Accommodation, leisure & events management: Innovative success stories. The London 2012 Olympic and Paralympic Games. Barbara Jamison (London & Partners)

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THE LEGACY OF LONDON’S
OLYMPICS
HOSTING THE GREATEST
SHOW ON EARTH
AGENDA • How London maximised hosting the greatest show on Earth
• Why London?
• The Olympics: A showcase for London
• Queen Elizabeth Olympic Park
• London’s wider new and improved offer
• Why Now?
• How you can maximise on London for your event
• How?
AGENDA

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IN NUMBERS • 204 Olympic and 164 Paralympic teams
• 10,490 Olympic and 4,200 Paralympic athletes
• 20,000 media from over 200 countries
• 70,000 volunteers
• 200,000 Games-time workforce
• 11 million tickets
• 170+ venues
• 26 Olympic and 20 paralympic sports
• Over 800 events leading to medals
LONDON 2012 IN NUMBERS
Events for London Steering Group
EfL STEERING GROUP
New Major Event Opportunities 2008-2014
2008 &
Annually
2009 2010 2011 2012 2013 2014
FIBA European
Basketball
Championships
Champions
League Final
Olympic
Test
Events
London
Olympic &
Paralympic
Games
IRB Sevens
World
Series
NFLGame
World Beach
Volleyball
Championships
(Golden Moments)
(Confirmed)
Tour of
Britain
(Start)
The Ashes
Series
Twenty20
World Cup
World Gymnastics
Championships
ATP World Tour
Final (until 2012)
ITU Triathlon
World Cup
World Tour Beach
Volleyball
FINA 10K & LEN 5K
Open Water (also in
subsequent years)
Modern Pentathlon
World
Championships
Badminton
World
Championships
NBA
All Star
Olympic
Test
Events
Track Cycling
World Cup
(test event)
Grand Départ
Tour de
France
(2014 or 2015)
European
Athletics
Championships
World Track
Cycling
Championships
World Hockey
Cup
BMX World Cup
Tour De
France
Stages
Heineken
European Rugby
Cup Final
NBA Game
English
Open Table
Tennis
London X Games
Red Bull
Air Race
London
Grand Prix
(Athletics)
Table Tennis
World
Championships
CASE CASE STUDY NFL
KEY OBJECTIVES
 To help position London
as the global hub for the
business of sport
 To profile London as the
destination of choice for
major sports events
 To generate media
exposure in London’s key
visitor markets

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BRINGING
THE CITY
TO LIFE
• Cultural Olympiad
• The London 2012 Festival
• BT London Live programme
• Live music, coverage on giant
screens, ‘have a go’ sports
zones
• Olympic Torch Relay
• Discovery trails
• Dressing and animating the City
A SUMMER LIKE NO OTHER
LOOK AND CELEBRATIONS PROGRAMME
GAMES TIME LEGACY CITY DRESSING

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CITY DRESSING CITY DRESSING
CITY DRESSING SHOWCASING LONDON

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NOC HOSPITALITY HOUSES
BRAND ACTIVATIONS
Austria House Czech House Qatar House
Casa Brasil Casa Italia Holland House
POP UP SPACES
Forman’s Riviera House of Nations- Tower of London
The Retreat - At the Brewery
THE SPONSORS
IOC Worldwide Sponsors
THE SPONSORS
LOCOG Domestic Sponsors

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LONDON MEDIA CENTRE
ONLINE
SUCCESS
• Olympic digital results
• 431million visits
• 109million unique users
• 15million app downloads
• 4.72billion page views
• 4.7milion social followers #london2012.com
ONLINE SUCCESS
Why London?
Why Now?
How?How?
Access
More than 1,000
event venues
More than
125,000 bedrooms
Value for Money
London effect
Diverse choice
WHY LONDON

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THE OLYMPICS: A SHOWCASE
PEOPLE
• The experience & skillset of our event industry
• On time, on budget, on spec: A global success
• Volunteering culture
• A TRUE city wide operations group
• London’s skills in welcoming visitors to the city
PLACES AND PRODUCT
• London can adapt its landscape and offer
• London now offers over 102,000 hotel rooms
• Retail
• Attractions
• Regeneration
• £6.5 billion transport upgrade
PERCEPTIONS
• London delivered the BIGGEST event in the world
• Showcased the city to a global audience of over 5 billion
• Increased the city’s desirability as an events location
A SHOWCASE
THE OLYMPICS: A SHOWCASE
• PEOPLE
• PRIDE
• PARTNERSHIP
• PERCEPTION
• PRODUCT AND PLACES
• PERSONALITY
• PERMUTATIONS
• PIPELINE
A SHOWCASE
• Events spaces and waterways,
hosting a range of cultural and
community events
• Up to 1 million visitors per year to
the ArcelorMittal Orbit
OLYMPIC LONDON
Queen Elizabeth Olympic Park
• Queen Elizabeth Olympic Park
Gateway with Aquatics Centre, pop-
up restaurants, bars and other
attractions
The
Stadium
Mixed-use
Arena
ArcelorMittal
Orbit
South Park
Hub
Outdoor Event
Spaces
Aquatics
Centre
OLYMPIC LONDON
Queen Elizabeth Olympic Park
• 560 ACRE SITE
• 15 OUTDOOR EVENT SPACES
• 5 WORLD-CLASS SPORTING VENUES
• OVER 1,000 HOTEL ROOMS WITHIN SHORT WALK
• 195 TRAINS PER HOUR FROM 9 OVERGROUND AND TUBE LINKS
• 15 MINUTES TO THE CITY, CANARY WHARF AND EXCEL
• 7 MINUTES TO ST PANCRAS INTERNATIONAL
• 1 HOUR TO LONDON HEATHROW AIRPORT

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One Park, two distinct characters
South PlazaSouth Plaza
North ParkNorth Park
NEW LONDON
EXPERIENCES
YOU SHOULD
KNOW ABOUT
SOUTH PARK HUB
Area: 170 m2 flexible space
Capacity: 150 for dinner or drinks
Available: Spring 2014
Ideal for:
• intimate events with a creative
feel
• Drinks reception on the roof
terrace overlooking the South
Park
• Private concert in the gardens
Olympic Stadium60,000 Capacity ‐ Seated (Field of Play in Use) – Expandable to 80,000
85,000 Capacity ‐ Seating and Standing (Concert format)
Check stats
Make images rotate (5 secs each)
Add floor plan
NEW LONDON
EXPERIENCES
YOU SHOULD
KNOW ABOUT
MULTI-USE ARENA
Area: 2,743m2
Capacity:
7,500 conference
2,000 Gala dinners
Available: Summer 2013
The first venue to open.
Ideal for:
• Tournaments
• Trade shows
• Conferences
• Gala dinner
• Concerts

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NEW LONDON
EXPERIENCES
YOU SHOULD
KNOW ABOUT
AQUATICS CENTRE
Area:
2 x 50m swimming pool
1 X 25m diving pool
Capacity:
2,500 seated
500 poolside dining
Available: Spring 2014
Moveable floors create a dry space
Ideal for:
• Gala dinners
• Team building
Velodrome
World‐leading indoor cycle track
Capacity for an audience of 6,000
Sits alongside cycle circuit and BMX track
NEW LONDON
EXPERIENCES
YOU SHOULD
KNOW ABOUT
ARCELORMITTAL ORBIT
Area:
270m2 upper platform
190m2 lower platform
Capacity:
300 across two levels
Available: Spring 2014
UK’s tallest sculpture
Ideal for:
• Intimate yet impactful events
• Drinks receptions
• Fine dining
• Press launches
THE WIDER NEW & IMPROVED
LONDON OFFER
ALOFT LONDON EXCEL
• The ONLY hotel within
London’s International
Convention Centre, ExCel
• Opened in time for the Olympic
Games
• Over 250 bedrooms
Aloft
BULGARI LONDON
• All-new five-star hotel
• Enviable location in the heart of
Knightsbridge
• Entire floor dedicated to high-
quality events, including
Ballroom to seat 160
• 85 bedrooms and suites
BULGARI
ME Hotel
ME HOTEL
• Splendid location on the Strand
with easy access to Covent
Garden and Trafalgar Square.
• Roof terrace with stunning
views over London
• Over 140 bedrooms
THE EMIRATES AIR LINE
CABLE CAR
• A new and unique London
experience
• Crossing the Thames to
connect Greenwich Peninsula
and the Royal Docks in just five
minutes.
Emirates Cable Car
O2 Arena Roof Walkway
O2 ARENA ROOF WALKWAY
• Exhilarating experience
walking across the roof of the
iconic O2
• 360° views of London and its
many landmarks
Westfield Stratford
WESTFIELD STRATFORD
• A £1.4 billion project
• Europe’s largest urban
shopping mall with cinemas,
restaurants, a casino and one
million visitors a week

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AND MUCH MORE ….
Why London?
Why Now?
How?How?
MAXIMISE • Use the ‘Olympic effect’
• Take advantage of the media coverage beaming
positive city images worldwide
• We have seen heightened interest in London
since the Games
• Use the newly created expertise:
• eg 4,000 people have been through a
stringent training programme for the Games
HOW EVENT PLANNERS CAN
MAXIMISE ON MAJOR EVENTS

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MAXIMISE
HOW EVENT PLANNERS CAN
MAXIMISE ON MAJOR EVENTS
• Major events like the Olympics upgrade the city –
use it whilst its new:
• Transport
• Venues
• Open spaces
• People
• During a major event - get in early for corporate
hospitality
• Brand activations
2013
2015
2017
NEW MAJOR EVENTS
COMING TO LONDON
• Annual Cycling Mass Participation event: Queen Elizabeth
Olympic Park and across London
• ATP Tour Finals: The O2
• Euroleague Basketball Final Four: The O2
• ITU World Triathlon Series Grand Final: Hyde Park
• Rugby League World Cup:Wembley Stadium and across
England
• EuroHockey Championships: Lee Valley Hockey Centre
• ICF Canoe Slalom World Championships: Lee Valley White
Water Centre
• IRB Rugby World Cup:Twickenham Stadium and other
venues across London and England
• IAAF World Athletics Championships: Queen Elizabeth
Olympic Park
And there are more bids in the pipeline with announcements forthcoming.
ARCOR
OLYMPIC
INCENTIVE
PROGRAMME
• The aim was to reward Arcor’s top performing sales people with
an incentive programme in London over the Olympics:
• Wembley National Stadium
• 12 private capsules on the EDF Energy London Eye
• The O2 to watch the men’s basketball
• St Paul’s Cathedral and the Tower of London
• Oxford Street, Regent Street and New Bond Street.
• Athletics at the Olympic Stadium
• Stadium tour of Chelsea Football Club
OLYMPIC INCENTIVE
CASE STUDY
“We always recommend London to our clients because it is a truly
magnificent city with a lot of cultural, entertaining and unique activities
on offer to incentive groups.” Arcor
Why London?
Why Now?
How?How?

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LONDON &
PARTNERS:
THE OFFICIAL
CONVENTION
BUREAU
We are the EXPERTS
We are PROVENWe have the CONNECTIONS
Knowledge of ALL London venues and hotels
We introduce you to London’s best agencies,
venues and destination marketing companies
(dmcS) and professional conference
organisers (PCOs).
We have helped deliver hundreds of successful
conferences and corporate events.
HOW YOUR EVENT CAN
SUCCEED
IMAGINE YOUR EVENT IN
LONDON
INSPIRING
EXPERIENCES
“London offers some of the most exciting experiences on the
planet. West End shows, tours of the Olympic Park, high-octane
river parties, royal palaces, Michelin-starred restaurants, world-
class shopping — for incentive planners, the city has it all.”
Frank Davis, Incentives planner
TECH CITY: LONDON
 Tech City is the fastest growing tech
cluster in Europe – now over 500
companies.
 It stretches from Shoreditch and Old
Street – on the fringe of The City of
London, to the Olympic Park in Stratford,
East London.
 Grew organically without government
intervention
 Tech City Investment Organisation
set up to promote the area:
 www.techcityuk.com

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WHO IS IN TECH CITY? TECH CITY: LONDON
 Tech City is the fastest growing tech
cluster in Europe – now over 500
companies.
 It stretches from Shoreditch and Old
Street – on the fringe of The City of
London, to the Olympic Park in Stratford,
East London.
 Grew organically without government
intervention
 Tech City Investment Organisation
set up to promote the area:
 www.techcityuk.com
INITIATIVES
 Networks
 Universities
 Recruitment
 Mentoring and investment programme
 Race for Apps and Digital Shoreditch
INVESTMENT
 Angels in the City
• The UK has the best tax breaks for angel investors in the world
 City Meets Tech
 Attracting VCs
• Index announced new late stage fund on 9th Nov
 Reinvention of seed funding
• Initiative by Anil Hansjee, ex head of corporate
development Google EMEA
 Encouraging recycling of wealth

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BUSINESS SUPPORT
 R&D tax credits increase from 200-225%
 Entrepreneurs visa
 Improved Controlled Foreign Company rules
 Corporation tax reduction – lower than Germany
and US
 Entrepreneurs relief from Capital Gains Tax
doubled
 Enterprise Investment scheme tax break
increased from 20% to 30%
 More sensible cost effective legal structure than
other European countries around:
• Data protection
• IP
• Company registration
WHY INVEST IN TECH CITY
 THE PLACE: At the heart of London, the leading international business hub
and the number-one European location for IT.
 THE BACKING: Commitment from government; backing from industry,
banking and academia.
 THE CASH: Access to London’s world-leading financial services sector and
Europe’s largest VC community.
 THE SPEED: Cutting-edge ICT, digital and creative facilities, including
those available at the Olympic Park post 2012; priority area for superfast
broadband.
 THE TALENT: Access to an established and growing community of tech-
focused companies and people.
 THE CONNECTIONS: World-class international transport links, with
Eurostar rail terminal and major airports close by; proximity to leading
technology universities.
 THE BUZZ: Vibrant multi-cultural commercial and social scene, creating a
buzz to generate new ideas and innovation and attract the best talent.
“East London has an incredible
buzz and a real concentration of
talent. It’s a great place to be to
help your tech company grow
and thrive.”
ELIZABETH VARLEY CO-FOUNDER & CEO,
TECHHUB
TECH CITY BUZZ
“I’ve been in London for six years and the tech scene has never been as
vibrant as it is now. As a VC who has to pick what to invest in, it’s
getting harder and harder because there are so many great
companies to choose from…and that’s a really good sign.”
Sitar Teli, a Senior Associate
Doughty Hanson Technology Ventures
“There’s a buzz in London at the moment, and that energy and optimism
is only going to grow over the coming months as we build up
to the Olympics in 2012. One of the UK’s strongest industries
is its creative sector – and it’s the coming together of content creators
with people from a more tech based background that’s one of the most
exciting movements going on in London right now.”
Oli Madgett, co-founder of We R Interactive
Source: thenextweb.com June 2011