A DORSET holiday park business has renamed its sites and the company itself for its 60th anniversary.

Weymouth-based Waterside Holiday Group is to be known as Waterside and has changed the names of its four parks in Dorset and Cornwall.

Its first park, Waterside Holiday Park & Spa is renamed Bowleaze Cove Holiday Park & Spa.

The parks at Osmington Mills and Portland Road in Weymouth are now Osmington Mills Lodge Park and Chesil Beach Holiday Park.

Waterside says the name changes are aimed at strengthening each park’s connection to the brand and association with five-star quality standards.

Waterside chief executive Dave Bennett said: “The Jacobs family has taken the Waterside brand from strength to strength since Ralph and Esther Jacobs founded the business in Weymouth in 1963. Our Dorset parks have evolved over time through ongoing investment, allowing us to offer the very best of the county to our guests.

“Each park gives something unique to visitors, while all reflect Waterside’s strong values as a family-owned business. Our rebrand aims to reinforce the connection between our parks and the Waterside brand, providing a mark of assurance that Waterside’s values are captured across every location. What’s more, the rebrand will set us up for future growth as we entice new customers and strengthen existing customer perceptions with our refreshed image. Such growth will allow us to invest further in our parks, our teams, and our local communities in the future.”

Sisters Miranda, Olivia, and Claire Jacobs have been running the business alongside their mother, Judith, since 2015 and will carry on, with the company’s structure and operations also unchanged.

Mr Bennett said: “We recognise that many of our guests and members of the local community have built meaningful connections with our parks. We want to assure everyone that we have no intention of straying from the values Ralph and Esther Jacobs instilled in Waterside 60 years ago. These values are the foundation of our success, and our people have been instrumental in driving them forwards.

“Our rebrand marks an evolutionary phase for Waterside, and we are looking forward to the positive opportunities it will bring in the coming years.”

Waterside’s website has also been given a new look, with new logos, typography and pictures.