VE Plan SEG 2012 March 2007

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On Your Marks… Get Set… Go! Aim for Visitor Economy: To achieve an uplift in tourism and culture income to the region of £1billion over the 9 year period of the games (4 years before, 2012 & 4 years after) Objective 1 Optimise Tourism income from the Games Objective 2 Optimise Cultural Olympiad benefits from the Games Objective 3 Take full advantage of sporting events, venues and heroes in the South East Objective 4 Ensure a skills legacy is derived from the Games for the sector Objective 5 Ensure an enhanced tourism infrastructure and a public realm legacy Core role/objective of VE sub group and TSE Led by Culture and Communities sub group Led by Sports sub group – VE (Major Sports Events Manager) lead on events Led by Skills Education and Employment sub group Led by T & I SG – VE lead on service issues of ‘Welcome’ and improved accessibility Olympics related 2012 Olympics Motivated 2008 to 2016 Main venue - Kent Corridor Lead KTA/KCC Main venue - Gatwick Corridor Lead WSCC Main venue - Heathrow Corridor Lead W&MC Row/Canoe Venue - Eton Dorney Corridor Lead W&MC Key Visitor Economy Sub Group Actions Secure funding for Medis/PR Plan Joint work with VB & VL Lobby for flame to enter via Dover Lobby for the Gatwick Express Attract new major sporting events Service standards improved Improved Accessibility Regional Media Image work Lead TSE 1. Overview

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On Your Marks… Get Set… Go! Aim for Visitor Economy: To achieve an uplift in tourism and culture income to the region of £1billion over the 9 year period of the games (4 years before, 2012 & 4 years after) Objective 1 Optimise Tourism income from the Games (Core role/objective of VE sub group and TSE) Olympics related 2012 Olympics Motivated 2008 to 2016 Main venue - Kent Corridor Lead KTA/KCC Main venue - Gatwick Corridor Lead WSCC Main venue - Heathrow Corridor Lead tba Row/Canoe Venue - Eton Dorney Corridor Lead W&MC Regional Image and Awareness campaign DRAFT Increased media coverage of the region in key markets in the 4 years prior to the Olympiad Secure web exposure for SE products and destinations on Visit London, Visit Britain, and Visit England Improve the exposure for the SE in the many travel guides and souvenir publications Promote English Language Learning in the SE Promote best of the SE Utilise the power of the Paralympic Games to ensure improved accessibility Provide top quality collateral to the international media, including broadcast standard video, syndicated radio features and a photographic library Host familiarisation visits for the media. Regional Image and awareness campaign Lead TSE Kent Corridor Visitor Economy Actions DRAFT Work with Visit Britain to promote Kent’s “offer” to new audiences Raise the visibility of Kent’s tourism offer through a targeted UK campaign Provide advice within Kent to package and promote offer to target markets. Establish a feasibility study on the development of quality and accessible accommodation Deliver a new customer care initiative - Pride in Kent. Work with partners to develop and provide improvements in the welcome, quality and skills within Kent’s tourism economy Launch Kent’s Big Day Out in March 2007, growing it every year to support tourism within Kent Expand the Destination Management system supported by an e-marketing programme. Develop a research programme, based on models used successfully elsewhere in the UK Eton Dorney Corridor Undertake research by Sheffield Hallam University on event earnings potential Take full advantage of the status of Olympic venue Web-based marketing and information improvements in various languages Hotel park and ride scheme Brand for Games venue for local use TBA Gatwick Corridor Visitor economy Actions DRAFT Maximise the profile of the Gatwick Corridor Position the Gatwick Corridor as the ‘Gateway to the Games’ Secure increased levels of tourism from the short breaks, VFR and Business tourism sectors Optimise the benefits from the Cultural Festival 2. Visitor Economy

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On Your Marks… Get Set… Go! Aim for Visitor Economy: To achieve an uplift in tourism and culture income to the region of £1billion over the 9 year period of the games (4 years before, 2012 & 4 years after) Objective 2 Optimise Cultural Olympiad benefits from the Games Objective 3 Take full advantage of sporting events, venues and heroes in the South East Objective 4 Ensure a skills legacy is derived from the Games for the sector Objective 5 Ensure an enhanced tourism infrastructure and a public realm legacy Olympics related 2012 Olympics Motivated 2008 to 2016 Key Visitor Economy Sub Group Actions (Joint with other sub-groups) Draft Culture and Communities Sport Skills Education & Employment Transport & Infrastructure Customer Experience - Work with all ports, airports, rail stations and other points of entry to improve the welcome and the sense of arrival for overseas visitors arriving in and departing from the UK via the SE. Play a full part in the national Olympic cultural festival and help to promote regional events Take full advantage of Opening & Closing Ceremonies of the 2012 Games for the region and the Olympic Torch's arrival and route. Use SE sporting heroes and first class venues (Ascot, Bisley, Hickstead, Henley etc) to act as ambassadors for the Games and to inspire the region to realise the opportunities Attract 3 new Major Sporting Events (with associated legacy programmes per year to the region in the run up to 2012. Utilise the power of the Paralympic Games to ensure people with disabilities overcome the barriers to participation. Achieve improvements to accessibility Ensure sustainable tourism principles are deeply embedded in the plans for the visitor economy Develop the Welcome Host Customer Care Training packages to the Olympic standard 3. Cross Cutting

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