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.
Creative City Making - Collaboration and Innovation as Drivers for Positive C...
Scotland Business Tourism & Events Conference 2009 V1
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
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