Phantom Peak, a new immersive experience in London, is expanding to the US and targeting five new locations in the first phase.
Launched last year, Phantom Peak is described as part immersive theatre, part escape room, and part real-life TV series.
Phantom Peak is located in a 30,000-square-foot Wild West-themed town. Founded by industry veterans Glen Hughes and Nick Moran, it is billed as the world’s first fully immersive open-world adventure.
Phantom Peak’s US expansion
Visitors can spend up to four hours exploring the mysterious venue, taking part in nearly 100 games and challenges, and interacting with the residents. Highlights include a boat ride, and saloons and dining facilities.
Hughes said: “Being in the world’s most competitive market and with customers becoming savvier, operators need to create truly immersive experiences within a compelling storyline that bring customers back again and again.”
“Phantom Peak has three seasons per year. We change the aesthetics, advance the story, and introduce new challenges. What would take months to externally develop, build, ship, and install, we can do in weeks at a substantially reduced cost,” added Moran.
Potential US cities to offer a Phantom Peak experience include Chicago, Atlanta, Denver, Dallas and San Francisco.
Explore a mysterious Wild West-themed town
Hughes added: “Obviously the US is a large market and each city presents unique opportunities and drivers. We’re looking for a combination of demographics, appealing locations, and resources that will help us launch and sustain success for years to come.
“We’ve had great success in London and an impressive rate of return customers. The goal is to now create a universe of distinct towns which will rotate at the end of their two-year story arc, effectively creating 10 years of content per site.”
“People are social by nature and want to share experiences,” said Moran. “We’re thrilled to bring a broad cross-section of society together in the pursuit of fun and engagement.”
