Merseytravel buys the Beatles Story

Mar 6 2008

The Beatles Story at the Albert Dock (240)

OWNERSHIP of the popular Beatles Story visitor attraction has been taken over by Merseytravel.

The passenger transport authoirty struck the pioneering deal, which brings the world’s only permanent Beatles-themed attraction back into Liverpool hands, following two years of negotiations with the attraction’s previous private investors.

The move forms part of Merseytravel’s tourism strategy, linked to the world famous Mersey Ferries.

Neil Scales, chief executive and director general of Merseytravel, said: “This is the final piece in the jigsaw for our ambitious tourism strategy.

“The creation of a new Beatles Story attraction at Pier Head and the continued development of the existing, expanded Beatles Story at Albert Dock will bring tremendous benefits to this region.

“Our plans bring together the city’s world famous waterfront – from the Cruise Liner Terminal to the Arena and Convention Centre – with the Ferries and with our other attractions in Wirral.

“Ten years ago, faced with falling passenger numbers, we took the strategic decision to reposition the Mersey Ferries as a major tourist attraction, while maintaining a commuter service.

“As a result of this decision we have invested more than £40m in the refurbishment of all three ferries, the terminal buildings and Spaceport, which is now proving to be a major attraction at Seacombe,” he said.

Merseytravel believes that repositioning strategy is now paying dividends.

Cllr Ron Abbey, vice-chair of Merseytravel’s Mersey Ferries Board, said: “We are delighted to bring ownership of The Beatles Story back home. The Ferries are now the most popular paid-for attraction in the region and we want to see them continue to go from strength to strength.”

Jerry Goldman, managing director of the Beatles Story, added: “This is tremendous news for Liverpool. We are delighted to say we have come home. Merseytravel are a key part of this city and so are we. It is fabulous that we have the backing of such a visionary and fully committed organisation; one so engrained in Liverpool.

“Together with all of Merseytravel’s assets, particularly the Mersey Ferries, we really have a chance to do justice to the story of the Beatles and the development of tourism in Liverpool and Merseyside.

“Collectively we have strengthened our position as a “must see” world destination.”