Up at The O2 and Attractions adapting to the German Market

Dan Hurst

Dan Hurst Head of Attractions, Up at The O2AEG Europe

• Over 100,000 people climbed Up at The O2 in 2018

• 14,255 glass of champagne were served and drunk on the roof of the O2

• 3,147 people booked a Climb & Dine package and enjoyed a meal after their climb in one of our new 4 restaurant packages on offer

• 907 climbers left a TripAdvisor review in 2018, with Up being in the Top 30 attractions in London

• 1 drinks fridge was carried up the walkway and installed on the roof

Up at The O2 2018 Highlights –The Numbers

• Activations – Yoga, Summer Lates, The Body Coach, Christmas Choirs, Charity Climb Day, Museum of London

• Filming – Cirque Du Soleil, ATP, Young Voices, Mamma Mia The Party, The Body Coach, Patrice Evra, WWE, FIFA, Conor Maynard

• Celebrities – Kevin Hart, George Ezra, Sheridan Smith, Travis Pastrana, Inter Milan Legends, Mesut Ozil

2018 Highlights – Activations, Filming and Celebrities

• Summit Series Talks

• Speed Dating Event

• Fitness Series Weekends

• Stand Up at The O2

• Silent Disco

2019 Planned Activations

Having a product to suit the market

Destination – The O2• Up at The O2 (opened in 2012)

• ICON Shopping Outlet (Phase 2 this summer)

• Over 30 bars and Restaurants (increasing this year)

• Oxygen Freejumping (newly opened in 2018)

• Hollywood Bowl (including Mario VR)

• Cineworld (9 extra screens)

• Mamma Mia The Party! (coming this summer)

Adapting your Product

Case Study – Champions League Final 2013Bayern Munich v Borussia Dortmund

• All German Final at Wembley, May 2013

• Best atmosphere inside the stadium

• ‘Road to Wembley’ visitors post final (similar to post-Olympics city visitors spike)

• Arsenal v Bayern match opportunity 2014

• Working with new German Tour Operators to maximise popularity and relevance

Maximising on Major Events and increased visitors to London

• Making guests feel like the experience is relevant and personal to them

• Acknowledging the event but also future guests

• Instagram moments

• Being able to update your product and move with the modern enhancements (both commercially and visitor experience)

Any Questions?