A consortium led by EXTREME and including Continuum Attractions has gained approval from Sheffield Council to develop a $30.5 million EXTREME branded world class sports, leisure and accommodation development.
A competitive bidding process was held to select a team to develop, launch and operate the 48-acre Parkwood site which was formerly a ski village.
“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,” said Councillor Mazher Iqbal, cabinet member for business and investment at Sheffield City Council.
EXTREME Destination Sheffield‘s attractions will be based around action and adventure sports, including indoor sky diving, live music, E-Gaming and virtual-reality hub as well as a restaurants, bars, social spaces, retail and themed accommodation.
EXTREME will harness its extensive social media reach, brand ambassadors and event presence – estimated to total in excess of 100 million people globally per month – to attract visitors to the Sheffield destination.
“This is a fantastic and unique opportunity to deliver an EXTREME Destination right in the heart of Sheffield,” said Alistair Gosling, CEO of EXTREME. “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.”
Continuum Attractions will bring their experience as a leading UK facilities operator to the development, in the planning and operating of the attraction under the EXTREME brand. The company recently announced a partnership with The VOID to bring the Star Wars themed, hyper-reality experience – Star Wars: Secrets of the Empire – to the UK.
“Continuum is delighted to be partnering with EXTREME on this exciting new direction for the Continuum group,” said Juliana Delaney, CEO of Continuum.
Current plans are to open phase one in 2019, before looking to add residential and leisure facilities at a later date, subject to the necessary planning permissions.
