60 seconds with...London & Partners' Tracy Halliwell

Tracy Halliwell, director of business tourism and major events at London & Partners, talks to C&IT about the Olympics legacy for the capital, and the events industry.

London & Partners' Tracy Halliwell
London & Partners' Tracy Halliwell

In what ways has London been showcased that is different from other host cities?

Events have taken place at a variety of venues, both new and existing, highlighting the true diversity of London, which not many other cities have. Coupled with this has been its seamless fusion of heritage and modernity, of tradition and innovation: where else could you watch the beach volleyball on what is the Queen’s Horse Guards Parade?

What should agencies do to capitalise on their Olympics’ involvement?

Agencies that have been directly involved with the Olympic Games should use their experience to harness future opportunities, showcasing their successful involvement with the Games – subject to client and LOCOG permissions – in order to demonstrate their own success and involvement during a time when London delivered the greatest event on the planet.

The Olympic Park and other venues have provided an opportunity for live events during the Games, but how will they benefit the events industry post-2012? 

Ahead of the Games, over £11bn worth of investment has taken place across the city and with that size of economic investment comes a long-term confidence in a city, one which business visitors and event organisers will benefit from long after the Olympic Games has left town. The opening of these great new venues will provide fantastic opportunities for the events industry to harness exposure to new audiences and capitalise on a changing industry backdrop.

What types of events can we expect to see at the Olympic Park in the future?

Following the Games this summer, the park will reopen in July 2013 as the Queen Elizabeth Olympic Park with seven new hospitality areas including the ArcelorMittal Orbit – the tallest sculpture in the UK – which will be able to host 200 guests for a reception with fabulous views across the stadium, the Aquatics Centre and the Velodrome will also become key venues for gala events and the Multiuse Arena which is known as the ‘Copper Box’ will become London third biggest indoor arena. The south end of the park will also offer temporary exhibition and conference venue space as well as the actual stadium.

How long will the whole redevelopment take?

Post the 2012 Games, The Queen Elizabeth Olympic Park will transform over a 25-year development process to become a destination of international distinction, a thriving new metropolitan district in London, and a focal point for the social and economic regeneration of east London.

 

 

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