October 2025 marked an important moment for Pleasurewood Hills. The long established family theme park in Suffolk entered a new chapter with the announcement that Looping Group had sold the park to Premier Attractions. The company is operated by the Stokes family, who have a strong background in leisure, events and seasonal attractions across the United Kingdom and overseas. The sale was a strategic move for Looping Group and a major step forward for Premier Attractions. It created a sense of renewed energy and fresh ambition for the future of Pleasurewood Hills.
The announcement signalled a shift that brought excitement to staff, guests and local supporters. The Stokes family were pictured outside the park with their father and park General Manager Ricky Lark. The image captured the start of a new era built on collaboration and shared vision. It also highlighted the importance of leadership and continuity as the park prepared to move forward with new investment and a long term strategy.
Pleasurewood Hills has been an important part of the regional tourism sector since it opened in 1983. For more than four decades, it has welcomed families, thrill seekers and holiday makers from across Suffolk, Norfolk and beyond. Looping Group had owned the park since 2011 when it acquired seven attractions from Compagnie des Alpes. During this period, several improvements were made to rides, guest facilities and seasonal events. The decision to sell was part of Looping Group’s broader development plan as it focused on other markets across Europe. The sale allowed the company to strengthen its strategic priorities while ensuring that Pleasurewood Hills moved into the hands of an operator with deep experience in UK leisure.
Premier Attractions has grown steadily over many years. The Stokes family has operated a variety of amusement rides, mobile attractions and leisure projects across the UK, the Middle East and Asia. They have built a strong reputation for safe operations, consistent quality and creative ideas. Their work in live events and seasonal attractions has helped to shape their approach to guest experience. This background made them a natural fit for a permanent theme park with a long heritage like Pleasurewood Hills.
With the acquisition complete, Premier Attractions began outlining its commitment to the park. The family expressed a strong desire to build on what made the park special while introducing new features and improvements. Their approach balances respect for the park’s history with a desire to modernise and innovate. This combination creates the potential for long term growth and a more future focused identity. Pleasurewood Hills will remain a family oriented destination, but with new investment designed to meet modern expectations and attract new audiences. Freddy Stokes shared his thoughts on the acquisition. He said:
“Pleasurewood Hills has always been a special park with a unique charm. We are excited to invest in its future, build on its strengths, and introduce new experiences for guests while maintaining what makes it special.” His words captured the balance between ambition and responsibility. The park has a loyal following and a strong sense of identity. Any major change must treat that identity with care. The Stokes family have made it clear that they intend to do exactly that.
Staff at the park were reassured by the focus on continuity. Looping Group thanked General Manager Ricky Lark and the team for their commitment and professionalism during their tenure. The Stokes family share that appreciation. They made it clear that the staff play an essential role in delivering the experience that guests expect. Their local knowledge, operational understanding and passion for the park will remain a driving force behind its success. The new owners aim to work in partnership with the existing team rather than introducing rapid or disruptive changes.
Future plans include enhancing several core areas of the park. Investment will go into improving rides, updating infrastructure and making guest services more efficient. Upgrades to accessibility and ride technology are also part of the long term vision. These improvements will help modernise the park while keeping it enjoyable for a wide range of guests. Pleasurewood Hills has a strong mix of family rides, thrill rides and seasonal shows. Strengthening that mix will help the park compete with other UK attractions and appeal to new visitors.
Premier Attractions also values collaboration across the industry. The company has worked with many major operators and suppliers. These relationships can benefit the park through shared ideas, creative partnerships and access to proven systems. The sale also allows Pleasurewood Hills to connect more closely with other operators who focus on family leisure and theme park entertainment. The UK theme park industry is highly collaborative, and shared best practices can elevate the guest experience while maintaining safety and efficiency.
Community engagement will remain important. Pleasurewood Hills has been part of Suffolk life for decades. It contributes to local tourism, seasonal employment and family entertainment. Under the new ownership, community links are expected to strengthen. Local partnerships, school initiatives and regional events will continue to play a role in the park’s identity. Premier Attractions recognises that the park is valued not only for its rides but also for its role as a local landmark. Building on that goodwill creates a strong foundation for future growth.
Environmental awareness will also shape future plans. Modern visitor attractions are increasingly focused on sustainability. The new owners aim to make improvements in areas such as energy use, waste reduction and operational efficiency. These efforts align with guest expectations and support long term cost management. A sustainable approach ensures that the park can modernise responsibly while continuing to meet the needs of families and visitors. Freddy Stokes expressed further enthusiasm for the direction of the park. He said:
“Our goal is to ensure that Pleasurewood Hills is not only a fantastic day out for families but also a place that contributes positively to the community. We are committed to supporting local employment and building experiences that guests will remember for years to come.”
This statement reflects a commitment to creating value beyond the gate. The park plays a role in the wider area, and the new owners are aware of the importance of that responsibility.
A major focus for Premier Attractions is the modernisation of operations. The family recognises that guest expectations have evolved. Efficient ticketing, streamlined entry systems and digital engagement can improve the experience and reduce queues. Technology will help simplify processes behind the scenes and create a smoother flow for visitors throughout the day. Investment in training will ensure that staff remain confident and effective in new systems. This combination supports both the operational side and the guest facing side, leading to a more polished and enjoyable visit.
Looking ahead, the park will benefit from careful evaluation of new attraction ideas. Premier Attractions will take time to understand the needs of the audience and identify areas where new concepts can add value. This deliberate approach ensures that investments are made thoughtfully and that new additions complement the existing character of the park. Pleasurewood Hills already offers popular attractions, but the potential for new rides, events or themed areas is strong. Each addition will contribute to shaping the future identity of the park.
Leadership will be crucial during this transition. The presence of the Stokes family and the continued guidance of General Manager Ricky Lark help form a strong partnership. Ricky’s knowledge of the park and its operations will support the introduction of new ideas while ensuring that the guest experience remains consistent. Freddy Stokes shared his perspective on this collaboration. He said: “We are excited to work alongside Ricky and the existing team to take Pleasurewood Hills into a new era. It is about combining proven expertise with fresh ideas to create a park that continues to thrill and delight every visitor.” This highlights the shared respect between the owners and the team who run the park daily.
The sale of Pleasurewood Hills to Premier Attractions marks a turning point in its long history. It brings new energy, fresh investment and a renewed focus on the future. The combination of family leadership, a dedicated team and a strong operational background creates a platform for long term success. Visitors can look forward to new experiences and enhancements while continuing to enjoy the attractions they already love.
With thoughtful planning, community involvement and a clear vision, Pleasurewood Hills is set to grow as a leading family theme park in the United Kingdom. This new era represents not only a change in ownership but also an opportunity to protect the park’s heritage while building an exciting future for the next generation of visitors.
