Home Lifestyle News Bear Grylls today announces a £20m Merlin attraction

Bear Grylls today announces a £20m Merlin attraction

by LLB Reporter
6th Nov 17 11:08 am

Opening in autumn 2018

Merlin Entertainments today announced the next chapter in its growing portfolio of exciting attractions with the Bear Grylls Adventure.

The world first, action packed experience has been created in partnership with everyone’s favourite adventurer, Bear Grylls, at a total cost of £20 million.

To announce this innovative attraction, survival expert, international TV host and bestselling author, Bear Grylls heli-dropped into Cnicht in Snowdonia to direct explorers to his brand new, one of a kind experience.

The 8000 square metre attraction will open as a permanent feature at the NEC, Birmingham in 2018, and it’s the place budding thrill seekers can experience a whole world of adventure under one roof.

Visitors can choose their greatest challenges from incredible headline activities, which include – Dive, Climb, iFLY (indoor skydiving) and the highest free-roam high ropes in Europe. In addition guests will be given entry to Basecamp, where everyone can learn and practice the skills needed for any great adventure in a selection of four group and individual challenges.

Bear is one of the most recognised faces of survival and outdoor adventure, having learnt his skills in the SAS before his Emmy-nominated TV show Man vs Wild/ Born Survivor became one of the most watched programmes on the planet and Merlin Entertainments is a world leader in visitor attraction experiences – perfect partners to create this first of its kind large scale attraction.

In an ever growing digital world, research has shown a growing appetite for adventure. Bear has been central to each step of the attraction’s design and development – from the initial concept, right through to providing expertise and insight into the challenges. Bear has also donated a lot of his own kit to display on site to really make this his own!

Taking inspiration from the excitement of Bear’s real-life adventures across mountains, deserts and jungles around the world, the attraction will give guests the ultimate platform to test and push themselves on authentic recreations of Bear’s favourite challenges.

Bear Grylls said: “I have been so lucky to experience some of the toughest environments and challenges the world has to offer. When your greatest fears are laid bare, you have to keep your nerve and dig deep. That “never give up spirit” is what I hope to inspire in as many people as possible through this huge endeavour. The scale of challenges that can be found at Bear Grylls Adventure are truly mind blowing and it allows millions of others to find the courage and tenacity to conquer their own Everest.”

Nick Varney, CEO Merlin Entertainments, said: “The Bear Grylls Adventure is a one of a kind attraction – bringing together Bear, one of the most celebrated and recognised faces of survival and outdoor adventure, and Merlin’s expertise in creating fantastic, memorable experiences for guests and families across the world. In a project that has taken nearly two years in the creation, Bear has been involved in each step of the attraction’s development – from the initial concept, to providing expertise and insight into the challenges. The market for adventure-based activities has incredible potential. Our research shows that nine out of ten young adults* are actively seeking adventure and challenge experiences, and this trend is set to continue.”

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