Blackpool Pleasure Beach park opened its first wooden roller coaster which was known as "The Scenic Railway". It was during this time that the park began to trade under the name "Blackpool Pleasure Beach". In 1909, Bean expanded the Pleasure Beach business by purchasing a second amusement park up the coast in Morecambe under the name "West End Amusement Park", which would later become Frontierland, Morecambe. The success of the Morecambe park led to a third amusement park opening four years later in Southport under the name Pleasureland Southport. Meanwhile, the Pleasure Beach was developed with frequent large scale investments including "The Velvet
Pleasure Beach Bridge timbers creaking and shifting under the weight of passing cars. Prior to the bridge's construction, Pleasure Island was accessible only by ferry. In 1907, the Pleasure Beach Ferry Company was given the rights to build a movable toll bridge. A series of trestles were built across the tidal flats with a swing span across the dredged channel. The swing span was constructed in 1927, but in the Great Depression the Beach Ferry Company transferred control of the bridge to the city of Bridgeport. The tolls were removed and the bridge continued to be used after Pleasure Beach's closing in 1968,