For six decades the family-owned business has welcomed hundreds of thousands of guests to its holiday parks in Dorset.

And now, to mark its 60th anniversary, Waterside Holiday Group has undergone a complete rebrand.

The makeover includes introducing a new name for the business – Waterside – and its individual parks across Dorset and Cornwall.

The aim is to strengthen each park’s connection to the brand and its association with five-star quality standards.

The refreshed park names have been chosen to reflect each unique location.

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

Meanwhile its first park, pictured and known as Waterside Holiday Park & Spa will pay tribute to the area’s signature coastline with its new reference, Bowleaze Cove Holiday Park & Spa.

Dave Bennett, Waterside’s CEO, pictured left, 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.

They continue the legacy of their father and grandparents through the reinvigorated Waterside brand.

The company’s organisational structure and operations remain unchanged.

Osmington Mills Lodge Park.

Last year guest numbers exceeded 44,500 across all Waterside parks.

The business employed more than 400, including seasonal staff.

Dave 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.”

Chesil Beach Holiday Park.

As part of the makeover, Waterside has launched a refreshed website with a new look and feel as well as new logos, typography and images.

These include updated photography from across its Dorset and Cornwall sites.

Waterside is continuing to invest in guest experiences this year, including introducing Mini Land Rovers and Segways to Bowleaze Cove Holiday Park & Spa.

• watersideholidaygroup.co.uk