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The GLA, LDA and Visit London commissioned KPMG to write a major events strategy for London which was completed in 2006. The aim was to ensure that London’s status as a centre and destination for world-class events was capitalised upon post our Olympic bid win.
The strategy set out the Mission and Vision for London, namely “To create economic benefit to London by developing and delivering a coordinated major events programme” and “To be the world’s leading major events destination. A destination that creates, develops and attracts ‘world class’ major events for the benefit of London’s residents, businesses and visitors”.
The recommendation of the report was the creation of a major events function (“Events for London”) that sat across Visit London, the LDA and the GLA working to research and bid for events, grow existing events and develop new indigenous events. The work of the function is guided by a Steering Group with representation from the Mayor’s Office, Transport for London and LOCOG as well as Visit London’s Chief Executive and Head of International at the LDA.
The remit of the newly created “Events for London” function is as follows:
- provide a one-stop-shop’ central point of coordination and leadership to secure and deliver major events in London;
- Own and manage the major events programme;
- Market London as a destination for major events;
- Be a key channel for major events’ funding;
- Develop strategic and collaborative relationships with partners/stakeholders to bid for and win major events for London ;
- Build on the success and expertise of the existing GLA Events team;
- Be the ‘voice’ of London’s major Events sector.
Whilst the existing Events for London team at the GLA is primarily responsible for the operational / delivery of major events, the team that sits within Visit London is responsible for business planning, research and bid development, brand development, event marketing and PR. The LDA’s role is to gain approval for public funds to support Events for London activity and to monitor contractual and performance agreements with the GLA and Visit London.
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