Blackpool’s hoteliers were given a triple boost after it was confirmed negotiations had begun to bring more musicals to the resort.
Blackpool Council’s cabinet member for tourism and culture, Coun Graham Cain, revealed discussions had begun with West End producers to bring family shows to the town for the next three years.
Speaking at the annual StayBlackpool Open Day, aimed at promoting the resort in 2014 with the support of hoteliers, Coun Cain said discussions had begun for shows to follow Mamma Mia! which begins a 12-week run in June.
Coun Cain said: “We are in discussions with West End producers where we are looking for shows up to 2015, 2016 and 2017. We want to bring quality family entertainment to the town.
“Many shows are looking on at how this summer goes with Mamma Mia! with interest. Can we host a 10, 12 week show and be successful?
“We want to increase the quality and increase the visitor experience so people come to the town and stay in our hotels.”
The conference at the Hilton Hotel in North Promenade featured speakers from the Pleasure Beach, VisitBlackpool, the Winter Gardens and the Illuminations, with more than 40 stands providing information about the hospitality industry.
Philip Welsh, of VisitBlackpool, said it was important the town turned round a “negative perception” to increase tourism numbers.
He added: “We want to drive footfall into Blackpool.
“We want people to come here and see the town for themselves. We already have the Gay Pride Festival, with an appearance by the Pet Shop Boys, Armed Forces Week, Blackpool Air Show and the fireworks displays to come.
“The Illuminations Switch-On, which has already generated the interest of 4,000 people who have put their names forward for free wristbands.”
Further plans to boost visitor numbers include a £1.5m investment in national
advertising from the Pleasure Beach, as well plans to provide a ‘top-up’ card for tramway services which hotel guests can use.
It is hoped other events, such as the Blackpool Dance Festival, concerts by Little Mix and Rod Stewart and the World Match Play Darts will all tempt tourists in the coming months.