Retreading old ground in this topic I know, but ultimately whatever they build will only be as successful as the number of people who get to hear about it.
Icon as a product could have pulled in more guests. It was not without marketability. However, in reality, outside of enthusiast circles I don’t know one person who was aware that it existed (I live in the West Midlands for reference, approximately 2:30 away). Even I saw zero promotion of the ride first hand until I was actually in Blackpool town driving down Yeadon Way! It’s an invisible attraction.
A good marketing budget, driven by the right team will find a way to bring in the punters. What they need to do, in my opinion, is reaffirm that even if you don’t wish to stay in Blackpool, Pleasure Beach has enough to keep you busy for the day and warrant a trip up there. Make Pleasure Beach the destination, not just Blackpool itself. Again, they opened Boulevard, but I don’t think anyone would know it! This needs to be the focus while they recoup the expenditure of Icon and save for the next big investment. New attraction campaigns are then the bait to keep the offering fresh and pull people back.