Residents in Southend-on-Sea, Essex, can get rewarded for their winter exercise with a loyalty card scheme at the historic pier. The Southend-on-Sea City Council is running the programme to encourage people to visit the landmark during the colder months of 2026.
Visitors can pick up a physical loyalty card at the ticket office and collect one stamp every time they pay for a stroll. Once a walker has collected five stamps, their sixth visit to the 1.3-mile structure is free. This offer is managed by Southend Pier & Railway and is designed to help families and fitness fans stay active during the winter season.
The pier is currently open from Wednesday-Sunday between 10:15-17:00, with the last entry at 16:00. The pier is closed on Mondays and Tuesdays for maintenance and winter scheduling. According to Visit Southend, the loyalty cards are available exclusively at the main ticket office located at the shore end of the pier.
Council officials say the scheme is a way to thank local residents who support the landmark regardless of the weather. By bringing more people to the seafront in February, the council also hopes to provide more customers for nearby cafes and shops. The pier is often used by residents as a safe and flat place for outdoor exercise and to enjoy the sea air.
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