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AJP CONSULTANTS offers services to developers and operators of visitor and leisure attractions across a wide range of sectors; ranging from museums to observation wheels and viewing galleries.


Founded in 2001 by Andrew Potter, who has over 20 years’ experience in the visitor attractions industry and 10 years’ experience in international retail development, we have consulted on many iconic attractions both in London and worldwide.

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

Visitor Attraction


Development Consultants

The Shard London Bridge

02 Experience


The Postal Museum

Business & Operational Planning

Lead attraction development consultant.

Business modelling and detailed operational plan. Space and capacity modelling; operational design. Ride design advice and planning advice for the underground train ride (Mail Rail).

Giant Wheels


Specialist Consulting
Involved in one way or another on  many of the worlds' largest observation wheels; including the London Eye, Singapore Flyer, Southern Star and the Beijing Wheel (not built). In 2009 opened the Southern Star Melbourne as the head of operations (6 months)



Attraction Consulting
The independent consulting business has encompassed a number of "observation" attractions including the Shard, Fenchurch Street Skygarden, Spinnaker Tower and Centre Point with advice ranging from business planning to operational design, visitor flow management and systems

Heritage/ Cultural   2012-2015

Business Planning

Business modelling and detailed business planes to fund operational and conservation costs. Projects with Heritage Community Centres and buildings

2015-2017   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   1998-2002

Director & General Manager

Business planning; financing and opening planning; Operationally responsible for the management of the attraction including budgeting, finance,  marketing, operations, commercial and security / safety

1995-1998   The Tussauds Group

Attraction Development Manager

Attraction development planning and development; International project assessments; business planning for project finance

Retail Development  1985-1995

Development Director

Expansion of UK franchise and overseas licensing development (450 shops);

Property management; lease management, intellectual property and contracts  management



Andrew J Potter

Principal consultant and founder (Andrew J Potter) has worked across many types of business’s including theme parks, observation wheels, museums, art and entertainment spaces as well as historic buildings and heritage based attractions.

Apart from working on iconic attractions such as the London Eye and the Shard he has more recently consulted for The Postal Museum which opened its doors in July 2017!

​He has trained as an engineer and holds an MBA from the London Business School.


03 Sectors


04 Services


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


  • Business planning & financial modelling

  • Attraction development planning

  • Commercial assessment & planning

  • Sponsorship, Franchising and Licensing

Design & Development 

  • Operational design from concept development stages

  • Visitor planning strategies

  • Space and capacity modelling

  • Operational ride planning and management

Operational Systems Development

  • Visitor management planning

  • Event operations

  • Systems, policies and procedures development

  • Manuals and documentation delivery

Opening Planning and Management

  • Opening task planning

  • Management structures and HR planning

  • Operational opening management

  • Training systems, manuals and delivery

Design and Project Management

  • Attraction operational design
  • Concept design management
  • Operational commissioning
  • Engineering and technical (including rides)

Technical Management & Rides

  • Ride risk assessments (HAZOP)

  • Ride design safety case development

  • Ride certification management (ADIPS)

  • Engineering system management

Safety Management 

  • Safety systems and management

  • Attraction operation risk systems & assessment

  • Fire and security management planning

  • Risk Assessments for operations & maintenance

05 Projects


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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