Case Study: London 2012 Olympics Flashcards
Where did the rebranding occur?
The redevelopment of the entire site the lower Lea valley- Stratford in the district of Newham
What tangible benefits did they hope it would bring?
Transport improvements, the stadium, ticket sales
What intangible benefits did they hope it would bring?
Things you can’t really measure, for example the ‘feel good’ factor of the Olympics.
Why did London win the olympic bid?
The lasting legacy- this improved jobs, the environment and lives. London also emphasised their multicultural and young population which helped push the bid. The sport legacy was hoped to inspire young people to take up new sports.
What are two key players of the London Olympics?
What did they do?
The International Olympic Committee, with officials from most countries in the world- they decide who will host the olympics.
The London Development Agency- they are responsible for organising the Games.
What were positive economic benefits to the games?
Brings in inward investment- “London 2012 olympics have boosted UK economy by £9.9 bn”.
New businesses attracted to the area.
Ticket sales.
What were negative economic downfalls to the games?
Marshgate Lane Industrial Estate closed down- forcing many businesses to move/ closed down completely.
Disruption during construction means businesses are affected.
Was the olympics economically sustainable?
It’s hoped that the long term legacy means investment and a positive multiplier effect.
What were positive social benefits to the games?
Brings people together.
Jobs were created in the area.
Some of the athlete’s village has been converted to social/low cost housing.
A construction college was built, which helped people gain the new skills.
What were negative social downfalls to the games?
Stratford area has now become a property hotspot. So house prices have massively increased and many local people cannot afford to buy a house there.
Many of these new jobs created wont go to local people.
Clays lane housing estate had to be knocked down. 450 people lived there.
They had to get rid of a travellers site as well.
What were positive environmental benefits to the games?
The area was derelict and polluted- it is now a lovely park.
Over 90% of the material was reused.
They invested in public transport.
Wild flower garden in the Olympic park.
What were negative environmental downfalls to the games?
There is a lot of electricity pylons.
Dust during construction.
Why did we want to win the olympic bid?
To raise the profile of London and to act as a catalyst for inward investment- for rebranding.
What structures were built for the olympics?
The Olympic Stadium
The Velodrome
The Aquatics Centre
How has Arsenal aided London’s rebranding by using sport as a catalyst?
The development of the Emirates Stadium for £430 millpond in Ashburton Grove in North London provided 2600 new jobs for the area and 2500 new homes. The project has also replaced the old recycling facilities and provided a nursery and a health club for the local community.
