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Free entry - bold strategy to boost Dreamland figures

First day of free entry for Dreamland attraction in Kent

Margate's Dreamland attraction is celebrating its first birthday with the launch of a bold new business strategy. The vintage amusement park is scrapping admission charges to boost visitor numbers. Instead, fun seekers will pay for individual rides. Managers hope the move will rescue the site from financial crisis. John Ryall reports.

The interviewee is Eddie Kemsley, Dreamland's Chief Executive.

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Day 1 of free entry at Margate's Dreamland attraction

Crowd gathers at gate for entry to Dreamland in Margate

Margate's Dreamland attraction has opens its gates for the first day of free-admission for visitors.

The vintage amusement park, which re-opened a year ago, hopes the move will rescue it from financial problems by boosting the site's disappointing visitor numbers.

Instead of paying an entry fee visitors will now pay for individual rides.

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Sir Ian openes the show in flamboyant style Credit: ITV

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Dreamland free to enter from this weekend

Dreamland will be free to enter from this weekend Credit: ITV

Dreamland in Margate will be free to enter from this coming weekend.

The Dreamland Trust is confident that the approach will make the park more accessible to the local community and to visitors.

We hope that a restructured or new operator will also embrace the concept of an amusement park of historic rides, which would create an attraction that is unique in the world, distinctively different to other seaside amusement parks and theme parks in the UK. The current line-up is a firm basis for taking this vision forward, and the Dreamland Trust has always been certain that such an approach, with the right selection of rides and attractions that cater for as wide an audience as possible, will be a viable operation. Nothing that we have seen in the past 12 months, since the park reopened, has changed that view.

– Dreamland Trust

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