Holiday camp giant Butlin’s is reported to be considering a move for an abandoned Pontins holiday park in North Wales. The sudden closure of the site in Prestatyn, Denbighshire, sent shockwaves through the region’s tourism sector last November.
Butlin’s has expressed an interest in acquiring one of the recently mothballed resorts from its competitor Pontins. Butlin’s managing director Jon Hendry Pickup disclosed the firm has reached out to Britannia Hotels, which owns Pontins, regarding the potential takeover of either the Prestatyn Sands site or the Southport resort in Merseyside.
Britannia Hotels closed the two sites, plus Camber Sands in East Sussex, without explanation. It was speculated they might just shut over winter when bills are higher and guest numbers lower, but since then there's been no sign of them reopening.
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The optimum outcome was seen as their takeover by a group intent on investing in them and helping them realise their potential. Britannia Hotels, led by business magnate Alex Langsam, acquired Pontins back in 2011 but faced criticism for allegedly not investing sufficiently in its assets. The company also runs The Grand Hotel in Llandudno.
Given its proximity to markets in the northwest, Southport may be the frontrunner for potential acquisition. Mr Hendry Pickup said if Butlin’s was to buy the Southport site, it would likely demolish its existing structures, indicating a long-term investment plan.
"We would definitely still be interested," Mr Hendry Pickup told the Mirror. "We would definitely like a conversation with them."
Both Southport and Prestatyn appeal to Butlin’s as the company lacks a resort in the region and the company is not inclined to build a new one from the ground up elsewhere. The iconic British holiday brand currently has three resorts, located in Minehead in Somerset, Bognor Regis in West Sussex and Skegness Lincolnshire.
Butlin’s bounced back from a downturn caused by the pandemic to see its turnover soar by 54% to £290.4m in 2022 . The firm is in the midst of an ambitious £150m investment programme which is set to continue until 2027.
This includes exciting developments such as a new £15m indoor activity centre at the Bognor Regis resort and the addition of more than 100 high-end lodges at the Skegness site. The North Wales Live Whatsapp community for top stories and breaking news is live now - here’s how to sign up
Mr Hendry Pickup has emphasised a return to the company’s core values, prioritising value-for-money and fun-filled family holidays. “The mission is to give loads of things to do,” he explained. “The mission isn’t to relax - if people want to do that, we aren’t for them.”
This summer, guests can look forward to entertainment from TV personality Stephen Mulhern, who once donned the famous Butlin’s Redcoat, as well as performances linked to The Masked Singer. To boost off-peak occupancy, Butlin’s hosts Big Weekender events which have become incredibly popular. This year’s performers include Atomic Kitten, Jason Donovan, and Chesney Hawkes.
These events have significantly increased Butlin’s occupancy rates, from 77% in 2018 to around 93%. Butlin’s was founded by Billy Butlin, who began his career as a travelling showman, with the vision of making holidays accessible to the average family.
The first Butlin’s resort, located in Skegness, opened its doors in April 1936 and within a year, it had doubled in size. Subsequent resorts were established in Clacton, Ayr, Pwllheli, Bognor Regis, Mosney, Minehead and Barry Island, with an additional location set up in the Bahamas.
Many of these resorts boasted funfair rides - Billy Butin is credited with introducing dodgems to the UK - roller skating, boating and beauty pageants. They also hosted their famous talent contests, including the iconic knobbly knees competition.
Over time, the resorts have featured a variety of attractions, from monorails and glass-sided swimming pools to ski slopes. Butlin’s has changed hands several times over the years, resulting in many of its sites either being closed or sold off.
In late 2022, US private equity giant Blackstone agreed to sell Butlin’s to the Harris family for a whopping £300m. The ultimate owner of Butlin’s is now billionaire Peter Harris. Sign up for the North Wales Live newsletter sent twice daily to your inbox
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