NEWS
Bear Grylls plans to 'bring adventure to the millions' with new survival attraction
POSTED 13 Feb 2018 . BY Tom Anstey
Celebrity survivalist Bear Grylls has said that he wants visitors to “bring adventure to millions”, with the launch of his new adventure attraction in Birmingham, UK, later this year.

Targeting the adventure-based experiences market, the £20m (US$26.7m, €22.8m) Bear Grylls Adventure attraction being developed by Merlin Entertainments will be split up into five areas, with each offering a different set of activities based on Grylls’ high adrenaline experiences and past expeditions.

“I wanted to create a large scale attraction so you don’t have to travel the world to get a real taste of adventure,” said Grylls.

“We found during market research that 18 per cent of the British population rarely get to do anything outside of their comfort zone. With Bear Grylls Adventure, we’re here to help change that.”

In October last year, Merlin CEO Nick Varney revealed plans to further expand the adventure concept, taking the Bear Grylls brand overseas in a major attractions rollout, with likely destinations including the US and China. The Birmingham park will be the first to open.

Merlin holds an exclusive deal for a rollout of the attraction under the Bear Grylls name, with that agreement running until 2026. Similar to Merlin’s existing deal with Lego, that agreement could be extended as new Bear Grylls attractions open worldwide.

“The adventure park is all based on experiences that have shaped my life, pushed me to my limits and so often taken me far out of my comfort zone,” said Grylls.

“Those brave enough will have the chance to zip wire out of a chinook helicopter several floors up, then take on a Royal Marines-inspired high ropes course.

“This is all about developing that ‘never give up spirit’ - but to build courage, determination and resourcefulness, we have to experience challenges that stretch us. That’s what we do at Bear Grylls Adventure in spades.”
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2018

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
AM2
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Attractions Management - Bear Grylls plans to 'bring adventure to the millions' with new survival attraction ...
17 Feb 2018 Attractions Management: industry news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

13 Feb 2018

Bear Grylls plans to 'bring adventure to the millions' with new survival attraction
BY Tom Anstey

Bear Grylls Adventure comes first to Birmingham later this year

Bear Grylls Adventure comes first to Birmingham later this year
photo: Bear Grylls Adventure

Celebrity survivalist Bear Grylls has said that he wants visitors to “bring adventure to millions”, with the launch of his new adventure attraction in Birmingham, UK, later this year.

Targeting the adventure-based experiences market, the £20m (US$26.7m, €22.8m) Bear Grylls Adventure attraction being developed by Merlin Entertainments will be split up into five areas, with each offering a different set of activities based on Grylls’ high adrenaline experiences and past expeditions.

“I wanted to create a large scale attraction so you don’t have to travel the world to get a real taste of adventure,” said Grylls.

“We found during market research that 18 per cent of the British population rarely get to do anything outside of their comfort zone. With Bear Grylls Adventure, we’re here to help change that.”

In October last year, Merlin CEO Nick Varney revealed plans to further expand the adventure concept, taking the Bear Grylls brand overseas in a major attractions rollout, with likely destinations including the US and China. The Birmingham park will be the first to open.

Merlin holds an exclusive deal for a rollout of the attraction under the Bear Grylls name, with that agreement running until 2026. Similar to Merlin’s existing deal with Lego, that agreement could be extended as new Bear Grylls attractions open worldwide.

“The adventure park is all based on experiences that have shaped my life, pushed me to my limits and so often taken me far out of my comfort zone,” said Grylls.

“Those brave enough will have the chance to zip wire out of a chinook helicopter several floors up, then take on a Royal Marines-inspired high ropes course.

“This is all about developing that ‘never give up spirit’ - but to build courage, determination and resourcefulness, we have to experience challenges that stretch us. That’s what we do at Bear Grylls Adventure in spades.”



Connect with
Attractions Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Leisure Opportunities is doing an apprenticeship survey – take part!
Leisure Opportunities is doing an apprenticeship survey – take part!   15 Feb 2018

To coincide with National Apprenticeship Week in March, Leisure Opportunities is undertaking an employer survey on the industry’s needs and appetites .... more>>
Esme Ward becomes first female director of Manchester Museum
Esme Ward becomes first female director of Manchester Museum   16 Feb 2018

Manchester Museum has announced the appointment of a new director, marking the first woman to hold the position in the institution’s 125-year history. .... more>>
Government ruling allows expanded tourism funding for Florida attractions
Government ruling allows expanded tourism funding for Florida attractions   16 Feb 2018

Florida’s government has approved changes to its tourism laws, green-lighting changes to its bed tax rules to expand use of the fund for enhancing .... more>>
Paul Noland resigns after five years at helm of IAAPA
Paul Noland resigns after five years at helm of IAAPA   16 Feb 2018

Paul Noland, president and CEO of global attractions association IAAPA, is stepping down from the role – a position he has held since January 2013. .... more>>
Company profile


Vekoma Rides Manufacturing B.V.

Vekoma Rides has been in the amusement industry for many years. Vekoma Rides Manufacturing, Vekoma Rides Engineering and Vekoma Rides Parts & Services are all part of the Vekoma Rides Group.

View full profile>>

Catalogue gallery






in this issue

• Sport report omits Healthy Pupil cuts
• YourZone45 to ramp up expansion plans
• Robers plans boutique gym at Langley



Latest jobs




General Manager
Salary: Competitive
Location: York, UK
Company: Continuum Attractions
Activity Instructor
Salary: Competitive
Location: London, UK
Company: Girlguiding UK
Tour Operations Manager
Salary: Competitive Salary
Location: Wembley, UK
Company: The Football Association
Tour Operations Executive
Salary: Competitive Salary
Location: Wembley, UK
Company: The Football Association
Diary dates
Powered by leisurediary.com

25-26 Feb 2018

Professional Beauty London

ExCeL London, London, United Kingdom


25-26 Feb 2018

World Spa & Wellness Convention London

ExCeL London, London, United Kingdom



Attractions Management magazine 2017 issue 4
Attractions Management
2017 issue 4

View issue contents
View on turning pages
Download PDF
  Web gallery:
A source of attractions services More>>
  Editor’s letter: Science of attraction design
Liz Terry shares her thoughts  More>>


Attractions Management magazine 2017 issue 3

Attractions Management
2017 issue 3

View issue contents
View turning pages
Download PDF
  Attractions-kit.net: Product Innovation
Suppliers and designers tell the stories behind their latest product launches More>>
  Technology: Russian Evolution
Meet the tech startup bringing free-roam, multiplayer VR to Moscow’s millennials More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd