Brighton’s historic Palace Pier is now on the market as the current owner aims to secure a buyer before summer. Knight Frank has been tasked by Brighton Pier Group to oversee the sale of the 127-year-old pier, which was acquired for £18 million in 2016.
The decision to sell the renowned 1,722-foot-long pier comes as Brighton Pier Group, known for operating various leisure sites and mini-golf venues, grapples with declining visitor numbers and increasing operational expenses.
Facing a decline in earnings to £300,000 in 2024 from £1.7 million the previous year, the company implemented a £1 entry fee for non-residents in 2024, later raised to £2 in March the following year, to counterbalance the decrease in visitor footfall.
Approximately four million individuals visit Brighton Pier annually. Anne Ackord, the CEO of The Brighton Pier Group, emphasized the profitability and potential of Brighton Palace Pier, inviting interested parties to contribute to its future success.
The BBC report quotes Ms. Ackord stating that potential buyers are expected to finalize the purchase by summer, with the sale price undisclosed but speculated to be in the “many millions” range. The pier boasts two arcades, 19 amusement rides, dining facilities, bars, kiosks, event spaces, and a children’s play area, attracting interest from both domestic and international investors.
In light of lackluster trading in 2025, Brighton Pier Group initiated the sale process, also considering the sale of Lightwater Valley theme park in North Yorkshire for £3 million. Ms. Ackord cautioned in March about the importance of tourism to Brighton’s economy, highlighting the challenges posed by escalating costs.
The £2 entry fee and rising operational expenses have presented significant challenges to Brighton Pier in recent years, underscoring the need for strategic actions to ensure its sustainability.
