Lowestoft’s iconic theme park, Pleasurewood Hills, has entered an exciting new era following its acquisition by Premier Attractions Ltd.
The announcement, made via the park’s official Facebook page earlier today, confirmed that the takeover has now been completed and signals “the start of an exciting new chapter.”
A New Chapter for a Suffolk Favourite
Pleasurewood Hills has been a beloved family destination since it opened in 1983. Known for its mix of roller coasters, family rides, live entertainment, and its famous sea lion shows, the park has welcomed generations of visitors from across East Anglia and beyond.
The move to Premier Attractions Ltd is expected to bring fresh energy and investment to the resort. In their announcement, the park’s team promised “so much in store” and hinted at big plans for the future.
Who Are Premier Attractions Limited?
Founded in 2017, Premier Attractions Limited is a family-run UK operator specialising in the management of seasonal amusement rides and attractions both in the United Kingdom and internationally in the Middle East and Asia. The company is owned and managed by the Stokes family, who have built a strong reputation within the leisure industry through decades of involvement in ride operations and family entertainment.
In the UK, Premier Attractions are already well-established at Ocean Beach Pleasure Park in South Shields, where they operate a range of fairground rides. They also supply and manage travelling attractions. Their experience extends beyond the UK, with operations in overseas markets where they manage seasonal amusements at large leisure destinations.
The acquisition of Pleasurewood Hills marks Premier Attractions’ most significant step to date. Looping Group, who had owned the Lowestoft park since 2011, described them as “a strong local player” ideally placed to maximise the park’s potential. This endorsement highlights both Premier Attractions’ industry standing and their ability to take on larger, established family theme parks.
The takeover positions Premier Attractions as an emerging force in the UK leisure market, moving from seasonal ride operations into full-scale park ownership and management. With their track record at Ocean Beach and their international experience, the Stokes family are now set to write the next chapter in Pleasurewood Hills’ story, bringing fresh investment, operational expertise, and a family-run ethos to Suffolk’s much-loved theme park.
Looping Group
The Looping Group is a leading European operator of leisure and theme parks, founded in 2011 after acquiring seven parks from Compagnie des Alpes. Headquartered in France, the group has grown steadily and now manages more than 15 attractions across Europe, welcoming millions of visitors annually. Their diverse portfolio includes theme parks, waterparks, animal parks and leisure destinations such as Drayton Manor Resort (UK), West Midland Safari Park (UK), Isla Mágica (Spain), Parc Bagatelle (France), and Aquashow Park (Portugal).
The group is known for investing in family-friendly attractions that combine rides, shows, and unique experiences, with a strong emphasis on regional identity and local heritage. With their continued expansion, Looping has become one of the most significant players in the European family leisure market.
What the Takeover Means
While detailed plans have not yet been revealed, the new ownership suggests:
- Future Investments – Potential for new rides, updated facilities, and themed attractions.
- Stronger Marketing & Branding – A chance to reintroduce the park to a new audience while strengthening its identity as East Anglia’s leading theme park.
- Enhanced Guest Experience – Improvements in service, entertainment, and seasonal events are likely to follow as part of the revitalisation strategy.
Looking Ahead
Pleasurewood Hills reassured guests that more updates will be shared soon. The park’s loyal fanbase can expect announcements in the coming weeks outlining Premier Attractions’ vision and possible development plans.
For now, the news has been met with excitement, with many long-time visitors welcoming the idea of renewed investment in the park.
Author: Dan
I am passionate about Theme Parks and Attractions. I love riding roller coasters and thrill rides. With two young boys I understand how expensive family days out can be and this was one of the main driving forces behind Attractions Near me. My aim is to help you and your friends enjoy some great days out without costing the earth. Thanks for reading and have a great time - Regards Dan
