It was interesting to hear David Cameron yesterday declaring the Government’s new commitment to tourism, in the light of the opportunities and challenges facing us as we progress towards 2012. Of course this is not surprising to hear as regards London 2012. Tourism South East expects that an additional £1bn or so of tourist money will be spent on the back of the Games.
While political capital will exist in the subject for months and even years to come, the truth is that much of the planning and decision making at a macro level has been completed long ago. This is just one good example of the kind of effort that is needed years in advance of generating any concrete return from the Olympic and Paralympic Games. At the Beijing Olympics, Tourism South East, SEEDA and other regional partners met with hundreds of tour operators, journalists and representatives from National Olympic Committees to pre-promote the region in advance of London 2012 and secure significant up-front reservations. Those organisations' plans are mostly now set in stone.
All is not completely lost, Mr Cameron. We might well still have the opportunity to change the perceptions of individual tourists as regards attending London, but the ease with which they will find flights, hotels, tickets and so on was decided long ago. Having been to Beijing and talked to many people there, much of this seems to involve persuading those Cameron might think of as floating voters to press 'Purchase' on those flight tickets.
I was a floating voter myself as Beijing drew near. From my perspective, the important message was 'Yes, there will be legitimate tickets available...and yes, your hotel will be ok for your family.' I didn't want pictures of the Great Wall and smiling Chinese cab drivers, I wanted facts.
I suspect we will hear an increasing number of big picture announcements made to large fanfares in the next few months - investment in athlete training programme X; commitments to grass roots sport Y; Inner City regeneration programme Z and the like. The truth is that most of these announcements are being made principally for political and corporate marketing ends.
Most of the big Olympic decisions were made years ago, it is just that only now are they becoming of interest. Baton down the hatches, here comes 2 years of media circus!
Two years to go. On one level it seems like only yesterday that the Annexe at Lane4 with the small TV in it was full of employees awaiting the decision. I will never, ever forget that moment when Mr Rogge read out the word ‘London’. I remember thinking all sorts of things...’will I have kids by then, it would be fantastic to be able to take them.....what on earth will this mean for Lane4, it could be hugely important...I bet Adrian is glad he went to Trafalgar Square, and I bet he doesn’t make our meeting this afternoon now!’ Many other things besides.
Two years to go and I have kids, two now, and they are very definitely coming. Conor even made it out to Beijing with my wife Claire and I. It has certainly been hugely important for Lane4. And Adrian definitely didn’t make that meeting!
From a Lane4 perspective things are really hotting up. We have a wealth of talented colleagues taking some part in 2012, whether aiming to compete – Greg Searle and Clare Strange – or in a coaching capacity – Wil James, Jeremy Cross, Dominic Mahony and Charlie Unwin. Also, Adrian will be commentating on the swimming Commonwealth Games and European Champs warming up his vocal chords for London. More details about what each of these people are up to are at http://www.lane4performance.com/Lane4-on-the-road-to-2012.html#first
Away from the actual field of play, many of us remain involved on other levels. A group of us support a Bucks County Council, GE and Lane4 CSR initiative in local schools called Inspire Motivate Achieve. We are actively supporting the engagement and learning agenda of five sponsors on their journey to bring alive the opportunities presented by the next few years present to support meaningful change in their own organisations through their employees.
On a personal note, I have finally finished a book with my Dad which builds on some of the themes from the session I ran with Rob Clarke from London 2012 at our Lane4 Client Conference last year. This is due to be released in November.
Two years to go. It hardly seems possible....and yet this London 2012 Olympic and Paralympic Games has already given me, my family and Lane4 more in terms of a legacy than I could ever have hoped for.
It's been a while since I posted to this blog. The reason for that was spotted by an eagle eyed reader who noticed in my profile that I now live in Oxfordshire with my wife Claire, son Conor and also a new addition - daughter Niamh.
Niamh is now two and half weeks old, and getting used to life in the Rogan household. Her Daddy tries to go running early, unfortunately now even earlier in the morning. When back, it is a case of juggling breakfast, the radio, dinner plans and an early blast of Fireman Sam for Conor.
Fireman Sam is the tip of the iceberg, if that is not too confused a statement. One of the newest phenomena for me has actually been getting to know the kids industry a little bit. My favourite is Thomas the Tank Engine, principally because he was my favourite as a kid, too. HIT Entertainment own the rights to the show, and license the brand in a number of categories - from new books to train sets; pyjamas to cutlery. Yes, we have them all.
I have actually been pleasantly surprised by the quality of much of the entertainment available to children. For example, the BBC through CBeebies provised a stream of consistent, educational television. Half an hour in front of the Numberjacks (a show teaching basic numeracy) has to be a good use of a child's time.
It feels to me that we demonise the kids' toys and entertainment industry nowadays. We complain that it is too commercial, as though that were a sin in itself. In my view it is a good thing. Commerciality and free market economics ensure that the quality output which parents value rises to the top. We get the kids industry we deserve.
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