SHEFFIELD CITY COUNCIL Cabinet Report G

Report of: Interim Executive Director: Development, Environment And Leisure ______

Date: 10 June 2009 ______

Subject: Maximising the benefits of the 2012 Games ______

Author of Report: Paul Billington, Interim Director of Culture ______

Summary: This report outlines a plan for maximising the benefits for the people of Sheffield of the 2012 Olympic and Paralympic Games. Work has already started and the report summarises the progress so far and the priorities for the next three years leading up to the Games. ______Recommendations:

Cabinet is recommended to:- a) regard having been had to the Council’s sustainable community strategy (‘the Sheffield City Strategy’) and to the guidance issued by the Secretary of State about use of the powers to promote well-being contained in Section 2, Local Government Act 2000, to confirm its belief that delivery of the Legacy Now plan as envisaged in this report is likely to achieve the promotion and improvement of the economic and social well-being of Sheffield and its residents; b) approve the Legacy Now plan and the six priorities within it; c) authorise the terms and completion of such agreements and generally the taking of such steps as the Acting Director of Culture, in consultation with the Assistant Chief Executive, Legal and Governance, the Deputy Director of Corporate Resources and the Cabinet Member for Culture Sport and Tourism shall consider appropriate to facilitate the delivery of the plan and the priorities outlined in this report, PROVIDED that the funding for such matters has been approved or obtained specifically for such purposes. ______Background Papers: None Category of Report: OPEN

Statutory and Council Policy Checklist

Financial implications

YES Cleared by: Paul Schofield Legal implications

YES Cleared by: Andrew Bullock Human rights implications

NO Tack ling Health Inequalities implications

YES Equality of Opportunity implications

YES Environmental and Sustainability implications

Yes Economic impact

YES Community safety implications

NO Human resources implications

NO Property implic ations

NO Area(s) affected

All Relevant Scrutiny Board if decision called in

Culture Economy and Sustainability Scrutiny and Policy Development Board Is the item a matter which is reserved for approval by the City Council? NO

Press release

EXECUTIVE DIRECTOR, DEVELOPMENT, ENVIRONMENT AND LEISURE

REPORT TO CABINET 10 June 2009

MAXIMISING THE BENEFITS OF THE 2012 GAMES

1. OUTCOME AND SUSTAINABILITY

1.1 This report outlines a plan for maximising the benefits for the people of Sheffield of the London 2012 Olympic and Paralympic Games. Work has already started and the report summarises the progress so far and the priorities for the next three years leading up to the Games. 1.2 Whilst the city has to be realistic about the focus of the Games being in London, it is important to recognise the ‘once in a lifetime’ opportunity the Games present for the whole nation. In Sheffield, therefore, the Games have the potential to contribute towards a number of the city’s priorities, including the following key elements of the City Council’s ‘ City of Opportunity ’ plan:- • promoting Sheffield; • engagement in cultural activities; • improving health; • increasing participation in sport and physical activity; • increasing skills and enterprise.

2. LEGACY NOW

2.1 Work started in the city soon after the Games were awarded to London in 2005. The city continues to work closely with regional and sub- regional agencies (particularly South Yorkshire Sport) and has taken a lead role in developing the regional 2012 strategy ‘ Yorkshire Gold’ . From the start, Sheffield’s 2012 programme has been consistently guided by a strategy of ‘Legacy Now’ , which means three things:- a) recognition that the real opportunity for maximising the impact of the Games is in the lead-in period before 2012 - rather than after the Games; b) the city researched the impact of previous Games on sports participation and physical activity levels. It is clear that any gain in participation has to be planned and strived for ; c) research also highlighted the danger of stand alone ‘Games strategies’ that had little leverage on wider public health, economic and social strategies. Real legacy therefore comes from integrating the Games into wider city strategies and thereby creating new momentum, cohesion and acceleration to these strategies. 2.2 Legacy Now should therefore continue to underpin the city’s approach to 2012 and the diagram below shows that there are six legacy priorities which together can maximise the benefit of the Games in Sheffield.

Cultural Top Level Olympiad Sport

Major

Events & Participation Legacy Training NOW Camps

Business Coaches Development and Volunteers

3. PARTICIPATION

3.1 The potential impact of the 2012 Games in terms of participation goes beyond sport. The city plans to use the Games to accelerate progress towards a more physically active city - whether this be through sport, play or more general forms of physical activity such as walking, cycling and dance. Sheffield currently is below the national average in terms of adult participation in sport and has set itself a target of closing this gap by 2012. Similarly, the city’s children and young people are behind the national average in terms of their take up of PE and sport in schools. Again the target is to equal the national average by 2012. 3.2 A summary of the key initiatives to create a more active city includes:- a) mass participation events such as the Great Yorkshire Run – these provide the catalyst for new participants and also re-motivate existing participants; b) diversify the range of activities and sports available in schools – especially those offered to girls; c) increase the range of after school activities and better connect school- based activities with community clubs; d) increase the number of sports clubs in the city - with a particular focus on helping to develop clubs that work with people with disabilities; e) increase the number of people who can swim by providing additional school swimming lessons and £10 lesson programmes for adults;

f) increase swimming levels via a capital investment programme in pools; g) work with colleagues in the PCT to target activity programmes at the least active and in particular focus efforts on the ‘Healthy Towns’ initiative which aims to prevent obesity; h) increase access to places and spaces where people can be active. Examples of this are the recent £3M investment in the public gym at Ponds Forge and the upcoming investment in playground provision over the next 2 years; i) further develop programmes aimed at increasing levels of walking and cycling. Walking has increased by 17% and cycling by over 50% since 2001. This work will be given added momentum by the 2012 Games and the push towards a more active city.

4. CULTURAL OLYMPIAD

4.1 The Cultural Olympiad is designed to complement the sporting activities of the Olympic and Paralympic games. It will be a national celebration of art, dance, music and performance to celebrate our national identity and the many cultures that have influenced it. The Cultural Olympiad provides opportunities to engage a wide cross section of the community, including those people who may not be interested in sport. Whilst national and regional funding for the Cultural Olympiad is limited, the city is determined to maximise participation in cultural activities in the lead in to the Games and has set a target of annually increasing the numbers of people involved in Cultural Olympiad activities in the years leading up to 2012. To do this, the city will pursue a four-pronged approach : a) Sheffield has bid for a significant share of regional funding under the regional theme of ‘I move, therefore I am’; b) the city will deliver a programme of cultural and sporting activities as part of the annual Olympic/Paralympic Celebration Weekends in July. This will include a public launch of the city’s 2012 Legacy Now plan and will follow on from the highly successful launch of the Cultural Olympiad in the city in 2008 with saw a high profile city centre dance performance which was featured on the front page of the London 2012 website. The commitment to the Celebration Weekend will run through to 2012; c) partners in the sporting and cultural sectors of the city will be brought together to identify opportunities for capturing selected events over the next 3 years and shaping and promoting/branding them as part of the city’s Cultural Olympiad. In addition, opportunities will be identified for cross-fertilisation between events e.g. introducing a cultural element into a sports event and vice versa; d) finally, the city has already secured the 2011 UK School Games – an event specifically derived from London being awarded the 2012 Games. The School Games offer an unprecedented opportunity to create a celebration of sport and the arts for young people by combining them with the city’s Children’s Festival in 2011.

5. TOP LEVEL SPORT

5.1 The city is keen to develop its own sports people and help them to achieve success at the highest possible level . This will not only provide opportunities for the individuals concerned, but will also provide positive role models for young people in the city and create positive media interest for Sheffield. The target will be to annually increase the number of Sheffield-based sports people playing at national/international levels in sport.

5.2 There are therefore a number of inter-related programmes to deliver this ambition including: a) the city working with the national governing bodies of sport and professional clubs based in the city to support their community programmes which can encourage participation and also identify and nurture home-grown talent within Sheffield; b) support will be given to support high performance sports clubs in the city; for example, the City of Sheffield Swim Club recently achieved Podium Club Status - one of only three clubs in England - in recognition of their performance at national and international levels; c) development of a programme to give direct support to emerging talented sports people prior to them being able to access national funding; d) the city, together with South Yorkshire Sport, is in dialogue with a range of national governing bodies of sport in order to maximise the city benefit from the £120M that has recently been invested in them by Sport England; e) a programme will be developed to engage talented sports people and coaches as ambassadors for the city, working both outside the city but also acting as role models for young people in the city. This will include work towards better recognising the achievements of the city’s talented individuals and teams; f) finally, programmes are being put in place to strengthen and extend competitive sport in schools which will act as a springboard for developing and identifying talented youngsters in the city.

6. MAJOR EVENTS AND TRAINING CAMPS

6.1 The city has a national and international reputation for securing and delivering major sports events. 2012 has already provided new impetus to the city’s success in major events and attracting partnership funding. The list of events includes World Snooker, BBC Sports Personality, World Diving, the Great Yorkshire Run, UK School Games and the British University Championships. The direct economic benefits of major events are substantial and the wider impact on the city’s reputation and image are recognised both within the city, but also by key regional partners such as Yorkshire Forward. The target will be an annual increase in economic benefit from events and camps through to 2012. 6.2 The city has also been successful in securing sports training camps with 15 international camps over the last 3 years. In addition, four GB high

performance centres in diving, volleyball, and table tennis have been attracted to the city. Clearly the 2012 Games will increase the opportunities for hosting training camps and like other events, they not only bring direct economic spend into the city, they also provide an international window onto Sheffield with associated promotional, cultural and business opportunities. 6.3 For the next three years the priorities in terms of major events and training camps will include: a) seeking and delivering a diverse and high profile programme of participation and spectator events ranging from World Snooker to the annual Race for Life and the home-grown ‘Care Home Olympics’. This is likely to include the city seeking to be a host city for the 2018 England World Cup bid ; b) further develop existing training camp relationships with a range of nations including: USA, Canada, Brazil, Malaysia, Barbados and the UK Paralympic Team. This will build on the city’s success in having several of its facilities included in the official Olympic and Paralympic pre-games training camps guide which has been sent worldwide to every participating nation; c) increasingly use major events as a wider catalyst for driving other elements of the Legacy Now plan. For example, major events offer a great vehicle for creating associated participation opportunities; providing work for volunteers and offering business links and networks; d) selecting future events and camps based on their expected economic, cultural and social benefits, but also by considering their fit with the city’s facilities, expertise and their match with existing community programmes in the city;

7. BUSINESS DEVELOPMENT

7.1 The 2012 Games have considerable power to generate direct business benefits such as contracts for Games-related products but they can also act as a catalyst for attracting wider business interest in sport . Success within this priority will be measured by the % contribution of sports businesses to the local economy; skill levels within the sports sector and the success of local businesses in winning Games-related contracts. The targets will be set by the city’s emerging Sports Business Group. A summary of the key initiatives to maximise the business benefits in the city includes:- a) the city has already attracted four GB high performance centres in diving, volleyball, boxing and table tennis, creating forty jobs and attracting 137 athletes to live in the city; b) the sports industry’s skills development agency – Skills Active – has recently located its regional arm in the city with a £4M investment programme; c) Sports Engineering at Sheffield Hallam University has been granted Centre of Excellence status by UK Sport for its Olympic research and development work. One of only eight recognised UK Sport partners; d) the city aims to develop a “Business Investment Club” to help engage local business in the city’s 2012 agenda and to seek their support for

elements of the Legacy Now plan; e) over 300 local businesses across South Yorkshire have registered on CompeteFor, which is the London 2012 brokerage service for buyers or suppliers of Games-related goods and services; f) finally, work is underway to establish a private sector led ‘Sports Business Group’ in the city to further co-ordinate and drive forward the business opportunities from 2012 in particular and from sport in general.

8. COACHES AND VOLUNTEERS

8.1 Coaches and volunteers are the ‘lifeblood’ of sport in the city – both in supporting participation but also in developing sporting talent. Beyond the benefits to sport, coaching and volunteering support extensive community activity and also increase the skills and employability of the individuals involved. The number of sports volunteers can be measured by a national Sport England survey. The city is currently in line with the national average, but will use the survey to monitor progress against a target of annual increases in volunteer numbers. Sheffield has already established a cross-agency group to oversee the development of coaches and volunteers. 8.2 The city has a number of initiatives to increase the number of coaches and volunteers including:- a) Leadership Academies in schools - these will create opportunities for young people to volunteer and lead activities and give them a pathway into volunteering in community sports clubs; b) Young Volunteers in Sport Programme – which will train up to 50 young adults in sports event management skills; c) to complement the academies, a school sport coaching programme is underway to significantly increase the number and quality of coaches deployed in schools and their associated community clubs; d) the city will work with South Yorkshire Sport on the ‘Step into Sport’ programme which encourages existing sports club to recruit and develop volunteers; e) major sports events already benefit from the contribution of volunteers. The city will seek to recruit new volunteers on the back of upcoming major events such as the British University Championships and the UK School Games; f) the London Games aim to recruit 70,000 volunteers. The city will ensure that the Sheffield residents from amongst these are offered regular, high quality opportunities – before and after the London Games – to volunteer in the city.

9. COMMUNICATIONS AND PROMOTION

9.1 Legacy Now has to be communicated and promoted to a wide range of audiences in order for it to engage the individuals, groups, organisations and businesses which are needed to make the plan a success. Only through a co-ordinated critical mass of activity within the city can the full potential of the Games be realised. 9.2 A communications and promotion programme is therefore being

developed and will include:- a) launch of the Legacy Now plan to key agencies in mid July 2009; b) the further development and distribution of the city’s existing 2012 ‘Lighting the Flame’ brand. This will be used to promote the full range of sporting and cultural activities that form part of the plan e.g. Lighting the Flame for Dance, Lighting the Flame for Sport, Lighting the Flame for Business etc; c) the annual Celebration Weekend will provide the centrepiece of the wider year-round promotional work; d) tailored promotional activity will take place within schools to engage children and young people; e) the city will develop a ‘ Lighting the Flame’ website to showcase 2012 related activities and events and to provide a regular electronic newsletter for the public and businesses in the city. A copy of the latest version of this is attached for information.

10. HUMAN RESOURCE IMPLICATIONS

10.1 The City Council currently has one full time officer working on 2012 with direct additional support from two other staff. This will continue for the foreseeable future. Further and continuing support from a range of partners within the city and beyond will critical to future success.

11. EQUALITY OF OPPORTUNITY IMPLICATIONS

11.1 The city’s 2012 programme will seek to ensure citywide benefit. However, in terms of participation, the Cultural Olympiad, top level sport and volunteers/coaches, particular emphasis will be given to those population groups where activity levels and/or involvement are low.

12. FINANCIAL IMPLICATIONS

12.1 Any costs to the City Council relating to 2012 work will be met from either existing budgets and/or from the successful application for Local Authority Business Growth Initiative (LABGI) funding. 12.2 New commitments to 2012-related programmes will only go ahead in the event that additional funding is secured in advance. The city will therefore continue to maximise external grant from sporting, cultural, regeneration and health agencies to extend and expand its 2012 programme.

13. ENVIRONMENTAL SUSTAINABILITY

13.1 There are no specific environmental issues arising from this report. However, as part of the city’s Carbon Reduction Strategy, there will be continuous work towards reducing the environmental impact of major sports events. This will be guided by the International Olympic Committee’s environmental protection and sustainability policy.

14. LEGAL IMPLICATIONS

14.1 This report describes in broad terms a wide programme of proposed activity. Much of the detail of individual aspects of the programme remain to be developed. The recommendation is that authority to progress these various matters is delegated to the Acting Director of Culture, subject to this authority being exercised in consultation with the Assistant Chief Executive, Legal and Governance and the Deputy Director of Corporate Resources. The legal powers for each area of activity will need to be considered on a case by case basis 14.2 It is likely that ultimately a variety of legal powers will be used. However a key one is likely to be the powers to promote the economic and social well-being of Sheffield and persons present in the city. These powers are provided by Section 2, Local Government Act 2000. They are available where it is believed that a particular action is likely to promote or improve such well-being. Although legal powers will need to be assessed individually, Cabinet is recommended to confirm its belief that the proposed strategy is likely to have this effect 14.3 In exercising the Section 2 powers regard has to be had to any guidance issued by the Secretary of State. In the preparation of this report the issued guidance has been considered and the current proposals are not at variance with this. Regard has also to be had to the Council’s sustainable community strategy (“The Sheffield City Strategy”) prepared pursuant to Section 4 of the Act. Participation in this project is in keeping with the strategy which, for example, stresses the importance of a strong economy and healthy communities.

15. CONCLUSIONS

15.1 The city has made significant progress on projects relating directly to the 2012 Games such as securing positive relationships with potential training camp nations/teams and delivering new major events. In addition, much work has been done to capitalise on the wider impact the Games can bring to a range of wider city strategies such as participation and health, volunteering, culture, business development etc. 15.2 As the Games approach, the Legacy Now plan will pick up pace and will drive forward and co-ordinate activity within the six legacy priorities outlined in this report. The Games truly are a ‘once in a lifetime’ event and the real opportunities to maximise the benefits to the city will be grasped between now and the start of the Games in July 2012.

16. RECOMMENDATIONS

16.1 Cabinet is recommended to:- a) regard having been had to the Council’s sustainable community strategy (‘the Sheffield City Strategy’) and to the guidance issued by the Secretary of State about use of the powers to promote well-being contained in Section 2, Local Government Act 2000, to confirm its belief that delivery of the Legacy Now plan as envisaged in this report is likely to achieve the promotion and improvement of the economic and social well-being of Sheffield and its residents;

b) approve the Legacy Now plan and the six priorities within it; c) authorise the terms and completion of such agreements and generally the taking of such steps as the Acting Director of Culture, in consultation with the Assistant Chief Executive, Legal and Governance, the Deputy Director of Corporate Resources and the Cabinet Member for Culture Sport and Tourism shall consider appropriate to facilitate the delivery of the plan and the priorities outlined in this report, PROVIDED that the funding for such matters has been approved or obtained specifically for such purposes. .

Danny Brennan Interim Executive Director Development, Environment and Leisure

SHEFFIELD Serbian Olympic Committee head to Sheffield in lead up to London 2012

The Serbian Olympic Committee has identified Sheffield as an ideal location for its athletes to train in the lead up to London 2012.

Following 18 months of talks, Serbia has formalised its intention to use the Yorkshire cities of Sheffield and Leeds for its international training camps over the next three years with the signing of a Memorandum of Understanding. The document, which is an agreement between Serbia, Sheffield and Leeds was signed in during a Yorkshire/Serbia conference focused on developing relationships and building business link.

The Serbian squads that are expected to base themselves in Sheffield for international training camps include Boxing, Judo and Athletics and discussion will also take place around the team sports of Basketball, Volleyball and Handball.

Alongside training camps, the committee has discussed the development of cultural and language programmes for the athletes as well as introducing them to the local community.

http://www.sheffield-lightingtheflame.com/News/Serbia+looks+to+SHeffield+in+lead+up+to+London+2012.htm?p=1

Sports Personality of the Year 2009

The BBC has announced that the BBC Sports Personality of the Year 2009 will be held in Sheffield, at the Sheffield Arena. It will be the th first time that the event has been held in Yorkshire and will be screened live on BBC One on Sunday 13 December.

http://www.bbc.co.uk/southyorkshire/content/articles/2009/04/29/sports_personality_sheffield_09_feature.shtml FINA Diving World Series 2009

th The world’s top divers descended on Sheffield during the weekend of the 18/19 April for the third leg of the FINA Diving World Series. The competition which is held at Ponds Forge ISC, was televised internationally and encompasses three other legs that take place in China, Qatar and Mexico. It is one of a number of events that Sheffield is hosting to help prepare Great Britain’s sporting community for the London 2012 Olympic and Paralympic Games.

Tope names from the world’s diving elite competed, including medal winner from the Olympics, Olympic hopefuls for 2012 and members of the GB Diving squad.

Throughout the weekend, Sheffield City Council and members of the Lighting the Flame partnership met with performance managers and coaches to showcase the facilities and expertise available in the city as well as discussing the possibility of Sheffield hosting international training camps in the lead up to 2012. http://www.sheffield-lightingtheflame.com/News/FINA+Diving+prepares+athletes+and+volunteers+for+London+2012.htm?p=1

GB Boxing

Sheffield has secured itself as the focal point for British boxing in the lead up to 2012 this month with the signing of a four year deal with the British Amateur Boxing Association (BABA) for the 2012 squad to be based at the English Institute of Sport, Sheffield.

The deal between BABA, Sheffield City Council and Sheffield International Venues will see a significant increase in operations in the city and will include:

• New performance director Kevin Hickey overseeing a re-vamped elite set-up • An expanded programme for the elite and development squads as well as regional squads • The development of master classes featuring current and past stars of the sport • Stepping up of coaching and evaluation teams – with a focus on new training methods, strengthening and conditioning • Increased involvement with the English Institute of Sport, Sheffield athletic services team headed up by former athletic Olympic silver medallist Peter Elliott • Extending already successful partnership working with various agencies and organisations in Sheffield. http://www.uksport.gov.uk/news/gb_boxing_unveil_new_world_class_home/

Paralympic swimmers return to Sheffield

Disability Sports Events (DSE) is holding the British International Disability Swimming Championships at Pond Forge in Sheffield from 15-17 May, which will attract over 200 swimmers from around the world to compete. Last year the same event was the final qualifier for the Beijing Olympics and this year, the event will welcome back all the British Paralympic medallists.

Swimmers from Team GB that will be taking part include eleven times Paralympic gold medallist David Roberts, CBE, double gold medallist and youngest ever MBE, Eleanor Simmonds, multi gold winning Sascha Kindred OBE and rising star – gold medallist Heather Frederiksen.

www.disabilitysport.org.uk

YORKSHIRE

Launch of Welcome to Yorkshire

Ambitious plans to make Yorkshire one of the world’s top visitor destinations were unveiled in front of an th audience of over 1000 people at the Royal Armouries in Leeds on the 9 April.

The campaign ‘A long weekend in Yorkshire isn’t long enough’ was launched with a high profile television

commercial and will be used in cinema and press advertising and online marketing. Yorkshire Tourist Board will now be known as ‘Welcome to Yorkshire and will have digital technology at the heart of its new strategy – using websites, social networking sites such as Facebook and blogging to encourage visitors to the region.

http://www.yorkshire.com/

Launch of Yorkshire Gold Website

Yorkshire Gold has unveiled a new website, short film and brand guidelines.

The new Yorkshire Gold website is a portal for all things 2012 in the region and contains information on the strategy for the 2012 Games and exciting events and opportunities. The Yorkshire Gold 2012 short film is available on the website, which features many Olympic hopefuls from the region.

http://www.yorkshire-gold.com/

Coming up...

Cultural Olympiad: Open Weekend 24-26 th July

You don’t have to wait until 2012 to be part of the Olympic and Paralympic Games.

th From 24-26 July 2009 and to mark 3 years until the London 2012 Olympics begin, Great Britain will celebrate Open Weekend when events will take place all over the UK inspired by London 2012 enabling people, young or old to join in. Organisations and venues from across Yorkshire are being asked to open up and challenge themselves to do something different as part of the celebratory weekend.

http://www.london2012.com/get-involved/open-weekend/index.php

Sheffield 2012 Strategy

Sheffield City Council, in consultation with Sport Sheffield and the Lighting the Flame partnership is currently formalising Sheffield’s 2012 ambitions with the creation of Sheffield’s Lighting the Flame for Sport strategy.

The strategy, which will run from 2009-2012 encompasses 6 key themes :

1. Increase participation 2. Workforce development 3. Success at an Elite level 4. Cultural Sheffield 5. Sheffield as a centre for National and International Sport 6. Business Development

th The document will be launched at an event on Friday, 26 June in Sheffield.

Yorkshire Gold Business Club

Yorkshire Gold Business Club, which has been formed to help Yorkshire businesses identify and win some of the thousands of contracts available due to the London 2012 Games held its first event in Sheffield on th Thursday 14 May at Sheffield’s Millennium Galleries.

For further information, please contact Lauren Pigg at Yorkshire Gold Business Club – [email protected]

Partners are invited to share information in the Lighting the Flame newsletter each month. A reminder will be circulated each month, however, if you have information that would like to include, email [email protected]