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
Blackpool Pleasure Beach in 1935. Paige had designed numerous other rides at the Pleasure Beach, including the "Rollercoaster", another wooden coaster that was constructed on the site of The Velvet Coaster in 1933. The success of Paiges' wooden coasters resulted in a complete reprofiling of the Big Dipper in 1936, which was extended towards the south-westerly side of the park. During this time Thompson hired Joseph Emberton, an award-winning architect who was brought in to redesign the architectural style of the Pleasure Beach rides and buildings, working on The Casino Building, Noah's Ark and the "Ice Drome", a 2,000 seat ice rink. Emberton