i360 critics are urged: Try it, you might like it

Steve Bax said he would like to see the venue make more of a difference in the community as it moves into its second year of operation.

Mr Bax officially started working at the British Airways-sponsored attraction at the start of July having joined from English Heritage.

He admitted the 170 metre tall observation tower would not win everybody over in the city but encouraged local naysayers to take a ride to see their city from a new perspective.

Mr Bax replaces former chief executive Eleanor Harris who announced she was leaving just seven months after the i360 opened.

The 46-year-old has more than a decade in the tourism sector and left his role as English Heritage’s historic properties director for London and the East to take up the role.

Mr Bax said the two roles were similar in their objectives; to ensure visitors had a good time out and push for commercial growth to ensure venues were not a “drain on public finances”.

i360 architect David Marks said appointing a candidate of Mr Bax’s qualities took time but a senior manager at the attraction stepped in as interim head while the appointment was confirmed.

Mr Marks said: “Appointing someone of Steve’s calibre takes time, they have a notice period to work out and we’re incredibly happy with the choice we have made. I think he brings with him vast amount of experience and an ethos from English Heritage which will do very well for us and the city. Now Steve is in place we will see a lot of great things in the future.”

The venue attracted 500,000 visitors in its first year, 200,000 fewer than predicted in the 2013 business case.

Among its second year targets, Mr Bax said: “We always need a growth in our visitor figures as every attraction in Brighton will be asking for.

“Where I would like to make more of a difference is in our community outreach and how we work with local communities and the business community. That we all work for the benefit of Brighton.”

The attraction has not been without its critics in its first year with some residents still resistant to its charms - particularly because £36 million of public money was needed to fund its construction.

Mr Bax said: “Some people will always be very critical of it.

“I don’t think we will get the whole city’s support, there will always be somebody who is unhappy about an aspect of what we are doing or what the council is doing.”

‘ARCHITECTURALLY, YOU EITHER LOVE IT OR YOU DON’T’

The Argus (TA): How does your role as MD of the i360 compare with previous roles you’ve had?

Steve Bax (SB): My previous career has always been in the commercial world. From newspapers from when I left school, I dipped into radio for a bit and then I ended up with English Heritage which was very different to anything I had ever done.

At the time, English Heritage were looking for people with a commercial background because they were suffering from government cuts and they needed their properties to generate more income for them.

My job was ensuring people had a good day out. What I was tasked to do with English Heritage and the task I have here is the same – to make sure people come to Brighton and have a fantastic day out, and more importantly they want to come back and next time stay over for a couple of days because there is so much to do in the city.

This is a business and I’m here to ensure we pay back all of our loans to everyone who has supported us. This is a key driver for me and similar to my time with English Heritage when I had to ensure my properties were paying for themselves and not a drain on the public purse.

What have you learnt in your first month in the role?

I did a lot of research. I was aware of the project from the beginning so I was aware there was some controversy with the project locally. I think what I have learnt in the month I have been here is just how opinions have changed over the past year.

People come off the attraction saying, “Wow!”.

What, in its second year, does the i360 need to do better?

We always need a growth in our visitor figures, the same as every attraction in Brighton will be hoping for. That is a given and we will strive for growth every year going forward.

Where I would like to make more of a difference is in our community outreach and how we work with local communities and the business community. We all work for the benefit of Brighton.

We are all here to keep Brighton as vibrant as we possibly can.

I don’t think there will be too many tweaks in the second year.

As an attraction it works very well. Our customer service is fantastic and our visitor feedback is very good.

I don’t see any need to change it. Our schools programme gave free tickets to 39,000 school pupils within Brighton – that has been great. The joy they had on their faces was just beautiful.

I didn’t realise it but I’ve been told there are some children on the outskirts who have never been down to the seafront. I find that quite sad. The fact we have been able to bring those kids down for a great day out is wonderful. hopefully they’ve learnt something and experienced Brighton seafront.

Going forward, every reception class kid will get a ticket, so we are going to keep that momentum going for future years.

Do you think there are people in the city you will never be able to convince about the merits of the i360?

I don’t think we will get the whole city’s support.

There will always be somebody who is unhappy about an aspect of what we are doing or what the council is doing.

We have to look at the bigger picture of what we are doing. We are giving the council money they wouldn’t have had if we were not here.

I would challenge the local population that this money is available and everyone has an influence where this is spent.

Some people will always be very critical of it. Architecturally you either love it or you don’t. We’ve won nine awards, we’ve had national recognition from professionals across the board who’ve said just how amazing the structure is architecturally and how stunning it is.

But I would say, come and have a go. If you love Brighton through and through, you see Brighton from a completely different perspective going up in the pod.

Shouldn’t this be the year that you are able to hit your targets because the novelty of the attraction is so strong in the first year?

Our ultimate goal is that people have a fantastic experience and come back again.

They go away and say what a fantastic experience they’ve had.

In our TripAdvisor reviews, so many people say this is a must-do.

If you’re coming to Brighton, you must go on the i360.

And I can’t ask for anything more than that.

You can’t buy that, that’s someone’s personal experience and has a bigger impact than any leaflet or poster I could put out there.