Sheffield set to become World Class Extreme sports destination
29 November 2017
Sheffield ski village and the surrounding area is a step closer to making a ramped up return to the city as part of a world-class sports, leisure and entertainment development bringing hundreds of jobs to the city.
Sheffield Council has appointed the EXTREME Destinations-led consortium to deliver a 48-acre long-term sustainable EXTREME branded sports, leisure and entertainment solution at Parkwood, Sheffield’s country park in the city, following a competitive bidding process.
An initial 100 new full-time jobs are expected to result from the £22.5million development, which should see the re-instatement of Sheffield’s much-loved ski slopes and MTB tracks in phase one of the project.
The agreement between Sheffield City Council and EXTREME Destinations, in partnership with leading UK facilities operator Continuum Attractions, will see the development, provision and operation of a world-class sports and leisure ‘experience’ complex with exciting and modern facilities for residents, tourists and action sports enthusiasts alike in the heart of Sheffield city.
EXTREME’s unique brand and destination experience will incorporate 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.
Established in 1995, EXTREME is a global sports and lifestyle brand. From launching the ground breaking Extreme Sports TV channel in 68 countries to more recently, offering marketing services and branded global sports and leisure property development.
EXTREME’s brand reach will be harnessed to broaden Sheffield’ visitor base via Extremes Media Network, its 128 global sports and lifestyle ambassadors such as snowboarder Jamie Nicholls and skier Rowan Cheshire, and its presence at more than 80 events annually. These create a monthly reach in excess of 100 million people globally. All of which will continue to drive visitors and reinforce Sheffield’s reputation as The Outdoor City.
Continuum Attractions, the UK-wide operations company primarily positioned in the visitor experience industry, will be instrumental in the consortium group, with input into the planning and then operating the facilities developed under the globally renowned EXTREME brand.
Councillor Mazher Iqbal, cabinet member for business and investment at Sheffield City Council, said: “Bringing Sheffield ski village and the surrounding area back into use as part of a truly global package of sports facilities, hotels 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.
“There’s still plenty of work to do but by appointing our preferred developer we are one step closer to bringing the much loved ski village back into use.
“This news will come as an early Christmas present to the thousands of winter sports enthusiasts who trained on the slopes at the ski village, many of whom who are associated with EXTREME as ambassadors for its sporting ambitions.
“An initial study in 2015 showed us the great potential for this type of attraction at Parkwood Springs, and the hard work by the Friends of Parkwood Springs and the Friends of Wardsend Cemetery to make the wider area a place to be proud of, is beginning to pay off.”
Alistair Gosling, CEO of EXTREME said: “This is a fantastic and unique opportunity to deliver an EXTREME Destination right in the heart of Sheffield and bring the much-missed ski facility bang up to date. We will be tapping into the world-wide phenomena of creating total active leisure destinations, where all the excitement of sport and leisure facilities come together – sports activities, accommodation, eating, drinking, shopping – in a totally immersive destination.”
“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 on a new and improved ski village to open in 2019 before concentrating on its plans to develop residential and leisure facilities around and on the site, subject to planning permission.