And whilst there are other family-run parks named Pleasure Beach in the UK, in Skegness and Great Yarmouth, Blackpool Pleasure Beach is the household name. Aviktas, the UK's first Gyro Swing, swings 40 passengers up to 138 feet (42m) high at Pleasure Beach Since the start of the season, a new attraction has been beckoning Blackpool visitors towards the Pleasure Beach. Introducing Aviktas Amanda Thompson, CEO of Pleasure Beach Resort “Pleasure Beach has always had a reputation for going big and pushing boundaries – Aviktas is no exception,” says the resort’s CEO, Amanda Thompson OBE. Balancing the Pleasure Beach offering “These shows form a huge part of the park's identity, so it’s only natural we execute them to the highest standards,” says the Pleasure Beach CEO. Alice Frozen in a Wonderland of Dreams is a matinee ice show at Pleasure Beach As Pleasure Beach Resort develops, it must play a balancing act between novelty and nostalgia.