On March 16 Billy and Elliot Ball took control of the pier having spent 14 months completing the deal along with their father, Billy Snr, and mother, Lynn. The two brothers, aged 28, and 25, who lived in Clacton, had been involved with amusement arcades and began in the area they knew best by bringing in new machines.
The next urgent job to tackle was the Cockney Pride, which had been closed for seven months. Work started the day the brothers took over and the pub reopened as the Boardwalk Bar and Grill four months later. In the same year the pair brought in the Helter Skelter along with the Wave Swinger Chairoplane.
Stella’s Revenge roller coaster, a nod to the pier’s history, opened in 2011 on the same footprint of the old Steel Stella, and the Lanes Bowling Centre opened that year in the area previously occupied by Oscars. The bowling centre was soon joined up with the amusement arcade.