Improving 2.3million visitors experience
Madame Tussauds’ London, located on Marylebone Road in the City of Westminster, is one of the UK’s top visitor attractions, with 2.3 million visitors per year, and approximately 15,000 visitors per day at peak times of the year. Due to its immense popularity, busy queues can form outside the doors that require careful management by trained staff. Coaches set down and pick up parties of visitors outside the attraction throughout the day, and the proximity to Baker Street station and bus and tour bus stops, means that the footway areas and pedestrian crossings outside Madame Tussauds’ can become very congested.
NRP was commissioned by Merlin Entertainment, with support from the Baker Street Quarter Partnership and Transport for London, to review the visitor, traffic, coach and taxi operations at Madame Tussauds’ London and determine how the environment around the building might be altered to improve the visitor experience and minimise the impact of queues on passers-by. Services provided included the specification and analysis of traffic and pedestrian surveys, traffic engineering and initial traffic modelling, concept pedestrian infrastructure improvement scheme design, identification of preferred solution and initial scheme cost estimate.