Lee Valley Athletic Park

A marketing strategy analysing the present situation of the facility and identifying its future direction



Word Count 1907                                                      November 2008





The purpose of this report is to recommend marketing objectives for the Lee Valley Park Athletics Centre (LVCA) which reflects the corporate vision and strategic aims of the Lee Valley Regional Park Authority.


Desktop research of the Lee Valley Park Authority’s Strategic plans and published data have been used alongside other publicly available information. A comprehensive situational analysis has been employed to assess the Athletics Centre’s strengths and weaknesses, prevailing market conditions and competition. Market segmentation has been used to categorise the Centre’s visitors and to identify target markets (Hudson, 2008).


The Lee Valley Athletics Centre, located at Pickets Lock, North London is the largest athletics centre in the South East region (LVRPA, 2008a). Opened in 2007 it boasts indoor and outdoor tracks, facilities for field events, strength and conditioning suites and seating for 500 spectators indoors and 300 outdoors (LVRPA, 2008a). Its modern facilities draw athletes and visitors from across the country, with 63% of visitors coming the South East region and 21% from outside the South- East (LVRPA 2008b).

The centre is owned and run by Lee Valley Regional Park Authority, a statutory public body with a remit that includes the development of the park for leisure, recreation and sport within the Lee Valley Regional Park, which stretches 26 miles from the Thames to Hertfordshire and Essex (HM Government, 1966).  Lee Valley Regional Park is funded through a levy placed on the Council Tax of London, Hertfordshire and Essex, with residents paying approximately £1 per head of population annually towards the park. It can therefore be argued that the Park Authority must satisfy not only its fee paying customers, but also these local authorities on behalf of their Council Tax payers (LVRPA, 2008c). The athletics centre has a dedicated publicity budget of £4,850 for 2008/09 (LVRPA 2008b).

Corporate aims and objectives

Social Marketing

Marketing is not only concerned with the sale of goods and services for profit, but can be used to promote outcomes thought to be socially beneficial, such as for education or public health (Torkildsen, 2005). These ideals are reflected in the vision and corporate aims of the Lee Valley Regional Park Authority

 Vision statement

In 2007 the Authority published A Vision for 2017 which set out the following statement:

“By 2017 the Lee Valley Regional Park will be a world class destination combining the best of open space, conservation and sporting excellence” (LVRPA,  2007a p.3).

Seven key themes support this vision

1. A champion for open space and biodiversity

2. Play a central role in delivering the 2012 Olympic Legacy

3. A destination for sporting excellence

4. Focused on delivery and continuous improvement

5. An accessible resource for all

6. A major partner in regeneration

7. Promoting and delivering a sustainable environment

(LVRPA, 2007a p.3)

Themes 3 and 5 are particularly relevant to the delivery of a marketing plan for the Athletics centre and are further explained, to;  

Deliver sports and leisure opportunities at all levels to support the government’s agenda   of a more active lifestyle” (p.3) and;

“Attract a wider audience by delivering a community engagement programme which opens and connects the Regional Park to a diverse regional community” (p.7)

The Authority’s 2006/07 performance report (p.15) also highlights corporate aspirations that are relevant to this marketing plan, specifically to:  

“Establish the Lee Valley Park as a regional centre for sports development, facilitating progress to high achievement and producing winners and champions of the future.”

(LVRPA 2007b, P15)

PEST Analysis

The PEST analysis set out below explores the external factors affecting the Athletics centre.

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Competitor Analysis

A competitor analysis has been used to compare the various facilities on offer at the Lee Valley Athletics Centre to those offered by its competitors. The Lee Valley Athletic Centre is a specialized facility and as such should be compared with similar centres around the region. The following centres are considered to be direct competitors of the Lee Valley Athletics Centre and are located between 30 and 60 miles from LVAC:

  • Bedford International Athletics Stadium
  • Chelmsford Sports and Athletics Centre
  • Guilford Spectrum

(LVRPA, 2008b)

The White Hart Lane Athletics Centre is located about 5 miles ...

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