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MAJOR SPORTS EVENTS REVIEW 2005 - 2008


CONTENTS -

Background Partners Objectives Contribution to Regional Plans Achievements Conferences Events The Future Contacts


BACKGROUND In 2005 Sport England, SEEDA, Culture South East and Tourism South East commissioned Strategic Leisure Ltd to prepare a Major Sports Events Strategy Framework for the South East Region. The research showed that the development of major sports events in the South East can have a significant impact on the quality of life in the Region. A recruitment programme was undertaken by the consortium with the result that Lindsey Horton was employed at the beginning of August 2005. The Major Sports Events Strategy, which was created from the research identifies the ways in which major sports events can generate the maximum benefits for the Region.


PARTNERS Tourism South East (TSE) is a partnership of the private sector and both local and regional government with more than 2000 commercial and 70 local authority members. As the strategic tourism body for the South East of England, their aim is to support and assist a competitive, growing, profitable and sustainable tourism industry in the region. TSE's mission is to create the conditions for tourism in the region to allow the industry to be successful, develop and grow by providing high quality support to our members, lead regional marketing campaigns, encourage the highest levels of skills and customer service, support regeneration projects, lobby on behalf of South East tourism businesses and set up strategic partnership projects of all kinds. Tourism is recognised as one of the principal economic drivers in the South East, as a £10 billion+ industry. TSE also has a leading role in representing the industry's interests, raising awareness of the economic and social significance of tourism and encouraging a supportive political and policy climate. TSE is the largest geographical regional tourism organisation in England and represents the largest visitor economy outside of London. Major sports events are a significant part of Britain’s tourism industry. Britain has become the global market leader in the staging of major sports events because many of the annual domestic sporting competitions such as the FA Cup Final and Wimbledon attract a large number of overseas visitors and a global television audience. Major sports events held in Britain are a crucial ingredient in the creation of the tourist image of Britain.

Sport England exists to sustain and increase participation in community sport. It is a non-departmental public body and Lottery distributor. It's ambition is to get two million people participating more in sport by 2012. It does this by promoting, advising and investing in community sport. Sport England is the strategic lead for sport in the Region. They have four key cornerstones which define their role: • They are a grant giving body and offer financial support to a host of organisations via Lottery and Exchequer funding • They are a statutory consultee on planning consultations affecting playing fields • They offer expert advice on sports development, technical guidance on sports facilities, and professional advice on recreation and facility management • They have an advocacy role to ensure sport and physical activity is embedded in the policies of key regional and local institutions and organisations. Events can provide a legacy of participation in sport. Spectators can become enthused to try a sport, casual participants can be encouraged to increase their participation and their performance level, and associated ‘have a go’ opportunities can provide the first experience of a new sport for some. Mass participation events are especially effective in this area.


PARTNERS South East England Development Agency (SEEDA) is the Government funded agency set up in 1999 responsible for the economic and social development of the South East of England - the driving force of the UK's economy.

The economy of the region is the 22nd largest in the world and covers seven counties. SEEDA's aim is to create a prosperous, dynamic and inspirational region by helping businesses compete more effectively, training a highly skilled workforce, supporting and enabling our communities, while safeguarding our natural resources and cherishing our rich cultural heritage. SEEDA aims to be a catalyst for change within the South East, working with partner organisations- businesses, education at all levels, local authorities, Government agencies, voluntary and community organisations and many others - to produce clearly recognisable results. Accountable to Government, SEEDA is a business led organisation, governed by a Board whose Members have wide-ranging experience in industry and commerce, local government, education, trade unionism and voluntary service. Sport has the capability to enhance a host economy both domestically and internationally. In addition to the economic impact derived from attracting visitors to an area it is possible to create a favourable impression of a host economy via international media coverage on television, in print and via the internet. Successful hosting of events can help to place market locations and can convey the image of a ‘can do’ region.

Culture South East is the regional cultural consortium for the South East of England. Their main objective is to champion cultural and creative interests in the region. They aim to do this by: • Promoting collaboration within the cultural sector • Highlighting the way in which culture can contribute towards the achievement of regional and local policy priorities • Celebrating the way in which the cultural sector is enhancing quality of life in the region They are sponsored by the Department for Culture, Media and Sport DCMS and have a funding agreement with them which sets out our agreed priorities and targets within the South East region. They have a Board of Directors which is drawn from key cultural agencies and partners at a senior level across the region.


KEY OBJECTIVES Key objectives include; • • •

To generate income to the South East economy: To take the opportunity of promoting the South East via world-wide media To highlight the South East as a leading visitor and relocation destination to existing and new international markets. • To utilise events as a catalyst to increase interest and participation in sport creating a long-term legacy in terms of health benefits, social inclusion and sustainable transport. • To show the South East as an international stage for World-class Sporting Events • To promote the role of taking part in sports and cultural activity and its positive impact on physical and mental health that can improve attendance rates in the workplace which increases workforce productivity. • To enhance the employment and productivity dividend from volunteering, use volunteering in cultural activities as a route to gaining transferable skills for paid employment. • Ensure that major sports events leaves a positive and lasting legacy for the South East in terms of an enhanced tourism offer, improved sporting and cultural facilities, a healthier population and stronger communities.


MAJOR SPORTS EVENTS CONTRIBUTION TO REGIONAL PLANS Major sports events contribute significantly to the Regional Economic Strategy (2006-2016) with the overall vision of the South East becoming a world class region achieving sustainable prosperity. The main area major sports events can help achieve is target 14, Sustainable Communities under Sustainable Prosperity in the RES. This is to enable more people to benefit from sustainable prosperity across the region and reduce polarisation between communities with one of the actions from this being to involve communities in urban renaissance. Major sports events can support the priority actions from this target by engaging local people in place making, community based activities, citizenship and volunteering. In addition to the above it can also help attain the goal of using the voluntary and community sector to address disadvantage. It also contributes to; Smart Growth, target 5 Enterprise, by supporting the creative and leisure economy. Smart Growth, target 6 Skills, by helping to support the skills needed to meet business needs Smart Growth, target 10 Employment, by promoting a healthy workforce Global Competitiveness, target 1 Global Businesses and Foreign Direct Investment by marketing the Greater South East Global Competitiveness, target 2 Knowledge and Transfer by promoting the region’s knowledge base nationally and internationally. The Implementation Plan is an integral part of the RES and major sports events feature throughout the three themes of Smart Growth, Sustainable Prosperity and Global Competitiveness. Compete, Create, Collaborate is the South East’s offer for the 2012 Games and major sports events are a key factor in this section. They help to deliver the outcome of World Class Performance so that every young person, business and community has the opportunity to participate in, and gain a positive legacy through 2012. As well as helping achieve the objectives of showcasing the South East to an international market and building on the world class offer of festivals and events throughout the region. They also help create healthy, active and diverse communities. In addition to the RES and the Implementation Plan, major sports events are an integral part of the South East Offer which states in both the tourism and sports action plans that they wish to attract three major sports events per annum into the region. It also provides substance to the Accentuate bid through providing access to more high quality events for disabled people. Major sports events contribute towards the tourism offer of Tourism South East as events can be a key component in high value sports tourism. It is also possible for major sports events to enhance the benefits that derive from existing events such as encouraging visitors to stay longer which adds to the economic and tourism impacts. The hosting of successful events conveys a positive image of the city and region with spectators, participants and media.


ACHIEVEMENTS Through the work of the Major Sports Events Manager and hosting of world class events in the region, the South East is now recognised as a desirable, professional destination for the hosting of major sports events. The South East is now seen as a key partner in bidding for and hosting of major sports events and works closely with National Governing Bodies and UK Sport. Quote: "Working with a regional events manager who brings together skills and experience from the events industry together with knowledge of funding, venues and other contacts has been brilliant in enabling us to bring new and existing events to the region. Before this year we had none in the area and now we are looking at 3 events for 2006 alone, Lindsey has made the south east a very attractive and welcoming destination for our events. In the build up to 2012 we hope to work closely with the Major Sports Events Manager to explore the options that will exist in hosting international as well as national events in the coming years." Daniel McLaren, National Events Manager, English Table Tennis Association 2006


CONFERENCES Since the inception of the partnership two major sports events conferences have been held bringing together industry professionals from across the South East. The first event held at The Ladies English Open Golf in October 2006 gave delegates the opportunity to gain a greater understanding of what was involved in bidding for, staging and hosting events. Leading industry speakers from a range of sports organisations and national bodies tackled issues including maximising income generation, tourism and sporting legacy benefits, successfully bidding for events and best practice in hosting big sporting occasions. Speakers included Debbie Jevans, Director of Sport for LOCOG, Professor Mike Weed from Canterbury Christ Church University and Mark Howell, Marketing Communication and Stakeholder Manager for Tour de France, amongst other high level speakers. The second Major Sports Conference, Defining the Role and Impact of Sports Events was held at the majestic Blenheim Palace on 6th October 2007. This conference, hosted around the International Horse Trials at Blenheim Palace gave delegates the unrivalled opportunity to visit the world class horse trials and tour this extraordinary palace as well as listen to world class experienced speakers. Speakers included, John Scott, International Director of UK Sport who explained how to navigate the bidding landscape, UK Sport’s national plans and how delegates could benefit locally. Geoff Lawton from Portsmouth City Council gave an insight into the Great South Run and described what is involved in staging such an event. There was a very interesting presentation from Eamonn O’Rourke, Head of Regeneration at Manchester City Council, who talked about how sport is an integral part of the Manchester economy and the role sport has played in the cities urban renassiance. Key note speaker was Simon Legg from LOCOG who talked about training and preparation camps and the importance of hosting major sports events.


EVENTS As a region we have many world-class venues and have previously staged some of the most spectacular events in the World. We aim to offer World Class Sports, World Class Facilities, World Class Events, all offering visitors a World Class Welcome. We host Stoke Mandeville, the birth place of the Paralympics (1948), and are famous for worldrenowned brands and events such as Brands Hatch, the Epsom, Henley Regatta, Cowes week, Hickstead, International tennis and now host Dorney Lake the Olympic rowing venue for 2012. Through discussions with several National Governing Bodies of sport and Local Authorities, many major sporting events have been brought to the region for the first time and many are planned for the future. With most major sports events the lead in time can be up to 2 years which includes the bidding, preparing and hosting of the event, but we were able to deliver two events in the first year of the post.


2006 English Table Tennis Association (ETTA) - 3 Table Tennis Gran Prix These events were held at The Triangle Leisure Centre, Burgess Hill, Sussex and two at K2 Crawley. These were very successful with partnerships formed between the local table tennis club, local authority, facility provider, ETTA and Major Sports Events Manager to develop a sports development programme around the events. Over 100 young people at Burgess Hill received expert coaching from ex-international Nick Jarvis and current English Champion Alex Perry. As a result of the partnership new table tennis sessions were created. These events had low economic impact on the region but a high sports development legacy that encouraged participation in sport along with delivering a range of social returns that benefitted the local community.

Tour of Britain 2006 The Major Sports Events Manager entered into negotiations with the Tour of Britain to secure a stage of the 2006 event to be held in Kent. The Tour of Britain is Britain’s leading cycling race and has been granted world championship ranking status by the UCI (Union Cyclisme Internationale). As a result it is now considered a major international cycling event alongside races such as the Tour de France and Giro d’Italia. A mix of seventeen national and international teams, each comprising six riders, competed over the seven days. The race started in Rochester and finished in the city of Canterbury. The stage was funded through a four way partnership between SEEDA, Kent County Council, Medway Council and Canterbury City Council who worked together to maximise the benefits that accrued from the event. The South East region's inaugural involvement with the Tour of Britain was very encouraging. The event not

only achieved a positive return on investment for SEEDA and partners, but it also raised the profile of the region via the considerable media exposure the event generated by bringing such a prestigious and free to view sporting spectacle to residents in the South East.


2006 Great South Run - 2006 The Great South Run (GSR), the South East region’s largest annual mass participation sports event, is one of the series of ‘Great Runs’ in the UK alongside the Great North Run and the Great Manchester Run. Portsmouth first hosted the event in 1991 and since then the number of runners has risen from 3,000 to 18,000 in 2007. This event is funded through Sport Englands’s Community Investment Fund and delivers against the criteria set out in the grant. The key objectives of the Great South Run are to; - Increase participation in sport in order to improve the health of the nation. - Retain people in sport and active recreation. - Make England a more successful sporting nation. - Build the capacity of the sports sector.

The Great South Run has an impact on people’s participation in sport. The event attracts a high number of first time runners and increases their rate of participation when compared to before the race. The Great South Run is not just a running event but a celebration of sport and physical. The Great South Run inspires and motivates people to continue to be active in sport and to try new activities. There is no economic evidence regarding this event at present but the estimated impact for this event is in the region of £1million.


2007 International Judo Training Camp Through collaboration with the Major Sports Events Manager, Dartford Council were able to host an International Training Camp at Dartford Judo Club where teams from USA and Europe attended. The Dartford Dojo is a world class training centre for the country's Judo and is a key coaching centre for the British Judo Association. Dartford Judo Club is the first purpose-built training centre to meet Olympic training standards since London was chosen to host the 2012 Olympic Games A community programme was included in this event where by students took part in practical sessions, met the national teams and coaches. The result of Sport England funding included a six week after school programme for the students who attended the camp and links between Kent’s new judo disability officer who is a senior coach at Dartford Judo Club. This activity was supported through Sport England funding around major sports events.

National U19’s Badminton Championships 23-25 February This national event was held at Crawley for the first time since 1984 and was deemed a success by all involved. The event was a partnership between Badminton England, Crawley Council, K2 and the major sports events manager. A sports development programme was developed around the event with training at a ‘Come & Try ‘session. The outcome of hosting the event and development programme is that badminton is now in the main sportslink programme for next school year for both primary and secondary age pupils. This activity was supported through Sport England funding around major sports events.

Table Tennis Gran Prix Following the success of the Table Tennis Grand Prix’s in 2006, the region has managed to secure other events into the South East. The Black Lion in Gillingham played host to one stage held in December 2007 and Olympos in Burgess Hill held a Grand Prix over the weekend of 8th -10th June for the second year running. On Friday 8th June an inter district/borough table tennis competition ran as a prelude to the English Table Tennis Association’s National Butterfly Grand Prix event. This event was aimed at new players, below county standard. There was an inter club, junior circuit competition, running in tandem with the inter district event aimed at more established players along with CSLA “bolt on courses” and promotional, road shows in local schools before and after the event. This activity was supported through Sport England funding around major sports events.


2007 Tour De France The Tour de France is the world’s best known and largest annual sports event. Each year the race starts somewhere different. In 2007 the race started in central London and on Sunday 8 July set out from south east London and ran 170km through Kent, finishing in Canterbury SEEDA invested in this event and the major sports events manager worked with SEEDA communication team to make sure the potential of this event was maximized from all perspectives. SEEDA was one of the main partners along with Kent County Council and Transport for London.

Key points • Over 50 community events across Kent on the day • Over 62% of cycle businesses felt that TDF caused uplift in business for them over the summer period. • 87% of Kent spectators interviewed on the day stated that they felt the event would encourage people to cycle more for leisure purposes with 50% feeling that It would encourage people to cycle to work. • Very high levels of event satisfaction generally with over 80% of spectators on the day visiting Kent just to see TDF and over 60% of spectators highly satisfied with the event as a spectacle. • Many people interviewed stating they would like TDF to return. • Research undertaken on the day shows that use of public transport was high with 52% of Kent residents surveyed stating that they had travelled to view the race on foot while only 22% travelled by car and 15% by rail. • Demonstration very publicly of Kent and the South East’s successful ability to host a major sporting event in style.

Great South Run 2007 The historic city of Portsmouth again played host to Europe's premier 10 mile road running event, the BUPA Great South Run, on Sunday 28 October 2007. Nova increased the numbers in the main race to 18,500 with all places taken up at an early stage. Portsmouth CC ran the Portsmouth Mile around the main event and promoted a corporate challenge for business in and around Portsmouth. The legacy of this event is funded through Sport England’s Community Investment Fund. The Great South Run is growing in size, stature and popularity with uptake in the junior event increasing steadily.


2007 Archery World Cup In partnership with UK Sport and National Governing Bodies, the major sports events manager was intrinsically involved in bringing the Archery World Cup to Dover. As part of the legacy of the event a regional CIF bid was successful supporting the development of archery in Kent with the Archery World Cup being the catalyst. The event, which was held 30th July to 5th August, helped raise the profile of Dover as a destination rather than just a gateway and fitted with SEEDA’s overarching plan for Dover. This event would not have been able to happen without all the various partners contributing to the funding package. The development legacy included a ‘Come & Try’ area with suitable equipment, coaches and leaders where spectators, community groups and schools experienced archery. This area was very successful with over 1000 people trying the sport. Through the CIF bid a Kent Archery Development Officer position was created enabling the development of the sport post the Archery World Cup. The event attracted participants from over 30 different countries including; Australia, Belguim, Brazil, Chinese Taipei, Croatia, Czech, Finland, France, Germany, GB, India, Indoneisa, Italy, Ivory Coast, Libya, Lithuania, Netherlands, Norway, Poland, Portugal, PR China, Russia, Slovakia, Slovenia, Sweden, Switzerland, Ukraine, Venezvela.

UK Junior Beach Volleyball Championships Sport England as a key partner in the Major Sports Events Steering Group agreed £4,000 funding to create a UK Junior Beach Volleyball Championships around the Volleyball England British Tournament. The event took place on Friday 31st August 2007 at Yellowave Beach Sports facility in Brighton & Hove. The funding was identified as legacy for people locally during weekly club and coaching sessions with a clear pathway to continue the development of the sport. The outcome of the event was an extra age category club so that children could develop their skills at a faster rate and beginner adults were encouraged to volunteer for the event. This was the first time a junior event had been held at the same time as the senior nationals event and it proved to be a huge success. There was no significant economic importance to this event but it has helped raise the profile of both Yellowave and the region as well as place the South East in a enviable position as the host of the only purpose built beach sports venue in the country.


2007 Tour of Britain 2007 The Race took place on Monday 10th September and comprised of 138.9kms (86.4 miles). The stage started in Palmer Park, Reading and finished next to Hoglands Park, Southampton. A Breakfast Club event was held at the Start, along with a full programme of activities held at Palmer Park. These included exhibits from the local bicycle museum, DR Bike sessions and stalls and junior track sessions. Over 200 children from six local schools attended to watch the event. Support events at the Finish included a Trade Expo display and a Go-Ride event, hosted by British Cycling. In order to encourage tourism benefits related to the Tour of Britain, Destination Southampton (on behalf of the City Council) offered special rates to people staying in hotels during the period of the Tour’s South East Stage. The funding partners included SEEDA, Southampton City Council and Reading Council. The Major Sports Events Manager acted on SEEDA’s behalf to negotiate with partners and act as coordinator between Tour of Britain organisers and local authorities.

This is the second year of hosting a stage of the Tour of Britain in the South East. Events, such as this have the potential to contribute positively to the region in ways other than visitor and organiser expenditure. The major sports events strategy highlights twelve key opportunities that major sports events have the potential to contribute towards and the Tour of Britain contributes to six of these.


2008 Corus Elite Triathlon Through negotiations with the NGB and Reading Council, this event was able to be brought to Green Park, Reading for the first time. The series had three events, one in Scotland, one in Wales and Reading played host to the England stage of the series. The Corus Elite Series is the country’s only elite triathlon series, and attracted the best triathletes from around the UK and the World. The event provided world class competition and promoted the sport to a wide audience. A novice event provided a great opportunity for first time triathletes to experience the sport in a comfortable and safe environment. Funding partners included SEEDA, British Triathlon and Reading council. There is the opportunity to grow the event and include disability athletes into a triathlon festival. This will offer the opportunity not only for disabled people to compete in a major event, but will raise the profile of disability sport and provide the opportunity for more people to experience disability sport first hand.

The media coverage for this event was exceptional with a 30min Highlights Package being distributed to the following and good coverage in national and regional press. Channel 4 Channel 4 +1 More 4 Setanta Fox Middle East Fox Australia ESPN Classic sport Eurosport


2008 World U21’s Beach Volleyball The major sports events manager was instrumental in bringing this vibrant Olympic Sport to Brighton & Hove. The event was held at Yellowave beach sports centre on 3-7 September and other key partners included Brighton & Hove City Council, UK Sport and Volleyball England. This event had never before been held before in the UK and by hosting it at Brighton & Hove it raised the profile of Brighton and the South East as a professional destination for hosting major sports events. Although the weather was unfavourable, the event delivered on several aspects of the major sports strategy. It helped influence key decision makers and raise the profile of Yellowave as a training camp for 2012. A full report including a breakdown of media and economic impact will be supplied by the end of 2008, but please find below estimated figures for the event.

Tour of Britain 2008 This was the third year that SEEDA has funded the Tour and this year the stage started in Milton Keynes and finished in Newbury. The funding was divided three ways with SEEDA, Newbury Council and Milton Keynes footing the overall bill of £150k. The Major Sports Events Manager acted on SEEDA’s behalf to negotiate with partners and act as coordinator between Tour of Britain organisers and local authorities. The event took place on Monday 8th September. There was a full programme of activities at both Milton Keynes and Newbury and children from many of the local schools lined the route..


THE FUTURE The key to a successful strategy is the concept of partnership – different interests working together and pooling resources and expertise to drive forward the planning, bidding and implementation of the event. The portfolio approach to the development and support of sports events means that different organisations may support and encourage different events, as they are primarily focussed on different benefits and outcomes. Going forward the focus of the major sports events group will be diverse and will also include the hosting of more disability events. Through the Accentuate programme the major sports events manager is looking to attract world renowned disability sporting events. This will offer the opportunity not only for disabled people to compete in events, but will raise the profile of disability sport and provide the opportunity for more people to experience disability sport first hand. As part of the event legacy a wide range of activities will be available including educational activities and creative events. The legacy programmes associated with the events will provide a clear ‘pathway’ to further inspire and develop opportunities for disabled people to be involved in sport as a participant, coach, administrator or, event management. There is the possibility of linking disability events with able bodied events, i.e Triathlon whole weekend festival of both disability and able bodies in the same weekend adding to already high profile events. Discussions re potential events to host in the South East in the future include: European Waterski Championships at Thorpe Park 2010 World Junior Rowing Championships 2011 European Eventing 2011 Laser World Championships 2010 British Open Golf 2011 The Major Sports Events Manager is working with National Governing Bodies, Uk Sport and event owners and organisers to bring a variety of major sports events into the region prior and post 2012. The landscape for sport is changing and the Major Sports Events Strategy needs to be aware of shifting priorities and reflect and embrace these changes. Sport England has a new strategy focused on creating sporting opportunities in every community, and has set ambitious targets to get one million people doing more sport by 2012/13 and to help those with talent get to the very top. With their new focus, they are at this time unable to continue financial support of the role but are maintaining a supporting role on the Steering Group. SEEDA are fully committed to the role for another year and have an allocated budget through their 2012 programme to deliver major sports events into the region.


CONTACTS Lindsey Horton Major Sports Events Manager Tourism South East 16 Church Rd Tunbridge Wells Kent TN1 1JP Phone: Email:

07725792407 lhorton@tourismse.com lindseyhorton@seeda.co.uk


Major Sports Events 2005 - 2008  

3 year updated review

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