Industry News

View from The Shard goes to next level with Legends deal

Shard Viewing Gallery Management (SVGM), operator of The View from The Shard visitor attraction in London, has announced a strategic partnership with the Legends Attractions division of US sports, entertainment and leisure company Legends.

The partnership between The View from The Shard, London’s tallest visitor attraction, and Legends will revolve around a five-year plan.

Legends will bring its operational acumen to the existing management at The View from The Shard, in an effort to deliver an experience unparalleled to any other in the capital. It will be focused on an engaging and immersive customer experience, which will take advantage of the unique attributes of The Shard, while adding innovative, technology-led entertainment and enhanced guest service.

Legends Attractions currently operates several observatory experiences across the United States, including One World Observatory in New York City, OUE Skyspace in Los Angeles, CEB Tower in the Washington D.C. metro area and Sky View Observatory in Seattle, with additional plans to operate SkyRise Miami.

Legends also works with some of the leading sports and entertainment venues worldwide, including English Premier League football club Manchester City’s Etihad Stadium; the Wimbledon tennis championships; AT&T Stadium, the home of NFL American football franchise the Dallas Cowboys; and Yankee Stadium, the ballpark of MLB baseball team the New York Yankees.

“Bringing the Legends team on board is a huge win for us,” Patrick Allen, chief executive of The View from The Shard, said. “Their extensive knowledge and expertise in uniquely redefining the attraction industry will take our business forward. This will allow us to deliver a new and exciting future that enhances our guest journey and makes us the ultimate London experience. There really are exciting times ahead.”

The long-term deal with Legends will allow The View from The Shard to take advantage of, and benefit from, the expertise and experience of Legends, as well as combined resources, access to international markets and industry knowledge.

SVGM and Legends will work together to create expanded and enhanced product offerings and a significantly enhanced guest experience. Coupled with Legends ability to drive significant operational advantages, SVGM forecasts increased global sales and continuing improvements to overall performance and profitability.

“With our extensive domestic acumen in the attraction space, we couldn’t be happier to partner with The View from The Shard and extend our 360-degree suite of services into Europe,” Andrew Hampel, president of Legends International, added. “Turning to Europe, Legends sees a massive opportunity to provide a world-class attraction experience, creating new memories with unrivalled views of Britain’s capital.”

Image: Liam Drew