Make it happen and go for victory at Games

20-Sep-2011 - Last updated on 12-Mar-2017 at 00:00 GMT

Going for gold: Colm O'Dwyer calls on the hospitality sector to make the most of the Olympics next year

Making it happen — what better slogan to summarise the build-up to London 2012? And going by the juggernaut of activity since we won the bid in 2005, London is doing just that.

Construction for most of the London 2012 venues is now complete and turf has been laid in the Olympic Stadium.

At Coca-Cola — as a worldwide partner of the Olympics, and an official partner of the London 2012 Paralympic Games — we know we have more time to deliver on our promises but, like any Olympian, our mission requires planning, research and analysis of trends so we can pinpoint how to win later.

The economic rewards from hosting the Olympics/Paralympics can be far-reaching. The UK is relatively small, so visitor benefits will stretch beyond London.

What’s more, research suggests that almost two-thirds of the economic benefits to tourism will be felt in the four years after the closing ceremony.

If you’re running a pub, have you considered how London 2012 presents an opportunity for you? It’s hard enough planning beyond next week, but now’s the time to prepare. Remember, the Olympic and Paralympic Games is just one highlight in a list of high-profile events that will allow us to extend a world-class welcome to visitors, not to mention a PR opportunity to promote our country.

The London 2012 Olympic Torch Relay, Olympic Games and the Paralympic Games all represent major hospitality opportunities. VisitBritain will invest heavily in marketing to drive consumers to Britain during these events, as well as other celebrations and sporting occasions in 2012, so the final execution at a local level could be the difference between winning and losing.

Almost half of all tickets for London 2012 will be for events taking place outside London — making the Olympics a national opportunity. Likewise, there’s also the Olympic Torch Relay, which will cover 8,000 miles across the UK over 70 days. Check locations and think how to get the public through your door.

One of the key promises of London 2012 is to leave a lasting legacy for the next generation. The hospitality sector can play a key role in leaving a good impression.

Take a tip from Lord Coe, who said: “Doing as much as we can in the critical early years of the Olympic planning cycle will ensure London and the UK gets the best possible long-term benefits from the new Olympic facilities.”

Start thinking now about how your own business can play the game and aim for your own gold medal in 2012.