Park naming rights on the cards

Move considered as a way to raise money for Queen Elizabeth Olympic Park maintenance costs.

Queen Elizabeth Olympic Park: must become self-financing by 2018 - image: LLDC
Queen Elizabeth Olympic Park: must become self-financing by 2018 - image: LLDC

Private companies could get their branding on various parts of the Queen Elizabeth Olympic Park as the London Legacy Development Corporation (LLDC) considers naming rights to raise maintenance money.

The park, which fully opened to the public for the first time on 5 April, costs £6m a year in maintenance costs and must become self-financing by 2018.

Head of park operations Mark Camley told the International Association of Horticultural Producers Green City Conference in central London (1 April) that naming rights, revenue through events and charging a levy to new businesses moving into the park - for example, in the 84,000sq m London 2012 Media Centre - would all bring in money to ensure that the 24-hour park is properly maintained.

Camley, who was The Royal Parks chief executive before taking up his current role with the LLDC, pointed out that parts of The Royal Parks are already sponsored but not many people notice.

"If you go into St James's Park, there's the Tiffany Fountain," he said. "There are ways we can embrace naming parts of the park." The fountain was installed during Camley's tenure.

The process can be done in a creative way without any detrimental effect, said Camley. He suggested using "wayfinding" to highlight company products that could be "built into the fabric of the park" and offered the Dorchester Horse Walk in Hyde Park as an example.

"I am in a privileged position to have the Government money but I know the challenges of funding," said Camley. "We need to change the conversation from one of cost to one of value."

In his presentation, just a few days before the final part of the transformation in South Park, he outlined how far the site has come from a scruffy contaminated industrial area to the beautifully landscaped "missing stitch" reconnecting east London to the rest of the capital.

He spoke of a bright "Olympicopolis" future for the park inspired by the Great Exhibition of 1851 and its legacy of museums on Exhibition Road in Kensington. The park can become a cultural and education centre as well as a location for businesses with the Victoria & Albert Museum and University College London tipped to build institutions there. A new cultural quarter is also being built along the River Lea waterfront.

Camley has the comfort of knowing he will pay a fixed amount for park maintenance until 2024 because The Landscape Group holds the 10-year grounds maintenance contract, working alongside Balfour Beatty on the park's facilities.


The number of people to have used the London Aquatics Centre at the Queen Elizabeth Olympic Park in first month of use - 60,000 pool users.

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