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Appendix 7: Legacy Trust Briefing Note


Date Notified

Jan 2009

Opportunity

  • Cultural Olympiad – West Midlands Legacy Trust Fund

Summary

  • Funding of 2.24m was awarded to the West Midlands from the Legacy Trust UK for the first activities and events designed to build a cultural and sporting legacy from the 2012 Games

  • The charity has been funded by a one-off endowment of £40 million from the Big Lottery Fund, Arts Council England and the Department for Culture, Media and Sport.

Summary of Projects

Dance Programme – People Dancing (1.7m)

  • Dance programme of activity across the region – with particular focus on youth dance, community level activity, main focus is on enabling: i.e. participation in dance leading to artistic, cultural and health benefits

  • Target is to engage over 400,000 people across the West Midlands

Community Olympian Games (0.5m)

  • Community Olympian Games toolkit and training (marriage of sport and culture – poetry reciting, creative writing, singing…….).

  • Toolkit to be available on line.

  • Target is for up to 500 Community Games across the West Midlands

Action Required

  • An event will be held in Feb 2009 to announce the opportunities relating to People Dancing

  • A date for the launch of the Community Olympian Games toolkits has yet to be set

Potential Benefits

  • Working with new audiences, trying new mediums and forging partnerships where there just wasn’t the impetus to previously.

  • Promotion and profile (status)

  • Connection with a new and broader target audience thought the inspiration of the Olympic brand

  • Opportunity for creative thinking and to promote activities in new and unusual venues

  • Inspiration of the Games to act as a catalyst for enhancing existing programmes and plans and a vehicle to support delivery plans. For example – a number of the LAA targets

Key Contacts

  • Paul Kaynes the West Midlands Creative Programmer: p.kaynes@culturewm.org.uk

  • Worcestershire 2012 Opportunities Coordinator: Peter Turvey pturvey@worcestershire.gov.uk

Additional Information

  • Legacy Trust activities will not automatically be awarded the Inspire Mark (see separate briefing note re the Inspire Mark.) and will have to go through the application process



Appendix 8: Inspire Mark Briefing Note


Date Notified

Jan 2009

Opportunity

  • Use of the Olympic 2012 non-commercial brand – The Inspire Mark

Summary

  • For use by non-commercial organisations delivering projects and events inspired by the London 2012 Games

  • Large or small, the Cultural Olympiad is looking for inspirational ideas from all sorts of people - surprising, exciting, brand-new projects, events or activities inspired by London 2012.

Criteria

  • The project must meet all three core values of the Cultural Olympiad (see below)

  • The project must address at least three of the seven themes of the Cultural Olympiad (see below)

  • Only not-for-profit organisations can apply (i.e. not individuals).

  • The scheme is predominantly for projects which have entirely non-commercial funding and support.

  • Your project must be inspired by London 2012 and not an existing piece of work – it needs to be different from what you normally do, taking bold, new steps forward.

Future Opportunities

  • This is an entirely new scheme, not tried at previous Olympic or Paralympic Games, so the number of projects or events across every nation and region of the UK awarded the inspire mark will grow exponentially

  • Future opportunities will filter down through the West Midlands Cultural Olympiad Strands i.e.

    • LOCOG Signature/National Programme

    • Dance Programme

    • Community Olympian Games

    • International Programme

    • UK wide Cultural Festival.

    • Open Weekend on 24 – 26th July 2009

Future Action Required

  • Discuss your idea with the WM Creative Programmer - Contact Paul Kaynes (contact details below)

Potential Benefits

  • Chosen projects will be granted the right to use the ‘Inspire mark\' on various project materials, such as posters, brochures and website. (This will be subject to the standard license agreement) The Inspire mark is part of the London 2012 brand family

  • It is the first time any Host City has had a brand available for non-commercial use.

  • Inspiring non-commercial organisations right across the UK to work in new ways - working with new audiences, trying new mediums and forging partnerships where there just wasn’t the impetus to previously.

  • Significant promotion and profile (status)

Limitations

  • All or most of the funding you need for your project should be secured before you apply to London 2012

  • The mark is based on the official London 2012 logo but does not include the Olympic five-rings

  • The programme is aimed at not-for-profit projects without commercial funding. However, in exceptional circumstances where commercial funders are receiving no or minimal recognition for their contribution to the proposal, London 2012 may be able to consider this on a case-by-case basis

Key Contacts

  • Paul Kaynes the West Midlands Creative Programmer: p.kaynes@culturewm.org.uk

  • Education, contact the LOCOG Education team

  • Peter Turvey - Worcestershire 2012 Opportunities Coordinator: pturvey@worcestershire.gov.uk

Links

Additional Information

Core values of the Cultural Olympiad

  • Celebrating the UK ‘Welcoming the World’

  • Inspiring and involving young people

  • Positive legacy


Seven themes of the Cultural Olympiad

  1. Bringing together culture and sport

  2. Encouraging audience to take part

  3. Animating public spaces - through street theatre, public art, circus skills, live big screen sites

  4. Using culture and sport to raise issues of environmental sustainability, health and well-being

  5. Honouring and sharing the values of the Olympic (Determination, Courage, Inspiration, Equality) and Paralympic Games

  6. Encouraging collaborations and innovation between communities and cultural sectors

  7. Enhancing the learning, skills and personal development of young people by linking with education programmes



Appendix 9: Sport Briefing Note


Date Notified

Jan 2009

Opportunity

  • Inspiring young people through sport; Using the inspiration and opportunities of the Olympics to get people more active

2012 Opportunities

  • Legacy Trust Fund: Dance Programme and Community Games Toolkit

  • The ‘Raising Our Game’ Olympic Ambassador Programme

  • The 2012 Education Programme

  • International Connections Programme (2011) (TBC)




  • Use the inspiration of the Olympic brand (potential to access new markets and re-brand messages to existing markets) as a vehicle to achieve existing objectives e.g. 5 hour offer (5 – 16 year olds)/ 3 hour offer (16 – 19); Getting 2m more people in England more active by 2012




  • Use the Inspiration of the Olympic Games as a catalyst for re-launching (and refreshing) the H & W Youth Games

  • Initiatives and events can be linked to the Olympic values through:

    • Access to non-commercial Olympic brand

    • Use of the Raising Our Game Olympic brand logo (LOCOG endorsed) and Symbol of Inspiration




  • Identify an Olympic inspired project to link into the Worcestershire Partnership, 2008 – 2011 Local Area Agreement Health Improvement Fund (Re NI 8 - adult participation in sport and active recreation in the Local Area Agreement)

WM Regional Plans


(Context: Sport England National Strategy)

  • 100,000 more people doing sport 3 x 30 mins per week

  • Deliver 300 new sport volunteers by 2012

  • Reduce post school drop out in sport

  • Deliver Playground to Podium Project (disabled involvement)

  • Deliver Sport Unlimited Programme (engagement in sport)

  • Deliver Step into Sport Programme (young volunteers)

  • Deliver Recruit into Coaching Programme

  • Free swimming programme

Local 2012 Themed Activities

  • Museum on the Move 2009 Exhibition

Contacts

  • Steve Brewster s.brewster@worc.ac.uk

  • Peter Turvey, Worcestershire 2012 Opportunities Coordinator: pturvey@worcestershire.gov.uk

Links

Additional Information:


Grass Roots Scheme

  • McCain £5 million five-year sponsorship deal - signed with UK Athletics in July 2008

  • Up to £300,000 will be awarded in grants of up to £50,000 per annum to the first 20 clubs in a pilot stage to pay for equipment, facilities and coaching staff.

  • Further funding will then be awarded to another 30 clubs in 2009.

  • The grants will support clubs in developing a stronger foundation from which to provide effective coaching, strong community links and an improved structure

  • http://www.insidethegames.com/show-news.php?id=4070

Best Practice



Appendix 10: Physical Activity & Health (& Sport) Briefing Note


Date Notified

Jan 2009

Opportunity

  • Inspiring people through sport and physical activity; using the inspiration and opportunities of the Olympics to get people more active

The Challenge

  • Developing creative a and innovative ideas, projects and plans to unlock the opportunities and inspiration

2012 Opportunities

  • Inspiration: use the inspiration of the Olympic brand (potential to access new markets and re-brand messages to existing markets) as a vehicle to achieve existing objectives e.g. 5 hour offer/3 hour offer; Getting people more active: 2m more people in England more active by 2012




  • Legacy Trust Fund: Dance Programme and Community Games Toolkit

  • The ‘Raising Our Game’ Olympic Ambassador Programme

  • The 2012 Education Programme

  • The build up to 2012 will mean there will be lots of opportunities for 2012 inspired volunteers to get involved locally

Briefing notes on the above 4 initiatives can be requested from Peter Turvey – contact details below


  • Use the Inspiration of the Olympic Games as a catalyst for re-launching (and refreshing) the Youth Games

  • Initiatives and events can be linked to the Olympic values through:

    • Access to non-commercial Olympic brand (contact Peter Turvey for separate Briefing note)

    • Use of the Raising Our Game Olympic brand logo (LOCOG endorsed) and Symbol of Inspiration (contact Peter Turvey for separate Briefing note)




  • Identify an Olympic inspired project to link into the Worcestershire Partnership, 2008 – 2011 Local Area Agreement Health Improvement Fund (Re NI 8 - adult participation in sport and active recreation in the Local Area Agreement)


Museum on the Move 2009 Exhibition:

  • Focus on the birth of the Modern Olympics (William Penny Brookes).

  • Included in the initiative will be:

  • Profiles of local inspirational figures (sporting, cultural and business: past and present)

Contact Sue Pope for further details: SPope@worcestershire.gov.uk

Contacts

  • Peter Turvey, Worcestershire 2012 Opportunities Coordinator: pturvey@worcestershire.gov.uk

Links

Best Practice

National Programmes

Free Swimming Initiative

Using role models to influence change

  • A recent survey published in December (2008) demonstrated there is a link between elite success and public interest in a sport, with for example Rebecca Adlington’s success in the Water Cube, driving interest in swimming among young women.  They also show that overall one in five people now intend to turn their pride into action by changing their sporting behaviour - taking up or watching new sports, or becoming more interested in sport.

  • http://www.insidethegames.com/show-news.php?id=4543



Appendix 11: Tourism Briefing Note


Date Notified

Jan 2009

Opportunity

Tourism

Summary

  • The 2012 Olympic Games and Paralympic Games provide the UK's tourism industry with its biggest opportunity in recent years.

Key Strategy Document

  • In 2007, following the widest-ever consultation of the tourism sector the DCMS launched "Winning: A Tourism Strategy for 2012 and Beyond", The strategy was developed in full partnership with VisitBritain

Potential Benefits

  • A high proportion of the economic benefits of the Games will come from tourism. Research forecasts (2007) suggest that additional tourist turnover outside of London between 2007-17 is projected at between £0.3 and £0.7 billion.

  • London 2012 is a great opportunity to boost the economy claim VisitBritain http://www.insidethegames.com/show-news.php?id=4134

Regional

Tourism Aims

  • To showcase the West Midlands nationally and internationally, as a world-class region to visit and in which to live, work, study and do business. This will include staging international sporting and cultural events

National Plans

  • Showcasing the Cultural Olympiad

  • New initiatives in product quality (the hotel “star” schemes): with a new £1.6 million for London, and national work which will benefit the whole of the UK

  • Skills improvement through the National Skills Strategies for the sector, with particular emphasis on accelerating take up of the new UK Skills Passport and reforming qualifications.   

  • Plans for real changes in the industry’s response to disability issues

Local Opportunities


Pre Games

  • Cultural Olympiad – development of a co-ordinated programme of festivals and events, enhancing the regional tourism offer over the next four years (See separate ‘Cultural Olympiad’ Briefing paper)

  • Proposal for an International Programme in 2011: ‘Connections’ Economic, visitor and marketing benefits –profiling our international connections via the populations of the region, trade, cultural links. Connections will be built around existing events – one in each region – with the aim of adding to those events with an international dimension

  • 2009 Celebration of Imagination Programme (Part of the West Midlands Cultural Olympiad programme) www.acelebrationofimagination.co.uk

  • Work with Olympic athletes living in the region to promote both themselves and the county – Olympic Ambassador Programme

  • International Dance Festival (more info to follow)

  • Pre-games training camps(www.london2012.com/trainingcamps) - opportunity particularly in the countries whose teams are using the training camps (See separate’ Pre Games Training Camp’ Briefing paper)

Local Opportunities


Games Time

  • Packaged offer with chain hotels (multi location trips), with proportion of stay in the West Midlands

  • Marketing campaigns to encourage pre and post trips to the region

  • Specific transport provided in and out of London

  • Increased domestic visits

Local Opportunities


Post Games

  • Utilising international media attention generated by the Games (such as Much Wenlock link) to promote tourism offer of the region

  • Legacy of investment in festivals and events

  • Continuation of package offer in key markets

Next Steps

  • In September 2008 Advantage West Midlands approved a £2.6 million Olympic delivery programme which includes support for major sporting events

  • In September 2008 Advantage West Midlands approved an £800K Cultural Programme, including funds for the 2009 Celebration of Imagination campaign and development of Olympiad Business plan

  • Tourism Advantage West Midlands have started discussions with hoteliers, airlines and key attractions regarding the development of an Olympic offer (@ end of 2008)

  • From 2009 national and international marketing activity will start to highlight Olympic related offer

Key Contacts

  • Roger Allonby, Head of Tourism and Culture – Advantage West Midlands: RogerAllonby@ADVANTAGEWM.CO.UK

  • Rod Nipper, Manager, Destination Worcestershire. tourism@worcestershire.gov.uk

  • Worcestershire 2012 Opportunities Coordinator: Peter Turvey pturvey@worcestershire.gov.uk

Additional Information

  • Cross-UK public/private sector marketing campaign starting at the Beijing Games handover, with all 180,000 UK tourism businesses given the chance to get involved


Appendix 12: Volunteering Briefing Note


Date Notified

Dec 2008

Opportunity

Volunteering

Summary

  • The build up to 2012 will mean there will be lots of opportunities for 2012 inspired volunteers to get involved locally…… strengthening the links between the local volunteering infrastructure and the local sports and cultural environment…….. thereby encouraging even more people to engage in sports and cultural volunteering.

Potential Benefits

  • The 2012 Olympic Games creates the opportunity to use the inspiration of the Olympic brand (potential to access new markets and re-brand messages to existing markets) as a vehicle to boost existing aims and objectives

Opportunities

  • Creation of a Raising Our Game (ROG) Volunteer Workforce to support Olympic themed events and festivals during the Cultural Olympiad (see separate Briefing note for information on the Cultural Olympiad)

  • 2012 themed initiatives can be linked to the Olympic values through use of the Raising Our Game Olympic brand logo (LOCOG endorsed) and Symbol of Inspiration (see separate Briefing note for information on the ROG brand)

  • Specific 2012 event-related training

  • A volunteer could acquire new skills which could lead to being selected as a volunteer at the London 2012 Olympics

  • Use of existing (and future) 2012 inspired volunteers as ambassadors

  • Creation of a project inspired by 2012 to link into the Worcestershire Partnership 2008 – 2011 Local Area Agreement Health Improvement Fund

Olympic Themed Events & Festivals

  • County wide Community Olympian Games – part of the Legacy Trust Programme

  • ‘Connections’: International event proposed for 2011 – part of the Regional 2012 Cultural Olympiad Programme

  • A range of Olympic themed events and festival – part of the Cultural Olympiad

  • An annual Sport and Culture Event - part of the sub-regional plans

Examples of Potential Volunteering Roles

  • Stewarding at sporting events both in and outside the region

  • Helping people to become more active by becoming a trained walk leader

  • Becoming a qualified sports leader or coach and volunteering at a local sports club




  • First Aid; Translators; Photographers; Car park attendants

  • Refreshments; Kit organisers; Guides for players (Paralympic themed events); Administration




Work to Date

  • On 14th Oct 2008 Worcestershire’s Volunteer Forum discussed the “Relevance, Link and Legacy of the Olympics 2012”

  • On 6th Nov 2008, at the Olympic themed Worcestershire Assembly, the volunteer breakout group discussed how the Worcestershire Voluntary Sector can maximise the benefits from the 2012 Games

Key Programmes

  • London 2012 Volunteer Programme - to be Launched Sept 2010

  • Personal Best - This programme aims to target those not in education, employment or training and offer them opportunities to learn new skills, build self confidence and receive advice and support to enable them find a route back into employment or training.

Key Contacts

  • Matthew Kendall, West Midlands Sports Volunteer Coordinator matthewk@rawm.co.uk

  • Cathy Clement, Chair of Worcestershire Infrastructure Consortium: cathy@wcvys.co.uk

  • Kate Walton, Chair of the Volunteering Hub of Worcestershire Infrastructure Consortium: katew@pershorevolunteers.org

  • Gabriela Gogan, Partnership Officer, Worcestershire Infrastructure; volunteeringhubworcs@yahoo.co.uk

  • Peter Turvey, Worcestershire 2012 Opportunities Coordinator: pturvey@worcestershire.gov.uk

Role of WM Sports Volunteer Coordinator

  • Help in recruitment of 3,000 new sports volunteers across the region for 2012

  • Work with Sports Clubs / venues and County Sports Partnerships (CSP) to promote and train - to achieve recruitment

Links

Best Practice

  • The ‘Kent eVent Team’ is a partnership between Kent County Council and the voluntary sector in Kent, aimed at recruiting volunteers for sport, leisure and cultural events across the county, including the build up to the 2012 Games.

  • The Kent eVent Team will be led and facilitated by a project manager, the project manager will work with local councils, community groups, Volunteer Centres, tourism organisations and sports clubs to develop and promote event volunteering opportunities.

  • The scheme aims to have 250 volunteers in the first year, and by 2011, it is hoped 2500 volunteers will be registered with the team.

Additional Information

  • Up to 70,000 volunteers will be needed to help put on the London 2012 Olympic and Paralympic Games.

  • LOCOG will recruit volunteers from across the UK – from a range of communities and backgrounds. Their goal is to select applicants who meet their criteria and who will bring passion, enthusiasm and energy to the Games. Previous volunteering experience is not necessary.




  • There will be two kinds of Games volunteer – specialist and generalist. 

    • Specialist volunteers will have specific existing skills or qualifications that are needed for them to complete the role – for example, sport or medical training.

    • Generalist volunteers will not need any special skills or qualifications and will receive full training. They might be given roles in areas such as event services, uniform distribution and Village operations

Focus on Young People

  • National Plans: The London 2012 Legacy Action Plan: Promise 3: Inspire a generation of young people.

  • Ambition: Tens of thousands more young people giving time to their local communities as a result of the 2012 Games
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