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The principal stated rationale for bringing the 2012 Olympic Games to London was that it represented a once in a generation opportunity to regenerate the city's East End. And yet, its arrival opens up questions over how problem places within cities are characterised and how selective and power-infused visualisations shape the form and character of urban policy interventions. This paper draws on research conducted on a community of over 200 small businesses that existed on the proposed Olympic Village site in east London before they were evicted in the summer of 2007. It documents the effects of the regeneration on their competitiveness and explores the highly circumscribed politics of contestation that emerged. Collectively, it argues that there should be a greater policy and academic concern with the less visible and 'spectacular' elements of cities and communities who cannot easily be seen, but are vital to urban vibrancy, diversity and sustainability.