Amusement park Blackpool Pleasure Beach has rebranded to the name of Pleasure Beach Resort.
In social media updates made on Monday, the Lancashire attraction updated its logo to reflect the new name.
Online adverts had been running the Pleasure Beach Resort name for several weeks prior to today’s updates.
The rebrand comes after the Pleasure Beach’s holding company accounts showed the park’s hotels as one of the few profitable elements of the Thompson family business.
The name change is likely to be seen as a reinforcement of the destination model of operation, but it is not the first time a similar thing has been attempted.
In the mid 2000s, Blackpool Pleasure Beach rebranded to ‘Pleasure Beach Blackpool’, but this was reverted in the early-2010s after less than a decade of use.
Widely accepted as being founded in 1896 on the Blackpool sands, the term ‘Pleasure Beach’ first appeared in advertisements from around 1905.
Pleasure Beaches also operate on the east coast towns of Skegness and Great Yarmouth.