Brighton Wheel Returns to Madeira Drive in 2027 After 10 Years Away
The Brighton Wheel at its original Madeira Drive location, with Brighton Palace Pier in the background. Photo: Adam Bronkhorst
Brighton's eastern seafront is about to get its most iconic landmark back. Brighton and Hove City Council confirmed on 22 September 2026 that it has granted a lease for the return of the Brighton Wheel to its original site on Madeira Drive, ten years after the 45-metre observation wheel closed for the last time in May 2016.
The operator taking on the project is the family behind two of the seafront's most established attractions: Brighton Zip and Daltons Venue. Jeffrey Sanders and his team have more than 15 years of experience running businesses on the Brighton seafront, making them the natural choice to bring the Wheel back to life.
The original Brighton Wheel opened on 24 October 2011 and quickly became one of the city's most photographed landmarks, offering panoramic views across the seafront, the South Downs, and out to sea. It ran for nearly five years before closing in May 2016, leaving a gap on the eastern seafront that locals have felt ever since.
The Brighton Wheel towering over Madeira Drive, with Brighton beach and the Palace Pier stretching out behind it
The Deal: What the Council Gets, and What the Operator Takes On
Under the terms of the lease, the operator takes on full financial responsibility for the Wheel. Staffing, maintenance, insurance and all running costs sit entirely with Jeffrey Sanders and his team, not with the council or the taxpayer. In return, the council receives a guaranteed commercial rent, giving it a steady income stream from one of the most visible spots on the eastern seafront.
Cllr David McGregor, Cabinet member for Economy, Culture, Heritage and Tourism, said:
"We are delighted to grant a lease, which will pave the way for the return of the Brighton Wheel and give residents and visitors another great reason to visit our eastern seafront. As our seafront regeneration continues, the Wheel will not only complement existing attractions but also provide much needed income for the council."
For the council it is a low-risk arrangement: no capital outlay, no operational burden, and a guaranteed return from a site that was previously generating nothing. For the operator it is a significant commitment, but one that comes with the Wheel's proven track record as one of the most recognisable structures on the south coast.
Jeffrey Sanders and Cllr David McGregor at The Zip Deck, Brighton seafront
We Called It
We were posting about the Wheel's potential return before the council made it official. The reaction from Brighton people when we hinted at it said everything about how much this landmark is missed. And now it is actually happening.
The Wheel is one of those things Brighton feels genuine affection for. It was on every postcard, every camera roll, every dusk shot from the streets behind Madeira Drive where the lit-up capsules framed perfectly between the Victorian terraces. That view is coming back.
One of Brighton's most iconic street views, the Brighton Wheel visible from the streets above Madeira Drive
What Happens Next
Granting the lease is the green light the operator needed to move forward. The next step is a planning application, which goes through the full council process before any construction can begin on Madeira Drive.
If approved on schedule, the Wheel could be operational by summer 2027, back on the seafront just in time for peak season and ten years after it last turned.
We will be covering every development as this moves forward. Follow @imjustbrighton on Instagram to stay across it.
Brighton Wheel photograph: Adam Bronkhorst
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