Merlin partners with accesso for BearTag at The Bear Grylls Adventure

Technology provider accesso has revealed details of the ticketing, queuing and guest experience suite of products it has installed for Merlin Entertainments at The Bear Grylls Adventure in Birmingham, England.

With the use of accesso Passport ticketing, a LoQueue system and The Experience Engine solution, guests of the indoor adventure centre can enjoy a seamless experience through every step of their journey – from ticketing to reservations, meal and gift shop purchases and more.

The attraction utilises Prism, accesso’s most technologically advanced wearable device, which Merlin has named the BearTag. Upon arrival and check-in at The Bear Grylls Adventure, each guest is given a BearTag loaded with their custom itinerary. The wristband then guides them through their chosen experiences with live messages and reservation notifications.

The technology also enables guests to make secure, cashless payments for meals and merchandise. They can also receive marketing offers in real-time and claim free photos from their visit. As a result, BearTag, adventurers can enjoy their time on-site to the fullest, hassle-free and worry-free.

“Merlin Entertainments has a long history of delivering new and innovative experiences for its guests,” says accesso CEO, Paul Noland. “We’re thrilled to expand this relationship by offering The Bear Grylls Adventure a holistic technological ecosystem that drives operator revenue while bringing the guest experience to a new level.”

Personalised experience

James Thomas is general manager at The Bear Grylls Adventure. He says, “The technology accesso provides is truly the future of our industry. Through this partnership, we’re providing our guests with personalised and unique access to their experiences. With just the swipe of a finger on the BearTag touch screen, our visitors have a world of adventure at their fingertips.”

Launched in September, The Bear Grylls Adventure is what Merlin hopes will become its next global attraction brand. Developed in partnership with adventurer and TV star Bear Grylls, it is home to some of “the world’s greatest challenges”.

Visitors can take on a range of experiences including climbing, diving, i-Fly indoor skydiving, high ropes, a zip line, survival maze, assault course, escape rooms and archery. In addition, food options include fruit snack bars and insect-topped pizzas.

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