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					West London Conference on 2012
Supporting the Games – Realising the Benefits

Event report


Introduction
The West London Partnership (WLP) has been a strong supporter of London’s Olympic
bid and, working with the support of the London Development Agency, West London
was the first sub-region to publish a report showing how residents and businesses could
support the Games and how they could benefit from them. The WLP partner agencies
are now working to turn these proposals in the report into an action plan.

Organised by the West London Alliance on behalf of the WLP, the aim of the conference
was to engage key stakeholders to develop and own an action plan to ensure that West
London fully contributes to supporting the London Games and that the sub-region
secures the maximum benefits possible arising out of London hosting the event. West
London has much to offer and much to gain in terms of business opportunities, jobs,
skills and volunteering, tourism, cultural events, increased participation in sporting
activity and healthier lifestyles. In particular, the conference aimed to identify champions
to help take this work forward.

An extensive database of around 700 potential delegates was developed to offer the
opportunity of the conference to agencies and individuals from all sectors and
communities within West London. The WLA led the invitation process for the public and
voluntary and community sectors and West London Business led the invitation process
for the private sector. Formal invitations were sent by post, with subsequent papers and
reminder invites sent by email. Where delegates did not have an email address, follow
up papers and reminders were sent by post. Prior to the conference, the WLA received
250 acceptances.

The West London Conference took place on Tuesday 28th February 2006. The day
began late morning, with a tour of the Wembley Regeneration Area, provided by the LB
Brent, to share the vision and aspirations of the regeneration plans for the Wembley
area. At 12.30pm delegates were able to enjoy a networking lunch whilst being
entertained by the Queen’s Park Community School band.

After lunch the conference comprised: (a) a plenary session where attendees heard from
national and regional government on their vision for the Games and London 2012 about


                                         Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                       Page 1 of 8
how London is going to turn this vision into reality; and (b) a series of roundtable
discussions to input into the actions needed to maximise the potential for West London.

Attendees heard Cllr Ann John, Chair West London Alliance and Leader of the London
Borough of Brent give a formal welcome and overview of the WLA Olympic Programme.
Cllr John explained it was important for West London to support the London Games
2012 and in doing so there was every opportunity to secure lasting and significant
benefits locally. She was joined by Jim Hall and Rachel Yankey who gave inspiring
accounts of what the Olympics meant to them. Jim Hall attended the 1948 Olympic
Games and the experience inspired him to become a gymnastics coach. Rachel Yankey
plays for the first ladies Arsenal FC team and is also the star of the ladies England
squad. She explained that she hoped that the London Games 2012 would inspire young
people to take up sort and compete and that she hoped to see many young people using
the new Wembley Stadium in the future. The Rt Hon Richard Caborn MP, Minister for
Sport, Department of Culture, Media and Sport spoke about ‘What the London Games in
2012 mean to Britain’. The Minister described the huge socio-economic benefits he
anticipated for the country particularly highlighting the impact of the Games for young
people. He also revealed government plans to launch a Youth Olympics in schools
throughout the country. Marc Stephens, Executive Director, Olympic Opportunity and
International Promotion, London Development Agency explained ‘How the capital will
benefit’. He described the scale of the Olympics project, the responsibilities and
establishment of the key Games Organisation agencies and the benefits for London of
hosting the Games. He highlighted that learning from other Games suggested that
securing benefits for London would require action based on need and understanding of
the labour market and communities; securing that legacy begins now. He felt that
benefits would arise for the whole capital in relation to business and employment
opportunities, from international promotion and from the catalytic effect of the Games.
Richard Sumray, Chair, London 2012 Forum described ‘Structures being put in place to
deliver a successful event’.

Attendees enjoyed a question and answer session with the speakers before breaking out
into discussion groups. After the discussion groups, the plenary and summing up of the
event was provided by Cllr Ann John and Cllr Ruth Cadbury, Chair, Association of
London Government All Party Working Group on the 2012 Games. Cllr Cadbury
explained how West London could support the ALG and how the ALG could support the
WLA, to ensure that the best ever Games is delivered and the maximum benefits
secured for all Londoners.

This report provides details of:

   Delegate evaluation and equal opportunities monitoring
   Delegate future involvement preferences
   Outcomes of the roundtable discussions
   Media coverage of the event
   Next steps for the WLA Olympic Programme



                                       Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                     Page 2 of 8
Evaluation, equal opportunities and future involvement
Two hundred and three delegates attended the conference. Of those that attended 83
returned evaluation forms, 79 returned equal opportunities forms and 113 returned future
engagement forms.

Evaluation
Delegates rated the conference as follows:

                                                 Exce-    Very    Good     Fair    Poor    N/A
                                                 llent    good

Invitation process                               20       30      20       7       0       6
Regeneration tour                                4        15      15       5       0       44
Venue                                            9        23      31       11      5       4
Catering                                         8        14      27       13      6       15
Speeches (overall)                               20%      31%     25%      5%      1%      17%
Conference pack materials                        9        33      36       3       0       2
Round table discussions                          12       30      25       7       1       8
Round table discussion facilitator               15       36      17       3       0       12

Equal opportunities
Of the delegates that returned an equal opportunities form:

   7 people considered themselves to have a disability
   74 people considered that they did not have a disability
   9 people indicated that they were Asian, British – Indian
   3 people indicated that they were Black, British – Caribbean
   1 person indicated that they were Black, British – African
   1 person indicated that they were Mixed race – white and Asian
   54 people indicated that they were White, British – English
   2 people indicated they were White, British – Scottish
   2 people indicated that they were White, British – Welsh
   1 person indicated that they were White, British – Irish
   4 people indicated that they were White, European
   1 person indicated that they were White, South African
   1 person indicated that they were White, New Zealand
   1 person indicated that they were White, Australian
   42 delegates were male
   38 delegates were female

This demonstrates that the conference did not engage a proportionate number of people
from BME communities, in line with the known ethnic composition of West London; more
work therefore will be done in future to engage interest in the WLA Olympics Programme
with all communities in West London.



                                       Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                     Page 3 of 8
Future involvement
On the future involvement forms delegates were asked if in future they would like to be
involved through one or more of the following options:

   Email and newsletter updates
   Stakeholder Group
   Task groups

Reviewing the returned future involvement forms it was found that 42% were from the
public sector, 29% form the voluntary sector, and 28% from the business sector or
business organisations. For the type of future involvement, a large majority requested all
three options, but individual figures were as follows:

Email and newsletter updates – 99
Stakeholder group – 71
Task group – 87

The task groups selected and the number of people who wanted to be involved was as
follows:

   Employment and Skills - 33
   Volunteering - 46
   Sports Participation and Development - 32
   Business Opportunities - 32
   Culture Programme and Events - 43
   Young People and Education - 43


Round table discussions
The following round table discussions were offered to delegates:

   Identifying the potential business benefits
   Accessing supply chain opportunities
   Increasing participation and excellence in sport
   Making the connections to young people and education
   Offering an exciting cultural programme and events
   Making the most of volunteering opportunities
   Tourism opportunities
   How can our communities benefit?
   Dealing with transport issues
   Preparation camps and pre-Olympic sports events

This report highlights the main recommendations or future actions that arose form those
discussions. Full notes of each table’s discussion will be available on the WLA website
at www.westlondonalliance.org.

                                        Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                      Page 4 of 8
Coordination
There was a much repeated desire for coordination of information among sectors,
agencies and communities concerning work under the West London Olympic
Programme. A key need was for centrally coordinated, timely, and easy to access
information about the Games Organisations and opportunities. The need for coordination
was expressed in relation to securing business benefits, increasing participation in sport,
developing a cultural programme, and tourism. The WLA is intending to develop a
regular newsletter and will disseminate all available information on the WLA website.

Brokerage
Closely linked to the need for coordination of information was an expressed need for
brokerage between and among sectors and organisations. For example, in relation to
developing a West London cultural programme there was an expressed need to broker
relationships and links between arts and culture agencies and business sponsors. This
was echoed in relation to volunteering where private sector representatives explained
they needed volunteer packages ‘sold’ to them supported by business cases and those
in the voluntary sector explained they needed to know which businesses would be open
to providing volunteer opportunities.

Partnership
There was a clearly expressed desire to see effective partnership working across
sectors to ensure that all sectors and communities benefited from the West London
Olympic Programme. Such partnership working was also recognised as crucial to ensure
that SMEs, smaller organisations and individuals heard about and accessed
opportunities whilst also supporting the work of larger organisations and programmes
with their particular skills or service. Several tables suggested lead agencies to
coordinate and facilitate partnership working such as WLB for business benefits and
accessing supply chain opportunities, WLA to support links with the Games Organisation
and public sector development, West London Network to develop volunteer
opportunities, and the Western Wedge to lead the cultural programme.

Partnership working for the benefit of young people between schools, colleges and other
training providers, youth organisations, sports clubs and Connexions was seen as
crucial to use the Olympic Games and Paralympic Games as a catalyst for inspiration
and aspiration to bring about increased participation and healthier lifestyles, and to
improve educational achievement and community cohesion.

Proactive
The thought was echoed on a few tables that the West London Partnership provides a
strong network of organisations from which to self-generate West London activity to
secure benefits for the sub-region. It was suggested for example that this network should
be used to develop a stronger visitor economy in West London using the Olympic
Games and Paralympic Games as a driver to secure additional resources. It was also
felt that the West London Olympic Programme was an opportunity to share approaches
and information across the sub-region to avoid duplication and competition among



                                        Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                      Page 5 of 8
agencies and thereby secure more robust shared benefits. It was also felt that early
planning was vital to ensure engagement of schools and community groups.

Community
Altogether different, the new WLP tagline, encompasses the spirit of West London; a
diverse and strong community. However, there is still more work that can be done to
improve community cohesion whilst celebrating our differences. It was expressed at the
conference that the West London Cultural Olympiad could act in particular as a catalyst
to support community cohesion, for example through educational programmes,
increased arts participation across communities and improved links among arts
organisations. It would also provide an opportunity to showcase West London’s talent to
our communities and to the world.

The diversity of the sub-region could deliver other benefits, for example West London’s
communities contain a potential skills advantage in relation to translation skills which the
West London Olympic Programme could be used to realise.

In developing the West London Olympic Programme it will be vital to identify any barriers
to BME participation and to work effectively to reduce these. It will be important to use
the learning of other previous Games to support the sub-region’s efforts. It was
highlighted that sensitivity needs to be exercised in the work of the programme to ensure
effective community engagement with the programme.

Policy and practice
It was expressed that the West London Olympic Programme could be used to drive
improvements in policy and practice. For example, the programme could be used to
support the achievement of improved PSAs for local authorities through increased
participation in sport and improving sports facilities. Organisations working together
within the public and private sectors could develop improved procurement practice
ensuring for example that companies of all sizes have the opportunity to access Olympic
contracts whilst also promoting the inclusion of benefits to young people and ‘legacy’
initiatives within all bids.

The West London Olympic Programme was also recognised as playing an important role
in lobbying to secure delivery in the sub-region against the council tax levies that will
fund the London Games 2012.

Identify resources
It was recognised, particularly in discussing developing preparation camps, that West
London needed to audit and understand what facilities we have and promote our existing
strengths rather than necessarily seeking to develop new facilities. Having identified key
facilities West London needs to plan and identify its intentions. The sub-region is more
likely to secure benefits from its Olympic Programme with robust, shared and focused
plans.

Recommendations from the round tables



                                         Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                       Page 6 of 8
   Partnership champions for West London – i.e. Western Wedge for culture, WLB for
    business, WLA for the pubic sector, WLN for the voluntary sector
   Increase and improve participation, engagement and performance among West
    London’s residents and communities to enhance community cohesion and ensure
    opportunities for all
   Early planning for the involvement of schools and community groups
   Coordinated and accessible information about the West London Olympic Programme
    and the Olympic Games and Paralympic Games developments
   Coordinated brokerage between sectors and organisations
   Self-generated, proactive West London development
   Use the Olympic Programme to drive improvements in policy and practice
   Identify shared key initiatives to focus work on, i.e. a medium sized preparation camp
    at Brunel and 2 to 3 small nations where the community links are strong


Media Coverage
LB Brent provided media support for the conference and secured the following media
coverage:

   LGC article with Gareth Daniel, lead WLA Chief Executive for the Games
    interviewed
   BBC London News
   Feature in The Brent Magazine
   LBC Radio interview with Ian Nichol, WLA Director

The Wembley Observer has a copy of the Brent Magazine feature and are planning to
cover it week beginning 20th March 2006. LB Brent is also in talks with Municipal Journal
about covering the event.

Other West London media did not provide further coverage despite being sent news
releases.


Next steps
The West London Olympic Programme will be taken forward in light of outcomes form
the conference. In particular the following actions have been taken, or will be imminently:

   West London Business hosted a seminar for the private sector on securing business
    benefits associated with the London Games 2012
   A consultancy team continue to develop several work streams for the WLA that make
    up the West London Olympics Programme and will shortly be producing interim
    reports
   Advert for the post WLA Director for the 2012 Games published 22nd March 2006



                                        Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                      Page 7 of 8
   Board members recruited during February and March for new West London Sport
    and Physical Activity Partnership
   Simon Lister appointed Director of the new West London Sport and Physical Activity
    Partnership. He takes up post at the end of March
   First Olympic Programme newsletter to be distributed in March 2006. This will be the
    first of a regular newsletter which will share progress on the WLA Olympic
    Programme
   West London Partnership to agree the composition and model of the West London
    Olympic Programme stakeholder engagement arrangements at their next meeting on
    the 24th May 2006




                                       Emma Strong, Policy and Projects Officer - WLA Secretariat
                                                                                     Page 8 of 8

				
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