Plans for a world-class sports, leisure and entertainment development at a prominent site in Sheffield with the potential to bring hundreds of jobs to the city have moved closer after a global sports and lifestyle brand was unveiled as partner for the £22.5m scheme.
Sheffield Council has appointed the Extreme Destinations-led consortium for the redevelopment of Sheffield ski village to deliver a 48-acre long-term sustainable Extreme-branded sports, leisure and entertainment facility at Parkwood, Sheffield’s country park in the city, following a competitive bidding process.
An initial 100 full-time jobs are expected to result from the development, which should involve the re-instatement of Sheffield's ski slopes and MTB tracks in phase one of the project.
The agreement between Sheffield City Council and Extreme Destinations, in partnership with 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.
Extreme's 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.
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 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."
Alistair Gosling, chief executive of Extreme, added: "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, chief executiv e 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.