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Velocio-
That is very true. But you get the difference, its not just closing the area. Its putting up the barriers, etc etc. Look at how well the Brompton WC's were done last year. Brompton liked the venue and exposure so much, that they have chosen to do it again this year. Doing it on the same weekend as the Ride-100 means they get to split the costs. Redbull should do something similar.
fasih
There is only one place such an event in London should be. That is the Mall and around Bird Cage Walk. The problem shutting down that area is complicated, but it is something that happens a lot so they know how to do it. But its not cheap. The other problem is finding a point in the calendar to do it.