A seaside town is due to get a major upgrade following a 'tough year'. Southport Pleasureland will be rebranding and relaunching in 2025 as Adventure Coast Southport, with an array of new experiences and attractions as part of the town's broader regeneration efforts. “Southport Pleasureland has always been a place where families come to make lasting memories,” said Norman Wallis, owner of Adventure Coast Southport. “Adventure Coast is the next step in our journey. We’re reshaping the park to offer a fresh, immersive experience that sets the stage for exciting additions in the future.".

The rebrand comes after a number of difficult months for Southport. On July 29, 2024, Axel Rudakubana committed a mass stabbing at Hart Space, a dance studio in the Meols Cop area of Southport. the 17-year-old killed three children and injured 10 others at a Taylor Swift-themed yoga and dance workshop attended by 26 children. Two girls died at the scene and six injured children and two adults were taken to hospital in a critical condition. A third girl died the following day.

The day after riots broke out on the streets of Southport. In the broader Merseyside area, 171 people have been arrested, with 129 charged and 107 sentenced to a combined 210 years and four months in prison in connection with the riots. Norman added: “Southport has faced a tough year, but our community’s determination and heart are stronger than ever. Adventure Coast Southport represents more than a name change; it’s a commitment to our town’s revival and a vision for an exciting future.

“We’re creating a destination that brings people together and restores pride in our town, putting Southport back in the national spotlight for all the right reasons. This transformation not only signifies a reimagining of the park but also represents a significant step forward for Southport, reflecting the collective determination to rebuild, thrive, and embrace a brighter future.". The new rebrand will include upgraded theming, an improved visitor experience and ongoing investment in staff training and safety technologies. The park also hopes to achieve a new atmosphere, with a sense of adventure and discovery, its owners have said.

In 2020, Southport was awarded £37.5 million in Government funding, through the Town Deal programme. It was the second highest award in the UK. The regeneration in Southport involves both the town centre and the waterfront. The projects will include new attractions, enterprise hubs and other investments. The investment will see regeneration of the Maine Lake Events Centre, The Cove Resort, The Grand, The Garrick and new workspaces and a business hub.