The Morecambe Baths and Winter Gardens Company was formed in 1876 by a consortium of businessmen from Bradford. They developed an unoccupied piece of land on the sea front for the site of the new swimming baths. The seawater baths were entered from Bath Street and were surrounded by the gardens that gave the Winter Gardens its name. The total cost of the baths was £12,000 and an advert in the Lancaster Guardian dated May 18, 1877, stated that the baths were ready for the public. The facilities included three plunge baths, 24 private, and two medicated baths. Seawater for the baths and aquarium was collected in four large tanks which were situated beneath the former wooden jetty situated approximately 50m from the promenade.
In 1877 a proposal was made for three restaurants to be erected next to the Baths: A first and second class restaurant, behind these, a third class restaurant for ‘excursionists’, who would, with a payment of 2d, be able to enter without being required to buy anything. The site adjacent to Craven Terrace, was purchased from the North-Western Railway Company and consisted of 5,025 square yards at a cost of £10,551.
During 1878, the Lancaster Gazette listed an advert regarding the Morecambe Baths, Winter Gardens and Aquarium ‘Opening days, June 10-13, with band contest and grand aquarium, 30ft long with salt and freshwater fish, ferneries, fountains, plants, fine arts gallery and pure filtered sea water, swimming and private baths.’ The advert also stated There was a ‘splendid restaurant with first, second and third excursionist departments and a selection and quadrille band will be in attendance.’