Brighton Palace Pier is on the market for sale, with the current owner aiming to secure a buyer before summer arrives. The 127-year-old Grade II listed pier, initially opened in May 1899, was acquired by Brighton Pier Group for £18 million in 2016.
Facing declining visitor numbers and escalating expenses, Brighton Pier Group, which manages various leisure sites and mini-golf venues, has decided to sell the renowned 1,722ft long pier. In 2024, the company’s earnings plummeted to £300,000, down from £1.7 million the previous year, as comparable sales decreased by 4%. To counter the decline in visitors, the company implemented a £1 entry fee for non-residents in 2024, which was later increased to £2 in March of the following year.
Approximately four million individuals visit Brighton Pier annually. Anne Ackord, the CEO of The Brighton Pier Group, emphasized that Brighton Palace Pier is a profitable standalone entity with significant potential for further growth given its existing popularity. She described the sale as an opportunity for interested parties to contribute to the pier’s future and be part of its ongoing success story.
According to reports from the BBC, Ms. Ackord indicated that any potential buyer should be ready to take over operations by summer. While the exact selling price has not been disclosed, interested buyers are expected to have substantial financial resources. The pier features two arcades, 19 amusement rides, a restaurant, two bars, kiosks, event spaces, and a children’s play area, making it an attractive investment opportunity for both domestic and international buyers.
In response to subdued trading in 2025, Brighton Pier Group announced in November its contemplation of selling the pier. Additionally, the company is seeking buyers for its Lightwater Valley theme park in North Yorkshire for £3 million. Ms. Ackord has cautioned against taking tourism for granted in Brighton, emphasizing the importance of collective action to secure a prosperous future for the city’s tourism industry.
She highlighted the challenging trading environment faced by Brighton Pier in recent years, with costs escalating by approximately 50%, leading to the implementation of the £2 entry fee.