Leaflet reveals how city officials wanted to cash in on failed Marble Arch Mound

By Hannah Neary, Local Democracy Reporter

A leaflet has revealed all the big plans city officials had for the flopped Marble Arch Mound attraction.

Westminster City Council planned to hold a launch party and sell merchandise in celebration of the £6 million hill – before the project spiralled out of control, a new document shows.

The leaflet reveals how the Tory-led authority advertised the project to potential sponsors, with designs for tote bags, bus stops adverts and free tickets to a “launch gala”.

It shows investors in the mound could bid for sponsorship packages between £10,000 and £250,000 in exchange for free trips up the 25-metre hill, access to council events and adverts on mound merch like T-shirts, souvenirs and tote bags.

The leaflet for sponsors says: “Marble Arch Mound is expected to generate tens of millions of pounds in incremental spending for the local economy across the retail, hospitality and leisure sectors.

“Your brand will be on display on one of London’s most talked about attractions as visitors return to the city in large numbers this summer.

“This is a unique opportunity for brand exposure in one of the world’s leading destinations, enjoying unrivalled footfall and exposure to widest possible target audience, both in person and on social media.

“The striking presence of a new green mound will be visible from afar, drawing people to see it wherever they are in the area.”

The mound shut on January 9 after a six-month run, attracting around 250,000 people.

It is now being demolished and will be fully removed by May.

Conservative councillor Matthew Green said the authority has started to give the plants away across the community.

He added: “We are committed to reusing plants and materials from the mound wherever possible.

“So far nearly 1,000 plants have been delivered to schools and community projects across the city with more expected to be delivered this week.”

The mound quickly went viral after opening in July when plants fell off the surface and visitors were left underwhelmed by its “muddy” appearance.

The council spent a total of £6 million on the artificial hill in a bid to boost footfall to the West End.

Visitors were expected to pay between £4.50 and £8 to walk up the structure, but fees were axed soon after it opened once plants withered and dropped off the surface.

Pictures: Credit – Jacob Phillips