‘Our true intent is all for your delight’ – those are the words written in humungous letters above the Butlin’s swimming pool. Accompanied by two giant diving figures, the words form part of the décor at the Bognor Regis site. As I queued for the water helter skelter (apparently the only one of its kind in the country – and possibly the world), there was nothing to do but take in the madness unfolding in front of me. This pool has everything a child could possibly dream of. There’s a set of rides made to look like sticks of rock, another set called the racers, a wave machine, fountains, pirate ship, rapids, a raft ride, daredevil tube, jacuzzis, and much more. As it’s Easter, and blowing a gale outside, the place is packed. There are hundreds of people to look at. My eye is drawn to the huge slogan emblazoned on the wall. It rings a bell, in some dark corner of my mind that this slogan is more than just something I’ve seen on an ad. I ask the lifeguard – he shrugs and says I’m the only person to have ever asked him that. He’s no idea where it’s from or what it means. He says he’s mainly annoyed as it depicts two diving people and the pool has a no dive policy. Fair enough, I can see how enforcing the rules would be tricky when people just have to say ‘but look up there.’ 

Anyway, after I’m dry and back in our room, kids so tired that they went straight to bed no fuss, a first in history, I google the slogan and find out it’s from A Midsummer Night’s Dream by Shakespeare (Act 5, Scene 1). My A-Level in English Literature from 2001 must have sunk in somehow. 

Legend has it, the quote was pinched by Billy Butlin himself after he saw it on the side of a musical organ in Skegness in 1947. Although the park was mainly built around the saying ‘A week’s holiday for a week’s pay’, and there have been numerous advertising slogans since, ‘our true intent’ stills pops up on the brand’s marketing materials now. It’s still so much part of the ethos of Butlin’s business that someone decided it to be written on the wall of the swimming pool, a centre piece, when it opened in 2019. Despite its Olde Worlde English, Billy Butlin deemed it appropriate enough in 1947 and it’s lived on throughout the decades. All three Butlin’s sites – Bognor, Skegness and Minehead – changed  hands last year. The Harris Family Trust, made up of the original founders of previous owners Bourne Leisure, bought the parks for £300m in September. From walking around the Butlin’s site in Bognor, it’s clear to see that some changes are afoot. There’s a building site in the centre, where the fairground and arcade once stood. Hoardings tell us that a new leisure complex is coming, an activity centre, which looks to be hi-tech, laser tag, escape rooms and the like. Excellent for typically British weather. 

There’s also work going on its big top. More hoardings tell us that Skyline Eats – a new food court – will be opening later in 2023. It will be adding Subway and a noodle place to its line up as well as upgrading its existing cafes and restaurants. 

There’s clearly money being spent here. 

As Butlin’s moves into its next chapter, it may no longer cost a week’s wages to come on holiday here, especially during the school holidays, but let’s see if it keeps its customers’ delight as it’s true intent as Billy Butlin himself envisioned.