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be inspired Northwest Legacy Framework for the 2012 Games


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“The most important thing in the Olympic Games is not winning but taking part; the essential thing in life is not conquering but fighting well.� Pierre de Coubertin, founder of modern Olympic Games


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contents 1

Foreword

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Introduction and vision

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Structures

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Legacy Themes and Principles

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Legacy Principles Legacy Themes

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Sport and Physical Activity

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Business

21

Cultural Olympiad

25

Tourism & the Visitor Economy

29

Major Events

33

Skills and Volunteering

39

What now?


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John Willis - Épée fencing World Cup Champion 2007


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THE VISION FOR THE 2012 GAMES IS “TO STAGE AN INSPIRATIONAL GAMES THAT CAPTURES THE IMAGINATION OF YOUNG PEOPLE AROUND THE WORLD AND LEAVE A LASTING LEGACY ”.

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THE VISION FOR THE 2012 OLYMPIC GAMES AND PARALYMPIC GAMES IS INSPIRING AND BOLD. THE NORTHWEST PASSIONATELY BELIEVES IN THIS VISION AND IS FULLY COMMITTED TO ENSURING THAT THE

foreword

REGION CONTRIBUTES TO ACHIEVING IT AND THAT THE LEGACY STRETCHES FAR BEYOND LONDON. We will ensure that the Games are used as

As a region we already have a lot to be

a catalyst to drive positive change across

proud about – a strong sporting heritage, a

the region, whether it be in increased levels

culture of delivering major events including

of sports participation and physical activity,

the 2002 Commonwealth Games in

the associated increase in number and

Manchester, and the 2008 Liverpool

quality of coaches, the improved recognition

European Capital of Culture, alongside

of volunteers, improved standards in our

internationally recognised tourist

tourism industry, or through showcasing

destinations such as the Lake District,

businesses to a national and international

Chester and Blackpool. We will use the

audience.

2012 Games to build on these strengths whilst at the same time helping to address

We must not forget that the Olympic Games and Paralympic Games are the world’s

some of the challenges faced across the region.

greatest celebration of sport and cultural diversity and we want to provide people in

This Framework sets out the beginning of

the region with the opportunity to connect

this journey, a journey that does not finish in

with this experience and generate positive

2012, it is a journey that will take us to 2020

memories that will last a lifetime. We have

and beyond because to create a lasting

no doubt that the 2012 Games is already

legacy we are thinking and planning for the

providing a fantastic impetus to help inspire

long term to use the Games as a catalyst for

the 6.9 million people in the region to do

change. We encourage our partners in the

something special for themselves and for

region to use this Framework and join us in

others!

ensuring that the Northwest makes the most of this once in a lifetime opportunity!

Andy Worthington, Chair of the Northwest Steering Group for the 2012 Games and Chair of the North West Sports Board

Steven Broomhead, Chief Executive of the Northwest Regional Development Agency (NWDA)

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introduction & vision THE LONDON 2012 OLYMPIC GAMES AND PARALYMPIC GAMES (THE ‘2012 GAMES’ OR ‘GAMES’) PROVIDE THE OPPORTUNITY TO SET THE BENCHMARK FOR THE OLYMPIC AND PARALYMPIC MOVEMENT IN STAGING AN INSPIRATIONAL GAMES AND DELIVERING A GENUINE NATIONWIDE LEGACY, WELL BEFORE, DURING AND LONG AFTER THE GAMES ITSELF. The Northwest is well positioned to both support the 2012 Games and to generate a real connection for its population to benefit not least through experiencing the Olympic football tournament at Old Trafford. This Framework draws on extensive consultation across the region and, linked to existing strategic priorities, sets the vision and framework for how the Northwest aims to benefit through the 2012 Games. It also sets out the region’s contribution to helping to achieve London 2012’s Olympic and Paralympic Games objectives as highlighted below: 1. To stage an inspirational Olympic Games and Paralympic Games for the athletes, the Olympic Family and the viewing public. 2. To deliver the Olympic Park and all venues on time, within agreed budget and to specification, minimising the call on public funds and providing for a sustainable legacy. 3. To maximise the economic, social, health and environmental benefits the Games bring to the UK and all sections of the UK population. 4. To achieve a sustained improvement in UK sport before, during and after the Games, in both elite performance – particularly in Olympic and Paralympic sports – and grassroots participation. This Framework will be supported by more detailed action plans across each of the identified legacy themes. Some of these will

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be heavily influenced by the plans of the London 2012 Organising Committee of the Olympic Games and Paralympic Games (LOCOG) which have yet to be published. Our action plans are being developed in order to ensure that the region’s aspirations are driven forwards. An Introduction to the Northwest Few areas in England can be in a better position than the Northwest to capitalise on the legacy of the 2012 Games. The region is steeped in sporting heritage – the game of professional football was born here, and a host of high ranking sporting events take place in the region including the Visa Paralympic World Cup, the European Hockey Championships and the greatest Steeplechase in the world, the Grand National, at Aintree. The Northwest’s sporting heritage is augmented by its economic strength. It boasts the UK’s largest regional economy, matching that of 14 European Union countries. Several strongly performing sectors will support the delivery of the Games, 15 Higher Education Institutions provide expertise in research and development, and the proposed relocation of the BBC to Salford will provide focus for a world class creative industries sector. Transport links are first-class. Manchester and Liverpool John Lennon Airports cater for over 270 destinations worldwide, and Blackpool is the fastest growing regional airport in the UK. With fast rail links to the rest of the country and an extensive motorway network, the region is ideally placed to make the 2012 Games our Games.

However there are challenges to be faced. Despite its many success stories, the Northwest has its share of deprivation and fares poorly with regard to health and health inequalities. The Games are the strongest marketing tool to attract and retain people in sports participation, with the knock-on benefit of improved health. The targets are considerable: to achieve national targets by 2012, the region needs to attract an additional 250,000 new participants, taking part in sport and active recreation for at least half an hour, three times a week! And, while it is improving, the region’s economy is 12% lower than the English average with an output gap of £13 billion, and 27% of the working age population not currently in employment. There are also funding challenges to delivering our objectives. Partners are prepared for these challenges and committed to drawing on the spirit of the Games to work together, utilise existing capacity and attract further resources to deliver a powerful and lasting legacy for the Northwest. While we know that the 2012 Games will not provide a solution to every issue our region faces, it will undoubtedly provide a catalyst for change in targeted areas. This document will focus on those areas and illustrate how the Games will create a positive, and lasting, legacy for people in the region.


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Our Vision - England’s Northwest has a proud sporting heritage which we will draw on to contribute to the finest Olympic Games and Paralympic Games the world has ever seen. To fulfil this vision, we will utilise the strength, determination and competitive spirit of our local communities, which in return will derive the maximum economic, sporting, health and social benefit, providing our people with every opportunity to engage with the pride, passion and spirit of the 2012 Games. Success in achieving this vision will mean that: • Participation through sport and active recreation will increase, driven by the inspiration of the Games, and leading to improved health. • The region will continue to build on its track record of hosting major events, further developing its expertise to deliver inspirational events and associated legacies. • Northwest companies will ‘raise their game’, to compete successfully in showcasing their talents, innovations and products to a national and international audience. • There will be a sustainable step change within the cultural and creative sectors that will resonate well beyond the 2012 Games creating a legacy of quality, creativity and participation.

• Quality will be at the heart of everything the Northwest’s tourism industry offers. • There will be a strengthened volunteering infrastructure, and there will be increased and improved pathways into volunteering and onto employment and further education. • There will be an increased uptake of learning opportunities in the region, particularly in relation to those sectors most relevant to the 2012 Games and their legacy in the region. • The excitement the 2012 Games will contribute towards helping to addressing health inequalities, by demonstrate that leading healthy lifestyles is enjoyable and achievable. • The Games will contribute towards the development of more sustainable and cohesive communities across the region.

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structures ACHIEVING OUR VISION WILL ONLY HAPPEN IF WE COORDINATE OUR EFFORTS, AT A NATIONAL, REGIONAL AND LOCAL LEVEL. LOCOG is responsible for the preparation and staging of the 2012 Games. Regional engagement within LOCOG has been formalised through the establishment of the Nations and Regions Group. This group has the role to ensure that the benefits associated with the Games reach all parts of the UK. Within the Northwest, we have created a number of regional and sub-regional structures to ensure that stakeholders are engaged to maximise the benefits to the region from the 2012 Games (see Diagram 1). The Northwest Steering Group for the 2012 Games Agencies have joined together to form the Northwest Steering Group for the 2012 Games (the Northwest Steering Group) which will coordinate strategic issues in the region.

The Steering Group includes representation from the lead agencies responsible for the different legacy themes, key regional agencies, alongside a representative from each of the five sub regions. The group is chaired by Andy Worthington, chair of the North West Sports Board, who represents the Northwest on the Nations and Regions Group.

Sub-Regional Groups

Legacy Working Groups

Strategic representatives from a number of regional agencies, including the NWDA, Northwest Regional Assembly and Government Office for the North West have established a Strategic Leadership Group, to influence regional partners, lobby for resources on a national level, and promote the role that the Northwest can take in leading 2012 legacy initiatives.

Working groups have been established to focus on specific legacy themes and other areas of activity, for example, Communications and Training Camp Groups. This ensures that a range of partners relevant to the delivery of that theme are working together in a more coordinated way.

Diagram 1 – structures in the Northwest

Structures at a sub regional level vary to suit specific requirements, but through the sub regional representatives on the Steering Group there is a mechanism through which the specific challenges and opportunities for each sub region can be communicated. The Northwest Strategic Leadership Group for the 2012 Games

LOCOG – NATIONS AND REGIONS GROUP

NORTHWEST STRATEGIC LEADERSHIP GROUP

NORTHWEST STEERING GROUP FOR THE 2012 GAMES

Endorsement and Lobbying

Sets and guides the delivery of the Legacy Framework

SUB-REGIONAL WORKING GROUPS

LEGACY WORKING GROUPS

Identifies sub-regional linkages

Develop action plans, identify activities and linkages

Existing structures or new (as appropriate) Existing structures or new (as appropriate)

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legacy themes & principles The Northwest Legacy Themes The Northwest Steering Group has identified six Legacy Themes, areas where opportunities to benefit through the Games have been identified. (Illustrated below)

Sport & Physical Activity Sport England North West

Business

Major Events

NWDA / Northwest Business Forum for the 2012 Games

Skills & Volunteering

NWDA

Northwest Legacy Framework for the 2012 Games

Cultural Olympiad Culture Northwest

Regional Skills Partnership / Sports Volunteering North West

Tourism & the Visitor Economy NWDA

A Collaborative Approach Each theme has its own lead agency, which is responsible for working with partners to develop action plans to deliver the theme’s objectives. Teamwork will be essential though, no organisation is singularly responsible for delivery across its theme. A coordinated approach will be crucial if we are to maximise the use of resources and achieve added value to the delivery of the activities, and ensure that the many links across all of the themes are identified and addressed. This collaborative approach has begun through the Steering Group and the Working Groups, and must continue at all levels throughout the process. Key Legacy Principles The Legacy Themes are underpinned by four principles which focus on how we can create a genuine and positive legacy for our communities. Specific members of the Steering Group are responsible for championing these principles. The following pages highlight these principles and our statement of intent for each.

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sustainability THE NORTHWEST WILL USE THE HIGH PROFILE AND HIGH LEVEL OF INTEREST IN THE 2012 GAMES TO BUILD THE REGION’S COMMITMENT TO SUSTAINABILITY, AND TO DRIVE FORWARD HOLISTIC SUSTAINABLE DEVELOPMENT.

Promote greater organisational, community and personal commitment to resource conservation and sustainable living through cultural and sporting education programmes and ambassadors.

Publicise on Northwest websites best practice from across the region.

Issue toolkits and ensure that advice on environmental sustainability is available to groups planning sporting and cultural events and managing facilities.

Promote the value of the region’s green spaces in enhancing quality of life within communities across the region.

Encourage greater awareness of sustainable development and showcase regional projects that are a catalyst for reducing waste, minimising climate change and promoting biodiversity.

To provoke, inspire and promote new ways of advancing sustainable development issues in the region.

Thriving communities are dependent on a wide range of factors, such as quality of housing, employment, skills, education, health and transport. Culture, sport and recreational opportunities are also essential components of sustainable communities.

Environmental Sustainability Environmental sustainability will underpin the Northwest legacy programmes. We will use the opportunities of the 2012 Games to: •

Encourage the greater application of integrated impact assessments and innovation into sporting and cultural facility design and events management.

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Sustainable Communities

We want to use the 2012 Games as a catalyst to provide a showcase for sustainable community programmes and practice and provide a source of transferable knowledge and skills. We are committed to ensuring that key sustainable community policy principles are incorporated into each of our legacy action plans. We will encourage the development of high quality cultural programmes and events which increase opportunities, raise aspirations, and bring communities and generations closer together, with a particular focus on areas where deprivation is most widespread. An example is the national Street Games programme which was founded in the region. This gives young people from disadvantaged communities the chance to develop sports and creative skills within their community.


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Legacy principles

equality, diversity & community cohesion THE NORTHWEST STEERING GROUP WILL ENSURE THAT EQUALITY AND DIVERSITY ISSUES ARE FULLY INTEGRATED AND CENTRAL TO THE REGIONAL LEGACY. TO REINFORCE THIS COMMITMENT WE ARE UNDERTAKING EQUALITY IMPACT ASSESSMENTS ON THE ACTION PLANS THAT SUPPORT THIS FRAMEWORK. Government Office for the North West will take the lead for Equality, Diversity and Community Cohesion on the Northwest Steering Group. The role will involve sharing information with national and regional partners on community consultation and engagement, capturing key issues raised, the response to these issues, and also identifying any emerging good practice. We will encourage programmes that celebrate diversity and promote community cohesion and inclusion. For instance: •

The Northwest Business Forum (for the 2012 Games) will work with the Northwest Ethnic Minority Business Forum and the Northwest Women’s Enterprise Steering Group to ensure opportunities are maximised across the region’s diverse communities. Diversity is a key underpinning of cultural development in the region. The programmes of the Cultural Olympiad will reflect this commitment.

We support the principles of the emerging Volunteering Strategy for the 2012 Games and will ensure that volunteers recruited to help with the Games are fully reflective of the Northwest’s diverse communities across all diversity strands. This will mean actively engaging and involving the region’s diverse communities in recruiting volunteers.

We will build on 2012 Games opportunities to increase collaboration and promote greater understanding between cultures and communities by encouraging Games partnerships and exchanges within the Northwest, the UK and with other countries.

"THE INTERNATIONAL PARALYMPIC COMMITTEE RECOGNISES THE SUPPORT ENGLAND'S NORTHWEST HAS MADE TO THE PARALYMPIC MOVEMENT AND SPORT FOR PEOPLE WITH A DISABILITY. THE COMMONWEALTH GAMES IN MANCHESTER IN 2002 WAS THE FIRST TO FULLY INCLUDE EVENTS FOR ELITE ATHLETES WITH A DISABILITY AND THE REGION HAS BEEN INSTRUMENTAL IN ESTABLISHING THE HIGHLY SUCCESSFUL VISA PARALYMPIC WORLD CUP. WE ARE GRATEFUL FOR THE OPPORTUNITIES THIS HAS CREATED FOR PARALYMPIC ATHLETES AND THE INSPIRATION THIS HAS GIVEN TO OTHERS." Sir Philip Craven President of the International Paralympic Committee

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health & well being THE NORTHWEST IS COMMITTED TO ENSURING THAT THE 2012 GAMES WILL PROVIDE A CATALYST FOR MAXIMISING OPPORTUNITIES TO INCREASE PHYSICAL ACTIVITY, PROMOTE HEALTHIER LIFESTYLES AND REDUCE HEALTH INEQUALITIES. THERE IS A UNIQUE OPPORTUNITY TO ENSURE THAT THE EXCITEMENT GENERATED THROUGH THE 2012 GAMES IS ASSOCIATED POSITIVELY WITH HEALTHY LIFESTYLE MESSAGES TO HELP CHANGE ATTITUDES AND BEHAVIOURS. Despite significant improvements over recent years, the Northwest is one of England’s most deprived regions and fares poorly with regard to health and health inequalities. In 2002-2004 around half of all Northwest local authorities were in the worst quintile nationally for male and female life expectancy at birth. NHS Northwest’s are represented on the Steering Group with a role to work with partners to ensure that health related benefits are achieved through the respective legacy themes. Through the Olympic football event staged at Old Trafford we are committed to supporting London 2012’s vision for Delivering a Healthy Games. High levels of worklessness and health inequalities are also major factors impacting on the social and economic prosperity of the Northwest. For instance, £3 billion of the region’s GVA gap relates to approximately 700,000 people of working age not being in employment. The year 2012 will be used as a target to drive the use of sport and culture

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to address health and worklessness issues in the most disadvantaged communities in the region. We will work with regional agencies and Local Authorities, Local Strategic Partnerships and the Primary Care Trusts to support the realisation of ambitious local targets. A major health priority in the Northwest is to contribute to achieving the Chief Medical Officer’s target for increasing adults undertaking 30 minutes of physical activity five times per week by 1% year on year. This will help to reduce levels of obesity, deaths from coronary heart disease and cancer. Whilst clearly there are strong links with the Sport and Physical Activity legacy theme, there are also opportunities across other legacy themes, such as: •

The established impact that cultural participation has on mental health and well being will be further embedded through the Cultural Olympiad.

Using a targeted approach to volunteering initiatives to help address health inequalities in some of our most deprived communities by providing a pathway to further education or employment.

Healthy tourism initiatives such as Cumbria’s focus on outdoor adventure and promoting the value of the region’s green spaces.

Examples such as the ‘Million Pound Challenge’ or ‘Well at Work’, which promote physical activity and healthy lifestyles in the workplace.

Active travel initiatives, which contribute to tackling climate change, reducing energy demands, and reducing congestion.


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Legacy principles

communications & engagement THE NORTHWEST STEERING GROUP IS COMMITTED TO ENSURING THAT THE EXCITEMENT AND INSPIRATION OF THE OLYMPIC GAMES AND PARALYMPIC GAMES IS CAPTURED ACROSS THE REGION. Coordinated action is required if the Northwest is to fully capitalise on the potential legacy benefits from the 2012 Games and achieve the objectives laid out in this framework. A more coordinated way of working within the region is a significant potential legacy of the Games in its own right, and we are already seeing the benefits of this commitment in the early stages of our work. We are committed to ensuring that key messages are communicated clearly and are made accessible to all, and that our communication will clearly outline to our stakeholders the relevant mechanisms to engage with legacy opportunities in the Northwest. In practical terms, as noted, Legacy Working Groups (such as the Northwest Business Forum) are being established to ensure that relevant partners are engaged and helping to develop agreed priorities for action, for making more effective use of resources, and ultimately to enable organisations to achieve more than might otherwise have been achieved without the Games coming to the UK.

There are a wide range of agencies that will have a role in helping the region to achieve the aspirations laid out in this Framework. For instance: •

Local authorities are key, both from a local leadership and a delivery perspective. They are represented on the Northwest Steering Group and can act as local champions to help inspire groups to engage in the ‘magic’ of the Games.

The education sector, from primary, through to higher education, is a key partner which can influence this Framework across a wide number of areas. These include the opportunity to explore curricular links to the Games across a range of subject areas, through to a legacy of educated volunteers and qualified coaches, and the provision of a highly skilled workforce to meet business needs in the region.

The international dimension of the Games is another focus. Through the programmes and values of the Cultural Olympiad, the aspirations for hosting Pre-Games Training Camps in the region, and hosting matches

as part of the Olympic football tournament at Old Trafford, there are real opportunities to improve our understanding and celebration of diverse cultures from around the globe. Local authorities looking to maximise twinning arrangements and primary school competitions where each school competes as a given country and learns about the culture of that country are just two examples of this that we are starting to see. A Communications Working Group for the 2012 Games has been established to coordinate communications in the region and to develop a Communications Plan. This will support this Legacy Framework (and the more detailed action plans), and outlines how we will communicate with our stakeholders alongside key messages and opportunities. Our communication, marketing and promotional activities will underpin the objectives of this Framework to engage with the population of the Northwest to connect and ‘Be Inspired’ by the Games experience.

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WE INTEND TO USE THE 2012 GAMES TO INSPIRE PEOPLE ACROSS THE NORTHWEST, CHANGING THEIR ATTITUDES TO SPORT FOR THE BETTER AND MOTIVATING THEM TO TAKE PART IN SPORTS AS OFTEN AS POSSIBLE. Context Our ambition is to create an environment which will allow us to engage with people and show them the value of the Games’ legacy in their communities. We want to increase involvement in sport regardless of a person’s current participation level. That means: •

Inspiring those who currently do not take part in sport to get involved or at least to become more physically active.

Enabling those who take part in some physical activity to do more sport (ideally 30 minutes three times a week).

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To develop and increase the amount of sport undertaken by those who are already achieving the 30 minute, three times per week level.

All organisations with a remit in delivering sport have a role in the challenge of creating a genuine sporting legacy. Sport England’s engagement activity to date has confirmed that the opportunities presented by the 2012 Games should be embedded within the mainstream activity of the region’s sporting organisations.

The delivery and implementation of these opportunities will be converted into the detailed plans which will form the next regional plan for sport, 2008-2013. Strategic Links: Alongside ‘Northwest on the Move’ – the current Northwest Plan for Sport and Physical Activity, this legacy objective sits within a number of strategic frameworks including, the ‘Regional Economic Strategy: Action 59’, ‘National Governing Bodies Whole Sport Plans’, ‘The Sport and Active Leisure Skills and Productivity Plan for England’s Northwest’, and ‘Living better, Living longer’ (NHS Northwest).


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Legacy Themes

sport & physical activity

'THE 2012 OLYMPIC GAMES AND PARALYMPIC GAMES REPRESENT A ONCE IN A LIFE TIME OPPORTUNITY FOR THE WHOLE OF THE UK, WHICH WE MUST NOT LET PASS US BY. THE NORTHWEST IS ALREADY WORKING HARD TO CAPITALISE ON ACHIEVING LEGACY BENEFITS AND INSPIRING PEOPLE ACROSS THE REGION TO GET INVOLVED IN THE GAMES EXPERIENCE.' Sebastian Coe Chair of the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG)

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“I BELIEVE PASSIONATELY THAT THE 2012 OLYMPICS IS A HUGE OPPORTUNITY FOR LOCAL SPORTS CLUBS, COACHES AND ATHLETES. WHEN I JOINED A LOCAL CLUB, CREWE AND

NANTWICH, AT THE AGE OF 7 I DIDN'T DREAM THAT I WOULD COMPETE AT THE HIGHEST LEVEL.

MY CLUB COACHES RECOGNISED MY POTENTIAL AND STARTED ME ON TRAINING.

THE OLYMPIC IDEAL IS AN

INSPIRATION FOR EVERYONE IN A SPORTS CLUB. WE NEED TO HARNESS THIS FEELING AND INSPIRE MORE YOUNG PEOPLE IN THE NORTHWEST TO TAKE PART IN SPORT.” Beth Tweddle, World and European Champion Gymnast, Great Britain's most successful gymnast ever.

Delivery No single agency can achieve these goals or secure a sporting legacy on its own. So we are creating an environment which will allow sporting organisations to make the most of the 2012 Games. For this, the lead agency in the region will be Sport England which will be supported by a range of partners including UK Sport, Youth Sport Trust, local authorities and the education sector at primary, secondary, further and higher education levels. NHS Northwest, supported by local Primary Care Trusts will be involved in maximising the health related benefits of participation.

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Delivery is further enhanced with the involvement of the County Sports Partnerships and through Community Sport Networks (CSNs) and Sport and Physical Activity Alliances (SPAAs) which form the delivery system for sport. The 2012 Games provide an unprecedented opportunity to strengthen communities, deliver targets and strengthen links with the CSNs. In order to get more people participating in sport and active recreation, Sport England’s research has confirmed the need for a structured approach to creating legacies for the 2012 Games, aligned to stakeholder objectives:


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sport & physical activity Sport and Physical Activity

Business

Cultural Olympiad

Tourism

Major Events

Regional Objectives

Skills and Volunteering

Thematic links

1. Access – use the 2012 Games as a catalyst to facilitate the achievement of the 1% year on year target to increase participation in community sport by providing access to an appropriate range of activities and facilities across the region. a) Use the catalyst of the Games to ensure most people live within 20 minutes travel time from a range of high quality sports facilities. b) Maximise the benefits of Building Schools for the Future to create quality community sports provision on school sites. c) Youth Community Offer – ensure that attractive and accessible community sporting opportunities are available as part of the aim to offer all children 4 hours of sport a week (the ‘4 hour offer’) d) Utilise research and previous programmes (e.g. Active Places, Active People, Active England and Sports Action Zones) to develop innovative and appropriate activities. e) Attract resources into Community Sport and pursue innovative approaches such as Street Games, the Great Activity Campaign and National Street Sprints. f) Develop a Facilities Improvement Unit to ensure that quality facility provision is in place to capitalise on the interest generated through the 2012 Games. g) A lasting legacy beyond 2012 will be the sustainable excellence of our facility provision, including an enhanced role for the private sector and the development of innovative approaches such as the Community Sport Hub model. 2. Club and Coach Development – use the catalyst of the 2012 Games to improve club development and standards of coaching and ensure that high quality participation opportunities are provided across the region. a) To develop a coherent and joined up framework for Club Development. b) Support and influence continued investment in the Community Club Development Programme. c) Club and Coach fund – strengthen the player pathway through high quality clubs and coaches. d) To deliver 2,012 high quality clubs by the year 2012. 3. Capacity Building – use the catalyst of the 2012 Games to support the ongoing development of the sporting infrastructure in the region to create the environment to support the targeted growth in sport and active recreation. a) Use the focus on the 2012 Games to help strengthen the Delivery System, including capacity building within National Governing Bodies, County Sport Partnerships, and the CSNs. b) Youth Volunteering – use the inspiration of the Games to develop participation of young people in sports volunteering by ensuring quality opportunities are available. c) Adult Volunteering – ensure sports volunteers are trained and deployed in communities pre and post the 2012 Games. d) Whole Sport Plans – support National Governing Bodies to ensure that they contribute towards the achievement of the increase in participation target. e) UK Framework for Coaching – increase the numbers of people receiving coaching and tuition in local communities. f) Workforce Development Plans – ensure the workforce is supported in the build up to the 2012 Games and is trained to work in communities after the Games.

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Sport and Physical Activity

Business

Cultural Olympiad

Tourism

Major Events

Regional Objectives

Thematic links

4. Active and Healthy – working with Public Health partners to use the inspiration of the 2012 Games to change attitudes towards sport and active recreation and create a more active and healthy region. a) Build on the Well at Work initiative to provide work based opportunities for sport and active recreation. b) Develop and roll out Active Design Guidance to ensure inclusive opportunities for all those inspired by the magic of the 2012 Games. c) Build on the Inclusive Fitness Initiative to develop accessible fitness facilities for disabled people. d) Be at the forefront of building on the Healthy Stadia Initiative within the region. 5. Schools, Education and Young People – working with the Youth Sports Trust to inspire a new generation of more active young people in and outside of the school curriculum. a) Develop the ‘4 hour offer’ to ensure opportunities to take part are in place at every level. 6. Sporting Pathways – use the focus of the 2012 Games to build upon the Northwest’s reputation for sporting excellence and ensure that there are opportunities for young people to progress from ‘playground to podium’. a) National Governing Bodies of Sport across all Olympic and non-Olympic sports will work to identify talent pathways and remove the inhibitors which prevent individuals from realising their full potential. b) The hopes and aspirations of our regional competitors both at the 2012 Games and at the significant Major Events held in the Northwest, will serve to inspire our communities to sustain and increase levels of participation in sport and to drive forward standards of performance. 7. Pre-Games Training Camps – with over 100 facilities applying for recognition from LOCOG to be included in the Pre-Games Training Camps Directory, the Northwest’s sporting facilities will be the destination of choice to meet the needs of the very best sports men and women in the world. This legacy will continue on an ongoing basis after the Games. a) To ensure that the wider legacy benefits of hosting Training Camps are maximised, for instance inspiring people to get involved in sport and active recreation.

“SWIMMING HAS GIVEN ME SO MUCH. NOW IN RETIREMENT I WANT TO GIVE SOMETHING BACK. AS A MEMBER OF THE R EGIONAL SPORTS BOARD, I’M LOOKING FORWARD TO USING THE 2012 OLYMPICS TO HELP INSPIRE YOUNG PEOPLE TO GET INVOLVED IN SPORT AND ENJOY SOME OF THE GREAT EXPERIENCES AND MEMORIES I’ VE HAD.” Steve Parry 2004 Olympic Bronze Medallist, 200m Butterfly

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Skills and Volunteering


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sport & physical activity Outcomes The games of the 30th Olympiad will inspire people in the Northwest and change attitudes to sport. "Winning the Olympic Games and Paralympic Games represents the single biggest opportunity in our lifetime to transform sport and participation in sport in the UK forever…We have a unique opportunity that we must not squander to increase participation in sport, at community and grass roots levels as well as elite levels; from the school playground to the winner's podium." Lord Coe, More Than Just Medals 3.5.06 The region will attract an additional quarter of a million new participants in sport and active recreation. The Sport and Physical Activity legacy objectives will form the basis of the next Northwest plan for sport, 2008 - 2013. The Northwest will host a number of Pre-Games Training Camps in the region before the Games, ensuring that the profile of hosting these Camps is maximised to help inspire our next generation of athletes and coaches.

“COMPETING AT THE OLYMPIC AND PARALYMPIC GAMES IS THE HIGHEST HONOUR IN SPORT AND A MIND BLOWING EXPERIENCE FOR ANY ATHLETE. HERE IN THE

NORTHWEST WE HAVE STATE OF THE ART VENUES LIKE THE VELODROME WHICH PROVIDE AN OPPORTUNITY THAT IS SECOND TO NONE FOR YOUNG PARTICIPANTS, AS THEY ARE ALSO OPEN TO CLUBS AND THE PUBLIC. SO IF YOU ARE INSPIRED TO TRY CYCLING YOU CAN. THE BUILD UP TO THE 2012

GAMES WILL PROVIDE AN EVEN BIGGER FOCUS FOR NORTHWEST SPORTS CLUBS, AND A UNIQUE INSPIRATION FOR THE NEXT GENERATION OF YOUNG ATHLETES.”

Sarah Bailey MBE MSc Former Paralympic swimmer with 27 gold medals at international level. Sarah is now a member of the Great British Cycling team and won 5 gold medals on her international debut.

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WE WANT TO BE ABLE TO MAXIMISE OPPORTUNITIES TO WIN NEW BUSINESS LEADING UP TO, DURING AND AFTER THE 2012 GAMES TO COMPLEMENT THE LONG TERM GROWTH AND PRODUCTIVITY OF THE REGION’S ECONOMY. The 2012 Games offers UK companies an unprecedented global business opportunity. Delivering the Games will be a major undertaking for the country, requiring goods and services to be provided from almost every business sector. Construction, professional services, tourism, hospitality, sport, transport, retail, food and the creative sectors will all benefit. The Games will provide a boost to businesses by presenting them with opportunities to showcase their products and services, find new trading partners, enter new markets and compete for contracts to deliver the Games. Many other business opportunities will be created through the range of activities and programmes being delivered alongside the event (i.e. tourism, Cultural Olympiad and pre-Games Training Camps). It’s not just the

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Games themselves which will drive growth but also the ambition to achieve a step change in participation in sport and healthy lifestyles. This will create an increase in demand for goods and services that relate to the many businesses operating in the sport industry. The strength of the sport industry in the Northwest is already recognised, given the high number of leading sporting brands based in the region. The Games will present an opportunity to strengthen their contribution to the economic prosperity of the region. The region will build on its experience of delivering the 2002 Commonwealth Games in Manchester, which saw 250 companies in the region obtain contracts worth a total of £22 million. A legacy of the 2002 Games is a wealth of event planning and operations expertise in the region.

The Northwest Steering Group wants to ensure that Northwest businesses are fully equipped to maximise these opportunities that will support the future success of their business. We will encourage the Games to be used as a catalyst for encouraging businesses to review their strengths and capabilities and compete, not just for 2012 Games contracts, but also in supplying other major events and public sector projects. A key priority for the region will be to understand these strengths and capabilities and assess how these align to London 2012’s supply chain requirements. The Northwest has some strong performing business sectors, with many aligning to the requirements of the London 2012 supply chain. Many of these businesses already have a strong track record of supplying


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Legacy Themes

business

“THE 2012 OLYMPICS major sport events such as the 2002 Commonwealth Games, Athens Olympic Games of 2004, the Cricket World Cup 2007 and the 2008 World Swimming Championships. The region has leading firms in the following areas: •

Environmental technologies including world-class technologies in LED lighting, waste technologies and waste water treatment.

Food manufacturing through the supply chain from supplying main contractors.

Creative and digital industries especially in advertising, marketing, graphic design and packaging.

Business and Professional Services – especially in the following specialist areas; AIM listings, Venture Capital transactions, Private Finance Initiatives (PFI) and advisory services (with specialisms in sport, environmental issues, maritime practises, Intellectual Property (IP) and the media). Sport especially in event planning and operation, security, ticketing, sports retail and sport science.

WILL CREATE A LEGACY OF BENEFITS. TO WIN THOSE BENEFITS, IT 'S ESSENTIAL WE ARE READY TO STEP FORWARD AND PLAY OUR PART. NO ONE WILL REAP ANY REWARD BY WAITING FOR THE

GOLD TO BE BESTOWED UPON THEM.” Sir Howard Bernstein Chief Executive of Manchester City Council

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Strategic links

Delivery

The Regional Economic Strategy 2006 provides the strategic context. The region has an output gap of £13 billion, with 18% fewer businesses and £10 billion of the GVA gap caused by lower productivity compared to the England average. Business activities undertaken will therefore focus on supporting regional priorities to:

The Northwest Regional Development Agency (NWDA) will provide strategic leadership for this area of work. Many other organisations will support the delivery of this theme. To ensure coordination, a Northwest Business Forum has already been established to ensure a coordinated approach to future delivery. This partnership is made up of representatives from the key regional businesses.

To increase productivity levels of new and existing firms

To create new firms

To create new jobs

Overall, we aim to inspire companies to ‘raise their game’, to compete successfully in showcasing their talents, innovations and products to a national and international audience.

The NWDA will also work closely with Business Link Northwest to provide a simplified route for Northwest businesses to access business support to develop their ‘fit for supply’ capabilities. Business Link Northwest will provide support through their Information, Diagnostic and Brokerage (IDB) service and the services of specialist business advisors and Regional Cluster Organisations for companies aligned to London 2012 supply chain requirements. The Northwest will continue to work with national partners including LOCOG, ODA and DTI to support the development of a national Business Network, which it is hoped will be launched later this year.

Sport and Physical Activity

Business

Cultural Olympiad

Tourism

Regional Objectives

8. In conjunction with the national Business Opportunities Network (BON) and Northwest Business Link, to provide information and signposting opportunities to optimise the local procurement and supply chain opportunities being created from the 2012 Games. 9. To coordinate a regional programme of business support to help companies to become more competitive when pursuing contracts generated from the 2012 Games and other major events. 10. To exploit specific business opportunities associated with key regional sectors and showcase the region’s innovative capacity and new technologies to national and international audiences. 11. To exploit business opportunities for Northwest companies to establish links, including international, through promotional activities aligned to 2012 Games, in particular as related to the Olympic football tournament pre-Games Training Camps being held in the region. 12. To maximise the business opportunities for Northwest companies being created from Games related activities such as the Cultural Olympiad, Pre-Games training camps, and other major events. 13. To increase adoption of environmentally sustainable practices and promote innovation in ‘green’ industries and associated new technologies.

Outcomes The Northwest will use the catalyst of the 2012 Games and the business opportunities generated to help achieve the following key outcomes: •

Improved productivity of Northwest businesses

Improved resource efficiency and adoption of environmental practices

Increased development of R&D and new technologies.

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Major Events

Skills and Volunteering

Thematic links


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business

"FOR ADIDAS THE OLYMPICS REPRESENTS THE VIABILITY OF THE FUTURE SPORTS MARKET. WE WANT TO INVEST NOT ONLY IN DEVELOPING ELITE SPORT BUT ALSO SPORT IN THE COMMUNITY. LONDON 2012 IS PROVIDING A ONCE IN A LIFETIME OPPORTUNITY TO BOOST THESE EFFORTS AND MAKE SPORT CENTRAL TO THE LIFE OF MANY YOUNGSTERS." Gil Steyaert Managing Director adidas Area North

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THE CULTURAL OLYMPIAD PRESENTS AN OPPORTUNITY TO LAY THE FOUNDATIONS OF A LASTING LEGACY FOR THE NORTHWEST WHICH WILL ENSURE THAT THE IMPACT OF OUR WORK RESONATES THROUGH TO 2020, 12 YEARS ON FROM THE START OF THE OLYMPIAD. Context – what is the ‘Cultural Olympiad’? The Olympics Games and Paralympic Games are not just about sport. The Cultural Olympiad is a four year cultural and educational programme, beginning from the end of the 2008 Games in Beijing, which will bring the Olympic and Paralympic ideals to life and build community involvement and support for the Games right across the UK. Plans for the Cultural Olympiad are still under development, but a number of core values have been identified: •

To celebrate London and the whole of the UK welcoming the world.

To inspire and involve young people.

To generate a positive legacy (e.g. cultural and sports participation, audience development, cultural skills, capacity building, urban regeneration, tourism and social cohesion, international linkages).

Within the London 2012 bid the programme of the Cultural Olympiad contained 3 elements: 1. Ceremonies – such as the Opening and Closing Ceremonies and the Torch Relay. 2. Signature Events – including the One Planet Education Programme, Film and Video Nation, and Live Sites. 3. UK Cultural Festival - a myriad of events taking place over the four-year period between the 2008 and 2012 Games.

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The Cultural Olympiad is intended to encapsulate the widest possible range of culture, from the arts, museums and galleries, to the historic and built environment, to libraries and archives, to the moving and digital image and from the largest institutions to the smallest community groups. Major public areas across the UK will be the settings for a whole host of live events including music, dance and comedy, all in addition to the sporting events themselves. The festival will culminate in the high-profile opening and closing events which will provide a platform to celebrate the excellence, energy and diversity of the UK’s cultural sector.


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Legacy Themes

cultural olympiad

Learning will play a significant part in the plans for the 2012 Olympiad with a comprehensive educational programme involving not just children in schools but also students in further and higher education. Wider communities and the team of volunteers for the Games will also be involved. The Olympiad will inspire imaginative teaching and learning across all disciplines.

Work will be informed by the Creative Programmer and the development of clearer priorities around the national Cultural Olympiad Programme. Legacy Trust UK provides new money to invest in such programmes but we recognise the need to explore further funding possibilities in order to capitalise on the opportunities before us.

The Northwest is a region which has the opportunity and experience to play a major part in the Cultural Olympiad. Our experience of staging the Commonwealth Games and preparations for hosting Liverpool 08 mean that cultural partners, such as local authorities and businesses, know how to engage young people, volunteers, diverse communities and many other relevant partners.

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Strategic Links

Delivery

At a national level the parameters for the Cultural Olympiad will be laid out by LOCOG, working with agencies from cultural and educational sectors.

Culture Northwest will take the strategic lead for the coordination of the Cultural Olympiad in the region, working in conjuntion with partners delivering specific projects. This will be primarily driven by a Creative Programmer who will work with a host of agencies within the cultural and educational sectors in order to develop the detail of what the Cultural Olympiad will mean in the region. Inherent within this is the acknowledgement of the role that local authorities will play, both in terms of delivery but also with regard to local leadership and working with local community organisations.

In the Northwest the key strategic framework for culture and the Cultural Olympiad is the Regional Cultural Strategy.

Sport and Physical Activity

Business

Cultural Olympiad

Tourism

Major Events

Regional Objectives

14. Maximise the cultural impact and legacy of Liverpool 08, as a forerunner to the Cultural Olympiad for the nation. 15. Develop, embed and learn from Manchester International Festival in 2009, 2011, 2013 and beyond, as well as Liverpool Biennial in 2010, 2012, 2014 and beyond. 16. Develop regional pilot initiatives so that they impact nationally and internationally. 17. Work with LOCOG on the Film & Video Nation work as part of the BBC relocation to the region. 18. Establish a vibrant network of street animation, built on Street Games and experience in Manchester, Liverpool, Preston, Ulverston, Pennine Lancashire and other centres. 19. Develop a nationally leading programme of sport/art and culture engagements – building on pilot work in Cumbria and Manchester and other centres. 20. Together with our Local Authority and Government Office partners, roll out and embed successful examples of community cohesion and volunteer activity. 21. Lead nationally on longitudinal research, using the Impact 08 model currently underway in Liverpool.

"KICKING OFF IN LIVERPOOL IN 2008, THE FOUR YEAR CULTURAL OLYMPIAD WILL ENCAPSULATE THE IDEALS OF THE 2012 GAMES. IT HAS REAL POTENTIAL TO ENGAGE NEW AUDIENCES, BUILD COMMUNITY INVOLVEMENT, BROKER NEW PARTNERSHIPS, DELIVER STRONGER PROGRAMMES AND ATTRACT VISITORS ACROSS THE REGION. OUR VISION IS THAT, BY 2018, THE LEGACY FROM THIS INVESTMENT WILL BE A MORE VIBRANT AND ENGAGING CULTURAL LIFE ACROSS THE NORTHWEST.” Loyd Grossman Chair of Culture Northwest

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Skills and Volunteering

Thematic links


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cultural olympiad Outcomes As a result of the Cultural Olympiad the Northwest wishes to see the following outcomes: •

The Games will provide specific opportunities to transfer exemplars across the breadth of the region’s cultural organisations, establishing a significantly stronger model of operation.

Cross-sector development will be driven by the focus on the sport and art priorities in the region.

The Northwest will be a recognised leader in evaluating the impact of legacy initiatives from Major Events, building on the Impact 08 model. We will use this learning to continually maximise the impact of our activities.

Cultureshock Festival Street Theatre in Manchester

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THE 2012 GAMES GIVES US AN OPPORTUNITY TO SHOWCASE THE REGION TO THE WORLD, TO WIN NEW MAJOR EVENTS AND TO ENSURE THAT THE NORTHWEST CREATES THE MOST SUCCESSFUL REGIONAL LEGACY IN THE COUNTRY. Context Tourism in the region currently contributes an estimated £10.9 billion to the local economy, of which 59% is attributable to the activity of day visitors, 8% to that of people staying overnight with friends and relatives and 32% to that of people staying overnight in serviced and non-serviced accommodation. Expenditure in the sector supports the employment of an estimated 191,000 people; the sector is recognised in the Regional Economic Strategy as a growing part of the economy with ‘high and widespread’ employment. Crucially, many of the jobs generated are new ones, and ones that are open to young people, providing a stepping stone into work. At a local level,

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tourism expenditure supports facilities, businesses and services that are of value to local communities, particularly in rural areas. Tourism and the wider concept of the visitor economy is regarded as being of significant importance to the region by the Northwest Regional Development Agency (NWDA) which has the responsibility for the strategic leadership of the sector. The 2012 Games offer an ideal opportunity to capitalise on the region’s undoubted tourism strengths and present the Northwest, and its assets, to an international audience. However, we should not be complacent. If the area is to benefit from the Games and its legacy, the quality of its offer has to be further enhanced.

Since the publication of the region’s first ever Tourism Strategy there has been a number of improvements: substantial investment in tourism, the establishment of robust and effective support structures and, crucially, recognition of the contribution that tourism and the visitor economy make to the economic prosperity of the Northwest. It is the continuation of this strategy that will ensure the region’s tourism product is ‘fit for purpose’ and rises to the challenge of the 2012 Games.


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Legacy Themes

tourism & the visitor economy Strategic links The priorities for the sector are set out in the Regional Tourism Strategy and they provide the ideal route map for the industry into 2012 and beyond. It defines eight strategic objectives, which are the priorities for action:

Productivity, Performance & Quality

Help businesses improve their performance and the quality of their products and services; Stimulate competition, and; Overcome barriers to higher productivity, performance and quality.

Superior Skills

Improve the skills of our workforce and the attractiveness of our sector as an employer.

Sense of Place

Improve our public realm, and the built and natural environment.

“THE EXCITEMENT SURROUNDING THE OLYMPIC

GAMES WILL PRESENT AN IDEAL OPPORTUNITY TO SHOWCASE THE

Signature Projects

Support and encourage projects that will transform the region’s appeal to visitors.

NORTHWEST’S FAVOURITE SPORTS ATTRACTIONS, HELPING TO

Signature Events

Support and encourage a programme of sustainable events of national and international significance.

MAXIMISE THE TOURISM BENEFITS

Easy Access

Make it easer for visitors to get to, and travel around, the region.

THIS EVENT BRINGS TO THE

The Attack Brand Approach

Use a market led approach to the promotion of the region and its destinations by focusing on attack brands and winning themes.

The Power of Information Make it easier for visitors to plan and book their trip, and to find the information they need to make the most of their stay.

REGION.” Kevin Moore Director of the National Football Museum

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The Regional Economic Strategy explicitly recognises the importance of tourism and the visitor economy. The sector is listed as one of the region’s assets, with particular reference to our cities, the beautiful natural environment, the world famous golf, football and cultural offering, the country’s top seaside resort: Blackpool, and our impressive Roman and industrial heritage. Manchester and Liverpool in particular are key business tourism destinations. Developing the quality of the visitor experience is identified as an objective that supports the creation of the conditions for sustainable growth. Liverpool 08 gives the region a powerful and valuable advantage in terms of raising the profile of the region, and of connecting the region to the Cultural Olympiad. It also builds on our strengths as a region in involving volunteers and provides a foundation for their involvement in the Games. Nationally, the area has contributed to the debate initiated by Department of Culture, Media and Sport through the consultation document on the Welcome Legacy Tourism Strategy for the Games. Work on the national strategy continues under the leadership of the Partners for England group and in other forums, with the active support of both the NWDA and its tourist board partners.

A quality visitor experience Canoeing in Cumbria

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Delivery The NWDA works with five tourist boards in particular, with a core group of key regional and sub-regional stakeholders, and with local authorities to deliver the regional tourism strategy. It is supported in this by a Regional Visitor Economy Forum and by a Regional Tourism Management Group. Given its strategic responsibilities for tourism, it is proposed that the NWDA acts as the lead agency with respect to the region’s tourism and visitor economy response to the 2012 Games.

“FROM OPEN GOLF CHAMPIONSHIPS TO THE WORLD’S MOST FAMOUS HORSE RACE AND FOOTBALL CLUBS, THE NORTHWEST IS WELL PLACED TO TAKE FULL ADVANTAGE OF THE 2012 LEGACY.” Felicity Goodey Chair of the Tourism Forum for England’s Northwest


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tourism & the visitor economy

Sport and Physical Activity

Business

Cultural Olympiad

Tourism

Major Events

Regional Objectives

Skills and Volunteering

Thematic links

22. Take a proactive approach to events in the period leading up to and beyond 2012 so that we bid for and win new, major, high-profile events, that will impact positively on the regions visitor economy. 23. Highlight Liverpool 08 as a forerunner to the Cultural Olympiad for the nation, and to springboard objective 22. 24. Adopt a strategic approach to creating bespoke travel packages for Games related tourists, based on: a) the staging of Olympic football group Games at Old Trafford b) the ease of international entry to and from the UK from Manchester rather than a London airport system under considerable pressure during the Games c) the region’s assets, which include the Lake District - one of the strongest global tourism brands in the country d) the strong business tourism offer of the region, and of Manchester in particular e) existing or prospective international students, their family and friends 25. Focus on increasing overseas visitor numbers to the region. 26. Increase the number of tourism businesses providing world-class standards of service. 27. Maximise the impact on visitor economy from activities taking place in the region for the Cultural Olympiad. 28. Optimise the local supply chain opportunities, both directly through operators of visitor attractions, accommodation and other similar businesses, and indirectly through businesses supplying quality regional food products or manufacturing high quality crafts and merchandise. 29. Increase the number of tourism businesses trading online via england.net. 30. Maximise the touism benefits from attracting pre-Games Training Camps to the region. 31. Use the Games related business base to build the skills of people working in the tourism sector in the Northwest. 32. Establish the Northwest as the premier ‘legacy region’.

Outcomes The result of the region achieving the objectives identified above will be that: •

The Northwest will have raised the standard of customer service provided to its visitors.

The region will have increased its international profile as a place that can host major events, and will have won significant new events.

New market opportunities will have led to more international visitors being aware of, and planning to visit, the region.

The range and quality of the region's cultural visitor offer will have increased, generating more visits from both domestic and overseas tourists.

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THE 2012 GAMES WILL PRESENT A HOST OF OPPORTUNITIES TO STAGE FURTHER MAJOR EVENTS IN THE REGION, ENHANCING THE NORTHWEST’S REPUTATION AS A VIBRANT AND ACTIVE PLACE TO BE. Context The importance of major events is well recognised in the region. As well as regular and frequent large scale sporting events such as the Grand National and Premier League football, the 2002 Commonwealth Games in Manchester and Liverpool’s successful bid to become the European Capital of Culture in 2008 have clearly demonstrated the power of large scale events to be a positive catalyst for regeneration, a significant contributor to the local and regional economy and a vehicle for improving the image of the host city and of the wider region. The Regional Economic Strategy and the Regional Tourism Strategy of 2003 highlighted the important role that major events have to play in the development of tourism, regional image, the regional economy and wider regeneration.

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As a consequence of the focus on major events in these strategies, the Northwest Regional Development Agency (NWDA) working with key regional partners developed a Major Events Strategy for England’s Northwest in March 2004. England’s Northwest was the first English region to develop such a strategy. This work has resulted in greater clarity about the impact of major events, a greater sharing of major event intelligence and successful partnership working between key local, regional, national and international agencies to secure and develop a whole range of different events in England’s Northwest. During this period the region has secured and/or developed a number of major events such as the Open Golf, Liverpool Biennial, Manchester International Festival, the Turner

Prize, Visa Paralympic World Cup, Tour of Britain Cycle Race, UEFA Women’s Football Championships, World Swimming Championships and the Society of American Travel Writers Conference. Events that the NWDA has been associated with generated over £40 million to the regional economy during the first two years since the Major Events Strategy was published - this is in addition to the economic impact from many other events within the region. The success of the Major Events Strategy has been endorsed by the fact that major event development is again identified as a key action in the new versions of the Regional Economic Strategy and Regional Tourism Strategy which were reviewed in 2006.


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Legacy Themes

major events

The priorities for the regional Major Events Strategy are to ensure that England’s Northwest continues to develop and host major national and international events recognising that there is increased national and international competition to stage major events.

“BY 2012, THE ARENA AND CONVENTION CENTRE LIVERPOOL WILL BE WELL ESTABLISHED AND

Major Events can also be a catalyst for cultural and sporting participation, the region has developed modes where event business plans support the delivery of a development programme in a given sport, ensuring that the full range of benefits associated with hosting events are maximised.

ONLY BE BOOSTED FURTHER AS THE SPOTLIGHT IS

MAKING A SIGNIFICANT ECONOMIC CONTRIBUTION TO THE REGION. THIS SHOULD TURNED ON THE UK FOR THE OLYMPICS.” Bob Prattey Chief Executive of the Arena and Convention Centre Liverpool

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Strategic links In addition to the links with the Northwest strategies mentioned above, a key link is with the work being carried out by UK Sport and the National Governing Bodies of Sport. These bodies are reviewing their aspirations to host national and international events in the UK in the lead up to the 2012 Games and this will be a key factor in identifying major sport event opportunities for the Northwest.

Delivery Work on Major Events is carried out by a range of regional organisations including local authorities, tourist boards and event promoters. However, in terms of developing regional strategy and co-ordination, the NWDA has taken the lead. Consequently, it is proposed that the NWDA, in conjunction with regional partners, fulfils this role in relation to the Northwest’s approach to the 2012 Games.

Monkey: Journey to the West Part of Manchester International Festival

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major events Sport and Physical Activity

Business

Cultural Olympiad

Tourism

Major Events

Regional Objectives

Skills and Volunteering

Thematic links

33. To review opportunities identified by UK Sport and National Governing Bodies to stage major sporting events in England’s Northwest. 34. Develop relationships with individual international governing bodies staging events in the region and support them in the growth and developement of that sport. 35. Explore opportunities to capitalise on staging of Olympic football tournament at Old Trafford. 36. To review the future of the Visa Paralympic World Cup in the context of the 2012 Paralympic Games. 37. To exploit opportunities to link the Preston Guild celebrations to the 2012 Games. 38. To investigate opportunities for the Northwest region to develop a regional programme of cultural events linked to the Cultural Olympiad, alongside contributing to major events and ceremonies organised by LOCOG. 39. To develop a stronger Northwest supply chain for major events and to work with major event organisers to ensure that Northwest companies are made aware of procurement opportunities. 40. To develop sporting and cultural participation opportunities linked to inspirational major events to ensure that the full range of benefits associated with hosting major events are maximised. 41. To further develop the volunteering infrastructure in England’s Northwest to support major events and volunteering activity more generally. 42. Promote new standards of sustainable event management to national and international audiences. 43. To consider how existing major events being held in the region can contribute to other regional Games related objectives e.g. business, volunteering and tourism.

Outcomes •

By 2012, the region will have staged a significant number of World, European and Olympic Qualifier events related to Olympic and Paralympic sports.

From 2008 - 2012 there will be a range of major events in the region which will augment the Cultural Olympiad, including links to Liverpool 08 through to Preston Guild celebrations in 2012.

The region will look to develop football related activities in the build up to, and during, the Olympic football tournament matches being staged at Old Trafford.

Major events linked to 2012 will make a positive contribution to the economy of the region.

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THE GAMES WILL PROVIDE A CATALYST FOR GETTING PEOPLE INTO LEARNING, EDUCATION, VOCATIONAL TRAINING AND EMPLOYMENT IN THEIR COMMUNITY OR WORKPLACE.

Context

Skills Skills and training development is a critical success factor for ensuring the successful staging, showcasing and legacy of the 2012 Games. Indications are that there is a requirement for a ‘Games workforce’ of around 100,000 skilled people. In addition, there will be a need for paid staff and volunteers from every region to maximise the skills legacy being anticipated – for example, new coaches and jobs in the sport industry to cater for increased interest and demand; skills requirements to deliver a quality tourism product in the region; and skills needed in event management and event delivery.

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There is a need to improve the productivity of the region, building on particular assets and opportunities to increase GVA per person employed (which relates to £10 billion of the GVA gap in the region). The region also needs to grow the size and capability of the workforce, getting more people into work and to encourage all forms of economic activity in deprived areas, (£3 billion of the region’s GVA gap is due to fewer people working). This means ensuring that people from these communities have the skills required to work and are linked into job opportunities. Skills development will be required in the Northwest to support individuals, businesses and communities so that they can benefit both directly from the Games and its legacy.

The Games offers a unique catalyst for encouraging more people to take up learning opportunities or gain employment and in this way, they can help contribute towards a number of regional skills and employment objectives identified in the Regional Economic Strategy, and prioritised by the Regional Skills Partnership (RSP) through the Regional Statement of Skills Priorities.


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Legacy Themes

skills & volunteering

Volunteering The emerging thinking in relation to London 2012’s Volunteering Strategy highlights the following broad principles and values of volunteering, which the Northwest embraces through this Framework: •

Equality and diversity – taking positive action to ensure volunteers are representative of the diverse Northwest population.

Partnership – to avoid duplication, add value and maximise impact.

Valuing Volunteers – ensuring that volunteer roles are meaningful and that they are given first class training, support, recognition and appreciation.

Legacy – using the Games volunteering programme to inspire a new generation of volunteers and strengthening the volunteering infrastructure.

Volunteering can be used to help address the specific issues of improving health, promoting education, developing skills for work and employment, and increasing community engagement by removing barriers faced by the socially excluded. It is envisaged that the 2012 Games will create a legacy of volunteering as part of everyday life, increasing community involvement and active citizenship.

includes five sub-regional VDA groups and one regional VDA network, Volunteering Northwest. The volunteering infrastructure is similarly strong within the cultural sector, as evidenced by the volunteering programmes established for the Liverpool 08 celebrations, alongside the vast array of smaller, local events across the region. The 2012 Games provide an opportunity to build on the capacity, expertise and knowledge in the sector and develop knowledge transfer from arts, museums, heritage and local community networks.

The Northwest has a strong volunteer infrastructure, including 33 quality accredited Volunteer Development Agencies (VDAs) working at a local level. This also

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Volunteers at the 2002 Commonwealth Games in Manchester

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skills & volunteering

Volunteering is already considered an extremely important access route into employment in the creative industries. The region has distinct structures and experiences that both demonstrate the strengths of the region and provides a strong platform to build on through 2012 Games related volunteering opportunities: •

The Pre Volunteer Programme for the Manchester Commonwealth Games, 2002 targeted individuals from disadvantaged communities across the Northwest to ensure that they could access volunteering opportunities at the Games and also to aid them in obtaining employment or in accessing further education/training. A flexible programme of support was developed to meet the needs of those who might be put off by a formal training course but which was accredited and guaranteed participants an interview for a volunteer placement. In total, 2,134 individuals achieved the qualification, of which 694 had a role at the Commonwealth Games. Those who were not directly involved in the event achieved a range of outcomes including accessing volunteering opportunities and employment. The legacy from the Commonwealth Games has continued through Manchester Event Volunteers which continues to provide qualified volunteers for a range of events staged in the city.

Sports Volunteering North West (SVNW) is unique model which has been set up as an independent regional body, and developed to represent volunteers and the voluntary sector in sport and physical activity in the Northwest. It has a role to support the expansion of grass roots sport, thus helping to contribute to targeted increases in sport and active recreation.

In relation to the 2012 Games, volunteering opportunities will be structured around three interrelated strands – Pre-Games Initiatives, taking place in the years leading up to the Games; the Games Time Programme, which involves the recruitment, deployment and management of approximately 70,000 volunteers for the Games themselves; and Legacy benefits generated through involvement in volunteering programmes. In this third area the 2012 Games provide an opportunity for our region to develop a robust volunteering infrastructure for the long term to support community activities and major events alike.

“I AM PROUD TO BE A VOLUNTEER FOR CAPITAL OF CULTURE BECAUSE I FEEL I AM GIVING SOMETHING BACK TO THE LOCAL COMMUNITY.

THE EVENTS I HAVE ATTENDED SO FAR HAVE BEEN VARIED AND INTERESTING LIKE THE OPEN GOLF AT HOYLAKE WHICH WAS REALLY ENJOYABLE.” Martin Murphy Liverpool ‘08 Volunteer

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Strategic links

Delivery

Owing to their cross-cutting nature, strategic links for skills and volunteering embrace and contribute to many national and regional plans, many of which are already noted throughout this Framework. The Northwest Statement of Skills Priorities provides a focus and is supported by Sector Skills and Productivity Alliances Action Plans. In relation to volunteering, Government Office for the North West, in line with national Government priorities, promotes volunteering work, active communities and citizenship, which are key legacy principles within this Framework. In terms of sports volunteering, the SVNW strategy ‘Reaching Higher and Wider’ provides a specific focus.

The Regional Skills Partnership will provide strategic leadership for the skills legacy area of work often working through partners and the Sector Skills and Productivity Alliances to ensure that strategic objectives are delivered.

Ultimately, this legacy theme delivers against the key regional strategies for sport, business, culture, tourism, and major events.

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Sports Volunteering North West provides strategic leadership for the volunteering legacy area of work, who via their representation on the England Volunteering Development Council will ensure a holistic, cross-sectoral approach to volunteer legacy activities in the region. When appropriate, individuals from each of these groups will collaborate to address agreed skills and volunteering cross-cutting activities or opportunities.


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skills & volunteering Sport and Physical Activity

Business

Cultural Olympiad

Tourism

Major Events

Regional Objectives

Skills and Volunteering

Thematic links

44. To ensure that the region can provide a highly skilled and employable workforce to help meet the demands associated with the 2012 Games. 45. To maximise the outcomes from skills investment in key sectors of industry that are most likely to derive benefits from the 2012 Games. 46. To use the 2012 Games as a catalyst for inspiring more young people and adults to acquire skills and knowledge that will improve their work prospects, particularly those who are at a disadvantage or who have low skills or no qualifications. 47. To ensure the region’s contribution to London 2012’s Volunteering Strategy is maximised. 48. To ensure that the Northwest region’s volunteering infrastructure is strengthened. 49. To maximise the use of volunteering as a ‘pathway into opportunity’ including employment or education. 50. To ensure that all possible linkages for skills and volunteering are identified by the other five legacy themes, for example: a) Implementation of the Sport and Active Leisure (Regional) Sector Skills Agreement and the 5 new County Sports Partnership Workforce Development Plans (2007-2012) b) Investment in skills, knowledge and training to further help realise the ambitions of the region’s major events strategy and ensure that legacies from previous major events (2002 Commonwealth Games) are maximised c) Opportunities to further develop the skills of the cultural workforce by learning from the skills and volunteering approaches delivered in relation to Liverpool 08 d) Opportunities to further develop the skills of the visitor economy workforce especially in relation to improving the quality and consistency of customer service in the region. e) Agreed skills support activities to complement the supply chain interventions identified by the Northwest Business Forum.

Outcomes •

The Northwest will use the catalyst of the 2012 Games to help deliver on key skills targets within the region.

There will be an increased uptake of learning opportunities in the region, particularly in relation to those sectors most relevant to the 2012 Games and its legacy in the region.

We will use the catalyst of the 2012 Games to build capacity and strengthen the region’s volunteering infrastructure, with increased and improved pathways into volunteering and onto employment and further education.

Northwest volunteers will be well represented through the official volunteering programme of the 2012 Games.

Lasting legacy Investing in skills, knowledge and training

38


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what now? This document outlines how we hope to

organisations for each legacy theme will

legacy will be the mark of its success. We

create a lasting and meaningful legacy for

drive the process forward under the

need the support and commitment of

the people of the Northwest, using the

guidance of the Northwest Steering Group,

partners at a regional, sub-regional and

2012 Olympic and Paralympic Games as

which will have an important role to play in

local level and we hope that this

our inspiration.

terms of lobbying and advocacy.

publication will encourage our partners to

However it can only outline the beginning

These goals cannot be achieved alone.

of an evolving process. Action plans

Just as the Games belong to the people,

detailing specific activities and milestones

so too does the Games’ legacy, and the

will be published and the lead

people’s involvement in shaping that

consider the many options for how to get

Rik Waddon Cycling New Paralympic world record at British national track championships and New British record for 200m at the British National Disability Track Championships

involved.

Michael Grundy & Scott Gregory Wrestling

John Willis Épée Fencing

Michael Grundy - British Champion 2006 66 Kilos Scott Gregory - 2nd in English Senior Championship 2006 55Kilos

Winner of the World Cup event at Hedenheimer Pokal, Germany 2007 and the first British fencer to win a World Cup event since 1981


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While it may seem a long way off, many

The 2012 Games have the power to touch

The message is clear: if the 2012 Games

aspects of the 2012 Games have already

virtually every person in the region. We

are to enable us to create a lasting legacy

begun. Contracts are being tendered whilst

hope that local authorities, schools,

for the region, we must start planning now.

the Cultural Olympiad begins after the

colleges, universities, business and many

Don’t wait: be inspired, get involved and

Beijing Games. Creating this future begins

other local community organisations will

get started.

now, and only forward planning will ensure

want to get on board and take a leading

that the people of the Northwest derive the

role in responding to the opportunities that

legacy they deserve.

lie ahead. In doing so, the legacy of the 2012 Games will truly be the people’s

This publication sets out our strategic

legacy.

framework but, more importantly, it challenges individuals and organisations to ‘Be Inspired’ and engage with the magic of the 2012 Games. Before us lie opportunities, not guarantees, but there is no doubt that the region is in a prime position to capitalise on them.

Ademola Orogemi Wheelchair Basketball

Jenny Meadows 800m

Natalie Jones Swimming

European Squad Bronze medal 2005, VISA Paralympic World Cup 2005 Team GB Gold medal and VISA Paralympic World Cup 2005 Team GB Bronze medal

4x400m relay Commonwealth Games Silver medalist in 2002, 800m National Indoor Champion on 3 occassions, the 3rd British woman in history to break 2 mins 800m indoors -2007 and British record holder 600m indoors - 2007

The youngest British competitor at the Sydney 2000 Paralympics & Gold in the 200m individual medley at the inaugural VISA Paralympic World Cup in 2005, in a world record time of 3 minutes 17.39 seconds


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Thank you to: The Athletes featured in this brochure for their time: Ric Waddon, Michael Grundy, Scott Gregory, John Willis, Ademola Orogemi, Jenny Meadows and Natalie Jones.

The Children and staff at Beaver Road Primary School, Didsbury: Harry Woodfield Natasha Gada, Florence Wilkins, Taiwo Downer-Rose, Kehinde Downer-Rose, Joe Blood Billy Kershaw, Jaimie Helsby, Headmaster David How and Deputy Head Barbara Horner

City of Manchester Stadium and Green Bank Sports Academy in Liverpool for location photography and their help and assistance.

Nic Gaunt and Becky Gaunt for the main photography of children and athletes throughout this document.

Other photography supplied by Cumbria Tourism, Manchester International Festival, Matt Squire, Adidas, Sarah Bailey and Beth Tweddle.

Concept and Design by the Northwest Regional Development Agency Marketing Department.

For further information about the 2012 Games and the Northwest’s response please see:

The official site of the London 2012 Olympic Games and Paralympic Games (including information on Northwest activity) www.london2012.com

International Olympic Committee

www.olympic.org

International Paralympic Committee

www.paralympic.org

British Olympic Association

www.olympics.org.uk

British Paralympic Association

www.paralympics.org.uk

Department of Culture, Media & Sport

www.culture.gov.uk

Olympic Delivery Authority

www.london2012.com/en/ourvision/ODA

UK Sport

www.uksport.gov.uk

Northwest Regional Development Agency

www.nwda.co.uk

Sport England North West

www.sportengland.org/northwest

Culture Northwest

www.culturenorthwest.co.uk

Government Office for the North West

www.gos.gov.uk/gonw


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This document can be made available in large print, braille, Bengali, Chinese, Gujarati, Somali, Urdu and Hindi. Please contact the Marketing Department on 01925 400 100.


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NWDA H2-34

Profile for Steve Kerner

2012 Be Inspired  

Northwest Legacy Framework for the 2012 Games issue 1

2012 Be Inspired  

Northwest Legacy Framework for the 2012 Games issue 1

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