LONDON OLYMPICS 2012 What are the indicators of successful attempts to rebrand urban areas? What are the range of criteria that can be used? Recognition that there may be different catalysts / agents involved in the process.

ICT RESEARCH 1.You are going to research the profile of a urban place in need of re-branding. 2. Fill in your pink case study sheet either on paper or using the template 3. Identify the key players involved 4. Evaluate the success of the scheme ( this is only partially possible as the games have not taken place yet!!)

Stratford London Results /Evidence for Success Primary techniques (fieldwork)Secondary techniques (research) Details of the strategy Key Players Why is rebranding necessary in cities? / Assessing the success of urban rebranding Reasons to rebrand

RESOURCES onneededto2012legacysayLondonsOlympich ostboroughs.htmhttp:// onneededto2012legacysayLondonsOlympich ostboroughs.htm area/map/index.phphttp:// area/map/index.php Pearson Page 278 Oxford Page 256 to 262

Background to the London Olympics: Why was rebranding needed? 1.High levels of deprivation and social unrest 2.High levels of poor ethnic minorities 3.This area suffered with the decline in trade along the Thames and went into a cycle of deprivation

2012 Olympics: Top Down Top Down Strategies – wealth from top – trickle down 1.Seven years in which to prepare, where schedules are tight 2.The Olympics and Paralympics involve host cities in massive investment and expense; costs are substantial, and the implications are great, e.g. for mass tourism and accommodation 3.IOC say that successful Olympic hosts must show they are providing a sustainable legacy, lasting beyond the Olympics themselves.

The Olympics - a major undertaking During the 16 days of the Games athletes will compete in 300 events, with coaches & officials, attended by other members of the Olympic community. Over 7000 sponsors will attend. The Paralympics alone will involve 4000 athletes and 2500 officials, equivalent to Manchester’s Commonwealth Games in newspaper, radio, TV, & internet journalists will work there Over 9 million tickets will be sold (500,000 spectators a day at events in and around London) operational personnel will work, of whom will be volunteers, e.g. stewards, marshals, & drivers.

What strategies were used to rebrand?

Who are the stakeholders? LOTS!!! International Olympic Committee They are interested in how the Olympics are viewed around the work and claim that if the games are to be a success they MUST leave a sustainable legacy London Development Agency They are interested in the development of London as a whole and will definitely want a strong legacy for Newham. London Organising Committee of the Olympic Games The group that are organising the big ideas. They make the decisions about where to spend the money Olympic Delivery Authority They put into place what the committee decide is best they want the games to run smoothly Boris Johnstone(Mayor of London) Wants the economic, social and environmental well being of the city to be high and needs local people to feel that the games were a success so that they will vote for him again Transport for London They have to organise how the many millions of visitors are going to be transported around the city Four London Borough Councils They are more interested in the long term benefits that the games can bring rather than if the games are seen as a success

How successful has rebranding been? ReimagingRegeneration Social Yet to be seenUntil recently, plans for housing have been substantial, with estimates of up to 9000 new homes around the Olympic Park after However, the new Mayor has promised to make the Games ‘less about regeneration and more about sport’ and is known to be keen to make efficiency savings where possible. In Sydney after 2000, cost pressures and a change of political will forced a change of policy from social housing to free market private housing, which promised far higher rewards. Economic The people who value land post-2012 will have to factor in increased land values as the ‘desirability' of the area increases. Even if a prolonged credit crunch ensues, land values around the Olympic Park will have more than doubled since It is fair to ask whether London’s costs can balance. The UK Government estimated in mid-2008 that costs would reach £10-£11 billion, over four times the original estimate, but that these would be exceeded by the scale of benefits. These costs will have to be balanced by ticket sales and sponsors – but the payback will occur largely through indirect impacts. Tourist spending and the increase in construction employment each generate ripple effects in east London, but the big payback will come in terms of land values. Environment al Yet to be seenThe plans for London’s 2012 have extended Sydney’s concept of the ‘Green Olympics'. Using some of the same design personnel responsible for Sydney, London’s central hub is Olympic Park, the first major park in London for over a century. As well as providing a traffic-free concourse during the Olympics and Paralympics, the Olympic Park will promote the regeneration of the Lea Valley and create a new Lea Valley Regional Park.