14 Sep

New York based Authentic Brands Group (ABG) and New Zealand based Genio Global Entertainment today announce the signing of a license agreement to build and operate an innovative, immersive multi-million dollar visitor attraction to be based in Los Angeles. The experience will showcase the story of the ‘greatest” and go back stage to some of the iconic Ali moments. “The Muhammad Ali Experience will add significant value and compliment the Los Angeles tourism offering. The innovation and technology aspect itself is going to be mind blowing” says Don Skeoch, VP Marketing at Tourism Los Angeles. Genio Global Entertainment are the holders of the license as well as the designers and operators of the Muhammad Ali experience. “Our teams have done an outstanding job to complete the design and business case, resulting in an experience that reflects Ali’s story, his legacy and will be inspirational to visitors experiencing this attraction.” Said Colin Smeeton VP West Coast for ABG. Genio Global Entertainment ceo and founder Andrew Te Whaiti says, “We are pleased to not only be working with ABG, but to be developing and then operating an experience that showcases one of the most influential and inspirational people is truly an honour. We will be undertaking the build process that will involve some insane innovation, balanced with very intimate examples of humanity that will leave a few teary eyes.” “To get this deal done has been amazing journey” said Stu Robertson Genio co founder, “Due to Covid we have been working across multiple time zones online and are preparing to relocate to our LA office.” The Muhammad Ali Experience will include multiple innovative experience zones, including being able to box in the ring against a hologram of Ali himself. We will take people on an interactive and immersive guided tour of Ali’s life. The Butterfly and Bee restaurant provide guests with a unique opportunity to dine in a menu inspired by Ali.” Says Robertson. “Muhammad Ali’s story is one of a kind, he has been and remains an iconic figure for all humanity, because it’s been a challenging time for a lot of people, we are motivated and excited about launching in LA, working with the Tourism LA team and showcasing his story, our approach embracing diversity, creating opportunity, be as authentic to the story as we can, and to pay homage to Muhammad Ali, it matters” Said Andrew Te Whaiti, an Indigenous New Zealander from the Ngai Tahu Tribe in New Zealand. This agreement consolidates Genio’s position in the ‘Brand Tourism’ sector, having found a sweet spot between Location Based Entertainment (LBE) and Brand Tourist