Iconic professional wrestler Hulk Hogan has announced plans to turn his branded store in Orlando, Florida, into a full-fledged attraction, with the superstar visiting the IAAPA Expo to find new ideas as the venture evolves to compete with the local market.

Hogan’s Beach Shop, which opened in Orlando earlier this year on International Drive, is an experience store which currently offers a range of Hulk Hogan and branded merchandise for purchase, mixed with Hogan memorabilia on display for fans to view and take photos with.

Visiting IAAPA, Hogan said: “I’m looking forward to meeting the vendors and finding a brand new tag team to change the vision we have for Hogan’s Beach Shop.

“Now we’ve been in Orlando for about 6 months, we’ve decided that IAAPA is the place to meet new friends, make some new relationships and change our little Beach Shop into a family-friendly attraction.

“We have another Beach Shop in Tampa. It works really well there but I’ve found out here in Orlando that we need to deliver on a completely different level and we’re looking forward to turning our store into a full-fledged attraction for a competitive marketplace. We really want to make sure we fit in with the other offerings on International Drive.

.@HulkHogan has hit IAAPA, with plans announced to turn @HogansOrlando into a visitor attraction #IAAPA17 pic.twitter.com/71DXWdbQGW

— Attractions Mgmt (@ATTRACTIONSMAG) November 15, 2017

Hogan revealed a prime target for the show was with augmented and virtual reality, seeking products which were “interactive and innovative”, with something that would fit inside the 4,000sq ft Beach Shop.

“Today I’m looking for advice and guidance because there’s a whole new set of tools here which I can use to turn my little Beach Shop around and make it competitive with the rest of Orlando,” he said.

Check back with Attractions Management and AM2 during the week for all the latest breaking news coming from IAAPA 2017.