London 2012 AND BEYOND

A GUIDE TO STAGING YOUR EVENT IN THE BEST BIG CITY ON EARTH ‘We have been delighted by the enthusiasm for American football that has been demonstrated in the UK – and especially – during the last Contents four visits, which has established the London game as a signature event on the NFL calendar. In the US, the host city organising committees for NFL special events (Super Bowl, Pro Bowl etc) play a pivotal role in hosting and Page

delivering unique experiences for NFL fans and partners. London’s strong ‘‘ Section 01: Foreword support for the NFL and the hospitality shown towards NFL staff and teams 04 Mayor of London, is fundamental to the decision to return to London on a regular basis.’ Boris Johnson

Roger Goodell, NFL Commissioner Section 02: Setting the scene 06 London is great for… 08 A city you can trust 10 Introducing London & Partners

Section 03: A team that can help 12 Specialist teams at your service 14 Powered by partnerships ‘Our unique event goes to a different city around the world each year 16 Queen Elizabeth Olympic Park

and we were impressed by the level of commitment shown by the Section 04: London is... Events 18 London event calendar April 2011-September 2012 London & Partners team in working to make it a success in their city.’ Section 05: Helping you every step of the way Anna Hellman, Executive Director, SportAccord Convention 20 Step 1: Getting started 21 Step 2: Turning a concept into reality 22 Step 3: Finding the perfect location 24 Step 4: Standing out from the crowd 25 Step 5: Broadcasting to the world 26 Step 6: Engaging a wider audience

27 Step 7: Settling in London

‘Many of our events start off as big, seemingly impossible dreams set in Section 06: Maps

28 London map challenging locations. Our working partnership with the London & Partners 30 London transport & Tube map team has seen a number of these types of projects successfully come to life. 32 2012 Games Time Map ‘‘ They see the benefits of these projects and help turn the ideas into reality.’ Section 07: We’re here to help 34 Key points of contact Ben Courtnell, Sports Event Manager, Red Bull London & Partners 2 More London Riverside London SE1 2RR

T: +44 (0)20 7234 5800 F: +44 (0)20 7234 5752

londonandpartners.com 04 Section 01: Foreword 05 From the Mayor of London, Boris Johnson

London makes it happen, and makes it memorable

These are really exciting times for London – times we London has an want to share with the world.

unparalleled track record And we’ll have a fantastic chance to do that soon, when the London 2012 Olympic and

for staging events of all Paralympic Games come to town. The Games will not only be a massive opportunity for London to embrace friends and guests from within the UK and around the globe, they will also leave sizes, looking after both behind a tangible legacy – particularly for anyone planning to host an event in London. ‘‘ The truth is London already has a great name in the events world. Throughout every year spectators and corporate thousands of sporting, cultural and business gatherings take place, attracting millions of people. Some are Londoners, some come from around the UK – many more come from every world stakeholders – plus the compass point. know-how to put on a They are all attracted by London’s unparalleled track record of staging events of all sizes, looking after both spectators and corporate stakeholders – plus the know-how to put on a ‘‘ memorable spectacle. memorable spectacle Behind the scenes, the accommodation offering couldn’t be broader and the public transport system is resilient, reliable and constantly being enhanced. Getting to London by air, rail, road or sea is also easy – the city’s five airports alone welcome more than 130 million passengers a year.

The digital connectivity of London is among the best in the world, and it is also one of the world’s leading commercial hubs. People love to do business in London, because things move quickly – supported by an in-built respect for contracts and agreements. In reality, every day is an exciting time to be in London.

Channelling this excitement into top-quality events which build reputations and drive commercial revenue is the job of London & Partners. This brochure will tell you about the services it offers to event planners.

If London’s on your mind as a potential event venue, contact London & Partners now. Don’t wait until potential issues arise – we can guide you from event conception to successful delivery.

Not only will London & Partners help you make it happen – we’ll make it memorable.

See you in the best big city on earth.

Boris Johnson Mayor of London 06 Section 02: Setting the scene 07

Le Grand Départ, The Tour de , London is great for... overlooked by the Houses of Parliament

Events: • Unrivalled media attention - over 200 international media bureaux • Superb venues for every conceivable event type

• Site of the world’s busiest entertainment venue – The O2 • Home to the world’s most creative event management companies • A population that loves sport, the arts and doing business

Sport: • Stage for the London 2012 Olympic and Paralympic Games • Venue for numerous world-famous sporting events - e.g. The Wimbledon Championships • 13 professional football clubs • 147 parks, including eight Royal Parks • Home to the world’s largest one-day charity fundraising event - The Virgin London Marathon

Business and finance: • More than 3,500 meeting venues • Over 480 international banks • Headquarters of over 100 of Europe’s 500 largest companies • 75% of Fortune 500 companies have London offices • 70%+ of top 100 listed companies (FTSE 100)

Tourism: • 285 million tourism day trips every year • 26 million overnight visitors a year • More than 100,000 hotel rooms increasing to over 110,000 by the end of 2012 • Accommodation to suit every budget, every brief • Myriad historical sites and visitor attractions

Travel: • Five international airports • Air connections to and from over 300 international destinations • National hub for rail and coach travel • London’s public transport system provides 12 million trips per day • Eurostar rail link to Brussels in just 1 hour 51 mins and Paris in 2 hours 15 mins

Culture and the arts: • More than 300 world-renowned museums and galleries • Four World Heritage sites • Over 300 languages spoken • 150 theatres • Home to the world’s longest-running musical – Les Misérables

Restaurants and retail: • Collectively, London restaurants have 55 Michelin stars • More than 8,000 restaurants, offering cuisine from 70 major countries • More than 40,000 shops • 80 individual markets • Westfield Stratford City – Europe’s largest retail complex, overlooking the Olympic Park. 08 Section 02: Setting the scene 09

One of the reasons London is a coveted event London is also well-loved by event planners due to its location. venue for business, sport and entertainment is It’s easy to get to and easy to get around. Centred at the because the city guarantees to generate an audience. hingepoint of the European-Atlantic trade routes, 656 million A city you can trust Its demographic means virtually every country in the people live in countries within a three-hour flight time. world is represented. Of course, today’s connections are as much online as in For sporting events, this means participants are guaranteed person - and again London is at the forefront. Its digital and London’s status as one of the world’s great cities a ‘home from home’ experience. It also translates into a telephony services (fixed and mobile) are embedded in the has been hard-earned. It is based on a philosophy of broad spectator profile and regularly produces sell-out fabric of the city, supported by unrivalled satellite connectivity. events, packed with colour, atmosphere and festivity. partnership, openness and delivery. Londoners are ticket buyers. However, arguably London’s biggest asset is its people. Its 7.9 million population spans the cultural spectrum, with For businesses, many of the world’s leading multinational more than 40% from ethnically-diverse backgrounds. This companies are already represented in London. The city is has made it a melting pot of creativity – and a magnet for This philosophy underpins the way the city welcomes tourists In 2011, London was voted Sport City of the Year at the a key global marketplace in many sectors, with excellent artists, scientists, writers, philosophers and film-makers. and business visitors, whether as individuals or companies. International Sports Event Management Awards. The city digital global connectivity. London is also a city in which And it’s not gone unnoticed. also won: people love to do business. That’s because the London London is also a centre for learning. It is an acknowledged • ‘Destination of the Year’ at the UKInbound Awards; business culture values integrity, trust, transparency and academic hub for pioneering scientific research - and home In 2010, London was voted the top destination for business • ‘Gold Service Award’, voted by Meetings & Conventions a respect for contracts. to some of the world’s leading science, health and medical and events, including ‘Best European City for Business’ at the Magazine readers. institutions. It has 46 universities and colleges, offering courses Travel Weekly Readers Choice Awards. It also won: The city is also the respected hub of one of the most mature across the graduate and post-graduate spectrum. • ‘Best City to do Business In’, voted by Eurostat readers; marketing, sponsorship and broadcast markets in the world. • ‘World’s Leading Destination’ at the World Travel Awards; It knows how to engage the world in watching major events Now, with the curtain about to rise on the London 2012 • ‘Ultimate Sport City’ status – awarded by and how to use these record-breaking audience figures to Olympic and Paralympic Games, London has even more to SportBusiness magazine. consistently drive higher commercial revenues. offer the world, with services and facilities at an all-time high.

London has one of the most famous riverscapes in the world 10 Section 02: Setting the scene 11

Crowds in Trafalgar Square Open-air events are a feature of a London summer welcome in Diwali, the five-day Introducing Hindu festival of lights London & Partners

London & Partners is the official promotional organisation for London. Our company attracts and delivers value to business, students and visitors. London & Partners is a not-for-profit public private partnership, funded by the Mayor of London and our network of commercial partners.

Uniting London’s event remit – and providing a seamless service to the world – is a crucial part of London & Partners’ extensive wider remit. Our name reflects our commitment to working in partnership with organisations in London and across the world to deliver our objectives. The organisation works closely with relevant stakeholders to champion London as THE destination for visitors, businesses and students. ‘Working in Partnership’ is and always will be at the heart of the organisation.

The objectives of the company are to:

1. Promote London as the world capital of business, the world’s top visitor destination and the world’s leading centre of creativity and talent;

2. Work closely and collaboratively with a wide range of EDF Energy London Eye in full swing other public and private institutions to ensure there are consistent and effective messages promoting London as a leading place to study, invest in and visit;

3. Take full advantage of the opportunity of the London 2012 Olympic and Paralympic Games and its legacy to promote London to the world, working with LOCOG and other key partners. 12Section 02 SectionSetting the 03: scene A team that can help 02 | 0913

Specialist teams at your service

Cameras click on London Fashion Week Underpinning the work of London & Partners is an experienced, expert event management and consultancy service.

It covers three main areas: • Major Events; Convention Bureau • Convention Bureau; When it comes to planning a London-based business event, • Event Solutions, which delivers operational support to the team works with corporate agency clients across global both the above. territories. Activities include planning meetings, events, conferences, product launches and exhibitions. To get the best from the services on offer, you should make contact with London & Partners at the idea or planning stage. In addition, London & Partners maintains a team entirely You’ll be directed to the right advisory team to determine dedicated to the specific needs of associations, not-for-profit whether your event plan can become a reality - rather than organisations and governmental bodies. waiting until you hit an unforeseen problem. The team is here to share its wealth of knowledge, information Major Events and contacts. They offer advice and assistance from the If you are looking to stage a major sporting, cultural or moment you start to look towards London to stage your event, entertainment event in London, the Major Events team is a through to the time when your event is held. A post-event ‘one-stop-shop’ central point of coordination and leadership evaluation service is also available. for securing and delivering major events in the capital. They London has plenty of spaces to offer everything from initial feasibility advice right through to host major business conferences Event Solutions successful event delivery and evaluation – and can actively The personnel within the Event Solutions team underpin assist event partners at every stage in between. the services offered by the Major Events and the Convention Bureau teams. With the status of the capital at its heart, the team’s remit is to compile a diverse, inspirational and dynamic major Through its intimate knowledge of London and endless events programme to complement and build London’s contact list, the team will find the perfect venue for your event. worldwide reputation. Whether it’s a press stunt on the Millennium Bridge, a major international conference at an iconic London landmark, or The Major Events team delivers the following strategic goals an intriguing product launch at an equally-intriguing venue… for London: nothing is impossible. • Attract incremental visitors and expenditure; • Generate global media exposure and develop They offer operational support to ensure all the infrastructure London’s brand; is in place to make an event run smoothly and successfully. • Maximise opportunities before, during and after the London 2012 Olympic and Paralympic Games; For example: • Inspire and increase active participation; • Liaising with venues; • Help deliver national strategies with businesses, • Advising on necessary permits; national sporting bodies and cultural organisations; • Organising site visits; • Create channels for inward investment; • Helping source local suppliers/contractors; • Promote environmental sustainability; • Negotiating with key stakeholders, such as: • Ensure events are commercially-sustainable. Metropolitan Police, Greater London Authority, City of London, Transport for London and the If your event can help deliver the above goals and you want London Port Authority. to secure London as your preferred location, the Major Events team will be your greatest ally. A city as large as London can produce event-hosting challenges. London & Partners is well-versed in meeting these challenges to achieve superb event delivery.

Crunch time for the NFL at Wembley Stadium Section14 02 SettingSection the 03: scene A team that can help 15

Powered by partnerships Pitch SMG Insight / YouGov Pitch is the UK’s leading independent communications SMG Insight, in partnership with YouGov, is focused on agency specialising in sport and lifestyle. providing high-quality research and consultancy to support the As the name implies, London & Partners brings together the sports and leisure industry. It provides solutions to the sector’s The agency offers a full service, encompassing consumer sponsors, rights-holders, brands, agencies and investors. collective expertise of organisations which offer genuine and corporate PR, digital communications and social media, benefits and valued services to any event planned for London. plus event and sponsorship activation. SMG Insight’s full-service research offering draws upon YouGov’s proprietary international panel of over three million Pitch maintains a high-profile client list, including sponsors consumers, to provide high-impact, robust and credible market Major Events Strategic Partners: involved in international sport, governing bodies seeking to intelligence. The company’s expertise is diverse and wide- The following five organisations have achieved increase participation levels, consumer brands looking to ranging, and tapping into YouGov’s expertise and tools gives Strategic Partnership status due to their leading increase sales and events that need promoting. Whatever the its research an added competitive edge. expertise in global major events. project, Pitch has a track record in implementing marketing and communications solutions that deliver against client objectives. SMG Insight / YouGov undertook a number of projects for Strategic Partnership status is an endorsement of G4S London & Partners’ Major Events team in 2011, including excellence and recognition of a shared aspiration to G4S has been providing integrated safety and security solutions An in-depth knowledge and understanding of the media economic impact assessments of the NFL International Series make London the world’s leading host city and its events to the global events industry for more than 25 years. As a result, and the sporting landscape means Pitch ensures client London Dextro Energy Triathlon ITU World Series London and the most exciting in the world. As international leaders G4S is now the world’s leading event security company. messaging has authority, resonance and relevance. Yonex BWF World Badminton Championships 2011. It also in their respective fields, they help to drive, advise and conducted a consumer insight programme into Global shape the events strategy for London in the lead up As Official Security Services Provider to the London 2012 With unparalleled experience within its specialist sector, the Sporting Inspiration ahead of the London 2012 Olympic to 2012 and beyond. Olympic and Paralympic Games, G4S brings an in-depth agency’s roster includes the NBA, the London Organising and Paralympic Games across four key markets. understanding of the operational and financial risks involved in Committee of the Olympic Games and Paralympic Games event management – and how to develop safety and security (LOCOG), ASICS, Rugby Football Union (RFU), Heineken, solutions to mitigate them. UK Athletics (UKA) and Yahoo!. Highly-experienced personnel assist clients in the decision- making process around events, and devise customised operational plans and total solutions. As industry thought- We also work in partnership with (but not limited to) the following venues and logistics providers. Aggreko leaders and experts, G4S also offers crowd management Aggreko is the world leader in the supply of temporary consulting and training to its portfolio of services. power and temperature control solutions and is the Official Temporary Energy Services Supplier to the London 2012 With clients across a rich and diverse range of global events, Olympic and Paralympic Games. Aggreko will also be G4S has managed safety and security for events such as the providing energy services for the BT London Live sites in Ryder Cup, the Wimbledon Championships, the British and Abu Victoria Park and Hyde Park. Dhabi F1 Grand Prix, as well as the G8 and G20 Summits.

Aggreko has the event-specific equipment, the personnel, ExCeL London Eurostar the expertise and the ingenuity to cater for myriad temporary A superb international exhibition and convention centre, ExCeL Eurostar is the high-speed passenger train linking the UK with energy solutions. London hosts a vast range of events every year. These include the rest of Europe. Trains travel at 186mph and carry almost exhibitions, sporting events, product launches, conferences, 10 million passengers each year. The London terminus is Aggreko has recently provided temporary power and award ceremonies and corporate hospitality functions. And St. Pancras International, from where Paris is just 2hrs 15 temperature control solutions to some of the world’s extensive on-site amenities guarantee great events. mins away and Brussels 1hr 51mins. greatest events, including the Open Golf Championships, Icon the Ryder Cup, Glastonbury Festival, Eurovision Song Contest With over 60 years’ industry experience, Icon is one of the and the NFL Super Bowl. world’s longest-established branding implementation agencies. Icon defines designs and delivers environmental branding around live events. The Icon brand is recognised as a trusted market leader, helping organisations bring their brands to life. Icon operates globally, providing event look, branding and wayfinding for some of the world’s best-known sporting

events. These include the London 2012 Bid programme in Travel Places 2004 and 2005, the FIFA in South Africa 2010, Wembley Stadium With more than 30 years’ experience to its name, Travel golf’s Ryder Cup, Wimbledon Championships every year and A name known throughout the world as the ‘home of football’. Places specialises in providing travel, meetings and event the forthcoming UEFA Euro Championships. The new Wembley Stadium opened in 2007 and has re-established itself as the nation’s leading venue for sports management for major events in London. These events extend Icon has worked in partnership with London & Partners to and entertainment events. Wembley can seat 90,000 throughout the sporting arena for clients and associations deliver dynamic and impactful venue and city dressing for the spectators and has extensive conferencing facilities. from virtually every industry sector. UEFA Champions League Final at Wembley in 2011, and the branding for the press launch of the new annual, world-class legacy cycling event for London in 2013. In addition to those listed above, London & Partners works with a range of hotel groups in partnership. These include Accor UK, Guoman & Thistle, Hilton, Marriott, Radisson Blu Edwardian London, Travelodge and more.

After the 2012 Games, London’s Section 03: A team that can help 17 Olympic Park will‘‘ be transformed into the Queen Elizabeth Olympic Park – a new home for sport and leisure for Queen Elizabeth the capital Olympic Park

The hosting of the 2012 Games will leave London a new ‘‘ destination for events and hospitality of all shapes and sizes.

Be the first Queen Elizabeth Olympic Park, with its cutting-edge venues and spaces will witness elite championships, The vision mass participation events and every conceivable type of After the 2012 Games, London’s Olympic Park will be business gathering. transformed into the Queen Elizabeth Olympic Park - a new home for sport and leisure for the capital. It will comprise two The future areas, each with a distinctive character and offering. The Park will begin to reopen from July 2013 to dovetail with the development of five new neighbourhoods and more than The north of the Park will be based around a landscaped river 90,000m2 of business space. Work is already underway to valley with spaces for everything from outdoor concerts to establish the Parklands and venues as a natural home for: nature walks, as well as access to the 6,000-seat Velodrome, • A wide range of national and international sports events; road cycle circuit, BMX track and mountain bike trails. • Mass public--participation events; • Cultural performances; The South Plaza will be made up of a series of flexible active • Festivals; outdoor spaces anchored by the 60,000-seat Stadium, 2,500- • Business and community events. seat Aquatics Centre and 114m tall ArcelorMittal Orbit, the UK’s tallest sculpture with viewing platform. By 2016, 9.3million visitors per year will visit the Park, in addition to the 30million plus already visiting Westfield, Stratford City. Statistics: The planning Work on re-opening the Park from July 2013 is already • 2.5km2 estate underway. A dedicated organisation – the London Legacy • 5 Olympic and Paralympic sports venues Development Corporation is already in place and has secured • 15 outdoor event spaces in a variety of sizes the future of eight of the Park’s venues, with operators in • 250 acres of open space place before the Games. The design of the South Plaza is • 6.5km2 of waterways almost complete and transformation work on the Park will • Over 1,000 hotel rooms within short walk of the Park begin in November 2012. • 195 trains an hour on nine rail lines to Stratford • 15 mins to City airport, an hour to Heathrow If you are interested in hosting an event in the • Re-opening from July 2013 (North Park), Spring 2013 Queen Elizabeth Olympic Park go to (South Plaza) londonlegacy.co.uk/eventsandspaces or email [email protected]

The experience Together, the Park and venues will create an unrivalled combination of experiences. From poolside dining in the Aquatics Centre to a cocktail party 80 metres in the air at the ArcelorMittal Orbit. From 40,000-person concerts on the South Plaza events lawn to floating cinema in north of the Park. And from the 2017 World Athletics Championships in the Stadium to a five-a-side championship in the Multi-Use Arena. 18 Section 04: London is... Events 19

London is... Events

Every day of every month of every year – London hosts events of all sizes and types for every conceivable audience. Some are iconic events watched by the world. But the message is clear – whether you are hosting a business, sporting or cultural event, London is the perfect stage. Aviva London Grand Prix Athletics

World Skills 2011 Royal Parks Foundation npower Test Cricket Half Marathon England Football SportAccord Convention Euro Qualifier The Queen’s Diamond Dextro Energy Triathlon - Jubilee Celebrations Virgin London Marathon Queen’s Birthday Parade ITU World Championship AEGON Masters Tennis Series London Wimbledon Championships Tennis Yonex BWF World Badminton Championships Hard Rock Calling Relentless Freeze Festival Music Festival LOCOG Test Event inc FIS Big Air UCI Track Cycling World Cluster Cup Classic European Haematology London Restaurant Wimbledon Royal Wedding Association Notting Hill Carnival Festival New Year’s Eve Fireworks FINA World Cup Virgin London Marathon Championships Tennis Olympic Games

April 2011 May 2011 June 2011 July 2011 August 2011 September 2011 October 2011 November 2011 December 2011 January 2012 February 2012 March 2012 April 2012 May 2012 June 2012 July 2012 August 2012 September 2012

London International Pride London Liberty, London’s Lord Mayor’s Show New Year’s Day Parade St Patrick’s Day Parade Heineken Cup World Pride Paralympic Wine Fair Disability Festival Final Rugby Games Great London Swim England Rugby London International Oxford and Cambridge Emirates Airlines London London Mela Autumn Internationals Boat Show Boat Race London Youth Games LOCOG Test Rugby Sevens Mayor of London’s Skyride Barclays ATP World Tour Chinese New Year Events Cluster Finals Tennis Celebrations Tour of Britain

Farnborough Air Show

Six Nations Rugby Chelsea Flower Show Internationals UEFA Champions BBC Proms in the Park League Final Mayor’s Thames Festival European League Against Rheumatism 20 Section 05: Helping you every step of the way 21

Step 2: Turning a concept Helping you every into reality Case study: Before work begins in earnest on an event – SportAccord Convention particularly a major one step of the way The SportAccord The Major Events team of international sport. These – event owners should Convention, held in London London & Partners brought host organisations were: UK undertake a detailed in April 2011, was a major together host organisations Sport, VisitBritain, LOCOG, feasibility study. milestone in increasing to invest in hosting the UK Trade & Investment and London and the UK’s market six-day gathering of the Department of Business, Step 1: Getting started For events which Case study: share of the global sports more than 1,500 leading Innovation and Skills. fulfil city objectives, and major events industry. representatives from Speaking to London & Partners is ideally London & Partners from UEFA Champions League Final Bid placed to help carry out such work. Working with key city the moment you think about The team partnered political and operational This included a free partners, the team can: ATP World Tour Finals at The O hosting an event in London The FA to successfully support engaged. UEFA Champions 2 will be one of the wisest bid to host the UEFA The team played a key role Festival in Hyde Park • Establish the strategic decisions an event planner Champions League Final in planning and promoting and Women’s Champions case for creating, ever makes. at Wembley in May 2011. a week-long programme of League Final at developing or hosting ‘The case for London’ was events building up to the FC’s Craven Cottage. an event; Apart from a warm and developed and the relevant Final on 28 May. understanding welcome, • Develop a detailed London & Partners offers: understanding of what is • Free, impartial advice; required to stage • Organising site visits; London regularly stages UEFA Champions League matches the event including: • Budget advice and – and the 2011 Final is at Wembley - financial implications; supplier quotes; - funding model(s); • If you are undertaking a - technical and bid process, written operational support for your bid from requirements; leading civil and corporate - Procurement of an event figures in London production company; and the UK; - commercial • Production of opportunities; bid documents and - sustainability measures. presentations, with • Assess the potential assistance presenting social, community and the bid, if required; economic benefits/risks • Introductions to potential associated with staging event sponsors; your event in London; • Visitor information • Make a clear for delegates. recommendation to the Mayor, key stakeholders London’s event and potential partners. marketplace is multi-faceted and fast-moving. Let London & Partners be your guide.

NBA action at The O2 London Fashion Week 22 Section 05: Helping you every step of the way 23

Here’s just a small taster of what’s on offer in London: The dramatic profile of The O Step 3: Finding the 2 perfect location Business and/or pleasure: When it comes to event Modernity and history exist in perfect harmony in London. venues, you are literally spoilt State-of-the-art spaces such as Altitude 360 and the Blue Fin for choice in London. complement iconic venues such as the Tower of London, the Science Museum or the famous Abbey Road Studios. That’s why you need London & Partners alongside Congresses: you – to select the perfect London has venues to accommodate thousands of delegates location for your event and from all over the world. Such venues include ExCeL London, the right places for your the Queen Elizabeth II Conference Centre, Earls Court & guests or customers to stay. Olympia, The O2, Park Plaza Westminster Bridge, The Hilton And then to negotiate on London Metropole and Novotel London West. your behalf. Large-scale events: Major events can be held in an array of exciting venues – and Case study: spaces. On the sporting front, there’s stadia such as Wembley and Twickenham, the respective homes of English football and rugby. Both have extensive conferencing and banqueting Gastro facilities. Then there are capacious entertainment venues, GASTRO is one of including the Wembley Arena and The O2. In addition, live the largest medical events can be staged in spaces such as Hyde Park and soon conferences staged in in Queen Elizabeth Olympic Park. London. The collaborative staging of this important Places to stay: five-day congress for the From convention hotels to trendy boutique properties and medical sector required a five-star luxury apartments, London has accommodation venue capable of hosting options for every budget or client brief. an anticipated 13,000 delegates. As well as a The city currently has over 100,000 hotel bedrooms, with a proactive city convention 10% increase expected by the end of 2012. It also bureau, the organisers features numerous budget hotels, hostels and university were attracted to London accommodation for events on tighter budgets. because of its accessibility, reputation as a safe and Accommodation is spread across London’s 33 boroughs, visitor-friendly city and its with all the global hotel brands represented. Many are happy endless range of options for large group bookings or complete corporate takeovers. for social activities. The successful bid to bring …and the view’s changing too GASTRO to the UK capital Despite its 2,000-year history, London continues to was the result of the teams evolve. During 2012, London’s landscape will change The Science Museum ExCeL London partnerships with ExCeL dramatically with the addition of architectural highlights London and Vienna- such as the Shard of Glass (London Bridge Tower), based Vereint (AMC) containing a six-star, 195-room Shangri-La hotel. and DM&C (EMC) who organised the congress and all the logistics. The Events team worked with the organisers to increase delegate numbers, offered a city welcome programme and sourced over 10,000 bedrooms. The results saw registrations exceed expectations by attracting 14,600 delegates.

24 Section 05: Helping you every step of the way 25

Robbie Maddison’s Tower Bridge jump Step 5: Broadcasting to London events are very photogenic the world London is among the world’s most photogenic cities. It’s also one of the most recognisable. Being able to show the world that your event is taking place in London gives it instant status and integrity.

But knowing where to shoot and when, plus gaining all the right permissions, does require experience and the ability to make the right connections.

No organisation is better placed to advise and help on these subjects than London & Partners.

Whether you want an iconic backdrop or footage to show London at work, our expert personnel will literally point your cameras – and those of the media – in the right direction.

The excellent relationships London & Partners maintains Step 4: Standing out London & Partners’ that’s a simple, impactful press with all the authorities and from the crowd specialist event marketing release, a jaw-dropping press Case study: location owners means the and communications team stunt or how to deliver an team can also help with Achieving cut-through in is on hand to enable you integrated marketing plan. logistics, editorial ideas and London’s 24-hour media to extract the best value Robbie Maddison’s location advice. cycle is not easy. Knowing from your marketing and Advice is also available on Tower Bridge jump what to say, when to say it communications plan - and the best venues to hold In July 2009, freestyle and to whom is an art in itself. Case study: budget. The team can advise media events, and which motocross star and Red you on: London media channels Bull X-Fighters rider In addition, ensuring deliver the best ROI. Robbie Maddison made your event creates London Media Centre • How to get press a death-defying back-flip newsworthiness by looking coverage; Crucially, the across Tower Bridge’s During the 2012 Olympic and feeling different • How to build an audience; London & Partners team raised arms. The Events and Paralympic Games, also relies on first-hand • How to create a brand have excellent relationships team worked closely with London & Partners will run knowledge of what makes with genuine stand-out; with the London media. This the event organisers Red the London Media Centre London tick. • How to dress the city; means it is ideally placed Bull to enable this top- (LMC) – the media centre • How to spend your to build strategic media secret event to take place. for non-accredited, budget to ensure partnerships on your behalf. non-sports media. maximum value; Similarly, the team can Based at One Great George • How to drive ticket sales. recommend trusted suppliers Street, just off Parliament to help deliver outstanding, Square, the LMC will be The service goes much deeper. world-class events. open to a potential The team will also advise on 7,000 media personnel. the form of marketing and London & Partners will communications relevant to co-ordinate a full and each audience – whether exciting programme of media activities during the Games to showcase London as a unique, quirky, innovative and world-leading city. 26 Section 05: Helping you every step of the way 27

Step 6: Engaging a Step 7: Settling in London wider audience

Creating additional spaces for Because of its excellent a wider audience to interact location, transport links and with your event can be crucial access to key markets, many to an event’s success and international companies have subsequent longevity. made their regional or global headquarters in London. This is particularly true in sport, where tickets to a For organisations with that popular main event may in mind, London & Partners quickly be sold out. can provide expert, practical advice. Opening up areas – called Live Sites or Fan Parks – will Such advice encompasses: increase the opportunity to view, and create additional • Making a business case revenue and branding for locating to London; opportunities for your • Accessing relevant commercial partners. business networks, professional associations London & Partners can guide and specialist services; St. James’s Park and Buckingham Palace you through the process to • Finding you the right successful ‘offsite’ events. property in the right place at the right price; This service ranges from: • Providing information on • Initial recommendations on housing, schools and local the best venues; amenities for your staff • Negotiating with the …and their families. venue owner; • Linking in to all the More than 1,000 companies relevant authorities for any from 40 countries have permits or licences; been helped to establish • Content suggestions; themselves in London with • Promotion of the venue our help in recent times. and the experience, away Are you next? from the main event.

Case study:

NFL Fan Rally, Trafalgar Square In 2010, the Events team worked with the NFL (American Football) to host and promote London’s first-ever free NFL Fan Rally in the build up to the Wembley-staged match. Held in the city’s famous Trafalgar Square, the NFL and the competing teams were able to engage with over 40,000 Londoners and visitors. Through a great festival of music and entertainment, London & Partners enabled the NFL, teams and sponsors to grow their fanbases across London and the UK. London’s business district unites history and commerce 28 Section 06: Maps 29

London map

Upper Ilford Holloway Clissold Clapton Leyton Park Orient FC Golf Ilford DOLLIS HILL Course Wembley Lee Valley South

t Rectory Road Park t Wanstead London comprises of 33 Fenton Park Park North A B Luton C D E F G Arsenal H J K L M Flats N P Ho. (NT) Parliament Stansted Wembley To Leyton Airpor Airpor different districts, known 1 (23 miles) Cricklewood Uni. of Lon, Burgh Hill Tufnell Emirates To (26 miles) 1 King's College Ho. Park Stadium SHACKLEWELL Hackney as Boroughs. Each has its Gospel WEMBLEY Gladstone Hampstead Oak Marsh ILFORD Park CRICKLEWOOD Hampstead Keats Heath HOLLOWAY Wanstead Manor Park Park own administrative council, Wembley House R i

Stadium Arsenal Drayton v

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Open University e r representative of the many (Regional Cen.) FC Park r Holloway R o Wembley Neasden Road site of Woodgrange d different communities who Kentish Forest Gate i Finchley VeloPark n Stadium Belsize Park Park g Dollis Road & Town Hill Canonbury Hackney all call London home. Frognal Caledonian Downs Wembley 2 Homerton Maryland 2 Central West Hampstead Road University of Willesden (Thameslink) Freud Green Mus. Kentish Hackney Central Stratford East London Town Highbury & International Finchley KENTISH Hackney Diversity is everywhere, Kilburn West Road West Islington LONDON 2012 Hampstead Hackney Wick OLYMPIC WEST TOWN Museum West Caledonian Road PARK SITE with more than 300 Hampstead Chalk & Barnsbury Stratford HAM Brondesbury Farm Barking Swiss Camden Upn Cottage languages spoken. In Road London West Stonebridge WILLESDEN site of Ham Park East Ham Park Essex Fields Victoria Aquatics addition, more than 40% South Road Park Olympic Centre BARKING Hampstead Stadium Brondesbury (under const.) of the city’s 7.9 million Park Camden Alperton ST. Town Upton population come from JOHN'S Park 3 KING'S 3 Kilburn WOOD Business ethnically-diverse groups. High Road St. John's CROSS Design Cultural Boleyn Grd. Wood Cen. Heritage Pudding London Mill Lane Harlesden Kilburn Zoo Mornington Resources Park Crescent Museum Plaistow West Ham Kensal St. Pancras King's EAST St. Pancras Angel Cambridge United F.C. Willesden Rise Queen's International Cross Geffrye Heath HAM There’s also an enormous Junction Park KILBURN The Museum West Lord's Cricket British Ham diversity of venues in Kensal Ground Regent's Lib. Green Euston Museum of (M.C.C.) Park FINSBURY Childhood White Mile End Bow which to stage events. Cube PLAISTOW Hanger Willesden Maida Cube Park Church Lane Freight Term. Vale Royal College ST. PANCRAS Bethnal Bow From the iconic to the of Physicians Green Road Bromley BMA House Bethnal Uni. of by Bow Euston Square Old Mile historic, right through to 4 Wellcome Collection The Honourable Street Green Lon. End 4 Artillery Company Madame Warren St Conference Centre SHOREDITCH Stepney Devons the ultra-modern – and Tussauds Russell Road Royal North Warwick Uni. Coll. North Marylebone Telecom Square Faringdon Acton Avenue Regent's Great London The Brewery Ragged everything in between. Wormwood Baker Portland Tower Street Park Barbican Whitechapel Sch. Mus. Scrubs Edgware Street British Some of these venues are Westbourne Road Moorgate BROMLEY Park Googe Museum Museum Liverpool BECKTON listed in red and black on Linford Christie Street of London Street Stadium Royal Oak MARYLEBONE Tottenham City Thameslink Langdon Beckton the map opposite, but North PADDINGTON Hilton Court Road 40/30 Aldgate East Park Canning Ealing Acton Ladbroke London Royal Society HOLBORN Royal The Guildhall "The Gherkin" Town West Main Line East Grove Paddington Metropole of Medicine Court there are many more Oxford Acton Acton Hotel Marble of Justice St. Paul's Bank Aldgate Limehouse aling Circus Covent Somerset Custom London & Partners can Arch Garden Cathedral Shadwell The Troxy House for dway 5 Lancaster Bond House Royal Beckton 5 Latimer London Mansion City Inn Fenchurch St ExCeL Street Westferry Victoria Park Cyprus Road Bayswater Hotel London Transport Mus. Temple House Tower Hill All Saints Gallions uncover to provide the perfect White Tower Gateway East Reach ACTON City Leic. Sq. Mon. India ExCeL Prince B.B.C. Lancaster Cannon St West India Royal Albert University of Television Grosvenor National Museum in London Regent backdrop to your event. Television Queensway Gate Piccadilly Tower of India Poplar Royal Albert Dock East London Centre House Gallery Millennium Old r Tha Docklands Poplar Notting Faraday Circus London e m Quay Blackwall Wood Hyde Charing Bridge Billingsgate iv es Royal Victoria Dock London City Airport Hill Gate Museum Cross HMS Belfast R Loftus Road La. Kensington Tate Guoman Tower Acton Queens Park WESTMINSTER Modern Hotel Rotherhithe Canary Royal George V Dock Ealing Rangers FC Gardens One Whitehall Place Wharf The O2 Central Park London Silver Fleet Vinopolis Wapping Heritage Museum Common Green Park Royal Horseguards Southwark London City Shepherd's Hilton on Hotel Tower Bridge Canary West Airport A recent survey question Kensington City Wharf Airport King George V Thames Bush Park Lane Merlin Ent. Heron Silvertown Palace Serpentine Banqueting House Hall Dock Pontoon Valley Shepherd's London Eye Waterloo East Brunel Quays Dock Thames Gallery St. James' Park London Woodland North Barrier Park revealed some of the Bush Mkt Bridge Museum Greenwich KENSINGTON Hyde Park One Great George St Borough Corner South Quay core reasons people are 6 Waterloo Rotherhithe 6 Holland Royal Albert Imperial Buckingham QEII Thames Acton Town Hall College Central Hall Goldhawk Park Palace Westminster Conf. Lambeth N. SOUTHWARK Water Barrier Woolwich magnetised by London Road High Street London Knightsbridge Cen. Ferry Kensington St Ermin’s Park Plaza South Hotel Westminster Bermondsey Crossharbour Kensington Westminster Bank (respondents could select South Victoria & Abbey & Bridge (Olympia) Science Mus. Royal Acton Albert Horticultural Palace Imperial BERMONDSEY Southwark Thames Barrier Firepower more than one answer): Gunnersbury Museum Halls Church War Mus. Park Greenland MILLWALL Visitors Centre Park Museum Nat. Hist. Mus. House Dock Gunnersbury Olympia Victoria Westminster Conf. Cen. Mus. of Elephant Stamford Cath. Garden Park Turnham Brook Gloucester South Kensington & Castle Surrey Woolwich Chiswick Green Ravenscourt Park City Inn History Quays Dockyard Park Road Park Plaza Woolwich Which, if any, type of To Heathrow Hammersmith Westminster Mudchute Arsenal Plumstead t Sloane Victoria Airpor Earls Millenium Gloucester Square London (10 miles) Novotel London Hotel and Conf. Tate LAMBETH major events would make West Hotel Court Britain Centre Park Plaza South 7 The Saatchi 7 you more likely to visit Gallery Riverbank Bermondsey Gunnersbury West Pimlico Island Charlton Kew Apollo Barons London Kennington Bridge Court Kensington Earls Court Ranelagh Gardens The Valley Gree CHELSEA The Den DEPTFORD Westcombe Charlton WOOLWICH London after 2012? Conference Centre Gardens Millwall Park Borough Mu Nat. Army Athletic F.C. Kew Bridge FC University of Queens Mus. Greenwich Steam Mus. Club Maze Hill Hogarth's West Vauxhall • Music: 37% Brentford House Brompton Chelsea Burgess Old Royal Naval College F.C. Physic Garden The Oval Park Livesey Cutty Sark • Cultural: 36% (Surrey CCC) Museum National Gallery CHISWICK Stamford Oval for Maritime Greenwich Bridge Maritime Museum Childrens Zoo Deptford GREENWICH • Sporting: 25% The National Chelsea FC Greenwich

Archives Chiswick Fan R

R Battersea New Mus Flamsteed House i

• Ceremonial: 17% i New v v Fulham (Old Royal Observatory) Evolution Battersea Cross Cross Woolwich e Broadway

8 r FULHAM Park Gate Common 8 T

The T Battersea Queens Road Royal Wetlands h Park Greenwich Centre a Peckham Botanic m Park Craven Parsons Deptford Bridge Shooter's Hill Gardens e Cottage Queenstown Road Kew s Green (Battersea) Golf Course Kew Fulham Imperial Lambeth Coll. Gardens Duke's FC Wharf CAMBERWELL Meadow BATTERSEA Stockwell Eltham Golf Common Course Bishop's St. John's Park Elverson Barnes London Battersea Road Bridge Fulham Heliport Wandsworth Denmark Hill Oxleas Palace Road Nunhead Wood BARNES Putney Lewisham Blackheath d Surrey Bridge rse Loughborough 9 Clapham Junction Brockley 9 Mortlake High Street Clapham Barnes Clapham North Kidbrooke Junction Waverley Park Falconwood North CLAPHAM Brixton Sheen PUTNEY Clapham East Dulwich Common

Richmond Putney Wandsworth Peckham Roehampton Town Clapham Rye Eltham Eltham Golf Common Sutcliffe Warren To Course Airport Golf Course 10 RICHMOND (26 miles) Ladywell Park 10 East Gatwic A B C D E F G H J K L M N P Putney Aquarius k North Dulwich Golf Course © Collins Bartholomew 2010 Roehampton Herne Hither Green Clapham Hill University of South Greenwich oppy London Overground/Underground station Tourist Information Conference Facility/Venue University/College Religious Building Zoo/WildlifeLee Park Football StadiumELTHAM Other Sports Ground actory KEY TO Brockwell useum Honor CENTRAL LONDON SYMBOLS Docklands Light Railway station Bellingham National Rail station Park Museum Historic House/PalaceOak Park Castle/Ruin Garden Golf Course Eltham Other TouristUniversity Feature of Palace Greenwich Catford (Avery Hill Campus) Hill Bridge Dulwich Dulwich Pi t Rl 30 Section 06: Maps 31

London transport & Tube map

Getting around London is easy, thanks to the city’s extensive and interlinked public transport network.

The bedrock of the network is the London underground railway service, affectionately known as the Tube, The map opposite shows how the Tube’s 11 lines reach every part of the city, with the 250+ stations linking every community, business and retail area.

But the Tube is not the only way citizens and visitors get from A to B. They also use: • The Overground train network; • Bus services which reach into every community; • Plus the familiar London black cabs.

London also has regular river ferries transferring commuters and tourists along the River Thames. Further afield, the city is served by five international airports, and national and international rail services. Ongoing enhancements are being made to the overall infrastructure, including a Crossrail project linking the city on its east-west axis. 32 Section 06: Maps 33

2012 Games Time Map

This map showcases London Fryant Country Park over Games Time and Springfield Park am Fo lth re includes the 2012 Olympic a s Lee Valley t Finsbury W LIVE SITE WhiteWater Park Centre and Paralympic Venues, Canoe Slalom Live Sites, National Wood Green A406 North Circular Road Walthamstow Hospitality Houses, transport Central WEMBLEY PARK Alexandra Palace Cheshunt links and the city’s iconic buildings and landmarks. A1 HollowayRoad Hampstead Heath Hackney Wembley Arena Marshes Badminton, The Live Sites will offer free A12 Rhythmic screenings of Olympic and Gymnastics Wembley Park Wembley Stadium Paralympic competitions. A41 Stratford International Wembley Concerts, cultural and artistic t Pancras International to Stratford in 7 minutes Stadium A503 : S Football ne li shows plus exhibitions will in A406 1 ra t ® also be featured at the sites. n Olympic Park li e Athletics+, Aquatics+, Stratford v a Basketball+, Cycling+, A10 J Diving, Handball, Hockey, ic Paris p Modern Pentathlon, m Swimming+, ly *Paralympic Sports London can give a O resounding ‘yes’ to all the B responses to this recent St John’s Wood Angel Victoria 2 Park King’s Cross / St Pancras International visitor survey question 4 5 Lord's Regent’s West Ham (respondents could select Cricket Ground KING’S CROSS Archery STRATFORD more than one answer): Park

Which, if any, of the A12 A11 Mile End Road following additional A406 Hanger Lane 3 CITY OF LONDON11 activities would make A13 Oxford Circus you visit a major event in Paddington Marble Arch 13 Liverpool Street A13 Commercial Road an international city? A40 Wesway Bank Canning Town 15 Temple Queensway ExCeL London Hyde Park • Packaged Tower Hill Boxing, Fencing, Marathon 20 Custom House Judo, Table Tennis, Swimming, Horse Guards C 17 Parade Taekwondo, Weightlifting, accommodation and Triathlon Green Park London Beach 10 Canary Wharf North Greenwich Wrestling, Volleyball Bridge *Paralympic Sports London City Airport ticket deals for the The Mall Holland A Marathon+, event: 50% Hyde Park Race Walk, HOUSE Park Road Cycling 14 PICTURE: Eton Dorney Hyde Park Westminster Potters Fields North Canoe Sprint, Corner Southwark 12 7 • Discounts to other Rowing+ High Street Greenwich Kensington Arena 6 Waterloo Artistic attractions in the 21 Gymnastics, Basketball+, KENSINGTON 19 9 city: 42% Slough 16 Trampoline • Opportunity to Earl’s Court Victoria The Royal participate in an A4 Great West Road A1202 Artillery Barracks Shooting+, activity linked to the Earls Court A2 Old Kent Road Paralympic Volleyball Archery Woolwich event: 21% Arsenal oolw ich • Public screenings Burgess W Park Woolwich LIVE SITE of the event and 8 Common London Battersea additional 18 Greenwich Wetland Park Park Greenwich Equestrian+, entertainment in Centre Modern Kew Pentathlon the city: 18%Gardens A202 GREENWICH A2

KEY

A205 Upper Richmond Road A3 London 2012 Venues National Hospitality Houses ANOCA (Africa) Czech Republic Ireland Sochi 2014 = London 2012 Venues Business Design Centre Big Chill House Marble Arch & Kensington Gardens

Clapham Olympic Sports+ = Paralympic Sports also France Switzerland Common *Paralympic Sports = Multi-Sport Venues Tower Hill Old Billingsgate Market QEII Conference Centre Glaziers Hall Belgium Nigeria BT London Live Paralympic Multi-Sport Venues Inner Temple & Apex Temple Hotel Museum of London Docklands Theatre Royal Stratford East ExCeL London Holland Russia A BT London Live Hyde Park - Olympic Games A20 Boccia, Paralympic Judo, Somerset House Alexandra Palace Perks Field - Kensington Palace B BT London Live Victoria Park - Olympic Games Southfields Paralympic Powerlifting, Paralympic Table Tennis, A23 Sitting Volleyball, Wheelchair Fencing Tube and Train lines and stations included C BT London Live Trafalgar Square - Paralympic Games RICHMOND N 22 Olympic Park Central Circle District Jubilee Northern Piccadilly DLR Javelin® Train station Tube station DLR station Goalball, Paralympic Five-a-side Football, W E Hampton A3 Court Palace A205 Paralympic Seven-a-side Football, Other Tube and Train lines not included Road Wheelchair Rugby, Wheelchair Tennis Bakerloo Hammersmith & City Metropolitan Victoria Waterloo & City London Overground Mainline Rail Emirates Air-Line (under construction) S Cycling Wimbledon Tennis London’s iconic buildings and landmarks Wimbledon Hampton Court 1 Wembley Stadium 2 ZSL London Zoo 3 BT Tower 4 Olympic Stadium 5 ArcelorMittal Orbit 6 London City Airport 7 The O2 8 Old Royal Naval College 9 Canary Wharf 10 Tower Bridge 11 The Gherkin 12 The Shard 13 St Paul’s Cathedral 14 EDF Energy London Eye 15 Royal Opera House - The Olympic Journey 16 HousesA205 of Parliament 17 Trafalgar Square 18 Battersea Power Station 19 Buckingham Palace 20 Marble Arch 21 Harrods 22 Wimbledon – All England Lawn Tennis Club

Wimbledon This map was produced by London & Partners in April 2012. All information included in this map was correct at the time of publication. Park

Wimbledon Common 34 Section 07: Key points of contact

We’re here to help ‘‘ If London’s on your mind as a ‘ potential event venue, contact London & Partners now

London & Partners T: +44 (0)20 7234 5800 F: +44 (0)20 7234 5752 londonandpartners.com

Major Events T: +44 (0)20 7234 5800 E: [email protected] ‘‘londonandpartners.com/majorevents Event Solutions / Convention Bureau T: +44 (0)20 7234 5833 E: [email protected] londonandpartners.com/convention-bureau

Major Events Strategic Partners Aggreko Pitch Paul Wilkes Drew Barrand South East Area Sales Manager Associate Director For sport alone, London is already confirmed to T: + 44 (0) 7836 656007 T: + 44 (0) 207 494 1616 host the following major events beyond 2012: E: [email protected] E: [email protected] aggreko.co.uk pitch.co.uk

G4S SMG Insight/YouGov Euroleague Basketball Final Four Ian Horseman Sewell Frank Saez Triathlon ITU World Championship Grand Final Managing Director Managing Director 2013 T: + 44 (0) 20 7516 1250 T: + 44 (0) 207 012 6100 UEFA Champions League Final E: [email protected] E: [email protected] g4s.com/uk smg-insight.com EuroHockey Championships Icon Andrew Hodson ICF Canoe Slalom World Championships Sales and Marketing Director 2015 T: +44 (0) 20 8269 6213 IRB E: [email protected] icon-world.com IAAF World Championships in Athletics Photo credits 2017 London & Partners Getty Images Simon Owen, Red Photographic And there are more bids in the pipeline A E LTC with announcements forthcoming. PA Images/SCCC Hayley Maddan London & Partners 2 More London Riverside London SE1 2RR United Kingdom

T: +44 (0)20 7234 5800 F: +44 (0)20 7234 5752 londonandpartners.com

A GUIDE TO STAGING YOUR EVENT IN THE BEST BIG CITY ON EARTH