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AJP CONSULTANTS offer consultancy services to operators, developers and designers of attractions and visitor experiences across a wide range of sectors. 
Founded in 2001 by Andrew Potter (ex Director of the London Eye), who has over 25 years’ experience in the visitor attractions industry and 10 years’ experience in international retail development, we have consulted on many iconic attractions and experiences both in London and worldwide.

We have experience of working in Japan, China, Australia and Europe and work either independently or with associates.

Attractions and Leisure Experiences Consultants


Services Overview


We offer a range of services across a number of sectors such as theme parks, museums, observation galleries, giant wheels, entertainment complexes, heritage and cultural attractions, as well as arts, media, sports and leisure centres. 


We apply the practical operating knowledge, gained over many years of experience, to helping clients develop business and operating plans and can provide project management for development as well as technical and safety operational advice.


The range of projects undertaken has included some of the following service areas:-


Business Planning


  • Financial & Budget Modelling

  • Operational Cost Modelling

  • Staff / Operating Cost Optimisation

  • Capacity Modelling

  • Business Plan/ Feasibility Evaluations

Operational Planning


  • Visitor plan management/strategies

  • Operational Design Assessment

  • Staffing / management organisation

  • Capacity Modelling and Optimisation

  • Operational Procedures/ Systems

  • Operating Documentation Development

Project Management


  • Attraction Opening Planning

  • Concept/ Creative Design Management

  • Concept/ Design Management

  • Project Budgeting & Forecasting

  • Operating Contracts

Technical & Safety Operations

  • Ride & Operational Safety Management

  • Ride and Operational Risk assessment

  • Fire and security management

  • Design safety case development


03 Project History


Baylight 23 (Morecambe)

Project Delivery 


Project managed the inaugural Baylight Light Festival following the successful application for funds with the feasibility project. 


Using small team we successfully delivered a three day event with 13 international light art works that attracted 21k visitors and generated over £800k of economic value to the resort.


The event was delivered on a very tight 12 week timescale and on budget.

Light Festival Feasibility


Morecambe (Baylight) Feasibility Study

A new charitable organisation (Morecambe Sparkle) was set up to enable the resort of Morecambe to apply for a grant of £500,000 from Lancashire County Council for an annual winter lights season / festival to kick start the winter economy and improve the resorts image. The application required a detailed feasibility study of the UK Light Festival Market which included comparables market research; market/ demand assessment; attendance estimates; event business plan; analysis of the feasibility and deliverability of the event and guidance on impact measurement.


The feasibility successfully underpinned the gaining of the grant and the successful launch of the first light festival in Morecambe (#Baylight 23)

LAser Crop.JPG

2021 - 2022

Arc (Bristol)

Attraction Development


Arc is a new concept in observation experiences with a glass viewing capsule suspended between two carbon-fibre arms elevating passengers to 69 metres after boarding from an existing attraction’s roof.


Operational Consultant delivering operational planning, visitor management, costing and capacity optimisation. The project gained planning consent but is still in its development stages.

Free Roam VR Experience

2020 - 2022

Operational Design

In a Box – VR based, free-roam interactive gaming experience based on problem solving/ escape.


Business and Operation Planning for a multi-sensory VR experience that combines VT gaming with physical elements to create an original free flow immersive 4D virtual reality experience. 


As an operational sub-consultant we reviewed space planning, visitor operations, game flow and capacity projections.

European Entertainment Group


Performance Evaluation / Due Diligence

Project to review the historic performance of the various attractions that form groups attractions portfolio, examine the company’s future

Business plan, and provide views on the potential for the group.


Specific task to carry out an operational review for the group aquaria, museums, animal parks and water park.

Outdoor Extension of FEC 


Project Management Masterplanning


Masterplanning of themed outdoor Extension to FEC at large Eastern European mall;


A 23,870 sqm outdoor area offered potential to create an outdoor theme park to complement the existing mall and indoor attractions.


Delivered masterplan design management services, project planning and cost estimating services


2018 -2019

Family Park Masterplan

Project Management Masterplanning


Concept Plan Development management. The family based park in Kazakhstan contained a mixture of attractions and activities providing fun with an edutainment angle drawing on the history of the regions and the Silk Road


The project included the development of park’s name and characters. Project managed the development for the contracted designer group  (Sarner).

Bodmin Jail

2017 -2016

Project Management / Operations Design

Re-development and expansion of an existing jail attraction in Bodmin with a new dark walk experience. Undertook project budgeting and contract costing. Management for the designer (Sarner) with operation design input to the design process.


Space and capacity modelling; visitor flow and management.

Ticketing specification and management of tender process



The Postal Museum

Business & Operational Planning


Development of new Postal Museum and underground train ride (Mail Rail).

Lead attraction development consultant. Business modelling and detailed operational plan. Space and capacity modelling; operational design.

Ride design advice, risk assessment and operational plan / procedures for the underground train ride (Mail Rail).

Giant Wheels


Operational Design & Management

Multiple Giant Wheel projects on  many of the world's largest observation wheels; including the London Eye, Melbourne Star, Singapore Flyer and the Beijing Wheel (not built).

In 2009 opened the Melbourne Star Melbourne as the head of operations (6 months)


Attraction Consulting

Advisory operational planning work included a number of observation attractions in iconic structures.

Well known attractions attractions included the Shard, Fenchurch Street (Skygarden), Spinnaker Tower and Centre Point


Advice ranged from business planning to operational design, visitor flow management and space planning

Observation Decks

Heritage/ Cultural  


Business Planning


Business modelling and detailed business plans to fund operational and conservation costs.


Projects with Heritage Community Centres and historic buildings

Museum/Arts Development

Concept & Operational Design Management

Projects included IMAX theatre opening, East End Arts Centre and project management for the concept development of the Museum of Human Relationships


The London Eye  

Director & General Manager

Development and then Director and GM of London Eye. 


Operational Contract and design through the development stages to the opening and operation of this iconic attraction. 


Responsibilities included managing a team of 300; and the management of the attraction including all key functions of budgeting, finance,  marketing, operations, commercial and security / safety

1998- 2002

Postal Museum
Themed Patks
Perfomance Costa
Giant Wheels
Fenchurch Shrd
Indoor VR Roam
London Eye

04 Projects


05 My Story

Andrew Potter

Andrew is the principal consultant and founder of AJP Consultants; Andrew initially trained as an engineer before completing an MBA from the London Business School and then working in retail development before moving to the visitor attractions industry 25 years ago.


Andrew has specific knowledge of theme parks, observation experiences, museums, art and entertainment spaces as well as historic buildings, light festivals and heritage based attractions.


Andrew has gained a very wide experience from managing such iconic attractions as the London Eye, opening attractions such as the Mail Rail/Postal Museum in London, the Melbourne Star and planning a variety of well-known attractions and experiences including the Shard in London.


Andrew has conducted or taken part in a number of feasibility projects, including a multi-site valuation for investor purchase in Europe and a county council Light Festival regeneration project in Lancashire.


Andrew is a team player and has worked as a specialist operational consultant for associate organisations on development projects ranging from VR experiences to Bodmin Jail and theme Parks in Eastern Europe.

My Story

Please either submit the form, email "directly" or simply pick up the phone...

We would love to hear from you!

Andrew J Potter



Tel: (+44) 7790 004 982

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