Walk the Pier
The traditional financial model for a pier expected that customers would
pay an entrance fee. To go on the Palace Pier you first paid and then went
through a turn style. Nobles big innovation was to
make entrance to the
pier free of charge.The pier has proven very successful because it has
become a fair ground and slot-machine land over the sea. So gaming machines,
video and computer games, together with fish and chip restaurant and bars
ready to hand, and a variety of stalls that fit the market mix: all this
is what keeps the pier bubbling, plus the opportunity to freely walk the
1600 or so feet of the pier and take in the sea air and sea views.
Nobles was also lucky in its timing. It took over the pier at a time when a new local council leadership set about with determination to revive Brighton's failing economy, part of which included the revitalisation of the neglected seafront.
If you come to Brighton, you must walk the pier. You must have a look at Brighton's seafront from the far end of the pier. You get a different perspective. I was once at a meeting in Brighton addressed by the Hungarian ambassador, who said that the pier was a big success with his family, especially his children. Coming from a landlocked country they found the pier endlessly fascinating.
But you don't have to be a Hungarian child to enjoy the fascination of the pier. Come and have a look yourself.
The
Noble Organisation has not had a very happy relationship with either conservationists
or the local council. Conservationists succeeded in having the pier listed
as a Grade II* listed building. This in theory places severe restrictions
on what sort of renovation work can be done. But Nobles seem to have just
carried on with their own game plan, while its critics have looked on ,
complaining but seemingly powerless to get any leverage over their activities.
Its critics tend to grudgingly admit that the pier is once again thriving,
but they also feel it has been 'dumbed down' as a cultural asset to the
people of Brighton. 