"Joy Wheel" White City Amusement Park

Joy Wheels were a popular, though short-lived, novelty ride in the early part of the twentieth century. A conical polished disc in the centre of the enclosure revolved with increasing velocity, gradually throwing all the riders off. The wheel was often surrounded by tiered bench-type seats, and needless to say, spectators usually exceeded riders. [Dingle’s Heritage Fairground Centre]

By early 1907 the Royal Botanical Society was in serious debt. Thus, the decision was made to lease the Botanical Gardens to The White City Limited, a company formed in February 1907 “for the purposes of establishing and carrying on a pleasure gardens of the highest class to be called the White City.” The Manchester architect Charles Henry Heathcote, was the chairman of the White City Company while the American-born John Calvin Brown, whom Heathcote had met in Chicago, was the managing director. The company granted John Calvert Brown the right to all future concessions in return for 15% of the gross takings in each year. One firm had arranged to erect a Scenic Railway similar to that at South Shore Blackpool at a cost of £15,000. Other such concessions included the “Joy Wheel,” designed for Harris the Sign King by Basil and Vivian Pendleton, and a 75-feet high Tower Swing.

Harris the Sign King Co Ltd of182a Shirland Road London W9 (Signs - Any Size, Any Sort, Anywhere) began to involve themselves with “Joy Wheel” fairground rides about 1910, submitting plans for such a ride at Luna Park to Southend Borough Council, although there is no evidence that this scheme was approved. Work on the Joy Wheel at White City commenced in May 1911.