Hospitality & Tourism

Start of exciting new chapter says MD as Openwide International rebrands to Adventure Attractions

By Andrew Diprose [email protected]

Published: March 25, 2024 | Updated: 25th March 2024

The company operating Bournemouth Pier has a new brand identity.

Openwide International, which has a 25-year lease and partnership with BCP Council, is now Adventure Attractions with the tagline ‘Discover Adventure in every experience’.

The new branding represents the growth and diversification of Openwide over more than three decades.

It was formed in 1992 as a company of producers and imagineers, designing innovative attractions, shows and new and original themes for events, conferences, and trade launches.

Following numerous successes, the company diversified into a greater range of projects across the industry and developed its own multi award winning in-house brands and operations.

As well as Bournemouth Pier it has a long-term management contract with North Norfolk District Council to operate the Grade 2 listed Cromer Pier and its Pavilion Theatre.

In-house attractions developed include RockReef indoor adventure attraction and PierZip in Bournemouth and the Cromer Pier Variety Show.

Openwide also acts as operational design consultants for clients worldwide including Warner Bros and Virgin Holidays.

Sarah Hunter, Managing Director, said: “I believe our new brand identity of Adventure Attractions represents the growth of the company over the last 32 years, and it better reflects the services we offer and the direction that we want to take the company.

“Our tagline ‘Discover Adventure in every experience’ aligns with our vision of creating fun, memorable experiences for all.

“We believe adventure is about more than thrilling rides or sports attractions, it is about creating excitement and discovering something new, which to some people could be as simple as trying a new food or activity.

“This is the start of an exciting new chapter for the company as we actively look for new opportunities to grow and expand our portfolio of attractions.”

All new business moving forward will be developed using the Adventure Attractions brand.

Openwide International and Openwide Coastal are still trading companies and the re-brand to Adventure Attractions will not affect any current contracts or suppliers.


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