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NEWS
Merlin planning global rollout for Bear Grylls attractions, says Varney
POSTED 18 Oct 2017 . BY Tom Anstey
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.

Opening in 2018, the first Bear Grylls attraction will be based at the Birmingham National Exhibition Centre (NEC) and will target the adventure-based experiences market with a high ropes course and a skydiving experience.

Earlier this year, Merlin lodged plans with Solihull Metropolitan Borough Council for the secret £20m (US$26.4m, €22.3m) scheme, then dubbed “Project Thor”, with the 145,000sq ft (13,500sq m) park having capacity for up to 2,000 visitors a day.

“As we started talking to Bear Grylls, it turned out that he and his team had already begun thinking about a similar product themselves, so in a way, this was a marriage which happened because we met in the middle to develop this brand concept,” said Varney speaking during an earnings call.

“Bear Grylls, is a truly international brand. As well as earning recognition in Europe, he is extremely big in the US and in China, which are the two big markets we are focusing on.”

The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, 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. Work has already started on the Birmingham attraction, with the operator also in negotiations for sites in China and the US.
RELATED STORIES
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.
Bear Grylls Survival Academy launches at ZSL Whipsnade Zoo


Adventure survivalist Bear Grylls and ZSL Whipsnade Zoo in Bedfordshire, UK, have teamed up to bring a brand new summer academy for kids to put their survival skills to the test.
Bear Grylls Fitness to launch in London


Explorer Bear Grylls will be launching his indoor fitness programme in London at trampoline park provider Oxygen Freejumping this Friday (7 April 2017).
Oxygen Freejumping launches Bear Grylls fitness programme


Trampoline chain Oxygen Freejumping and intrepid explorer Bear Grylls have teamed up to launch a “high intensity” indoor fitness programme.
MORE NEWS
Revealed: Opening date for Scotland's first design museum, created by Kengo Kuma
V&A Dundee, Scotland’s first design museum, will open to the public on Saturday 15 September 2018, it has been revealed.
Norwegian brewery partners with COBE to create Stavanger waterfront attraction
Danish architects COBE and Norwegian beer maker Lervig have unveiled plans for a major waterfront visitor centre and brewery in Stavanger, Norway.
Designs revealed for new aquatics centre on an artificial quay in Copenhagen’s harbour
Stunning designs have been revealed for Copenhagen's new Water Culture Centre, which will feature outdoor and indoor pools, waterfalls, harbour baths and sports facilities.
Bayeux Tapestry coming to Britain for first time in 950 years
The Bayeux Tapestry is set to be loaned to a British museum for the first time in nearly a millennium.
More news>
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Landers Recruitment
Salary: £30,000
Location: Manchester, United Kingdom
Director of Operations
WWT
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Head of Product Excellence
Legoland
Salary: Competitive
Location: Winter Haven, FL, United States
Customer Insights and Analytics Manager
Merlin Entertainments Group
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Location: New York, NY, United States
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Sea Life
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AM2.jobs - Attractions Jobs & News
Attractions Management Magazine


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NEWS
Merlin planning global rollout for Bear Grylls attractions, says Varney
POSTED 18 Oct 2017 . BY Tom Anstey
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.

Opening in 2018, the first Bear Grylls attraction will be based at the Birmingham National Exhibition Centre (NEC) and will target the adventure-based experiences market with a high ropes course and a skydiving experience.

Earlier this year, Merlin lodged plans with Solihull Metropolitan Borough Council for the secret £20m (US$26.4m, €22.3m) scheme, then dubbed “Project Thor”, with the 145,000sq ft (13,500sq m) park having capacity for up to 2,000 visitors a day.

“As we started talking to Bear Grylls, it turned out that he and his team had already begun thinking about a similar product themselves, so in a way, this was a marriage which happened because we met in the middle to develop this brand concept,” said Varney speaking during an earnings call.

“Bear Grylls, is a truly international brand. As well as earning recognition in Europe, he is extremely big in the US and in China, which are the two big markets we are focusing on.”

The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, 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. Work has already started on the Birmingham attraction, with the operator also in negotiations for sites in China and the US.
RELATED STORIES
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.
Bear Grylls Survival Academy launches at ZSL Whipsnade Zoo


Adventure survivalist Bear Grylls and ZSL Whipsnade Zoo in Bedfordshire, UK, have teamed up to bring a brand new summer academy for kids to put their survival skills to the test.
Bear Grylls Fitness to launch in London


Explorer Bear Grylls will be launching his indoor fitness programme in London at trampoline park provider Oxygen Freejumping this Friday (7 April 2017).
Oxygen Freejumping launches Bear Grylls fitness programme


Trampoline chain Oxygen Freejumping and intrepid explorer Bear Grylls have teamed up to launch a “high intensity” indoor fitness programme.
MORE NEWS
Revealed: Opening date for Scotland's first design museum, created by Kengo Kuma
V&A Dundee, Scotland’s first design museum, will open to the public on Saturday 15 September 2018, it has been revealed.
Norwegian brewery partners with COBE to create Stavanger waterfront attraction
Danish architects COBE and Norwegian beer maker Lervig have unveiled plans for a major waterfront visitor centre and brewery in Stavanger, Norway.
Designs revealed for new aquatics centre on an artificial quay in Copenhagen’s harbour
Stunning designs have been revealed for Copenhagen's new Water Culture Centre, which will feature outdoor and indoor pools, waterfalls, harbour baths and sports facilities.
Bayeux Tapestry coming to Britain for first time in 950 years
The Bayeux Tapestry is set to be loaned to a British museum for the first time in nearly a millennium.
More news>
LATEST JOBS
Casino Manager
Landers Recruitment
Salary: £30,000
Location: Manchester, United Kingdom
Director of Operations
WWT
Salary: £78,000 p.a.
Location: Slimbridge, Gloucestershire, United Kingdom
Head of Product Excellence
Legoland
Salary: Competitive
Location: Winter Haven, FL, United States
Customer Insights and Analytics Manager
Merlin Entertainments Group
Salary: Competitive
Location: New York, NY, United States
General Manager
Sea Life
Salary: Competitive
Location: Concord, NC, United States
Duty Manager
Madame Tussauds
Salary: Competitive
Location: Washington, DC, United States



 
 
ADVERTISE . CONTACT US

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

©Cybertrek 2018

ABOUT LEISURE MEDIA
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NEWS
Merlin planning global rollout for Bear Grylls attractions, says Varney
POSTED 18 Oct 2017 . BY Tom Anstey
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.

Opening in 2018, the first Bear Grylls attraction will be based at the Birmingham National Exhibition Centre (NEC) and will target the adventure-based experiences market with a high ropes course and a skydiving experience.

Earlier this year, Merlin lodged plans with Solihull Metropolitan Borough Council for the secret £20m (US$26.4m, €22.3m) scheme, then dubbed “Project Thor”, with the 145,000sq ft (13,500sq m) park having capacity for up to 2,000 visitors a day.

“As we started talking to Bear Grylls, it turned out that he and his team had already begun thinking about a similar product themselves, so in a way, this was a marriage which happened because we met in the middle to develop this brand concept,” said Varney speaking during an earnings call.

“Bear Grylls, is a truly international brand. As well as earning recognition in Europe, he is extremely big in the US and in China, which are the two big markets we are focusing on.”

The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, 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. Work has already started on the Birmingham attraction, with the operator also in negotiations for sites in China and the US.
RELATED STORIES
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.
Bear Grylls Survival Academy launches at ZSL Whipsnade Zoo


Adventure survivalist Bear Grylls and ZSL Whipsnade Zoo in Bedfordshire, UK, have teamed up to bring a brand new summer academy for kids to put their survival skills to the test.
Bear Grylls Fitness to launch in London


Explorer Bear Grylls will be launching his indoor fitness programme in London at trampoline park provider Oxygen Freejumping this Friday (7 April 2017).
Oxygen Freejumping launches Bear Grylls fitness programme


Trampoline chain Oxygen Freejumping and intrepid explorer Bear Grylls have teamed up to launch a “high intensity” indoor fitness programme.
 


ADVERTISE . CONTACT US

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

©Cybertrek 2018

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS