In an effort to catch more tourists, The Beatles Story in Liverpool, England, has opened a second outlet just a stone’s throw from its existing site at the Albert Dock. Constructed at a cost £10.5 million ($17m/€12m), The Beatles Story Pier Head can be found inside the Mersey Ferries terminal building on the city’s renowned waterfront.
Anchoring the new extension is a custom-built 40-seat effects theatre by Simworx, showing the film Fab4D by Red Star Studio (pictured). Audiences are taken on a multi-sensory journey through the music of The Beatles in this custom-made production. Also featured inside the terminal building are a Beatles exhibition area and Fab4Store.
Now run by Mersey Ferries, the original Beatles Story at the Albert Dock was expanded last year with the addition of an interactive children’s Discovery Zone, new exhibition area and themed Starbucks outlet. Revenues are up by 60% as a result of the expansion.
A full feature on Fab4D will follow in the September issue of Park World.