Pleasurewood Hills takeover

By EMMA KNIGHTS
Monday, January 31, 2011
6:24 PM

Theme park Pleasurewood Hills has been taken over by a new owner which has announced plans for major new investment in the tourist attraction.

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The park near Lowestoft has been bought by global private investment firm H.I.G Capital France.

The acquisition of the park was completed today after previous owner Compagnie des Alpes announced it would be relinquishing control of seven leisure parks, including Pleasurewood Hills, at the end of last year.

H.I.G Capital France in partnership with industry expert Laurent Bruloy is taking control of all seven of the parks and between them they will benefit from a joint investment of 20 million Euros over five years.

For Pleasurewood Hills it will mean the park will launch a host of new attractions over the coming months including a £65,000 indoor Laser Labyrinth game, an educational nature trail and a new train station.

The car park and queuing facilities will also be re-designed to improve access and speed up entry for visitors especially in peak times.

Alexis Camelin, Pleasurewood Hills’ general manager who was appointed in March last year, said: “This is extremely exciting news for Pleasurewood Hills!

“The investment will enable us to build on ongoing developments from the past year and further establish our reputation as one of the leading family theme parks in the country.”

The news of the takeover comes as Pleasurewood Hills completes development of a new conference centre in The Palladium Theatre plus the launch of the Carousel Community Art Project which sees art students from across the region restore 30 carousel horses from one of the park’s rides.

Pleasurewood Hills has been a popular attraction for more than 25 years and after a period of some uncertainty in the late 1990s, the 59 acre site was purchased by French leisure group Compagnie des Alpes in 2004.

Pleasurewood Hills won Best Visitor Experience award in the 2009 Tourism in Suffolk Awards, and more than 200,000 thrill-seeking visitors a year enjoy the park’s attractions.

The park opens for the new season on Saturday, April 2.

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