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
02 Sectors / Services
Services Overview
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. The range of projects undertaken has included some of the following service areas
Commercial
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Business planning & financial modelling
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Attraction development planning
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Commercial assessment & planning
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Feasibility studies and operational performance evaluation
Design & Development
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Operational design from concept development stages
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Visitor planning strategies
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Space and capacity modelling
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Operational ride planning and management
Operational Systems Development
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Visitor management planning
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Event operations
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Systems, policies and procedures development
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Manuals and documentation delivery
Opening Planning and Management
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Opening task planning
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Management structures and HR planning
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Operational opening management
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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
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Ride risk assessments (HAZOP)
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Ride design safety case development
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Ride certification management (ADIPS)
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Engineering system management
Safety Management
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Safety systems and management
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Attraction operation risk systems & assessment
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Fire and security management planning
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Risk Assessments for operations & maintenance
03 Project History
2023
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 3 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
2022
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)
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
2019
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
2019
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
2015-2017
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
2005-2017
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)
2002-2017
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
2012-2016
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
2015-2017
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
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.
