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
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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
MORE NEWS
Video: Attractions Management News Flash 13 August 2018
The latest Attractions Management News Flash Video is now live!
Historic properties lead the way as visitors flock to English attractions
Historic properties and attractions across England experienced significant growth in visitor numbers in 2017.
Liseberg makes largest ever investment with launch of Valkyria
Valkyria – a steel dive coaster created by Bolliger & Mabillard – has opened to the public today (10 August) at the Liseberg amusement park in Gothenburg, Sweden.
Fox acquisition offers new horizons for Disney, as operator enjoys record quarter for its parks
Disney chief Bob Iger has said the company's acquisition of Fox will offer new compelling ways for it to bring its products to market, utilising newly-acquired intellectual property to create never-before seen products across its portfolio, including in its theme parks.
+ More news   
LATEST JOBS
Business Manager
National Heritage Centre
Salary: Up to £55,000 (depending on experience) + pension
Job location: Newmarket, UK
Front of House Manager
Parkwood Entertainment
Salary: £9.00 per hour
Job location: Longridge, Preston, UK
Visitor Attractions Group Manager
Monmouthshire County Council
Salary: £37,107 - £40,858
Job location: Monmouthshire, 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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