ON a clear day, the striking view of London’s skyline is visible from Alexandra Palace. The gardens that surround the landmark structure are impeccable. The grounds are a dream for walkers, joggers and cyclists and there is even a bar with outdoor seating — simply ideal for a warm summer’s day.

Yet despite its obvious charms, the palace is not always the first choice for a day out. ELIZABETH PEARS finds out why this may be set to change.

The woes of Alexandra Palace are both plenty and well-documented. The botched deal with developers Firoka, the subsequent High Court battle, sealed-off rooms riddled with asbestos and an upcoming lawsuit lodged by its spurned former development partner. And amid all of this, it is still a burning hole in the pockets of Haringey Council.

After Firoz Kassam, the owner of Firoka, pulled out of the deal, the palace was once again left in the council’s care under the Alexandra Palace Trading Company.

It plunged £2 million into the palace last year and expects to do the same again over the coming 12 months, while palace profits are just £500,000 a year.

In December 2008, Rebecca Kane, a former English Heritage visitor operations director, joined the team confident she would be able to turn the palace’s fortunes around. Her dream is not only to create a successful business but also to make Ally Pally a destination to rival other north London gems like Primrose Hill and Hampstead Heath.

Three months ago, the company hired James Goldberg to take on the role of head of vatering to help win fans through the old-fashioned channel — the stomach.

"Everyone loves food", said Mr Goldberg who has worked in catering at the 02 Arena and as operations manager for Chelsea Football Club.

He added: "My role has been to devise new menus that will appeal to any type of visitor. Whether it’s great food for the ice rink cafe, the Phoenix or a proper meal for conferences and banquets we want to be able to cater for any type of food in accordance to the seasons.

"In the summer we are opening a beer garden, which will be sponsored by a brewery, and people can come and enjoy the views, a barbeque and some jazz music. It will be a fantastic way to spend the evening."

Mr Goldberg, who hails from Leeds, followed his father’s footsteps into catering. Enticed by the bright lights of the big city, the ambitious young man took a job at Chelsea Football Club dealing with high-profile clientele and then played a hand in the development of the O2 Arena including VIP.

He said: "I took this job because I wanted a challenge. I love a challenge.

"We are all driven by the same goal to turn Alexandra Palace into a destination. Somewhere people want to visit. It is no longer just about corporate events but also about appealing to the community. Look at the views around here, and the architecture, the history — Alexandra Palace is a serious contender."

Mr Goldberg also hinted there may be plans to rebrand and rename Phoenix Bar which opens daily from 10.30am to 11pm.

Rebecca Kane, managing director, said: "James joins Alexandra Palace at an exciting time. The venue is evolving and James’s extensive experience of catering at world-class venues will positively contribute to the exciting future plans we have for Alexandra Palace".