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Merlin planning global rollout for Bear Grylls attractions, says Varney
POSTED 18 Oct 2017 . BY Tom Anstey
After announcing its intention to develop a Bear Grylls attraction in the UK, Merlin CEO Nick Varney has revealed further plans for the adventure survivalist, with plans to take the concept overseas in a major attraction rollout.

Opening in 2018, the first Bear Grylls attraction will be based at the Birmingham National Exhibition Centre (NEC) and will target the adventure-based experiences market with a high ropes course and a skydiving experience.

Earlier this year, Merlin lodged plans with Solihull Metropolitan Borough Council for the secret £20m (US$26.4m, €22.3m) scheme, then dubbed “Project Thor”, with the 145,000sq ft (13,500sq m) park having capacity for up to 2,000 visitors a day.

“As we started talking to Bear Grylls, it turned out that he and his team had already begun thinking about a similar product themselves, so in a way, this was a marriage which happened because we met in the middle to develop this brand concept,” said Varney speaking during an earnings call.

“Bear Grylls, is a truly international brand. As well as earning recognition in Europe, he is extremely big in the US and in China, which are the two big markets we are focusing on.”

The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, 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. Work has already started on the Birmingham attraction, with the operator also in negotiations for sites in China and the US.
The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, with that agreement running until 2026
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NEWS
Merlin planning global rollout for Bear Grylls attractions, says Varney
POSTED 18 Oct 2017 . BY Tom Anstey
After announcing its intention to develop a Bear Grylls attraction in the UK, Merlin CEO Nick Varney has revealed further plans for the adventure survivalist, with plans to take the concept overseas in a major attraction rollout.

Opening in 2018, the first Bear Grylls attraction will be based at the Birmingham National Exhibition Centre (NEC) and will target the adventure-based experiences market with a high ropes course and a skydiving experience.

Earlier this year, Merlin lodged plans with Solihull Metropolitan Borough Council for the secret £20m (US$26.4m, €22.3m) scheme, then dubbed “Project Thor”, with the 145,000sq ft (13,500sq m) park having capacity for up to 2,000 visitors a day.

“As we started talking to Bear Grylls, it turned out that he and his team had already begun thinking about a similar product themselves, so in a way, this was a marriage which happened because we met in the middle to develop this brand concept,” said Varney speaking during an earnings call.

“Bear Grylls, is a truly international brand. As well as earning recognition in Europe, he is extremely big in the US and in China, which are the two big markets we are focusing on.”

The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, 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. Work has already started on the Birmingham attraction, with the operator also in negotiations for sites in China and the US.
The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, with that agreement running until 2026
RELATED STORIES
Bear Grylls adventure park for Birmingham and Peppa Pig goes global in Merlin plans


Merlin Entertainments has revealed plans for a Bear Grylls adventure park in Birmingham and a chain of attractions based on the Peppa Pig brand to launch worldwide.
Bear Grylls Survival Academy launches at ZSL Whipsnade Zoo


Adventure survivalist Bear Grylls and ZSL Whipsnade Zoo in Bedfordshire, UK, have teamed up to bring a brand new summer academy for kids to put their survival skills to the test.
Bear Grylls Fitness to launch in London


Explorer Bear Grylls will be launching his indoor fitness programme in London at trampoline park provider Oxygen Freejumping this Friday (7 April 2017).
Oxygen Freejumping launches Bear Grylls fitness programme


Trampoline chain Oxygen Freejumping and intrepid explorer Bear Grylls have teamed up to launch a “high intensity” indoor fitness programme.
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+ More profiles  
FEATURED SUPPLIER

How can travelling exhibitions adapt for the future?
Emily Cronin, partnerships manager at the Science Museum Group in the UK, shares insights into evolving business models for touring exhibitions in Spokes, Ecsite’s magazine. [more...]
VIDEO GALLERY

Simworx - The power to move you…
Simworx is acknowledged as one of the world’s leaders in the supply of 4D Effects Cinemas and Motion Simulation Attractions. Find out more...
More videos:
Red Raion: Meet the Team - Introduction – Red Raion
Red Raion - VR/5D Films Showreel 2016 – Red Raion
Introducing AnimaChat! – Animalive
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

25-27 Jun 2019

BALPPA Summer Conference 2019

The Balmer Lawn Hotel and Carey’s Manor Hotel, New Forest, United Kingdom
04 Jul 2019

National Hotel Marketing Conference

Hilton at St George's Park, Burton-on-Trent, United Kingdom
+ More diary  
 


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©Cybertrek 2019

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