London Events

Agility

Transport

Interview

Boxing clever

Hotspot hurdles

Sprint to victory

A business guide to ducking, diving and surviving this summer | Page 5

Underground, in the air or ashore – the best ways to get around the city | Page 8

How are the big brands and sponsors limbering up for the Games? | Page 11

business-reporter.co.uk

March 2012

Distributed within The Guardian, produced and published by Lyonsdown which takes sole responsibility for the contents

Jumping ahead Don’t miss out on London 2012. A special report on managing events in the capital this year

In partnership with .com

Business Reporter · March 2012

an independent report from lyonsdown, distributed with the guardian

Foreword

London events – in this issue

3

A golden opportunity Businesses don’t have to break the bank – or the rules – to enjoy and impress during the events this summer

By Stephanie Sparrow

Publisher Bradley Scheffer brad@lyonsdown.co.uk Editor Stephanie Sparrow Creative Director Neil Darby studio2@lyonsdown.co.uk Sub Editor Amy Dickson amy@lyonsdown.co.uk Journal Assistant Natalie Luketic natalie@lyonsdown.co.uk Project Manager Danny Dunn danny@lyonsdown.co.uk Nicky Rai nickyrai@lyonsdown.co.uk For more information on any of our supplements please contact us: Telephone 020 8349 4363 Email info@lyonsdown.co.uk Online www.lyonsdown.co.uk

Sponsors

The greatest show on earth is less than five months away, and the numbers and logistics involved in staging the Olympic and Paralympic Games in London are mind- boggling.

Thousands of athletes and millions of ticket-holders will be passing through the capital, supported by billions of pounds of investment in transport and infrastructure. Even the number of Boris bikes for hire has been increased, with 2,300 extra cycles prepared to be pedalled.

There is a sense that arrangements are now in place. We might even feel familiar with some of the venues, such as the Aquatics Centre at the Olympic Park in Stratford, where Rebecca Adlington eclipsed her Beijing 2008 best to comfortably secure a place in the Olympic team.

So businesses might think that, a quarter of the way through 2012, it is too late to garner a little of the Olympic and Paralympic spirit for themselves.

The major sponsors, such as BMW, which has a purpose-built showcase next to the stadium, will no doubt be wooing consumers and clients with a dazzling array of corporate events.

But can the cash-strapped smaller fry join the party without embarrassing themselves? The answer is yes. Britain may have a struggling manufacturing

Britain may have a struggling manufacturing sector and decimated high streets, but we can still pride ourselves on inventiveness and eccentricity sector and decimated high streets, but we can still pride ourselves on inventiveness and eccentricity.

As this report will show, there are still plenty of opportunities to make the most of the Games without breaking the rules (page 11). And if your business can’t

afford to entertain in a five-star hotel, we look at the many small and quirky options available.

One of the greatest entertainment venues is ancient, long and extremely wet. The River Thames, which takes centre stage for the Queen’s Diamond Jubilee in June (page 13), will be home to an array of yachts and boats, most offering hospitality on board from a spot of afternoon tea, to a full day’s charter.

The river will also be a main transport artery to various Games locations, complete with water taxis and barges – such amenities will be welcome for getting corporate guests around London in a safe and timely manner this summer.

We look at the travel options available and highlight the hotspots (page 8).

A nd if you’ve reached sports saturation or are faced with the task of impressing clients, check our guide to what’s on during the Olympic months (page 9). From the London 2012 Festival, to an Oscar-winning actress and a celebration of William Shakespeare, there really is something for everyone.

Contributors Stephanie Sparrow has more than two decades’ experience in business journalism, both as an editor and writer. Since starting her career on Travel Trade Gazette and Caterer & Hotelkeeper, she has worked for a number of national and specialist titles.

Paul Erlam is a freelance journalist and editor of the website RiverThamesNews.com twhich

reports news and events along the royal river from source to sea. As a TV news producer he has been involved in a number of programmes about the Thames including coverage of Henley Royal Regatta.

Phil Davies is an experienced freelance travel/cruise industry writer and editor. He contributes to titles including trade magazines

Travel Weekly and Cruise Trade News. He is a former editor of Travel Trade Gazette.

Sue Weekes has been a journalist for more than 20 years and specialises in writing about the application of technology. She is also a recognised writer on management and leadership issues

Simon Townley is a journalist and editor specialising in business, technology, travel, the environment and personal development. He has more than two decades’ experience as a professional writer and editor, and also works as a consultant and trainer

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Business Reporter · March 2012

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an independent report from lyonsdown, distributed with the guardian

Industry view

Take to the stage Most famous for music shows, one theatre has another starring role as a conference and meetings venue When planning a successful event most organisers believe they have to make a compromise between unique and memorable or practical and affordable, but that need not be the case. London’s theatres are an excellent alternative to bland hotel venues and come with personality and in-house technical facilities as standard.

One venue that has embraced the demand for events and meeting space is the Dominion Theatre. In 2008 Dominion Events was established to handle the booking and delivery of events from corporate hospitality to conferences and meetings. The Dominion is a huge theatre situated directly above the transport hub of Tottenham Court Road tube station, making it easily accessible from the City and the rest of London.

The main auditorium, which seats 2,069, is famous for its resident show We Will Rock You and has played host to a number of corporate conferences in the past few years from Unilever to Balfour Beatty. Less well-known is that the theatre is also home to seven

The Studio

other event and meeting spaces.

The most recent addition to the facilities is the Boardroom – a £200,000 project completed in the summer of 2011 which created a high specification meeting space for up to 28 delegates and which has already been used by companies such as EDF Energy and Lloyds TSB. The Dominion’s most popular events space is the Studio. A 200-capacity, fully sound-proofed space, it is available for daytime or evening hire, and is even licensed for weddings.

“The Studio really expanded what we could do in terms of evening events,” says Liz Tullett, operations manager at Dominion Events, “It is especially popular for conferences and parties. For Christmas 2011 we hosted events for everyone from M&S to Great Portland Estates.”

Most event organisers are attracted to the unique quality of the venue and its very central location, although pricing and the additional benefits also have an influence. Tullett says: “The most

The Gallery

TD2257 Dominion Events ad - Guardian insertion AW.indd 1

Greenwich Leisure, Dominion Theatre

important factor seems to be that our packages are so competitive and include unique extras such as complimentary backstage tours.

Unlike most theatres we have a dedicated events team based within

Auditorium

Boardroom

the theatre and this consistency of service means that event organisers return again and again.”

0207 927 0941 www.dominionevents.co.uk

Chaplin Room

2/2/12 22:30:05

Business Reporter · March 2012

an independent report from lyonsdown, distributed with the guardian

London events

5

What’s your game plan?

Whether businesses are running an event or running away from London, the Olympics will bring opportunities as well as potential disruption. Here’s our guide on how firms can survive and thrive...

By Sue Weekes I n busi n e ss con t i n u i ty terms, the 2012 London Olympic and Paralympic Games is a “known known”. We know when and where it’s going to happen, down to the precise timing and location of every event.

“With an unknown, a firm might get some sympathy if it can’t open its warehouse because the police have blocked the road,” says Lyndon Bird, technical director of the Business Continuity Institute, “but if it happens during the Olympics, you will just look incompetent.”

The same can be said for events organisers failing to plan ahead; guests blighted by travel trouble and an ill-fitting venue will make an event memorable for all the wrong reasons.

On your marks...

It is a stark warning to businesses that haven’t yet considered the impact of the Games on their day-to-day operations.

With plenty of information available,

“if we do have enough people, will they be able to get into work?” – Cudworth there is no excuse for businesses not planning ahead to minimise disruption.

However, the level of preparedness varies. According to BT’s Race to the Line survey, 29 per cent of London businesses have no plans in place to deal with potential upheaval, even though 87 per cent of private sector and 65 per cent of public sector organisations believe they will experience disruption.

Meanwhile, Deloitte’s State of Play report says 87 per cent of businesses have assessed the potential impact of the Games. Rick Cudworth, head of business continuity and resilience at Deloitte, says staff availability is the biggest concern for organisations.

“One aspect is ‘will we have enough people coming to work or will increased holiday and absence be a problem for us?’

“And the other is ‘if we do have enough people, will they be able to

Overcrowding on overground station

Planned ahead.

No delays expected

Slow-running internet Road traffic congestion

Employees late for work

get into work?’,” he adds Employees getting to work will be a bigger worry for some industries more than others. Events organisers, for example, will need all hands to the deck – and in London – to ensure each event runs smoothly. Other sectors will be aiming to migrate staff in the opposite direction: remote working, flexible hours and moving meetings and events out of London are likely to be some of the measures in place.

Kathryn Hurt, head of projects, Olympics, for serviced office space provider MWB Business Exchange, warns that some firms are making the mistake of basing their plans from 27 July to 12 August, but from a road closure perspective they need to have

24-hour strike threat

contingencies in place before then and up until the end of the Paralympics on 9 September. “Businesses in affected hotspots should look at a 10-week period,” she says.

Working practice Deloitte’s Olympic preparation programme has been running for 18 months. “We are promoting flexible working and providing information and support to allow people to plan their journeys,” says Cudworth. It is also looking closely at its supply chains and moving events out of London, where possible.

It is expected that about a third of businesses will encourage flexible working during the Olympics, which

could mean many people working from home. In February, thousands of civil servants worked from home for a week to test Whitehall’s plans as part of Operation StepChange, while O2 has carried out a remote working pilot with a quarter of its workforce from its Slough headquarters.

Piloting remote working is a must, especially in light of fears about how the internet and office and home networks will cope with the increased online traffic (see box).

Cudworth adds that firms must test workflows and processes: “People might say they’ve worked at home when there is a snow day or tube strike but it’s different doing it for several days. Do a test run and get feedback.”

Strengthening the web Businesses in and out of the city need to minimise the risk of network crashes and internet traffic by examining their IT abilities now, before it’s too late A raft of factors means that the internet could face unprecedented levels of traffic during the Games.

Estimates show that a third of Londoners will work from home for some of the period, with the majority reliant on the web. Add to this the surge in internet traffic during school holidays and huge numbers of smartphone users, and it’s easy to see why the web will be heaving under the pressure.

Both Locog and the Cabinet Office have warned that internet services may be slower during the Games, even subject to “dropouts”.Providers are responding to concerns. A BT spokesperson says it will be increasing its network capacity and enhancing its network monitoring, but stresses it is an “exceptional event” and it is difficult to predict the peaks.

Kathryn Hurt, head of projects,

Olympics, for MWB Business Exchange doesn’t believe there is enough information on potential broadband issues. She says: “MWB has put together a business survival guide, with recommendations such as a practice day to stress-test internal servers.” Hurt adds that businesses also need to look at whether their internet bandwidth can cope with the demand of remote log-ins during the Games.

Business Reporter · March 2012

6

an independent report from lyonsdown, distributed with the guardian

Industry view

Once experienced, never forgotten Fine food and sumptuous surroundings aplenty at historical venue, which boasts seven function rooms including a gallery where King James I once dined Dating back to as early as 1347, Merchant Taylors’ boasts a wealth of historic features, including one of the largest livery halls in the City and a gallery where King James I once dined.

The unrivalled diversity of our function rooms, from the magnificent great hall to the elegant d r aw i ng r o om , ma kes Merc ha nt Taylors’ ideal for a range of events: from business meetings, private lunches and intimate dinners to drinks receptions and banquets. Al fresco parties and barbecues can be held in the courtyard garden.

If you are holding a function during the build-up to or duration of the games, Merchant Taylors’ offers a historic and quintessentially British setting that will impress and enchant your guests – and with easy transport links to the sporting venues.

Rich in history and tradition,

Merchant Taylors’ Hall is the seat of the Merchant Taylors’ Company, one of the Great Twelve City Livery Companies dating from medieval times. We have seven diverse function rooms, offering great versatility a nd a pr iv ate garden – a rarity in the City – that is perfect for summer entertaining. We also boast a central City location, just four minutes from Bank station and 10 minutes from Liverpool Street using the Underground Central line, which provides fast and easy access to the games stadium in Stratford.

With its epic, tripleheight design the great hall is one of the largest livery halls in the City.

Once inside, your guests are treated to a truly majestic atmosphere in a room beautifully illuminated

by its high, stained-glass windows, magnificent chandeliers and mahogany panelling. We are able to accommodate up to 280 people for dinner in this room. With exclusive use of the venue, we can host receptions for 700 people.

For many, our courtyard garden is the jewel in the crown. Encased by the other function rooms, the garden is completely private so you can lose yourself in this tranquil oasis.

The exquisite catering service at Merchant Taylors’ is one of our greatest strengths. The great kitchen has been in use since 1425 and produces exceptional cuisine under executive chef and managing director Simon Fooks and head chef Richard Trant. Our freshly prepared, mouthwatering menus are carefully tailored to each event and are guaranteed to leave

your guests truly satisfied.

We are also blessed with our own wine cellar from which our front of house manager, Keith Thornberry, will help you to select the finest wines and champagnes for your event.

The quality of service you will receive at Merchant Taylors’ is second to none. All our staff are experienced professionals with an approachable “can-do” attitude and will ensure yours is a seamless event.

Whatever the event, guests are treated to a truly majestic atmosphere in an unforgettable setting.

020 7562 2325 events@mtaylorsevents.co.uk

magnificent history combined with contemporary facilities…

If you are holding a function during the build-up or duration to the Games, Merchant Taylors’ offers a historic, quintessentially British setting that will impress and enchant your guests – and easy transport links to the London Olympic venues.

Merchant Taylors’ Hall, 30 Threadneedle Street, London, EC2R 8JB | Tel: +44 (0)20 7562 2325|www.mtaylorsevents.co.uk

Business Reporter · March 2012

an independent report from lyonsdown, distributed with the guardian

Industry view

7

Social, local and mobile Twitter, Facebook and YouTube are revolutionising the events sector by affording brands a lasting legacy, as well as extending their reach It’s a sobering thought that in the information age, all we need to unlock almost anything is a mobile phone.

One thing that is almost universally agreed upon is that, whatever comes next, it is going to be social, local and mobile. Instant, specific and relevant information is expected and it’s even better if it’s authentic – which means user-generated.

It’s a notion that plays perfectly into the hands of the events and hospitality sector. With events now recognised as the most direct, effective and measurable means of selling a concept or product, the need for both organiser and delegates to capitalise on their time commitment is paramount.

Events are a touch-point in a wider sales or marketing campaign. Even a Christmas party is an essential investment in people. It opens up a huge spectrum of opportunities to allow a brand to “live” through events and social media offers the perfect mechanism.

Twitter, Facebook, YouTube and

LinkedIn can all help develop anticipation and buzz around your event. Get it right and you will reach more people.

Events are now documented in far more detail, too, by your guests and delegates. T heir c om me nt s , r e v ie w s , photos and videos reach a potentially massive aggregated audience – whether you like it or not. Nowadays, what happens in Vegas stays on Facebook.

Perhaps most crucially, a legacy is created. In an ideal world you want your guests to talk about y o u r e v e n t (a n d therefore your brand) for many days, giving your event a shelf-life far Build on the London buzz

beyond the four walls of your venue.

Of course, the added opportunity here is to reach thousands of people who didn’t even attend. This can be achieved by ensuring free wi-fi is available at the event, the event has an allocated hashtag and, of course, that your event is suitably spectacular.

But there’s a flip side. Take the Olympics, for example.

Imagine if social media had been around for Atlanta ’96 when it allegedly took nine hours to leave the stadium after the track and field events. In t he sa me way that TripAdvisor means that hotels have had to iron out complacency, i n s t a n t retribution has the ability to outshine p osit iv it y so (especially in the ser v ice industry) we all need to be

on our toes, all of the time.

At Londonlaunch.com we have taken things a step further by developing our own social network for the events community. Our “Who’s in the room” platform means that anyone on our database can establish who they want to meet at our monthly networking events and even see who’s there in real time.

Social, local, mobile.

Social media is a huge opportunity for the events sector which, when used to its full potential, can massively enhance the effectiveness, dramatically extend the reach and, perhaps most importantly, give your brand a personality and, therefore, a lasting legacy.

Will Broome (below) is founder and CEO of Londonlaunch.com Twitter: @willbroome www.londonlaunch.com

Driving through best practice One company is ensuring its overseas freight partners know exactly what is expected of them when importing to ensure a smooth and successful summer of events Moving equipment in and out of international events is familiar territory to Production Freight. “The boot is on the other foot this year,” says business development manager John Burrows.

“In the past it’s always been us going overseas taking our client’s equipment to these events, but this year it’s going to be coming our way. It’s nice, as previously we have been taking instructions from our overseas partners with regards to the importation and delivery processes but now it’s us, working within the guidelines of Locog (London Organising Committee), who are able to dictate this criteria to our international partners.”

The Surrey-based freight company has previously been involved in the Sydney Olympics 2000, Athens Olympics 2004, Asian Games Qatar 2006, Gulf Cup 2006, Melbourne Commonwealth Games 2006, Beijing Olympics 2008, Vancouver Winter Olympics 2010

and the South Africa World Cup 2010.

“One of the more positive initiatives that has been put in place is an importation Customs procedure that allows equipment and material destined for temporary use at the games by family members to enter the

procedures put in place for all vehicles heading into and out of the 34 games venues, and have been proactive in working with its overseas agents and partners to ensure they are aware of the rules and schedules required to have their freight delivered on time.

Lighter load: getting the freight network up to speed on regulations

country free of import duty and VAT, subject to the material leaving the country after the games, which will really help to speed up the Customs clearance process,” says Burrows.

Production Freight will also have to adhere to the stringent security

“We’re already dealing with enquiries f rom our overseas partners and it’s very important that we make them aware at the earliest opportunity to the specific requirements with shipping. From the information available to us

contained in the official Locog Customs and freight manual, we have been able to help everyone in our network to get fully up to speed with what’s expected of them,” says Burrows.

The timing of the games will also instigate extra challenges with regards to the pre-booking and securing of equipment throughout the summer period. “All the annual events and festivals which happen in London and throughout the UK are still going ahead this year but there’s going to be an exponential demand for trucks, not only to service the summer of sport but also the preliminary events such as London Live in Hyde Park, and immediately prior to the games there’s the Queen’s Diamond Jubilee celebrations and Euro 2012 football tournament. It’s going to be a busy summer for everyone in our business,” says Burrows.

01784 472 600 www.productionfreight.com

Business Reporter · March 2012

8

an independent report from lyonsdown, distributed with the guardian

London events

Plan against the hotspots the tors to i s i v d sses an Busine

London Mayor Boris Johnson predicts there will be little transport disruption during London 2012 – but whether you believe that or not, the months of July and August will undoubtedly cause pressure on those living, working or visiting the capital.

An estimated 20m journeys will be made in London by spectators, with 800,000 people attempting to travel on the busiest day when the closing ceremony is held on August 12.

The plan to try to avoid mass congestion is to have 80 per cent of athletes travel less than 20 minutes to their event and to have 93 per cent of athletes within 30 minutes of their event. Meanwhile, the 10.8m ticket holders over the 16 days of the Games are being urged to use public transport, cycle or walk to events rather than attempt to drive in London.

Security Best of Britain at our service At least 13,500 members of the armed forces will be on duty for the Olympics, as well as 10,000 police who will lead the security of the Games. The size of the security task is put into focus by estimates that the busiest competition day will attract no less than 800,000 spectators to the various Olympic sites.

G4S, the world’s largest security company, will work alongside the authorities and the Olympic Delivery Authority to combat the physical threat of terrorism.

The navy and air force will be involved to deploy ships in the River Thames, Eurofighter jets patrolling the skies and surface-to-air missiles.

The security task, costing about £553m, will be the biggest of its kind on these shores in peacetime.

capital

Organisers admit demand will exceed transport capacity on the London Underground and Docklands Light Railway (DLR) “at certain times and in certain locations” while the Games are on,

Boris Johnson says it is “complete and utter nonsense” to suggest that the city will grind to a halt but deny claims that this will result in two- to three-hour queues at stations.

“Two-thirds of tube and DLR stations will see no impact in terms

epared r p e b ed to w ill ne

ts s repor e i v a D . Phil

of additional time taken to board a train,” says a Transport for London (TfL) spokesman.

Bright purple Olympic information booths – nicknamed BorisPods – will be set up for two months at main railway stations and tourist sites to help people get to the main events.

A nd t he na mesa ke mayor roundly dismisses accusations that the Olympics will bring chaos to London’s transport networks or from the restrictions imposed by the Olympic Route Network (ORN), during both sets of Games.

Johnson says it is “complete and utter nonsense” to suggest that the city will grind to a halt.

Rail The already extensive rail network is on track to being ready for the Olympics, which will be hosted at 34 venues.

The Games occur during the summer holidays when UK rail demand normally dips.

Consequently, organisers predict the net effect of the Olympics in terms of traveller numbers should not be as great as elsewhere in the year.

Those short on time before a sporting or corporate event at the Olympic Park can hop on high-speed “Javelin” trains, which take just seven minutes from St Pancras to Stratford

International.

Capacity will be up to 25,000 people per hour each way. It will extend to Ebbsfleet International on the south-eastern edge of London for motorway park-and-ride access, also offering connections with Eurostar services from France and Belgium.

Underground Crucial to moving crowds around London at any time, the underground will be the second speediest way between central London and Olympic venues to t he east, mainly via the Jubilee and Central lines.

About £1bn a year has been invested between 2006 and 2011 in the underground on projects including station refurbishment and track upgrading.

But a number of “pinch points” on the transport system have been identified, such as London Bridge and Canary Wharf on the Jubilee Line and Bond Street and Bank on the Central Line. Main intersections including King’s Cross, Euston and Embankment underground stations are also expected to be especially busy.

Business Reporter · March 2012

an independent report from lyonsdown, distributed with the guardian

London events Alternatives The so-called Boris bike scheme is being expanded in time for t he Ga mes. Cover i ng approximately 65km of the capital, TfL says there will be more than 8,300 hire bikes available f rom 15,0 0 0 docking points at hundreds of locations across central and east London.

Tf L hope s to have a £25m privately funded cable car operating across the Thames to link Olympics venues. Crossing the river between Greenwich Peninsula and the Royal Docks, it is expected to carry up to 2,500 passengers an hour with a crossing every 30 seconds.

The DLR will be the main method of public transport between the Olympic Park’s Stratford International station and sports events being hosted at the ExCel exhibition centre, adjoining Custom House station.

Roads The ORN – covering 170 miles of UK roads as well as 109 miles in London, a third of which will have dedicated Games Lanes – will start operating two days before the Games and will be used for three weeks.

The Games Lanes, specifically for athletes, sponsors, VIPs and the media, will be in place on the busiest sections of the road network, such as around Heathrow and Wembley Stadium, through central London and out to the Olympic Park in Stratford.

The restrictions across the ORN have led to fears of increased congestion as a result of road closures, suspended parking and diverted routes. But Locog (London 2012 Organising Committee) claims around 70 per cent of Greater London road traffic will be unaffected.

“Any vehicle can use the vast majority of the Olympic Route Ne t work ,” a Locog spokesman says. “In London it covers just 1 per cent of the road network – and only one third of that is Games Lanes.”

By air The London Heliport in Battersea is being promoted as an alternative

gateway to the Games. The heliport is exempt from the no-fly zone over London during the Olympics, meaning that VIPs will be able to use it as an easy -access route.

H o w e v e r, the same can’t be said for Heathrow as 80 per cent of all visitors are expected to pass through it – including 12,850 athletes, officials, marketing partners and 14,700 members of the media, as well as spectators. A temporary terminal to handle 10,000 departing athletes at the end of the Games is open 13-15 August and will even offer bag collection from the Olympic Village.

Nick Cole, Heathrow head of Olympic and Paralympic planning describes the Games as “a unique operational task and a massive challenge”.

Accommodation Fears of a squeeze on hotel rooms and a hike in prices of as much as 200 per cent during the Games appear to be unfounded. Instead, supply is likely to massively outstrip demand and hoteliers have been forced to drop inflated rates for July and August, according to the European Tour Operators Association (ETOA).

Industry sources dismiss forecasts that the Games will attract 1m extra overseas visitors as “utterly absurd”, with one saying: “The Olympics is actually a relatively modest event in terms of inbound tourists.”

Tom Jenkins, ETOA executive director, says: “The Games has never generated more than 40,000 room nights of interest from foreign visitors.

It is unlikely that many more will come to London, so in order to fill the extra capacity we are looking at encouraging demand and the rediscovery of L ondon as a tourist de s t i n at ion w it hout t he Olympics.”

One certainty is that travelling around London will be a marathon rather than a sprint while the Games are taking place, but at least there will be places to rest along the way.

9

The biggest stage on earth There’s more to life in London than medals and Ma’am this summer – here are our picks of the best that the arts and culture scene has to offer your clients and colleagues

By Paul Erlam • The London 2012 Festival is a 12-week celebration (21 June-9 September) bringing together leading national and international artists as a culmination to the Cultural Olympiad.

Described as a “festival of the world’s best music, theatre, dance, visual art, literature, music and fashion”, it consists of over 1,000 performances and events around the country, many in London.

• In early “countdown events”, Oscar winner Cate Blanchett appears at the Barbican (13-29 April) in Botho Strauss’s Gross Und Klein (Big and Small), while at the Coliseum Theatre an opera by Blur and Gorillaz (above) frontman Damon Albarn telling the story of Dr John Dee – a mathematician, magician and scientist during the reign of Elizabeth I – will be unveiled, from 25 June to 7 July.

• Dance will be well represented this summer by initiatives such as World Cities 2012, a series of 10 works by the late German choreographer Pina Bausch, who died in 2009, presented at Sadler’s Wells and the Barbican (6 June-9 July).

Samme Allen, head of business events sales at the Barbican, says: “We can offer anything from a private view of an art exhibition to an event in central London’s largest conservatory.

We are getting interest from around the world – the United States and the Far East.

“Companies recognise London will be centre of world attention this summer,” Allen adds.

• Elsewhere, Yoko Ono will be the subject of a major exhibition at the Serpentine Gallery (below) (19 June-9 September), while Rio Artists Occupation London (6 July-4 August) will feature 30 artists from Rio and 30 artists from London in galleries and non-arts spaces across the capital.

• The World Shakespeare Festival, starting on his birthday – 23 April – is a celebration of the world’s playwright (left), produced by the Royal Shakespeare Company in an unprecedented collaboration with leading UK and international arts organisations. More than 70 productions will be staged around the capital and the rest of the country.

• BT River of Music promises a spectacular weekend (21-22 July) of free live music representing all 205 participating Olympic and Paralympic nations at landmarks along the River Thames.

London & Partners, the capital’s convention bureau, operates a free service matching companies with the right event or venue. Its head of events solutions Zanine Adams says: “There are so many options still available – both free and paid for which I believe are the ideal way to give clients or staff a once-in-alifetime experience.”

Business Reporter · March 2012

10

an independent report from lyonsdown, distributed with the guardian

Industry view

More than just a venue When selecting the best location for your event, the most valuable asset you have is choice.

Get on the right track by picking a venue that meets your event goals and needs As a consortia of 78 of the capital’s most exciting events spaces, members in the Unique Venues of London (UVL) portfolio are host to a whole range of events each year ranging from gala dinners, awards ceremonies and teambuilding to incentive experiences.

All are uniquely valuable to those hosting them.

The main requirement for selecting any venue is that it meets the objectives of the event. But how can you ensure that you have chosen the right location and that you have achievable goals?

Think carefully about what your event aims to achieve – knowledge

of brand, customer engagement, celebration, product launch and so on. Decide how to engage with the attendees and what memory you want them to leave with. Use consortiums such as UVL to help you find suitable locations, bearing in mind where your guests will be travelling from, attendance levels and budget.

UVL is often the first choice for event planners, precisely because it offers venues with diverse atmospheres, themes or décors, that are time and cost effective, but also because they can be transformed in unexpected ways.

The Natural History Museum has, in the past, turned its Victorian staircase into a waterfall and even hung a huge rugby shirt from its exterior to promote events, EDF Energy London Eye has converted all 32 capsules into a casino and a music festival in the sky, and St Paul’s Cathedral has been transformed into a beehive.

Face-to-face interaction and engagement are main aims of an event and the right venue can accelerate this.

Many UVL venues provide added value such as backstage tours, talks from curators and access to exhibitions.

The venue choice has a huge impact on

Photo: The Wallace Collection

event success. Not only does the venue offer brand alignment and kudos, but invitations to events at unique venues are more likely to be accepted. A higher turnout and more engaged attendees mean a more productive event.

07808 646 657 www.uniquevenuesoflondon.co.uk

Commercial feature

Your secret weapon to event success Event management diplomas can put students on the fast track to success, arming them with industry knowledge and skills Twenty years ago, there was no such thing as an event management diploma. Knowledge was acquired as you went along. Long hours were spent in the office researching, brainstorming and charming more experienced, very busy colleagues into giving up their precious time.

Every day throws up a new challenge. You are keen to learn and advance but how can you make it happen? Apparently, the only way forward is through reallife experience. But there is never enough time for training. Instead, you simply muddle through and

hope that you are doing it right. That was, until specialised training came along. Terbell, for example, runs a diploma accredited by the Institute of Commercial Management, which provides a fast track alternative to long hours in the office or to a more

academic university degree.

The diploma is taught by industry professionals and is based on real life experience and case studies.

It gives an in-depth, practical understanding of the industry. The course is challenging, interactive and rewarding. It gives students an insight into the many areas of event management. Students are diverse in age, background and experience.

Many are already in the industry.

Others have transferable skills and are looking for a career change or have recently left university.

Past students say this is a great

diploma for many reasons, such as: • It has helped them to achieve their goals • The friendliness, passion and dedication of the lecturing team • The venue – the course is held at University College London (left).

Is this the missing ingredient for your successful career?

Joanna Kerr is the course director of Terbell Event Management Training 020 8994 2042 www.terbell.co.uk

Use the code: Guardian-March2012

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Available for day-time hire throughout the year plus evenings during the 2012 games.

AT SOHO THEATRE - ONE OF THE MOST VIBRANT VENUES ON LONDON’S CULTURAL SCENE. CONTACT US HIRES@SOHOTHEATRE.COM

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Business Reporter · March 2012

an independent report from lyonsdown, distributed with the guardian

London events

11

Firm favourites How will major brands and sponsors achieve a podium finish? Business Reporter speaks to six leading names from companies in the limelight

By Stephanie Sparrow Toby Southgate, The Brand Union CEO, UK and Ireland The Olympics is a huge opportunity for businesses to waste money on sponsorship activity. To be successful, investment should be relevant to the brand and its reputation, and be salient for its audience.

Aligning with athletes or teams can be dangerous – what happens if the runner falls, or the team is knocked out early?

We are already seeing some interesting activity around the 2012 Olympic Games, with Proctor and Gamble communicating its “Proud Sponsor of Mums” message across its portfolio, and BP communicating about sustainability credentials. It will be interesting to see how these platforms resonate with audiences in the lead-up to event itself, as other brands accelerate their activities.

Richard Reed, co-founder of innocent drinks We’re chuffed to be the official smoothie and juice of the Games.

There is such a natural fit between innocent and London 2012. First, we’re a London company born and bred. Second, we’re all about health,

so we love that the IOC (International Olympic Committee) recommends smoothies as an essential part of the diet for athletes’ training. To help, we’re providing free smoothies and juices to athletes in the Olympic Village.

Third, the London 2012 Olympics is aiming to be the most sustainable Games ever and innocent is one of the UK’s most sustainable brands – reflected by our recycled bottles, ethically accredited farms and 10 per cent of profits going to charity. We can’t think of something we would be more proud to be part of.

Norman Brodie, general manager Cadbury London 2012 When Cadbury became the Official Treat Provider of the London 2012 Olympic and Paralympic Games, we pledged to take the Games to the nation.

To reignite the spirit of play in the UK and Ireland, we launched Cadbury Spots v Stripes. With our charity partner Groundwork, we have hosted 1,931 game-playing events for nearly 123,000 people, in some of the country’s most disadvantaged communities.

With only months to go, we’ve joined with the British Olympic Association to bring Cadbury’s

London 2012 Postcards, postage free. We want everyone to write and send a message of support for the nation’s athletes to motivate them as they enter their final months of training.

Jill McDonald, CEO, UK McDonald’s We’ve shown our support for the Olympics since 1976. We k now t hat many of our customers love the Olympics, and our par t nership and commitment to the Games has given us the opportunity to develop exciting and impactful programmes they can benefit from. This summer is Britain’s chance to shine on the global stage.

Whether it’s the food we serve the British farms we champion, or the training we help provide for volunteers, our ambition is for the London 2012 Games to leave a lasting legacy for our business and sector.

Gwyn Burr, customer service and colleague director at Sainsbury’s Sainsbury’s is proud to sponsor the London Paralympic Games.

Making a name for yourself You can’t break the Olympic advertising rules, but you can use them to benefit your business

By Simon Townley St r i ct rul e s c o n t ro l the advertising and branding opportunities around the Olympics, but that doesn’t mean you can’t be creative and imaginative, promoting your brand while staying within the guidelines.

Zanine Adam, head of events solutions for London and Partners, says there are still plenty of ways to promote a brand around the capital this summer.

“Olympic logos, such as the rings, are protected and there are rules around how you use certain words and phrases. ‘London 2012’ is protected

for example, but you can use words in between, or even commas, that can make it acceptable. It’s also a question of differentiating yourselves from the competition. It’s important to find your own twist.”

Betfair ran one of the most provocative campaigns so far when it placed logos on the bikini bottoms of the women’s beach volleyball team

Water Chariots canal boat service

during a London 2012 test event at Horse Guards Parade. The resulting photoshoot made a splash in four tabloid newspapers and on hundreds of websites.

Other innovative advertising spaces are available. For example, Water Chariots is the appointed 2012 Games Canal Boat Service, providing a route to the Games using the East London canal.

James Sawyer of Water Chariots says: “Advertisers will benefit from a media space across a fleet of 20 boats. As transport operators of the [East London] waterways during the Games, passing only metres from major sports venues, we can help brands to make a powerful

Sainsbury’s has an exceptional track record in promoting healthier, more active lifestyles through Active Kids and our sponsorship of the Sainsbury’s UK School Games, so our Paralympics partnership chimes perfectly with our values. Our 1 million Kids Challenge, supported by David Beckham, aimed to get 1m kids across the country to try a Paralympic sport. We’ve already got more than 2m kids signed up and it’s a great way to raise awareness of the skills and sportsmanship of the Paralympic athletes.

The rules around branding • A 250m exclusion zone for advertising by non-sponsors operates around each sports venue • Games “arks” are protected by laws, trademarks and copyright • Using the Olympic rings logo is not allowed except for official sponsors • Words and phrases such as London 2012, Olympic, Olympiad, Olympian and Paralympic are also protected.

For details of the rules visit: www.london2012.com

advertising statement.”

Another option is to open a retail presence near the Games. Nike, for example, has built a huge new concept store in the Westfield Stratford. An estimated 70 per cent of Olympic visitors will pass through the centre, giving Nike valuable exposure.

Business Reporter · March 2012

12

an independent report from lyonsdown, distributed with the guardian

Industry view

Promote, manage and measure events Events organisers can create websites, schedule and manage meetings and enhance audience engagement all with the click of a mouse Active Network is the world’s leading provider of event technology designed to support the diverse needs of today’s event organiser.

Its technologies represent a one-stop-shop for any size or type of event.

Active Network has recently acquired the strategic meetings management company Starcite, meaning it now operates the world’s leading supplier marketplace. Across the organisation it serves: 10 of the top 15 financial services organisations, 10 of the top 15 technology corporations, nine of the top 15 pharmaceutical companies, and meets more than 1,000 associations’ event technology requirements.

To ensure organisers select the right solution for their events, there are three primary Active Network technology sets to choose from.

RegOnline is an easy-to-use, intuitive way to create online and mobile registration forms and event websites. It streamlines those tedious,

time-consuming tasks so users save time and improve efficiency.

It also helps them to measure the ROI (return on investment) of their events program.

RegOnline is used by thousands of companies, charities and individuals

to deliver a diversity of activities including sporting, business-tobusiness and consumer events.

Conference supports enterpriselevel event technology requirements, including bespoke community building tools, the latest mobile

applicat ions for at tendees and organisers, and some of the industry’s most advanced audience engagement tools.

Conference is used by some of the world’s most famous brands, such as Cisco and Orancle, to manage their largest flagship events.

StarCite provides web-based solutions to help organisations s t r ateg ic a l l y m a n a g e t h e i r internal meetings through a cost management and eRFP (online request for proposal) tool. The eRFP system connects buyers and suppliers online, making meeting and event planning, procurement and management simpler and more cost-effective for corporations, hotels, and meetings suppliers. More than 93,000 meeting venues and suppliers are represented in the StarCite global online marketplace.

If you need advice on how to best use technology to meet the objectives of your events, call Active Network and talk to one of their technology experts: 0207 313 5742 www.activeevents.com

Cool Britannia Keeping events British in this memorable year of sporting and royal celebrations is fantastic for business There are to be over 4,000 new beds in London, among them those of the stylish new ME Hotel on the Strand. Then there’s the new Bulgari in Knightsbridge – smaller but sleek and fabulous and with its own screening room.

The UK is now a foodie force to be reckoned with: London boasts some of the finest culinary offerings in Europe. The Belgraves hotel in London has a Mark Hix restaurant featuring dishes inspired by the chef’s travels, and a bar with distinguished cocktail list and “snax”. Dinner by Heston Blumenthal at the Mandarin Oriental Hyde Park and Spice Market at the W also make fabulous eateries, as well as Forman’s Fish Island which also features

conference space with gourmet catering and is a wonderful example of a games bequest just across the canal from the stadium. The London Eye offers private champagne and chocolate tasting with Green & Black’s or the chance to relax and admire the capital city.

Outside London, smaller events can enjoy the unique Spitbank Fort in the Solent, available for exclusive use with private chef. The nearby New Forest has the revamped Chewton Glen hotel with new eco-friendly luxury treehouse suites, while Lime Wood has a fragrant “herbery” roof

garden and a mintarium. Alongside Lime Wood is its sister property The Pig, offering fresh, seasonal menus for contemporary meeting retreats.

If you’re thinking of activities, what about a class in the bakery at Pennyhill Park in Surrey? With a large activity meadow it’s perfect for outdoor challenges. Or there is the superb Cowdray Park in West Sussex, dubbed the Home of British Polo and offering amazing hospitality options.

Further north, the Shine centre in Leeds is an inspiring option for those wanting to leave a legacy that really counts. Formerly a Victorian school and with f un,

themed meeting rooms, the venue was set up to help create opportunities for local budding entrepreneurs from disadvantaged backgrounds and ploughs more than 90 per cent of profits back into the project.

Great Britain has so much to offer.

Whatever your purpose, there’s every reason to book British.

Zibrant is a meetings and events services agency providing UK and international venue finding, event production, event and incentive management and hotel booking services.

For more information, email Fay (below) fay.sharpe@zibrant.com

Business Reporter · March 2012

an independent report from lyonsdown, distributed with the guardian

London events

13

Waterway to travel From luxury vessels to wartime ships, there are plenty of ways to whet your appetite for a great experience along the River Thames this summer

By Paul Erlam Hundreds of thousands of people cross its 30 bridges or travel through its numerous tunnels every day. Yet most of the time the River Thames is taken for granted.

Not any more.

The river is set to take a starring role this year. As the mayor of London Boris Johnson puts it: “2012 will be a summer like no other on the River Thames.”

River-based celebrations start with the Thames Diamond Jubilee Pageant on 3 June, when the flotilla of 1,000 boats led by a royal barge sails a seven-mile stretch to Tower Bridge. Up to 2 million people are expected to throng the banks, with 50 big screens to be erected along the river.

S e v e r a l ships providing hospitality are in the right place at the right time, like The Yacht London moored at the Victoria Embankment.

Managing director Philip Morris says: “We won’t quite be able to shake hands with Her Majesty but we will be no more than 30 yards away from the pageant boats.”

The floating venue, which offers high tea served by a former royal butler, can be booked by groups of any size to get a front-row view of the pageant. The luxury 1927 steam yacht has recently had a £500,000 facelift.

Morris says: “We have restored it to its 1930s elegance combined with modern-day comforts.” Hospitality packages can be tailored to clients’ requirements, ranging from a champagne reception to fine dining in the restaurant with panoramic

views of the River Thames.

HMS Belfast, which saw wartime service protecting Arctic convoys, is moored on the opposite bank. Its quarterdeck can accommodate a reception for up to 200 people, the boat deck can hold 150, while 20 people can dine in style in the Admiral’s quarters.

Prices for various functions start at around £75 per person.

Bridges along the river will be a highlight during the Olympics – literally. The South Bank riverside area is undergoing a £4m makeover, and a cable car from Docklands to the opposite bank is being built. Tower Bridge, for many the symbol of London, will be illuminated by 227,000 lights fitted to the 118-year-old str ucture in a project between GE , e n e r g y c o m p a n y EDF, the City of London Corporation and the mayor of London’s office.

Simon Langford of GE says: “It will be spectacular. Subject to planning permission the bridge can be lit up in any colour – red, white, blue – even gold to celebrate a member of the GB team winning a gold medal.”

Parts of the newly refurbished interior are available as venues with a difference. They include the highlevel walkway between the towers, the bridge master’s dining room and even the Victorian engine rooms. Prices vary from around £600 to £6,000 for a corporate event.

On the river below, passenger boat companies are experiencing high demand for the summer.

Woods’ Silver Fleet specialises in luxury charter. Its Silver Sturgeon, the largest passenger vessel on the

Thames, had a refurbishment for 2012.

It now boasts an interior reflecting

“The bridge can be lit up in any colour – even gold to celebrate a member of the GB team winning a gold medal” – Langford the work of leading British designers and a menu devised by Jamie Oliver.

Corporate entertaining on board for up to 500 guests starts at around £120 per person during the Olympics.

A historic sight along the Thames

during the Olympics period will be the 15 tall ships sailing from Woolwich to Tower Bridge each day, available for charter and hospitality. Wylde Swan (left), the world’s biggest two-masted schooner, and the three-masted, 160ft Oosterschelde from Holland each cater for up to 120 guests. For smaller parties, Tecla carries up to 36 guests.

Entire ships or parties of 20 can be booked and prices start at around £220 per person.

Paulus Mooyman, director of Sail Royal Greenwich, said: “The combination of this unrivalled spectacle with the top-level catering and scenic sailing route will be in keeping with the once-in-a-lifetime atmosphere of London this summer.”

Riverside opportunities Afloat, ashore, in the air…the variety of venues is immense HMS President: originally a “Q Ship” – a convoy protection vessel disguised as a merchant ship – she is now permanently moored at Victoria Embankment. Event spaces vary from open-air decks to the gunroom.

London Eye: offers a truly bird’s eye view of the Thames. Individual capsules or the entire wheel can be hired. Visits can be combined with a river cruise.

Old Royal Naval College: among the venues within the building is the Painted Hall, which it says is often described as “the finest dining hall in Europe”.

Sugar Quay Jetty: has a luxury marquee with windows looking out across the river. Can host events ranging from barbecues to dinners and awards ceremonies.

Sky high: the entire London Eye wheel can be hired as an event venue

Business Reporter · March 2012

14

an independent report from lyonsdown, distributed with the guardian

London events

Fit for a king Shaka Zulu, London’s largest South African restaurant, lounge bar and club, has rapidly established itself as one of the capital’s most glamorous and versatile venues Shaka Zulu opened its doors in August 2010 in the Camden Stables Market with a special royal blessing from the Zulu King, HRH Goodwill Zwelithini.

Five years in the making and set over 27,000sq ft on two levels with a capacity of 850, Shaka Zulu’s hand-carved wooden murals cover every inch of the venue’s walls and ceiling with towering 20ft statues of Zulu warriors.

The restaurant on the lower level has a dining capacity of 345. With the open-plan kitchen and its traditional open-flame grills, head chef Stephen Boucher creates authentic dishes from the finest seasonal produce showcasing all of the originality and flair of South African culture.

For the more adventurous who are looking for a true culinary experience of South Africa, Shaka Zulu offers exotic game meats such as zebra, kudu, ostrich and springbok as well as crocodile, kingklip and black cod and spicy boerewors dishes, together with South African favourites such

The lounge bar, perfect for receptions

as sosaties, bunny chow, bobotie and potjie.

The Shaka Zulu lounge bar stretches over the mezzanine level of the venue and offers panoramic views across both floors. Boasting an extensive cocktail list and the UK’s largest exclusively South African wine list, this floor is perfect for drinks receptions and networking events for up to 300 people.

The King’s Club on the lower level – Shaka Zulu’s VIP area – offers a semi-private space for up to 110 dining or 200 for a standing reception and is ideal for presentations, awards ceremonies and product launches.

This vast and versatile space boasts state-of-the-art light and sound capabilities, the best live entertainment facilities and an exclusive private green room for

celebrity acts, plus lounge and shower amenities.

When it comes to organising entertainment, Shaka Zulu has a portfolio of exciting acts to choose from including themed dancers, drummers, live bands and DJs. There are also interactive programmes such as tribal drumming lessons, tribal face painting, wine tastings and exotic game cooking classes which are ideal for incentive groups, events and parties.

When entertaining during the games, Shaka Zulu is an ideal location for events being just five minutes from King’s Cross high-speed rail link and Euston station. Shaka Zulu is also only a 10-minute coach ride from the West End. Shaka Zulu can accommodate everything from small to large corporate dinners to semi-private receptions to whole venue hire.

W it h a p r of e s s ion a l a nd experienced operations team, every event is delivered with outstanding service.

020 3376 9911 www.shaka-zulu.com

Business Reporter · March 2012

an independent report from lyonsdown, distributed with the guardian

London events

15

Catering feels the heat of demand

This is no ordinary summer for the events industry and companies must order early to avoid the headache of equipment not being available PKL Group, the UK’s leading supplier of temporary kitchens and commercial catering equipment, is calling for event operators and contract caterers to get their equipment hire orders in early after research shows this summer’s events – including the Diamond Jubilee and the games – could put a strain on availability.

The research, conducted by independent data house Caterlyst, surveyed a pool of 4,370 event

PKL Group in numbers Business started: 1985 Location: Cheltenham, Gloucestershire Anticipated turnover for 2011/12: £20m Number of employees: 90 Units out in the field: 1,000 People fed every day using PKL equipment: 100,000 - 500,000

operators – including venues, caterers, hotels and event agencies – in December and January to find out likely demand during summer 2012.

The results showed that almost a third of event operators have some involvement in or around the games and 80 per cent are catering for over 50 people. Some 10 per cent are catering for more than 200.

Chris Irving, managing director of PKL says: “The type of equipment required to cater for these numbers is specific and some products are seeing very high demand for the summer.

It’s not just catering equipment that will be needed, but other equipment such as marquees, dining tables and chairs and toilets, too.”

A third of operators are anticipating the need to hire catering equipment in order to meet demands, and 20 per cent will be hiring both temporary kitchens and catering equipment.

Irving adds: “With a third of events

needing temporary kitchens and/or equipment, demand will be strong for the few UK companies who supply this sector.”

However, the research shows that 66 per cent of respondents have not considered that there might be a shortage of vital equipment, despite there being a limited number of suppliers who draw on a finite pool of stock. Many companies believe that the stock shortage will have no impact on their business operations over the summer.

Irving says: “It’s understandable that operators haven’t thought about the bigger picture – but this research shows that they must do so in order to safeguard their planned events.

Event operators must get their orders in early. Those who leave ordering until early summer risk equipment not being available to meet their needs.

“In any other year, this would not present a problem but it seems that many operators assume their first choice of equipment will be there when they need it. This is an extraordinary summer for the UK events industry and we need to ensure

that everything runs smoothly.

“While PKL has made capital investment to anticipate high demand, it is likely that those who do not book early may not be able to get their first choice of hire items. We have more than 4,000 pieces of kit already committed over the summer months and 100 extra kitchens to deliver. With only four or five major catering equipment hire companies in the UK, it’s likely that all of us will see shortages of some lines, such as combination ovens, six-burner oven ranges and serving equipment.

“However, as more than 75 per cent of PKL business is outside this summer’s events, the business is taking great care to ensure that regular customers order early and their needs are met. PKL has also created dedicated project and operational support teams to deal with the extra demands over the summer in order to ensure that all customers continue to enjoy their usual high levels of service.”

0845 840 4242 www.pkl.co.uk

Catering equipment hire report: event operators Do you believe there will be a shortage of catering equipment for hire in 2012?

Are you planning to order items for hire earlier than usual to avoid shortages caused by the number of events associated with the Diamond Jubilee and Olympics in 2012?

7%

9%

31%

No Yes Source: Caterlyst 2012

0% 9%

34% 66%

To what extent do you think a shortage would affect your business?

53%

Had not considered it No Not sure Yes

9%

82%

A little Not very much Moderately Very much

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