In April, sections of Queen Elizabeth Olympic Park, including the Copper Box Arena, the Aquatics Centre and Lee Valley VeloPark, reopened as spaces for private and public events. Lee Valley Hockey and Tennis Centre also reopened last month, adding to the portfolio of Olympic Park venues available for event hire.
London Legacy Development Corporation (LLDC), which is responsible for the redevelopment of the park, says these venues have proved to be extremely popular for those hosting corporate events.
"The venues at Queen Elizabeth Olympic Park are truly iconic places where people can walk in the footsteps of Team GB's sporting heroes," says a LLDC spokesperson. "This is the first time that brands have been able to book these venues for corporate hospitality and that is an exciting proposition. Together with the beautifully landscaped parklands, companies have the opportunity to tailor their event to suit their needs, from high-end dining and product launches to fun and informal awaydays and charity events."
Earlier this year, the Copper Box Arena and London Aquatics Centre played host to BBC's Sport Relief, which saw live celebrity sports challenges and performances from Kylie Minogue, Little Mix and Katie B, among many other big names.
With the number of major sporting events that took place this summer, and those that are still to come, it is perhaps surprising that these venues have not yet been used to their full potential to tie in with sports-themed events. LLDC says it received no World Cup-themed party requests, but is hopeful that with the Rugby World Cup coming to the Olympic Park in 2015 it will see an increase in bookings.
Daniel Buck, senior activation manager for Lee Valley Regional Park Authority, says transport issues may have made it difficult for companies to consider hospitality events at the VeloPark to tie in with the Tour de France. Nonetheless, he believes that the prestige of the building and the space it offers makes it an attractive venue for events.
Earlier this year, The Cavendish Group and Face Partnership were chosen as preferred suppliers to the venue, and Buck adds that the corporate track cycling offering has proved very popular. The VeloPark also hosted a showcase event for display solutions business NEC over two days in May, with participants enjoying a track bike experience.
The ArcelorMittal Orbit, operated by Cofely GDF Suez, reopened for events in April. Its head of hospitality, Mark Emmerson, says the venue has hosted events for a number of brands, including GLL Sport Foundation, Invictus Games, Make Architects, Museum of London, PricewaterhouseCoopers, SagePay, TimeWarner and others, with events ranging from staff parties to awaydays and receptions, as well as corporate World Cup parties with screenings of England matches.
It also hosted the launch of an arts event - Kadogo - last month for the Greenwich & Docklands International Festival, and the space will also be used for hospitality for the Invictus Games taking place this September, and the Rugby World Cup next year.
Meanwhile, the International Quarter of the Queen Elizabeth Olympic Park has made the most so far of the space's sports-themed potential. During the British Grand Prix weekend of 4-6 July, Formula One fans could visit the F1 FanZone hub and experience the excitement of the event taking place at Silverstone. The hub included F1 driving simulators, a pit-stop challenge and a chill-out zone with live music.