This document discusses strategies for maximizing the business benefits of major sporting events for London. It outlines insights on international visitor numbers and demographics. The document emphasizes developing infrastructure and facilities, as well as community involvement. It also provides examples of major sporting events taking place in the UK through 2020 and lessons learned from London 2012, including legacy benefits for tourism and economic impacts. Critical success factors identified include setting objectives, sustained funding, partnerships, and ensuring the whole city and country benefit.

1. events for LONDON
Maximising the Business
Benefits of Major
Sporting Events
David Hornby
Why Not?
Consulting Ltd
18th November 2009

2. 1. Scotland Insights
2. Why Events Matter and a Strategic Approach?
3. Some good practice examples
4. Critical Success Factors
5. Questions?
Agenda

3.  International numbers going down significantly
 Event attendees improving position and more sustainable
 Existing Markets UK / NA / Germany / France &
scandinavia
 New Markets BRIC counties – changing world order
 Age of Visitor getting older up - line with GB
• London & Glasgow differ.
 Health - Obesity on the Increase – No 2 in World
 Brand Perceptions possibly quite traditional
 Access & route development key to market
 MORE COMPETITION everywhere
Scotland Insights

4. 1. Scotland & Glasgow Insights
2. Why Events Matter and a Strategic Approach?
3. Some good practice examples
4. Critical Success Factors
5. Questions?
Agenda

5. LONDON / GLASGOW / SCOTLAND
Our strategy is aligned to a clear Vision for the city & country.
One that is exemplary and sustainable
Exemplary World Class City
Green City Accessible City for Prosperous Fair City
City People City
Events will not Events will be Events will Events will Events will
have a detrimental accessible to all promote London promote tourism, promote cultural
environmental as a cultural sporting and diversity in
impact. centre. cultural activity in London
London
Events will be on A city that Events will
a scale that can welcomes the promote tourism in
Events will
be readily world and London
promote London
managed within connects the
as a cultural
the designated world in one place.
centre and global
event venue or
sports hub
space.
A Place to Live, Work, Visit & Invest In

6.  Participation + inclusiveness
 High Media Profile
 Brand fit of Sport & Scotland
 Capacity building (officials, volunteers, etc)
 Health & sustainable development
Sports-led Rationale

7.  Competitive and Dynamic Brand
 Economic Driver in wider sense –
investment, jobs, skills.
 Economic Return specific to event.
 Showcase Glasgow & Scottish Culture &
Connect the People
 High level of repeat visitor – developing
“content motivator”
 Growth of short break market
Tourism & Destination Marketing

8.  Reach out and connect with existing and
new growth markets
 Next DECADE is OUR TIME!
Tourism & Destination Marketing

9.  2009 Twenty:20 World Cup Cricket
 2009 FIG World Gymnastics
 2009 ATP Tennis World Tour Finals (5 Years)
 2010 Ryder Cup – Celtic Manor, Wales
 2010 IRB Women’s Rugby World Cup
 2011 World Badminton Championships
 2011 UEFA Champions League Final
 2012 London Olympic & Paralympic Games
 2014 Glasgow Commonwealth Games
 2014 Ryder Cup – Gleneagles, Scotland
 2015 IRB Rugby World Cup
 2017 NFL Super Bowl (TBC)
 2018 FIFA World Cup (TBC)
 2019 ICC Cricket World Cup
A Great British Decade of Sport

10.  Reach out and connect with existing and
new growth markets
 Next DECADE is OUR TIME!
 Develop infrastructure and facilities
Tourism & Destination Marketing

11. New Venues & Facilities – “Content”

12.  Reach out and connect with existing and
new growth markets
 Next DECADE is OUR TIME!
 Develop infrastructure and facilities
 Community involvement & engagement
 PRIDE in “your city / country and what it
has achieved”
Tourism & Destination Marketing

13. 1. Scotland & Glasgow Insights
2. Why Events Matter?
3. Some good practice examples
4. Critical Success Factors
5. Practical Steps
6. Questions?
Today

14.  £1.47 billion tourism opportunity for London
 Legacy for tourism – jobs and businesses
 Global media exposure
 Increased marketing reach
 Hosting other events and hospitality
 5000 new homes,6 New Sports Facilities ,2.5 Sq
Km Olympic Park, New Transport infrastructure,
Stratford City
 Enhance London’s position in the world of Major
Sporting & Cultural Events
London 2012 Impacts

15.  Set SMART Objectives
• Brand Perception
• Digital @ Heart
• Meeting & Events Sector
• Leverage Commercial Brand Partnerships
• Role of Tourism in DESTINATION ECONOMIC STRATEGY
 Sustained Funding
 Build Strong Partnerships
 Major importance of Role & Strength of the DMO
 Don’t silo Events & Business Tourism – UNLOCK
DESTINATION
 Event Brand v Destination Brand
London 2012 Learning’s

16.  Commonwealth Games Federation / Glasgow 2014
 Athletes
 Officials & Coaches
 Media
 National CGF Committees
 International Federations
 National Governing Bodies
 Sponsors and Broadcast Rights Holders
 Non Sponsors
 Hospitality Agencies
 General Public
Know Your Potential Customers

17.  Flexible hospitality facilities –
• Restaurants, Venues, Hotels, Unique
Spaces, Public Spaces.
 Staff with local knowledge and insights
 Secure and safe environment
 Flexibility of service – opening times
 Cost effective solutions - no gouging!
 A joined up City – DMO Role Key
What do they need?

18.  Long term Vision – NOT About 2014
• 2020 – A strategy for the next decade
 Partnership Working – Private, Public, Voluntary
• Cities v State
 Sustained Funding
 Have Ambition and Be Creative
 DIGITAL & LIVE CONTENT – Merging experience
 Keep communicating – TRUSTED Information
 Get people involved and make sure SCOTLAND
AND GLASGOW benefits.
• Australian Circus v Beijing 2008
Critical Success Factors – GLASGOW 2014

19. events for LONDON

20. events for LONDON