Southend’s flagship attraction, Adventure Island, is backing Labour MP Alex Mayer’s campaign to reintroduce “Churchill Time” – a bold proposal to extend daylight hours and make better use of Britain’s sunshine, echoing the successful wartime policy that kept the nation’s spirits high and energy bills low.
In a recent article on Politics.co.uk, Ms Mayer urged the UK to “learn from wartime Brits” and re-adopt the double-summer-time system once championed by Winston Churchill.
Under the idea, clocks would move two hours ahead in summer and one hour ahead in winter – giving Britain lighter evenings, lower carbon emissions and a major boost to the leisure and tourism sectors.
Now, Adventure Island and its parent company, the Stockvale Group of Companies, have thrown their full support behind the proposal, arguing that “Churchill Time” could bring huge benefits to families, businesses and Britain’s coastal communities.
Southend, which enjoys significantly more sunshine hours than much of the UK, is already known for its vibrant seafront economy and year-round appeal.
Adventure Island believes that making better use of that natural light through Churchill Time would bring even greater benefits to visitors and local businesses alike.
Philip Miller MBE, Executive Chairman of the Stockvale Group, which runs Adventure Island, Sealife Adventure and a portfolio of restaurants, leisure and property businesses across Essex, said:
“This is exactly the kind of forward-thinking, common-sense idea Britain needs right now.
“Lighter evenings mean more time for families to enjoy the outdoors, safer roads, lower energy use and a huge boost for the visitor economy.
“At Adventure Island, we see first-hand how an extra hour of daylight transforms the seafront – more visitors, happier families and thriving local businesses.
“Southend enjoys more sunshine than most places in the country, and our seafront absolutely comes alive when the evenings stay light. With Churchill Time, families could enjoy that daylight for even longer – making the most of every bright evening by the sea.
“We’re proud to back Alex Mayer’s campaign and urge the Government to take it seriously. It’s time to turn the clock forward for good.”
Alex Mayer MP, Labour MP for Dunstable and Leighton Buzzard, who spearheaded the campaign, added:
“When Britain faced peril during World War II, Winston Churchill took a radical decision to change our clocks.
“Today we face different urgent challenges, but ones where the same prescription could really help. It’s time to stop wasting daylight.
“Churchill Time is good for the environment; cutting carbon and energy bills. We would have safer roads and boost the tourism and hospitality sector. And it’s free!
“Churchill Time is an idea whose time has come again. I’m really pleased to have Adventure Island and the Stockvale Group supporting this campaign.”
How “Churchill Time” would work
“Churchill Time” is based on the double-summer-time system first introduced during the Second World War.
In winter, the UK would remain on British Summer Time (GMT + 1) instead of turning clocks back to Greenwich Mean Time.
In summer, clocks would move one hour further forward (GMT + 2) — the same as much of continental Europe.
That means the country would always stay one hour ahead of current winter time, and two hours ahead during summer, making the best possible use of daylight.
Supporters say the change would reduce energy use, cut emissions, improve road safety and give families and businesses more usable daylight – especially in coastal destinations like Southend.
Re-adopting “Churchill Time” could:
· Boost tourism: Studies suggest extended daylight could add over £3.5 billion annually to the UK’s tourism sector.
· Save energy: Cutting electricity use could reduce household bills by around £400 a year and slash emissions by nearly half a million tonnes.
· Improve wellbeing and safety: Fewer road collisions and increased outdoor activity would enhance both public health and community life.
The Stockvale Group and Adventure Island, which welcome more than a million visitors each year to Southend’s iconic seafront, say later sunsets would encourage families to stay longer, enjoy more attractions and support nearby restaurants, shops and hotels -strengthening the local economy and creating more jobs.
“We’re all in favour of giving Britain more sunshine hours,” added Philip Miller. “It’s not just good for business – it’s good for people’s hearts, minds and wallets. ‘Churchill Time’ is about optimism, and that’s exactly what our country needs.”
