Following a competitive bidding process Sheffield Council has appointed the EXTREME Destinations-led consortium to develop, launch and operate a 48-acre, $30.5million long-term sustainable EXTREME branded world class sports, leisure and accommodation solution at Parkwood.
EXTREME’s unique brand and destination experience will be developed on the old ski village site and surrounding area bringing hundreds of jobs to the city.
Incorporating a combination of action and adventure sports facilities, including the possibility of an indoor sky diving facility, live music, E-Gaming and virtual-reality hub as well as a restaurants, bars, social spaces, retail and themed accommodation.
EXTREME’s brand reach will be harnessed to broaden Sheffield’ appeal and drive visitor numbers via EXTREME’s Digital Media Network, its 128 global sports and lifestyle ambassadors such as mountain bike rider Nicholi Rogatkin, snowboarder Jamie Nicholls, skier Rowan Cheshire and its presence at more than 80 events annually. These create a monthly reach in excess of 100 million people globally.
The agreement between Sheffield City Council and EXTREME Destinations, incorporates a partnership with leading UK facilities operator Continuum Attractions, the UK-wide operations company. They will be instrumental in the consortium group, with input into the planning and then operating of the facilities developed under the globally renowned EXTREME brand.
Alistair Gosling, CEO of EXTREME said: “This is a fantastic and unique opportunity to deliver an EXTREME Destination right in the heart of Sheffield We will be tapping into the world-wide phenomena of creating action and adventure destinations, where all the excitement of sport and leisure facilities come together – sports activities, accommodation, eating, drinking, shopping – in a totally immersive experience.”
Councillor Mazher Iqbal, cabinet member for business and investment at Sheffield City Council, said: “Bringing this area back into use as part of a truly global package of sports facilities, accommodation and other leisure pursuits is a fantastic outcome for the team at Sheffield Council that has worked to secure a preferred developer with EXTREME’s experience in delivering leisure based schemed for many years.”
“Continuum is delighted to be partnering with EXTREME on this exciting new direction for the Continuum group,” said Juliana Delaney, CEO of Continuum.
EXTREME’s aim is to start work in order to open phase one in 2019 before concentrating on its plans to develop residential and leisure facilities on the site, subject to planning permission.
Notes to Editors
Laurie Harvey – Sheffield City Council – Laurie.Harvey@sheffield.gov.uk | +44 (0)11 4205 3546
Ryan Maxwell, EXTREME Marketing Director – Ryan@extremeinternational.com | +44 (0)20 7244 1000
Jenni Shepherd, Continuum Attractions Group PR Manager – email@example.com | +44 (0)19 0452 7721
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EXTREME Destinations are experts at creating sustainable sports, leisure and residential destinations. Recognised for our creative vision and entrepreneurial flair we design, develop, build and operate large scale sport and leisure projects with partners around the world.
Using sport and leisure to breathe life into under-utilized sites, EXTREME Destinations delivers valuable inward investment, job creation and facilities which all significantly enhance the community in which they are located. Focusing on complex mixed-use developments EXTREME are experts in public private partnerships and often introduces additional investors to projects we are involved in. Delivering feasibility studies, destination design, business plans, planning approvals, construction management, financial structuring and operational management of destinations EXTREME works to unlock the full potential of each site and maximise value for all stake holders.
EXTREME is a uniquely positioned global action and adventure lifestyle brand with a mission to inspire, entertain and connect through action sport, adventure and fun. Supporting 128 sponsored ambassadors and activating 80 events each year. Driven by a passion for sport and the surrounding lifestyle EXTREME not only showcase the best of what the EXTREME Brand has to offer through place making but also operates a digital marketing agency offering content production, influencer and event activation, offering content distribution, advertising, sponsorship and offers licensing opportunities across the consumer products and the experience sectors.
Since 1982 Continuum Attractions have developed over 100 world-class visitor attractions around the world, enabling culture and brands to become a popular form of family entertainment and now taking entertainment brands into the visitor attraction marketplace.