Beside the seaside | Showtown, Blackpool

Blackpool, a town synonymous with seaside amusements and the bustling British popular entertainment scene, has opened the doors to its first-ever museum: Showtown.

With the promise of narrating the town’s rich association with fun and entertainment, this long-awaited venue exceeds expectations, inviting visitors into a world where history and fun dance hand-in-hand.

As Elizabeth Moss, the chief executive of Showtown, said in the press release: “The lights are on, the curtain is up and we can’t wait to welcome people to Showtown.”

The museum is a world of discovery, presenting a mix of original costumes, props and ephemera that tell the story of Blackpool and the performers who have trodden the boards across its many entertainment venues.

The museum’s innovative use of space and technology, which includes interactive displays, audiovisual narratives and immersive activities, encourages visitors not just to observe but to participate in Blackpool’s diverse history as one of the leading British seaside destinations.

Showtown’s design exemplifies inclusivity and accessibility, with facilities designed to accommodate visitors of all ages and abilities. Features include a lift, gender-neutral toilets as well as family cubicles that all help to ensure a welcoming environment for everyone.

This commitment to inclusivity is not just about physical amenities; it extends to the very essence of the museum’s narrative, which celebrates diversity and the rich tapestry of Blackpool’s entertainment history.

From the Romany Gypsy palmists (palm-reading fortune-tellers) and Basil Newby’s world-renowned drag cabaret Funny Girls to Winifred Atwell, the Trinidadian pianist who enjoyed great popularity in Blackpool during the 1950s, the diversity of stories is impressive and well considered.

On entering the main gallery spaces, a burst of vibrant energy and innovation welcomes visitors, a testament to the collaborative efforts between Blackpool Council, the Victoria and Albert Museum (which has loaned 27 objects to the museum), exhibition and interior designer Casson Mann and the myriad of local communities and artists who have poured their hearts into this project.

Focus: Exhibition design

Our design for Showtown was all about creating engagement for a wide audience. Showtown was never intended to be a traditional museum. We knew our design had to take all that is good about museums – quality, trust, original artefacts, excellent storytelling – but change it up to deliver for a non-traditional museum-visiting public and, importantly, to tell an entertaining story about entertainment.

A key audience is the seaside tourist. In 2021, Blackpool attracted an astounding 19 million visitors – despite Covid lockdowns and restrictions. We needed to make sure our museum would appeal to the people on their holidays, but also a local audience. Showtown tested ideas with local residents at concept and later design stages. This included all-day tasters, with activities such as line dancing to engage communities. We listened to their views and got them on board.

Casson Mann believes that good design depends on a strong, unifying concept. Blackpool absolutely has this and it is captured in the name Showtown.

The whole town is a show and we turned this concept into an experience that is all about giving visitors access backstage. Visitors should feel that they are peeping in and out, seeing what you don’t normally get to see; what it takes to put on a show, how the costumes are made, the skill that lies behind the magic. Giving visitors this privileged access is what actually brings the whole design together.

Kirsty Kelso is the director of content and communications at Casson Mann

The museum, through its six distinct galleries – Beside the Seaside, How’s Tricks?, It’s Showtime, Roll Up! Roll Up!, It’s Better with the Lights On and Everybody Dance Now – offers a multifaceted exploration into Blackpool’s entertainment legacy, from the seaside to the dance floor.

Animated characters such as Candy the Donkey and Floss the Seagull, alongside live performers, bring the displays to life, enhance the museum’s narrative and make history accessible and engaging for visitors of all ages.

Picture perfect

Beside the Seaside immerses visitors in the quintessential British seaside experience, featuring a life-sized donkey, photo booth and a panoramic screen.

In the interactive photo booth, visitors can take pictures which then appear on the panoramic beach-front scene projected on the screen, making you instantly appear as part of Blackpool’s history. While you wait for your face to appear, you can sit on benches designed to emulate giant sticks of Blackpool rock.

This gallery is not only a nod to Blackpool’s status as a beloved holiday destination but also a reflection on how the town’s leisure industry has evolved. The clever juxtaposition of an oil painting depicting Blackpool a century ago with modern interactive technologies invites contemplation of the past and present.

Additional interactive exhibits enrich the gallery’s narrative, inviting all visitors to engage with its stories. Yet, there are minor considerations that could be addressed further.

For example, the placement of exhibits primarily at children’s eye level may occasionally pose a slight challenge for adult visitors. However, this approach does underscore the museum’s family-friendly ethos.

The gallery titled How’s Tricks? pays homage to the magicians who have dazzled audiences throughout the ages, blending historical artefacts with personal stories and hands-on experiences.

Visitors can see comedian and magician Tommy Cooper’s original fez hat and the trick feather flowerpot he used in his magic act alongside original puppets of Sooty and his friends Sweep and Sue.

It’s Showtime delves into the lives and performances of entertainers who have left an indelible mark on Blackpool. Iconic costumes and props from performers such as comedy double-act Morecambe and Wise, drag artist Danny la Rue and singer Jane McDonald, alongside personal anecdotes and multimedia presentations, offer an exciting glimpse at the talent and creativity that goes into performances.

The circus themed Roll Up! Roll Up! celebrates another integral part of Blackpool’s entertainment history. This gallery features an array of memorabilia, costumes and props, inviting visitors to explore the artistry and excitement of the circus.

It’s Better with the Lights On focuses on Blackpool’s world-famous illuminations, which are switched on in autumn, covering the Christmas period until January.

Interactive elements allow visitors to design their own lighting schemes, providing insight into the creative process behind this tradition. An immersive room gives visitors the opportunity to “switch on” their own illuminations.

And finally, Everybody Dance Now captures the rhythm and passion of dance in Blackpool from ballroom to Northern soul. Through costumes, scoring paddles and interviews with television show Strictly Come Dancing’s costume designer Vicky Gill, this gallery celebrates the diversity and vitality of dance set against soundbites from ballroom legend Len Goodman.

Lights, camera, action

Showtown is more than a museum; it is a cultural hub that celebrates Blackpool’s legacy as a centre of entertainment and is a vibrant testament to its legacy and ongoing cultural renaissance.

By blending historical exhibits with interactive experiences, the venue offers a new model for museums – one that is immersive, inclusive and also deeply engaging.

However, while Showtown’s captivating storytelling and interactive exhibits are impressive, there could be more clarity in object labelling. Adding more specific labels would enrich visitors’ understanding of the displays, ensuring that everyone could fully appreciate the museum’s wealth of stories and assets.

Additionally, when I visited, there were minor issues such as occasional non-functional buttons or worn graphics on interactive displays. This was surprising in a newly opened museum. However, these are minor hiccups in what is an otherwise fantastic visitor experience.

As Showtown grows, it is hoped that its impact will extend beyond Blackpool, offering insights into how museums can engage with their communities and celebrate cultural heritage in dynamic and innovative ways.

Showtown stands as a testament to the power of entertainment to bring people together, highlighting Blackpool’s enduring influence on the British popular entertainment scene.

Scott Schiavone is the decorative art curator at the Harris Museum and Art Gallery, Preston