Maximising The Legacy From Major Events - A Venue Perspective From London 2012 #ICCA12 SUNDAY 21/10/2012


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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit

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  • Media coverage, on time, on budget, welcome, iconic landmarks, quirky, paralympics, Experience, training, volunteering culture Transport, hotels, attractions, retail, spaces, look & feel, Accessibility - £4m Southbank accessibility upgrade; Inclusive London Website; Destination London on line training; Planning regs for hotels/venues (1.2m or 16% of total London pop are classified as disabled) plus tools – LECC; MESG; FPPC; Volunteers; LMC; Pipeline :12 major Congress bids, 6 major event bids - presentations, and showcase events; media exposure, campaigns, 2017 IAAf 2015 European Hockey Fina swimming 2016 2016 Cycling Canoe Slalom…
  • ADDITIONAL SLIDES WITH PICS IF YOU WANT THEM Bottom right shows our game-makers volunteers – a sample of some of the 70.000 people who volunteered Bottom left of the para logo on the national portrait gallery The Paralympic motto is "Spirit in Motion". The symbol of the Paralympic Games is composed of three "agitos", coloured red, blue, and green, encircling a single point, on a white field. The agito ("I move" in Latin) is a symbol of movement in the shape of an asymmetrical crescent.
  • Light projections were screened on our historical and monumental buildings such as parliament
  • Maximising The Legacy From Major Events - A Venue Perspective From London 2012 #ICCA12 SUNDAY 21/10/2012

    1. 1. 51st ICCA Congress Maximising the legacy from major events – a venue perspective from London 2012International Congress and Convention Association.Twitter: #ICCA12
    2. 2. 51st ICCA Congress James Rees, ExCeL LondonInternational Congress and Convention Association.Twitter: #ICCA12
    3. 3. Overview 1. The scale of London 2012 2. Legacy – not just physical 3. Learning points 4. Hotels experience 5. Conclusions
    4. 4. The Olympics in Numbers• 8.8 million Olympics tickets• 2.7 million Paralympic tickets• 10,500 Olympic athletes• 4,200 Paralympic athletes• 802 Gold Olympic medals• 9,800 team officials• 20,000 media from 200 countries• 70,000 volunteers• 200,000 games-time workforce• 5,000 hours of Olympics coverage was broadcast• More than 4.8 billion people watched the Olympics (22.4 million in the UK alone)• NBCs coverage the most-watched television event in US history, attracting 219.4m• Most digital Games in history• You Tube lived streamed the Games to 64 territories where there was no official broadcaster.
    5. 5. Olympic Floorplan
    6. 6. ExCeL in Numbers• The most complex venue in Olympics history• 7 Olympic sports• 6 Paralympic sports• 3 training centres• Vehicle logistics depot• Exclusive use of the venue – 20th June – 19th September
    7. 7. ExCeL in Numbers• 16 consecutive days of Olympic events• 495 medals were awarded – a third of all medals• The busiest day in ExCeLs history was Monday 30th July - 70,000 visitors.• Over 320,000 journeys took place on the cable car between ExCeL and the 02 during the Olympics.• ExCeL London trended on Twitter on Monday 30th July.• 99.6% of all ExCeL tweets over the 16 days were positive.• 59% of ExCeL staff were re-contracted to LOCOG to work on the Games• 250,000 staff meals served in games period• Visitors David Cameron, Vladamir Putin, Sir Paul McCartney, Bill Gates, The Duchess of Cambridge, Sir Steve Redgrave, and Prince Albert of Monaco.
    8. 8. Key Timelines • Summer 2004 – use of ExCeL agreed • March 2005 – basic contract signed • July 2005 – London wins bid • April 2008 – change of ExCeL ownership • May 2010 – ExCeL’s extension opens • End 2011 – transport upgrades complete
    9. 9. 27 July 2012
    10. 10. Physical Legacy• £9 Billion+• £6.5 Billion on transport – 60,000milion tube journeys• New social venues• 20,000 new hotels
    11. 11. What are the legacies?
    12. 12. What are the legacies?
    13. 13. ExCeL’s Legacy• Fit out of internal spaces• New car parking area• External power & lighting• IT Infrastructure• Additional advertising / banner infrastructure• 18 EV charge points• Bomb proof film• Public Transport• Sustainability legacy – BS901 and ISO20121• Olympic Park reopening from 2013
    15. 15. GLOBAL MEDIA OPPORTUNITYLONDON • 24 hour media facility at 1 Great George StMEDIACENTRE • 8,753 registrations from 102 countries. • Over 200 media events • 12,000 video clips downloaded by 693 media outlets from over 100 countries. • Outside broadcast locations, filming permits. • Positive global and domestic media exposure for London. • Database of global journalists
    16. 16. WELCOME
    17. 17. CITY DRESSING
    18. 18. PIPELINEMAYOR OF • 200 international business leaders, from 28LONDON2012 countries –tech, creative, financial,BUSINESSPROGRAMME environmental, and Business Tourism • 1-3 day programmes including business events, cultural activities and Olympic sport. • Engaged with partners and stakeholders to showcase London.
    19. 19. If we’d known.....• Onerous, one-way contract• Common sense not prevailing• Tendering highly complex• Non-exclusive access clauses (pre and post games)But....• 90 staff co-opted• We retained premises licence responsibility• Works agreements lucrative• ExCeL retained, ADNEC not permitted
    20. 20. ADNEC & Abu Dhabi Welcome• 33 poster sites• The 1.5 million people watching the Games at ExCeL saw the ADNEC/Abu Dhabi messages an average of 4 times = 5.8 million views.• Over 3 million people saw the large poster site facing the DLR• Print and broadcast coverage was seen by millions across the UK and the globe.
    21. 21. ADNEC & Abu Dhabi Welcome Action station: the ExCeL is hosting seven Olympic events and six for the Paralympics
    22. 22. London Hotels
    23. 23. London Hotels • 600,000 contracted room nights • Rate controls agreed • TfL warnings affected Central London • F & B revenues poor • Sensible pricing = high occupancy • De-briefs shared for 2014, 2016
    24. 24. Hotel RevPar Occupancy Average Rate Room RevPAR Date TY YoY Var % TY YoY Var % TY YoY Var %May 2012 86.4 0.0 103.64 -0.1 89.51 -0.1Jun 2012 84.0 -9.2 104.02 -3.6 87.37 -12.5 Jul 2012 83.4 -10.9 115.09 10.3 95.98 -1.7Aug 2012 85.6 -1.3 109.95 33.5 94.17 31.7Sep 2012 90.6 0.6 96.48 -9.8 87.44 -9.2 Period 86.0 -4.3 105.76 4.5 90.94
    25. 25. Conclusions• Long-term strategy vital• Olympics mirrored congress strategy• Joined-up approach now possible• Political recognition
    26. 26. Capitalising on Olympic SuccessDuring the Games:•2 weeks sales mission to the USA visiting companies in: • New York • Washington DC • Charlottesville • Philadelphia • San Francisco • San Diego • St Louis – WEC•Sales mission resulted in £4.4m of potential new business•Presentation to national & broadcast media in Washington DC at theBritish Embassy including: • The Washington Post • ABC • Bloomberg
    27. 27. Viewed by Millions The Guardian Evening Standard MetroMetro
    28. 28. Viewed by MillionsKates boxingclever: Duchesshas ringside seat tosee Nicola Adamshistoric win Great Britains Olga Butkevych (in red) fights with Ecuadors Lissette Antes Castillo on theKate Middleton Womens 55Kg Freestyle wrestling at the ExCelcheered on Nicola venue during the London 2012 Olympic GamesAdams as she August 9, 2012 London 2012s judo highlight: David Cameron v Vladimir Putinclaimed the first evergold medal in the 2 Aug 2012: Putin looks to be the winner offirst of the women’s a diplomatic face-off at ExCel, with aboxing finals at the masterful show of bear-hugging andExCel centre authoritative pointing London 2012: Thumbs-up for the ExCeL centre by Luke Jacobs Saturday, August 11, 2012 4:00 PM Abdelhafid Benchabla (in blue) of Algeria Spectators View: Britain’s boxers hit defends against Oleksandr Gvozdyk of the Ukraine (in red) during the Light- the right notes at the ExCeL Centre Heavyweight boxing quarterfinals of the Sat, Aug 11, 2012 2012 London Olympic Games at the ExCel Arena.
    29. 29. Viewed by MillionsLondon 2012 Olympics: Telegraph Sportcolumnists give their verdict on the GamesOur columnists give their verdict on what madeLondon 2012 such a magnificent Olympics.James Cracknell:London Excel – it hosts events rangingfrom trade fairs to boat shows, but London 2012: Oates tastesproved what can be achieved by champagne moment in ExCel Centreworking with the sport’s governingbodies to create a venue that makes theevent special for competitors andspectators.
    30. 30. Viewed by MillionsBy Sam Ross - 2nd August, 2012London 2012 Olympic fencing at the ExCel Centre in360 degrees: PictureSee double Olympic champion Mariel Zagunis inaction at the London 2012 Olympics fencingcompetition in stunning 360 degrees at the ExcelCentre. London 2012 Olympics: Two million and rising… crowds flood in for Games
    31. 31. Viewed by Millions Excels breaks visitor record with Olympic events 01 August 2012, 11:15am Excel London Exhibition centre Excel London attracted more than 65,000 people to Olympic sports events on 29 July, its highest-ever visitor figure. The venue said it expects to break this record again today (1 August) with 30% more people travelling on the DLR than ever before to access the venue. The numbers were thanks to Excel holding sports like table tennis and fencing, as part of the most complex programme of Olympic events of any venue in the London 2012 Games. The centre is hosting seven Olympic and six Paralympic events and is the only venue to be staging events on every day of the Games. Kevin Murphy, chief executive of Excel said: "So far everything has worked perfectly, with the transport infrastructure delivering everyone to the venue smoothly, whether they travel by train, plane or cable car, followed by a well- managed and rapid entrance into the venue, once they arrive onsite. "Our events are running at near-capacity on every sport and feedback is overwhelmingly positive."
    32. 32. Viewed by Millions• 7 years of coverage pre-Olympics• 16 days continuous days of Olympic coverage – both print & broadcast – 5,000 hours• 2 weeks of post Olympics analysis• 10 days of Paralympics coverage• Continuous digital coverage from July – September on Twitter, Facebook, Flickr and Youtube• Anticipated advertising value for both print & broadcast - £9,070,575.00
    33. 33. London – Changing International Opinions National Post, Canada, Bruce Arthur: National Post, Canada, Bruce Arthur: Britain pulls off an Olympics to remember Britain pulls off an Olympics to remember "This was aabrilliant Olympics, in almost "This was brilliant Olympics, in almost every way: wonderful crowds, marvellous every way: wonderful crowds, marvellous volunteers, logistical coherence, aa volunteers, logistical coherence, galvanizing performance by the home side. galvanizing performance by the home side.Washington Post, USA, Mike Wise: London2012 taught us about legacy, humor andcourage"The host country truly was Great Britain.London delivered a rousing Olympics. I wasn’tin Beijing, but the consensus is these were themost organized, enthralling and enjoyableGames since Sydney in 2000." Corriere della Sera, Beppe Severgnini: Thank you London: a lesson for the pessimists "This Olympics was a success for Great Britain...the capital had wanted to throw a party for the world. And when were talking about parties, ceremonies and festivals, the English are unrivalled...The Olympics was a moveable feast, more Hemingway than Dickens. Once, confronted by a difficult task, the English would be they are not hiding any more...Congratulations, and thank you for a fantastic party."
    34. 34.