Merlin planning global rollout for Bear Grylls attractions, says Varney
by Tom Anstey | 18 Oct 2017
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.
Nick Varney theme park visitor attractions Bear Grylls Birmingham USA US China Merlin Entertainments
The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls' Adventure concept, with that agreement running until 2026
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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
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by Megan Whitby | 19 Jan 2024
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Janu, the new hotel brand from luxury operator Aman, is gearing up to launch its first location this March in Tokyo. The property will feature one of the city's largest gyms. Part of a 4,000sq m state-of-the-art wellness centre, the 340sq m gym will feature five group exercise studios for spinning, aerial yoga, golf simulation, functional training, Pilates and high-impact circuit training, as well as the first boxing ring in
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by Kath Hudson | 18 Dec 2023
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