Bear Grylls plans to 'bring adventure to the millions' with new survival attraction | attractionsmanagement.com news
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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.”
A new rendering of the attractions shows a Chinook helicopter zip wire experience
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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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.
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Jobs . News . Products . Magazine
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.”
A new rendering of the attractions shows a Chinook helicopter zip wire experience
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.


RELATED STORIES
Work begins on Merlin's £20m Bear Grylls attraction


Construction is underway for Birmingham’s Bear Grylls Adventure – with Merlin Entertainments already planning a global rollout after the UK launch.
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.
MORE NEWS
Poor ticket sales force closure of Portland Science Center
The city of Portland in Maine, US, has lost its science centre after just three years of operation, owing to poor ticket sales.
National Museums Liverpool names Laura Pye as its new director
Laura Pye has been named director of National Museums Liverpool (NML), with the current head of culture for Bristol City Council to take up her new position in August.
Museum Index: Louvre regains top spot as Paris recovers and London dips
France's museums have shown significant recovery following a tumultuous 2016, with the Louvre reclaiming top spot as the world's most visited museum in the latest TEA/AECOM Museum Index.
Theme Index: Success in Europe as waterpark attendance tops 30 million
Waterpark attendance has for the first time broken 30 million visitors among the world's top 20, with particularly strong performance in some of Europe's top waterparks, according to the TEA/AECOM Theme Index.
+ More news   
LATEST JOBS
Rheolwr Bwyd a Diod
Wales Millennium Centre
Salary: £40,000 - £45,000
Job location: Millennium Centre, Cardiff, Wales, UK
Head of Food and Beverage
Wales Millennium Centre
Salary: £40,000 - £45,000
Job location: Millennium Centre, Cardiff, Wales, UK
Visitor Experience Officer
National Trust
Salary: £19,349 pa
Job location: Greater Manchester, UK
Country Parks Visitor Services Manager
Eastleigh Borough Council
Salary: within the range £40,411 to £43,779 pa
Job location: Eastleigh District, UK
Visitor Experience Manager
Woburn Abbey
Salary: Competitive Salary & Benefits
Job location: Woburn Abbey, Milton Keynes, UK
Games
West Midland Safari and Leisure Park
Salary: £22,000 - £25,000
Job location: Worcs, UK
+ More jobs  
 


ADVERTISE . CONTACT US

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

©Cybertrek 2018

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