The Shard may not be fully let but, according to figures filed with Companies House, the operators of the building’s 800 ft high viewing platform made a pre-tax profit during 2013.
The figures cover the period between the official opening of the View from the Shard on February 1st 2013 to the end of the year. During this time Shard Viewing Gallery Management Ltd enjoyed a turnover of almost £20m from ticket sales, generating a pre-tax profit of a little over £5m.
At the close of the year 900,000 visitors had taken the journey to the summit of Western Europe’s tallest building to experience the unparalleled views across the capital. However this was 150,000 below initial expectations and, to put it in perspective, less than a third of the visitor numbers to the London Eye.
This shortfall may be explained by the steep ticket prices. Admission costs £29.95 for adult visitors turning up on the day and £24.95 for those booking in advance. Children’s prices are £23.95 and £18.95 respectively.
In comparison, a standard adult ticket for a 30-minute rotation on the London Eye costs £19.95 on the day and £17.96 if booked online. Children’s tickets cost £14.00 and £12.60.
The admission prices have provoked widespread criticism, including that of the Shard’s architect Renzo Piano.
“I agree it’s too expensive,” he told the BBC last year. “Because one of the aims of this building is to give London back to the people and to be public, so of course costing £25 is a bit too much, that’s for sure.”
Nevertheless, the Qatari owned company is satisfied with the visitor numbers, insisting they compare favourably with those of other new attractions during their first year.
In February the viewing platform marked its first anniversary by welcoming its millionth visitor. Paul Olding, from Kent, visited the Shard with his girlfriend, Julie Battell, to celebrate her birthday.
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