The O2 generating £405m a year for London, Why Not

Former Commercial Director at Visit London, David Hornby’s new consultancy Why Not has delivered an impact study for The O2 operator AEG Europe which claims the venue is generating additional income of over £405m a year for London.

The economic impact study on behalf of AEG Europe was the first major commission for Hornby’s new agency, set up with Christian Nelson, previously an advisor with KPMG and PMP.

Hornby says the agency aims to help develop commercial strategies and deliver business growth across a range of industry sectors including sport, major events, hospitality and tourism.

AEG commissioned Why Not to assess the social and economic impact of The O2, since it opened in June 2007. The study evaluated The O2’s position as a visitor attraction, employer and catalyst for regeneration.

“It has been fantastic to work with AEG and a range of London stakeholders to identify the impacts generated by The O2,” says Hornby. “The future looks bright, as we continue to deliver creative and commercial solutions that help our clients grow.”

Before launching Why Not Hornby and Nelson worked on a series of projects in recent months with clients including Red Bull, Eurostar and the England 2018 World Cup bid’s technical team.

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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