Home Greater Manchester Chill Factore rebrands as ‘Beyond’

Chill Factore rebrands as ‘Beyond’

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This Summer sees the launch of a bold new vision for one of Manchester’s most iconic leisure destinations. The place people know as Chill Factore is now BEYOND – an enhanced experience destination with more activities, food, retail and events than ever before.

While it’s business as usual for Chill Factore and other residents of the iconic Manchester building, the wider destination has undergone a naming, rebranding and repositioning process to reflect major new investment and renewed activity, the first step on a journey to becoming one of the UK’s top leisure destinations.

Perfectly situated within TraffordCity, opposite intu Trafford Centre, BEYOND joins iFly indoor sky diving, Oxygen Free Jumping and DW Sports – along with a whole host of new leisure and retail activities opening in 2019 – at the centre of a new active sports leisure quarter for Manchester.

Morwenna Angove, CEO of Chill Factore, comments: “As a major leisure destination in the North West we attract thousands of people from across the country wanting to get into snow sports, and have seen a record trading period over the winter months. New development will enable us to inspire an even broader audience to enjoy our real snow offering, including skiing and snowboarding lessons, lift passes and family snow fun.”

BEYOND, a £5 million+ development being delivered by Extreme Cool Ltd – a joint venture partnership between U+I plc and Pemberstone – will see the UK’s longest indoor real snow slope joined by a whole new retail, experiential and leisure mix, bringing in new activity, restaurants and businesses to compliment resident brands, amplifying a much-loved leisure destination into Manchester’s original home of adventure.

U+I are known for their detailed asset planning, and the idea for BEYOND is the result of two years’ extensive market research that informed an intensive planning phase. Philip Murphy, Asset Manager at U+I plc, commented: “Chill Factore is a already a renowned snow, extreme sports and active learning destination, home to established tenants such as Evans Cycles, Subvert Boardstore, Play Factore, Snow&Rock, Dare2b, Breezeboard Pro & Hoverboard Party, Fredericks Ice Cream, Costa and Wetherspoons – the site has a great reputation, one for us to build on, not overwrite.

“We’re working with existing tenants to maximise their potential, knowing they’ve made this place what it is today, as well as partnering with a number of exciting new brands to broaden BEYOND’s reach, providing consumers with more reasons to visit all year round.”

Over the coming year BEYOND will go from strength to strength, housing more experiences for everyone to enjoy – more events, more activities, more food and drink, and even more adventure.