UK Volume 20 Olympia London Superbrands UK Annual Vol.20 Promotion Despite its 133-year history, Olympia London as a brand is fairly young, being established six years ago following disassociation from its bigger sister, Earls Court. It has since grown exponentially, reaching Superbrand status in 2017, and owns the fastest growing social media audience in its sector with a 28% growth rate in 2018 (compared to an average of 5% among direct competitors). Recent news covering the venue’s redevelopment has been seen or heard an estimated 215 million times over print, online and broadcast. Brand Values Reflecting a strong set of values encompassing care, commitment, passion, trust and respect, Olympia London holds one of the highest employee retention rates in the sector. In 2019, 45% of permanent staff had been with the venue for 10 years or more. Carrying unrivalled industry expertise, the venue’s teams are one of the top indicators to drive customer satisfaction. Sustainability is at the core of a world-class offering, which includes grassroots initiatives championing environment, community and education. For more than a decade, Olympia London has sent 0% waste to landfill with 98% recycled and the remaining 2% converted into renewable energy. More recently, single-use plastic has been one of the focuses of sustainability at the venue, with plastic straws and cutlery abolished and disposable coffee cups recycled via a ‘closed loop’ system. Engaging with the local community is another integral part of its values, with initiatives that include electing a local charity to support each year and backing local causes whenever necessary, such as fundraising for the local Grenfell Tower residents. Over the course of its 133 years, the ‘home of inspirational events’ has created lifelong memories for millions of people. Keeping true to its brand values and showcasing a solid vision for the next 130 years, Olympia London continues to ‘wow’ with its rich heritage and bright future. The home of inspirational events, Olympia London opened its doors in 1886 . Established as a London architectural, cultural and events landmark, it is the capital’s busiest venue, welcoming more than 1.6 million visitors attending over 220 events and contributing £1.2bn to the economy each year Market The events sector is worth £42.3bn to the UK economy, with conferences and meetings accounting for £19.9bn and exhibitions and trade fairs generating £11bn (on direct spend). Olympia London is one of the capital’s preferred exhibitions and conferences venues, thanks to its world-class offerings and location – only 25 minutes from Heathrow airport and reachable by various public transport connections in Kensington. Combining seven spaces to form 45,000 sq ft, this iconic venue hosts over 220 events welcoming 1.6 million guests each year, contributing £1.2bn to the UK economy annually. Product Showcasing unrivalled heritage and architecture, the Victorian Grade II listed building offers clients more than a venue space, but an extension of the award-winning expert team. From operations to marketing and an event industry blog to sustainability; the results are seen in increased footfall, which has risen from 700,000 to 1.6 million guests since 2011. Achievements The home of inspirational events, Olympia London opened its doors in 1886 and was established as an architectural, cultural and events London landmark. It is a prime choice for exhibitions, conferences and live events; making it one of the busiest venues in London. Holding a strong link to the capital’s history, it has survived two world wars and seismic political changes whilst hosting centenary events such as The London International Horse Show and Ideal Home Show. Its elegant Victorian arches have also seen inspirational personalities such as Vivienne Westwood hold her first catwalk show as well as performances by Jimi Hendrix and Pink Floyd; not to mention showcasing contemporary themes such as inclusivity with Drag World and the biggest fashion trade event in the county: Pure London. Over the years, the venue has been recognised with an array of accolades and in 2018 achieved Superbrand status for the second consecutive year. It was also awarded the Silver Green Tourism Awards; acknowledged with the London Healthy Workplace Achievement Certificate; and recognised with British Safety Council’s Five Star Health and Safety Accreditation. Recent Developments 2018 marked the announcement of a £1bn investment plan, set to enhance Olympia London’s world-class offering and to cement it as a destination for events, creativity and entrepreneurship, positioning the venue for the next 130 years. The plans, approved by Hammersmith & Fulham Council, will turn the 14-acre site into a destination. The award-winning practices Heatherwick Studio and SPPARC are leading on the design and implementation of the project. The transformation, set to begin in 2020, is expected to create more than 3,000 new construction jobs over the next five years, in addition to approximately 5,400 new jobs locally once it is completed. It will also bring an extra £9m per year in consumer spending to Hammersmith & Fulham. Working closely with English Heritage to preserve its original architecture, the project will also bring new features to London, such as a 1,500-seat theatre; a 1,000-seat performing arts venue and 670,000 sq ft of creative office space. In addition, there will be 2.5 acres of new public spaces such as botanical gardens, restaurants and retail, accessible to everyone. All monarchs from Queen Victoria to Queen Elizabeth II have attended an event at Olympia London DIDYOU KNOW? Brand History 1886 Architect Henry Edward Coe reveals Olympia London’s elevation, showing the iconic 170 ft clear span of the roof. On Boxing Day, Olympia London opens its doors to the public with the Paris Hippodrome Circus. 1888 The First Great Horse Show takes place, and remains one of Olympia London’s calendar highlights as The London International Horse Show. 1908 Olympia London hosts the first Ideal Home Show, which is still held at the venue today. 1919 The Cycle and Motor Cycle Show is held at Olympia London. 1955 Olympia London hosts the first Boat Show. 1958 Olympia London hosts the first computer exhibition, the British Electronic Computer Exhibition, in Olympia National. 1967 Jimi Hendrix, The Animals and a young Pink Floyd play Olympia London. 1992 The Smash Hits Awards are hosted at the venue. 2012 Olympia London celebrates 125 years with specially commissioned works of art, including pieces by artist Peter Blake. 2013 Following a multimillion-pound revamp and disassociation from Earls Court, the business is rebranded as Olympia London. 2019 A £1bn project to transform Olympia London into a destination for events, culture and business is approved by Hammersmith & Fulham Council. Conceptualised by British designer Thomas Heatherwick, it is the biggest investment in the venue to date.