Attractions industry news

13 Feb 2018

Bear Grylls plans to 'bring adventure to the millions' with new survival attraction

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.”

<< Back

News powered by attractionsmanagement.com

Go To Places CEO warns of 'uncertain future' for regional tourism funding

A tourism chief has warned of the uncertain future of local government funding for destination management organisations (DMOs) and the "inevitability" of further budget cuts. [more...]

Scottish tourism employing 'more people than ever before'

The number of people working within Scotland’s tourism sector has hit a record high 206,000 – five years since the introduction of the National Tourism Strategy. [more...]

Ant-Man leads the way as Disney unveils future Marvel additions for its parks

Disney has unveiled a new interactive attraction based on its Ant-Man IP, with a raft of other Marvel super-hero experiences lined up for the operator's parks worldwide in the coming years. [more...]

Catalyst has supported 4,100 organisations since 2012, says HLF

A new report published by Heritage Lottery Fund (HLF) has found that its Catalyst programme has led to UK heritage being more resilient and less reliant on public funding. [more...]

Arts sector internships identified as “problematic” in social mobility report

Increasing numbers of graduates are having to take on multiple unpaid internships as they strive to get their foot on the ladder in sectors such as the arts, according to a new report by social mobility foundation Sutton Trust. Indeed, as a sector the arts was described as “problematic” in the report. [more...]

Disney unveils Millennium Falcon ride as work on Galaxy's Edge continues

With Disney's Star Wars-themed lands close to opening at its Florida and California theme parks, the operator has shared a first close-up picture of its new Millennium Falcon ride, which will be a major part of the new worlds. [more...]

In brief:

Historic visitor attraction planned for Belfast City Cemetery @belfastcc [more...]
British Museum to hold largest manga exhibition ever outside Japan @britishmuseum [more...]
UK government to appoint heritage disability champion @DWP [more...]
Multi-million-pound visitor centre opens doors at the home of Robin Hood @RSPBSherwood [more...]
Plans submitted to transform former Aberdeen artillery placement in into dolphin watch site @greyhopebay @RSPBScotland @RobertGordonUni @Dynamixmodular [more...]
Jeremy Wright calls on tourism industry to show 'renewed commitment' in order to secure sector deal @tourismsvoice @visitbritain @VisitEngland @dcms_secofstate [more...]
Google collaborates with Netherlands’ Mauritshuis to create virtual museum dedicated to artist Johannes Vermeer @mauritshuis @googlearts [more...]
Lower entrance fees at UK galleries and museums for younger visitors, urges Sir Roy Strong @V_and_A @NPGLondon @Ecclesiastical [more...]
War of the Worlds to be reimagined as high-tech immersive experience for London @dotdotdot_UK [more...]
More news from attractionsmanagement.com>>
<< Back