IMG's PWR Events has been awarded the contract for the event through the next six years.
IMG-owned PWR Events will continue to manage and produce Hyde Park Winter Wonderland for the next six years through to 2023/24.
IMG acquired PWR Events in 2015 and has been promoting and managing the UK's leading Christmas-themed event since its launch in 2007.
“We are delighted to be continuing our relationship with The Royal Parks on this iconic London landmark event,” said Stephen Flint Wood, SVP and managing director, Arts & Entertainment Events, IMG.
“Since we started working on Hyde Park Winter Wonderland with PWR Events, it has continued to evolve in its universal offering and popularity. We look forward to building on this with an exciting roadmap of new rides and attractions over the next six years,” he continued.
Alun Mainwaring, head of events, filming and commercial development for The Royal Parks added: “We are thrilled to be working with IMG’s PWR Events once again to deliver this world-famous event. Hyde Park Winter Wonderland continues to entertain and wow visitors with world-leading rides and attractions bringing festive cheer to London. It is a vital event for The Royal Parks, raising money which goes back into conserving and improving the eight Royal Parks.”
IMG has introduced new attractions over the last three years, including the world’s largest transportable rollercoaster Munich Looping, the Winter Palace Theatre venue and its Imperial Ice Stars ice-dancing show, and an 80-metre high viewing tower. Another popular new initiative is the annual ‘Family Fun Day’ launched in 2016, featuring free children’s activities and a no-alcohol policy on the final day of the event.
The event's food and beverage offering has also developed over recent years with new venues including the 2017/18 karaoke and alpine après-ski themed Bar Hütte, the Viking-inspired Christmas experience Thor’s Tipi, and the traditional Oktoberfest-themed Almhütte restaurant in the ever-popular Bavarian Village, as well as a Greek temple-themed redesign and extension to Bar Ice.