Contract Signed for VR Experience Center at Niagara Falls

(eap) A 2,300 square meter virtual reality (VR) experience center is to be built in a hotel at Niagara Falls in Ontario, Canada. A corresponding agreement for this project, costing around USD 10 million (approx. EUR 9.2 million), was recently concluded by Ontario real estate developer J. Grewal via its holding company with FameDays, a subsidiary of ImagineAR, a company specializing in augmented reality (AR) applications. The experience center will include entertainment offerings such as VR gaming, AR racing simulations and mixed reality experiences and will be based on ImagineAR’s “AR-AI” business model, which relies on scalable and continuous revenue.

“An immersive center inside a hotel transforms the guest experience from a simple stay to a journey of discovery, blending technology, culture, and entertainment seamlessly. In Canada, where travelers seek both adventure and authenticity, this innovation allows hotels to offer curated, interactive experiences that not only enhances guest satisfaction but also drives longer stays and repeat visits, making it the future of hospitality. We have already expressed interest to open two more locations, and we are currently in discussions to open our 2^nd immersive center in Ontario with much larger square footage,” explains Grewal.

“This partnership is a transformative milestone. Niagara Falls’ tourist base provides the ideal stage to showcase how AR/AI can redefine experiential entertainment. By signing a $10 million contract and a separate agreement securing recurring revenue for our software installation, this accelerates adoption of our AR-AI model. This is just the beginning of our vision to make immersive AR/AI a staple of global tourism,” adds Alen Paul Silverrstieen, CEO of ImagineAR.

A number of new technology-based touristic attractions are currently being built around Niagara Falls. These include a Flying Theater from Brogent Technologies on the Canadian side and a visitor centre from the helicopter tour provider Rainbow Air Helicopter Tours on the US side, which will include “ParadropVR” attractions from British company Frontgrid (see EAP 1/2025, p. 96f.). ■