Immersive at Frameless
Flying over India
STRATEGY, CONCEPT & EXPERIENCE DESIGN: Feasibility & Market Analysis Experts
Petersham Group Ltd.
Company Address: Sunnyside, Peter Tavy, Tavistock, Devon, UK PL19 9NP
Primary Contact Name: Keith Thomas
Job Title: Chief Executive Officer
Contact Details:
07739 386397 keith. thomas @ petershamgroup. com www. petershamgroup. com
Key Services / Specialism
• Developing a project brief, early-stage testing viability testing
• Managing all aspects of the development of venues, attractions and experiences
• Benchmarking, developing and testing concepts
• Options appraisals
• Feasibility Studies
• Business planning & financial modeling
• Master planning advice
• Funding advice & assistance
• Operational consultancy
• Executive management services
Sectors served:
• Theme Parks
• Museums
• Zoos & Aquariums
• Immersive Experiences
• Retailtainment
• Live Events
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WORKING ACROSS THE EXPERIENCE ECONOMY Established in 2003, Petersham Group brings huge experience of working across the Experience Economy internationally, as consultants, as developers and operators of visitor attractions. Our core focus is on advising on the funding, development and management of visitor destinations and attractions. Drawing on an extensive network across the sector, we bring a world-leading team to each project with real-world knowledge of the development and management of
Immersive at Frameless
Flying over India
After an international tender, Petersham Group, working closely with London-based architects, BCI Studios, recently undertook a project to define and plan the entertainment, leisure and tourism aspects of new city quarters, the‘ City Side Developments’, being developed alongside two of the airports under the management of Adani Airports in India. Carrying out an assessment of existing leisure provision and potential competition in the cities of Ahmedabad and Lucknow, they went on to analyse the current market, projects and destinations including museums, aquariums, visitor attractions, theme parks, FECs, historic & heritage properties, resorts, hotels and restaurants. We’ ve built up an enviable database that we use to reference data and to benchmark every project undertaken. This knowledge gives us a broad and dynamic base from which to identify emerging trends, to identify the key factors which lead to success and to avoid failure. We are here to help clients to translate ideas into viable leisure business propositions.
Frameless has redefined the experiential immersive art space in London. Situated in London’ s West End, it is the largest permanent multi-sensory experience in the UK. featuring four galleries and showcasing some of the world’ s greatest works of art, presented in ways never previously seen. Petersham Group advised parent company, Immersive Arts during the successful run of their Van Gogh Alive! temporary exhibition in Hyde Park in 2021 where it attracted over 250,000 visitors in 4 months. Based on this success, Frameless was conceived and developed at Marble Arch Place, opening in October 2022.
Petersham’ s role was to assess the potential market for the attraction, taking into account the likely recovery of tourism in London post-Pandemic, modelling likely annual attendances under different scenarios, generation of revenue and likely operating costs. Additionally, they managed the tender for the online booking and CMS system, developed a group & trade marketing strategy, and continue to work with the Frameless team as the business grows.
research future trends, highlight key market characteristics and behaviours of key user groups, and to assess likely demand.
Benchmarking against international examples, both of mixed-use destination developments anchored by leisure, and against international standard visitor attractions, the team proposed and agreed with the client a preferred mix of concepts in each location, drafting top-level business plans for each and locating them in the wider scheme, which also includes hotels and conference centre.