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

Windermere Jetty boating museum opens in the Lake District

A new museum dedicated to 200 years of boating history at the Lake District National Park and Unesco World Heritage Site in the north of England has opened in Windermere, Cumbria. [more...]

Hugh Broughton Architects revamp 'Sistine Chapel of the UK'

British design practice Hugh Broughton Architects have completed an £8.5m (US$11.2m, €10m) refurbishment of Painted Hall at the Old Royal Naval College in Greenwich. [more...]

V&A Museum of Childhood interiors to be designed by AOC

The V&A Museum of Childhood (MOC) in East London has chosen architecture firm AOC to design the new interiors for its £13.5m (US$17.8m, €15.7m) overhaul project. [more...]

Planning permission granted for vast £200m adventure resort in South Wales

Neath Port Talbot council has greenlit plans for the Afan Valley Adventure Resort – a highly anticipated leisure destination set to rise on a 325-acre former forestry plantation in South Wales. [more...]

The V&A effect: Dundee attractions enjoy a boost after new museum opens

Having Scotland’s first museum of design in their neighbourhood is helping a number of other Dundee attractions to boost their visitor numbers, according to new research. [more...]

VisitEngland's "microgap" campaign targets young Brits

VisitEngland is looking to provide domestic tourism a boost through a campaign inspiring young Brits to take short breaks at home in England. [more...]

In brief:

Science Museum Group Academy to support STEM learning outside the classroom @SM_Learn @sciencemuseum @sim_manchester [more...]
London Mayor launches drive to 'bring back domestic visitors' to capital @MayorofLondon [more...]
Fitness industry welcomes government commitment to Apprenticeship Levy @beerandpub @_ukactive [more...]
M&D Leisure fined over coaster derailment @H_S_E [more...]
£20m redevelopment of Hartlepool's waterfront underway @InvestHpool [more...]
Google launches huge online science and human discovery museum platform @googlearts [more...]
Neuron Pod science and learning centre opens in London @CentreoftheCell [more...]
Peppa Pig theme park potentially in the works as Varney discusses Merlin IP merits @MerlinEvents @peppapig [more...]
Work starts on Science Museum's new collection centre @sciencemuseum @kierconstruct [more...]
More news from attractionsmanagement.com>>
<< Back