THE LEGACY GAMES
WHAT HAPPENS AFTERWARDS WILL BE INTERESTING
“I really enjoyed working with all of the venue teams. It is a once-in-a-lifetime opportunity to work on a project like this in London, and it’s obviously going to have a huge impact on this area and the lives of the people who are going to possibly live here, or have lived in this area in the past.
“I think [London 2012] is going to transform this area and significantly, and I feel quite strongly about that because I live in one of the boroughs – Tower Hamlets.
“I am always energetic and enthusiastic, especially about the legacy of the Games. The Games are a great opportunity to showcase the area to the rest of the world, but what happens afterwards will be really interesting I think.”
Worked on the Olympic Park as part of the ODA’s Women into Construction programme
WE ARE NOW LEADERS IN OUR SECTOR
“Winning the London 2012 contracts to supply security fencing and gates at numerous sites has probably taken us from a small to a medium-sized company.
“It’s about much more than the value of the work itself: through our involvement with the Games, we’ve gained national and regional TV, radio and press coverage, which will have a lasting impact on our profile.
“We’ve been able to plan for considerable growth: a new factory, new and improved products, and new approaches to design and manufacturing. We’ve increased our workforce during the recession, and can offer job security.
“Most significantly, we are now leaders in our sector, with an international reputation and rapidly growing export business.”
Managing Director, Zaun Limited,Wolverhampton
ONE DAY I’LL BE THERE COMPETING MYSELF
“The School Games are dead exciting, it’s good that the Government is putting money into them so young people can try out loads of different activities.
“So far I play boccia which is really skilful, you throw balls to try and get nearest to the jack to beat your opponent. The other sport I play is wheelchair basketball. It’s really good exercise, I use a special wheelchair and score loads of baskets.
“The Olympics and Paralympics coming to Britain is great too. I’ll be watching it on TV. One of my favourites is Stephen Miller, he’s from the North East like me, and he’s won loads of medals, but I’d love to take him on, I reckon I could beat him! Hopefully one day I’ll be there competing myself.”
Lerab Rafiq, 15
INSPIRATIONAL FOR YOUNG ATHLETES
“I started paddling aged 9. At 12 I was spotted by Sport England and got on a World Class Performance Programme. I’m funded by UK Sport now, and moved near to Lee Valley White Water Centre a year ago to canoe full time.
“It’s one of the best facilities in the world and being there every day really gives you an edge. There are big drops, waves and rapids all year round. I do gym work, have a nutritionist and review my practice runs. I live and train with a two-time Olympian, so there’s a healthy rivalry.
“I’m determined to stay focused and get to the World Championships here in 2015, and the next Olympics. Having the Games here is inspirational. It’ll bring publicity and maybe more sponsorship.
“I’m determined the hard work will pay off, anything is possible with practice. If you put your mind to it you can achieve anything!”
Tom Brady, 19
THE EAST END CAN BECOME THE NEW WEST END
“I’m 72 and have lived in East London all my life. Having the Olympics is the greatest thing in my lifetime. I was a councillor when London was awarded the Games and I can’t wait.
“When I was a kid this area was wasteland, now you can see the stadium from my house with flats and houses going up everywhere. We’ve got a brand-new park, a school opening in 2014, and the local community can use the sporting venues too.
“I run The Geezers Club, a bunch of older blokes, we’re all very excited. We’ve visited the venues and toured the Olympic Village. I’m volunteering as a Games Maker in the Aquatics Centre and trying to get older people more involved. I’ve had orientation and training at Wembley and Hackney College. There are thousands of us.
“If we grasp this opportunity, the East End can become the new West End.”
Geezers Club, Tower Hamlets
IT HAS HELPED ME BUILD A NEW CAREER
“People think London 2012 is just about sport, but it helped me get my first paid commission as a writer, my first paid teaching work, my first residency and my first producing work as an artist.
“I first got involved with the Lyric Lounge in 2009, when I was 19. It’s a touring spoken word festival inspired by the Olympics and Paralympics, and organised by Writing East Midlands. These experiences provided mentorship, reflection, friendship and networking. I discovered new levels of responsibility, and was showered with support.
“This gave me the confidence, contacts and professional standing to create The Mouthy Poets, the organisation that has changed my life, as well as that of dozens of other young people across the East Midlands. I’m also working with Shake the Dust, a nationwide youth poetry event, part of the Cultural Olympiad.
“At 21, I’m making my living through poetry, which shows the arts can be a viable career if you’re prepared to work hard to make the most of opportunities, like those that came to me through the Games.”
Deborah ‘Debris’ Stevenson
Poet and educator
THE LEGACY FOUNDATIONS ARE LAID – BUT THE HARD WORK IS YET TO COME.
This year, our country builds on its long and proud association with the Olympic and Paralympic movement, as London becomes the first city ever to host the Games for the third time.
It is an extraordinary honour for the UK, and we intend to repay it by showing why the Games is more relevant today than ever – for the values it represents, the lives it can touch and the unique opportunity it provides to encourage more young people to play sport.
That’s why the idea of legacy was built into the DNA of London 2012, with 75 pence in every pound spent on the Olympic Park going into the regeneration and renewal of East London.
Whether inspiring children and young people into sport through the School Games, supporting our businesses through the GREAT campaign, or changing lives through the urban regeneration programme, the benefits of these Games will stay with us for decades to come.
The strength of London 2012 lies in the collaboration we’ve seen across organisational and political boundaries, and I am grateful to all of the outstanding people who are pulling together to make the Games happen. Successive governments and London Mayors have all played their part in the achievement.
But by definition, of course, the true legacy of London 2012 lies in the future. Though much has been done, I am acutely aware that the drive to embed and secure the benefits of London 2012 is still to come.
That is our biggest challenge. It’s also our greatest opportunity. This is the story of how we’re preparing to grasp it.
David Cameron Prime Minister
“The success of the Olympic Games is not determined solely by the 16 days of competition. To be truly successful, the Games should leave a positive legacy that endures long after the closing ceremony.
“Legacy planning has become an integral part of the Games preparation process from the very start. In selecting a host city for the Games, the International Olympic Committee closely examines each candidate city’s legacy plan and ensures that all the candidates benefit from knowledge gained by previous hosts.
“London has raised the bar on how to deliver a lasting legacy by incorporating long-range planning in every aspect of the 2012 Games. We can already see tangible results in the remarkable rejuvenation of East London, but that is just the start.
“The new Olympic Park and sustainable Olympic venues will draw visitors from throughout the UK and beyond for years to come, supporting jobs and economic growth. Investments in transportation systems and other infrastructure; community and cultural projects; and Olympic education programmes will provide other long-term benefits.
“The Olympic Games will also enrich and extend Britain’s glorious sporting legacy by revitalising sporting infrastructure, creating new sport heroes and inspiring more young people to experience the joys and benefits of sport. By looking to the future as it prepared for the 2012 Games, this great historic city has created a legacy blueprint for future Games hosts.”
President,International Olympic Committee
“In 2012, the Paralympics return to where they first began. This represents an incredible opportunity to take Paralympic sport to the next level, and secure a lasting legacy for people with an impairment.
“As the first fully integrated Games, I’m confident London 2012 will be the moment when the Paralympic Games will get the full recognition they deserve, with all athletes treated as equal.
“Never underestimate what a powerful catalyst this can be. Across the media, business and public services, these Games are helping to change how people with an impairment are seen, and the opportunities that are opened up for them as a result.
“In London 2012, we can take another giant leap forward for the Paralympic Movement, and help to address some of the prejudice and misunderstanding that unfortunately exist.
“Everything I’ve seen so far tells me that Britain is ready to seize this historic opportunity.”
Sir Philip Craven
President, International Paralympic Committee
In 2005, the UK’s bid team made a bold pledge: choose London and we will create an extraordinary legacy for the UK and the world. Over the last seven years, the Government, Games organisers, public authorities and other partners have worked to make good on that promise. This is the story of the first ever ‘Legacy Games’, and of the many lives being transformed by it.
“London’s vision is to reach people all around the world to connect them with the inspirational power of the Games… Choose London today and you send a clear message to the youth of the world: more than ever, the Olympic Games are for you.” Lord Seb Coe
6 July 2005
“I made that promise seven years ago during our bid presentation in Singapore but I remember it as clearly as if it were yesterday. I have seen some exceptional examples of new sport initiatives right across the country – from new sports clubs springing up, reinvigorated sports facilities, more coaching opportunities, more athletes visiting schools, more focus on the values of sport.
“It isn’t nearly as easy to capture the interest of young people today as it used to be, but I genuinely see some remarkable programmes and results that just would not have happened had we not won the bid in 2005. And not just in our own country but in young people in many other countries through our International Inspiration project.
“I am immensely proud that sport has also been a catalyst for the jaw-dropping transformation in East London. We wanted to use the inspirational power of the Games to leave a lasting legacy, in sport participation as well as in people’s lives in East London, in attitudes towards disability, in sustainability and protecting the world we live in. And we are well on the way to achieving this.”
Lord Seb Coe
Chair, the London 2012 Organising Committee of the Olympic and Paralympic Games (LOCOG)
“We’re working hard to deliver a fantastic Games and an unforgettable summer of culture and sport across the country – but just as exciting are the amazing opportunities that lie beyond 2012.
“The London Games represent far more than just four weeks of world-class Olympic and Paralympic sport for us all to enjoy. It’s an investment in the UK which will continue to benefit people, places and businesses all around the country for years to come.
“We have an extraordinary chance to use the Olympics to reinvigorate this country’s sporting habits for both the young and the old. We can use the Games to fire up our businesses and encourage new investment across our economy, whilst making the most of the global spotlight that will shine on the UK this summer to highlight our fantastic tourism offer. And we can capture the spirit of the Games to strengthen and support our communities.
“This is a once-in-a-generation opportunity, a real golden moment for the UK – and we’re determined to make the most of it.”
Secretary of State for Culture, Olympics, Media and Sport
SECTION 1: SPORT
INSPIRE A GENERATION
Core to the original bid, sport remains the heartbeat of the Games legacy. From grassroots to elite level, across schools, sports centres and community venues throughout the country, London 2012 has laid foundations that will help transform people’s relationship with sport, whatever their age, background or ability.
extra will be invested in sport through Government lottery reforms
INSPIRE A GENERATION
“In our Olympic bid, Britain set itself a challenge never achieved by an Olympic host. We wanted to harness the power of the Olympic and Paralympic Games to inspire more young people into sport.” Hugh Robertson Minister for Sport and Olympics
Address falling participation rates in sport
Tackle high numbers of young people turning away from sport
Create a new generation of community and elite sports facilities
Re-energise competitive sport in schools
Re-establish the UK’s reputation as a home of world-class sport
“When we embarked on this challenge, the backdrop could hardly have been tougher. Sports participation rates in the UK had been stagnant for many years, aggravated by a decline in competitive sport within our schools, and by high post school drop-out rates which were particularly marked amongst girls.
“Our top sporting facilities lagged behind those on the continent and, while Team GB had bounced back from the chastening experience in Atlanta, there was much work to do to create a world-class performance regime capable of systematically turning out Olympic and Paralympic champions.
“At the same time, well-publicised difficulties with Wembley, the Millennium Dome in Greenwich and the 2003 World Athletics Championships bid meant there were serious question marks about Britain’s ability to attract and deliver world-class sporting events.
“On the eve of the Games, the sporting legacy is far from complete. But the foundations are now in place: from competitive sport reborn in our schools and major lottery reforms revitalising sporting infrastructure, to the best sporting events coming to Britain and elite funding secured to make sure our teams can compete for top honours.
“None of this would have happened without the inspirational opportunity of London 2012 and the renewed confidence it has given British sport to deliver what it promises. However, London 2012 is not the end of the story, but the start of a new chapter.
“Over the next decade, we need to make sure the investment and enthusiasm unlocked by the Games translate into a clear legacy of more sport being played by more people of all ages and abilities for many years to come.”
RE-ENERGISING COMPETITIVE SPORT
A child’s experience of sport can impact on the rest of their lives. As the world’s top athletes reach their peak in London, millions of children will be starting their own relationship with sport through a new national school sports programme inspired by the Games.
More competitive sport in schools: launched in 2010, the School Games features intra and inter school matches and regional sports festivals, culminating in the first ever national School Games finals which will be held at key Olympic venues in May 2012.
SCHOOL GAMES HELPS OUR PUPILS DEVELOP
“The great thing about the School Games, and their link with the Olympics, is the way they’re attracting more attention to sport, within and between schools, and giving it more impact. They’re providing a powerful focus, but we’re determined that it won’t be just about this year.
“School sport is about so much more than the physical activities. It’s about developing the whole person, and helps young people deal with many of the issues we address in school every day – such as leadership, self esteem, health and well being, and achievement in general. Those who take part in competitive sports – at any level – do better academically.
“Sport has always been vital to us, and we are going to make sure that the extra inspiration of the Games outlives the events themselves.”
Head Teacher, The Streetly Academy, West Midlands
MORE OF US CAN NOW GET INVOLVED IN SPORT
“Sport can benefit young people in all sorts of ways, and the School Games have created an environment where more of us can get involved.
“I’m the young people’s representative on my region’s organising committee for the Games, so I gather my peers’ views and put them across to adults, which has really helped develop my social skills.
“For those who want to take part in a sport, there are now opportunities for all abilities, and a wider range of sports to choose from. And there are plenty of broader roles for young people, such as event organisers, officials and reporters, and they can train to be managers and coaches.
“Also, the sporting spirit is now being used in other parts of the curriculum – for example, leadership in languages. Sport gives a structure to learning that can help in any subject.”
Jordan Duckitt, 18
Student, Caistor Grammar School, Lincolnshire
schools across England now signed up for the School Games 35,000
spectators expected to attend the national School Games finals on the Olympic Park in May 2012
“By giving children the chance to play competitive sport from an early age, we unlock so many possibilities. Not all of them will end up with gold medals around their necks, but they will get a taste of the excitement and pride that sport can bring to their lives. For me, that’s why the School Games is so important.”
Jonathan Edwards CBE
Olympic gold medallist,Sydney 2000
A SPORTING HABIT FOR LIFE
to be invested in youth sport over the next five years through the new youth sport strategy 6,000
community sports clubs to be created by local schools, as well as better sports facilities and more professional support for colleges and universities 60%
of government money provided to national sport bodies to be focused on the key 14-25 year age group, with a new payment-by-results system providing added rigour
Growing up with sport: launched in January 2012, the new youth sport strategy will build on wider investment in community facilities and projects, creating better links between schools and sports clubs, and allowing more school sports facilities to be used by the whole community.
HELPING YOUNGSTERS STICK WITH SPORT
Nankersey Gig Club is one of thousands across England taking part in the £32 million Sportivate programme, which encourages young people to try new sports through six-week tester courses.
The club, based in Cornwall, now has a team that will participate in the 2012 gig-rowing world championship.
“It’s just one example of how we’re giving young people better reasons to get into sport, and even better reasons to stick at it,” said Jenna Palmer from Cornwall Sports Partnership.
“Programmes like Sportivate mean we can give all kinds of sports and organisations a much higher profile, and get youngsters thinking about healthier, more active lifestyles in the longer term, which is great.“
I COULD NEVER HAVE BECOME A COACH
Newly qualified swimming coach Kelsey Richards is one of thousands across the capital benefiting from London’s Sports Legacy Fund.
She was supported to gain her coaching qualifications in return for volunteering at Redbridge Swimming Club in East London.
“I would not have been able to finance these courses myself,” she said. “I love the sport and want to be the best coach I can be.”
Redbridge Swimming Club’s Chief Coach, Paul Robbins said it previously struggled to find qualified teachers, but now had plenty of qualified teachers across the borough.
“The subsidised training has provided staff with fresh ideas and enthusiasm,” he said.
The Mayor of London’s Skills Investment Programme has already helped more than 10,000 people across London, with 25,000 hours pledged to community sport.
PARALYMPICS WILL INSPIRE MORE PEOPLE LIKE ME
“I’ve been playing competitively for four years. I’d tried other sports but as soon as I discovered basketball I was hooked. It’s an even playing field where disability doesn’t hold you back, it’s a great challenge.
“It was natural to start coaching, whenever I get subbed I’m on the sidelines shouting encouragement. I did a two-day GB Wheelchair Basketball Association course for my level 1 badge, and once I’m 18 I’ll train to level 2.
“It’s great the Paralympics are in London, there’s exposure for the sport and more people will want to get involved. I’ve got tickets for the women’s wheelchair basketball final – it’ll be brilliant to see the athletes up close.”
Elliott Waterfield, 17
Wheelchair basketball player and coach
IMPROVING GRASSROOTS SPORT
Beyond the school gates, the majority of our sporting lives take place locally in sports clubs, leisure centres and on playing fields. Major lottery reforms ahead of 2012 have unlocked millions of pounds in investment to improve sports facilities throughout the country.
WE’VE NEVER BEEN IN BETTER SHAPE
Faz Keyani, from Oxford Boxing Academy, said that the club was close to going under before Olympic-inspired funding from Sport England allowed it to find its first permanent home.
“After the Games, I’m expecting us to be inundated,” he said. “So it’s a good job we’ve now got 200 square metres of gym, 20 punch-bags and an Olympic-sized boxing ring. I’m hoping we’ll expand as more people take it up. Many more boys and girls will be interested – don’t forget this is the first time women’s boxing has been in the Olympics.
“It’s not just about fighting. Boxing teaches youngsters discipline, hard work, dedication, and keeps them fit. We’re helping obese kids move to a healthy lifestyle and educating those with behavioural problems to have respect and channel their energy in a positive way.”
A BRIGHT FUTURE FOR LOCAL SPORT
A £5.8 million package of public funding has helped the popular Europa Gym in Bexley to create new, state-of-the-art facilities ahead of London 2012.
With support from Sport England, the Olympic Delivery Authority and others, the new centre will replace an existing outdated industrial building, providing a new home for local gymnastics, weightlifting and boxing clubs.
“It’s a real success. We’ve over 2,000 members now, and we even have dance and martial arts classes. If new premises hadn’t been found we could have faced closing this year,” said Managing Director, Len Arnold.
“This project’s secured a future for sports in this community. At the London 2012 Games it’ll also be a training venue for the Olympic and Paralympic volleyball teams.
“Team GB Weightlifting prospect Zoe Smith is a current member. She’s an inspiration to others. We’ve a large new gymnastic hall, weightlifting and health and fitness studio, and physio and treatment rooms. It’s inspiring and motivational and fantastic for our future.”
A NEW HOME FOR AMATEUR FOOTBALL
One of London’s most iconic playing fields, Hackney Marshes has been given a multi-million pound upgrade thanks to a range of investments, including support from London’s Sports Legacy Fund, part of the Mayor of London’s 2012 legacy plan.
The work has focused on improving facilities by introducing new cricket pitches and a community hub, offering changing facilities and a public café. The ecology of the marshes has also been boosted through new trees and plants, while new leisure facilities and play space are being created in the run up to the Games.
Up to 1,000 local sports venues to be upgraded under the £135m Places People Play programme, which also includes £30m to support a regional network of major sport and leisure centres 100,000
adults will participate in multiple Olympic or Paralympic sports under a nationwide ‘Gold Challenge’ programme by the end of 2012 200,000
Londoners are expected to benefit from the London Mayor’s Participation Programme, with more than 10% of these previously inactive. Mayoral programmes are also upgrading facilities and encouraging more people to become coaches
Championing local sport: Hugh Robertson opens a £6.7 million sports centre at Durham University as part ofthe £135 million Places People Play investment programme to improve the nation’s sports facilities. ELITE
MAINTAINING WORLD-CLASS PERFORMANCE
In Beijing 2008, Team GB registered its best ever performance, and the UK is building on this success by making sure British athletes receive the best support, not just for London 2012, but also in the lead up to Sochi 2014 and Rio 2016.
THE BEST PREPARED WE’VE EVER BEEN
“The investment in the UK’s world-class performance system over the years has been second to none: unquestionably, it’s helped to make Team GB one of the best prepared teams going into London 2012. For a top sportsman, it means you can completely focus on finding that extra one or two per cent that will make all the difference.”
Three-times Olympic gold medallist
High performance: Tom Daley in July 2011, marking the completion of the Aquatics Centre.
“The next generation of athletes will have continued access to world-class coaching, the best rehabilitation and ongoing support and care from UK Athletics.”
Charles Van Commenee
UK Athletics Olympic Head Coach
MAINTAINING THE HIGHEST STANDARDS
In a difficult financial climate, public funding for elite sport is being protected thanks to lottery reforms. Figures show public investment (£m) in UK Sport, the lead agency for high performance sport in Britain.
GRAPH OF PUBLIC FUNDING FOR ELITE SPORT
A HOME TO WORLD SPORT
Hosting London 2012 has boosted the UK’s ability to compete successfully for major global events. Capped by a winning bid to stage the World Athletic Championships at the Olympic Stadium in 2017, Britain is now enjoying one of the greatest sporting decades in its history.
Olympic and Paralympic Games
Champions League Final
Rugby League World Cup
Rugby Union World Cup
World Athletics Championships
Cricket World Cup
“Competing on home soil is the best feeling in the world. The UK’s now got this fantastic reputation for hosting the biggest sporting events, and the skills we’re gaining will help us bring many more blue ribbon tournaments here in future. That’s great for Britain, great for future athletes and, ultimately, great for sport!” Denise Lewis
Olympic gold medallist, Sydney 2000
major sporting events staged in the UK from 2007 to 2012, covering 41 out of 46 Olympic and Paralympic sports 30,000+
elite international athletes have competed, with 27,000 officials and volunteers supporting them (2007–2009) £105m
boost to the UK economy, with major events in 35 towns and cities over the last five years
CHANGING LIVES ABROAD
The magic of London 2012 is being shared with the world through International Inspiration, the UK’s international sports legacy programme. The programme is now working in 20 countries around the world, enriching the lives of more than 12 million young people.
1 Trinidad and Tobago
8 South Africa
TRINIDAD & TOBAGO
PE teacher Judith-Ann saw the right qualities in 16-year-old Sheriece, from a large, troubled housing estate, to nominate her to train as a Young Leader. Now Sheriece is supporting and planning sports events on the island for young people of all backgrounds and abilities.
“I love everything about sport but I’ve never before had the opportunity to learn and understand about it. This programme has helped me feel I’m able to have a positive influence on others.”
Sheriece, from Maloney
Gershom is 17 and lives with his mother; both are HIV positive. His father died of AIDS. Being a Peer Leader on an International Inspiration project gives him the confidence to talk to people about living with HIV, to help correct inaccurate beliefs about the condition. It also gives him the desire to stay in school. Gershom is a keen volleyball player and qualified referee.
“I want to be a doctor and continue to play sports, and help others discover the importance of sport.”
Gershom, from Nyimba
“International Inspiration is honouring the Singapore promise to change lives through sport… I am proud of the level of recognition, support and enthusiasm that the scheme has received internationally and from the IOC.”
Secretary of State for the Olympics (2005–2010) and Member of the Olympic Board
Nine-year old Moayyed was born with a disability which means he needs a wheelchair. Taking part in PE lessons was limited until his teachers were trained and equipped with the skills to be able to include children with disabilities.
“I have learnt to participate in the PE lessons and enjoy playing the games with my friends.”
Moayyed, from Souf Refugee Camp
“When my daughter Anika was young she fell in the water and nearly drowned, so I didn’t want to miss the chance when I was asked if I wanted her to have swimming lessons. Now she really enjoys swimming and says she can swim faster than anyone in her class. I don’t need to worry about whether she is playing near water.”
Nargis,from Panchkandi, Narsingdi
Gladys teaches accounts, economics and sports at a high school, and became an International Inspiration Coordinator.
“We’ve added to the sports we offer, and learnt how to include learners with disabilities. We also offer indigenous games which extend to learners’ families and communities, and cultural dances for those who do not enjoy outdoor sport. Sport has become a way of life for many learners, and they gain many skills they can build on in all subjects.”
Gladys Ndlangamandla, from Tembisa
NO WHITE ELEPHANTS
For the first time in Olympic history, the venues for London 2012 have been designed as much around what happens after the Games as during it. So, far from becoming white elephants, these iconic facilities will become a new generation of world-class sports facilities, serving communities and elite athletes for decades to come.
VENUES IN LEGACY
Aquatics Centre A flagship swimming centre for clubs, schools, athletes and general public
Olympic Stadium Hosts the 2017 World Athletic Championships, as well as other sporting, cultural and community events
The Copper Box Becomes a multi-use sports centre for the community, elite training and competition
Eton Manor Major community sports centre including a hockey centre, five-a-side football pitches andtennis courts
Weymouth and Portland Upgraded National Sailing Academy provides state-of-the-art facilities for elite and community use
Lee Valley White Water Centre Already open to the public, it will continue to operate as a world-class white water rafting centre beyond 2012
Shaping up for the future: the Velodrome will form part of a new VeloPark with mountain bike course and road-cycle circuit, transforming the capital’s cycling facilities.
“Everyone harps on about the legacy, but it willbe the legacy that will be the biggest thing. If these facilities are being left here for the people of London and nationwide it is an unbelievable thing to have. It’s just amazing.”
Team GB BMX racer
SECTION 2: GROWTH
SUPPORTING ECONOMIC RECOVERY
The preparations for London 2012 coincided with the worst global economic crisis since the Second World War. Despite the testing conditions, the Government maintained its investment in the Games, as did the sponsors. In return, London 2012 is now on course to help support the UK’s recovery.
“We are determined to deliver alasting economic legacy that will benefit the whole country. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.” David Cameron
economic boost expected through the GREAT campaign to drive trade, investment and tourism
“When we won the right to host the Games in 2005, no one could have predicted that we’dbe delivering them in such a tough, global economic climate. But today London 2012 represents a unique opportunity to support economic recovery and help generate growth.” Jeremy Hunt
Secretary of State for Culture, Olympics, Media and Sport
Restore UK’s reputation for delivering large-scale projects
Showcase the expertise of UK plc
Improve the ambition and capability of British businesses
Support the UK’s economic recovery by maximising trade and investment opportunities
Realise the potential of the tourism industry as a major growth sector
“The global economic downturn inevitably presented challenges for London 2012. When there were difficulties in securing private sector investment for the Olympic Park, for example, Government had to step in. But our preparations continued in spite of this, and the fact that London 2012 remains on time and within budget has already sent a clear message to the world that ‘Britain delivers’.
“Delivering an Olympic Games costing billions of pounds when times are hard presents a choice. It would be all too easy to say ‘we can’t do this’. But surely the bold thing to do is to seize this once-in-a-generation opportunity, capitalise on the fact that this summer the attention of the world will be on Britain, and squeeze every drop of economic potential out of the Games for the benefit of the country as a whole?
“With public finances stretched and businesses under pressure, London 2012 had to offer more than just a short-term boost to certain parts of the economy. It had to support wider economic growth over the long term.
“We needed to capitalise on the success of the Olympic project as a showcase for UK expertise and use it to open up new opportunities for British business abroad. We needed to use the unprecedented reach of the Games to promote our top companies and brands more widely and show that Britain is most definitely ‘open for business’. And we needed to make the most of the global spotlight to attract new visitors to the UK and boost tourism in the long term.
“It was always possible to rein in our ambitions in response to the times. The fact that we stayed the course shows our confidence in the economic possibilities of London 2012, and our determination to make sure the Games help Britain take another step forward on the road to recovery.
A SHOWCASE FOR UK EXPERTISE
The glittering venues and vibrant landscapes of the Olympic Park make a fitting stage for the world’s biggest sporting event – but they also showcase the best of British innovation and expertise.
14,000 cubic metres of cleaned and reused soil from across the Olympic Park to build the track
One of the largest ever temporary venues built for any Games, it includes a 1,000-tonne steel frame wrapped in 20,000 square metres of recyclable white PVC
OLYMPIC AND PARALYMPIC VILLAGE
After the Games to be converted into more than 2,800 flats in 11 residential plots, complete with spacious courtyards, gardens and balconies
THE AQUATICS CENTRE
Designed by leading architect Zaha Hadid, its iconic curves rest on a remarkably engineered tripod structure
THE OLYMPIC STADIUM
The lightest Olympic Stadium ever built, containing just 10,000 tonnes of steel
Built by ArcelorMittal, the UK’s tallest sculpture. Made from 2,000 tonnes of steel, a striking blend of art and cutting-edge engineering creating a new landmark for East London
THE COPPER BOX
Features more than 3,000 square metres of copper cladding, mostly recycled, and a rainwater harvesting system reducing water use by 40%
Multi-million pound dredging programme enabled canal network to be used for greener transport of materials, while a new lock opens up leisure opportunities
Built with 100% legally and sustainably sourced timber and featuring unique meshing that holds its roof in place with a third less steel
“Building the Olympic Park on time and withinbudget has proved again that Britain can stand comparison with the very best when it comes to delivering major construction projects.”
Chief Executive, Olympic Delivery Authority
buildings knocked down to make way for the Olympic Park, with 98.5% of demolition waste being recycled 2.3m
cubic metres of soil excavated and cleansed of industrial pollutants as part of the most ambitious soil clean-up operation ever seen in the UK 0.16
accident frequency rate for the Olympic Park, well below the industry average and below the national average for all workplaces
A SPRINGBOARD TO SUCCESS
For thousands of companies across the UK, London 2012 has been a springboard to success, helping them to build contacts, develop new capabilities and expand their horizons. For them, the business legacy of the Games has only just begun.
THE LEGACY ISN’T JUST ABOUT LONDON
“Some people suggest all the focus is on London for the Olympics, and that the provinces are missing out. I disagree, especially when it comes to the massive effort contractors from all over the UK are putting in behind the scenes, and the good it will do them in the longer term.
“At Euroclad, we’re delighted to manufacture and supply cladding and other materials for the International Broadcast Centre and the Olympic Stadium, and for several other infrastructure projects.
“We’ve developed a wider network of industry contacts and built stronger ties with our existing partners as a result of our Olympic involvement. And we’re not the only ones – I can’t speak for the country as a whole, but several other suppliers and contractors from South Wales are playing major roles in making sure London 2012 is as good as it can be, and creates a fantastic legacy for people and businesses all over the UK.”
Executive Director – Business Development, Euroclad
IT’S HELPED US THROUGH TOUGH TIMES
“We’ve completed over £45 million of contracts across the Olympic and Westfield sites since 2007. If you take the Olympics out of the equation and consider the dip many construction firms experienced in 2008, the contracts have been very timely for us.
“The Olympics is about so much more than the event – although that’s pretty exciting in itself. The legacy planning means businesses across a wide range of sectors feel lasting benefits, and so do people across the UK.”
Business Development Manager,O’Keefe
IT WILL MAKE US FITTER AND STRONGER
“The impact of the London 2012 licence on our business has been immense. Aside from the buzz it has generated within the company in the run up to London 2012, we can also see the commercial value beyond the Games. With the opportunities and relationships we have forged, we hope to grow our business by 50 per cent as a direct result of winning this licence.
“Our London 2012 involvement will be one of our biggest achievements so far. It has sharpened our understanding of large corporates and their priorities toward brand value, product quality and sustainable sourcing. As we emerge from the global recession, the experience we have gained will make us stronger and fitter – this will be the true commercial legacy of the Games for us.”
Director and co-founder, Touch of Ginger
of the £6bn worth of Olympic Park contracts have gone to UK-based companies – two-thirds of them to small or medium-sized enterprises 10,000+
business opportunities made available via CompeteFor, the brokerage service set up for the Games and now used for many other major projects £1bn
value of LOCOG contracts, 94% of which have gone to UK businesses, equating to over £900m
Aiming high: the UK’s tallest sculpture, the Orbit, is aiming to become one of London’s top visitor attractions after London 2012, generating up to £10 million of revenue per annum. It is a powerful symbol of how the Games are helping all kinds of businesses to set their sights higher.
SETTING NEW STANDARDS
The Olympics and Paralympics have always been about achieving things that few believed possible. In business just as in sport, the skills and knowledge provided by London 2012 are helping to open new possibilities for the future.
WE’RE ALL SET FOR SOCHI
Populous, which provided a range of planning and design services across the Olympic Park construction project, is now applying that expertise to develop the Sochi Masterplan for the 2014 Winter Olympics.
“So much has gone into respecting and protecting the capital’s heritage,” said Patricia Fernandez of Populous.
“Our architectural approach reduces waste and gives the event a lasting legacy. Our role began in 2003, exploring, planning and designing numerous facilities to a complete design cycle – from the bid to the legacy.
“It never stops being amazing seeing it all come together – you really feel proud to be a part of it, and see the beautiful transformation of the city.”
RAISING THE BAR FOR CONSTRUCTION
Drawing together expertise from the entire Olympic building project, the Learning Legacy website captures the knowledge gained from London 2012 to support and challenge industry for the future.
Covering 10 core themes, the industry-led resource features case studies and papers on areas such as planning, design and engineering, procurement and project management, as well as inclusion, health and safety and sustainability.
The website (http://learninglegacy.london2012.com) is a comprehensive online library for companies, helping to ensure the valuable lessons learned in preparing for London 2012 can be replicated across the construction industry.
STIMULATING HEALTH RESEARCH
In measuring athletic performance to secure a competitive advantage for UK athletes, a team of Olympic-inspired researchers are also unlocking new possibilities in caring for older people and improving the health of the population at large.
“We have an ageing population meaning chronic disease is more prevalent,” said Professor Yang, who leads the Esprit programme at Imperial College, London.
“But our research into new techniques, ergonomics, design and compliance benefits the healthcare industry by helping reduce treatment costs and improve patients’ quality of life through prevention, better home care, and using monitoring to detect illness early.
“It’s already helping in rehabilitation after orthopaedic surgery and treatment of chronic obstructive pulmonary disease. Having the Olympics stimulates creative sports monitoring, this in turn attracts youngsters to get interested in health.We set a very high bar and our young researchers are very inspired.”
“The scale and speed of the coordinated UK effort to build the venues and infrastructure is unprecedented and the knowledge and lessons gained during construction will both benefit the industry and act as a catalyst for inward investment.”
Sir John Armitt
Chairman, Olympic Delivery Authority
to be invested in the UK’s first ever National Sports and Exercise Medicine Centre of Excellence to promote sport and physical activity within healthcare 50
industry events led by the Olympic Delivery Authority throughout 2012 to share lessons of the Games with professionals across the construction sector £2.3bn
total value of contracts on offer in Rio and Sochi over the next four years, with some London 2012 contractors already on board
THE BEST ENVIRONMENT FOR BUSINESS
But the growth ambition goes beyond those companies directly involved in delivering the Games. With the global spotlight on the UK, London 2012 is a once-in-a-generation chance to showcase the best of British business – and we intend to make the most of it.
CONNECTING BUSINESSES IN 2012
A dedicated British Business Embassy in Lancaster House will act as a one-stop-shop for UK and global businesses during the Games, hosting daily events covering a series of high growth sectors within the UK economy.
It will be supported by the British Business Club online forum, which will help UK and overseas businesses to network effectively; and a Global Investment Conference, which will bring together leading business figures ahead of the Games to discuss trade and investment opportunities.
MAKE IT IN GREAT BRITAIN
London’s Science Museum will be the setting for a six-week exhibition led by the Department of Business, Innovation and Skills to showcase the UK’s advanced manufacturing, science and engineering capabilities during the Games.
It is expected to attract a million visitors and forms part of a long-term campaign to build up business confidence, and encourage more young people to see manufacturing and engineering as a worthwhile career.
In the fast lane: the brand new McLaren Production Centre in Woking, Surrey – world-class design and performance engineering is just one area of UK expertise highlighted in trade activity ahead of London 2012.
value of extra business to UK firms expected from Games-related trade campaigns 200
number of business ministers and global CEOs expected at Global Investment Conference in July 2012 3,500
number of meetings between UK companies and potential overseas buyers initiated by the British Business Embassy
INVITATION TO THE WORLD
Tourism is one of the biggest growth opportunities for the UK economy, and with the Games and the Queen’s Diamond Jubilee happening in the same year, major campaigns at home and abroad aim to get more people visiting and staying in the UK in the years ahead.
“We have such an abundance of stately homes in Britain. It is our different architecture that I think attracts people and we’re incredibly lucky – we retain our history.” Dame Judi Dench
Award-winning English film, stage and television actress
extra people are expected to visit the UK from 2011 to 2015 £2bn
additional spend by visitors to the UK in four years after the Games
Global tourism body VisitBritain is running the UK’s biggest ever campaign to attract inbound tourism ahead of London 2012. Its chief executive, Sandie Dawe, says the aim is to make 2012 a “transformative year” for tourism in Britain.
“The Games is our opportunity to enhance Britain’s global image and revitalise our appeal in mature markets like the USA and France, as well as getting on the destination wish list of first time visitors from growth markets such as Brazil, China, India and Russia,” she said.
The campaign will run either side of the Games, reaching some of the most dynamic and economically important cities across the world. It aims to generate £1 billion worth of publicity and should help to attract millions more visitors to the UK over the next four years.
Star quality: Dame Judi Dench and Slumdog Millionaire’s Dev Patel are among leading British celebrities in VisitBritain’sinternational TV advertising campaign.
UK’S BIGGEST EVER MARKETING CAMPAIGN
‘GREAT’ is one of the most ambitious and far-reaching marketing campaigns ever developed by the UK Government. Supporting all trade, investment and tourism activities, its aim is very simple: to help the world discover why Britain is a great place to visit, study, work, invest and do business – in 2012 and beyond.
New York, USA
Los Angeles, USA
Tokyo , Japan
Rio de Janeiro, Brazil
people will see GREAT adverts across 14 cities worldwide 9
countries targeted, with adverts appearing in 14 key cities: Beijing, Berlin, Los Angeles, Melbourne, Mumbai, New Delhi, New York, Paris, Rio de Janeiro, Sao Paulo, Shanghai, Sydney, Tokyo, and Toronto 70%
of the population in each of thetarget cities will see the advertising on billboards, TV, or in the cinema
Global reach: from poster campaigns showcasing iconic British landmarks, to spectacular events, high-profile celebrity appearances and major trade delegations, GREAT is helping the UK to capitalise on the worldwide interest generated by the Games.
UK’S MOST AMBITIOUS DOMESTIC TOURISM CAMPAIGN
As well as attracting overseas visitors, the UK is also encouraging more people to holiday at home in 2012, with an unprecedented television campaign from VisitEngland which is built around a unique 20.12 per cent discount offer.
1 Rupert Grint in Anglesey, Wales
2 Rupert Grint in Bridlington Beach, Yorkshire
3 Stephen Fry at Buckingham Palace
4 Julie Walters at Tate Liverpool
5 Julie Walters in the Cotswolds
6 20.12% campaign
7 Michelle Dockery at the Giants Causeway, Co. Antrim, Northern Ireland
“This is the largest domestic tourism campaign ever undertaken, and aims to inspire UK residentsto take advantage of the fantastic events taking place this year. Now is the time to holiday at home – there is no comparison anywhere else in the world with what’s on offer here in the UK this year.” James Berresford
Chief Executive, VisitEngland
additional tourism jobs expected to be created through increased domestic tourism over three years £500m
additional to be spent by British tourists as a result of the VisitEngland campaign