Apple Corps Ltd. plans to support Liverpool’s next generation of musicians through ticket sales from its new Beatles attraction.
Under the new plan, proceeds from The Beatles Story will go to the Apple Corps Liverpool Trust. The charity will support rising local artists and create new opportunities for them.
Ringo Starr welcomed the initiative. He said:
“I also love that proceeds from every ticket will go back to support new Liverpool artists. It is great to be part of this. Deep down I am still a scouser. I love what Apple Corps and Liverpool are doing.”
“Liverpool was, and still is, Music City,” he added.
“And now we are expanding The Beatles Story Experience in Liverpool – how far out. The beat goes on.”
A vacant market hall finds new purpose
The attraction will leave its original Albert Dock location, which it has occupied since 1990. It will move to the former St John’s Market Hall.
The market hall has stood empty since the market closed in 2024. The new project will also add a 100,000-square-foot expansion.
That expansion will make the attraction more than four times larger than its current site.
The project will also bring a new Yellow Submarine experience to St John’s Beacon. The former Radio City tower stands nearby.
Meanwhile, Apple Corps will take over the operation of The Beatles Story in 2027. The attraction will then move to its new home the following year.
The Beatles Story experience
Visitors of the site can expect immersive technology, original artefacts and recreated sets to contribute to the retelling of the band’s success through the years.
The journey runs from post-war Liverpool through Hamburg, The Cavern, Beatlemania, Abbey Road, Shea Stadium, Savile Row and beyond.
The project is a partnership between Apple Corps, Liverpool City Council and Liverpool City Region Combined Authority, with support from central government.
Steve Rotheram, mayor of the Liverpool City Region, said the “definitive Beatles experience” belonged in the city where the band’s story began.
Prime Minister Andy Burnham said, “The Beatles are one of the greatest examples of what Britain can give to the world.
“Four young men from Liverpool changed music and popular culture forever, and, more than 60 years later, their story is still a source of enormous pride for this city and for our whole country.”
Liverpool attraction follows London’s Savile Row plans
Tom Greene, chief executive of Apple Corps, said the new attraction would give Liverpool a Beatles destination that lives up to the city’s musical heritage.
“Just like Graceland or Dollywood, it’s fitting that The Beatles will have a world-class destination for fans to visit in the city where the story started,” he said.
Earlier this year, Apple Corps revealed plans for a separate official Beatles attraction at 3 Savile Row in London, the address where the band played their last public gig on the rooftop in 1969.
Spread across seven floors of memorabilia and archive material, it is due to open to fans in 2027.
Sir Paul McCartney said, “I love Liverpool. It’s part of who I am; it’s part of who the Beatles are. I find it incredible and humbling that people are still interested in our story, and it’s very exciting to me that The Beatles Story and The Beacon are being transformed in such an exciting way in the heart of Liverpool city.
“It couldn’t have happened without Liverpool, and I can’t wait for people to be able to step into our story and share the experience.”
When asked how his bandmates might have reacted to the plans, McCartney said, “If you’d told us this was going to happen when we were hanging out and getting started, we’d never have believed it.”
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