The Brighton Wheel could return to Madeira Drive by summer 2027 after councillors backed a new 25-year lease for its former seafront site.
Brighton & Hove City Council’s cabinet approved the proposal on 17 September 2026, supporting plans from the family business behind Brighton Zip and Daltons Venue.
The wheel would stand at Dalton’s Bastion, just east of Brighton Palace Pier, more than a decade after the original attraction closed in May 2016. The existing zip wire would remain alongside it.
The cabinet decision is subject to planning permission, statutory consents and the lease conditions. Summer 2027 remains the operator’s target rather than a confirmed opening date.
Brighton Wheel plans at a glance
| Proposed location | Dalton’s Bastion, Madeira Drive, beside Brighton Zip |
|---|---|
| Cabinet decision | 25-year lease approved in principle on 17 September 2026, subject to conditions |
| Target opening | Summer 2027, dependent on the necessary approvals |
| Operator | A new company established by the existing site tenant |
| Brighton Zip | Would remain in operation alongside the wheel |
Who is behind the Brighton Wheel proposal?
The proposal comes from the family-run business operating Brighton Zip and Daltons Venue, which has traded on the seafront for more than 15 years.
The cabinet report puts its previous investment in Madeira Drive infrastructure and attractions at more than £1.33 million, including the zip wire and structural work supporting the original wheel.
The existing operator as Madeira Leisure Limited, owned by Jayne and Jeffrey Sanders.
The approved arrangement is for a new company established by the existing tenant to take the lease. Companies House records show that Bastion Entertainments Limited was incorporated on 27 August 2026, with Jayne and Jeffrey Sanders as directors. The public cabinet decision does not name the company receiving the lease.
Who would pay for the wheel?
The operator would meet the costs of running the attraction, including staffing and maintenance, and take responsibility for its commercial performance. The council would remain the landlord and receive rent.
Officers forecast a substantial increase in rental income without capital expenditure or operational risk for the council. The financial terms were contained in restricted cabinet papers, and the public report does not disclose the proposed rent.
In the council’s announcement following the decision, Councillor David McGregor, cabinet member for economy, culture, heritage and tourism, said: “As our seafront regeneration continues, the Wheel will not only complement existing attractions but also provide much needed income for the council.”
The announcement says the lease would provide a guaranteed commercial rent for its duration.
Why did the original Brighton Wheel close?
The original wheel operated from 2011 until May 2016. Its departure was linked to the council’s support for the launch of the i360, rather than the two attractions occupying the same site.
The council decided not to renew the wheel’s lease because it did not intend to allow the wheel and i360 to operate at the same time.
The council’s position has since changed. Its latest report argues that an observation wheel would offer a different experience and could complement the city’s existing attractions.
The i360 is now operated by Nightcap, rather than the original business behind its development.
Questions over the 25-year commitment
The proposal received support at cabinet, but the length of the lease prompted concerns about committing council-owned seafront land for a quarter of a century.
Kemptown councillor Theresa Mackey welcomed investment in the area but called the term “a very significant commitment of an important piece of council-owned seafront land”, according to Brighton and Hove News. She urged the cabinet to consider a shorter initial lease with an option to extend.
Her fellow Kemptown councillor, Gary Wilkinson, also submitted written questions about safeguards, including break clauses, rent reviews and what would happen if the attraction stopped operating.
Deputy council leader Jacob Taylor said the proposal had strong support from members of the Seafront Development Board.
Visitor numbers formed part of the case for the attraction’s return. Councillor McGregor told the meeting that Brighton and Hove received 12.2 million visitors in 2025, close to the 12.4 million recorded in 2019.
What happens next?
Planning permission is still required, alongside the other conditions attached to the cabinet decision.
There is also a consultation requirement because the site is public open space. The cabinet report says the proposed lease must be advertised in a local newspaper for two consecutive weeks, with objections considered before the final decision to complete the agreement.
That final lease decision is delegated to a council director, taking account of the consultation responses and the planning and legal requirements.
The report also envisages wheelchair-accessible boarding and an unobstructed pedestrian route in front of the attraction.
The operator’s aim is to have the wheel running by summer 2027. Whether that timetable can be met will depend on securing the remaining approvals and completing the installation.
