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ANSWERQUESTIONWhat makes Altitude London's venues so perfect for 2012?Scan this with your smart phone QR code app@altitude_360Best Unusual Venue EventsFebruary

EventsFebruary 2012 . . 49 LONDONLead agency: Atom EventsDate: 3 Nov 2011The venue: Chelsea FCBrief: The SMA Trust is a UK charity working to fund medical research into Spinal Muscular Atrophy. The dinner and auction aimed to generate awareness of SMA as well as to raise money. Event challenges: With a dinner for 500 guests, the event had to manage a number of special dietary requirements and in addition to this, many of the guests were children or those in wheelchairs who also required special menus or assistance.The event included the building of an accessible stage and the venue needed to facilitate wheelchairs access.Why the venue was chosen: Chelsea FC was large enough to cater for the event, including seating for 500, wheelchair access, disabled parking and separate areas for volunteers. A Trustee of the SMA Trust, Tessa Rice, said: "We chose the Great Hall for our inaugural fundraising dinner for the novelty factor. We felt that our guests enjoyed a fun evening in a unique setting and we would defi nitely use the space again." Case study: SMA Trust Charity dinner and auctionvisitor numbers and lack of availability for the best spaces in the city. Business will disperse outside of London and if sporting venues can pick up on the sporting theme this year, they should reap the benefi ts."The Royal College of Obstetricians and Gynaecologists' Vanessa Wright, argues the case for using your heritage and location to entice organisers: "Keep rates fair and treat your current clients with respect. Once we hit 2013 you don't want to be remembered for all the wrong reasons." Interim Head of Accommodation and Hospitality Senate House, Vicky La Trobe, says: "Our aim during the Olympics will be to make our facilities as accessible as possible and to showcase our offering. We are looking at all sorts of ways to make journalists welcome, from opening our caf├ęs up so they can pop in, to making sure they have access to rooms for meetings if they need them."Kings Place Events' Business Development Director, Lucy Wright says: "Think out of the box; just because your venue has always been used in a particular way doesn't mean you have to continue using it in this manner. Does your dinner space have fantastic London views? If so it could be a TV studio. Would your auditorium be good for press briefi ngs?" Pestana Hotels and Resorts' Director of Sales and Marketing, Lynette Esposito, says: "From a hotel suppliers perspective, 'getting it right' in 2012 is a fi ne challenge between leveraging the full value of the global Olympic event occasion and, continuing to support the London Mayor's business ethic of 'fair trade'. In addition to innovation, we have kept the cost realistic. This will bring visitors back."Commercial Director of No.11 Cavendish Square, Jonathan Morris, says: "Most venues have excellent working relationships with hotels in the surrounding area. Now is the time to harness those relationships, working together with hotels, venues can create special room packages with extras which can be offered to organisers." Operations Manager for the Cavendish Group, Celia Scholtz, says: "Use February to examine hotel, venue and hospitality availability. By early March make sure bookings have been secured, leaving it late may see you snap up a last minute deal, but there are no guarantees." "Screening of events will be popular, particularly for the opening and closing ceremony and sporting events such as athletics. Venues and organisers need to be sure that a licence to allow the Games to be broadcast is obtained." Events Manager at the UK Supreme Court on Parliament Square, Ayo Onatade, tells CN: "Firstly, wherever your venue is located in London, transport networks will be at stretching point for the duration of the Games and it is inevitable that this will have an impact on guest arrival times and their state of mind when they get to you. Venues might want to consider offering to send a travel update to guests on the situation at your nearest station, by email or text message, a couple of hours before your event, in partnership with your client.Senior Account Manager at event management agency Zibrant, Jo Loft, suggests focusing on fi tness as a meetings virtue: "Work with a chef to create nutritionally-balanced 'peak performance' menus used by athletes for your delegates to sample - and recipes for them to take home. You could ask a bar mixologist to make themed non-alcoholic cocktails based on sports or arrange for a sports coach to guide delegates as to how top athletes prepare mentally for competition. Show delegates how the principles may apply to the corporate setting. Bring in a fi tness expert to show participants some non-sweaty concentration-boosting moves before the meeting and make giveaways sports-orientated. Branded water bottles are a simple option, or swim caps or even delegates' own 'medals'." Rather than trying to loosely theme food for the Olympics, caterer Harbour & Jones says it is better to use this opportunity to use local and seasonal produce, ensuring visitors experience the best of British. We are viewing the Olympics as a potential manmade disaster, so we've got back up plans