Editor's letter

Believe it or not, it is almost three years since London won its bid to host the 2012 Olympic Games.

With arguably the world's biggest sporting event set to take place in Beijing in a few months, the preparations for its arrival here are hotting up. To ensure everything is done correctly, and that everyone benefits, Visit London and the London Organising Committee are creating a framework to make sure fair pricing and practice is employed during the Games (p18).

The event in China will also enable the industry to learn lessons and minimise the possibility of mistakes. It also gives British companies a chance to organise events abroad and work with regional businesses, in the way that Event Concept did for a charity Love Ball in Moscow (p34).

One person looking at the 2008 Games with interest will be the British Olympic Association's events manager Jane Adlington (p33), who wants to help raise £3m for Team GB and is organising events to celebrate a century since London first hosted the Olympics.

More and more of the events produced before 2012 will be measured for return on investment (p65). Clients and agencies need to justify the reason for events through evaluations that outline clear objectives, from influencing guests to purchase a product to generating better relationships in the workplace.

Of equal importance is staffing, whether it involves waiters and waitresses at large creative events or promotional hostesses at roadshows. Staff not only need to look the part, they must become part of the brand or message being conveyed (p55). The look and feel of any event is also vital, and a concept or theme is a must when it comes to holding guests' or visitors' attention (p58).

Finally, I hope you enjoy the second issue of the new-look Event and are inspired by what you read.

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