Mellors Group has announced its first new attraction at Skegness Pier after it completed its takeover earlier this year.
Ahead of the summer season, the Arnold-based firm is opening three new attractions at the iconic pier.
The group has now started building a luxury venue, Playa at the Pier, which is expected to be "the ultimate summer hot-spot for families".
The pop-up, rooftop style venue will be the first of its kind in Skegness, according to Mellors.
Playa will offer cocktails, live music, theatre, and amazing views over the water when it opens to guests.
The venue will also house stylish pool pods where visitors can enjoy a drink.
Paige Harris, Head of Marketing at Mellors Group said: “After such a difficult year for the travel and tourism industry, we’re really excited to announce that building has commenced on the new pop-up experience, Playa at the Pier.
“This new family experience is the perfect place for parents to relax and unwind by the pool whilst the kids play in the many entertainment areas.
“There’s so much coming to the Pier in 2021 and we’re thrilled to welcome back families, old and new to Skegness Pier for the ultimate British staycation.”
Mellors Group, who also operate popular Ingoldmells theme park Fantasy Island, announced the purchase of the pier on February 10.
Playa at the Pier is one of three attractions, with more information about the other two being revealed soon, according to the company.
Reflecting on the purchase of the pier, James Mellors Snr, managing director of the Mellors Group said: “I’ve known the pier in Skegness all my life and have long harboured an ambition to acquire the business should it ever come up for sale, so when Christie & Co were appointed, we were in touch straight away.
"Hopefully, we’ll be as responsible guardians as the Mitchell’s and Wilkinson’s have been during their near 45-year tenure and we have plans to invest in the property as indeed we typically do with any real estate we acquire."
