The new sign for Brighton Palace Pier is currently under construction, with a planning permission decision expected in May this year. So, what will draw the public to one of Britain’s most popular free venues.
The Brighton Pier Group has released the first images of the winning design of the new Brighton Palace Pier sign it hopes will adorn the popular attraction.
It will replace the current Brighton Pier sign that sits on top of its family entertainment centre, The Palace of Fun, facing the resort’s busy promenade.
Images of the new sign, including detailed sketches that show it will be illuminated with light bulbs in the same traditional style as the current one, have been uploaded to the planning application submitted to Brighton and Hove Council.
Anne Ackord, chief executive officer of The Brighton Pier Group, told Coinslot: “When we bought the pier we committed to returning the original ‘Palace’ back to the name, as there was considerable local feeling about this.
“The design was the result of a competition run by The Argus and a panel of judges chose the winner. We expect the planning decision before the end of May and the new sign is currently in production, so we hope there are no planning hurdles to cross.
“A lot of the rebranding has already been done in terms of other smaller signs but there will be an ongoing cost until everything is done.”
The return of the word ‘Palace’ to the pier’s name had been announced in 2016, following a long-running public campaign.
Previous owner The Noble Organisation had caused controversy in 2000, when it renamed the Palace Pier as Brighton Pier.
Because the current sign has become such a feature of advertising for the pier and the resort nationally and internationally, it was decided that an amalgamation of the two names was the best option to take.
Anthony Wills, spokesperson for the National Piers Society, commented: “We are delighted that the intensive campaign by local residents to have the Palace Pier’s original name reinstated has paid off.
“All credit to the new owners for listening to the views of Brighton public and instigating this, and also for the imaginative designs they have come up with.”
Looking ahead to the forthcoming summer season, Ackord said she was confident trade would continue to flourish: “We continue to see growth in family amusement pieces, especially in redemption, and we have recently remodelled our food and beverage offer on the pier with a complete transformation of the Palm Court restaurant and Horatio’s Bar, so we feel we are well placed to meet the opportunities that summer will bring.”