Brighton Pier Group to trial admission fee amid ‘challenging' trading conditions

Brighton Pier Group is to introduce an admission fee at its Palace Pier during peak trading times as it looks to respond to "challenging" trading conditions.

The company, which operates the pier as well as five bars, eight indoor mini-golf sites and Lightwater Valley Family Adventure Park, said cost of living living pressures has softened consumer demand, with poor weather, train strikes and the fire at the Royal Albion Hotel also impacting trading.

The group reported revenue of £34.8m for the 12 months to 24 December 2023, and a pre-tax loss of £8.8m.

At the end of the period the group took the decision to dispose of three sites in its bars division in Manchester, Cambridge and Brighton. As of 7 May 2024, the Cambridge and Brighton sites have been sold with Manchester expected to complete later in the year.

Chief executive Anne Ackord said: "In spite of a number of operational challenges experienced during 2023, the group delivered a resilient underlying trading performance.

"While the outlook must continue to be one of caution until economic conditions improve, the plan to trial charging for admissions to the pier during peak trading periods, the rationalisation of the loss-making sites in the bars division and the ongoing lodges project at Lightwater Valley are all important developments that should enhance the group’s ability to successfully navigate the challenges faced."