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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.
MORE NEWS
New attractions drive profits as Universal reports strong Q1
Continued impressive results from Universal's theme park division has fueled strong revenue's for Comcast's first quarter, with theme park revenues increasing by 14.5 per cent.
Three more theme parks for China as Six Flags enjoys record start to 2018
Off the back of a record financial start to the year, Six Flags has announced plans to develop three more theme parks in China as the operator continues to ride the international wave of momentum it has created.
Unesco mobilises academics to promote heritage protection in Africa
Unesco's World Heritage Centre will this week be hosting a heritage workshop as part of its mandate to promote culture and education in Africa.
Cream of tourism crop revealed with VisitEngland's latest Awards for Excellence
VisitEngland has named the best Britain's tourism industry has to offer, announcing the winners its annual Awards for Excellence.
+ More news   
LATEST JOBS
Guest Experience Manager
SnowDome
Salary: Circa £30,000
Job location: Tamworth, UK
Games & Wristbands Manager
West Midland Safari and Leisure Park
Salary: £22,000 - £25,000
Job location: Worcs, UK
Senior Bowling Technician
NAMCO UK Ltd
Salary: Competitive Salary & Benefits
Job location: Manchester, UK
Food and Beverage Manager
NAMCO UK Ltd
Salary: Circa £23,000
Job location: Manchester, UK
Performance Assistant Team Leader
Hamburg Dungeon
Salary: Competitive Salary & Benefits
Job location: Hamburg, Germany
Retail, Admissions & Membership Manager
The Wildfowl and Wetlands Trust
Salary: £33,065
Job location: London, UK
+ More jobs  
 


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
ATTRACTIONS MANAGEMENT NEWS
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