Upon hearing the Olympic Committee's awarding of the 2012 Olympic Games to London in 2005, Trafalgar Square exploded in celebration. Now a second eruption has occurred with the extensive opportunities for business expansion in London and sustainable efforts surrounding the event.

Think London, the city's official foreign direct investment agency, and the U.K. Trade and Investment Agency are blazing a trail across the West Coast with their "Route to 2012: North American Roadshow" in efforts to encourage companies to take advantage of London's environment, both in terms of business and Olympic development.

The goals of the London Olympics are staggering, and so are the costs, with a projected budget of $30 billion. The investment seeks to regenerate one of the most deprived areas in the United Kingdom, fueled by foreign investment and British ingenuity.

During its history, Think London has assisted over 1,000 companies to set up in London. I spoke with Paul Bromelow, Global Sales Director for Think London about using the Olympics as a "catalyst" for massive opportunity. The worldwide economic recession has impacted London, making it attractive to new companies, as property costs have plummeted— "the dollar goes farther in London than it ever has before," Bromelow emphasized.

The Olympic's control of 75,000 contract opportunities combined with London's current state of affairs places Think London in a unique position to drive home sustainable messages. Bromelow said, "Stratford City in East London has historically been an industrial area, thoroughly polluted over the years and we're working to regenerate that location. We're cleaning the waterways and washing millions of tons of soil to create a truly green space in the heart of what was once quite the opposite."

Bromelow added, "There is a lot happening beyond contracts—there is a lot associated with legacy. (We are) trying to create a green wedge of organizations... as we move out geographically from the center of London from the wedge designated as a green development area. We're trying to establish the green commerce zone that is moving through the area being regenerated as part of the Olympic program."

London is poised to become greener and greener with Boris Johnson, Mayor of London, at the wheel, having recently announced a delivery goal of at least 100,000 electric vehicles and a supporting infrastructure by 2020. Tesla's vice president of Business Development, Diarmud O'Connell, was speaking at the event—nearly two weeks away from the showroom opening of the new electric Tesla Roadster at the London Motorexpo 2009.

"We're creating jobs, homes and a legacy, not just for the 2012 Olympics but a legacy for future green industries, green thinking and green space for the people of London as we move forward," Bromelow said.

Dan Epstein, of the Olympic Delivery Authority, spoke to me about the Olympic Park Energy Center, emphasizing the scalability of the project, as the initial power to 2,000-2,400 homes will expand to 10,000-12,000. The plan's purpose, at heart, is to eventually create a series of communities around the park.

The energy center includes a membrane bioreactor, which will help reduce the consumption of potable water, through a partnership between General Electric and Thames Water Limited, a UK-based water utility. The site will also include biomass boilers and a Combined Cooling, Heating and Power (CCHP) plant, which will also provide water heating.

One of the most exciting energy features will be a wind turbine that is nearly 400 feet high, and is intended to provide two megawatts of power, which is being created through a partnership with Ecotricity. "We're looking at some solar, but solar is the most expensive of the technologies," said Epstein. "We've looked at the most cost effective technologies and we believe that in the future consumer solar will have limited success until you get thin film to plaster onto your windows."

Smart meters will be employed in buildings that will have been constructed, ideally, with the least disruption. "At least 50-percent of the materials will be brought by trailer barge rather than by road, and we'll be recycling what we can from the buildings currently on site," expanded Epstein.

"Our velodrome (cycling track) is completely cooled through natural ventilation and in our main multi-use sports center, overhead lighting is provided by solar lamps," said Epstein. Taking into consideration energy efficiency measures, the CCHP plant and the turbine results in about a 50% reduction in carbon demand, he added.

Stimulating portions of the economy, revitalizing a polluted area of the city and working to build global environmental awareness makes these British efforts truly sustainable. Business opportunities can be found through the London 2012 site.