Pleasurewood Hills, the family theme park near Lowestoft in east Suffolk, has submitted plans to East Suffolk Council to introduce four new rides as part of a broader strategy to modernise its attractions. The proposals mark the first major investment move by Premier Attraction Ltd, who purchased the park from the Looping Group last October. For an industry watching closely, the Pleasurewood Hills expansion is a clear signal of intent from the new ownership.
The four proposed rides are the Star Flyer, the Spinning Coaster, the Apple Coaster, and the Big Wheel. The Star Flyer is a 30-metre high-profile thrill ride, while the Spinning Coaster stands at 12 metres and targets families. The Apple Coaster is designed for younger children, and the 36-metre Big Wheel offers a gentler, observational experience. Each ride targets a distinct guest segment – a deliberate approach to broadening the park’s appeal across age groups.
The proposals were submitted by general manager Ricky Lark. In the planning statement, the new owners said they were committed to securing the theme park’s long-term future, with the plans forming part of a wider strategy to reinvigorate the park, grow visitor numbers, extend dwell time, and ensure Pleasurewood Hills remains competitive within the regional tourism and leisure market. All four rides are proposed for land that has historically housed attractions on the existing site.
The park has been a fixture in the Lowestoft tourism scene for over 40 years, having first opened in 1983. However, parts of the site have been showing their age. Freddie Stokes, one of the brothers managing the park under Premier Attraction Ltd, acknowledged the challenge directly – describing the park as having lost some of its former energy and needing meaningful investment to get back to where it should be.
A decision from East Suffolk Council is expected by 9 April. If approved, the Pleasurewood Hills expansion will represent the park’s most significant capital investment in recent memory.
Image: Pleasurewood Hills
