An iconic British seaside town could see long-abandoned space around its pier converted into a comprehensive entertainment destination featuring a cinema, bowling facilities and amusement attractions.
The location in Llandudno has remained unused following a fire that tore through its theatre more than three decades ago in 1994.
In the meantime, the peirs owner has set his sights on converting the neighbouring pavilion plot into a venue for outdoor events as an interim measure.
Adam Williams, who heads Tir Prince Leisure Group, acquired the pavilion plot when it unexpectedly came to auction in autumn 2021, motivated by concerns that a proposed 54-unit luxury apartment development would harm his historic pier.
At the time, he projected the entertainment facility would require approximately £20million to construct.
“Llandudno lacks an open-air events space which the pavilion site could fulfil,” he said.
“It’s at the same level as the pier, so the site is essentially an extension. It could accommodate more amusements, but also more shops and activities like Christmas markets.”
Those who viewed the preliminary design concepts described them as “very impressive”.
The iconic British seaside town of Llandudno is set for a revival
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However, financial constraints and the complexities of the site have meant development has proceeded slowly, with no firm schedule established for either temporary or permanent use.
The hopeful update comes as Mr Williams was forced to make the “sad” decision to sever his family’s longstanding connection to the town of Rhyl last month when Tir Prince Leisure Group disposed of its Mr B’s Arcade on West Parade.
Mr Williams believes Rhyl has become the sole seaside town in Britain without a Showman – the term for the 4,000 members of the Showman’s Guild who operate fairgrounds, circuses and festivals across the country.
“It’s sad, my family has operated in Rhyl since the 1950s,” he said. “But as much as I love the town, we can’t keep losing money there.”
Adam Williams was forced to make the “sad” decision to sever his family’s longstanding connection to the town of Rhyl last month
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GeographMr Williams expressed frustration at what he perceives as misallocated investment in Rhyl despite substantial funding being directed to the town.
“It’s a shame what’s happened to Rhyl. It’s had all that money ploughed into it but not always in the right places,” he told North Wales Live.
The pier owner argued that coastal destinations require a careful balance of two essential elements to thrive: accommodation and attractions.
He described the challenge as a circular problem where investors hesitate to build hotels without entertainment options, while attraction operators face the same reluctance without sufficient visitor beds.
“Without the right investment, you start losing links in the chain that made a resort successful – the generations of people who love the place and want to return. Once you’ve lost them, it’s difficult to get them back.”
Llandudno Pier has reopened its arcades, chip shop and kiosk concessions this week as staff prepare for an earlier Easter break in 2026. The Victorian structure enters the new season bolstered by recognition as UK Pier of the Year in 2025 alongside a Tripadvisor Travellers Choice Award.
Winter proved relatively gentle compared to the previous year, when Storm Darragh forced a two-month closure after destroying kiosks and causing extensive damage. Some storm repairs were still necessary, including replacing gratings and damaged tarmac near the Happy Valley entrance.
Significant maintenance on steel piles and support beams has been completed since December 2024, with cross-bracing work scheduled for early March during rare super low tides.