Political Will Is A Major Event

Economy, Culture and Skills Committee Highlights

All were clear on the economic impact major events bring to a city. Mark Camley, exec director at Queen Elizabeth Olympic Park, spoke about the £56 million just one weekend of Major League Baseball brings with visitors buying food, hotel and travel as part of their sport vacation. Nick Bitel, CEO at London Marathon highlighted the incredible £73 million his event raises for charity.

Esther Britten MBE, head of major events at UK Sport, said London and the UK had to be clear from the start on its strategic reason for bidding for a major events. Everyone had to be aligned on outcomes and clear on impact.

All spoke clearly about partnerships. The different local authorities, layers of government and agencies in London bring complexities which other cities don’t have. I know the mayor and his major events team are aware of their role in bringing the partners together and convening an effective coalition when bidding for the big events.

All highlighted the direct benefit to local businesses in the supply chain. Mark explained how that benefit stretches far wider than just supply to the needs of one event. He spoke about the expertise that delivered the greatest Games at London 2012 and how those skills have been in constant demand from Olympics and World Cups around the world. He spoke about companies like Steer and Trivandi who had people critical to London 2012’s success delivering for other major events and ultimately bringing growth back in to the UK economy.

There is no doubt that major events put consumer eyeballs on a country, a city and an area, can be a catalyst for long term change – like Queen Elizabeth Olympic Park – and give a cash return to the bottom line of the city. It also takes political will, vision and strategic planning to make the most of those benefits and deliver relevant impact.