The Queen Elizabeth Olympic Park (QEOP) opened to the public in 2013/2014. In the preceding ten years the future of this 250-hectare site in east London was subjected to intense debate, planning and envisioning. This paper analyses the evolving vision for the Park during this period. The analysis contributes to the literature on this significant case, but it also helps us to appreciate the challenges associated with event-led urban projects and the design and management of public parks in the twenty-first century. The paper is based on the author's attendance at over thirty seminars, conferences and public events 2004–2014 at which officials and relevant professionals presented their work and ideas about the Park. These presentations were analysed alongside the enormous number of policies, plans and strategies (and accompanying media coverage) published to reveal the sort of place that was envisioned by the professionals hired to shape it.