The former Pontins holiday park site in Ainsdale will undergo a ‘soft market testing exercise’ with the aim of transforming it into a ‘world class visitor destination’.
The nearby Toad Hall is now facing demolition after the completion of an Outline Business Case to knock it down and replace it with a temporary car park. The site will eventually become home to a new coastal visitor centre.
A new use for The Sands public house will soon be revealed with negotiations currently underway over Heads of Terms with a new operator.
The potential transformation of the Ainsdale Gateway site will be discussed at the meeting of Sefton Council’s Cabinet this Thursday (8th January 2026).
The Cabinet is due to appoint an appropriate agent to carry out soft market testing exercise in relation to the future redevelopment of the Ainsdale gateway including the former Pontins site to create a world class visitor destination as set out in the Ainsdale on Sea Eco-Vision.
A report before Cabinet says: “The Ainsdale on Sea Eco-Vision for nature led regeneration represents the culmination of work linked to a specific set of assets sat at this important Coastal Gateway and identifies a clear ambition and direction for the site.
“The Eco-Vision work seeks to progress a coordinated strategy to achieve a holistic vision addressing the risk and opportunity associated with this particular set of assets in a way which best meets the expectations of our communities locally and visitors to our coast more generally.
“Comprising a large part of the Ainsdale on Sea gateway site, the Pontins site closed to the public in January 2024 and since closing the Council has remained in contact with the existing long lease holders (Britannia).
“Through that dialogue the council has encouraged progress on securing the investment necessary in fundamentally addressing the issues which appear to have played a part in the site closing this relative to the poor condition of the property as a whole and as established through inspection by the Council in accordance with the provision of the current lease.
“In the absence of any evidence of the long-term lease holder making progress with the necessary investment in the Pontins site and recognising the importance of the site relative to realising the ambitions of the Eco-Vision and the coastal gateway, it is recommended that a soft market testing exercise is undertaken of the coastal gateway area as a whole.
“This will enable the Council to seek feedback on the opportunity of redeveloping the Pontins site as a world class visitor destination as envisaged by the Eco-Vision and to further explore how this site might together with the wider Eco Vision area achieve the objectives of the Coastal Gateway, bringing significant social, economic and environmental benefits to the area.
“The Ainsdale on Sea Eco-Vision and recommended approach is considered the most beneficial way to address the long-standing issue of problematic assets at what is a gateway to the Sefton Coast a key asset to the Borough and an important constituent part of the Visitor Economy. “Dealing with these assets in a coordinated manner is key to maximising the opportunity and limiting risk associated with the continued decline of these assets individually.”
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