Belmont Park Rebrands: Celebrating 98th Birthday With New Look, Park Updates And More

Belmont Park is celebrating its 98th birthday this summer with its first park-wide rebrand. Gearing up for its 100th anniversary in 2025, Belmont Park rebrands and is excited to debut its new logo, signage, murals, website and merchandise starting this July.

Belmont Park rebrands

The historic landmark continues to make updates throughout the park to ensure it’s in the best condition come time to celebrate its centenary. In addition to the rebrand, Belmont Park has made updates throughout the park, including adding murals by local artists, improving ride experiences, adding new rides, opening a new escape room and expanding the arcade.

“As Belmont Park prepares for its 100th anniversary, it is important that we celebrate with a new look,” said Steve Thomas, General Manager at Belmont Park. “For 98 years Belmont Park has been a place travelers come to visit and locals come to gather. We want to continue to be that place for people and upgrading the park both in our online presence and in-person experience is vital.”

Belmont Park Rebrands

Belmont Park Rebrands with new signage

This is Belmont Park’s first-ever park-wide rebrand and to create a new look and feel for the timeless amusement park, they partnered with BLVR, a San Diego-based creative and brand consultancy and other talented partners. BLVR created the new logo and creative materials for Belmont Park which is meant to have an authentic and memorable feel to it – making it approachable and attractive to all types of visitors.

The new logo can be seen displayed throughout the park, most notably at the park’s main entrance near the Giant Dipper Roller Coaster. Belmont Park’s new merchandise line, which also features the updated logo and vibe, includes t-shirts, sweatshirts and hats for both adults and kids. The new merchandise can be purchased at the main ticket booth, also known as the museum.

New and Upgraded Rides

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Belmont Park will soon be opening a new ride called Shipwreck Cove. Shipwreck Cove offers thrill seekers beautiful views of the ocean and Mission Beach boardwalk. The tower features two seats per ‘car’ which are easily pulled up on a rope, ascending them up the tower. Once the rider lets go of the rope, they’ll drop! At the same time, the tower slowly rotates on its own axis, providing 360 degree views. Belmont Park also recently replaced its Control Freak ride with a new, but similar ride, called Flip Out.

New Games

For the second time since opening Escapology in 2016, Belmont Park released a new Escapology room, Scooby-Doo and the Spooky Castle Adventure. Opened in January 2023, the Scooby-Doo themed escape room takes place in the town of Crystal Cove which has been terrorized by monsters and ghosts. A local has gone missing and it’s the players’ job to solve the crime.

Belmont Park also expanded its Arcade by over 1,600 square-feet, adding 14 new games, and doubling the size of its Prize Shack for more opportunities to win epic prizes such as a PlayStation 5, Xbox Series X, Nintendo Switch OLED and much more.

amusement park in san diego


With a 7 acre footprint by the beach, Belmont Park has tons of room for murals and art installations throughout. In total, the park features 7 murals and counting, all done by local and regional artists. The park’s biggest mural, located next to the giant rock climbing wall, reads “Supplying Good Vibes Since 1925,” featuring bright colors and a nostalgic message to the park’s history. Other murals can be found around the park, including the iconic pink wall at Sweet Shoppe and a vibrant photo opportunity along the walls of the Lazerblast Arcade.

Gearing up for 2024

Belmont Park continues to be a must-visit destination for visitors to San Diego and locals who want to experience a first-class oceanfront amusement park. In 2024 Belmont Park has plans to turn the arcade into a ‘Barcade’ geared more towards adults where they can grab a drink and play games. In the next couple of years leading up to Belmont Park’s 100th anniversary, the park will undergo a complete transformation.

Open daily with hours varying weekly, Belmont Park is located at 3146 Mission Blvd, San Diego, CA 92109.

For more information, visit here.

See you there, San Diego!

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