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Work begins on Merlin's £20m Bear Grylls attraction
POSTED 13 Dec 2017 . BY Tom Anstey
Construction is underway for Birmingham’s Bear Grylls Adventure – with Merlin Entertainments already planning a global rollout after the UK launch.

Opening in 2018, the first Bear Grylls attraction will be based at the Birmingham National Exhibition Centre (NEC), targeting the adventure-based experiences market.

The attraction will be split up into five areas – Dive, Fly, Climb, High Ropes and Basecamp – with each offering a different set of activities.

For Dive, visitors will take on “the ultimate dive experience”. In Fly, trained experts will teach skydiving skills inside a giant wind tunnel.

Climb will allow users to choose and conquer a route inspired by famous terrains and the High Ropes section will see visitors zipline from a helicopter before taking on a high ropes course.

And Basecamp is made up of a selection of four mental, physical, group and individual challenges designed to help teach the core skills needed for survival and exploration.

McGoff Construction is leading building works on site, having worked with Merlin on a number of previous projects including the Castle Hotel at Legoland Windsor and the CBeebies Hotel at Alton Towers.

Covering 8,000sq m (86,000sq ft), the £20m (US$26.7m, €22.8m) attraction’s development is now underway, with work starting on ground clearance and the installation of external and dividing walls which will house the adventure activities.

Following the initial construction phase, the Merlin Magic Making team will work on theming for the attraction, creating an immersive wilderness experience.

“This attraction has been years in the planning with the team from Merlin and Bear himself,” said the attraction’s general manager, James Thomas.

“The team has worked very hard on the theming of the attraction and we will be taking delivery of a huge number of authentic artefacts of all shapes and sizes over the coming months – ranging from a Chinook helicopter to a light aircraft, army vehicles and Bear’s equipment from his own adventures.”

The new attraction is only the start for Merlin, with Nick Varney revealing in October plans to take the Grylls-branded attraction worldwide.

“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.

“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're focusing on.”
PROJECT PROFILE:

Bear Grylls Adventure
Construction is underway for Birmingham’s Bear Grylls Adventure – with Merlin Entertainments already planning a global rollout after the UK launch.


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NEWS
Work begins on Merlin's £20m Bear Grylls attraction
POSTED 13 Dec 2017 . BY Tom Anstey
Construction is underway for Birmingham’s Bear Grylls Adventure – with Merlin Entertainments already planning a global rollout after the UK launch.

Opening in 2018, the first Bear Grylls attraction will be based at the Birmingham National Exhibition Centre (NEC), targeting the adventure-based experiences market.

The attraction will be split up into five areas – Dive, Fly, Climb, High Ropes and Basecamp – with each offering a different set of activities.

For Dive, visitors will take on “the ultimate dive experience”. In Fly, trained experts will teach skydiving skills inside a giant wind tunnel.

Climb will allow users to choose and conquer a route inspired by famous terrains and the High Ropes section will see visitors zipline from a helicopter before taking on a high ropes course.

And Basecamp is made up of a selection of four mental, physical, group and individual challenges designed to help teach the core skills needed for survival and exploration.

McGoff Construction is leading building works on site, having worked with Merlin on a number of previous projects including the Castle Hotel at Legoland Windsor and the CBeebies Hotel at Alton Towers.

Covering 8,000sq m (86,000sq ft), the £20m (US$26.7m, €22.8m) attraction’s development is now underway, with work starting on ground clearance and the installation of external and dividing walls which will house the adventure activities.

Following the initial construction phase, the Merlin Magic Making team will work on theming for the attraction, creating an immersive wilderness experience.

“This attraction has been years in the planning with the team from Merlin and Bear himself,” said the attraction’s general manager, James Thomas.

“The team has worked very hard on the theming of the attraction and we will be taking delivery of a huge number of authentic artefacts of all shapes and sizes over the coming months – ranging from a Chinook helicopter to a light aircraft, army vehicles and Bear’s equipment from his own adventures.”

The new attraction is only the start for Merlin, with Nick Varney revealing in October plans to take the Grylls-branded attraction worldwide.

“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.

“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're focusing on.”
RELATED STORIES
Merlin planning global rollout for Bear Grylls attractions, says Varney


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.
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.
Merlin denies interest in SeaWorld acquisition


Merlin Entertainments has quashed rumours of a possible SeaWorld Entertainments takeover following reports suggesting the operator had made a bid.
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.
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Every dream is unique and should be brought to life without style limitations. [more...]
+ 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

Red Raion: Meet the Team - Introduction
Red Raion: Meet the Team - Introduction Find out more...
More videos:
Red Raion - VR/5D Films Showreel 2016 – Red Raion
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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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