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Contents
Lighting the Torch
5 Golden Opportunities, 10 Legacies, 15 Actions.
i.
This strategy explains what Yorkshire and Humber is doing to make the most of the London 2012 Olympic and Paralympic Games. We are determined to help make the Games a resounding success, and to ensure that we get real benefi ts from them before, during and long after the event itself.
ii.
The Olympic Games and Paralympic Games are a festival of sport and culture. From their beginnings in ancient Greece, the Olympic Games have been about the society they are rooted in and shared values and aspirations. Think of the Olympic ethos and we think of endeavour, ambition, excellence, fair play and teamwork. We think of the world
coming together in a carnival that sees no divide of colour, creed or faith. We think of athletes who are role models, seeing and realising their full potential. All of these values are as relevant to individuals, communities and businesses as they are to sport.
iii.
Yorkshire and Humber was vocal in its support of London’s bid to host the Games and this strategy starts with the fi nish in mind. For Yorkshire and Humber, the true test of success is securing a legacy of tangible outcomes that enhance the region’s well being and prosperity. That translates into sports facilities enjoyed by diverse and inclusive communities, growing businesses, a population that is fi tter, healthier and happier and active young people eager to make the most of their lives.
iv.
We see fi ve Golden Opportunities to achieve these outcomes through activity in the region before, during and after London 2012. They encompass:
- Sport and physical activity
- Communities
- Culture
- Tourism
- Business
From these 5 Golden Opportunities we see a total of 10 legacy targets that will become tangible outcomes for the region and we see 15 activities that will lead to success.
v.
This strategy sets out how we intend to use these opportunities. It includes clear actions linked to specific plans. Yorkshire Gold is about enabling and enthusing action. We want partners to use the new Yorkshire Gold brand to promote London 2012 related work anywhere in
the region. Our guiding light is to leave a lasting legacy of change. The Games alone cannot achieve everything the region strives for, but they can be a prompt to making our towns and cities better places to live in; for carving out a fresh and attractive profile of the region, and for
transforming outlooks and aspirations. Legacy is captured in the long term outcomes that drive the strategy.
vi.
This strategy extends to 2017 - covering five years either side of the Games from launch to completion. It builds on and supports national work to stage a successful Games and to derive lasting benefit from them. Just as for sportsmen and women, we will get out as much as we put in. With determination, planning, and perspiration, Yorkshire and Humber can reap real rewards and make the London 2012 Olympic and Paralympic Games our Games too.
Becoming a World Leading Sporting Region
Legacy 01:
More people of all abilities playing more sport and being more physically active than ever before.
Legacy 02:
A region known for a world-class high performance sporting environment supporting athletes to national and international success.
The Opportunity
1.1
The Government’s plan ‘Before, during and after the London 2012 Games’ makes legacy promises for the 2012 Games that are relevant across this strategy. The first promise – ‘to make the UK a world leading sporting
nation’ – is the touchstone for this Golden Opportunity. The national plan has three headline ambitions:
- Getting more people more active
- Inspiring young people through sport
- Elite achievement
1.2
In Yorkshire and Humber we will pursue three key activities in line with those ambitions. Sport England Yorkshire will champion this Golden opportunity for us working with amongst others, Local Authorities, the public health sector and educators to use sport and physical activity to deliver their own objectives.
What we will do
1.3
We will start by getting 100,000 more adults in the region participating in sport. Working through the Physical Activity Board we will also get 100,000 adults more physically active as part of the Change 4 Life movement. These are mass participation aims for everyone in the region.
1.4
Secondly, we will provide opportunities for all young people to play more sport in school and in the community; remaining active in sport and progressing to elite level. We have already succeeded in getting agreement that the UK School Games will be held in Sheffield in 2011.
1.5
Thirdly, we will develop the region’s growing reputation as a centre of excellence for coaching. Led by Leeds and Sheffield we will position the region as a natural base for elite coaches, athletes and training camps not just for Games but also for other major world and European sporting events. Yorkshire will be the place where coaches, athletes and
teams can live, learn, practice and achieve.
Want to know more?
The best way to learn more about the activity Sport
England will champion is to visit the Sport England website
via www.yorkshire-gold.com or www.sportengland.org.
Active and Engaged Communities
Legacy 01:
More people of all abilities, especially young people, volunteering and engaged in their communities.
Legacy 02:
Yorkshire and Humber to be recognised as a great region for volunteering.
The Opportunity
2.1
There is great potential to use London 2012 to engage people and benefit their communities. Staging the Games will create life-enhancing experiences for volunteers, and it can act as a catalyst to engage, inspire and include communities and individuals. We will encourage people to register as volunteers at London 2012 and develop opportunities locally to promote volunteering and skills development in this region too. There are great opportunities to inspire young people to raise their sights and get involved in positive activities. We will also exploit the potential of sport to tackle racism, to challenge attitudes to disability to improve opportunities for people of all abilities and to bring communities together as equals and friends.
2.2
This Golden Opportunity is about encouraging people to become engaged in a range of activities in their local communities and beyond. It aims to attract more participation in volunteering across our communities and to develop the potential and the skills of the people who volunteer in order to improve their life chances and contribute to community well-being. There is a special focus on inspiring young people to make the most of their potential through believing in and developing themselves, and making an active contribution to society.
2.3
Local Government Yorkshire and Humber will champion the key activities for us, with each of our 22 Local Authorities leading in their area.
What we will do
2.4
We will attract more people into volunteering through a coordinated Yorkshire and Humber Volunteers programme and network, which will provide volunteers with skills development and placement opportunities. Working through the ‘Skills, Employability & Education for 2012’ (‘SEE’) group, this will include a range of existing and new volunteering programmes and activities – accredited where appropriate and including work placements that assist people to up their skills levels, qualifications, confidence and career opportunities. It will also include pre-volunteer programmes (e.g. Personal Best) to help people wanting to become major events volunteers to do so.
2.5
We will raise skill levels, capacity of individuals and inspire young people to engage in positive activities and to better themselves. We will also build on the existing regional London 2012 inspired education opportunities and ‘Get Set’, the official London 2012 Education
Programme for Schools and Colleges.
2.6
We will use the positive messages of the Paralympic Games to enable more disabled people to fully exploit life and work opportunities, engaging a diverse range of partners and stakeholders to ensure that the social and economic impact on the region is maximized.
Want to know more?
The best way to find out more about what your Local Authority is doing is to visit their website. A full list of Local Authority Websites can be found via www.yorkshire-gold.com or at www.lgyh.gov.uk.
A Carnival of Culture
Legacy 01:
Widened participation in culture, including new and unexpected cultural and physical experiences for the people of Yorkshire.
Legacy 02:
Enhanced profile and perception of Yorkshire and Humber’s cultural offer within and beyond the region.
The Opportunity
3.1
The region’s cultural offer of attractions and experiences around the Games will stimulate people who live here and seduce tourists to visit. The region will be part of the UK Cultural Olympiad, complementing activity in London whilst making our own unique contribution. Culture will also add to the way other opportunities are delivered, bringing an edge of creativity and surprise that makes the region stand out. We want people to look back on the period of 2009 to 2017 as the start of a renaissance of the region’s culture and creativity.
3.2
Arts Council England, based in Dewsbury will act as Champions on our actions on culture, working through the Carnival of Culture Steering Group.
What we will do
3.3
We will deliver a distinct and imaginative four year cultural programme up to 2012 which will involve and delight residents and visitors, with contributions from Local Authorities, cultural agencies and the Legacy Trust – but mostly from Yorkshire people.
3.4
We will make a strong contribution to the London 2012 Cultural Olympiad, ensuring regional representation and participation in the national programmes and extensive participation from the region’s cultural community, of which a number of projects will attain the UK-recognised Inspire Mark status.
3.5
We will deliver activity which stokes young people’s enthusiasm and engagement with culture and physical activity and which drives ambition and achievement.
Want to know more?
The best way to learn more about plans for cultural activity in the region is via www.yorkshire-gold.com.
Enhanced Profile and Tourism Potential
Legacy 01:
Higher visitor spend than otherwise, especially from targeted countries and in niche markets.
Legacy 02:
Enhanced awareness, profile and perceptions of Yorkshire and Humber at home and abroad.
The Opportunity
4.1
With visitor interest and the media spotlight primarily on sport in London, we have a great opportunity to ensure the widest possible audience picks up positive images, awareness and messages about Yorkshire. We will work with imagination and vigour in implementing a hard hitting, engaging marketing and communications plan to maximise exposure with target audiences locally, nationally and internationally. This will result in enhancing the profile and perception of Yorkshire which will achieve lasting tourism benefi ts. Positioning the region as the place to enjoy the Games and a place where exciting sports and cultural activity happens will bolster awareness of the region and its reputation in the UK and abroad.
4.2
Maximising the economic benefi ts from tourism in the region is the prime goal. Coupling this with a positive regional profile can also assist in attracting investment, skilled people and entrepreneurs to the region. Dynamic media relations will be essential in capitalising on the opportunities presented by the Games and in positioning Yorkshire and Humber as the region of choice for our visitors and investors.
4.3
Welxome to Yorkshire will champion this area of activity for us.
What we will do
4.4
We will attract more tourists to the region.
4.5
We will welcome the world by making the region a great place to enjoy the Games.
4.6
We will stage major events in the region that attract public interest and raise the region’s profile.
Want to know more?
The best way to fi nd out more about the activities of the Yorkshire Tourist Board is to visit their website via www.yorkshire-gold.com or at www.yorkshire.com.
Winners in Business
Legacy 01:
More businesses winning contracts and increasing their output, market share and employment as a result of heightened innovation and competitiveness.
Legacy 02:
More people with more skills at higher levels than ever before.
The Opportunity
5.1
There will be stiff competition for contracts from the London 2012 Olympic and Paralympic Games, so companies will need to be world class to be successful in their bids.
5.2
The Games is one example of an events industry that is global and growing. Major events, sporting and otherwise, present signifi cant opportunities for regional companies. We need to equip our businesses with the skills and knowledge to identify opportunities and seize them as they arise. The region will take an integrated approach that fosters innovation, enhances skills, develops supply chains and facilitates added value.
5.3
Yorkshire Forward, the Regional Development Agency for Yorkshire and Humber will champion the key activities for us in this area, working with partners including Business Link Yorkshire.
What we will do
5.4
We will create and deliver a Yorkshire Gold Business Club to help the region’s businesses maximise the commercial opportunities presented by the Games.
5.5
We will continue to promote the use of ‘CompeteFor’, the tendering system which enables companies to bid for London 2012 related contracts.
5.6
We will use the catalytic benefi ts of London 2012 to enhance skill levels in sectors which have major Games related opportunities and long term growth potential.
Want to know more?
The best way to learn more about Yorkshire Forward’s support for business in relation to London 2012 is to visit www.yorkshire-gold.com or www.yorkshire-forward.com.
Making it Happen
How are the five themes held together?
i.
Underpinning the delivery of the above aspirations are a number of cross cutting themes which support both Yorkshire Gold and the regional aspiration for Yorkshire to be a great place to live, work and do business. Integral to this is ensuring that the region invests in skills, employment and education opportunities targeted to meet regional priorities and make the most of the opportunities afforded by the Games. You can fi nd out more about this area at www.yhrsp.com.
ii.
This strategy is intentionally high level. Its focus is on strategic direction, outcomes, linkages and leadership. Decisions about the detail of what exactly will be done to deliver it – including where, when and by who - are better taken by the bodies best placed to lead action in their area of interest. This includes Local Authorities, regional agencies and partnerships. Action will be at the most local level possible where the desired impact can be cost effectively achieved.
iii.
Making sure communities and businesses can easily get involved will be vital. Many of the best ideas and bundles of energy can spring from individuals, groups and firms working at a local level.
iv.
The Yorkshire Gold Committee for the 2012 Games is a high level group that combines local and thematic interests. It is an embodiment of ‘Team Yorkshire & Humber’ and has the job of steering the action needed to make sure this region contributes to the Games and fully benefi ts from them.
v.
This strategy is committed to the principle of enthusing, inspiring and supporting change rather than conjuring up command and control models to tell local partners what to do. As actions focused on London 2012 are rarely statutory, those driving them need to be keen, willing and able to contribute. They need the latitude and fl exibility to act in ways that suit local circumstances.
vi.
In line with this approach, it is for partners in individual local authority districts, usually led by a local authority, to decide whether and how to develop their local plans. This could be on their own or in collaboration with neighbouring areas.
vii.
Our major cities in particular have a concentration of key assets, wide catchment areas and the capacity to lead action. Other areas too, whether major towns or more rural areas, have great opportunities that some are already keenly exploiting. Often this action will assist in delivering the priorities within Local Area Agreements. These can
cover issues and indicators such as on participation in sport, positive activities, volunteering, and engagement in the arts, community cohesion, obesity, neighbourhood satisfaction and transport.
viii.
There is no set, central resource for funding London 2012 work in the region. Yorkshire Gold is based on utilising existing mainstream funding streams (from European to local level) and using the excitement of
the 2012 Games as a catalyst to achieve more through them, for instance by bringing partners together and raising ambitions. Yorkshire Forward funds the Yorkshire Gold Committee and its secretariat.
ix.
Yorkshire and Humber will continue to support and connect to national planning of the 2012 Games, as well as to make links with other regions and across the North when relevant. Key links are with the London Organising Committee of the Olympic and Paralympic Games
(LOCOG), the Olympic Delivery Authority (ODA) and the Government Olympic Executive (GOE). This strategy covers all the key topic areas used nationally.
x.
The Yorkshire Gold website www.yorkshire-gold.com is the first place to go to if you want to find out more about the 2012 Games in Yorkshire and Humber.
A sustainable games
i.
LOCOG has displayed leadership and ambition in striving to make the Games a model of environmental good practice. Yorkshire is also a leader on sustainable development. It was the first to set a stretching greenhouse gas emissions reduction target in its Regional Economic Strategy and this remains a driver of regional action. Yorkshire will make sure that work to deliver Yorkshire Gold is in keeping with the aspiration to make London 2012 a ‘one planet Games’ and with Yorkshire and Humber’s commitment to sustainable development.
Communication and participation
i.
Much of Yorkshire Gold depends upon people and organisations becoming enthused amidst the buzz of the Games. Whether it is a spellbinding Cultural Olympiad; the emotive tug of sportspeople exhausted after giving their all; or the pride instilled by a world coming together in carnival spirit and delighting in the show we have put on; the opportunities to inspire people and change outlooks and behaviours are unsurpassed. Outstanding communication and success in getting
people involved will be all-important in achieving this.
ii.
This strategy, its actions and benefits will be broadcast loud and clear. The prime audience of this document itself is the spread of Yorkshire and Humber stakeholders who can contribute to delivery. National Government is another important audience as we need to ensure that work here and elsewhere in the UK continues to be mutually supportive. Yet ultimately, the key audience to reach with news of what is being achieved and the diverse opportunities on offer is the public. So we will work hard to let people and communities in the region know what is
planned, how to get involved and what results to expect.
iii.
Our approach to communications will be open, enthused and helpful. The Yorkshire Gold brand will be driven by a spirit of open access to encourage widespread application by the public and private sectors, providing a focus for projects delivering tangible and lasting benefits
to communities across the region. The strategy also fully recognises and supports the London 2012 branding guidelines and is committed to endorsing, as appropriate, their use in the regional environment.
Setting outcomes tracking success
i.
The test of how far this strategy makes the lasting difference it aspires to will be the achievement of the 10 Legacies within the 5 Golden Opportunities. Success will mean a tangible legacy of improvements,
some of which will be practical things people can see and experience for themselves.
ii.
Yorkshire Gold activity will contribute to key regional goals spanning diverse areas like business and tourism, physical activity and health. And it will include change that is hard to measure but just as important – like nurturing positive and outward looking perspectives, garnering a reputation for being rich in cultural and sporting endeavour, and being home to communities that are cohesive, contented and inclusive. The change Yorkshire Gold inspires will live long beyond 2012.
iii.
Against all of its outcomes, the region will achieve more than otherwise planned. Buy-in, prioritisation and co-ordination will mean scaled up benefits will happen sooner and last longer. This strategy has not systematically set new targets, although quantifi cation of its impact will be strengthened in each review. It will catalyse local action, grows synergies between hitherto separate areas of work, and encourage and assist agencies to raise levels of performance and to hit and surpass existing targets. For instance it will directly contribute to the Sports Plan for Yorkshire targets for increasing participation in physical activity and the region’s tourism targets. It will further support and amplify progress towards other goals that are just as important, like reducing obesity, improving perceptions of the region as a good place to live, visit and do business, raising and assisting business growth and exports.
iv.
Every six months the Yorkshire Gold Committee report progress to LOCOG, its contents will be available via the Yorkshire Gold website.
v.
This strategy document will also be made available via www.yorkshire-gold.com.
A sustainable games
i.
LOCOG has displayed leadership and ambition in striving to make the Games a model of environmental good practice. Yorkshire is also a leader on sustainable development. It was the first to set a stretching greenhouse gas emissions reduction target in its Regional Economic Strategy and this remains a driver of regional action. Yorkshire will make sure that work to deliver Yorkshire Gold is in keeping with the aspiration to make London 2012 a ‘one planet Games’ and with Yorkshire and Humber’s commitment to sustainable development.
Communication and participation
i.
Much of Yorkshire Gold depends upon people and organisations becoming enthused amidst the buzz of the Games. Whether it is a spellbinding Cultural Olympiad; the emotive tug of sportspeople exhausted after giving their all; or the pride instilled by a world coming together in carnival spirit and delighting in the show we have put on; the opportunities to inspire people and change outlooks and behaviours are unsurpassed. Outstanding communication and success in getting
people involved will be all-important in achieving this.
ii.
This strategy, its actions and benefits will be broadcast loud and clear. The prime audience of this document itself is the spread of Yorkshire and Humber stakeholders who can contribute to delivery. National Government is another important audience as we need to ensure that work here and elsewhere in the UK continues to be mutually supportive. Yet ultimately, the key audience to reach with news of what is being achieved and the diverse opportunities on offer is the public. So we will work hard to let people and communities in the region know what is
planned, how to get involved and what results to expect.
iii.
Our approach to communications will be open, enthused and helpful. The Yorkshire Gold brand will be driven by a spirit of open access to encourage widespread application by the public and private sectors, providing a focus for projects delivering tangible and lasting benefits
to communities across the region. The strategy also fully recognises and supports the London 2012 branding guidelines and is committed to endorsing, as appropriate, their use in the regional environment.
Setting outcomes tracking success
i.
The test of how far this strategy makes the lasting difference it aspires to will be the achievement of the 10 Legacies within the 5 Golden Opportunities. Success will mean a tangible legacy of improvements,
some of which will be practical things people can see and experience for themselves.
ii.
Yorkshire Gold activity will contribute to key regional goals spanning diverse areas like business and tourism, physical activity and health. And it will include change that is hard to measure but just as important – like nurturing positive and outward looking perspectives, garnering a reputation for being rich in cultural and sporting endeavour, and being home to communities that are cohesive, contented and inclusive. The change Yorkshire Gold inspires will live long beyond 2012.
iii.
Against all of its outcomes, the region will achieve more than otherwise planned. Buy-in, prioritisation and co-ordination will mean scaled up benefits will happen sooner and last longer. This strategy has not systematically set new targets, although quantifi cation of its impact will be strengthened in each review. It will catalyse local action, grows synergies between hitherto separate areas of work, and encourage and assist agencies to raise levels of performance and to hit and surpass existing targets. For instance it will directly contribute to the Sports Plan for Yorkshire targets for increasing participation in physical activity and the region’s tourism targets. It will further support and amplify progress
towards other goals that are just as important, like reducing obesity, improving perceptions of the region as a good place to live, visit and do business, raising and assisting business growth and exports.
iv.
Every six months the Yorkshire Gold Committee report progress to LOCOG, its contents will be available via the Yorkshire Gold website.
Links Between Yorkshire Gold and national strategy
i.
Yorkshire Gold has been designed to make sense for our own region, its circumstances and goals, whilst at the same time supporting collective work at national level around the Games and their legacy benefits.
This strategy fully covers the three Outcome Areas of the Nations and Regions Group’s Common Strategic Framework produced in 2008 and the more specific areas of work that fall under these. The Table shows how the Golden Opportunities in this document match up with
shared national priorities.
Specific national programmes related to London 2012 are referenced in the relevant sections of this document. In addition to the areas in the table, there is connectivity in key cross cutting areas in both Yorkshire Gold and the Common Strategic Framework. For instance, all five cross cutting themes in Yorkshire Gold (Ambition, Communication & Participation, Inclusion & Diversity; and Sustainability) chime with sentiments and actions within national work.
| Yorkshire Gold Golden Opportunity | Nations and Regions Common Strategic Framework Outcome Areas | ||
|---|---|---|---|
| i) Economic added value | ii) social and community development | iii) sporting participation and physical activity | |
| Sport | sporting participation and infrastructure | ||
| Communities | volunteering, skills / capacities / education | ||
| Cultural | Cultural Olympiad | ||
| Profile & Tourism | more tourism | secure more major events | |
| Business | contract opportunities, skills programmes | ||
