In 2010, the former sales and marketing director of Alton Towers Morwenna Angove joined Chill Factore as CEO.In 2018, Chill Factore rebranded as BEYOND, a new retail, experiential and leisure mix, which will bring additional restaurants and businesses to complement resident brands.They also announced that the CEO Angove would be replaced by Ian Brown as managing director.The centre includes a number of shops and restaurants in a themed 'Alpine Village' area.On the upper level of the village is The Sports Bar, and The Lodge restaurant with slope side viewing balconies and conference/event facilities with a capacity of up to 250 people.