View of Aquatics from a Host City Peter Knowles Event Director, Manchester 2008
Sport • Global business of increasing political, social and economic significance • Major sport events used to: - position countries and cities - enhance international image and profile - change perception - catalyse regeneration
• Manchester is a classic case
Manchester - Background • Birthplace of industrial revolution • Decline of traditional industries – 1980’s adult male unemployment 25% • Massive regeneration required • Need to attract new industry and inward investment • No major sport event experience and lack of suitable facilities
Sport Focus • Sport as potential catalyst for regeneration • Olympic Bids 1996 and 2000 provided focus and legacy facilities • Commonwealth Games 2002 delivered: - City’s first ever Sport Strategy - new sport facilities including Aquatics Centre - focus for regeneration of East Manchester - enhanced international image and profile - feel good factor!
What Next ? • City’s first ever major event strategy • Review of city’s facilities and capabilities • Short list of potential sport and cultural events including FINA World Short Course Swimming Championships 2008 • Feasibility studies to identify costs, benefits, potential public sector financial support, winnability etc
Why Aquatics ? • • • • • •
High profile Olympic sport Clean, healthy, attractive image Global superstars Well governed Excellent relationship with British Swimming Major events attract national and regional government financial support • Healthy lifestyle agenda • Legacy potential
Why FINA Short Course World Championships ’08 ? • • • • • •
Event big enough for impact and deliverable Significant economic benefit to host city Global profile Great venue – world’s busiest indoor arena Potential to do things differently Included in British Swimming’s major event strategy – therefore public funding available • Winnable
The Downside ? • Relatively expensive, particularly if using temporary pools in major indoor arena – • Venue availability - one month hire required! • Limited commercial rights for Host City • Swimming not major spectator sport in UK • Would need City’s largest ever investment for single sport event i.e. USD 3 million • However decision made – let’s go for it!
The Process • • • • • • •
Bid Committee established 2003 Bid presented and won, Indianapolis 2004 Organising Company established early 2005 Small board (5) with independent chair Project Director appointed 2005 Core team in place mid 2006 Supervised public procurement process for all contracts and appointments
Our Vision • To do things differently • Set new standards for swimming presentation • Optimise the opportunity presented by temporary pool in world leading concert venue • Play to strengths – Manchester: City of music • Brainstorm - past swimmers, host broadcaster, pop promoters, Great Big Events etc • From this emerged our vision
Swimming as theatre, as a show!
Ideas that made it… • Black pool deck and drape • Swimmers as the stars of the show • Dramatic entrance from beneath the pool deck onto ‘stage’ • Manchester music and dramatic lighting • Swimmer introductions under spotlight • Build to your stars i.e. 8,1,7,2,6,3,5,4 • ‘Clean’ pool deck e.g. transparent chairs • Illuminated podium
….and those that didn’t • Strapline ‘ Swimming just got sexier !’ - vetoed by FINA! • Go to black for athlete introductions - vetoed by broadcasters! • Flashing lights within the pool to celebrate records etc – vetoed by cost! • Athletes to enter stage by ‘capsule’ from below - vetoed by practicality! ….and there were many more !!
So what did it look like ?
The Outcomes • Exceeded all stakeholder expectations • USD 15 million economic benefit • Highest number of spectators and highest commercial income for swimming event in UK • 15,000 young people attended heat sessions free of charge + 35,000 free swims • New swimming infrastructure in Manchester – more teachers, more clubs, better pathways • Gold Medal, Event Look, SportBusiness Sport Awards 2008
Lessons Learned • • • •
Have a clear vision Be bold Recruit good people in good time Don’t underestimate the issues around temporary pools • Provide contingency appropriate for risks • FINA open to new ideas • FINA a challenging but reliable partner
The Future ? • Manchester now recognised as global sport city and regular host of major sport events • City keen to move to the next level i.e. - more world leading sport facilities - global leader in sport science, sport medicine and rehabilitation - world leading leisure tourism destination • City maintains excellent relationships with many IF’s and on-going partnerships with 14 NSF’s
The Future – Aquatics ? • Aquatics struggles to command significant media interest in the UK and many countries • Like many ‘traditional’ sports aquatics is losing out to activities with more youthful, ‘edgy’ appeal • However Manchester continues to invest heavily in aquatic sports – participation, performance and events + healthy lifestyle agenda • City will always be interested in new event ideas and new partnerships e.g. Duel in the Pool ’09
Where Next ? Manchester is a potential partner for FINA should the Federation wish to trial any new aquatics ‘entertainment’ or ‘made for TV’ events intended to:- promote aquatics to a new audience - showcase your stars - attract new commercial partners to the sport But is this something FINA wants to do?