As the 2025 season kicks off, one of the UK’s most iconic and nostalgic fairground rides is rolling out in style — quite literally! For the first time in its 76-year history, The Snails at Joyland in Great Yarmouth are sporting sponsorship, and we’re excited to announce our brand-new partnership with local business legends Stephenson Smart.

This new collaboration marks the start of a fresh chapter for our beloved snails and comes at the perfect time as Joyland welcomes families back for another season of fun.

A Local Partnership Rooted in History

Stephenson Smart, with offices in Gorleston and Acle, has been working with Joyland behind the scenes for over a decade as our trusted accountants and business advisors. Now, they’ve added ‘snail sponsor’ to their long-standing relationship with us — and we couldn’t be prouder!

What began as a light-hearted suggestion quickly became a brilliant idea. Today, you’ll spot Stephenson Smart’s logo proudly displayed on the back of each snail as it makes its way around the winding tracks of one of Norfolk’s most treasured rides.

Mikey Cole, Manager at Joyland, said:
“Stephenson Smart have been our accountants for more than 10 years and we have a brilliant relationship with them. It started out as a bit of a jokey idea that they should sponsor the snails, but then we quickly realised that it could be a great idea.”
“These rides are one-of-a-kind vintage rides. They take a lot of work, effort and money to maintain, so any income we can get is a huge bonus for us. If we can attract more sponsorship to help on our other rides so we can keep them going for future generations, then why not?”

Protecting a Piece of Joyland’s History

The Snails were designed and built by Mikey’s great-grandfather Horace Cole at the family’s engineering company, H. Cole and Co., right here in Great Yarmouth. The original track and first five snails were installed in 1948 and officially opened to the public in the summer of 1949.

Since then, generations of families have enjoyed this gentle but magical ride. For many locals and visitors, it’s a beloved tradition — one that’s been passed from parents to children, and now even grandchildren.

“It’s a very simple ride,” says Mikey, “all ages can enjoy it, and it doesn’t matter if you’re five, 55, or 85.”

The Snails are part of what makes Joyland so unique, alongside other classics like The Tubs, the world’s only operating Virginia Reel rollercoaster.

A Sponsor Who Rides Too

The support from Stephenson Smart comes from a place of genuine community spirit. The team — particularly those based at the East Coast office — have been long-time visitors to Joyland themselves.

Henry Pettitt, Partner at Stephenson Smart, shared:
“The Snails are an iconic ride and it’s a pleasure to be able to support them. It’s an important way for Joyland to raise some more revenue. As a local business, we have a responsibility to be part of the community and promote it however we can. It’s a privilege to be associated with something so celebrated, especially given the importance of The Snails to Great Yarmouth and the history they bring.”
“My three daughters have been on The Snails many times and they love it — it’s something we’ll be coming back to again this year, as we have done every year.”

Looking Ahead

This sponsorship not only gives our snails a fresh look for 2025, but it also opens the door to even more exciting partnerships that could help preserve other rides in our park.

Already, other local businesses have approached us about future sponsorship opportunities — an amazing show of support that will help ensure Joyland’s vintage charm continues for years to come.

We can’t wait to welcome you and your family for another unforgettable season — and don’t forget to give the newly branded snails a wave as they go by!

📍 Stephenson Smart has seven offices across Norfolk and Cambridgeshire. They provide accountancy services ranging from business start-up support to tax advice, probate and estate planning, and help for owner-managed businesses.

📸 Photos by Keiron Tovell Photography
📢 Produced in collaboration with TMS Media