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Merlin plans 'Project Thor' adventure attraction in Birmingham
POSTED 06 Feb 2017 . BY Tom Anstey
Both an indoor and outdoor attraction, Project Thor will have a capacity for up to 2,000 visitors daily Credit: Solihull Metropolitan Borough Council
Merlin Entertainments has submitted plans for a brand new addition to its midway portfolio – a £20m (US$25m, €23.2m) adventure attraction dubbed “Project Thor”.

The 145,000sq ft (13,500sq m) plans include a skydiving experience and high ropes course, and were submitted to Solihull Metropolitan Borough Council. If approved, Merlin will transform Birmingham’s National Exhibition Centre’s (NEC) Pavilion building into the new attraction.

Both an indoor and outdoor attraction, Project Thor would have a capacity for up to 2,000 visitors daily, with activities taking place in four half-hour slots. In addition to activities, the attraction would also feature an on-site shop and café.

"Active and adventure experiences are becoming increasingly popular and it is predicted that this sub-sector will continue to grow,” said Nathaniel Lichfield & Partners, which submitted the proposal on behalf of Merlin.

“This imaginative development will set a new standard in terms of indoor themed attractions; it will be operational year round, supporting the role of the NEC overall as well as generating its own benefits for the local area.

“The application proposal supports the wider ‘Destination NEC’ strategy, of which ‘Phase Two’ comprises development of the estate’s leisure and entertainment facilities.

"It helps diversify the overall NEC operation which in turn assists this important business to compete in the international market."

If approved, the plans would create 25 full time positions, with a further 93 people brought in during the busier summer period. Plans for the Merlin attraction were first revealed in November, though at the time it was thought a Legoland Discovery Centre would be coming to the NEC. Project Thor is a brand new concept for Merlin, though what branding it will take is still to be revealed.
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The 145,000sq ft (13,500sq m) plans include a skydiving experience and high ropes course Credit: Solihull Metropolitan Borough Council
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Jobs   News   Products   Magazine
NEWS
Merlin plans 'Project Thor' adventure attraction in Birmingham
POSTED 06 Feb 2017 . BY Tom Anstey
Both an indoor and outdoor attraction, Project Thor will have a capacity for up to 2,000 visitors daily Credit: Solihull Metropolitan Borough Council
Merlin Entertainments has submitted plans for a brand new addition to its midway portfolio – a £20m (US$25m, €23.2m) adventure attraction dubbed “Project Thor”.

The 145,000sq ft (13,500sq m) plans include a skydiving experience and high ropes course, and were submitted to Solihull Metropolitan Borough Council. If approved, Merlin will transform Birmingham’s National Exhibition Centre’s (NEC) Pavilion building into the new attraction.

Both an indoor and outdoor attraction, Project Thor would have a capacity for up to 2,000 visitors daily, with activities taking place in four half-hour slots. In addition to activities, the attraction would also feature an on-site shop and café.

"Active and adventure experiences are becoming increasingly popular and it is predicted that this sub-sector will continue to grow,” said Nathaniel Lichfield & Partners, which submitted the proposal on behalf of Merlin.

“This imaginative development will set a new standard in terms of indoor themed attractions; it will be operational year round, supporting the role of the NEC overall as well as generating its own benefits for the local area.

“The application proposal supports the wider ‘Destination NEC’ strategy, of which ‘Phase Two’ comprises development of the estate’s leisure and entertainment facilities.

"It helps diversify the overall NEC operation which in turn assists this important business to compete in the international market."

If approved, the plans would create 25 full time positions, with a further 93 people brought in during the busier summer period. Plans for the Merlin attraction were first revealed in November, though at the time it was thought a Legoland Discovery Centre would be coming to the NEC. Project Thor is a brand new concept for Merlin, though what branding it will take is still to be revealed.
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
The 145,000sq ft (13,500sq m) plans include a skydiving experience and high ropes course Credit: Solihull Metropolitan Borough Council
RELATED STORIES
Merlin's Dominic Jones joins Thorpe Park as divisional director


Thorpe Park has named Dominic Jones as its new divisional director, with Merlin’s former head of Midway Attractions in Europe now responsible for continuing to develop and grow the popular UK theme park.
Forrec details 'best of' plan for Legoland New York


Merlin Entertainments has confirmed plans for a Legoland development in New York state, with its designer Forrec revealing to Attractions Management new details about the highly anticipated project.
Merlin revenue increases despite 'incredibly difficult' trading conditions


Merlin Entertainments enjoyed an 11 per cent revenue increase over the past year despite last year’s Smiler crash and the “incredibly difficult” trading conditions of its midway attractions following a string of terrorist attacks in Europe.
Merlin fined £5m for Alton Towers Smiler crash after 'catastrophic' safety failure


Merlin Entertainments has been fined £5m (US$6.5m, €5.7m) after last year’s horrific Smiler crash at Alton Towers, an accident which left five visitors with life-changing injuries including two leg amputations.
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Longwood Gardens, a botanical visitor attraction near Philadelphia, US, has revealed plans for an ambitious, US$250m redevelopment project.
Pandemic having 'massive impact' on US attractions – losses estimated at US$23bn
The pandemic cost the US visitor attractions an estimated US$23bn in economic losses during 2020, while the sector also suffered job losses five times larger than the average loss across all other US industries.
First look: Disney's new Spaceship Earth night-time experience at EPCOT
Disney has released concept designs for its plans to transform the Spaceship Earth attraction at EPCOT theme park at the Walt Disney World in Orlando, Florida, US.
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05-07 May 2021

TEA SATE Europe 2020

PortAventura World, Tarragona, Spain
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IAAPA Expo Asia 2021

The Venetian Macao, Macao, China
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ADVERTISE . CONTACT US

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

©Cybertrek 2021

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
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LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
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PRINT SUBSCRIPTIONS
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