events for LONDON

Maximising the Business Benefits of Major Sporting Events

David Hornby Why Not? Consulting Ltd

18th November 2009

Agenda

1.  Scotland Insights

2.  Why Events Matter and a Strategic Approach?

3.  Some good practice examples

4.  Critical Success Factors

5.  Questions?

Scotland Insights

  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

Agenda

1.  Scotland & Glasgow Insights

2.  Why Events Matter and a Strategic Approach?

3.  Some good practice examples

4.  Critical Success Factors

5.  Questions?

A Place to Live, Work, Visit & Invest In

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 Fair City Prosperous City

City for People

Accessible City

Events will not have a detrimental environmental impact.

Events will be on a scale that can be readily managed within the designated event venue or space.

Events will be accessible to all

Events will promote London as a cultural centre.

A city that welcomes the world and connects the world in one place.

Events will promote tourism, sporting and cultural activity in London

Events will promote London as a cultural centre and global sports hub

Events will promote cultural diversity in London

Events will promote tourism in London

Sports-led Rationale

 Participation + inclusiveness  High Media Profile  Brand fit of Sport & Scotland  Capacity building (officials, volunteers, etc)  Health & sustainable development

Tourism & Destination Marketing

 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

 Reach out and connect with existing and new growth markets

 Next DECADE is OUR TIME!

A Great British Decade of Sport

  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

Tourism & Destination Marketing

 Reach out and connect with existing and new growth markets

 Next DECADE is OUR TIME!  Develop infrastructure and facilities

New Venues & Facilities – “Content”

Tourism & Destination Marketing

 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”

Today

1.  Scotland & Glasgow Insights

2.  Why Events Matter?

3.  Some good practice examples

4.  Critical Success Factors

5.  Practical Steps

6.  Questions?

London 2012 Impacts

 £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 Learning’s

 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

Know Your Potential Customers

 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

What do they need?

  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

Critical Success Factors – GLASGOW 2014

  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

events for LONDON

events for LONDON