The top of the tower is currently known as the Blackpool Tower Eye. At a height of 380 feet (120 m), the Eye is the highest observation deck in North West England. It was previously known simply as the Tower Top, until it reopened in September 2011. Reopening after a major renovation, new owner Blackpool Council brought in Merlin Entertainments to manage the attractions, with Merlin deciding to incorporate the tower into its range of "Eye" branded attractions