Bluewater, Kent, 27 June 2002 – Land Rover has announced the launch of its first Adventure Zone at Bluewater in Kent, Europe’s largest retail and leisure destination. The attraction, which is a unique and extreme off-road riding experience, opens to the public on 27 June, 2002.
The Adventure Zone offers a truly exhilarating attraction to Bluewater’s visitors and is based on Land Rover’s established Experience Centres, where guests can savour first-hand the capabilities of the world’s most famous 4x4 vehicles.
With a track covering seven acres of Kent cliff-side and boasting four different themed zones, the Adventure Zone is one of the best and most challenging off-road demonstration facilities in the world. Each themed zone places obstacles of varying severity in the vehicles’ path, including an abandoned miners’ shack, a jungle bridge, railway sleeper steps and a collapsing pier. The circuit also features a 42-degree downhill slope, the steepest on any of Land Rover’s courses.
Bluewater is already home to Land Rover Gear, where branded clothing, tailored off-roading adventure holidays and vehicle sales information are available. The outlet also sells Adventure Zone tickets, which cost £10 for about an hour’s trekking. The experience starts at Land Rover Gear in the mall, from where visitors are ferried to the cliff-top to an awaiting fleet of expedition-ready Discovery vehicles.
Land Rover UK managing director, Mike Wright, said: "The sales growth that Land Rover has enjoyed in recent years proves there is a growing appetite for vehicles with all-terrain capabilities, and through this fantastic new venture we hope that both owners and non-owners alike will learn that off-roading is more than just a great pastime; in many environments, it is a necessity. Off-road driving must be conducted responsibly, in correctly configured vehicles and with skill, as our vehicles and instructors at the Adventure Zone will demonstrate. This new attraction is also an unforgettable way to spend an hour or two during a family day out at Bluewater."
General manager at Bluewater, Paul Lucchinelli, added: "This venture between Land Rover and Bluewater has created an exciting and different experience for our guests to enjoy. The cliff-top Adventure Zone is a great way to experience Land Rover’s most extreme off-road course and get some stunning views of Bluewater at the same time."
A team of expert off-road drivers has been employed at the facility to share driving tips with visitors and demonstrate the vehicles’ technical attributes and all-terrain capabilities.
Land Rover has been aware from the outset of the presence of special natural interest in some areas of the Bluewater site, and has worked with local experts throughout the construction and establishment of the Adventure Zone to ensure that this wildlife habitat remains undisturbed.Published 27 June 2002