Alexandra Palace

What Alexandra Palace does

Alexandra Palace is a registered charity (Alexandra Park and Palace Charitable Trust, no. 281991) operating a 196-acre Grade II listed entertainment venue and public park in North London, founded in 1875 and known as "The People's Palace." The venue serves approximately 3 million visitors annually through a diversified platform of live entertainment and leisure products including the Theatre, Great Hall concerts (ticketed via DICE), year-round Ice Rink (public skating, lessons, and home to the Haringey Huskies and Haringey Greyhounds ice hockey teams), and outdoor attractions (Summit rooftop, Go Ape tree-top course, Boating Lake, Pitch & Putt). Supporting revenue streams include seven on-site food and beverage outlets, venue hire for corporate events and weddings, parking, Christmas seasonal programming, and the North London Book Fest literary festival. The Trust also operates Creative Learning and Hullabaloo children's education programs.

Revenue is generated through a mix of transaction-based ticket sales (with booking fees and a Restoration Levy), subscription/recurring ice rink memberships, patron and supporter donation programs (including £500-£4,000 seat and bench dedications with 10-year terms), and on-site F&B and attraction transactions. Distribution relies on direct website sales, ticketing partnerships with DICE and See Tickets, on-site box office, and a dedicated venue hire sales team. The organization differentiates through its 150-year heritage, Grade II listed status, and a 6-year accessibility transformation that produced Platinum Status on Attitude is Everything's Live Events Access Charter — making it only the third venue ever to achieve this distinction. Strategic priorities include the East Wing Restoration project, wetlands boardwalk development, and continued expansion of inclusive programming.

Name

Alexandra Palace

Legal name

Alexandra Park and Palace Charitable Trust

Website

https://alexandrapalace.com

Company type

Private

Founded year

1875

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131), Amusement and Theme Parks (713110), Nature Parks and Other Similar Institutions (712190), Historical Sites (71212)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Amusement Parks & Theme Parks (THAAAAAA)

akta.pro secondary industries

Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA), Outdoor Adventure & Action Sports Parks (Ski Resorts, Bike Parks, Skateparks) (MPAKAEAL), Fairgrounds & Expo Parks (THAHAAAH), Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG), Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

Keywords

• Live entertainment venue
• Ice rink operations
• Event venue hire
• Charitable trust venue
• Historic park recreation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Event Ticket Sales: Primary revenue stream from concerts, theatre shows, ice skating sessions, comedy, sporting events and special events. Tickets sold through DICE and See Tickets platforms with booking fees and restoration levies.
2. Venue Hire: Corporate events, private functions, weddings, filming and photography bookings across various spaces including Theatre, Great Hall, East Court, and outdoor areas.
3. Food and Beverage: On-site restaurants and bars including Phoenix Bar & Pizzeria, The Terrace, East Court Café, Boathouse Café, Grove Café, Ice Café, and 10th Hole Bar & Café.
4. Ice Rink Operations: Public skating sessions, learn-to-skate courses, ice hockey leagues (Haringey Huskies), patch memberships, and skate hire.
5. Attractions: Revenue from Go Ape tree-top adventure, Summit rooftop attraction, Boating Lake pedalo hire, and park activities including Pitch & Putt and Farmers' Market.
6. Patron Memberships and Donations: Ally Pally Patrons 12-month membership with benefits, Ally Pally Supporters recurring donations, bench and seat dedications, and general charitable donations.
7. Parking: On-site car parking including 1200 blue badge spaces.
8. Christmas Events: Seasonal Christmas programming including Ally Pally Christmas market, ice skating, and festive entertainment.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Alexandra Palace operates a historic Grade II listed entertainment venue and 196-acre park in North London under a charitable trust structure. It offers live entertainment, concerts, exhibitions, theatre, ice skating, family attractions (Go Ape, boating lake), creative learning programmes, food and beverage venues, and corporate/private venue hire services.

Product overview

Alexandra Palace is a charitable trust operating a 196-acre entertainment complex and public park in North London. The venue operates on a platform-plus-modules architecture centered around its historic palace building and parkland. Core offerings include the Ice Rink (public skating, hockey leagues, lessons), Theatre (live performances), and the Park (outdoor spaces). Supporting attractions include Summit rooftop adventure, Go Ape tree top course, Boating Lake, and multiple Food & Drink venues. The trust operates ancillary programs including Creative Learning (educational workshops), Hullabaloo (children's activities), Ally Pally Christmas (seasonal events), Venue Hire (space rentals), and North London Book Fest (literary festival). Membership and donation programs include Ally Pally Supporters, Ally Pally Patrons, and bench/seat dedication options. Sports teams Haringey Huskies and Haringey Greyhounds represent the venue in ice hockey leagues.

Differentiator

Problem solved

Functional benefit

Products and services

• The Park A 196-acre free public park surrounding the Alexandra Palace venue, offering green space, walking routes, and event lawns for visitors.
• Ice Rink Year-round and seasonal ice skating facility offering public skating sessions, lessons, leagues, and club use for general visitors and skating enthusiasts.
• Theatre On-site theatre presenting live performances, productions, and shows for general audiences throughout the year.
• Summit Large-scale live music and events space within Alexandra Palace hosting concerts, club nights, festivals, and headline performances.
• Go Ape (at Alexandra Palace) High ropes and treetop adventure course operated by Go Ape within the Alexandra Palace park, targeting families and adventure seekers.
• Boating Lake Boating lake in the park offering boat hire to families and visitors for leisure activities.
• Food and Drink Venues On-site restaurants, cafés, and bars providing food and beverage to visitors attending events and visiting the park.
• Creative Learning Educational workshops, programmes, and creative learning activities delivered by the trust for schools, young people, and community groups.
• Venue Hire Bespoke event hire service offering the Great Hall, Palm Court, East Court, Summit, and other spaces for conferences, weddings, exhibitions, corporate hospitality, and filming.
• Hullabaloo Children and family activity programme offering creative play, entertainment, and family-friendly events for younger visitors.
• Ally Pally Patrons Tiered membership programme offering patrons benefits and recognition in support of the charitable trust's heritage preservation mission.
• Ally Pally Supporters Recurring donation scheme providing ongoing financial support to the venue and park in exchange for supporter benefits.
• Dedicate a Seat Named dedication programme allowing supporters to dedicate a theatre seat in their own name or in memory of someone as a charitable contribution.
• Dedicate a Bench Named dedication programme allowing supporters to dedicate a bench in the park in their own name or in memory of someone as a charitable contribution.
• Ally Pally Christmas Annual seasonal Christmas programme featuring festive attractions, events, ice rink, and family activities during the holiday period.
• North London Book Fest Literary festival hosted at the venue featuring author talks, book signings, and literary programming for book enthusiasts.
• Haringey Huskies Ice Hockey Home ice hockey team playing matches, training sessions, and competitive fixtures at the Alexandra Palace ice rink for spectators and participants.
• Haringey Greyhounds Figure Skating Home figure skating club training and competing at the Alexandra Palace ice rink for participants and spectators.

Quantifiable outcome

• 3 million visitors annually
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Friends of Alexandra ParkcoreStrategic or Co-development Partner · 11 May 2026Crowdfunding partnership for wetlands boardwalk project. The Friends of Alexandra Park, alongside Alexandra Park and Palace Charitable Trust, launched a crowdfunding appeal for an accessible boardwalk through Alexandra Park's wetlands. The project aims to open access to the birdwatching platform for people of all ages and abilities.
• CrowdfunderminorGTM or Marketing PartnerCrowdfunding platform used for the wetlands boardwalk appeal campaign. Platform enables community fundraising for the accessible boardwalk project.
• Harringey CouncilcoreStrategic or Co-development PartnerCross-organisational project with Harringey Council and Transport for London to make Alexandra Palace train station more accessible, highlighting positive impact on the local community.
• Transport for London (TfL)coreStrategic or Co-development PartnerCross-organisational accessibility project with Harringey Council and TfL to improve station accessibility for visitors and the local community.
• Attitude is EverythingcoreStrategic or Co-development PartnerUK's leading disability-led charity improving access to live events. Alexandra Palace achieved Platinum Status on their Live Events Access Charter, assessed against 641 criteria over a 6-year transformative project.
• Business Disability ForumcoreStrategic or Co-development PartnerPartnership with Business Disability Forum for accessibility improvements. Won Disability Smart Customer Experience award and participated in case study development. Forum provides expertise on disability inclusion best practices.
• DICEcoreChannel Partner/ Reseller/ DistributorAuthorized mobile ticketing platform for Alexandra Palace Great Hall gigs. Tickets are digital-only and retrievable via the DICE mobile app with animated ticket images.
• See TicketscoreChannel Partner/ Reseller/ DistributorAuthorized ticketing agent for theatre shows and selected events. Handles ticket sales, booking fees, and distribution for events at Alexandra Palace.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The O2 (Arena): The O2 is London's flagship arena and entertainment district, directly comparable to Alexandra Palace as a major multi-purpose live events venue hosting concerts, comedy, sporting events, and attractions under a single destination brand.
• Royal Albert Hall: Royal Albert Hall is a Grade I listed historic London venue operating as a registered charity with year-round concerts, theatre, and educational programming — highly comparable to Alexandra Palace's heritage-charity venue model and diverse arts programming.
• Crystal Palace Park: Crystal Palace Park is a historic South London park with sporting and event heritage, sharing the large-public-park-plus-attraction model and charitable/community governance structure that defines Alexandra Palace's outdoor and family programming.
• Roundhouse: Roundhouse is a Camden-based charity operating a historic performance venue with year-round concerts, comedy, and creative learning for young people — closely mirroring Ally Pally's creative learning, theatre, and music programming mix.
• Sadler's Wells: Sadler's Wells is a London theatre charity specialising in dance and live performance with year-round programming and a patron/membership model — comparable on theatre programming, charitable trust structure, and donor revenue streams.
• Regent's Park Open Air Theatre: Regent's Park Open Air Theatre is a historic London outdoor performance venue with seasonal theatre programming — comparable on theatre programming, heritage venue positioning, and parkland setting with weather-dependent programming.
• Eventim Apollo: Eventim Apollo is a major West London concert venue hosting mid-to-large touring artists — directly comparable to Ally Pally's Great Hall concert programming and competing for the same London live music routing decisions.
• Olympia London: Olympia London is a Grade II listed historic events venue hosting exhibitions, conferences, and live events — closely comparable on heritage building constraints, venue hire business, and exhibition/product launch use cases.

Broad incumbents

• Wembley Stadium (and SSE Arena Wembley): Wembley is a larger, commercially operated London venue complex hosting concerts and sporting events at greater scale. Comparable as a destination for major tours and live events competing for the same artist routing decisions.
• ExCeL London: ExCeL London is a major exhibitions and events venue serving corporate, conference, and consumer-event demand. Comparable on venue hire, exhibitions, and product launches — overlapping with Ally Pally's East Court and corporate event offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Yourallypally
• YouTubeyoutube.com/channel/UCokPPHKEjs_E6ipz549nueQ
• Facebookfacebook.com/YourAllyPally
• LinkedInlinkedin.com/company/yourallypally
• Instagraminstagram.com/YourAllyPally
• TikToktiktok.com/place/Alexandra-Palace-22535796491653759

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alexandra Palace