page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48
page 49
page 50
page 51
page 52
page 53
page 54
page 55
page 56
page 57
page 58
page 59
page 60
page 61
page 62
page 63
page 64
page 65
page 66
page 67
page 68
page 69
page 70
page 71
page 72
page 73
page 74
page 75
page 76
page 77
page 78
page 79
page 80
page 81
page 82
page 83
page 84
page 85
page 86
page 87
page 88
page 89
page 90
page 91
page 92
page 93
page 94
page 95
page 96
page 97
page 98
page 99
page 100
page 101
page 102
page 103
page 104
page 105
page 106
page 107
page 108
page 109
page 110

Olympics34 / ConferenCe & Meetings World / issUe 65After the finishing line, WhAt Are the legACy ConClUsions, And is it All AboUt the bAlAnCe sheet?Winners and losers?Historically, there has been a focus on the financial cost of staging Olympics, but the value to the meetings industry from the Games comes in many forms, including improved destination infrastructure and marketing.In China (2008) and the two boycotted Games in Los Angeles (1984) and Russia (1980), the political stakes were high and cities were under huge pressure to improve perceptions.London is under pressure to deliver on legacy, having based its bid case firmly around the issue.Let's start with the money trail, however. Sydney 2000 reported its Games cost US$6.5bn of which the public paid $2.4bn. Sydney's business events rise would appear to be making a good return on that investment.Probably Atlanta (1996) and Athens (2004) present the two extremes for the money men looking for case study financial lessons.Although the Athens Tourism and Development Company maintains the city derived value from its investment, perception is that the 2004 Games acted as a drag on an economy with organisers admitting they should have put more thought into legacy use of venues, many of which stood empty for years. The $15bn cost to the smallest country to stage the Games possibly contributed to the current debt ills. Atlanta 1996, the Games immediately before our case studies began in 2000, is a Games that transformed a provincial backwater with infrastructure improvements. The cost, $1.8bn, is modest by modern standards, and paid for by commercial sponsorship. Organisers claim they even made a profit of $10m.The heavy reliance on corporate sponsorship did, however, led to the accusation that the Games were over-commercialised.A report by European Olympic officials criticised crowding in the Olympic Village, the quality of food and the transport system. A reflection, perhaps, of the downside of taking the commercial big bucks and handing everything to the private sector.Tellingly IOC President Samaranch simply called the Atlanta Games "most exceptional" in a break from protocol. He had traditionally labelled each Games "the best Olympics ever" at the closing ceremony, a practice he resumed in Sydney in 2000.Value in kindIn China, the value of hosting the 2008 Olympic Games lies only partially in the huge infrastructure developments. New perceptions of the country far removed from the old pre-Games stereotypes dominated by political issues and pollution scares.Extravagant opening and closing ceremonies may not please every National Olympic Committee Financial Director, but Sydney and Beijing's creativity certainly delivered the event wow factor.London is hoping for a £2.6bn Olympic bonanza and many venue managers hope the 2012 Games will ignite a traditionally quiet time of year for the meetings industry.Training camps and related facilities for final preparations have already meant good venue bookings. CEO of Dallas-based Meeting Professionals International (MPI), Bruce MacMillan says the Olympics is an events festival as much as a sporting festival. "There is not only huge demand for hotel meeting space, but also for offsite and non-traditional venues. Some corporations and organisations may book a place for the whole Olympiad." Convention Bureau Visit London has drawn up a fair pricing charter and Director of Business Tourism, Tracy Halliwell, says a host city has to look at is the long-term hotel legacy. "Athens and to a certain extent Beijing fell foul of this. You have to make sure people have a good experience," she said. "There was feedback from people panicking that London was too expensive and a difficult destination to do business with. What the charter says is, 'If you use this bunch of people, we can guarantee that you're not going to be ripped off," she added.Kurt Wehinger, GM of the Grand Millennium Beijing, has worked in three Olympic host cities during the Games and says meeting spaces in Beijing were sold at very high rates and were fully booked, although Early Bird customers paid dearly. "Five-star hotels were selling rooms 18 months before the Games for US$800 per night, and in June 2008 asking $250 for the same rooms."Time your meetings run: Citius, Altius, Fortius.

OlympicsISSUE 65 / CONFERENCE & MEETINGS WORLD / 35No debt and we left behind a legacy of privately funded structures the city would not otherwise have had ATLANTA COMMITTEE FOR THE OLYMPIC GAMES Above: The closing ceremony in BeijingKurt Wehinger, GM of the Grand Millennium Beijing:"The hotel business in L.A. Sydney and Beijing was far from expectations; like during the F1 in Singapore where occupancy and rates were just up marginally over normal levels."CEO of Meeting Professionals International (MPI), Bruce MacMillan:"The Olympics is not just a sporting event. It's a huge global gathering place that just happens to have sporting events around it."Visit London's Head of Business and Conventions, Tracy Halliwell:"We don't want to be an Athens, which has not picked up a major events icon." Atlanta's Committee for the Olympic Games: "Afterward, we had no debt and we left behind a legacy of privately funded structures the city would not have seen otherwise."Wisdom from Mount Olympus: