London 2012 Olympic Games & Paralympic Games : London 2012 Olympic Games & Paralympic Games Presentation to BTDC
19 April 2006
2012 Key dates : 2012 Key dates Olympic Games:
Friday 27 July – Sunday 12 August
Paralympic Games:
Wednesday 29 August – Sunday 9 September Six years, three months and eight days to go …
“The world’s biggest peace-time logistical operation” : “The world’s biggest peace-time logistical operation” 220 nations
10,250 athletes (+ 4,000 in Paralympics)
6,000 coaches and officials (+ 2,300 in Paralympics)
5,000 Olympic Family
20,000 press / media
7,000 Official sponsor representatives
9.6 million tickets (4.3 million @ <£20)
Venues : Venues London – Olympic Park, ExCel, Greenwich, Docklands, Regents Park, Hyde Park, Lords, Wimbledon, Horseguards Parade, Royal Artillery Barracks, Wembley
Rest of UK – Eton Dornay, Weymouth & Portland, Hampden Park, Millennium Stadium, Old Trafford, St James’ Park, Villa Park
London 2012 Objectives : London 2012 Objectives To host an inspirational, safe and inclusive Olympic Games and Paralympic Games and leave a sustainable legacy for London and the UK 1. To stage an inspirational Olympic Games and Paralympic Games for the athletes, the Olympic Family and the viewing public 2. To deliver the Olympic Park and all venues on time, within agreed budget and to specification, minimising the call on public funds and providing for a sustainable legacy. 3. To maximise the economic, social, health and environmental benefits of the Games for the UK, particularly through regeneration & sustainable development in East London 4. To achieve a sustained improvement in British sport before, during and after the Games, in both elite performance - particularly in Olympic and Paralympic sports – and grass roots participation
Slide7 : Government – funding, legislation, lottery, wider benefits for UK involving national, regional and local level
GLA/LDA/TfL - funding, assembling land and obtaining planning permissions, wider benefits for London and transport
Olympic Delivery Authority (ODA) – responsible for delivering venues and infrastructure
London Organising Committee for the Olympic Games (LOCOG) – responsible for staging Games
British Olympic Association (BOA) - responsible for safeguarding Olympic values and delivering TeamGB London 2012 delivery bodies
…and their relationships : ODA LOCOG Olympics Minister LOCOG …and their relationships
Supporting delivery structures : LCWG Supporting delivery structures IDG Nations and Regions Group
9 English Regions and DAs, plus national & regional sports bodies & VisitBritain
Local Working Groups
Business & community engagement across UK
Tasked with developing & delivering regional Olympic plans
Interdepartmental Steering Group
Whitehall Departments, DAs and Regional reps
Strategic oversight of Govt contribution to the Games and Olympic programme London Coordination Working Group
GLA, LDA, TfL, borough and community reps and other London stakeholders
Coordinating London contribution to the Games and Olympic programme
NRG
Progress since 6 July : Progress since 6 July London Olympic Games & Paralympic Games Bill (received Royal Assent on 30 March)
Olympic Lottery
Key ODA and LOCOG appointments
Work commenced on & design team chosen for Olympic Park site
80,000 registered volunteers
National Business Summit & regional roadshow plans
First progress reports to IOC Co-ordination Commission
London 2012 - The tourism opportunity : London 2012 - The tourism opportunity
Our main tourism challenges : Our main tourism challenges Ever more competition
Time-poor audiences
Quest for exotica, escapism & experiences
Providing value for money
Breaking new markets
Reaching younger customers
Injecting passion and excitement into our brand
The answer …
London 2012 – the scale of opportunity : London 2012 – the scale of opportunity Barcelona 1992 – doubled number of international visitors during following decade & became 6th most attractive European city to locate in and do business
Sydney 2000 – prompted a 700% increase in web traffic to the ATC and generated over £1.5 billion for the Australia’s visitor economy
Athens 2004 – TV audience of 3.9 billion, on 300 channels in 220 countries with 35,000 hours of coverage, plus an estimated 21,500 media attending the Games, many of them unaccredited
London 2012 – the scale of opportunity : London 2012 – the scale of opportunity Between 50 – 70% of the net economic benefit of staging the Games, measured over a 7-10 year period, will accrue through tourism
Early estimates suggest the Games might generate around £2 billion for Britain’s visitor economy
Almost two-thirds of this growth will occur in the four years after the Games
London 2012 – the scale of opportunity : London 2012 – the scale of opportunity Two types of Olympic tourism:
Olympics-related tourism
- athletes, officials, sponsors, spectators & media in the run up to and during the actual Games
Olympics-motivated tourism
- additional tourist visits to and business events in Britain as a result of heightened interest in the destination
What might this look like? : Much of this will be “substitute” tourism What might this look like? Source: VisitBritain, April 2006 (NB BRICS = emerging markets)
Tourism 2012 objectives : Tourism 2012 objectives To grow London & UK’s visitor economies faster than would otherwise be possible
To reap the economic benefits throughout the UK
To maximise the long term legacy
To set new standards for how tourism can be integrated into major international events
To become the case study of the future
Tourism 2012 opportunities: Image : Tourism 2012 opportunities: Image Align as closely as possible with the Olympics brand values to reinvigorate Britain’s image & appeal to tomorrow’s travellers
Bolster the contemporary aspects of the Britain brand by injecting more passion and vibrancy
Reduce our dependency on Western Europe & mature markets by appealing to new markets
Tourism 2012 opportunities: Media : Tourism 2012 opportunities: Media Build on/influence the immense media coverage of the Games & associated events/festivals
Equal attention given to both accredited and unaccredited media
Create a 60-day global documentary on Britain – plus before and after…
Exploit the huge potential created by 2012 as the world’s first truly digital Games
Tourism 2012 opportunities: Events : Lever our 2012 Bid win to attract more sporting & international events, conferences & conventions
Focus on industry sectors with a natural allegiance to Olympics, including sports
Package existing events together to create themes/campaigns/major events that are greater than the sum of the parts
Work with partners throughout Britain to drive international & domestic tourism
Tourism 2012 opportunities: Events
Tourism 2012 opportunities: Standards : Use Olympics as catalyst for addressing the variable quality of UK tourism product
Get majority of guest accommodation quality assured & engage attractions behind single agenda
Make our accommodation & attractions as strong a driver as our culture, heritage & sport
Lever the 2012 Paralympic Games to address gaps in the National Accessibility Scheme
Tourism 2012 opportunities: Standards
Tourism 2012 opportunities: Profile : Use Olympics to place tourism firmly on the national agenda by:
Attracting new commercial and non-commercial partners for the sector
Securing long-term investment and support for tourism
Strengthening awareness of the key tourism bodies
Promoting tourism as a sustainable legacy for the Games
Tourism 2012 opportunities: Profile
Tourism 2012 - Critical Success Factors : Tourism 2012 - Critical Success Factors Learning
Learn as much as we can from previous Games, their organisers and their respective tourist bodies
Identify exactly how tourism can support the IOC’s objectives, eg youth, uniting sport & culture, celebrating humanity & understanding
Work inside the tent, ie with IOC & LOCOG’s partners to add even more value to packages
Tourism 2012 - Critical Success Factors : Tourism 2012 - Critical Success Factors Timing
Start as early as possible
Concentrate on understanding the Olympic brand and building relationships within the Olympic family before launching activities
Set milestones and targets early but recognise that strategies – and key players – will change over six years
Beware Olympic cycle through euphoria to disenchantment
Tourism 2012 - Critical Success Factors : Tourism 2012 - Critical Success Factors The Handover: Beijing 2008
Britain needs a major presence (at Atlanta ’96 there were c.500 Australians watching, learning & building relationships)
The handover is all about the destination, making it a major tourism opportunity
Our marketing programmes must kick-in as soon as torch is handed over and culture festival begins
Tourism 2012 - Critical Success Factors : Post-Games
Long-term vision is critical: the circus moves on very quickly
LOCOG is responsible for delivering the Games only
Our post-Games marketing needs to kick in with a vengeance while the Games’ organisers are still nursing their hangovers Tourism 2012 - Critical Success Factors
Tourism 2012 - Critical Success Factors : Managing Expectations
The Games are a long-term investment and not a short-term money spinner
Not every nation will want or can afford a prep/training camp, and most teams are very small
The competitions are predominantly taking place in London
Tourism 2012 - Critical Success Factors
Tourism 2012 - Critical Success Factors : Tourism 2012 - Critical Success Factors Partnerships
Presenting a co-ordinated front to the Olympics family is critical
VisitBritain & Visit London must work together on every aspect
While some jostling for position is inevitable there is room for everyone
Next steps : Next steps ‘Olympic Tourism Forum’, June 2006
To sketch out a combined vision of how British tourism might develop over the next decade
To share our learnings about the tourism opportunities presented by the Games and thus manage the industry’s expectations
To outline the particular vision & action plan for London & opportunities for the rest of the UK
Industry-wide consultation
Launched at ‘Forum’, with a three-month consultation period
Tourism 2012 Strategy launched end 2006