Pleasure Beach, Blackpool has been consistently profitable and these profits have been re-invested in new rides and the development and upgrading of the Park. In 1990 the exterior of the grounds were re-designed and a brand new Edwardian style cosmopolitan shopping complex created.

2004 saw the arrival of yet another brand new white knuckle ride the £2m Bling and a further £5 million investment in the park with re-theming and refurbishment.