The Wallasey Improvement Act of 1864 authorized the construction of an upgraded iron ferry pier designed by James Brunlees, featuring a floating landing stage.

Wallasey Corporation purchased the pier in 1928 and replaced all structures, including the pavilion, eventually reopening in 1930 and with further improvements in 1935.

Despite efforts by the 'Save New Brighton Pier' committee and local advocacy groups, permission was granted for demolition which was completed by July 1978.

Together with his son-in-law William Rowson, Atherton developed the area with villas and road networks to assist in transporting building materials.

[2] In October 1832, Atherton and Rowson invited investors to purchase £100 shares to finance construction of a hotel and establish a ferry link to Liverpool.

The vessel Sir John Moore ran an hourly service to Liverpool, taking around 25 minutes in good weather.

After James Atherton died in 1838, his sons continued to run the ferry service until 1845, when it was taken over by Messrs Lodge Pritchard & Company.

[3] The pier entrance featured a refreshment room, and additional improvements costing around £3,000 (equivalent to £407,700 in 2023) included the introduction of new steamboats, the Queen of Beauty and James Atherton.

[21] In spring 1935, a scheme to reconstruct the pier was proposed at a cost of £24,000 (equivalent to £1,807,200 in 2023), alongside repainting the structure from dark green to cream.

[17] Plans for a new concert pavilion in 1954 were withdrawn on financial grounds, after a report concluded that the estimated cost of £20,000 (equivalent to £633,900 in 2023) would be inadequate.

[25] In February 1965, reports indicated that the pier might be sold due to needed repairs, with a stipulation that a new buyer maintain it for at least ten years.

A survey revealed the pier was generally in reasonable condition but required urgent steel replacements and extensive painting.

[26] The pier was closed by the council later in 1965 due to decline which was partly attributed by the loss of the golden sands, caused by a polluted foreshore from Liverpool Docks' expansion.

[17] In December 1966, a town meeting to decide its future voted 168 to 87 to remove the pier, with the council claiming that could save £47,000 (equivalent to £963,000 in 2023).

[31] In October 1976, Wallasey MP Lynda Chalker invited residents to support saving the pier for £40,000 (equivalent to £304,500 in 2023) and initiated arrangements for a local inquiry.

[30] Wirral planning authority acknowledged that the pier was "a structure of architectural and historic interest", but did not believe that restoration investment was likely as there would be considerable expense and a need for a "substantial future annual maintenance" commitment.

[36] In November 1977, maritime approval for the pier's demolition had been received from the Mersey Docks and Harbour Company[37] and it was ultimately demolished starting in February 1978[38] and completed in July 1978.