P R E S E N T A T I O N D O C U M E N T

There are some small locational based attractions such as The Cavern in Liverpool but there is no venue that couldhouse and honour artists like The RollingStones, The Beatles, Led Zeppelin, EltonJohn, Queen, Pink Floyd, David Bowie, TheBee Gees, Genesis, Fleetwood Mac andRod Stewart under the same roof and thatis before we think about myriad others including The Sex Pistols, Oasis, Cold Play,Duran Duran, Cold Play and even TheSpice Girls. The list is endless and continues to grow with Amy Winehouse,Adele and One Direction in the modernera.

NOW IS THE TIME TO BUILD THE FIRSTROCK’n’ROLL MUSEUM IN THE WORLD

IN THE CENTRE OF LONDON.

The trademarking process is underwayand the search is on for a suitable Central London location. The venue will be anaudio visual feast and an educational extravaganza for future generations creating hundreds of jobs within industriesthat the UK is already famous for.

Imagine taking a walk in the footsteps ofthe UK’s legendary Rock’n’Roll heroes or experience what it’s like to be in a full professional recording or radio studio. This90 minute tour will take you on a strollthrough legendary musical locations such

as Abbey Road Studios, Tin Pan Alley andGlastonbury. We will tell the story of Rockfrom the 60’s to the present day demonstrating the change in recordingtechniques plus how fashion has played itsrole through to the fast moving digitalworld.

The attraction will be crammed full of original recording, broadcast, musicalequipment and costumes all of which willbe authenticated. There will be videos, images plus dry ice and laser light showsto create the feel, sound and smells ofRock’n’Roll. Before visitors leave the showthey will have the chance to visit the merchandise centre to purchase many fabulous items such as T shirts, back stagepasses, statuettes, guitar picks, posters,iconic photographs of the stars plus veryspecial items endorsed by the biggerartists.

Rock’n’Roll Legends will exist to interpretthe impact rock has made on our worldand tell the evolving story of the greatestshow on earth for many generations tocome. Imagine standing next to Queen ora major band rehearsing their biggest hits,mixing tracks from Live Aid, seeing DavidBowie’s view from a live stage or touchingthe piano which Elton wrote so many hitson.

The UK and The USA have produced over 90% of the most iconic artists from the worldsof rock and pop. There are three museums in the US including The Rock’n’Roll Hall ofFame, The Grammy’s Museum and to an extent the EMP Museum in Seattle. There arenone of any scale in the UK and nothing exists anywhere on the scale of Rock’n’Roll Legends.

IT’S ONLY ROCK’n’ROLL ANDI LIKE IT!

The following points are our objectives toshowcase everything that is best in theBritish Rock and Pop industry using mindblowing technology from the audio and visual fields which will include holograms,robotics and 3 / 4 D installations. This willallow the young to be educated and theold to walk down memory lane.

VIP EXPERIENCE

A valuable and exciting way to increasethe user experience and increase revenuewill be to offer the customers a VIP experience which would include “fast trackentry”, a gold backstage pass, free T shirtand a glamorous paparazzi style photofrom the red carpet.

EDUCATIONAL EXPERIENCE

The whole experience will have a high educational value with many commercialfacts and the opportunity to discover howthe whole process unfolds from each instrument to recording techniques, livestaging, electronic and digital technologyplus live experience in the radio station.

RADIO STATION

There will be an interactive and educationalexperience entitled “The History Of Radio”within the radio station which is a worldfirst and the younger audience will be encouraged to experience this fully.

VENUE HIRE

The venue will be designed with privatehire in mind so that various sections canbe used for private and corporate events.The main stage and backstage bar willform the core of this and it is envisagedthat this will be one of the most popularvenues in London for after show partiesand events.

LAYOUT

A spectacular main entrance with lots ofvisuals, music and lighting will greet everycustomer. When you wait in line you willhave the opportunity for a photo with arock star such as a lookalike Mick Jaggeror Freddie Mercury.

HISTORY OF RECORDED MUSIC. Studio•technology and technique

PROGRESSION of radio through to music•streaming

THE BIRTH OF ROCK’n’ROLL in the 50’s•from a fusion of electric blues, countryand gospel music. Rock crosses over fromRhythm and Blues to the pop charts from1955 with Doo Wop and Rockabilly.

ROCK EXPANDS in the 1960s when rock•music comes of age and starts to domi-nate the popular music charts. Alongcome soul, surf, folk rock and then theBrits! This was followed by Hendrix, hardrock and psychedelia plus the all important advent of television and thevarious shows featuring music from TheBeatles and The Stones.

MUSIC LEGENDS. THE BEGINNING…UNTIL NOW.

Rock and roll began in the 50’s with thearrival of Elvis Presley, Chuck Berry, FatsDomino, Jerry Lee Lewis and Bill Haley &His Comets. The 50s saw the arrival of thepop charts, mods and rockers, coffee bars,jukeboxes and a huge seismic decade ofsocial change. Rock and roll was driven byand large by American acts while the UKcontinued to produce pop stars or a muchmore conservative type.

With the arrival of the 60s English popmusic began to rule the world. Bands likeThe Beatles, The Rolling Stones, The DaveClark Five, The Kinks and many more challenging The Byrds, The Beach Boys,Bob Dylan and then a raft of less commercial, but highly talented rock actssuch as Love, The Doors, Jefferson Airplane, Grateful Dead and the huge risein black culture realised through the iconicMotown and Stax labels. The 60’s has remained an extraordinary potent sourceof memories and references for todays society. The sounds of the 60s on Radio 2is still one of the most popular programsbroadcast on Europe’s number 1 radio station.

The 70s saw rock becoming big businessboth in terms of record sales and tours.Great live bands such as Queen, Led Zeppelin, Pink Floyd, The Eagles and

Genesis defined the decade, along withthe more theatrical performers such asDavid Bowie, Elton John, Roxy Music andMarc Bolan. This coincided with the birthof funk & disco, with stars such as JamesBrown, The Jackson Five, Earth, Wind &Fire and Chic and a purer form of popmusic from ABBA and The Carpenters.

The 1980s brought the birth of musicvideo channel MTV. Music videos becamea key marketing tool and the superstars ofthe decade became much more ‘visual’.This led to superstardom for artists suchas Michael Jackson, Madonna, Prince and Duran Duran. Advances in music technology and production meant thatsynthesizers and electronic instrumentsplayed a much larger role, with soundsbeing looped, changed and edited muchmore easily. Electronic pioneers includeKraftwerk, Jean Michel Jarre and Vangelisas well as more commercial acts such asDepeche Mode, Eurythmics and NewOrder. The 80s also greeted the arrival of anew music format - the compact disc, andthis resulted in a clearer, digital sound, anda new way of recording and consumingmusic.

In the 90s it becomes harder to discern adefining movement or ‘scene’. There werevarying genres and things became morepolarized. There was the U.S. teen pop ofBritney Spears, New Kids on the Block andN*Sync, and ‘grunge bands’ such as PearlJam, Soundgarden and Nirvana. AmericanHip Hop gave us acts such NWA, Snoop

Dogg and Dr Dre the more ‘chart friendly’Eminem. Dance and house music was adriving force in Europe, along with popacts such as Take That, Simply Red andSpice Girls. The way people accessedmusic changed again in the 90s, with illegal file-sharing sites such as Napsterbeginning to gain traction, and consumersaccessing and sharing music files fromtheir computers.

The 00s saw the emergence of the MP3player/iPod/and various tech devices thatrevolutionized the amount of music wecould carry around. The decade also sawthe rise of the music festival as more of a‘lifestyle’ proposition, with big events likeGlastonbury and Burning Man selling outin minutes. The internet changed how wewatched music (YouTube) and talkedabout music (social media) and how theartists communicated with the fans (emailand the emerging social media). The bigartist of the decade understood the powerof the new digital media and used it totheir advantage – artists like Rihanna, Lady Gaga, Beyonce, Jay-Z, and Justin Timberlake.

The 10s decade has seen a continuationof the digital revolution. Digital down-loads have been largely usurped by musicstreaming. This has meant music has become more of a ‘utility’ - paid for on amonthly basis. Our interaction with it is‘frictionless’ – any song we desire availableat the touch of a button, but we ‘rent’rather than own. The songs are ours so

long as we continue to pay the subscription. This mirrors the rise ofTV/film services such as Netflix, Hulu andAmazon Prime. The major music artistsmake their money from touring rather thanrecord sales, and there are fewer ‘breakthrough’ stars. The superstars of thedecade are all multi-media and social-friendly. They include Taylor Swift, KatyPerry, Drake, Beyonce, Kanye West, Coldplay and Bruno Mars. There is perhapsone throwback to a different age whereit’s about the song and the voice – ratherthan twitter followers, glamorous videosand clothing lines – Adele. She is thebiggest selling artist of the decade, andsomeone who reminds us of the timeless

magic of music.

LINEAR POSITIONAL TRACKING

Screens will be equipped with sensors thattrack the position of visitors relative to thescreen. The sensors will enable experiencessuch as changing content based on theposition of the visitor; one example thiswould be a timeline of a particular artists’hits which updates as the visitor walkspast the screen.

SMARTPHONE TO SCREEN

Internet connectivity will enable smart-phones to connect to screens in the venue.Using their smartphone as the input device visitors will be able to learn thechord to “Under Pressure” by following thescreen and hitting the right buttons ontheir smartphone screen and show offtheir new found musical skills to friendsand family.

ROCK’n’ROLL APP

Gone are the days of handing out hard-ware for guided audio tours. These

devices were expensive, dirty and prone togoing missing. The modern visitors arrivewith their own pre equipped and powerful device in their pocket – the smartphone.Rock’n’Roll Legends will offer a free appthat visitors can download prior to theirvisit. The app will feature:

Videos of the venue to entice people to•visit.Endorsements from customers.•Advanced ticket purchase with passbook•integration so visitors can scan a code toenter.iBeacon integration which bridges the•physical and digital worlds. The smart-phone will recognise the visitors’ locationsin the venue via iBeacons with a full audioguide regardless of location or pace oftravel.In depth data recording which will display•where visitors stayed longest at whichpart of the attraction. This will be vital for continuously updating the attraction andplanning new content.In venue interaction so that the visitor can•engage with the digital content as it ispresented to them during the experience.The app will drive repeat visits alerting•previous visitors to new attractions.

JOB CREATION

We will focus on developing employee talent and encouraging future leaders andmanagers whilst providing full training forindividuals from all walks of life. The development pyramid will help to engageindividuals and encourage progress at alllevels. The aspiration is that any employeecan progress to the top of the organisationand reach as far as their ambition will takethem.

The programme will use a mix of theory,practical experiences, mentoring in particular fields and special assignments.The Rock’n’Roll management course isvital to the success of the organisationand providing a feeling of pride for eachemployee.

The learning portal will be available on lineand in a variety of mainstream languagesand should match the pace of each participant if they choose to take up theopportunity.

It will be important to recruit employeeswho have a passion for the sector andwho want to enter the industry as a career

choice with a desire to push themselvesand be part of a team with similar aspirations. It will be important for eachemployee to feel valued and be aware thattheir input reflects in the success of thebusiness. For those who do shine leader-ship and management opportunities (withincreased levels of responsibility) will bethe goal.

There will be three six month placementsin various positions dependent on the skillsets of the individuals giving a greatgrounding to progress to the next level orto be comfortable in the position that theyhave achieved.

Individual performance will be rewardedand encouraged. There should be noboundaries and no end to what an individual can achieve within the business.

CONCLUSION

This document is intended to clarify andexplain the general ethos and projectionof ROCK’n’ROLL LEGENDS but please donot hesitate to contact us with any morein depth questions or queries.

The simple projection is based on a veryconservative footfall of 500,000 visitors inyear one and building to 1,000,000 in yearthree.

Initial build and fit out cost £15,000,000

------------------------------

YEAR ONEOperating Costs

Lease on 50,000 sq ft of prime central•

London at £60 per sq ft cost £3,000,000

per annum

Service charge at £10 per sq ft =•

£600,000 per annum

Rates at £5 per sq ft = £250,000 per•

annum

Utilities £500,000 per annum•

Property Cost £4,350,000 per annum•

Staffing X 100 x £25,000 per head•

£2,500,000 per annum

Dilapidation/Insurance charge/provision•

£250,000 per annum

Sundry expenses/maintenance £150,000•

per annum

TOTAL £7,250,000

OPERATING REVENUE YEAR ONE•

500,000 visitors year 1 @ £25 =•

£12,500,000

Merchandise at £10/head = £5,000,000 •

Venue hire £200,000 per annum •

Beverage sales at £2 per head £1,000,000•

TOTAL REVENUE £18,700,000

YEAR ONE OPERATING PROFIT£11,450,000

YEAR TWOOperating costs rise by 5% apart from the•

lease so: £4,462,500 plus the lease at

£3,000,000

Total £7,462,500•

OPEREATING REVENUE YEAR TWO •

750,000 visitors at £25 = £18,750,000•

Merchandise at £10/head = £7,500,000•

Beverage Sales at £2/head = £1,500,000•

Venue Hire £250,000•

TOTAL REVENUE £28,000,000

YEAR TWO OPERATING PROFIT£20,537,500

------------------------------

YEAR THREE Operating Costs rise by 5% apart from thelease so: £4,685,625 plus lease£3,000,000

Total £7,685,625•

OPERATING REVENUE YEAR THREE•

1,000,000 visitors at £25/head =•

£25,000,000

Merchandise at £10/head = £10,000,000•

Beverage Sales at £2/head = £2,000,000•

Venue Hire £300,000•

TOTAL REVENUE £37,300,000

YEAR THREE OPERATING PROFIT£29,614,375

Working and development capital shouldbe estimated at a minimum of£15,000,000 depending on fit out costs,premise, lease premiums, advertising andmarketing costs.

OUTLINE BUSINESS MODEL

Peter Burrell+44 7960 975 123peter@rocknrolllegends.net www.rocknrolllegends.net 

Registered Office: 4 More London Riverside, London, SE1 2AU