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lewis97
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The Bear Grylls Adventure - Birmingham NEC

Sat Feb 18, 2017 3:36 pm

As you may have seen, Merlin have recently submitted a planning application to Solihull Metropolitan Borough Council for an activity centre type attraction to be located in The Pavilion which is a part of the Birmingham NEC. The planning documents state that it will include indoor skydiving and a high ropes course with zip lines, as well as a number of other indoor attractions.

The attraction is set to cost between £15 and £20 million, although there doesn't seem to be any time-frame given for its opening at this stage. The plans show off the fairly impressive exterior theming, which includes a large helicopter at its entrance, as well as giving an indication of the interior layout. The attraction will operate pre-booked slots with the main experience consisting of four 30-minute activities, with the option to then add-on additional activities afterwards.

Here's an article from the Birmingham Mail with a few further details.

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lewis97
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Re: The Bear Grylls Adventure - Birmingham NEC

Tue Oct 17, 2017 11:11 am

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At today's Trading & Strategy Update, Merlin have announced their new midway brand, The Bear Grylls Adventure:

Partnering with the world-famous survival expert, international TV host and bestselling author, ‘The Bear Grylls Adventure’ will be targeted at the adventure-based experiences market, with the first attraction to open in Birmingham, UK, in 2018.

Merlin have worldwide exclusivity to roll out the midway attraction concept, with the initial exclusivity period lasting until 2026, but will be extended by 10 years for every 4 attractions they open.

It was stated that the Birmigham attraction will not be included in the MAP, however there will be "some benefits" available.
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