20Legacy%20Framework180507

be inspiredNorthwest Legacy Framework

for the 2012 Games

2012 april4:Layout 1 30/4/07 12:41 Page 2

“The most important thing in the Olympic Gamesis not winning but taking part; the essential thing

in life is not conquering but fighting well.”Pierre de Coubertin, founder of modern Olympic Games


contents

1 Foreword

3 Introduction and vision

5 Structures

6 Legacy Themes and Principles

7 Legacy Principles

Legacy Themes

11 Sport and Physical Activity

17 Business

21 Cultural Olympiad

25 Tourism & the Visitor Economy

29 Major Events

33 Skills and Volunteering

39 What now?

John Willis - Épée fencingWorld Cup Champion 2007


foreword

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

REGION CONTRIBUTES TO ACHIEVING IT AND THAT THE

LEGACY STRETCHES FAR BEYOND LONDON.

We will ensure that the Games are used as

a catalyst to drive positive change across

the region, whether it be in increased levels

of sports participation and physical activity,

the associated increase in number and

quality of coaches, the improved recognition

of volunteers, improved standards in our

tourism industry, or through showcasing

businesses to a national and international

audience.

We must not forget that the Olympic Games

and Paralympic Games are the world’s

greatest celebration of sport and cultural

diversity and we want to provide people in

the region with the opportunity to connect

with this experience and generate positive

memories that will last a lifetime. We have

no doubt that the 2012 Games is already

providing a fantastic impetus to help inspire

the 6.9 million people in the region to do

something special for themselves and for

others!

As a region we already have a lot to be

proud about – a strong sporting heritage, a

culture of delivering major events including

the 2002 Commonwealth Games in

Manchester, and the 2008 Liverpool

European Capital of Culture, alongside

internationally recognised tourist

destinations such as the Lake District,

Chester and Blackpool. We will use the

2012 Games to build on these strengths

whilst at the same time helping to address

some of the challenges faced across the

region.

This Framework sets out the beginning of

this journey, a journey that does not finish in

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

and beyond because to create a lasting

legacy we are thinking and planning for the

long term to use the Games as a catalyst for

change. We encourage our partners in the

region to use this Framework and join us in

ensuring that the Northwest makes the most

of this once in a lifetime opportunity!

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Steven Broomhead,

Chief Executive of the Northwest Regional Development Agency (NWDA)

Andy Worthington,

Chair of the Northwest Steering Group for the 2012 Gamesand Chair of the North West Sports Board

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”.

introduction & vision

The Northwest is well positioned to bothsupport the 2012 Games and to generate areal connection for its population to benefitnot least through experiencing the Olympicfootball tournament at Old Trafford.

This Framework draws on extensiveconsultation across the region and, linked toexisting strategic priorities, sets the visionand framework for how the Northwest aimsto benefit through the 2012 Games.

It also sets out the region’s contribution tohelping to achieve London 2012’s Olympicand Paralympic Games objectives ashighlighted 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 moredetailed action plans across each of theidentified legacy themes. Some of these will

be heavily influenced by the plans of theLondon 2012 Organising Committee of theOlympic Games and Paralympic Games(LOCOG) which have yet to be published.Our action plans are being developed inorder to ensure that the region’s aspirationsare driven forwards.

An Introduction to the Northwest

Few areas in England can be in a betterposition than the Northwest to capitalise onthe legacy of the 2012 Games.

The region is steeped in sporting heritage –the game of professional football was bornhere, and a host of high ranking sportingevents take place in the region includingthe Visa Paralympic World Cup, theEuropean Hockey Championships and thegreatest Steeplechase in the world, theGrand National, at Aintree.

The Northwest’s sporting heritage isaugmented by its economic strength. Itboasts the UK’s largest regional economy,matching that of 14 European Unioncountries. Several strongly performingsectors will support the delivery of theGames, 15 Higher Education Institutionsprovide expertise in research anddevelopment, and the proposed relocationof the BBC to Salford will provide focus for aworld class creative industries sector.

Transport links are first-class. Manchesterand Liverpool John Lennon Airports cater forover 270 destinations worldwide, andBlackpool is the fastest growing regionalairport in the UK. With fast rail links to the restof the country and an extensive motorwaynetwork, the region is ideally placed to makethe 2012 Games our Games.

However there are challenges to be faced.Despite its many success stories, theNorthwest has its share of deprivation andfares poorly with regard to health and healthinequalities. The Games are the strongestmarketing tool to attract and retain people insports participation, with the knock-onbenefit of improved health. The targets areconsiderable: to achieve national targets by2012, the region needs to attract anadditional 250,000 new participants, takingpart in sport and active recreation for atleast half an hour, three times a week!

And, while it is improving, the region’seconomy is 12% lower than the Englishaverage with an output gap of £13 billion,and 27% of the working age population notcurrently in employment.

There are also funding challenges todelivering our objectives. Partners areprepared for these challenges andcommitted to drawing on the spirit of theGames to work together, utilise existingcapacity and attract further resources todeliver a powerful and lasting legacy for theNorthwest.

While we know that the 2012 Games willnot provide a solution to every issue ourregion faces, it will undoubtedly provide acatalyst for change in targeted areas. Thisdocument will focus on those areas andillustrate how the Games will create apositive, and lasting, legacy for people inthe region.

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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THE LONDON 2012 OLYMPIC GAMES AND PARALYMPIC GAMES (THE ‘2012 GAMES’ OR‘GAMES’) PROVIDE THE OPPORTUNITY TO SET THE BENCHMARK FOR THE OLYMPIC ANDPARALYMPIC MOVEMENT IN STAGING AN INSPIRATIONAL GAMES AND DELIVERING A GENUINENATIONWIDE LEGACY, WELL BEFORE, DURING AND LONG AFTER THE GAMES ITSELF.

Our Vision - England’s Northwest has a proudsporting heritage which we will draw on tocontribute to the finest Olympic Games andParalympic Games the world has ever seen.

To fulfil this vision, we will utilise the strength,determination and competitive spirit of ourlocal communities, which in return will derivethe maximum economic, sporting, health andsocial benefit, providing our people with everyopportunity to engage with the pride, passionand spirit of the 2012 Games.


structures legacy themes & principles

The Northwest Legacy ThemesThe Northwest Steering Group has identified sixLegacy Themes, areas where opportunities tobenefit through the Games have been identified.(Illustrated below)

The Steering Group includes representationfrom the lead agencies responsible for thedifferent legacy themes, key regionalagencies, alongside a representative fromeach of the five sub regions. The group ischaired by Andy Worthington, chair of theNorth West Sports Board, who representsthe Northwest on the Nations and RegionsGroup.

Legacy Working Groups

Working groups have been established tofocus on specific legacy themes and otherareas of activity, for example,Communications and Training CampGroups. This ensures that a range ofpartners relevant to the delivery of thattheme are working together in a morecoordinated way.

Sub-Regional Groups

Structures at a sub regional level vary to suitspecific requirements, but through the subregional representatives on the SteeringGroup there is a mechanism through whichthe specific challenges and opportunitiesfor each sub region can be communicated.

The Northwest Strategic LeadershipGroup for the 2012 Games

Strategic representatives from a number ofregional agencies, including the NWDA,Northwest Regional Assembly andGovernment Office for the North West haveestablished a Strategic Leadership Group,to influence regional partners, lobby forresources on a national level, and promotethe role that the Northwest can take inleading 2012 legacy initiatives.

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Diagram 1 – structures in the Northwest LOCOG – NATIONS ANDREGIONS GROUP

NORTHWEST STEERING GROUP FORTHE 2012 GAMES

Sets and guides the delivery of theLegacy Framework

NORTHWEST STRATEGICLEADERSHIP GROUP

Endorsement and Lobbying

LEGACY WORKING GROUPS

Develop action plans, identify activitiesand linkages

Existing structures or new (as appropriate)

SUB-REGIONAL WORKING GROUPS

Identifies sub-regional linkages

Existing structures or new (as appropriate)

NorthwestLegacy

Framework forthe 2012

Games

Sport & Physical Activity

Sport EnglandNorth West

Major Events

NWDA

BusinessNWDA / Northwest

Business Forum for the2012 Games

CulturalOlympiad

CultureNorthwest

Skills &Volunteering

Regional SkillsPartnership /

Sports Volunteering North West

Tourism & the VisitorEconomy

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’sobjectives. Teamwork will be essential though, no organisation is singularly responsible for delivery across its theme. A coordinatedapproach will be crucial if we are to maximise the use of resources and achieve added value to the delivery of the activities, and ensure thatthe many links across all of the themes are identified and addressed. This collaborative approach has begun through the Steering Groupand 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 ourcommunities. 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.

ACHIEVING OUR VISION WILL ONLY HAPPEN IF WE COORDINATE OUR EFFORTS,AT A NATIONAL, REGIONAL AND LOCAL LEVEL.

LOCOG is responsible for the preparationand staging of the 2012 Games. Regionalengagement within LOCOG has beenformalised through the establishment of theNations and Regions Group. This group hasthe role to ensure that the benefitsassociated with the Games reach all partsof the UK.

Within the Northwest, we have created anumber of regional and sub-regionalstructures to ensure that stakeholders areengaged to maximise the benefits to theregion from the 2012 Games (see Diagram 1).

The Northwest Steering Group for the2012 Games

Agencies have joined together to form theNorthwest Steering Group for the 2012Games (the Northwest Steering Group)which will coordinate strategic issues in theregion.


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sustainability equality, diversity &community cohesion

Environmental Sustainability

Environmental sustainability will underpinthe Northwest legacy programmes. We willuse 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.

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

• Encourage greater awareness of sustainable development and showcaseregional 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.

• 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.

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

Sustainable Communities

Thriving communities are dependent on awide range of factors, such as quality ofhousing, employment, skills, education,health and transport. Culture, sport andrecreational opportunities are also essentialcomponents of sustainable communities.

We want to use the 2012 Games as acatalyst to provide a showcase forsustainable community programmes andpractice and provide a source oftransferable knowledge and skills. We arecommitted to ensuring that key sustainablecommunity policy principles areincorporated into each of our legacy actionplans.

We will encourage the development of highquality cultural programmes and eventswhich increase opportunities, raiseaspirations, and bring communities andgenerations closer together, with a particularfocus on areas where deprivation is mostwidespread. An example is the nationalStreet Games programme which wasfounded in the region. This gives youngpeople from disadvantaged communitiesthe chance to develop sports and creativeskills within their community.

Government Office for the North West willtake the lead for Equality, Diversity andCommunity Cohesion on the NorthwestSteering Group. The role will involvesharing information with national andregional partners on communityconsultation and engagement, capturingkey issues raised, the response to theseissues, and also identifying any emerginggood practice.

We will encourage programmes thatcelebrate diversity and promote communitycohesion 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 acrossall 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 UKand with other countries.

Legacy principles

Sir Philip CravenPresident of the International Paralympic Committee

"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 2002WAS 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."

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

THE NORTHWEST STEERING GROUP WILL ENSURE THAT EQUALITY AND DIVERSITY ISSUES AREFULLY INTEGRATED AND CENTRAL TO THE REGIONAL LEGACY. TO REINFORCE THISCOMMITMENT WE ARE UNDERTAKING EQUALITY IMPACT ASSESSMENTS ON THE ACTIONPLANS THAT SUPPORT THIS FRAMEWORK.


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health & well being communications &engagement

Despite significant improvements overrecent years, the Northwest is one ofEngland’s most deprived regions and farespoorly with regard to health and healthinequalities. In 2002-2004 around half of allNorthwest local authorities were in theworst quintile nationally for male and femalelife expectancy at birth.

NHS Northwest’s are represented on theSteering Group with a role to work withpartners to ensure that health relatedbenefits are achieved through therespective legacy themes.

Through the Olympic football event stagedat Old Trafford we are committed tosupporting London 2012’s vision forDelivering a Healthy Games.

High levels of worklessness and healthinequalities are also major factors impactingon the social and economic prosperity ofthe Northwest. For instance, £3 billion of theregion’s GVA gap relates to approximately700,000 people of working age not being inemployment. The year 2012 will be used asa target to drive the use of sport and culture

to address health and worklessness issuesin the most disadvantaged communities inthe region. We will work with regionalagencies and Local Authorities, LocalStrategic Partnerships and the Primary CareTrusts to support the realisation of ambitiouslocal targets.

A major health priority in the Northwest is tocontribute to achieving the Chief MedicalOfficer’s target for increasing adultsundertaking 30 minutes of physical activityfive times per week by 1% year on year. Thiswill help to reduce levels of obesity, deathsfrom coronary heart disease and cancer.

Whilst clearly there are strong links with theSport and Physical Activity legacy theme,there are also opportunities across otherlegacy 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.

Coordinated action is required if theNorthwest is to fully capitalise on thepotential legacy benefits from the 2012Games and achieve the objectives laid outin this framework. A more coordinated wayof working within the region is a significantpotential legacy of the Games in its ownright, and we are already seeing thebenefits of this commitment in the earlystages of our work.

We are committed to ensuring that keymessages are communicated clearly andare made accessible to all, and that ourcommunication will clearly outline to ourstakeholders the relevant mechanisms toengage with legacy opportunities in theNorthwest.

In practical terms, as noted, Legacy WorkingGroups (such as the Northwest BusinessForum) are being established to ensure thatrelevant partners are engaged and helpingto develop agreed priorities for action, formaking more effective use of resources,and ultimately to enable organisations toachieve more than might otherwise havebeen achieved without the Games comingto the UK.

There are a wide range of agencies that willhave a role in helping the region to achievethe 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, throughto a legacy of educated volunteers and qualified coaches, and the provision of ahighly skilled workforce to meet business needs in the region.

The international dimension of the Games isanother focus. Through the programmesand values of the Cultural Olympiad, theaspirations for hosting Pre-Games TrainingCamps in the region, and hosting matches

as part of the Olympic football tournamentat Old Trafford, there are real opportunitiesto improve our understanding andcelebration of diverse cultures from aroundthe globe. Local authorities looking tomaximise twinning arrangements andprimary school competitions where eachschool competes as a given country andlearns about the culture of that country arejust two examples of this that we arestarting to see.

A Communications Working Group for the2012 Games has been established tocoordinate communications in the regionand to develop a Communications Plan.This will support this Legacy Framework(and the more detailed action plans), andoutlines how we will communicate with ourstakeholders alongside key messages andopportunities.

Our communication, marketing andpromotional activities will underpin theobjectives of this Framework to engage withthe population of the Northwest to connectand ‘Be Inspired’ by the Games experience.

Legacy principles

THE NORTHWEST STEERING GROUP IS COMMITTED TO ENSURING THAT THE EXCITEMENTAND INSPIRATION OF THE OLYMPIC GAMES AND PARALYMPIC GAMES IS CAPTURED ACROSSTHE REGION.

THE NORTHWEST IS COMMITTED TO ENSURING THAT THE 2012 GAMES WILL PROVIDE ACATALYST FOR MAXIMISING OPPORTUNITIES TO INCREASE PHYSICAL ACTIVITY, PROMOTEHEALTHIER LIFESTYLES AND REDUCE HEALTH INEQUALITIES. THERE IS A UNIQUEOPPORTUNITY TO ENSURE THAT THE EXCITEMENT GENERATED THROUGH THE 2012 GAMESIS ASSOCIATED POSITIVELY WITH HEALTHY LIFESTYLE MESSAGES TO HELP CHANGEATTITUDES AND BEHAVIOURS.


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sport & physical activity

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 TAKEPART IN SPORTS AS OFTEN AS POSSIBLE.

Context

Our ambition is to create an environmentwhich will allow us to engage with peopleand show them the value of the Games’legacy in their communities.

We want to increase involvement in sportregardless of a person’s currentparticipation 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).

• 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 deliveringsport have a role in the challenge ofcreating a genuine sporting legacy. SportEngland’s engagement activity to date hasconfirmed that the opportunities presentedby the 2012 Games should be embeddedwithin the mainstream activity of theregion’s sporting organisations.

The delivery and implementation of theseopportunities will be converted into thedetailed plans which will form the nextregional plan for sport, 2008-2013.

Strategic Links:

Alongside ‘Northwest on the Move’ – thecurrent Northwest Plan for Sport andPhysical Activity, this legacy objective sitswithin a number of strategic frameworksincluding, the ‘Regional Economic Strategy:Action 59’, ‘National Governing BodiesWhole Sport Plans’, ‘The Sport and ActiveLeisure Skills and Productivity Plan forEngland’s Northwest’, and ‘Living better,Living longer’ (NHS Northwest).

Legacy Themes

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'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 CoeChair of the London Organising Committee of the Olympic Gamesand 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 7I 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.

Regional Objectives 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 opportunitiesare 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 andSports 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 approachessuch as the Community Sport Hub model.

2. Club and Coach Development – use the catalyst of the 2012 Games to improve club developmentand 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 thesporting 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.

Sport and Physical Activity Business Cultural Olympiad Tourism Major Events Skills and Volunteering

Delivery is further enhanced with the involvement of the CountySports Partnerships and through Community Sport Networks(CSNs) and Sport and Physical Activity Alliances (SPAAs) whichform the delivery system for sport. The 2012 Games provide anunprecedented opportunity to strengthen communities, delivertargets and strengthen links with the CSNs.

In order to get more people participating in sport and activerecreation, Sport England’s research has confirmed the need for astructured approach to creating legacies for the 2012 Games,aligned to stakeholder objectives:

Delivery

No single agency can achieve these goals or secure a sportinglegacy on its own. So we are creating an environment which willallow sporting organisations to make the most of the 2012 Games.

For this, the lead agency in the region will be Sport England whichwill be supported by a range of partners including UK Sport, YouthSport 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 inmaximising the health related benefits of participation.



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Sarah Bailey MBE MScFormer Paralympic swimmer with 27 gold medals atinternational level. Sarah is now a member of the GreatBritish Cycling team and won 5 gold medals on herinternational debut.

“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 2012GAMES WILL PROVIDE AN EVEN BIGGER

FOCUS FOR NORTHWEST SPORTS

CLUBS, AND A UNIQUE INSPIRATION

FOR THE NEXT GENERATION OF YOUNG

ATHLETES.”

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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 opportunityin our lifetime to transform sport and participation in sport in the UK forever…We have a uniqueopportunity that we must not squander to increase participation in sport, at community andgrass 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 ofathletes and coaches.


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 theirfull 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 REGIONAL 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 Parry2004 Olympic Bronze Medallist, 200m Butterfly


17 18

business

The 2012 Games offers UK companies anunprecedented global business opportunity.Delivering the Games will be a majorundertaking for the country, requiring goodsand services to be provided from almostevery business sector. Construction,professional services, tourism, hospitality,sport, transport, retail, food and the creativesectors will all benefit. The Games willprovide a boost to businesses bypresenting them with opportunities toshowcase their products and services, findnew trading partners, enter new marketsand compete for contracts to deliver theGames.

Many other business opportunities will becreated through the range of activities andprogrammes being delivered alongside theevent (i.e. tourism, Cultural Olympiad andpre-Games Training Camps). It’s not just the

Games themselves which will drive growthbut also the ambition to achieve a stepchange in participation in sport and healthylifestyles. This will create an increase indemand for goods and services that relateto the many businesses operating in thesport industry. The strength of the sportindustry in the Northwest is alreadyrecognised, given the high number ofleading sporting brands based in theregion. The Games will present anopportunity to strengthen their contributionto the economic prosperity of the region.

The region will build on its experience ofdelivering the 2002 Commonwealth Gamesin Manchester, which saw 250 companiesin the region obtain contracts worth a totalof £22 million. A legacy of the 2002 Gamesis a wealth of event planning andoperations expertise in the region.

The Northwest Steering Group wants toensure that Northwest businesses are fullyequipped to maximise these opportunitiesthat will support the future success of theirbusiness. We will encourage the Games tobe used as a catalyst for encouragingbusinesses to review their strengths andcapabilities and compete, not just for 2012Games contracts, but also in supplyingother major events and public sectorprojects.

A key priority for the region will be tounderstand these strengths and capabilitiesand assess how these align to London2012’s supply chain requirements. TheNorthwest has some strong performingbusiness sectors, with many aligning to therequirements of the London 2012 supplychain. Many of these businesses alreadyhave a strong track record of supplying

major sport events such as the2002 Commonwealth Games, AthensOlympic Games of 2004, the Cricket WorldCup 2007 and the 2008 World SwimmingChampionships. The region has leadingfirms 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 especiallyin advertising, marketing, graphic designand 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 retailand sport science.

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 ANDPRODUCTIVITY OF THE REGION’S ECONOMY. “THE 2012 OLYMPICS

WILL CREATE A LEGACY

OF BENEFITS. TO WIN

THOSE BENEFITS, IT'SESSENTIAL 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 BernsteinChief Executive of Manchester City Council

Legacy Themes


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.

Delivery

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

The NWDA will also work closely with Business Link Northwest to provide a simplified routefor 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 andRegional Cluster Organisations for companies aligned to London 2012 supply chainrequirements.

The Northwest will continue to work with national partners including LOCOG, ODA and DTIto support the development of a national Business Network, which it is hoped will belaunched later this year.

business

19 20


Outcomes

The Northwest will use the catalyst of the 2012 Games and the businessopportunities 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.

Strategic links

The Regional Economic Strategy 2006provides the strategic context. The regionhas an output gap of £13 billion, with 18%fewer businesses and £10 billion of theGVA gap caused by lower productivitycompared to the England average.Business activities undertaken will thereforefocus on supporting regional priorities to:

• 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 successfullyin showcasing their talents, innovations andproducts to a national and internationalaudience.

"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 SteyaertManaging Director adidas Area North


21

Context – what is the ‘CulturalOlympiad’?

The Olympics Games and ParalympicGames are not just about sport. The CulturalOlympiad is a four year cultural andeducational programme, beginning from theend of the 2008 Games in Beijing, whichwill bring the Olympic and Paralympicideals to life and build communityinvolvement and support for the Gamesright across the UK. Plans for the CulturalOlympiad are still under development, but anumber of core values have been identified:

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

• To inspire and involve young people.

cultural olympiad

The Cultural Olympiad is intended toencapsulate the widest possible range ofculture, from the arts, museums andgalleries, to the historic and builtenvironment, to libraries and archives, to themoving and digital image and from thelargest institutions to the smallestcommunity groups.

Major public areas across the UK will be thesettings for a whole host of live eventsincluding music, dance and comedy, all inaddition to the sporting events themselves.

The festival will culminate in the high-profileopening and closing events which willprovide a platform to celebrate theexcellence, energy and diversity of the UK’scultural sector.

Learning will play a significant part in theplans for the 2012 Olympiad with acomprehensive educational programmeinvolving not just children in schools butalso students in further and highereducation. Wider communities and theteam of volunteers for the Games will alsobe involved. The Olympiad will inspireimaginative teaching and learning across alldisciplines.

The Northwest is a region which has theopportunity and experience to play a majorpart in the Cultural Olympiad. Ourexperience of staging the CommonwealthGames and preparations for hostingLiverpool 08 mean that cultural partners,such as local authorities and businesses,know how to engage young people,volunteers, diverse communities and manyother relevant partners.

Work will be informed by the CreativeProgrammer and the development of clearerpriorities around the national CulturalOlympiad Programme. Legacy Trust UKprovides new money to invest in suchprogrammes but we recognise the need toexplore further funding possibilities in orderto capitalise on the opportunities before us.

THE CULTURAL OLYMPIAD PRESENTS AN OPPORTUNITY TO LAY THE FOUNDATIONS OF ALASTING LEGACY FOR THE NORTHWEST WHICH WILL ENSURE THAT THE IMPACT OF OUR WORKRESONATES THROUGH TO 2020, 12 YEARS ON FROM THE START OF THE OLYMPIAD.

22

• 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 programmeof the Cultural Olympiad contained 3elements:

1. Ceremonies – such as the Opening andClosing 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.

Legacy Themes


Cultureshock FestivalStreet Theatre in Manchester

Strategic Links

At a national level the parameters for theCultural Olympiad will be laid out byLOCOG, working with agencies fromcultural and educational sectors.

In the Northwest the key strategicframework for culture and the CulturalOlympiad is the Regional Cultural Strategy.

23 24

Loyd GrossmanChair of Culture Northwest

Delivery

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

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 initiativesfrom Major Events, building on the Impact 08 model. We will use this learning to continually maximise the impact of our activities.

"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.”

cultural olympiad


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.



25 26

tourism & the visitor economy

Context

Tourism in the region currently contributesan estimated £10.9 billion to the localeconomy, of which 59% is attributable tothe activity of day visitors, 8% to that ofpeople staying overnight with friends andrelatives and 32% to that of people stayingovernight in serviced and non-servicedaccommodation.

Expenditure in the sector supports theemployment of an estimated 191,000people; the sector is recognised in theRegional Economic Strategy as a growingpart of the economy with ‘high andwidespread’ employment. Crucially, many ofthe jobs generated are new ones, and onesthat are open to young people, providing astepping stone into work. At a local level,

tourism expenditure supports facilities,businesses and services that are of value tolocal communities, particularly in rural areas.

Tourism and the wider concept of the visitoreconomy is regarded as being of significantimportance to the region by the NorthwestRegional Development Agency (NWDA)which has the responsibility for the strategicleadership of the sector. The 2012 Gamesoffer an ideal opportunity to capitalise onthe region’s undoubted tourism strengthsand present the Northwest, and its assets,to an international audience. However, weshould not be complacent. If the area is tobenefit from the Games and its legacy, thequality of its offer has to be furtherenhanced.

Since the publication of the region’s firstever Tourism Strategy there has been anumber of improvements: substantialinvestment in tourism, the establishment ofrobust and effective support structures and,crucially, recognition of the contribution thattourism and the visitor economy make tothe economic prosperity of the Northwest.It is the continuation of this strategy that willensure the region’s tourism product is ‘fit forpurpose’ and rises to the challenge of the2012 Games.

Strategic links

The priorities for the sector are set out in the Regional Tourism Strategy and theyprovide the ideal route map for the industry into 2012 and beyond. It defineseight strategic objectives, which are the priorities for action:

Productivity, Help businesses improve their performance andPerformance & Quality 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.

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

Signature Events Support and encourage a programme of sustainableevents of national and international significance.

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

The Attack Use a market led approach to the promotion of theBrand Approach 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.

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 MOSTSUCCESSFUL REGIONAL LEGACY IN THE COUNTRY.

“THE EXCITEMENT

SURROUNDING THE OLYMPIC

GAMES WILL PRESENT AN IDEAL

OPPORTUNITY TO SHOWCASE THE

NORTHWEST’S FAVOURITE SPORTS

ATTRACTIONS, HELPING TO

MAXIMISE THE TOURISM BENEFITS

THIS EVENT BRINGS TO THE

REGION.”Kevin MooreDirector of the National Football Museum

Legacy Themes


The Regional Economic Strategy explicitly recognises theimportance of tourism and the visitor economy. The sector is listedas one of the region’s assets, with particular reference to our cities,the beautiful natural environment, the world famous golf, footballand cultural offering, the country’s top seaside resort: Blackpool,and our impressive Roman and industrial heritage. Manchester andLiverpool in particular are key business tourism destinations.

Developing the quality of the visitor experience is identified as anobjective that supports the creation of the conditions for sustainablegrowth.

Liverpool 08 gives the region a powerful and valuable advantage interms of raising the profile of the region, and of connecting theregion to the Cultural Olympiad. It also builds on our strengths as aregion in involving volunteers and provides a foundation for theirinvolvement in the Games.

Nationally, the area has contributed to the debate initiated byDepartment of Culture, Media and Sport through the consultationdocument on the Welcome Legacy Tourism Strategy for the Games.Work on the national strategy continues under the leadership of thePartners for England group and in other forums, with the activesupport of both the NWDA and its tourist board partners.

Delivery

The NWDA works with five tourist boards in particular, with a coregroup of key regional and sub-regional stakeholders, and with localauthorities to deliver the regional tourism strategy. It is supported inthis by a Regional Visitor Economy Forum and by a RegionalTourism Management Group. Given its strategic responsibilities fortourism, it is proposed that the NWDA acts as the lead agency withrespect to the region’s tourism and visitor economy response to the2012 Games.


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’.


tourism & the visitor economy

27 28

Outcomes

The result of the region achieving the objectives identified abovewill 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.

“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 GoodeyChair of the Tourism Forum for England’s Northwest

A quality visitor experienceCanoeing in Cumbria


29

major events

Context

The importance of major events is wellrecognised in the region. As well as regularand frequent large scale sporting eventssuch as the Grand National and PremierLeague football, the 2002 CommonwealthGames in Manchester and Liverpool’ssuccessful bid to become the EuropeanCapital of Culture in 2008 have clearlydemonstrated the power of large scaleevents to be a positive catalyst forregeneration, a significant contributor to thelocal and regional economy and a vehiclefor improving the image of the host city andof the wider region.

The Regional Economic Strategy and theRegional Tourism Strategy of 2003highlighted the important role that majorevents have to play in the development oftourism, regional image, the regionaleconomy and wider regeneration.

As a consequence of the focus on majorevents in these strategies, the NorthwestRegional Development Agency (NWDA)working with key regional partnersdeveloped a Major Events Strategy forEngland’s Northwest in March 2004.England’s Northwest was the first Englishregion to develop such a strategy.

This work has resulted in greater clarityabout the impact of major events, a greatersharing of major event intelligence andsuccessful partnership working betweenkey local, regional, national and internationalagencies to secure and develop a wholerange of different events in England’sNorthwest.

During this period the region has securedand/or developed a number of major eventssuch as the Open Golf, Liverpool Biennial,Manchester International Festival, the Turner

Prize, Visa Paralympic World Cup, Tour ofBritain Cycle Race, UEFA Women’s FootballChampionships, World SwimmingChampionships and the Society ofAmerican Travel Writers Conference.

Events that the NWDA has been associatedwith generated over £40 million to theregional economy during the first two yearssince the Major Events Strategy waspublished - this is in addition to theeconomic impact from many other eventswithin the region.

The success of the Major Events Strategyhas been endorsed by the fact that majorevent development is again identified as akey action in the new versions of theRegional Economic Strategy and RegionalTourism Strategy which were reviewed in2006.

THE 2012 GAMES WILL PRESENT A HOST OF OPPORTUNITIES TO STAGE FURTHER MAJOREVENTS IN THE REGION, ENHANCING THE NORTHWEST’S REPUTATION AS A VIBRANT ANDACTIVE PLACE TO BE.

The priorities for the regional Major EventsStrategy are to ensure that England’sNorthwest continues to develop and hostmajor national and international eventsrecognising that there is increased nationaland international competition to stage majorevents.

Major Events can also be a catalyst forcultural and sporting participation, theregion has developed modes where eventbusiness plans support the delivery of adevelopment programme in a given sport,ensuring that the full range of benefitsassociated with hosting events aremaximised.

30

“BY 2012, THE ARENA AND CONVENTION CENTRE

LIVERPOOL WILL BE WELL ESTABLISHED AND

MAKING A SIGNIFICANT ECONOMIC

CONTRIBUTION TO THE REGION. THIS SHOULD

ONLY BE BOOSTED FURTHER AS THE SPOTLIGHT IS

TURNED ON THE UK FOR THE OLYMPICS.”Bob PratteyChief Executive of the Arena and Convention Centre Liverpool

Legacy Themes


Strategic links

In addition to the links with the Northweststrategies mentioned above, a key link iswith the work being carried out by UK Sportand the National Governing Bodies of Sport.These bodies are reviewing their aspirationsto host national and international events inthe UK in the lead up to the 2012 Gamesand this will be a key factor in identifyingmajor sport event opportunities for theNorthwest.

Delivery

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


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.


major events

31 32

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 08through 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.

Monkey: Journey to the WestPart of Manchester International Festival


33 34

skills & volunteering

Context

SkillsSkills and training development is a criticalsuccess factor for ensuring the successfulstaging, showcasing and legacy of the 2012Games.

Indications are that there is a requirementfor a ‘Games workforce’ of around 100,000skilled people. In addition, there will be aneed for paid staff and volunteers fromevery region to maximise the skills legacybeing anticipated – for example, newcoaches and jobs in the sport industry tocater for increased interest and demand;skills requirements to deliver a qualitytourism product in the region; and skillsneeded in event management and eventdelivery.

There is a need to improve the productivityof the region, building on particular assetsand opportunities to increase GVA perperson employed (which relates to £10billion of the GVA gap in the region). Theregion also needs to grow the size andcapability of the workforce, getting morepeople into work and to encourage all formsof economic activity in deprived areas, (£3billion of the region’s GVA gap is due tofewer people working). This means ensuringthat people from these communities havethe skills required to work and are linkedinto job opportunities.

Skills development will be required in theNorthwest to support individuals,businesses and communities so that theycan benefit both directly from the Gamesand its legacy.

The Games offers a unique catalyst forencouraging more people to take uplearning opportunities or gain employmentand in this way, they can help contributetowards a number of regional skills andemployment objectives identified in theRegional Economic Strategy, and prioritisedby the Regional Skills Partnership (RSP)through the Regional Statement of SkillsPriorities.

Volunteering

The emerging thinking in relation to London2012’s Volunteering Strategy highlights thefollowing broad principles and values ofvolunteering, which the Northwestembraces 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 volunteeringprogramme to inspire a new generation of volunteers and strengthening the volunteering infrastructure.

Volunteering can be used to help addressthe specific issues of improving health,promoting education, developing skills forwork and employment, and increasingcommunity engagement by removingbarriers faced by the socially excluded. It isenvisaged that the 2012 Games will createa legacy of volunteering as part of everydaylife, increasing community involvement andactive citizenship.

The Northwest has a strong volunteerinfrastructure, including 33 qualityaccredited Volunteer Development Agencies(VDAs) working at a local level. This also

includes five sub-regional VDA groups andone regional VDA network, VolunteeringNorthwest.

The volunteering infrastructure is similarlystrong within the cultural sector, asevidenced by the volunteering programmesestablished for the Liverpool 08celebrations, alongside the vast array ofsmaller, local events across the region. The2012 Games provide an opportunity to buildon the capacity, expertise and knowledge inthe sector and develop knowledge transferfrom arts, museums, heritage and localcommunity networks.

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

Legacy Themes



35 36

Volunteering is already considered anextremely important access route intoemployment in the creative industries. Theregion has distinct structures andexperiences that both demonstrate thestrengths of the region and provides astrong platform to build on through 2012Games 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 theGames 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 includingaccessing volunteering opportunities and employment.

• The legacy from the Commonwealth Games has continued through Manchester Event Volunteers which continues to provide qualified volunteersfor 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 totargeted increases in sport and active recreation.

In relation to the 2012 Games, volunteeringopportunities will be structured around threeinterrelated strands – Pre-Games Initiatives,taking place in the years leading up to theGames; the Games Time Programme,which involves the recruitment, deploymentand management of approximately 70,000volunteers for the Games themselves; andLegacy benefits generated throughinvolvement in volunteering programmes. Inthis third area the 2012 Games provide anopportunity for our region to develop arobust volunteering infrastructure for thelong term to support community activitiesand 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 MurphyLiverpool ‘08 Volunteer

Volunteers at the 2002 Commonwealth Gamesin Manchester



37 38

Strategic links

Owing to their cross-cutting nature, strategiclinks for skills and volunteering embraceand contribute to many national andregional plans, many of which are alreadynoted throughout this Framework. TheNorthwest Statement of Skills Prioritiesprovides a focus and is supported by SectorSkills and Productivity Alliances ActionPlans. In relation to volunteering,Government Office for the North West, inline with national Government priorities,promotes volunteering work, activecommunities and citizenship, which are keylegacy principles within this Framework. Interms of sports volunteering, the SVNWstrategy ‘Reaching Higher and Wider’provides a specific focus.

Ultimately, this legacy theme deliversagainst the key regional strategies for sport,business, culture, tourism, and majorevents.

Delivery

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

Sports Volunteering North West provides strategic leadership for the volunteering legacyarea of work, who via their representation on the England Volunteering Development Councilwill 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 agreedskills and volunteering cross-cutting activities or opportunities.

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 furthereducation.

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


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 newCounty 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.


Lasting legacyInvesting in skills, knowledge and training


Rik WaddonCycling

New Paralympic world record at British national trackchampionships and New British record for 200m atthe British National Disability Track Championships

Michael Grundy & Scott GregoryWrestling

Michael Grundy - British Champion 2006 66 Kilos

Scott Gregory - 2nd in English SeniorChampionship 2006 55Kilos

John WillisÉpée Fencing

Winner of the World Cup event at HedenheimerPokal, Germany 2007 and the first British fencer to

win a World Cup event since 1981

Ademola OrogemiWheelchair Basketball

European Squad Bronze medal 2005, VISA Paralympic World Cup 2005 Team

GB Gold medal and VISA Paralympic World Cup2005 Team GB Bronze medal

Jenny Meadows800m

4x400m relay Commonwealth Games Silver medalistin 2002, 800m National Indoor Champion on 3

occassions, the 3rd British woman in history to break2 mins 800m indoors -2007 and

British record holder 600m indoors - 2007

This document outlines how we hope to

create a lasting and meaningful legacy for

the people of the Northwest, using the

2012 Olympic and Paralympic Games as

our inspiration.

However it can only outline the beginning

of an evolving process. Action plans

detailing specific activities and milestones

will be published and the lead

legacy will be the mark of its success. We

need the support and commitment of

partners at a regional, sub-regional and

local level and we hope that this

publication will encourage our partners to

consider the many options for how to get

involved.

While it may seem a long way off, many

aspects of the 2012 Games have already

begun. Contracts are being tendered whilst

the Cultural Olympiad begins after the

Beijing Games. Creating this future begins

now, and only forward planning will ensure

that the people of the Northwest derive the

legacy they deserve.

This publication sets out our strategic

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.

The 2012 Games have the power to touch

virtually every person in the region. We

hope that local authorities, schools,

colleges, universities, business and many

other local community organisations will

want to get on board and take a leading

role in responding to the opportunities that

lie ahead. In doing so, the legacy of the

2012 Games will truly be the people’s

legacy.

The message is clear: if the 2012 Games

are to enable us to create a lasting legacy

for the region, we must start planning now.

Don’t wait: be inspired, get involved and

get started.

organisations for each legacy theme will

drive the process forward under the

guidance of the Northwest Steering Group,

which will have an important role to play in

terms of lobbying and advocacy.

These goals cannot be achieved alone.

Just as the Games belong to the people,

so too does the Games’ legacy, and the

people’s involvement in shaping that

Natalie JonesSwimming

The youngest British competitor at the Sydney 2000Paralympics & Gold in the 200m individual medley atthe inaugural VISA Paralympic World Cup in 2005, in

a world record time of 3 minutes 17.39 seconds

what now?


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.

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

NWDA H2-34


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