How Events for London Works

Events for London both seeks out events that can be created or attracted to London and supports external proposals for major events in the city.

How We Evaluate Major Event Proposals

  • Is there a strategic fit? Does the event align to wider Mayoral strategic objectives (e.g. Olympic programme, Economic Development Plan, Culture strategy) and link with its key target markets?
  • Does it align to the London brand values?
  • What is the level of match funding generated versus public money required, and how will it be spent?
  • What is the return on investment potential? Incremental economic benefit should be delivered within the local economy and there should be potential for wider benefits across the city
  • What is the event’s longevity, scale and influence – in terms of world or European ranking, level of participation or spectator figures amongst target groups, and its potential to be staged on an annual or recurring basis?
  • What are the anticipated incremental visitor numbers and expenditure to London generated?
  • What is the likely international profile and media interest?
  • Cultural and sports development implications – what impact will the event have on fostering excellence, acting as a catalyst for increased participation at the grass roots level and developing relevant sport, coaches and officials?
  • What will the long term legacy for London's communities be? This includes environmental, community, health spin-offs and/or schools and volunteer programmes that will be delivered in association with the event

How We Can Support Major Events in London:

During the bid process we can:

  • Secure political support from national government, city authorities like the Mayor of London and the relevant London Borough
  • Provide leadership and expertise in bid development and stakeholder engagement - including producing promotional publications and film
  • Assist in developing the business case for securing funding
  • Advise on and provide introductions to private sector, partners and sponsors

During implementation we can:

  • Provide a venue-finding service and secure access to unique facilities and spaces within London
  • Advise and assist with operational requirements including road closures, street signage and security
  • Facilitate hotel and airline partnerships
  • Advise on and perform post-event evaluation