PLEASURE BEACH

What PLEASURE BEACH does

Pleasure Beach Arena operates an ice rink and entertainment venue in Blackpool, United Kingdom, as a subsidiary of Blackpool Pleasure Beach Limited. The Arena is recognized by the Guinness Book of Records as the world's oldest purpose-built ice rink and is home to the Hot Ice show, a theatrical production that has run for over 100 years and currently features 30 Olympic and world champion skaters.

The Arena's core products span public skating sessions, a structured learn-to-skate pathway (Skate UK's 8-level curriculum and Skate Star's four discipline-specific Bronze–Platinum awards), private coaching and training ice, themed sessions (Parent & Toddler, Coffee Morning), birthday parties, and venue hire for events up to 2,200 attendees. A dedicated dance studio offering ballet instruction (SB Ballet Academy, Silver Swans) extends the venue beyond ice. The technology stack is a physical 455 sq m ice surface with state-of-the-art sound and lighting, paired with an online booking portal (bookings.pleasurebeacharena.co.uk) and a Klarna integration for Annual Pass instalment payments.

Revenue is generated from multiple streams: transaction-based public skating and show tickets, subscriptions (Weekly Pass at £45, Annual Pass at £999), professional services (private lessons from £10/15 minutes, training ice from £13/session, venue hire), and packaged events (birthday parties from £20.99/head). The customer base is broadly diversified across families, recreational and competitive skaters, the dance and performing arts community, and corporate/event hirers, with the Arena delivering British Ice Skating-approved programmes as a designated Centre of Excellence.

Name

PLEASURE BEACH

Legal name

Blackpool Pleasure Beach Limited

Website

https://pleasurebeacharena.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Pleasure Beach Arena operates the world's oldest purpose-built ice rink in Blackpool, UK, offering public skating, learn-to-skate programmes, coaching, the Hot Ice show, dance studio, and venue hire serving families, competitive skaters, and corporate event clients.

Ownership category

akta.pro rank

Product category

Ice Skating & Entertainment Venue

NAICS

Skiing Facilities (713920), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Ice Rinks & Winter Sports Facilities (MPAKAEAG)

akta.pro secondary industries

Outdoor Adventure & Action Sports Parks (Ski Resorts, Bike Parks, Skateparks) (MPAKAEAL), Winter Sports Schools & Activity Centers (Ski, Snowboard, Snowmobile) (THAAAKAI)

Keywords

• Ice skating rink
• Learn to skate
• Ice entertainment shows
• Event venue hire
• Dance studio

Headquarters

HQ city

Blackpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Public Ice Skating Sessions: Pay-per-visit skating sessions for the general public. Customers book individual sessions online or at box office.
2. Coaching and Lessons: Private ice skating lessons, group lessons, and training ice sessions delivered by BIS-qualified coaches. Various price points from £10 per 15-minute lesson to £13 per training session.
3. Learn-to-Skate Programmes: Structured skating courses including Skate UK (4-week courses at £60 or £17.50 per week) and Skate Star programmes.
4. Skating Passes: Weekly Pass at £45 and Annual Pass at £999 (with Klarna payment options). Unlimited access to public and training sessions.
5. Birthday Parties: Package parties starting from £20.99 per head including skate session, party food, and party bags. Additional coach services available.
6. Venue Hire: Rental of Arena and Dance Studio for corporate events, concerts, conferences, and private celebrations. Theatre seating for up to 2,200 guests.
7. Hot Ice Show Tickets: Revenue from world-famous Hot Ice show performances and season passes.
8. Dance Studio Classes: Ballet classes including SB Ballet Academy private lessons (£22 per lesson) and Silver Swans (£30 per month). Studio hire for rehearsals and workshops.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pleasure Beach Arena operates the world's oldest purpose-built ice rink, delivering public ice skating sessions, structured learn-to-skate programmes (Skate UK and Skate Star), private coaching, birthday party packages, venue hire for events, dance studio classes, and the world-famous Hot Ice show featuring Olympic and world champion skaters. The venue is integrated within the Blackpool Pleasure Beach resort and serves as a BIS Skate UK Centre of Excellence for progression from beginner to competitive skating.

Product overview

Pleasure Beach Arena operates as an ice rink and entertainment venue complex offering a unified portfolio of skating-related products and services. The core offerings include Public Skating sessions and the Hot Ice Show (the world's longest-running ice skating show), supported by structured learn-to-skate programmes (Skate UK with 8 levels, progressing to Skate Star with Bronze/Silver/Gold/Platinum awards across four disciplines). The Arena provides various skill-based sessions including Private Lessons, Training Ice, Parent & Toddler classes, and Coffee Morning sessions. Additional services include Venue Hire for events up to 2,200 guests, a Dance Studio with ballet instruction (SB Ballet Academy), Birthday Party packages, and Annual/Weekly Skating Passes. The venue also hosts high-profile events including Nickelodeon SLIMEFEST, ITV's The Real Full Monty On Ice, and Lancashire Tourism Awards.

Differentiator

Problem solved

Functional benefit

Brands

• Hot Ice: World-famous ice skating show featuring Olympic and world champion skaters
• Skate UK
• Skate Star

Products and services

• Public Skating Open ice-skating sessions available to the general public, with skates available for hire in sizes ranging from kids size 6 to adult size 13. Sessions can be booked online in advance for discounted pricing.
• Skate UK Programme BIS flagship learn-to-skate programme for beginners of all ages teaching fundamental movements and basic skills through 8 progressive levels (Fundamental Skills Grades 1-8) in a group lesson format. Serves as a feeder programme to advanced BIS programmes.
• Skate Star Programme Progression pathway after completing Skate UK Levels 1-8, offering four discipline paths (Figure Skating, Ice Dance, Pair Skating, Synchronized Skating) with Bronze, Silver, Gold, and Platinum awards. Completing to Platinum level allows entry into British Ice Skating National test and competition structure.
• Private Ice Skating Lessons One-to-one coaching sessions delivered by British Ice Skating qualified Arena coaches. Available for all ages and abilities, with lessons starting from £10.00 per 15-minute session.
• Parent & Toddler Sessions Ice skating class for children aged 2-5 accompanied by a parent, held every Wednesday 10:30-11:00 AM. Includes skate hire, qualified instructor, and access to public session afterwards. Priced at £13 for one adult and one child.
• Coffee Morning Weekly Wednesday morning session at 9:30 AM combining 1-hour ice skating with a 30-minute group lesson. Includes complimentary hot drink (coffee, tea, or hot chocolate) at Arena Foyer afterwards.
• Skating Gala Showcase Event showcasing local ice skaters with solo and group performances choreographed by Arena coaches. Held on specific dates, priced at £15 per admission.
• Birthday Parties Celebration packages starting from £20.99 per person, including 1-hour skate session with skate hire, party food menu, party bags, and optional BIS qualified coaches for entertainment.
• Annual Skating Pass Unlimited access pass to public and training ice sessions. Priced at £999 (excluding 16 June–10 July 2025), with optional Klarna payment in 3 monthly instalments. Requires Skate UK Level 5 proof for training sessions without a licensed coach.
• Weekly Skating Pass Short-term unlimited skating pass priced at £45 per week, providing access to public skating and training sessions.
• Venue Hire Event venue rental service for corporate conferences, product launches, concerts, sporting events, and theatrical performances. Theatre seating for up to 2,200 people, Ice Arena dimensions 21m x 14m x 11.6m. Includes state-of-the-art sound and lighting, three licensed bars, two cafés, and adjacent Dance Line studio.
• Dance Studio Professional dance studio facility (12.9m x 9.4m with 6.5m roof height) featuring mirrors, grey coda dance floor, ballet rails, and viewing gallery. Equipped with Bose Panaray sound system, LED disco lighting, and three rigging points for aerial apparatus. Available for hire by the hour or day.
• SB Ballet Academy Ballet instruction programme offering private lessons on Saturdays (£22 per lesson) and Silver Swans classes for older learners (£30 per month). Taught by instructors with experience ranging from Royal Ballet to television entertainment.
• Training Ice Practice sessions for experienced skaters requiring minimum Skate UK Level 5. Available for early morning (6:00-9:00 AM) and throughout the day. Ice costs from £13 per session.
• Hot Ice Show World-famous ice skating show featuring Olympic and world champion skaters, recognized as the longest running ice show. Hot Ice XC version features 30 Olympic and world champion skaters. Season passes available for the 2026 performance schedule.

Quantifiable outcome

• World's oldest purpose-built ice theatre (Guinness Book of Records)
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• British Ice Skating (BIS)coreTechnology or IntegrationBIS is the national governing body for ice skating in Great Britain. Pleasure Beach Arena is a BIS Skate UK Centre of Excellence, delivering official learn-to-skate programmes, national test structures, and competition pathways. The partnership provides official curriculum, coach certification standards, and connection to the broader British ice skating community.
• Skate UKcoreTechnology or IntegrationSkate UK is BIS's flagship learn-to-skate programme delivered exclusively at BIS-approved centres. The Arena serves as a Skate UK Centre of Excellence, implementing the 8-level fundamental skills curriculum with inclusive dispensation models developed with Activity Alliance insight.
• Stageworks Worldwide ProductionscoreStrategic or Co-development PartnerStageworks Worldwide Productions produces the Hot Ice show at Pleasure Beach Arena. This long-standing partnership has created one of the world's longest-running ice skating theatrical productions, featuring Olympic and world champion skaters.
• Blackpool Ice Drome Charities Association (BIDCA)minorStrategic or Co-development PartnerBIDCA is a charitable organization that produces annual Christmas ice shows at the Arena. The partnership supports local skating talent development and community performances including the Wizard of Oz production.
• Skate StarcoreTechnology or IntegrationSkate Star is the progression programme from Skate UK, offering advanced discipline paths in figure skating, ice dance, pair skating, and synchronized skating. Completing Skate Star awards to Platinum level enables entry into the BIS national test and competition structure.
• NickelodeonminorGTM or Marketing PartnerNickelodeon's SLIMEFEST family event has been held at the Arena in multiple years (2018, 2019, 2021), featuring live music performances and interactive activities. This partnership brings family audiences and media attention to the venue.
• ITVminorGTM or Marketing PartnerITV filmed The Real Full Monty On Ice celebrity special at the Arena, showcasing the venue to a national TV audience and supporting breast cancer awareness cause.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Holiday on Ice: World's longest-running touring ice show, featuring Olympic and world champion skaters. Comparable to the Hot Ice show in production style and cast calibre, though it operates as a touring show rather than a fixed venue.

Direct peers

• Lee Valley Ice Centre: London-based ice rink offering public skating, skating lessons, ice dance, and figure skating programmes. Closely matches the Arena's mix of learn-to-skate, training ice, and party/event programming for recreational and competitive segments.
• Murrayfield Ice Rink: Edinburgh-based ice rink offering public skating, lessons, figure skating, and ice hockey. Comparable to Pleasure Beach Arena in operating a permanent ice rink with multi-segment programming for recreational and competitive users.
• Planet Ice: Operates multiple UK ice rinks providing public skating, skating lessons, ice hockey, and figure skating. Comparable as a multi-venue ice rink operator with similar coaching and learn-to-skate offerings to Pleasure Beach Arena.
• National Ice Centre: Operates a public ice rink and training facility in Nottingham offering public skating, lessons, and competitive ice sports. Directly comparable to Pleasure Beach Arena in core offerings (public sessions, coaching, learn-to-skate) and target audience of families and competitive skaters.
• Chill Factore: Real-snow indoor ski and snow centre near Manchester offering lessons and snow sports experiences. Comparable as a UK winter sports / ice-adjacent family attraction focused on lessons and consumer recreation.
• Braehead Arena: Ice rink located within a major retail/leisure destination near Glasgow. Comparable to Pleasure Beach Arena in combining ice rink operations with adjacent leisure complex footfall and hosting events such as ice shows.
• Silver Blades Ice Rinks: UK ice rink operator with multiple sites offering public skating, lessons, and ice sports. Directly comparable to the Arena in public session programming, lesson pricing, and birthday party/event products.
• Sheffield Ice Sports: Ice rink in Sheffield offering public skating, lessons, and ice sports clubs. Comparable as a regional UK ice rink operator serving both recreational and competitive skating communities.

Regional players

• Somerset House Ice Rink: Seasonal outdoor ice rink in central London combining public skating with a brand-led visitor experience. Comparable as a tourist-driven ice rink product, though seasonal-only and not a permanent facility like Pleasure Beach Arena.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/BPBArena
• Facebookfacebook.com/BPBArena
• Instagraminstagram.com/bpbarena
• LinkedInlinkedin.com/company/pleasure-beach

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PLEASURE BEACH