As a result of numerous successes, the company has diversified into an ever-greater range of projects across the industry and has developed its own in-house brands and operations, this led to a re-brand of Openwide to Adventure Attractions in February 2024.

We are Developers, Operators and Consultants for:

  • Adventure sports Attractions
  • Heritage Attractions
  • Visitor Attractions
  • Hospitality Venues
  • Theatres & Live Productions

We have led the way in the Adventure Attractions industry by initiating the development of external safety auditing for best operational practice, alongside annual structural safety inspections.
We manage a team of over 200 staff and maintain a network of internationally renowned experts in all areas of attraction development, operation, and theatrical production.
The Adventure Attractions head office is based in the UK, and we have a regular presence in Dubai. This allows us to develop and manage operations both in the UK and UAE.

  • Visitor Attractions
  • Bars
  • Restaurants
  • Retail Outlets
  • Coffee Shops
  • Catering Outlets
  • Theatres & Events
  • Adventure Sports Attractions· Heritage Attractions
  • Local & national government
  • Private & public sector attractions
  • Cruise Ships
  • Holiday Tour operators
  • Airlines
  • Hotels & Resorts
  • Public Spaces & Civic Celebrations

The Adventure Attractions team consists of in house employees enhanced, on a project by project and production basis, by a network of leading industry specialists, freelancers and independent consultants across multiple disciplines.

Adventure Attractions also work in partnership with other leading attractions companies to optimise their mutual presence and customer support.

Executive Team

Rory Holburn

Owner & CEO

Engage Your Visitors!

Rory has spent the past 35 years working across all aspects of the visitor attractions and entertainment industry. Over a ten-year career with The Tussauds Group, based at Chessington World of Adventures, Rory was instrumental in the transformation of an old zoo into a major modern theme park attraction, and went on to work across all areas of theme park management as Director of Operations.
In 1998, Rory joined with a team of senior executives from the Disney parks organisation to develop the Leavesden Film Studios and devise plans for a 285-acre theme park and back lot studio tour.
Rory has been engaged as a consultant and adviser to many leisure attractions. Projects have included The Making of Harry Potter on behalf of Warner Bros, The Royal Armouries (The UK’s oldest museum), Venture Xtreme, Spacetoons Cartoon Network- Jordan, Al Hoota Cave – Oman, and The Extreme Media Group.
An outdoor sports enthusiast, in 2014, Rory led the development of a new activity concept for the UK, developing RockReef, our all-weather indoor adventure sports attraction, and the Pier Zip, the world’s first pier to beach zip-line.

Rory originally trained as an actor in one of London’s leading drama schools and started his career across all aspects of theatrical performance and production. Over the years he has expanded his knowledge and experience across the entire entertainment sector and now delights in a business that embraces his two childhood passions for live entertainment and outdoor adventure.

Sarah Hunter

Managing Director

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With over 20 years’ experience in a Sales and Marketing background, Sarah brings a wealth of experience to Adventure Attractions, she is a visionary leader with a deep understanding of market dynamics. She has excellent relationship building skills and is a member of the Chartered Institute of Marketing and various Leisure attraction groups. Sarah is a high performer and a keen sportsperson, she has recently completed two Ironman 70.3 triathlon races, demonstrating her highly motivated and dedicated personality. Sarah led the Marketing for the Openwide Group (Adventure Attractions) for 8 years before taking over as Managing Director and is now responsible for leading the company forward to meet the demands and desires of the ever-changing marketplace. Sarah leads a team of over 200 staff and is actively looking for new businesses opportunities to grow the business and expand the Adventure Attractions portfolio.

David Lock

Chief Finance Officer

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David has over 20 years experience working within the leisure industry in both the private and public sector. He has been an active sports person throughout his life, competing to a high standard in swimming and participating in numerous other activities such as cycling, skiing, cricket and scuba diving.
Since graduating from Brunel University in 1995 with a BSc (Hons) degree in Leisure Management and Sports Science, David has worked his way up through the ranks to the position of General Manager, both in the UK and the Middle East. He has managed health clubs including the exclusive club at the Jeddah Hilton and clubs at LA Fitness in Salisbury and Southampton.
Alongside his managerial and business responsibilities David has achieved his Advanced Diploma in Accounting with the Association of Accounting Technicians and his Advanced Diploma in Management Accounts with the Chartered Institute of Management Accountants. With his first hand, comprehensive understanding of the leisure industry David is uniquely qualified to oversee the financial aspects of Adventure Attractions’ portfolio.

Peter Collett

Chief Operations Officer

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Pete has 46 years’ experience working in the Leisure & Hospitality industry. He started working in the hospitality sector very early in his life at just 15 years old and quickly worked his way up to senior management levels with leading Corporate groups, including Luminar Leisure, Loch Fyne & the Tattershall Castle Group developing the branded divisions. Pete is passionate about delivering a memorable experience for all our guests and with his extensive experience in operations management, he ensures all operations are optimised to maximise revenue and ensure commercial success.

Pete started as our general Manager for Bournemouth Pier and was instrumental in the growth and development of our safety and operational procedures for RockReef and PierZip, and now leads the operations management for the growing Adventure Attractions portfolio.

At Adventure Attractions, we have created a diverse and inclusive culture, we believe our greatest asset is our staff. They are key to ensuring the future success and growth of our business