A takeover has led to big changes at the resort
Blue skies over Brean beach(Image: Western Morning News)
Brean’s skyline may still be dominated by its long stretch of sandy beach and the familiar profile of family caravans, but behind the scenes of this Somerset resort, a quiet revolution is underway—led by a man with a clear mission and decades of industry wisdom backing him.
Andrew Sheerin, marketing director of Unity Beach, is helping steer one of the most ambitious holiday park transformations in the UK. Backed by a £15 million investment from Unity Holidays, the former Holiday Resort Unity is being reimagined for a new era—without losing sight of what made it beloved in the first place.
Unity Beach hosted its full reopening on May 24, unveiling a multi-million-pound investment designed for the whole family to enjoy. But the story of Unity Beach begins with heritage.
For years, the House family nurtured the park, turning it into a local favourite. Unity Holidays, a group fronted by industry veterans Mark Seaton and Dermot King, acquired the site with the goal of revitalising the great British seaside holiday.
“Mark’s dad was one of the original founders of Haven,” Andrew explains. “They wanted to create their own legacy—something that builds on the brilliance of parks like this, and takes them to their full potential.”
This wasn’t a hasty acquisition. Relationships between the Unity Holidays leadership and the House family go back more than half a decade. “It’s been years in the planning,” Andrew notes. “What we’re doing now is the result of careful thinking and a genuine respect for the history of this park.”
The decision to rename the site ‘Unity Beach’ reflects a sharpened identity. “It’s not about change for the sake of it,” Andrew says. “It’s about refining what was already strong and shaping it to meet the expectations of today’s families—while still delivering those unforgettable seaside memories.”
Unity Beach in Brean, Somerset
Unity Beach’s transformation centres around the guest experience—something Andrew calls the park’s “true currency.” Food, entertainment, and family-friendly environments are no longer add-ons; they’re core components of what Unity Beach now offers.
At the heart of the £15 million investment is a new entertainment complex built on the site of the Old Tavern. While the building’s footprint remains the same, everything inside has been torn down and rebuilt.
The space now houses four new venues, each purpose-built. At one end is the Pavilion Theatre, where guests enjoy cutting-edge performances powered by immersive digital backdrops. “This isn’t tired old cabaret,” Andrew states. “We’re bringing in state-of-the-art entertainment you’d expect on cruise ships or high-end resorts.”
Next door is The Wonky Donkey—a playful nod to seaside heritage, reimagined with fresh pizza ovens and family dining options. Then there’s a brand-new arcade fitted with the latest machines, and a modern sports bar serving up casual food alongside interactive pool tables, digital darts, and shuffleboard.
“What we’re doing is giving people choice,” Andrew explains. “You don’t have to sit down for a formal meal—you can eat, play, and relax at your own pace. It’s the kind of flexibility that families really value.”
Unity Beach in Brean, Somerset’Competitive prices’
Crucially, these upgrades haven’t come with a price hike. “We’ve made significant investments, but we haven’t passed that cost on to our customers. The price of a pint is still competitive, and that’s intentional. You can’t invest in quality and then price people out of the experience.”
While holidaymakers are a vital part of Unity Beach’s ecosystem, it’s the community of caravan owners who sit at the heart of the park’s strategy. Unity Holidays has taken a bold step in reshaping how ownership works—and it’s already winning over long-time residents.
One standout example is how Unity Beach rents out owners’ caravans first before its own. “No one else does that,” Andrew says. “Most parks use owners as back-up. We flipped that model on its head. When you look after the owners, they look after you.”
This isn’t just a logistical tweak—it’s a statement of values. Unity Beach has also opened an exclusive owner’s lounge with newspapers and free coffee, creating a relaxed space for owners to unwind.
The park has added 40 brand new caravans to its fleet, all of them modern and thoughtfully appointed. “People tell us they love that ‘new caravan smell,’” Andrew says. “It’s those little details that elevate the experience.”
There’s also a focus on affordability. “Post-Brexit, everything’s more expensive. We’re trying to ensure ownership remains accessible. It’s not about generating massive profits—it’s about helping families offset costs and enjoy their time here without financial stress.”
Unity Beach in Brean, Somerset
Entertainment is central to the park’s offering, and the approach is also people-first. Andrew shares one story in particular that stayed with him: a mother who wrote in to thank the entertainment team after her two shy children ended up performing on stage by the end of the night.
“That’s the goal,” he says. “To help kids come out of their shells, to make memories they’ll carry forever.”
The team has shifted away from formulaic shows and towards experiences that engage people with where they are. “We’ve moved into things like street theatre and pop-up performances. Entertainment comes to you now—it’s more spontaneous, more exciting.”
From immersive pantomimes with digital backdrops to casual musical moments scattered throughout the park, the emphasis is on energy and atmosphere, rather than rigid schedules.
Even the resort’s layout reflects this. Inspired by traditional seaside piers, Unity Beach is designed like a thoroughfare—lined with venues, games, and entertainment zones, all free from traffic. “It’s a safe, self-contained space where families can let their kids roam and discover,” Andrew explains. “It’s a modern version of that classic pier experience.”
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What makes Unity Beach different isn’t just what’s inside the gates. It’s how it connects with the broader Brean and Somerset community. Instead of operating in a silo, Unity Beach has embraced collaboration.
Andrew joined the ‘Brean Scene’ group of local park leaders soon after taking the reins. His goal is to foster a sense of shared success across the region. “Unity Beach pulls in more people than any other park here,” he says, “but that only works if the whole community thrives. We want to raise all the ships—not just our own.”
‘Making Brean a destination’
Local schools use the swimming pools. Guests from other holiday parks dine in Unity’s restaurants. There’s even a shared marketing effort between Unity Beach and neighbouring parks, creating a mutually supportive network.
“It’s not just about keeping people inside our park,” Andrew adds. “It’s about making Brean a destination. The more we do together, the stronger the local economy becomes.”
While the headlines focus on this year’s £15 million investment, the transformation of Unity Beach is far from over. The development roadmap stretches well into the future, though Andrew remains tight-lipped about the specifics.
“I can’t say too much yet,” he teases, “but expect more of the same. More improvements. More innovation. Always with the guest experience in mind.”
This long-term approach is grounded in a simple philosophy: don’t rely on gimmicks. Instead, build loyalty through consistency, quality, and trust.
“We’re not interested in flashy fixes,” Andrew says. “The best brands in the world succeed because they keep improving the small things. That’s what we’re doing—step by step, detail by detail.”
Unity Beach in Brean, Somerset
Perhaps the biggest challenge Unity Beach faces isn’t about bricks, mortar, or even technology. It’s perception.
“For some people, Unity still means what it did ten years ago,” Andrew admits. “And that’s fine—it takes time to change that image. But when people visit now, they see it. They feel the energy. They become our advocates.”
Word of mouth is already working in their favour. Social media, once a battleground of scepticism, is now full of positive stories from returning guests and loyal owners. “When your customers are doing the talking for you, that’s when you know it’s working.”
So, for those thinking about visiting Unity Beach for the first time—or returning after a long absence—Andrew has one message: “Take a look for yourself. Watch the videos, browse the site. Then come and experience it. We think you’ll want to come back.”