include some of the more major
European cItIes such as Prague, NIce, 7alencIa, 8arcelona.
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2. |argate and EntertaInment for the |asses
|argate's hIstory as a seasIde resort started early, wIth Indoor seawater baths already In
exIstence on the Parade In 17J6 - a decade before the orIgIns of 8rIghton as a bathIng
place. The early tourIsm was health based, In prIncIple at least, attractIng those wIth the
money to Indulge In leIsure actIvItIes. Key to |argate's early success was the boat servIce
from London, cheaper, and usually quIcker and less hazardous, than travellIng by land.
8y the late C18th the town had resIdentIal squares, the fIrst outsIde of London, lIbrarIes,
pleasure gardens, assembly rooms - one wIth Its own |aster of CeremonIes, 8eau Nash,
and theatres IncludIng the extant Theatre Foyal (Crade *) opened In 1787.
Fyure 85: Maryate jrom the Jetty

The InventIon of the bathIng machIne, |argate and Scarborough both claImIng thIs
dIstInctIon, encouraged health seekers to bathe In the sea Itself, aIded by the InnovatIon
of the modesty hood, wIthout doubt a home grown |argate product, In 175J. From the
begInnIng, and In common wIth several other seasIde towns, |argate as a resort had a
somewhat salacIous reputatIon; encapsulated In the popular descrIptIon 'Merry Mcrycte'.
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Fyure 86: Maryate Sands c.1890

The arrIval of a raIl servIce from London In 1846 changed the town. The change was not
wIthout opposItIon, wIth protest meetIngs organIsed by those wIth vested Interests
claImIng that such easIer access would lower the tone of |argate and dIscourage vIsIts by
InvalIds - then a staple of the local economy. ThIs proved to be the case; to such an extent
that the new, more genteel, resort of ClIftonvIlle was buIlt to the east of the town from
the 1860s onwards, and |argate was IncreasIngly gIven over to day trIppers and those out
for swIft and economIcallyprIced enjoyment. A further, and more dIrect raIlway
connectIon from London, was added In 186J.
|argate's success as a resort for the masses was aIded by a happy accIdent. The buIldIng
of the Stone PIer, completed In 1815, and the causeway across the |ere - an area of salt
marsh later to become the sIte of 0reamland - completed In 1820, caused sand to collect
agaInst the sea wall creatIng a vast area of whItIshyellow sand wIth shallow waters In
whIch to bathe even at hIgh tIde. These are the 'Mcrycte Scnds' celebrated In TS ElIot's
poem The Wcste Lcnd. 8oth raIlway statIons were dIrectly opposIte the Sands allowIng
vIsItors to dIsembark and to ImmedIately enjoy the lIberatIng experIence of beIng next to,
or even perhaps In, the sea. SInce the mId C19th the Sands have been the focus of |argate
as a seasIde resort and the beach can boast two seasIde 'fIrsts'; donkey rIdes In 18J0 and
deckchaIrs In 1898. The allowIng of mIxed bathIng In the late C19th added further to the
allure of the Sands.
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Fyure 87: Marne Pavlon and athny Pool

Places of mass entertaInment developed In close proxImIty to thIs attractIon. These
Included the |arIne Palace of 1876 - destroyed by a storm In 1897 - the Jetty PavIlIon of
1875 (rebuIlt 1914) - destroyed by a storm In 197J, the Westbrook PavIlIon of 1909 -
destroyed by a storm In 195J - the WInter Cardens of 1911 (lIsted Crade ), the 'Sundeck'
of 1926 - demolIshed In 1980, and the LIdo of 1927 - now derelIct but buIlt over the top of
the ClIfton 8aths of c1820 (lIsted Crade ). |argate also had many theatres, musIc halls
and cInemas; of the latter, three survIve, the Parade of 1911 (lIsted Crade ), the Plaza of
1915 (lIsted Crade ) and 0reamland CInema (lIsted Crade *); more lIsted cInemas than
any other provIncIal town In the country.
Fyure 88: Maryate Marne Palace

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Although the LIdo, wIth Its outdoor seawater pool, theatre and many bars, could
accommodate up to 7000 people at one tIme the greatest of |argate's seafront
attractIons, for the longest tIme, was 0reamland whIch, at Its heIght, attracted mIllIons of
vIsItors every year. 0reamland, orIgInally the Hall by the Sea, was sIted on the former
|ere, north of the TIvolI Cardens whIch had operated as pleasure grounds from 1829 to
187J. t Is a sIte assocIated wIth many notable fIgures IncludIng TS ElIot, who assembled
The Wcste Lcnd In a shelter outsIde the Park's entrance In 1921, 8Illy 8utlIn, who was
ChaIrman of the 0reamland Company from 1947 to 1954 and LIndsay Anderson whose fIlm
D 0recmlcnd of 195J InspIred the Free Cnemc movement In 8rItaIn In the 1950s.
Fyure 89: Maryate Ldo and Jetty

0reamland's orIgIn dates from 186J when the raIlway caterIng contractors SpIers and Pond
opened a restaurant and dance hall In an unused raIlway termInus on the |ere causeway.
Not apparently beIng very successful the 'Hall by the Sea' was bought by the Feeve famIly
In 1870 for fJ,750 who gradually acquIred the low lyIng land at the rear of the Hall.
Thomas 0alby Feeve was succeeded as owner by Ceorge Sanger In 1874 who popularIsed
the venue and developed the pleasure gardens to the rear.
The gardens were a natural successor to the Shady Crove Tea Cardens, later the TIvolI
Cardens, whIch had opened In 1829 on land south of the |ere. The TIvolI offered
entertaInment In the style of London's 7auxhall Cardens wIth lakes, rockerIes, a race
course and areas for archery and bowlIng; as well as a concert hall bars and restaurants.
The TIvolI Cardens were cut off from the rest of |argate by the constructIon of the
London, Chatham and 0over raIlway lIne In 186J/64 and subsequently declIned, closIng
fInally In 187J.
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Sanger's 'offer' at the Hall by the Sea had some sImIlarItIes to the TIvolI Cardens, havIng
pIcturesque plantIng and statue lIned walks, but he also Introduced entertaInments new to
|argate such as the menagerIe and nontravellIng faIrground rIdes to create what mIght be
seen as a proto amusement park. CompetItIve prIcIng, and Its proxImIty to the Sands and
the two raIlway statIons, ensured Its popular success.
Dn Ceorge Sanger's death the attractIon passed to hIs daughter and son In law who
attempted to make the venue more attractIve to 'a better class of vIsItor' by, amongst
other moves, bannIng the wIlder forms of popular dancIng such as the Turkey Trot and
8unny Huy. ThIs change of polIcy dId lIttle to ensure the venue's fInancIal success and
after the FIrst World War the Hall by the Sea must have seemed a rather dated attractIon.
The sIte was acquIred by John Henry les In 1919 for f40,000. HIs aIm was to modernIse
the facIlIty In the style of AmerIcan theme parks and hIs fIrst two acts were to buIld a
scenIc raIlway and to rename the park 0reamIand. les ceased to be a dIrector In 19J8 and
the busIness was taken over by hIs son ErIc. |ost of the sIte was requIsItIoned by the
Covernment durIng World War wIth the park reopenIng In June 1946 wIth ErIc les as
manager and, from 1947, Investment from 8utlIns. Three generatIons of the les famIly -
John Henry, ErIc and John, were to control 0reamland untIl Its sale 1968.
The new owners, AssocIated LeIsure, were to own 0reamland untIl 1981 when the park
was sold to the 8embom 8rothers operators of amusement parks In Holland. AssocIate
LeIsure had Introduced many InnovatIons to 0reamland, IncludIng squash courts, womens'
wrestlIng and, In an echo of the Sanger era, an Ice rInk and zoo.
The new 0utch owners changed the name of the park to 8embom 8rother Amusement
Pcrk, ceased evenIng openIng and charged for admIssIon. They also Introduced many new
'hIghtech' rIdes that updated the park and made It, by the late 1980s, one of the top ten
most vIsIted tourIst attractIons In the UnIted KIngdom. n 1990 the name of the park was
changed back to 0reamland. n 1996 0reamland was sold to JImmy Codden.
Two fIgures In the hIstory of 0reamland stand out as extraordInarIly InfluentIal In the
hIstory of popular culture In the UnIted KIngdom.
'Lord' Ceorge Sanger (18271911) was an IllIterate showman of vast energy, InventIveness
and busIness acumen. He was hImself the son of an ItInerate showman, James Sanger,
who, It Is saId, served as a press ganged saIlor on the H|S 7Ictory at the 8attle of
Trafalgar. WIth hIs elder brother John, Ceorge Sanger founded a travellIng cIrcus wIth a
punIshIng yearly programme of tours of the UnIted KIngdom - for example, 175 dIfferent
towns were vIsIted In eIght months In 1886. n 1849 he marrIed Ellen Chapman, the
Dryncl Lon Queen whose act was to sIt on a throne In a cage surrounded by lIons and
tIgers. Later, she would travel In the Sanger CIrcus parade dressed as 8rItannIa wIth a lIve
lIon curled at her feet.
WhIlst vIsItIng |argate wIth the cIrcus In 1870 Ceorge Sanger had a chance meetIng wIth
Thomas 0alby Feeve, the then |ayor of |argate and an early developer of genteel
ClIftonvIlle. Feeve had hedged hIs bets by buyIng the Hall by the Sea, a dance hall for day
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trIppers on the seafront In a dIsused raIlway termInus. Sanger went In to partnershIp wIth
hIm and, after Feeve's death In 1875, became the sole proprIetor of the Hall and the land
behInd It. HIs daughter also marrIed Feeve's son. Sanger ran the Hall by the Sea as a musIc
hall and bar wIth dancIng In the evenIngs. HIs fIrst act upon gaInIng control of the busIness
was to reduced the admIssIon prIce to the dance hall from 5/ to 1/, wIth a resultant
huge Increase In attendance. Dther attractIons Included a roller skatIng rInk.
Fyure 90: Ceorye Sanyer

The land behInd the Hall, the former '|ere' was turned In to pleasure gardens wIth a
mock ruIned abbey, lake, statues and a menagerIe - as well as sIdeshows and roundabouts.
Cockatoos and |acaws flew freely around the sIte. The cages and gothIck walls on the
0reamland sIte (lIsted Crade ) date from thIs tIme. Dne of the maIn purpose of the
menagerIe was to act as a breedIng and traInIng centre for the anImals used In the
travellIng cIrcus and Astley's AmphItheatre In the WestmInster 8rIdge Foad whIch Sanger
had taken over In 1871 havIng the ArchItect JT FobInson revamp It - FobInson, Frank
|atcham's fatherInlaw, was to be the desIgner of a makeover of the |argate Theatre
Foyal In 1874.
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Sanger had hIs home In |argate for many years and he, and many members of hIs famIly
are burIed In exotIc tombs In the town cemetery. Sanger was a natIonal InstItutIon In the
late C19th. When he was Introduced to Queen 7IctorIa the SovereIgn, referrIng to hIs self
styled tItle of 'Lord', saId to hIm "It Is very amusIng and gather you have borne the tItle
very honourably". Sanger Introduced AmerIcan 'WIld West' shows to 8rItaIn, whIch led to a
legal battle wIth 8uffalo 8Ill Cody. He was the Inventor of the concept of the Three Rny
Crcus and remaIned, for at least sIxty years, at the forefront of entertaInment for the
masses In 8rItaIn, France and Cermany.
John Henry IIes (18711951) bought the Hall by the Sea from Ceorge Sanger's daughter
and sonInlaw In 1919. les was an advertIsIng executIve wIth a passIon for brass bands.
0urIng a tour of AmerIca wIth a band In 1906 he vIsIted Coney sland and was much
Impressed by the novelty, and profItabIlIty, of the 'Lunc' and '0recmlcnd' theme parks.
He also acquIred the European rIghts to buIld scenIc raIlways.
Dn hIs return to England he ImmedIately constructed a scenIc raIlway at 8lackpool's South
Shore followed by one at the London Franco8rItIsh ExhIbItIon of 1908 and one at Earl's
Court In 1909. He went on to set up theme parks all over the world IncludIng at CaIro,
8erlIn, Petrograd and PIttsburgh.
les renamed the |argate park 0recmlcnd and made a scenIc raIlway Its centrepIece
8etween 1920 and 19J5 he Invested over f500,000 In the sIte constantly addIng new rIdes
and facIlItIes; culmInatIng In the constructIon of the 0reamland CInema complex In
19J4/J5. He also had major Interests In parks at Creat Yarmouth, Aberdeen and 8elle 7ue
|anchester as well buIldIng the LIdo at |argate, 1926, around and over the CeorgIan
ClIfton 8aths.
les was an early promoter of greyhound racIng - he buIlt a track at Famsgate demolIshed
In 2001 - speedway, motor shows and mIdget car racIng, a precursor of stock car racIng.
He also promoted boxIng, wrestlIng, cIrcus, fIrework dIsplays, football, rugby, baseball (In
England), zoos and charIot racIng, as well as maIntaInIng an Interest In brass bands. HIs
Investment In the 8rItIsh fIlm Industry, IncludIng a major stake In Elstree StudIos, led to
hIs bankruptcy In 19J8.
LIke Sanger, les brought new concepts In mass entertaInment, many of them AmerIcan, to
the 8rItIsh publIc. TheIr two careers covered a hundred years of popular culture.
SInce the mId C19th the most successful attractIons In |argate seem to have been those
that brought sensatIon and novelty to the people at a reasonable prIce.

Locum ConsultIng
J. ConservatIon Statement
A ConservatIon Statement has been produced on behalf of |argate Fenewal partnershIp by
The PrInce's FegeneratIon Trust that covers the buIld herItage of the 0reamland sIte ,
|argate (|arch 2009).
A full copy of thIs report Is avaIlable and the core fIndIngs summarIsed In thIs sectIon.
Purpose
The ConservatIon Statement was wrItten to Inform the desIgn and feasIbIlIty stage of the
redevelopment of 0reamland to support fundIng applIcatIons from varIous sources
IncludIng The HerItage Lottery Fund and Sea Change.
The report concentrates on the herItage aspects of the sIte, and descrIbes In detaIl the:
- 0reamland CInema (Crade * lIsted), IncludIng the Compton Drgan;
- ScenIc FaIlway (Crade lIsted);
- and FustIc Walls and Zoo Cages.
The report descrIbes the hIstory of the sIte and buIldIngs wIth hIstorIcal photos and
comments on the current state of the sIte, lIsted structures and InterIor condItIons.
ConservatIon PrIncIpIes
The report uses EnglIsh HerItage's "ConservatIon PrIncIples, PolIcIes and CuIdance"
19
to
evaluate the herItage assets of the sIte and to gIve advIce on theIr value, desIgnatIon and
future management.
The herItage assets are scored by evIdentIal, hIstorIc and communal value, whIch when
taken together gIve a score of Syn]ccnce.
Fyure 91: Hertaye value ratny system
Score Rating Significance
7,8 Exceptional National or International
5,6 Considerable Regional
3,4 Some Local
1,2 Negative or Negligible Negative or limited heritage value

Source: Dreamland, Margate Conservation Statement, March 2009

19
ConservatIon PrIncIples, PolIcIes and CuIdance, EnglIsh HerItage 2008
Locum ConsultIng
Fyure 92: 0reamland Summary oj Synjcance
Value Type Scenic Railway Cinema Building Rustic Walls & Zoo Cages Amusement Park
Evidential 8 4 6 3
Historic 6 4 4 2
Aesthetic 3 6 5 2
Communal 7 6 4 5

SIgnIfIcance, Pobustness and CapacIty for Change
HerItage assets are vulnerable when they face change or neglect and measured by degrees
of Robustness or Its opposIte, Frcylty.
Fyure 93: Robustness/Fraylty ratny system
Score Rating Description
7,8 Highly fragile Highly fragile and very vulnerable to change and neglect. Only capable of
accepting minimal interventions carried out with great care if these avoid
compromising significance. A conservation approach is needed.
5,6 Fragile Vulnerable to change and neglect. Capable of accepting some changes if
these avoid compromising significance. A conservation approach needed.
3,4 Moderately
robust
Capable of accepting a number of changes without compromising
significance. Significance must inform proposals.
1,2 Extremely robust Very major or major interventions possible without compromise to
significance.


UsIng thIs framework the areas of the sIte are scored below. t Is useful to IdentIfy areas
of sIgnIfIcance wIthIn the sIte and In thIs case wIthIn the cInema buIldIng where not all
parts of the fabrIc are of equal Importance. These factors are summarIsed usIng the scores
set out above, as follows:
Fyure 94: Scenc Ralway 8 Amusement Park
Area Significance Robustness
Trellis Structure, Trackway and drive 7 5
Station (no longer extant) of Scenic 7 5
Trains (no longer extant) of Scenic 7 5
Motor Room (no longer extant) of Scenic 4 5
Rustic Walls and Cages 4 6
Rides in Store on site 7 6


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Fyure 95: 0reamland Cnema uldny
Area Significance Robustnes
Exteriors
Marine Terrace Main Elevations of cinema & Sunshine Caf and 7 7
Hall by The Sea Road E&N elevations 5 5
East Elevation 3 5
South Elevation 3 3
West Elevation 3 3
Views of Cinema from Beach & Marine Terr. 6 5
Ballroom Remains (Squash Club) 2 2
Beanfeast Hall Site (Amusement Arcade) 2 2
Interiors
Main Auditorium 5 5
Entrance Hall 4 4
Circular stairwell 5 6
Stalls Foyer 5 5
Directors Room 4 5
Circle Foyer 5 5
Former Sunshine Caf, 1
st
Floor
6 4
Former Public Bar and Saloon Bar, Street level 2 4
Lower Caf, lower ground floor 4 4
Stage 4 3
Proscenium 5 6
Organ console, pipes etc., lower ground, ground and roof level 6 7
Entrance Arcade, Hall By The Sea Road, lower ground 4 4
Ballroom Remains (Squash Club) 2 2
Beanfeast Hall Site (Amusement Arcade) 2 2

Locum ConsultIng
4. The FIdes
The ScenIc FaIlway wIll be the centrepIece of the Park. The ScenIc FaIlway, the oldest
roller coaster In the UK, the fourth oldest roller coaster In the world and the thIrd oldest
ScenIc FaIlway to survIve from what was an Important stage In the development of the
modern roller coaster. The ScenIc FaIlway was the most successful form of roller coaster
In the fIrst part of the 20th Century. n the rIde's natIve USA, where hundreds were buIlt,
not one survIves and only two now survIve In the UK of about 40 buIlt (the other survIvIng
example not beIng In Its orIgInal condItIon). The |argate ScenIc FaIlway was the fIrst
amusement rIde In the UK to be afforded statutory protectIon and though currently fIre
damaged Is capable of beIng restored to full workIng order so that It may be experIenced
by rIders as orIgInally desIgned In 1884.t wIll be restored to full workIng condItIon.
Fyure 96: The 0reamland Scenc Ralway, Maryate

The ScenIc FaIlway wIll have great vIsual Impact and, In the wInter, the lIghtIng of It wIll
create a magIcal effect that wIll be the centrepIece of the Park's WInter FestIval and wIll
become an IconIc Image of the town.
The ScenIc FaIlway wIll be supplemented by a range of other rIdes that have been restored
to meet herItage restoratIon and contemporary health and safety needs. They wIll be
ImagInatIvely 'buIltIn' to the park envIronment wIth raIsed queuIng areas, walls, fences
etc. A number of rIdes have already been acquIred by The 0reamland Trust, wIth the
Locum ConsultIng
logIstIcal and fInancIal support of |TCFC. They represent a selectIon of semInal examples
of herItage rIdes from the early 20th century to the late 1960s.
These wIll be restored not as museum exhIbIts, but as actIve rIdes so that the vIsceral
pleasures of rIdIng them wIll be experIenced fIrsthand. |ost of the rIdes are examples of
type that were Installed at 0reamland In past decades and others are characterIstIc rIdes
that are wholly compatIble wIth the concept for the park and as a settIng for the ScenIc
FaIlway.
The rIdes to be restored In the Phase are:
- The ScenIc FaIlway sInce 1920 the flagshIp rIde of 0reamland.
- The CaterpIllar IdentIcal to a rIde formerly at 0reamland, thIs example dates from
1914 and was formerly at Southport.
- WIld |ouse roller coaster one of the most excItIng roller coaster rIdes ever desIgned;
It relIes on sudden mouselIke movements for Its excItement, rather than sheer speed
or heIght.
- CorbIere Wheel the base of whIch rotates on the ground as the wheel revolves In a
vertIcal plane.
- JunIor TraIn for chIldren to 8 years of age.
- |InIature FaIlway on whIch 8Illy, the mInIature loco that once operated In the park,
wIll run.
- FlyIng Scooters vIntage 1960, the cars rIse and fall to users control as the rIdes
rotates.
- |eteorIte datIng from 1969 thIs example was the fIrst to operate In a UK amusement
park and relIes on centrIfugal force for Its excItement
- Two vIntage chIldren's roundabouts.
- KIddIes JuvenIle rIdes.
- Helter Skelter not yet acquIred, but negotIatIons are In hand to acquIre one.
- The WhIp In whIch cars flIck forwards and backwards as they rotate, In a whIplIke
motIon. ThIs example, formerly at 8lackpool, Is the last survIvIng European WhIp rIde
and dates from 1914.
- JunIor WhIp a junIor versIon of the above.
- Callopers datIng from the late 19th century thIs Is on of the most tradItIonal rIdes.
- Cableway rather lIke a skI lIft wIth 18 twoseater cars.
- Fun House machInes the last survIvIng Fun house machInes to be located wIthIn a
newly constructed buIldIng.
Locum ConsultIng
- |Irror |aze once a staple of amusement park, thIs now rare example dates from
1961 and wIll be located In a newly constructed buIldIng as an allweather attractIon.
- Haunted SwIng datIng from 1961 was orIgInally at Southport, wIll be housed In a new
buIldIng wIthIn the ScenIc FaIlway Structure.
Full detaIls of each of the rIdes lIsted Is contaIned In the document: 'Feport on 7Intage
FIdes In Storage at 0reamland, |argate (August 2007)', produced for |TCFC last year, or
on the web page:
www.joylandbooks.com/scenIcraIlway/herItageamusementpark.htm.
The followIng are rIdes that may be early addItIons to the park.
Ped: HIgh PrIorIty
YeIIow: |edIum prIorIty
Creen: Low PrIorIty
Fyure 97: Wsh lst oj taryeted rdes
Ncme Current Loccton Prorty
CorbIere FerrIs Wheel n storage, 8lackpool UnIque 1950s wheel rotates around
horIzontal and vertIcal axes
ScenIc FaIlway traIns 8udapest
Callopers Fundles Every major park had one!
|InIature FaIlway Preston Steam ServIces Use orIgInal loco 8IllIe
Helter Skelter Fundles 0reamland almost always featured a
tradItIonal helter skelter.
JunIor WhIp 8lackpool Pleasure 8each CompanIon to adult WhIp. Currently
beIng dIsmantled.
Tumble 8ug ChIppewa Lake, DhIo Featured In 0reamland but costly
Import/restoratIon
TraIn FIde Loudoun Castle ExSouthport and the best survIvIng
example.
Fotor Fundles
Chost TraIn n storage, Fhyl DrIgInal 1950s track, traIns and
effects.
Toy Set 8arry sland Pleasure Park FIller rIde, but representatIve.
KIddIes JuvenIle n storage, Fhyl 19J0s rIde
Locum ConsultIng
Ncme Current Loccton Prorty
TraIn FIde n storage, Fhyl Second best example after
Loudoun's.
Chost TraIn effects ChIldren's 7Illage, Fhyl DrIgInal effects avaIlable for f200
Haunted |Ine 0ark
FIde
8arry sland Pleasure Park
Jungle FIde 8arry sland Pleasure Park
TraIn FIde 8arry sland Pleasure Park SuperIor rIde at Loudoun Castle
Locum ConsultIng
5. ConsultatIons
5.1 Key StakehoIder DrganIsatIons
The followIng key stakeholders were consulted durIng the preparatIon of thIs report.
Fyure 98: Summary oj Consultees
Name Position Organisation
Roland Jeffery Projects Advisor Princes Regeneration Trust
Nick Laister Trustee and amusement park expert The Dreamland Trust
Sarah Vickery Trustee The Dreamland Trust
Richard Gray Chair of Casework The Cinema Theatre Association
Doug Brown Strategic Sites Planning Manager Thanet District Council
Mick Tomlinson Counsellor & Dreamland Enthusiast Thanet District Council
Victoria Pommery Project Director Turner Contemporary
Andy Brown Planning & Development Director (South East) English Heritage
Nick Dermott Heritage Advisor Thanet District Council
Keith Mackenney Regeneration and Projects Manager Kent County Council
Theresa Johnson Public Realm Manager Kent County Council
Mike Marsh Cultural Services Manager Thanet District Council
Allert Riepma Senior Development Manager SEEDA
Stella Bellem Head of Culture and Creative Economy SEEDA
Neil Sparkes Musician and Local enthusiast -

Notes from the meetIngs are contaIned In a separate document. The summary poInts whIch
can be drawn from the consultatIon process are:
- Ceneral agreement that the broad concept of a form of amusement park (majorIng on
the herItage angle) and mIxeduse venue Is the most vIable use for 0reamland.
- A prIorIty must be the longterm protectIon and sustaInabIlIty of the two herItage
assets - the ScenIc FaIlway and the 0reamland CInema buIldIng.
- The fInancIal vIabIlIty of the HerItage Park concept, although attractIve, should be
tested, IncludIng:
- 0oes the park need a modern element to be a sIgnIfIcant attractor:
- 0oes the park need another major rIde In addItIon to the centrepIece ScenIc
FaIlway to gIve It a 'wow' factor:
- Whether the park should be free or charged access although the former Is
generally favoured and thought to be more commercIally vIable.
- The qualIty of the outdoor space must be hIghly attractIve, contaIn green areas, be
welllandscaped and cater for the needs of local people and vIsItors.
- The CInema buIldIng would appear not to be vIable purely as a cInema but could work
as a mIxeduse performance space provIdIng It has a clear remIt.
Locum ConsultIng
- The Youth Street Culture Idea has consIderable merIt and Is well receIved by all
although there Is some concern as to whether |argate Is the optImal locatIon for such
a facIlIty.
- t would be benefIcIal for 0reamland and Turner Contemporary, although attractIng
quIte dIfferent core markets, to crossover and work together where possIble. The
power of the two combIned would be a major destInatIon USP for |argate.
- ConferencIng use (0reamland CInema) In assocIatIon wIth hotel
Investment/development In |argate (Fendezvous sIte) should be consIdered.
- A new development Is lIkely to have to attract sIgnIfIcant footfall In Its own rIght to
be vIable. Dld 0reamland was entertaInIng vIsItors who had chosen |argate as theIr
holIday destInatIon and so performed a somewhat dIfferent role.
5.2 PubIIc ConsuItatIons
As detaIled below, there have been numerous consultatIon exercIses In the development
of the plans for the sIte whIch, over a perIod of years, have rIgorously tested the appeal of
the concept. The results of these exercIses have repeatedly shown almost unanImous
support for the concept and a hIgh level of Interest In It. ThIs appeal can also be measured
by the support for the Save 0reamland CampaIgn, whIch Is supported by 18,000 people and
busInesses.
ConsuItatIon Work by the 0reamIand TrustlSave 0reamIand CampaIgn
The Save 0reamland CampaIgn was formed In 200J and Is admInIstered by The 0reamland
Trust, whIch was set up to actIvely pursue the ImplementatIon of a 21stCentury tourIst
attractIon at 0reamland, based around the lIsted ScenIc FaIlway and CInema buIldIng.
The CampaIgn has the support of local groups such as the |argate CIvIc SocIety, LImbo
Arts Ltd, |argate Hotel E Cuest House AssocIatIon and Thanet Youth Trust; natIonal
groups such as Save 8rItaIn's HerItage and the FaIrground AssocIatIon of Creat 8rItaIn; and
InternatIonal groups such as the European Coaster Club, NatIonal Amusement Park
HIstorIcal AssocIatIon and AmerIcan Coaster EnthusIasts. ts websIte at
www.savedreamland.co.uk receIves around 7J0,000 hIts per month and the sIte's forum
has 650 regIstered members.
The CampaIgn has organIsed a number of events over the years sInce 200J, all of whIch
have been very well attended. The 0reamcoaster exhIbItIon In |ay 2007 was a
collaboratIve project wIth LImbo Arts Ltd and aImed to provIde a posItIve focus for the
wave of publIc feelIng that followed the arson attack on the ScenIc FaIlway. The show
InvIted members of the publIc to donate materIals, share memorIes, lend memorabIlIa and
partIcIpate In buIldIng a scaleddown wooden replIca of the rollercoaster. ncorporatIng
Locum ConsultIng
fIlm shows, performance, talks and workshops, the event attracted over 500 people to
|argate's SubstatIon.
The story of the rescue of the sIte, and of the rIdes now on sIte, Is a notable trIumph of
communIty actIon and voluntary sector engagement, and has been closely followed by
local and natIonal medIa. The CampaIgn has proved to resonate deeply wIth many local
people, as well as those farther afIeld. The project Is therefore deeply embedded In the
local and wIder communIty - as Is approprIate for a project Intended to celebrate the
herItage of popular seasIde culture.
ConsuItatIon Work by the Landowners
|TCFC conducted an extensIve consultatIon programme over an eIghtmonth perIod from
September 2006 to |ay 2007, canvassIng local peoples' Ideas for the future of 0reamland.
The process started wIth the 'Exodus' event whIch attracted thousands of people to the
fInale of the burnIng of the Antony Cormley structure 'Waste |an'. The event generated
consIderable Interest whIch was captured through the 'Cet nvolved' leaflet campaIgn and
'textmargate' web sIte.
The second stage of the process took place In February 2007 wIth a publIc event at the
WInter Cardens attended by over 250 people. ThIs Included presentatIons and an
InteractIve model to stImulate Ideas and debate. The results of thIs process Informed the
next phase whIch Involved further detaIled consultatIon on two potentIal schemes for the
sIte. There was overwhelmIng publIc support for the 0uke of York Scheme whIch Included
the restoratIon of the CInema buIldIng Into a multIpurpose entertaInment venue and the
creatIon of the HerItage Amusement Park.
ConsuItatIon Work by Thanet 0IstrIct CouncII and the hargate PenewaI PartnershIp
The results of the publIc consultatIon on the 2004 0raft Central |argate StrategIc Urban
0esIgn Framework (the '|argate |asterplan') showed that the Issue of 0reamland
generated the most responses to the consultatIon (44 of all responses) "wIth almost all of
them strongly supportIng the use of the sIte for a major amusement park, famIlybased
attractIon" (Para 2.5).
n the February 2006 publIc consultatIon on the Proposed |odIfIcatIons to the Thanet Local
Plan, whIch consIdered the numerous modIfIcatIons to the Local Plan sInce the PublIc
nquIry, there were a total of 452 representatIons submItted and, of those, all but 10
related to the 0reamland sIte. Almost all wanted the sIte to remaIn an amusement park
wIth the ScenIc FaIlway retaIned. PolIcy T8 of the Thanet Local Plan was amended to
strengthen Its requIrement for 0reamland to remaIn an amusement park and exceptIonally
allowIng the redevelopment of a lImIted part of the sIte If It secured an operatIng
amusement park on most of the sIte.
Locum ConsultIng
Crectve Mcrycte, the Culturcl \son ]or Mcrycte, consulted wIth over J00 local people
about how to embed culture, especIally the vIsual arts, as a catalyst for regeneratIon. ThIs
agaIn revealed overwhelmIng support for use of the 0reamland CInema and the ScenIc
FaIlway to provIde a cultural offer that was synergIstIc wIth but dIfferent to that In the
Dld Town.
Thanet 0IstrIct CouncIl produced a PlannIng 8rIef for the 0reamland sIte In 2007. The brIef
clarIfIes Local Plan PolIcy T8 on 0reamland, statIng that 51 of the sIte must remaIn an
amusement park and the redevelopment of the remaInder of the sIte must fund the
reInstatement of an operatIng amusement park, the restoratIon of the ScenIc FaIlway and
the refurbIshment of the CInema 8uIldIng. t also suggests that a HerItage Amusement Park
would be an approprIate form of development that preserves and buIlds on Its hIstorIc
assets. The brIef was the subject of extensIve publIc consultatIon IncludIng press
features, publIc dropIn sessIons, surveys, IndIvIdual meetIngs and a stakeholder workshop.
The CouncIl receIved 229 completed questIonnaIres. The majorIty of respondents
supported the PlannIng 8rIef, wIth over 92 In agreement on proposals to retaIn the ScenIc
FaIlway, over 87 wantIng at least 50 of the sIte In amusement park use and over 85
statIng a desIre for refurbIshment of the 0reamland cInema buIldIng for leIsure uses.
The restoratIon of hIstorIc structures at 0reamland has consIstently receIved the greatest
support In all publIc consultatIon exercIses undertaken by the CouncIl sInce the
amusement park's closure was announced In January 200J.
The "I 0ream of 0reamIand" ConsuItatIon
As part of the detaIled desIgn process, the 0reamland Stakeholder Croup held a publIc
event on Sunday 15
th
|arch. ThIs was attended by over 400 people and Included dIsplays
of the plans, models, vIdeos and a short questIonnaIre.
140 people completed comments forms, wIth 94 of comments made beIng In favour of
the project. 196 people completed regIstratIon forms, wIth 54 of these seekIng to
volunteer to support the project. AnalysIs of these forms shows attendance from a broad
range of the local communIty: 46 employed; 21 self employed; 14 local busIness
employer; 10 retIred; 79 aged 2659; 12 aged 25 and under; 9 aged 60 and over.
The Stakeholder Croup also held a more formal event on 16
th
|arch attended by a range of
representatIves from the publIc, prIvate and voluntary sector. The event demonstrated
wIde support for the project and generated an agreed set of ImmedIate prIorItIes for the
next phase.
Fyure 99: Artcle carred by Frday 30 May edton oj Thanet Extra
Enjoy memorIes of the scenIc raIIway's heyday
The two week long 0reamcoaster communIty exhIbItIon of fIlms and memorabIlIa
Locum ConsultIng
opened on Saturday and the publIc have had theIr fIrst chance to help buIld a replIca
of 0reamland's ScenIc FaIlway.
Every day thIs week between noon and 5pm vIsItors can drop Into the SubstatIon
Callery In 8Ilton Square, off |argate HIgh Street, to donate scrap wood to the
project or even help assemble the replIca. Helpers can pop In for an hour, stay for
the day or work on the coaster all week. They hope to buIld a replIca up to 15
metres long. The 0reamcoaster wIll then be the focal poInt of a weeklong exhIbItIon
when vIsItors wIll be InvIted to share theIr memorIes, hopes and dreams for the
amusement park.
Among the free events already lIned up are a |ake Your Dwn TraIn workshop for all
ages on Thursday, |ay 29 from 2pm. deal for half term, vIsItors young and old can
desIgn theIr own rollIng stock for the 0reamcoaster and there wIll be help to turn
Ideas Into small models usIng recycled materIals.
FrIday, |ay J0 at 7pm for 7.J0pm sees a prevIew of the followIng week's exhIbItIon
of 0reamland memorabIlIa wIth an Illustrated talk about the hIstory of the park by
author NIck Evans. He wIll take the audIence back to the kIss me quIck and candy
floss tImes as well as the poolsIde fun of the bathIng beauty competItIons at
ClIftonvIlle's LIdo.
The exhIbItIon wIll be open every day between 12pm and 5pm from |ay J1 to June 7
and wIll feature old posters, photographs and other materIal from locally owned
collectIons. A memory chaIn workshop wIll be held on Thursday, June 5 between 2pm
and 5pm, enablIng people to record theIr memorIes of the ScenIc FaIlway In Its
heyday.
The followIng evenIng from 7pm journalIst aIn AItch wIll gIve a talk about hIs love
for the ScenIc FaIlway and hIs personal connectIons wIth It through hIs grandfather,
who was the park's chIef engIneer for many years untIl the mId 1970s.

Fyure 100: lsle oj Thanet Cazette Prevew oj 0reamcoaster event
Art team on a roII In scenIc rebuIId
Work Is well under way and ahead of schedule to rebuIld the ScenIc FaIlway - In
mInIature. As part of a celebratIon of 0reamland's herItage, wIllIng volunteers
helped construct a 16metre wooden model of the roller coaster that partly burned
down In AprIl.
FollowIng the arson attack on the Crade lIsted structure, art organIsatIon LImbo
Arts teamed up wIth the Save 0reamland CampaIgn to stage a weeklong exhIbItIon.
CampaIgn member 0ave Collard, a communIty care worker, saId: "We're well ahead
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of schedule and It's goIng really well. t's been maInly campaIgn members workIng on
It but we've had a lot of people comIng In and havIng a look at It. don't thInk they
were expectIng It to be so bIg."
TonIght (FrIday) there Is an exhIbItIon prevIew and a talk by 0reamland Femembered
author NIck Evans who wIll be dIscussIng the hIstory of the amusement park. The
celebratIons start on Saturday at noon when the 0reamcoaster and memorabIlIa wIll
be on dIsplay.
LIve the dream: free events
|ay J0, 7pm ExhIbItIon prevIew and 0reamland Femembered author NIck Evans wIll
be gIvIng a talk on Its hIstory and Its sIster operatIon at the LIdo.
|ay J1 to June 7, 12 to 5pm: 7Iew the 0reamcoaster and dIsplays of 0reamland
memorabIlIa spannIng the last century.
June 5, 2 to 5pm: 0ropIn workshop for everyone wIth memorIes of the ScenIc
FaIlway. Your chance to make a concertIna book of words and Images.
June 6, 7pm: |argateborn author aIn AItch dIscusses hIs love of the ScenIc FaIlway
and hIs personal relatIonshIp wIth It through hIs grandfather who was chIef engIneer
at 0reamland.
For more InformatIon vIsIt www.lImboarts.co.uk or call 0184J 220008.

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6. |arket TestIng - the 7IsIt Kent Survey
6.1 IntroductIon
The popularIty of the 0reamland concept was tested vIa an onlIne survey entItled 'A
proposal for |argate' was sent In AprIl to the exIstIng 7IsIt Kent UK database of over
J1,674 people who had saId that they were "Interested In Kent".
The result was a good relIable and robust sample of JJJ5 respondents, a 10.5 response
rate. Two thIrds of respondents were female and 78 were aged J565.
76 had vIsIted |argate. The maIn attractIons were the beach (26), amusements (14),
attractIons (14), and vIsItIng frIends and relatIves (11).
Fyure 101: 0j those that had vsted Maryate, reasons jor choosny
Maryate

|ost of the respondents were regular vIsItors to the town, sayIng that they had vIsIted:
- Dnce - 15
- Two or three tImes - 20
- Four or fIve tImes - 1J
- |any tImes 52
80 saId that they Intended to vIsIt agaIn.
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Fyure 102: 0j those that had vsted Maryate, when they had last been

They tended to vIsIt as a famIly or couple:
- Dn my own 10
- As a couple J0
- FamIly 4J
- Croup of frIends 14
- Dther J
80 vIsIted on a day trIp, 20 on a stayIng trIp. Df those that stayed on or more nIghts,
about a thIrd stayed In a hotel, a thIrd wIth frIends and relatIves, and 20 In a 8E8 or
guest house.
Fyure 103: Amount sent by vstors

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Fyure 104: Home Locaton oj Resondents

The database of respondents was passed through the |DSAC
20
system. The segments of
the database that had the hIghest propensIty to reply were Suburban Comfort, Happy
FamIlIes, Symbols of Success and TIes of the CommunIty. Df the 2,424 people that

20
A segmentatIon system developed by ExperIan that Is based on post code analysIs from the results
of the 2001 census.
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confIrmed they had vIsIted |argate In the past, the greatest proportIon of exIstIng vIsItors
(2J) were from the Suburban Comfort segment, followed by Happy FamIlIes (16), TIes of
the CommunIty (15), and Symbols of Success (1J).
68 of those who had not been to |argate before saId that they would consIder a day vIsIt,
7J saId that they would consIder a short break there, and 44 saId that they would
consIder takIng a longer break In |argate.
6.2 PatIngs of hargate
Fespondents were asked to gIve assessments of |argate on a varIety of dImensIons. They
showed very clearly the challenges faced by the town. Furthermore, perceptIons are
almost unIversally weaker amongst those that have vIsIted than those that have not.
Dnly JJ saId that they would defInItely recommend |argate as a destInatIon to frIends
and relatIves. 21 would not recommend It, and 46 answered 'maybe'.
A hIgh percentage of all vIsItors feel that there could be a greater range of attractIons to
vIsIt In |argate. 16 stated that the range Is very poor, 27 stated that the range Is poor,
and a further J1 rated It as neIther poor nor good. Dnly a quarter of vIsItors were posItIve
about It.
Furthermore, 42 of all vIsItors dId not feel that |argate had a welcomIng atmosphere.
J1 rated |argate as neIther good nor poor. Dnly 16 rated It as welcomIng, and 5 as
very welcomIng.
|argate Is not generally perceIved to have a range and qualIty of shops by 45 of the
respondents. 28 felt the offerIng was neIther poor nor good. 1J rated It as good and J
as excellent.
|argate Is perceIved by only 5 of respondents to have an excellent range of restaurants,
pubs and cafes. 18 rate the town as havIng good provIsIon, JJ neIther good nor poor,
2J poor and 9 very poor.
5J of respondents perceIved the town to be easy to get to, wIth only 1J fIndIng It
InaccessIble. Dnly 14 felt that traffIc Is out of control In the town and sIgnpostIng Is
perceIved to be good. Car parkIng In |argate Is generally perceIved to be suffIcIent, wIth
21 thInkIng It Is good, and 6 ratIng It as excellent.
|argate Is perceIved by only 7 of the respondents as havIng excellent levels of
cleanlIness and upkeep, wIth a further 18 ratIng It well. J2 rate the town as beIng
neIther well kept, nor unkempt. 22 rate the town as poor and 1J as very poor.
|argate's beach Is a major asset for the town, and Its level of cleanlIness Is rated as
excellent by 15 and good by J1. ThIs Is the best ratIng of all of the categorIes for
|argate.
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For those that had some perceptIon of the accommodatIon, 4 rated It as excellent, 9 as
good, 7 as poor, and 4 as very poor. 17 rated It as neIther poor nor good.
ToIlets were rated as very poor by 9 of the respondents, poor by 18, neIther poor nor
good by 26, 14 rated them as good, and 5 as excellent. 29 could not rate the toIlets.
Fespondents were asked how strongly they agreed wIth varIous statements about the
product (on a scale of 1= strongly dIsagree, 10 = strongly agree).
t showed that perceptIon of |argate Is hIgher for all categorIes for those that have not
vIsIted than for those that have vIsIted. Elements that are assocIated wIth the tradItIonal
seasIde offer were at the fore.
Fyure 105: Percetons oj the Maryate ojjer
Dvercll
cvercye
Hcve vsted
cvercye
Hcve not vsted
cvercye
TradItIonal amusements 6.4 6.4 6.5
TradItIonal fIsh and chIps 6.7 6.6 7.1
WalkIng/cyclIng opportunItIes 5.8 5.7 6.1
EaterIes sellIng local produce 5.2 4.9 6.1
Watersport opportunItIes 5.2 5.0 5.8
StunnIng scenery 5.0 4.8 5.8
ExcItIng nIghtlIfe 4.6 4.4 5.1
A range of qualIty accommodatIon 5.0 4.6 6.0
HIstorIcal/herItage attractIons 5.1 4.8 6.0
Cardens to vIsIt 4.9 4.6 6.0
Courmet pubs/restaurants 4.8 4.5 5.8
DpportunItIes to watch wIldlIfe In
natural surroundIngs
4.7 4.4 5.7
nterestIng archItecture 4.9 4.7 5.6
A range of qualIty shoppIng optIons 4.5 4.2 5.6
Cultural/artIstIc attractIons 4.7 4.4 5.6
The same pIcture showed when respondents were asked about the "values" that they
assocIated wIth the town (those where non vIsItors gIve a hIgher ratIng than vIsItors are
hIghlIghted).AgaIn, values that are assocIated wIth tradItIonal seasIde resorts are at the
fore, but the ratIngs It gets for anythIng that Is related to contemporary qualIty and
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appeal are poor and are worse for people who have been there than for those who have
not.
Fyure 106: Percetons oj Maryate
Dvercll mecn score Hcve vsted - mecn
score
Hcve not vsted -
mecn score
TradItIonal 6.J 6.1 6.9
Tacky 6.4 6.7 5.6
Dld FashIoned 6.J 6.J 6.2
Cheap 6.0 6.1 5.6
FrIendly 5.6 5.4 6.2
Fun 5.4 5.J 5.9
ActIve 5.2 5.1 5.8
AuthentIc 5.4 5.2 6.1
NostalgIc 5.7 5.6 6.2
ExcItIng 4.6 4.J 5.J
FelaxIng 5.1 4.9 5.9
7Ibrant 4.5 4.2 5.J
FefreshIng 4.6 4.J 5.5
CharmIng 4.6 4.J 5.6
TranquIl 4.J 4.0 5.4
Natural 4.5 4.J 5.4
nspIrIng 4.1 J.8 5.0
Contemporary 4.1 J.8 4.9
Trendy J.8 J.5 4.6
ChIc J.5 J.2 4.4
When asked to assess the town agaInst a varIety of statements, the lowest scorIng for
vIsItors Is "has a qualIty feel". Non vIsItors to |argate rate It hIgher In all statements
except 'Is easy to get to'. t also Is notIceably more hIghly rated as a place for old people
to go than for younger people.
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Fyure 107: Assessment oj Statements about Maryate
Dvercll
mecn score
Hcve vsted -
mecn score
Hcve not vsted
- mecn score
s aImed at tourIsts 6.2 6.0 6.9
s easy to get to 6.5 6.7 6.0
s somewhere old people go 5.9 5.8 6.J
Dffers somethIng for the whole famIly 5.8 5.7 6.2
s a place to explore the surroundIng area 5.9 5.8 6.2
s safe 5.2 4.9 6.1
Dffers good value for money 5.J 5.1 5.8
s somewhere know and am happy wIth 4.6 4.7 4.1
s a place for couples 4.6 4.4 5.2
s a year round destInatIon 4.4 4.2 5.0
s a place to go to rejuvenate 4.1 J.8 5.0
Has a qualIty feel J.6 J.J 4.9
s expensIve 4.5 4.J 5.1
Df those that had vIsIted |argate, 56 had heard of Turner Contemporary. Df those that
had not vIsIted |argate, 10 had heard of Turner Contemporary. 72 saId that they would
probably vIsIt Turner Contemporary, and J8 saId It would encourage them to take a short
break In the town.
6.3 PerceptIons of the 0reamIand Project
66 saId that they had heard of 0reamland, and, of them, 77 had vIsIted It when It was
open.
25 had heard of the HerItage Amusement Park Idea. They had heard about It from a
varIety of sources:
- Local paper 4J
- NatIonal paper 7
- Local radIo 25
- NatIonal radIo J
- T7 - 44
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- nternet - 14
- Dther - 9
There was an extremely posItIve reactIon to the Idea as a recreatIon of some sort of
0reamland/TradItIonal seasIde theme park. 41 of the respondents spoke hIghly of
chIldhood experIences In the park, marrIage proposals, takIng grandchIldren, and the fact
that the prevIous 0reamland Park epItomIsed |argate and a tradItIonal seasIde resort. A
huge amount of affectIon for the prevIous park also IndIcated there would be a broad
market for the new attractIon as 2J replIed that It would be a good attractIon for all
ages, and a further 10 specIfIcally mentIoned Its appeal as a famIly attractIon.
Fyure 108: Reasons why resondents lked the concet
6%
41%
10%
13%
23%
6%
1%
Unique/different
Nostalgia/Heritage/Culture
Appeals to families
Vital for regeneration
Good attraction for all
Free
Art deco/cinema
Restaurants

9J of respondents saId that they thought It would be a good development for |argate.
78 saId that they thought they would vIsIt the HerItage Amusement Park when It opens
and 44 saId It would encourage them to take a short break In the town.
The maIn reasons gIven for not doIng so were to do wIth not lIkIng amusement parks, old
age, and chIldren beIng grown up.
6.4 ImpIIcatIons for 0reamIand
The research was very encouragIng.
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t showed that |argate retaIns a very strong appeal to a large number of people and many
people vIsIt It frequently. The beach Is stIll seen as a major asset, as Is the town's
accessIbIlIty.
Even amongst regular vIsItors, however, there Is recognItIon of Its weaknesses In core
areas such as attractIons, qualIty of upkeep, and the range and qualIty of the restaurants.
0reamland wIll make a substantIve Improvement to all of these aspects of the town.
Locum ConsultIng
7. |emorandum of UnderstandIng
Dreamland Margate Project
Memorandum of Understanding
Introduction
This document sets out the agreed principles to be documented as a Memorandum of
Understanding (MoU) between the parties for the Dreamland Project. These are: the
Margate Town Centre Regeneration Company (MTCRC) as landowner; Thanet District
Council (TDC) as local planning authority; Margate Renewal Partnership (MRP) bringing
together stakeholders in the site; and the Dreamland Trust (DT) as proposed freeholders of
part of the site.
Signatories
o Margate Town Centre Regeneration Company two Directors
o Dreamland Trust Secretary on behalf Trustees
o Margate Renewal Partnership
o Thanet District Council
The Site
The site extends to approximately 6.3 hectares (15.56 acres). It is located in the centre of
Margate with a frontage on to Marine Terrace. The site comprises three listed structures
being the Grade II Scenic Railway and Cages and the Grade II* cinema building. A new
road is to be provided along the southern site boundary to enable the diversion of traffic
from Marine Terrace. Contributions towards the cost of the new road will be agreed
between the parties by separate negotiations. The area of land to be retained by MTCRC will
be known as the enabling site. The area of land to be transferred to DT will be known as
the leisure site. This is shown on the attached plan at Appendix 1.
The Project
The aim of the project is to develop an amusement park of thrilling historic rides and
restore the cinema building to comprise a 1,000 seat music and entertainment venue. In
order to procure the necessary funding package applications are to be submitted to all
appropriate funding bodies, the main organisations being the Heritage Lottery Fund (HLF)
and CABE (Sea Change). Match funding will be provided by MTCRC, either through the
s106 obligations or by separate legal agreement, and MRP partners. The estimated total cost
of the project is in excess of current funding availability. This means that the project will be
phased. The first phase will comprise the restoration of the Scenic Railway to operational
status; provide approximately 2/3
rds
of the amusement park; the restoration of the exterior of
the cinema building; and the restoration of the lower ground floor amusement park
entrance; demolition of the existing ballroom and amusement arcade buildings adjoining the
cinema building and construction of new single-storey extension to the rear of the cinema
building. Until Phase 2 commences a maintenance plan for the cinema building will need to
be put in place to ensure that it does not deteriorate further.
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The second phase will comprise the restoration of the interior of those parts of the cinema
building that were not restored in Phase One and the completion of the extension to the
cinema building on the upper floors. It will also include the completion of the amusement
park. This stage will be funded through further grant applications, cross-subsidy from the
surplus generated by the amusement park and any further s106 payments if due under the
agreed formula.
Over-arching assumptions
o Under the Thanet Local Plan 2006 Policy T8 the majority of the site (ie over 50%)
must be used for an amusement park. The remainder of the site may be suitable for
a mixed use scheme but only of such a scale as is needed to support the delivery of a
comprehensive amusement park and the retention of an operating Scenic Railway.
o The proposed construction of the amusement park, restoration of the Scenic Railway
and restoration of the cinema building will enable the landowners to fulfil the LPA
Dreamland Planning Brief (2008) for the site. Any amusement element on the
enabling site would be in addition to the Brief.
o DT agrees not to hamper or object to the proposals for the enabling site, save that
they shall be able to object to any aspect which has a material effect on their
proposals and intended operations.
o MTCRC agrees not to hamper or object to the proposals for the leisure site, save that
they shall be able to object to any aspect which has a material effect on their
proposals and intended operations.
o All agree in principle that a s106 Agreement or legal agreement (whichever is most
appropriate) is entered into between MTCRC and TDC in respect of the site to
secure payments derived from the consents for the enabling development.
Agreement would be between MTCRC and TDC, with an obligation on TDC to
ensure that the funding goes into the leisure site, specifically to include amusement
park, Scenic and Cinema restoration.
o A planning application for the development of the leisure part of the site will be
submitted by 1 December 2009. This will be the joint responsibility of DT and
MTCRC and MRP.
MTCRCs Contributions
MTCRC will:
o Transfer the freehold of the leisure site, with Vacant Possession, to DT for 1 (one
pound Sterling) upon the project securing the minimum funding needed to proceed
with Phase 1. This is estimated to be 12 m (twelve million pounds Sterling, to
include the contribution from MTCRC).
o Provide rights of access where necessary for DT (and any subsequent owners) over
the enabling site for emergency access, utilities etc
o Contribute a minimum of 4m (four million pounds Sterling) under the s106
agreement or legal agreement. The s106 is to include an agreement to monitor the
viability of each phase of the enabling development as it is implemented to assess
whether any further contributions towards the leisure site (over and above the 4m)
are viable taking into account the developers profit, such contribution not to exceed
the total cost of implementation of the amusement park, Scenic Railway restoration
and Cinema restoration.
o Submit a planning application for the enabling part of the site.
o Contribute towards professional fees for the preparation of drawings etc to secure
Listed Building Consent and planning consent for the leisure site; for independent
legal advice for DT and subsidiaries on their obligations under the s106 agreement;
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the MoU and the transfer of the leisure site; project fees for the development of a full
business plan and grant applications to secure grant funding. This contribution will
be required to make up any short-fall in funding for the development stages, not
secured through grant applications. The contribution sum is to be agreed.
o Assist with the submission of the planning and listed building applications, where
appropriate as part of the Dreamland Project Team
o Transfer the heritage rides to DT for 1 (one pound Sterling).
Dreamland Trust Contributions
DT will use reasonable endeavours to:
o Deliver viable proposals for an amusement park and new uses for the cinema
building
o Form an appropriate vehicle for the fulfilment of their role
o Apply for or support all public sector grant applications, where appropriate and
maximise the grant available for their proposals including support for the provision
of heritage interpretation and volunteering and training/educational opportunities
as agreed under the HLF (and any other) applications
o Fulfil the LPA Dreamland Planning Brief (2008) for the site in respect of the
amusement park
o Provide rights of access where necessary for MTCRC (and any subsequent owners)
over the leisure site for emergency access, utilities etc
o Form a member of the Dreamland Project group and assist and advise where
appropriate
TDC Undertakings
TDC will use its best endeavours to:
o Assist with securing match funding for Phase 1 costs including applying for the Sea
Change grant.
o Act as the accountable body for public sector grants where appropriate
o To encourage public sector bodies to see the site as strategically significant to the
town, sub-region and region
o To give useful pre-application advice on potential planning applications for the site
o To procure the delivery of the link road connections
MRP Undertaking
MRP will use best endeavours to:
o Deliver agreed grants through the MRP structure
o Secure grants to provide contributions towards professional fees for Phase 1 costs
and legal advice to DT.
Partnership Working
All three parties will agree to:
o An open-book approach to the exchange of design, planning, financial and technical
information in relation to the amusement site.
o Partnership working in a spirit of mutual respect
Exit Strategies
1) If any party to this agreement is declared bankrupt, then the MoU becomes nul-and-
void. A new MoU would need to be agreed if appropriate. Alternatively MTCRC
would retain the freehold of the leisure site.
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2) If inadequate grant funding is secured ie any of the major grants from CABE, HLF or
HCA then the MoU is again declared nul-and-void and the fall back position is as
per point 1.
3) If inadequate s106 contributions are received and/or the HCA is unable to enter into
a loan agreement to cashflow the s106 contributions then the MoU is again declared
nul-and-void and the fall back position is as per point 1.
4) If planning permission for the enabling site is refused then the MoU is again
declared nul-and-void and the fall back position is as per point 1.
5) Following the grant of satisfactory planning permission DT agrees to enter into a
restrictive covenant for 20 years restricting the use of the leisure site to leisure
purposes only. During the period of the restrictive covenant, if an alternative
planning Use Class is implemented on the leisure site DT agrees to pay MTCRC 30%
of the increase in value of the land based on a base value of the original purchase
price (index linked) and the Market Value of the site for the alternative use (at the
date of the Purchasers notice of the proposed implementation), less the cost
obtaining the planning permission, any s106 costs or planning payments and any
non financial payment obligations including the provision of public open space and
affordable housing. MTCRC retains the right to block or object to any planning
application that adversely impacts on the enabling site. For the avoidance of doubt
DT will notify MTCRC of their intention to implement a planning permission for
an alternative use. Both parties will instruct a valuation of the site and agree a
valuation of the alternative land use value within 2 months of DTs notice. If
agreement cannot be reached, both parties will jointly instruct an independent
expert and will be bound by the experts conclusion. Any payment due will be paid
by DT (or successor in title) to MTCRC (or their successor in title) prior to the
implementation of the planning permission for the alternative use.
Any outstanding costs unpaid at the time of the dissolution of the MoU will be paid equally
between MRP and MTCRC.
Acknowledgment as to Legal Effect
The parties acknowledge that the terms of this Memorandum are morally binding
but are not legally binding so that no action can lie thereon. The parties are looking
to progress the project in partnership and anticipate that legally binding agreements
may be entered into the future but cannot be entered into at this stage.
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8. 0etaIled Project Programme

ID Task Name Duration Start Finish Predecessors
1
Design Work to Stage C for Funding
45 days Fri 16/01/09 Thu 19/03/09
25
Design Work to Stage D for Listed Building Planning Application
157 days Mon 27/04/09 Tue 01/12/09
26 Procurement of Consultants 137 days Mon 27/04/09 Tue 03/11/09
27 Prepare specification 15 days Mon 27/04/09 Fri 15/05/0924
28 OJ EU Notice 37 days Mon 18/05/09 Tue 07/07/0927
29 Expressions of Interest Received & Issue Pre-Qualification Questionnaires (PQQ's) 0 days Tue 07/07/09 Tue 07/07/0928
30 Review PQQ's 10 days Wed 08/07/09 Tue 21/07/0929
31 Prepare Tender Documents 30 days Mon 18/05/09 Fri 26/06/0927
32 Issue Tender Documents & Tender Period 40 days Wed 22/07/09 Tue 15/09/0930,31
33 Receipt of Tenders 0 days Tue 15/09/09 Tue 15/09/0932
34 Evaluate Tenders Against Award Criteria 15 days Wed 16/09/09 Tue 06/10/0933
35 Award Contract following 10 day Standstill Period 0 days Tue 20/10/09 Tue 20/10/0934FS+10 days
36 Submit OJ EU Award Notice (within 48 days) 0 days Tue 03/11/09 Tue 03/11/0935FS+10 days
37 Design Works 30 days Wed 21/10/09 Tue 01/12/09
38 Architectural Design & Specifications 30 days Wed 21/10/09 Tue 01/12/095,35
39 Structural Design & Specifications 20 days Wed 28/10/09 Tue 24/11/0938FF-5 days
40 M&E Engineering Design & Specifications 20 days Wed 28/10/09 Tue 24/11/0938FF-5 days
41 Cost Plan 5 days Wed 11/11/09 Tue 17/11/0938FF-10 days
42
Applications & Submissions
347 days Mon 02/02/09 Tue 15/06/10
43 Sea Change Grant 78 days Mon 16/02/09 Wed 03/06/09
44 Seeda Nomination for Sea Change Grant 0 days Wed 18/03/09 Wed 18/03/0924
45 Preparation of Grant Application 35 days Mon 16/02/09 Fri 03/04/09
55 Grant Application Submission 0 days Thu 30/04/09 Thu 30/04/0954
56 Decision Anticipated 0 days Wed 03/06/09 Wed 03/06/0955FS+25 days
57 Heritage Lottery Funding 347 days Mon 02/02/09 Tue 15/06/10
58 Preparation of Application 40 days Mon 02/02/09 Fri 27/03/09
59 Conservation Statement 15 days Mon 02/02/09 Fri 20/02/09
60 Participation Strategy 10 days Mon 23/02/09 Fri 06/03/09
61 Heritage Statement - Scope & Significance 15 days Mon 23/02/09 Fri 13/03/09
62 Social Impact Statement 10 days Mon 02/03/09 Fri 13/03/093
63 Audience Statement 10 days Mon 02/03/09 Fri 13/03/093
64 Risk Register 10 days Mon 02/03/09 Fri 13/03/093
65 Match Funding Strategy 15 days Mon 23/02/09 Fri 13/03/09
66 Collate & Publishing of Document 10 days Mon 16/03/09 Fri 27/03/0959,60,61,62,63,64,65
67 1st Round Application 0 days Fri 27/03/09 Fri 27/03/0966
68 1st Round Decision 0 days Tue 21/07/09 Tue 21/07/0967FS+60 days
69 2nd Round Application 0 days Tue 23/02/10 Tue 23/02/1068,38,39,40,41,74
1
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
30/04
03/06
57
59
60
61
62
63
64
65
66
67
68
69
N D J F MA M J J A S O N D J F MA M J J A S O N D J F MA M J J A S O N D J F MA M J J A S O N D J F MA M J J A S O N D J F MA M J J A S O N D J F MA M
2009 2010 2011 2012 2013 2014 2015
Task
Split
Progress
Milestone
Summary
Project Summary
External Tasks
External Milestone
Deadline
Dreamland, Margate
Leisure Complex & Heritage Amusement Park - Phased
Revison 0
Page 1
Project: 005 Heritage Prog 1
Date: 22 April 2009
Revision: 0
70 HLF Final Decision 0 days Tue 18/05/10 Tue 18/05/1069FS+60 days
71 HLF Contract & Written Permission to Commence 0 days Tue 15/06/10 Tue 15/06/1096,70FS+20 days
72 Planning Application 50 days Tue 01/12/09 Tue 23/02/10
73 Submit Detailed Listed Building Planning Application 0 days Tue 01/12/09 Tue 01/12/0938,39,40,41
74 Planning Consent Decision 0 days Tue 23/02/10 Tue 23/02/1073FS+50 days
75
Site Works
1407 days Mon 15/06/09 Tue 27/01/15
76 Phase 1 - TENDER 262 days Mon 15/06/09 Tue 29/06/10
77 Asbestos Removal 137 days Mon 15/06/09 Tue 05/01/10
86 Award Contract following 10 day Standstill Period 0 days Tue 08/12/09 Tue 08/12/0985FS+10 days
88 Main Works 167 days Mon 26/10/09 Tue 29/06/10
97 Award Contract following 10 day Standstill Period 0 days Tue 15/06/10 Tue 15/06/1096FS+10 days,71
99 Phase 1 - CONSTRUCTION 325 days Wed 06/01/10 Tue 19/04/11
100 Asbestos Removal 60 days Wed 06/01/10 Tue 30/03/1087
101 Main Works 200 days Wed 30/06/10 Tue 19/04/1198
102 Handover to Operator 0 days Tue 19/04/11 Tue 19/04/11101
103 Phase 2 - TENDER 517 days Mon 07/01/13 Tue 27/01/15
104 Tender - Construction Packages 117 days Mon 07/01/13 Tue 18/06/13
107 Expressions of Interest Received & Issue Pre-Qualification Questionnaires (PQQ's) 0 days Tue 19/03/13 Tue 19/03/13106,38,39,40,41
70 18/05
71 15/06
72
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76
77
78
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82
83
84
85
86
87
88
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90
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102 19/04
103
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107 19/03
2009 2010 2011 2012 2013 2014 2015
Task
Split
Progress
Milestone
Summary
Project Summary
External Tasks
External Milestone
Deadline
Dreamland, Margate
Revison 0
Page 2
Date: 22 April 2009
Revision: 0
113 Award Contract following 10 day Standstill Period 0 days Tue 18/06/13 Tue 18/06/13112FS+10 days,100
115 Construction 400 days Wed 19/06/13 Tue 27/01/15
116 Construction of Park 120 days Wed 19/06/13 Tue 03/12/13113
117 Construction of Cinema Building 400 days Wed 19/06/13 Tue 27/01/15113
118 Handover Park to Operator 0 days Tue 03/12/13 Tue 03/12/13116
119 Handover Cinema Complex to Operator 0 days Tue 27/01/15 Tue 27/01/15117
108
109
110
111 14/05
112
113 18/06
114 18/06
115
116
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118 03/12
119 27/01
2009 2010 2011 2012 2013 2014 2015
Task
Split
Progress
Milestone
Summary
Project Summary
External Tasks
External Milestone
Deadline
Dreamland, Margate
Revison 0
Page 3
Date: 22 April 2009
Revision: 0

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