Mablethorpe amusements turn 100 despite storms, war and Covid

BBC News

14-06-2025

Amusement arcades are a staple of the great British seaside but their trade body warns they are under threat as never before. Family-run Jackson's of Mablethorpe tells of the decades of joy, trauma and struggle, as it celebrates 100 years of trading.
Jack, the Laughing Sailor, keeps watch from his antique cabinet in the corner; an ever-present reminder to the family to stay cheerful, even when life chucks you a storm."It was the first machine my family bought after losing the lot back in '53," says Gareth Cammack, 41, the current owner of Jackson's Amusements, which overlooks the seafront.He is referring to the great storm of January 1953, which brought devastation to the east coast of England and claimed more than 300 lives, including 43 in Lincolnshire.
"My dad, Peter Cammack, told me how, aged eight, he was wrapped up in a blanket by my grandad Bill Cammack, and then popped on top of a wardrobe," says Gareth. "The family lived on site and my dad remembered being petrified as the water kept on rising."Grandad went off to sweep water out of the arcade. He tried to salvage some of the machines. But it was too late. Everything was lost. The family had to rebuild the business." Bill Cammack was husband to Audrey, the daughter of Billy Jackson who founded the business in 1925.
But unlike the merry sailor, Gareth has endured sobering moments."I was only in my mid 20s when I lost both my parents within months of each other," says Gareth. "It was a very tough time."His mother, Valerie, died of cancer in 2009; his father Peter of a broken heart. "Due to my mum's cancer, and wanting to look after her, my dad took his eye off the business. Looking back, I really don't know how we carried on. But I was determined to keep the family business, the tradition, going."The business has survived a world war, the flood of 1953, numerous recessions and Covid. But I think the closest we came to closing was when we lost my mum and dad. I had to grow up fast."
Gareth says staying positive and hard graft has been the secret to the firm's longevity."We have a saying in our family that the men expire rather than retire."Gareth tells of the industry's glory days."Amusement arcades really took off after World War Two," says Gareth, showing me photographs of the various generations. "You had some coin operated machines from the late 1800s but the boom period was in those post war years."The industry has struggled in recent times."A lot has changed since founder Billy's day; the business needing to adapt or risk extinction. In 2013, the family bought the resort's land train. In 2021, they added the famous sand train - a favourite among holidaymakers since 1952 - and constructed a toy shop. A Minecraft gaming machine shows the family is up to speed with the latest trends.
These days, change machines accept cards."People carry less cash these days," says Gareth. "So we've needed to respond to that." In recent times, energy-guzzling businesses such as arcades have born the brunt of rising costs.John Bollom, president of The British Amusement Catering Trades Association, admits the sector is in trouble.He says: "Many of these businesses are passed down from generation to generation of the same family, and are corner-stones of their communities."And yet these historic attractions are under threat as never before - from higher energy costs, higher labour costs and chronic lack of investment in coastal resorts."But Gareth suggests reduced family budgets may just be helping businesses like his."A lot of people can't afford foreign holidays so they're holidaying at home, like they did as children," he says.
Back in the arcade, machines are buzzing, and I ask Gareth if the din ever bothers him."What noise?" he quips. "New starters tell me they go home and can still hear the alarms and music. But after a while you become accustomed to it."Gareth carries out all of the maintenance, further reducing his costs."When you've been doing it as long as I have, you get to know the ins and outs of them all," he says.Chris Dady, 74, from Coningsby, Lincolnshire, is playing on a penny pusher machine. Next to her are pots containing hundreds of tickets which will be exchanged for a prize. "You can have a good couple of hours of entertainment for a tenner," she says. "I usually get some sweets with the winnings and give them to children."Stefan Careless, 31, from Wolverhampton, is on holiday with his partner Lucy Giacomin, 32, and young daughter."I love these naff little prizes you get in these arcades," he says. "This is what the British seaside is all about."
Turning towards The Laughing Sailor, which has become the company's logo, Gareth says: "You've seen it all over the years, haven't you Jack?"Jack's suit was made by Gareth's mum. "It's a little reminder of mum," he says. "She had asked for Cliff Richard's Summer Holiday to be played at her funeral. In this job, you never get to have a summer break."Listen to highlights from Lincolnshire on BBC Sounds, watch the latest episode of Look North or tell us about a story you think we should be covering here.