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
Great Yarmouth Pleasure Beach but also the Carousel (1954), and the Snails & Fairytails (1966). These are complemented by thrill rides like Evolution and Sky Drop. In 2008 the Pleasure Beach became one of only a handful of parks in the UK to have a large ferris wheel, called The Yarmouth Wheel. This was a semi-permanent ride, first erected in April 2008 for that season and again in April 2009 for that season. Pleasure & Leisure Corporation PLC, trading as Pleasure & Leisure Property Corporation PLC were one of two applicants to reach the final stage in bidding for the large casino licence which