New ‘Old’ Business – The historic move of the London Dungeon, the literal elevation of a successful business

London Dungeon
Ben Sweet

General Manager
Madame Tussauds London

New ‘Old’ Business – The historic move of the London Dungeon, the literal elevation of a successful business

The London Dungeon, a journey through 1000 years of London’s murky past recreates various sinister and macabre historical events in a gallows humour style using a mixture of theatrical live actors, special effects and rides, in 2013, moved from the concierge’s ‘favourite’ labyrinth in London Bridge across a mere 2 miles to London’s Southbank, under the former County Hall, sharing their footfall with the London Eye. So how do you re-create an established ‘old’ business in a modern municipal building without changing the essence of the attraction post closure and departure after nearly 40 years in the dank archways of London Bridge and maintain business continuity? Should the architecture of the business, its brand and position in the London market be challenged? This presentation will share the pain(synonymous with the Dungeon), heartache, humour, challenges and ultimate successes of building a better Dungeon in only the way a Dungeon Master (since retired) can!