51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12

Maximising the legacy from major events – a

venue perspective from London 2012

51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12

James Rees, ExCeL London

Overview

1. The scale of London 2012

2. Legacy – not just physical

3. Learning points

4. Hotels experience

5. Conclusions

6.

The Olympics in The Olympics in NumbersNumbers• 8.8 million Olympics tickets

• 2.7 million Paralympic tickets

• 10,500 Olympic athletes

• 4,200 Paralympic athletes

• 802 Gold Olympic medals

• 9,800 team officials

• 20,000 media from 200 countries

• 70,000 volunteers

• 200,000 games-time workforce

• 5,000 hours of Olympics coverage was broadcast

• More than 4.8 billion people watched the Olympics (22.4 million in the UK alone)

• NBC's coverage the most-watched television event in US history, attracting 219.4m

• Most digital Games in history

• You Tube lived streamed the Games to 64 territories where there was no official broadcaster.

Olympic Floorplan

ExCeL in NumbersExCeL in Numbers

• The most complex venue in Olympics history

• 7 Olympic sports

• 6 Paralympic sports

• 3 training centres

• Vehicle logistics depot

• Exclusive use of the venue – 20th June – 19th September

ExCeL in NumbersExCeL in Numbers• 16 consecutive days of Olympic events• 495 medals were awarded – a third of all medals • The busiest day in ExCeL's history was Monday 30th July - 70,000

visitors. • Over 320,000 journeys took place on the cable car between

ExCeL and the 02 during the Olympics. • ExCeL London trended on Twitter on Monday 30th July. • 99.6% of all ExCeL tweets over the 16 days were positive.• 59% of ExCeL staff were re-contracted to LOCOG to work on the

Games• 250,000 staff meals served in games period• Visitors David Cameron, Vladamir Putin, Sir Paul McCartney, Bill

Gates, The Duchess of Cambridge, Sir Steve Redgrave, and Prince Albert of Monaco.

Key Timelines

• Summer 2004 – use of ExCeL agreed

• March 2005 – basic contract signed

• July 2005 – London wins bid

• April 2008 – change of ExCeL ownership

• May 2010 – ExCeL’s extension opens

• End 2011 – transport upgrades complete

27 July 2012

Physical Legacy• £9 Billion+• £6.5 Billion on transport – 60,000milion tube journeys• New social venues• 20,000 new hotels

What are the legacies?

What are the legacies?

ExCeL’s Legacy• Fit out of internal spaces

• New car parking area

• External power & lighting

• IT Infrastructure

• Additional advertising / banner infrastructure

• 18 EV charge points

• Bomb proof film

• Public Transport

• Sustainability legacy – BS901 and ISO20121

• Olympic Park reopening from 2013

• PRODUCT

• PERCEPTION

• PEOPLE

• PIPELINE

OVERALL LEGACYOVERALL LEGACY

LONDON MEDIA CENTRE

• 24 hour media facility at 1 Great George St

• 8,753 registrations from 102 countries.

• Over 200 media events

• 12,000 video clips downloaded by 693 media outlets

from over 100 countries.

• Outside broadcast locations, filming permits.

• Positive global and domestic media exposure for

London.

• Database of global journalists

GLOBAL MEDIA OPPORTUNITYGLOBAL MEDIA OPPORTUNITY

WELCOME

CITY DRESSING

MAYOR OF LONDON 2012 BUSINESS PROGRAMME

PIPELINEPIPELINE

• 200 international business leaders, from 28

countries –tech, creative, financial,

environmental, and Business Tourism

• 1-3 day programmes including business events,

cultural activities and Olympic sport.

• Engaged with partners and stakeholders to

showcase London.

If we’d known.....

• Onerous, one-way contract• Common sense not prevailing• Tendering highly complex• Non-exclusive access clauses (pre and post games)

But....

• 90 staff co-opted• We retained premises licence responsibility• Works agreements lucrative• ExCeL retained, ADNEC not permitted

ADNEC & Abu Dhabi ADNEC & Abu Dhabi WelcomeWelcome

• 33 poster sites

• The 1.5 million people watching the Games at ExCeL saw the ADNEC/Abu Dhabi messages an average of 4 times = 5.8 million views.

• Over 3 million people saw the large poster site facing the DLR

• Print and broadcast coverage was seen by millions across the UK and the globe.

ADNEC & Abu Dhabi ADNEC & Abu Dhabi WelcomeWelcome

Action station: the ExCeL is hosting seven Olympic events and six for the Paralympics

London Hotels

London Hotels

• 600,000 contracted room nights

• Rate controls agreed

• TfL warnings affected Central London

• F & B revenues poor

• Sensible pricing = high occupancy

• De-briefs shared for 2014, 2016

Hotel RevPar

Date TY YoY Var % TY YoY Var % TY YoY Var %May 2012 86.4 0.0 103.64 -0.1 89.51 -0.1Jun 2012 84.0 -9.2 104.02 -3.6 87.37 -12.5Jul 2012 83.4 -10.9 115.09 10.3 95.98 -1.7

Aug 2012 85.6 -1.3 109.95 33.5 94.17 31.7Sep 2012 90.6 0.6 96.48 -9.8 87.44 -9.2

Period 86.0 -4.3 105.76 4.5 90.94

Room RevPAROccupancy Average Rate

Conclusions

• Long-term strategy vital

• Olympics mirrored congress strategy

• Joined-up approach now possible

• Political recognition

Capitalising on Olympic SuccessCapitalising on Olympic SuccessDuring the Games:

•2 weeks sales mission to the USA visiting companies in:

• New York

• Washington DC

• Charlottesville

• Philadelphia

• San Francisco

• San Diego

• St Louis – WEC

•Sales mission resulted in £4.4m of potential new business

•Presentation to national & broadcast media in Washington DC at the British Embassy including:

• The Washington Post

• ABC

• Bloomberg

Viewed by MillionsViewed by Millions

The Guardian

Evening Standard

Metro

Metro

Viewed by MillionsViewed by Millions

Kate's boxing clever: Duchess has ringside seat to see Nicola Adams' historic win Kate Middleton cheered on Nicola Adams as she claimed the first ever gold medal in the first of the women’s boxing finals at the ExCel centre

Great Britain's Olga Butkevych (in red) fights with Ecuador's Lissette Antes Castillo on the Women's 55Kg Freestyle wrestling at the ExCel venue during the London 2012 Olympic Games August 9, 2012

London 2012's judo highlight: David Cameron v Vladimir Putin 2 Aug 2012: Putin looks to be the winner of a diplomatic face-off at ExCel, with a masterful show of bear-hugging and authoritative pointing

London 2012: Thumbs-up for the ExCeL centreby Luke Jacobs Saturday, August 11, 2012

4:00 PM Abdelhafid Benchabla (in blue) of Algeria defends against Oleksandr Gvozdyk of the Ukraine (in red) during the Light-Heavyweight boxing quarterfinals of the 2012 London Olympic Games at the ExCel Arena.

Spectator's View: Britain’s boxers hit the right notes at the ExCeL CentreSat, Aug 11, 2012

Viewed by MillionsViewed by Millions

London 2012 Olympics: Telegraph Sport columnists give their verdict on the GamesOur columnists give their verdict on what made London 2012 such a magnificent Olympics.

James Cracknell:

London Excel – it hosts events ranging from trade fairs to boat shows, but proved what can be achieved by working with the sport’s governing bodies to create a venue that makes the event special for competitors and spectators.

London 2012: Oates tastes champagne moment in ExCel Centre

Viewed by MillionsViewed by Millions

By Sam Ross - 2nd August, 2012 London 2012 Olympic fencing at the ExCel Centre in 360 degrees: Picture See double Olympic champion Mariel Zagunis in action at the London 2012 Olympics fencing competition in stunning 360 degrees at the Excel Centre. 

London 2012 Olympics: Two million and rising… crowds flood in for Games

Viewed by MillionsViewed by Millions

Excel's breaks visitor record with Olympic events01 August 2012, 11:15am                                   Excel London

Exhibition centre Excel London attracted more than 65,000 people to Olympic sports events on 29 July, its highest-ever visitor figure.The venue said it expects to break this record again today (1 August) with 30% more people travelling on the DLR than ever before to access the venue.The numbers were thanks to Excel holding sports like table tennis and fencing, as part of the most complex programme of Olympic events of any venue in the London 2012 Games.The centre is hosting seven Olympic and six Paralympic events and is the only venue to be staging events on every day of the Games.

Kevin Murphy, chief executive of Excel said: "So far everything has worked perfectly, with the transport infrastructure delivering everyone to the venue smoothly, whether they travel by train, plane or cable car, followed by a well-managed and rapid entrance into the venue, once they arrive onsite."Our events are running at near-capacity on every sport and feedback is overwhelmingly positive."

Viewed by MillionsViewed by Millions

• 7 years of coverage pre-Olympics

• 16 days continuous days of Olympic coverage – both print & broadcast – 5,000 hours

• 2 weeks of post Olympics analysis

• 10 days of Paralympics coverage

• Continuous digital coverage from July – September on Twitter, Facebook, Flickr and Youtube

• Anticipated advertising value for both print & broadcast - £9,070,575.00

London – Changing International London – Changing International OpinionsOpinions

Washington Post, USA, Mike Wise: London 2012 taught us about legacy, humor and courage "The host country truly was Great Britain. London delivered a rousing Olympics. I wasn’t in Beijing, but the consensus is these were the most organized, enthralling and enjoyable Games since Sydney in 2000."

National Post, Canada, Bruce Arthur: Britain pulls off an Olympics to remember "This was a brilliant Olympics, in almost every way: wonderful crowds, marvellous volunteers, logistical coherence, a galvanizing performance by the home side.

National Post, Canada, Bruce Arthur: Britain pulls off an Olympics to remember "This was a brilliant Olympics, in almost every way: wonderful crowds, marvellous volunteers, logistical coherence, a galvanizing performance by the home side.

Corriere della Sera, Beppe Severgnini: Thank you London: a lesson for the pessimists "This Olympics was a success for Great Britain...the capital had wanted to throw a party for the world. And when we're talking about parties, ceremonies and festivals, the English are unrivalled...The Olympics was a moveable feast, more Hemingway than Dickens. Once, confronted by a difficult task, the English would be worried...today they are not hiding any more...Congratulations, and thank you for a fantastic party."

http://www.youtube.com/watch?v=1AS-dCdYZbo