love of freedom -freedom to love

copenhagen 2009 world outgames

copenhagen 2009 world outgames www.copenhagen2009.org

‘‘Copenhagen is backing World Outgames 2009. We invite you to join us and value your participation and support in making this vitally meaningful event possible. World Outgames 2009 demonstrates the spirit of tolerance and acceptance that makes Copenhagen one of the best cities in the world.”

Ritt Bjerregaard, Lord Mayor of Copenhagen

‘‘World Outgames 2009 will strengthen Denmark’s reputa- tion as a tolerant society and a creative nation. The unique combination of sports, culture and human rights makes World Outgames the ideal platform to highlight the many positive features of Denmark that make it attractive to tourists, business people and other players in the global economy.”

The Danish Minister of Culture, Brian Mikkelsen The World Outgames Equation

The last week of July 2009 + Danish summer at its best + Denmark’s vibrating capital + competitions in 40 sports + a human rights conference with participants from over 50 countries + loads of free cultural programmes on the streets + 8,000 lesbians, gays and those in-between + 20,000 of their friends, family and/or partners + artists great and small and a good handful of DJ’s + a film festival, dance festival and choir festival + party fireworks across the skies of Copenhagen + political speeches and new legislation + barbeque parties at Amager Beach + a whole new story about Denmark + 10 inter-

4 national balls + ambassadors, ministers and city councillors flying in from abroad + new local jobs + rainbow flags hanging from the rooftops + new experiences with international, sustainable culture and sports + lots of media coverage from heavy- weight and lightweight local and international media + an abundance of creativity activity and love + and heaps of happy smiles!

All that + not least the ambitious, professional and focused efforts of 15 full-time members of the Outgames team and 2,000 volunteers – yes, this amounts to:

5 6 Copenhagen 2009 World Outgames*

* An international sports, culture and human rights event aimed at making visible and honouring the life forces of the global LGBT (lesbian, gay, bisexual and transsexual) community and focussing on the freedom of all people.

7 contents

Understanding World Outgames 2009: Three pivotal points P 11

World Outgames 2009 aims for… P 15

World Outgames 2009: Facts and expectations P 17

From Montreal to Copenhagen P 19

The World Outgames programme as ‘adventure map’ P 21

The world is coming to Copenhagen – Copenhagen is coming out to the world P 29

Identity Tourism and Cities as ‘Lovemarks’ P 33

What Comes From the Heart Reaches the Heart P 35

World Outgames 2009: Creating Lasting Value for Copenhagen, Denmark and our international partners P 39

Value Base and Success Criteria P 41

Ownership, Organisation and Strategic Partnerships P 43

Established Partnerships and Grassroots P 47

Economy and Alternative Currency P 49

Evaluation P 51

Concluding Comments P 53

8 dear reader

With this prospectus we hope to give you a useful overview of the most important aspects of Copenhagen 2009 World Outgames to date – right from the project’s overall aim, value base and success criteria, to the programme contents, organization, budget and financing.

It’s quite a communication challenge to publicize and describe a project as vast and complex as World Outgames.

Which is why we’ve divided this prospectus into a main text and a series of supplementary fact boxes that describe the specific OutGames projects in more detail.

If you have very little time, please go back to the beginning and read “The World Outgames Equation”. This will give you a sense of the project in about 45 seconds.

If you have a little more time on your hands – but still not enough – we recommend you read ‘‘Facts and Expectations” on page 17. So if you have the time and feel the urge, we’d like to invite you to That will give you the project’s key information in two minutes. our office in Farvergade in the heart of Copenhagen.

If, however, you feel like getting a more comprehensive impression Right now, we just hope that after reading this prospectus you’ll be of the project – which we hope you will – you should read the full even more curious about World Outgames 2009. And will want to main text. support the project so that everyone involved gets the most out of their investment in World Outgames 2009. Finally, if you want both a good and detailed overview of the project and its potential, you should read the main text plus the fact-boxes. On behalf of the OutGames Team, That – give or take – will take you about half an hour. Uffe Elbaek, Director But most of all, we’d like to tell you about the project face-to-face. [email protected]

9 basic concept

basic assumption

core ambition

10 Understanding World Outgames 2009: Three pivotal points

There are 3 pivotal points guiding the entire concept and realiza- tion of World Outgames as an outstanding world diversity event, an event that is primarily – but not only – targeted at the LGBT public1 in Copenhagen in July 2009.

The 3 pivotal points are: • Basic assumption • Basic concept • Core ambition

These 3 pivotal principles can be seen as a departure point for embarking on the more detailed outline of World Outgames 2009 that follows.

1 At World Outgames 2009 we’ve chosen to use the international abbreviation LGBT – Lesbian, Gay, Bisexual and Transgendered – to describe our primary target group. 11 The Global Knowledge Economy Best known among the general public are the research results laid out by the American economist Richard Florida in his books ‘The Rise of the Creative Class’ (2002) and, ‘The Flight of the Creative Class’ (2005) about the links and dynamics between cultural diversity, innovation and value-creation.

It has been demonstrated that this American economic and cultural research is easily transferable to Europe – and not least Scandinavia. This has recently been documented in reports from both Copenhagen Business School and the Danish Ministry of Research and Innovation.

12 The project’s basic assumption during and after the event, will engage people around the world At World Outgames 2009 the guideline for our raison d’être is: according their needs and abilities. World Outgames is in the midst Cultural diversity is a pre-condition for innovation. Which is a of development, and will leave traces long after the event itself is precondition for economic, human and cultural value creation. over. Which is why World Outgames has – and has to have – many strategic partners. In order to strengthen the process, result and That this is not just hot air has been proven by the long list of inter- lasting effect, it’s not only the World Outgames team that has to national reports documenting the decisive factors behind develop- invest time and effort in defining the project’s success criteria and ment and enterprise in the global knowledge economy. ambitions, but also our many vital strategic partners at both a The equation for the basic assumption for World Outgames 2009 political and grassroots level. is therefore: Cultural Diversity = Innovation = Value Creation. This collaboration has resulted in the formulation of a key sentence that makes the core ambition of World Outgames sharper – and The project’s basic concept: broader: If the ‘value equation’ above is extended to the conceptual goal of To release the talent reserves and improve the quality of life of the World Outgames programme then it’s an event that addresses LGBT people in Denmark and the rest of the world. And there- the mind, heart and body. by set focus on the freedom of all people.

Which is why World Outgames in Copenhagen consists of three By achieving more tolerant and, not least, more valorising life equally important programme pillars that both individually and conditions for our LGBT citizens, our society as a whole will gain together represent the different parts of all of us: access to an interesting talent reserve. A talent reserve that, sadly, • Mind: The human rights conference is all too often in many countries and local communities locked up • Heart: The cultural and arts programme behind a wall of prejudice, laws and religious and cultural • Body: The sports programme. oppression.

Thinking of ‘a healthy soul in a healthy body’ makes devising the Bear the three pivotal points – Basic Assumption, Basic concept programme both exciting and challenging. In this perspective, and Core ambition – in mind as you read the prospectus. Let them World Outgames 2009 is not just a sports event or a cultural event guide your reading and help you maintain an overall view of the or a human rights event, but rather a total tour de force that is far project’s many parts and understand the inner logic that allows the more than the sum of its parts. parts to come together in a greater whole. That way you’ll be able to form your own picture of a unique and unified international The project’s core ambition sports, culture and human rights event – an event that everyone World Outgames is not just something that will happen for a week involved can be proud of. sometime in the future. It’s an organic organization that, before,

13 14 World Outgames 2009 aims to create

• An event based on the belief that cultural diversity is a condition for innovation, which is a condition for value creation in society – economically, socially and culturally.

• An event that addresses the head, the heart and the body. The head through the human rights conference, the heart through the culture and art programmes, the body through the sports programme.

• An event whose ambition is to release the talent reserves and elevate the life quality of the LGBT community in Denmark and the rest of the world. And in doing so set focus on the freedom of all people.

15 16 World Outgames 2009: Facts and expectations

• World Outgames 2009 will take place from July 25 to August 2. The rest of the financing will come from public and private funds, sponsors and participation fees. A minimum of 12 million DKK • World Outgames 2009 is an international sports, culture and (approx 1.6 mill Euro) is the estimated income generated by human rights event whose primary target group is homo, bi and participation fees. transsexuals (LGBT people) of all ages and in all countries. • World Outgames as a total event is expected to benefit • But it is also an inclusive event that invites everyone – regardless Copenhagen and Denmark with an income of 120 million DKK of gender, age, sexuality, ethnicity or religious faith – to participate. (approx 16.1 mill Euro), through consumption, hotels, etc.

• It is the second time that World Outgames takes place. The first • The three programme pillars – sports, culture and human rights – time was in Montreal, Canada in 2006. are equally important. In the sports domain there will be 35-40 sports disciplines. The biggest event in the cultural domain – • The event in Copenhagen is expected to attract around 8,000 OutCities – invites 10 international cities to use one a public space paying participants, mainly from Europe, North America and in the city centre to present an arts and culture programme. Australia. The international human rights conferences will focus on 10 professional, cultural and political topics concerning the LGBT • Attracting participants and thereby knowledge and experience from community and will be held at Denmark’s Radio Concert Hall and Eastern Europe, Russia, Asia, Africa and South America is a clear at the IT University. priority - coordinated and supported by an ‘Outreach’ programme. • The daily responsibility for developing, running and evaluating • In addition to the paying participants, World Outgames is World Outgames 2009 lies with the administration team that was expected to attract many other tourists and of course the established at the beginning of 2007. Today the team consists of friends, family and colleagues of the participants. 17 full-time members of staff and an extensive network of volun- teers. • The total number of tourists expected specifically for Outgames is 20,000, plus up to 650,000 other people – from Copenhagen, • The overall responsibility for the project lies with a board of Denmark and the rest of the world – who will experience World directors, whose collective competence reflect the professional Outgames up close as spectators. content, high ambitions and complexity of World Outgames.

• The total budget for World Outgames 2009 is 61 million DKK • The rights to World Outgames are owned by the international (approx 8.2 mill Euro), of which Copenhagen’s Municipality has sports organization GLISA: Gay and Lesbian International Sports already granted the first 23 million DKK (approx 3.1 mill Euro). Association. 17 18 From Montreal to Copenhagen

2009 is only the second time that World Outgames will be held. Copenhagen City Council’s Culture and Leisure Committee visited The first time was in Montreal in 2006, where more than 12,000 World Outgames 2006, after which there was cross-party political paying participants from 110 nations took part – and where the support to apply to host the 2009 World Outgames. And in the total economic yield for the city of Montreal and Canadian society autumn of 2006 Copenhagen signed the contract with GLISA. The was over 70 million Euros. City Council then granted 20 million DKK (approx 2.7 mill Euro) to develop the event, and has since granted an additional 3 million As well as being a huge sports and cultural success, World DKK (approx 0.4 mill Euro). Outgames 2006 was also an important political event for the global LGBT community. With its 1,500 participants and UN This means that in the last week of July 2009 Copenhagen will be representation the human rights conference was the world’s ready to play host to the biggest sports, culture and human rights biggest international conference to date focusing specifically on event in Denmark to date. We’re getting ready to receive the many LGBT people’s living conditions around the world. thousand participants and tourists who will travel to Copenhagen for the sole purpose of attending World Outgames 2009. World Outgames 2006 fully lived up to the success criteria that we have formulated here in Copenhagen for World Outgames 2009 – to make visible and pay tribute to the global LGBT community.

19 copenhagen 2009 world outgames

20 The World Outgames programme as ‘adventure map’

For many of the participants it will be the first time they visit green track, the culture programme as a yellow track, and the Copenhagen and Denmark. We can expect a discerning, critical conference programme as a blue track. Regardless of which track and curious target group – people who have seen, experienced you choose, there are common start and finishing points (the and tried a lot. opening and closing events) and ‘stations’ en route, including wel- come centres, information centres, ‘OutCities’, Amager Beach and Which is why Copenhagen is not entering any kind of misguided ‘The Village’. There will also be other small and large ‘stations’ competition with cities like Berlin, Barcelona or Cape Town. We’re along the way as the participants move along their chosen tracks. making a virtue out of the best that Copenhagen has to offer as a friendly, well organized, relaxed and relatively small city: a city that The sports domain will include at least ten main sports venues. is good to work in, live in – and visit. The cultural domain will include not only some of Copenhagen’s main cultural institutions, but also the city’s streets, squares, and That World Outgames 2009 is an event that addresses the head, alleyways hosting free cultural programmes. And finally, the human heart and body is something we’d like to resound throughout every rights conference will be hosted by Denmark Radio’s brand new single aspect of the project – from the way we communicate about concert hall and the IT University next door. World Outgames 2009 the project, to the way we open and close Outgames and the way is also hosting a special women’s track where the stations include every single event is run. a camp, a cultural centre, parties and a women’s city space.

We’ve chosen to visualize the Outgames programme as an adven- ture map (see pages 26 & 27) with the sports programme as a

21 Cultural programme market stalls and big screens showing films and transmissions The cultural programme brings culture and art from around of Outgames activities all over the city. The OutgamesVillage the world to Copenhagen. One of the overall goals of the will be set up in a central Copenhagen location. programme is to make World Outgames 2009 relevant and eventful for the people of Copenhagen as well as the city’s At the core of the outdoor cultural programme is the OutCities tourists. So many of Outgames 2009’s cultural activities will project, where we’ve invited global cities to present their very take place outdoors in the city’s public spaces where locals and own arts and culture programme in the streets and squares of tourists will run into events as surprising and entertaining Copenhagen – an international culture festival in the Danish additions to daily life. We’re planning 6-8 outdoor stage pro- capital. grammes with concerts and performances throughout the city. The cultural programme also includes a series of festivals like The Opening Ceremony, where 8,000 participants march into Queer Tango and The LGBT Choir Festival where partici- the city, will undoubtedly be a spectacular highlight for the pants can sign up on the same basis as those competing in participants, as well as locals and tourists. We’re planning to sport disciplines. Each festival will have workshops and hold the Opening Ceremony in the heart of Copenhagen so seminars on the open-air stages throughout the city. everyone in the city can watch the event and performances by national and international stars from the worlds of sport and Finally, World Outgames 2009 is collaborating with a broad culture. range of city cultural institutions, museums and music venues, which are currently planning programmes focussing on As the central meeting place for the World Outgames partici- gender, identity and cultural diversity – the common themes of pants – and interested locals and tourists – we’re building a the entire cultural programme. World Outgames Village of pavilions, lounges, eateries, bars,

22 Human rights conference Outgames’ major international human rights conference will the collation and presentation of a long list of best practices focus on the core concept of World Outgames 2009: freedom and good examples of politicians, activities and initiatives that for all people to live the kind of love we want. Regardless of contribute to the life-quality and liberation of LGBT people who we are and where in the world we live. across the globe.

About 1,000 participants are expected to attend the conference, The conference programme includes high profile speakers and which includes putting LGBT human rights high on the workshops on the different themes – as well as the time and agenda on themes of: space for regional meetings and networking. The programme • Human rights and politics is compiled by World Outgames 2009 in collaboration with • Sports the appointed Co-Presidents Rebeca Sevilla (Peru) and Svend • Culture and media Robinson (Canada), as well as an international panel of 16 • Working environment and rights experts on LGBT human rights from around the world. • Business opportunities for the LGBT community • Education In collaboration with World Outgames 2009 a local • LGBT history Copenhagen conference group with representatives from the • Family and relationships Danish LGBT environment will also contribute to planning • Health the overall framework for the conference. Finally, World Outgames 2009 has also entered strategic partnerships with The conference addresses many of the major political and The Danish Institute for Human Rights, IBM and Amnesty social challenges affecting LGBT people’s lives all around the International, all of whom contribute expertise, competence world. One of the concrete outcomes of the conference will be and networks to the development and dissemination of the conference.

23 Sports programme The sports programme is arranged in collaboration with national and international partners and organizations. We’re expecting 6,500 participants from every continent of the globe in 40 sporting events. In planning and running the event our ambition is to establish partnership models between LGBT sports organizations and established natio- nal and international sports organizations.

The sporting events will take place across a minimum of seven major sports venues in and around Copenhagen. The sports venues have to meet international standards, but the Outgames Team also wants to ensure that they also provide a good social framework for the participants.

So while we’re working on developing the individual sports events at world-class level, it’s also our ambition to genera- te a good social environment for the participants too.

24 Selected sports venues DGI CENTRE BELLAHOEJ SWIMMING HALL Aerobics, dance (standard and Latin) and country/western. Swimming, diving, water polo and synchronized swimming. The DGI Centre is ideal for shows and display sports and will Certain activities may be moved to Oebro Hall and/or other be the centre for sports activities that attract paying guests. swimming facilities. FRIHEDENS SPORTS CENTRE HVIDOVRE VALBY HALL AND VALBY SPORTS PARK Curling, ice hockey and figure skating. Basketball, hockey, football, handball, rugby, floor ball and volleyball. Depending on the number of teams some ball BALLERUP, SKOVLUNDE games may take place elsewhere. Golf and rock climbing.

GROENDALS CENTRE FREDERIKSBERG, KB’S FACILITY Badminton, squash, table tennis, billiards, bridge, martial arts, Tennis. wrestling, shooting and bowling. Groeoendals Centre is a highly flexible multi-sports facility In addition to the individual sports events, there will also be providing the possibility for several events to take place workshops that participants, guests and tourists can sign up for simultaneously. before and during the World Outgames. We’re currently considering workshops on: OESTERBRO STADIUM AND ENVIRONS • Adventure Softball and athletics. • Bodybuilding and fitness The area around Oesterbro Stadium and Faelledparken • Flag football provides endless possibilities for activities and workshops. • Fencing • Gymnastics THE HARBOUR, OERESTADEN AND AMAGER • Kayak polo BEACH PARK • Karate Rowing, triathlon, canoeing, kayaking, roller skating, cycling, • Line dance beach volleyball and running. Copenhagen is an international • Open water swimming city close to water and nature – the perfect location for out- • Petanque door activities. • Taekwondo • Wellness • Yoga.

25 Ballerup, Skovlunde Oerestad

Frihedens Sports Centre, Hvidovre

KB Sports Centre, Frederiksberg

The Harbour

Welcome Centre Opening Cermony OutCities Village Nikolaj Copenhagen Center of The Museum of Copenhagen Contemporary Art

Theme parties

Women’s City Space

MAIN TRACK World Outgames 2009

Women Clubbing SPORTS TRACK

CULTURE TRACK

CONFERENCE TRACK

WOMEN’S TRACK

26 Groendals Centre Oesterbro Stadion Bellahoej Swimminghall copenhagen 2009 world outgames adventure map

Conference Center / Denmark’s Radio

Valby Stadium

– sport IT University

DGI Sports Centre Beach Day/Night – culture & media Info Centre Amager Strand Closing Cermony

– human rights + politics

– business opportunities for the LGBT Community

Club Venues – working environment + rights

Festival Stages – education

The Culture Stage - LGBT History

Queer Spaces – family and relationships

Women’s Camp – health

Night Parties

27 Outreach The Outreach programme is a sponsor programme that supports individuals so that they can participate in World Outgames 2009. Discrimination of LGBT people is a specific issue because homosexuality is illegal in some countries. Discrimination in public and in the home is often the rule rather than the exception – and in most How many people will experience countries an open and visible LGBT existence is simply World Outgames 2009? impossible to imagine. Unfortunately, the countries with The following figures represent the administration’s the worst record of discrimination are also developing estimate of how many people will come into direct contact countries where the majority of people would never be able with the World Outgames programme: to afford to participate in international events. • 30,000 at the opening ceremony Which is why it’s essential to try to make it possible for • 20,000 at the closing ceremony people from these countries to participate in World • 135,000 at the Outgames Village Outgames 2009, where they can meet like-minded people • 97,000 at the specific sports venues and sports events and gain encouragement, strength and courage. We show • 360,000 at the OutCities cultural events in urban spaces. our solidarity by creating the possibility for them to participate – in the sports programme, the cultural A total of 642,000 people are expected to experience World programmes, or the human rights conference. Outgames, either as participants, volunteers or as spectators (N.B. one person can participate in more than one event The Outreach programme’s target group is LGBT people around the city.) from countries in Eastern Europe, South America, Asia and Africa who would not be able to take part without financial support. Support can consist of total or partial coverage of travel costs, free participation in World Outgames 2009, or free room and board. Support will depend on the circum- stances of the individual participant.

We’re working hard to raise 5 million DKK (approx. EUR 0.7 mill) for the programme, which should cover support for about 400 people – about 200 from Eastern Europe and about 200 from South America, Africa and Asia. The sup- port will be divided between 200 sports participants and 200 participants in the cultural programme and human rights conference. (N.B. the budget for the Outreach pro- gramme is not part of the total 61 million DKK (approx. 8.2 mill Euro) budget for World Outgames 2009.) 28 The world is coming to Copenhagen. Copenhagen is coming out to the world

Based on the experience of Montreal, with just over one and a half It is not just a matter of the world coming to Copenhagen, but also years to go before World Outgames 2009 takes place, the of Copenhagen coming out to the world. administration estimates that we can expect a minimum of 8,000 paying guests at the event – 6,500 participants in the sports A Copenhagen – and Denmark – that is open, tolerant, curious programme, 1,000 participants in the conference programme, and and culturally diverse will be showcased to the international 500 in the OutGames participant registered cultural programmes. community. Up to 400 international journalists2 are also expected to come and cover the event and thereby report back to their These 8,000 participants will be primarily from Northern Europe, respective countries via newspapers, radio, TV and the web. North America and Australia. But we’re determined to get partici- pants and speakers – especially for the human rights conference – But it is not just during World Outgames that the world will hear firstly from the former Eastern European countries, especially about the event and its host city. The good story about Russia, and secondly from Africa, Latin America and Asia. Copenhagen and World Outgames 2009 is already being spread via various media around the world and more directly channelled In addition to paying participants, another 20,000 tourists are through specific media agreements in selected countries and expected to visit Copenhagen during World Outgames, i.e. tourists regions. And every month we send a newsletter to over 60,000 who plan to visit Copenhagen specifically for World Outgames. people registered in the database that was passed on to the team in Copenhagen by the organizers of Outgames in Montreal. A total of up to 650,000 people will come into close contact with the World Outgames programme, either by participating as spec- 2 the figures are an estimate made by the tourism organisation Wonderful tators at the opening and closing events, by attending more spe- Copenhagen. cifically spectator-oriented sports events, or by experiencing the many free cultural events that will take place on city squares and streets as part of ‘OutCities’.

29 30 Telling ‘the good story’ about Copenhagen and World Outgames Media agreements 2009 is already in full swing and is essential to draw the positive At the time of writing we’re negotiating various strategic attention the event needs – and deserves. media agreements with both established media and more specifically LGBT media in Scandinavia, Europe, USA, So preparing for World Outgames 2009 goes beyond planning the Australia and Asia. programme, organization and running of the event. It’s also an enormously complex and international communication challenge. All in all there will be approximately 20 media agreements (print and web media) for both coverage of and advertising With the communication strategy the Outgames Team is for the event up to July 2009. implementing we believe that we’ll not only achieve the desired number of participants, but will also achieve a markedly stronger The following agreements are already confirmed: international image for Copenhagen and Denmark – before the • Politiken (Denmark) event even takes place. World Outgames 2009 is therefore a • QX (Sweden) valuable communication platform for Copenhagen and Denmark, • New York Blade (USA) but also for everyone else involved. • Passport Magazine (USA) • Xtras (Canada). The administration’s goal is for Copenhagen and Denmark to get 30,000 new ambassadors who will return to their respective cities and countries and spread the good word about their visit to the Danish capital and the international community they met there.

31 Lovemark Branding theories include categories like brandmark, trademark and trustmark, with ‘lovemark’ at the very top. A ‘lovemark’ is when a consumer or citizen connects LGBT tourism emotionally with the relevant ‘product’ – be it a concrete LGBT tourism is one of the fastest growing new markets product or, as here, a city. An example would be client in the tourism industry. The figures from the US below loyalty to all Apple products (from Macbook to Ipod to give a good idea of a target group that travels a lot, spends Iphone) or the way cities like Berlin and Barcelona are seen a lot and is curious about new travel opportunities and as especially ‘LGBT-friendly’ cities. initiatives. • 9.1% spent at least one night in a hotel over the last 12 With World Outgames 2009, Copenhagen and Denmark months (the average is 14 nights). have a great opportunity to harvest experiences of strategi- • 86% travelled by plane at least once over the last 12 es related to identity-tourism. But not just that: months (the average is 6 plane trips). Copenhagen has a unique chance to become the new • 34.3% have been on a cruise at least once over the last 36 ‘lovemark’ city for the global LGBT community. months. 62% are considering going on a cruise. This number is more than double that of the average American.

The LGBT target group has both a higher degree of disposable income compared to the average American (approximation factor 1.3) and also shows a higher degree of loyalty towards companies that cater to the LGBT community.

32 Identity tourism And cities as ‘lovemarks’

There’s no doubt that many of the people participating in World Denmark as hospitable. The World Outgames participants and Outgames are motivated by identity. The opportunity to take part LGBT tourists should not just feel accepted, but respected and in a major, international event whose main purpose is to ‘release warmly welcomed to Copenhagen both officially and by the locals. the talent reserves and raise the quality of life for the LGBT community in Denmark and the rest of the world’ is enough of a The World Outgames in Montreal achieved the perfect hospitable motivating force to sign up for either the sports, culture or atmosphere for the visiting participants and tourists in 2006 – a mix conference programme. of real pride at being a serious host city for such a big LGBT event, and a lot of joy and celebration on the streets. The first World But World Outgames 2009 is also an identity project for Outgames has become an important chapter in the new story Copenhagen and our international sponsors and collaborators. about Montreal as a dynamic, tolerant big city in North America. Because by being part of such an important, international divers- ity event everyone involved sends a clear signal of tolerance, By making emotional contact and creating a relationship with the modernity, global awareness and the rights of individual citizens to individual participants and tourists Montreal managed to become live the life they choose. All of which is embodied in Outgames a ‘lovemark’ city for the LGBT community, a label that prior to 2009’s slogan: ‘Love of Freedom – Freedom to Love.’ World Outgames had only belonged solely to cities like Berlin, Amsterdam, Barcelona, Cape Town, New York and San Francisco. A decisive factor for the success of World Outgames 2009 is that the participants and visiting tourists experience Copenhagen and

33 • Hot Badminton Tournament – Helsinki, Finland Out to meet the world • GLISA Delegate Congress – New York, USA Below is a list of events where World Outgames will be • LGBT Street Fair – Berlin, Germany physically present with information booths and volunteer • IGLA World Championships – Washington, USA ambassadors in 2008. • NY LGBT Pride – New York, USA • Eurogames – Barcelona, Spain Being physically present at these LGBT events gives us the • Europride – Stockholm, Sweden opportunity for direct contact and dialogue with potentially • Canal Pride – Amsterdam, Holland interested participants so we can make sure that the story • Brighton Pride – Brighton, England about ‘Copenhagen and World Outgames 2009’ reaches the • Copenhagen Pride – Copenhagen, Denmark right LGBT communities and networks. • Manchester Pride – Manchester, England • IGLA World Championships – London, England • Nordic Open – Copenhagen, Denmark • Gender Bender Culture Festival – Bologna, Italy • Asia/Pacific Outgames – Melbourne, Australia • Copenhagen Gay and Lesbian Film Festival – Copenhagen, • EGLSF Conference – Rome, Italy Denmark • ITB Travel Expo – Berlin, Germany • Frankfurt Xmas Tournament – Frankfurt, Germany. • IGLCC General Assembly – Montreal, Canada • IGLTA Convention – Las Vegas, USA • Paris International Badminton – Paris, France

34 What comes from the heart reaches the heart

If Copenhagen is to become a ‘lovemark’ it’s crucial for the With this – and not least the project’s limited resources in mind – project’s communication strategy to directly address the the communication and marketing plan is based on: participants’ personal interests and needs in our stories and • A web-based strategy communication about World Outgames. • A press strategy • A social events and a network strategy On every level it’s important to communicate that we not only respect but also support the life that the individual World First of all, the World Outgames website will be the main meeting Outgames participants have chosen to live. place between participants and the Outgames team and amongst the participants themselves. Which is why the guiding ‘mantra’ for World Outgames communi- cation and marketing is: ‘‘What comes from the heart reaches the Secondly, World Outgames is highly focussed on getting relevant heart.’’ Outgames stories into the Danish, Scandinavian and international media – both established and LGBT media. Or, put more directly, we must never forget who this event is primarily for and what our primary purpose is – namely, to release Thirdly, World Outgames will be visible at many LGBT events in talent reserves and raise the quality of life for LGBT communities in 2008, events like Pride Parades, human rights conferences, sports Denmark and the rest of the world by making visible and honour- events and cultural festivals. ing the life forces in the global LGBT community and setting focus on the freedom of all people.

35 Dialogue ‘Voices from the LGBT edge’ is a coordinated viral- marketing strategy to come into contact and dialogue with ‘LGBT movers and shakers’ in 45 selected cities around the world. The project will include a continuous blog on the World Outgames website containing comments and submissions from identified ‘movers and shakers.’

1,200 people will be asked whether they would like to join as one of the ‘Voices from the LGBT edge’. From each selected city, 25 brave, creative, honest and socially engaged people from the local LGBT community will be Messages invited onto the Outgames ‘dance floor’. They represent a Up to July 2009 the general messages from World diverse group of people of different genders, age, cultures Outgames to the public are: and social, political and religious backgrounds . Together they could become the most wide-ranging, interesting and 2007: essentially global LGBT network to date. • Knowledge: ‘The world is coming OUT in Copenhagen’ • Recruiting volunteers: ‘Help us host the world’ The selected cities are: • Emotional engagement: ‘‘Remember Stonewall. Love of Vancouver, Montreal and Toronto, New York, Boston, freedom – Freedom to love.’ Washington D.C., Los Angeles and San Francisco, Rio de Janeiro, Buenos Aires, Sydney, Melbourne, Wellington and 2008: Auckland, Johannesburg and Cape Town, Istanbul, Madrid, • Action: ‘Sign up for Outgames – order your tickets now.’ Barcelona, Paris, London, Amsterdam, Athens, Rome, • Excitement: ‘There’s much more in store …’ Milan, Vienna, Zurich, Prague, Munich, Berlin, Hamburg, • Support: ‘Welcome on board – we’ve got a lot to do.’ Oslo, Stockholm, Reykjavik, Aarhus and Copenhagen, • Emotional engagement: ‘Stonewall: The movement Riga, Warsaw, St. Petersburg and Moscow, Beijing, Hong marches on’. Kong, Taipei, Tokyo and Bangkok. Messages in 2009: the place to be right now!’ • Summing up: ‘Copenhagen is • Live: ‘World Outgames is amazing!’ • Appreciation: ‘Thank you for coming – see you in 2013.’

36 Running through all three strategies is the use of ‘top-down & But regardless of whether we communicate through established down-up’ viral marketing. This is aimed at established channels channels or new and experimental channels there are three key such as official government systems, embassies and cultural words that characterize all our communication to ensure the institutions. But we’re also spreading good stories about World essence of our slogan, ‘‘what comes from the heart reaches the Outgames via the most interesting and challenging grassroots heart’’: channels, like the ‘movers and shakers’ from 45 selected urban • Authenticity communities around the world in our ‘Voices from the LGBT Edge’ • Spontaneity blog. • Spirit.

37 38 World Outgames: Create lasting value for Copenhagen, Denmark and our international partners

In addition to focusing on quality in creating an event of such • Formulating new political initiatives and measures in the field of magnitude, it’s just as important for World Outgames 2009 to sports, culture and human rights – the basis of World Outgames achieve lasting value for Copenhagen, Denmark and all our inter- 2009. national partners. The clear focus on identity tourism therefore goes hand in hand with a conscious entrepreneur and incubation • Establishing sustainable, long-term partnerships and networks strategy. among a wide range of international players.

Which means that all our external partners – public as well as To make this possible serious collaborative partners from the private – are invited to use World Outgames as a unique platform different sectors connected to the project are a high priority. For to try out new business models, services, products and policy more on this network and partnership perspective see ‘Established initiatives. partners and grassroots’ (page 47).

These initiatives aim to create real results including: • Generating important new knowledge on identity tourism, the experience economy, urban development, diversity strategies and human rights.

39 world outgames copenhagen 2009 unique

• The combination of human rights, culture and sports. An event that addresses the head, the heart, and the body.

• A new and ambitious partnership between grassroots and established institutions and companies. An event that consciously positions itself in the space between the public, the private and the voluntary sectors.

• A happy event with a deeply serious core. • More than a third of the world’s countries criminalize love and sexual relationships between people of the same gender.

• Seven countries in the world still have the death penalty for homosexuality.

• Both Denmark and the rest of the EU are ex- periencing a rise in the number of hate crimes (the internationally acknowledged designation for attacks and threats solely on the grounds of sexual orientation) against LGBT people.

• World Outgames aims to strengthen Copen- hagen’s identity as an internationally and culturally diverse city with the potential to become a ‘lovemark’ city for the global LGBT community.

• The event will create lasting value for Copen- hagen by establishing sustainable – and thereby long-term – new partnerships and networks among important players in Copenhagen/ Denmark and abroad.

relevance

40 Value foundation and success criteria

World Outgames 2009 is based on five clearly defined values and Social innovation a single general – but ambitious – success criteria. This applies to the way new exciting partnership models as well as new relationships are to be formed between established sectors The five values are: (private, public and NGO), institutions and communities and, finally, • Sustainability to trying to find new, simple solutions to old, familiar problems • Cultural diversity (organizational, economic and content-related). • Social innovation • Transparency Transparency • Generosity This applies primarily to the ability of the public and the media to watch over us, but also to giving our closest strategic partners the The Outgames team continuously uses the five values as quality possibility to understand our daily priorities and decisions. filters in establishing priorities and making decisions so the total impact of the event comes across with a clear value-identity. Generosity This applies to the way all the knowledge, contacts and experien- Sustainability ces accumulated throughout World Outgames 2009 are shared This applies to every social relation we enter into – the physical fra- with anyone who wants them or needs them. mework as well as the economic bottom line – ‘people, planet and profit’. We want everyone to feel that they get more from collab- From the very beginning, World Outgames 2009 has had the goal oration than they give. We need to avoid wear and tear on the of creating an event that is both unique and relevant. people and places we’re with and at during the event, and make sure that the economic base is realistic and profitable. World Outgames is to be located as high as possible to the right of the uniqueness-relevance matrix (see the matrix to the left) so Cultural diversity the event is not judged as relevant but boring – or unique but This applies to planning the programme and building up our inter- superficial. nal organization and network of collaborative partners. World Outgames 2009 is to reflect the world that the project plays up When the visitors and locals look back on World Outgames 2009 against and reflects at every level. they should feel they’ve been part of something that moved people and politics.

41 The board of directors of World Outgames Merethe Stagetorn – Chairperson Supreme Court Barrister. Own law firm in Copenhagen.

Merete Lundbye Moeller Lawyer. Partner and Head of Legal Sunstone Capital A/S – Volunteers a major new Nordic venture fund. Running World Outgames 2009 will take about 2,000 volunteers at the peak of the event. Martin Bender Civil economist and BA in Theatre. Event director at The recruitment of these invaluable people will first and Wonderful Copenhagen, the capital’s official conference foremost take place among the local LGBT community and tourism organization. and their friends, family and colleagues. Our ambition then is to reach out to everyone in Copenhagen, regardless of Minna Grooss age, gender or cultural and social background. Writer, documentary filmmaker and free-lance musician. An event as huge and complex as World Outgames needs Finn Terkelsen volunteers with a wide range of experience, competence HD in market economy. Retired assistant director of and, not least, the will to assume responsibility – from Carlsberg. ‘super volunteers’ who have more responsibility and get involved earlier in the planning process, to more practical Ane Skak activists that get involved closer to the opening of the event M.A. Producer and project manager at Denmark’s Radio. itself.

Ole Udsholt When World Outgames is over, the accumulated volunteer- HR-consultant. Board member of Pan Sports and GLISA. related experiences and organizational knowledge will be anchored in a range of central sports and cultural organiza- Elisabeth Moeller Jensen tions in Copenhagen and Denmark. This aim is kept in PhD. in Danish and M.A. in Nordic languages and view at all times to ensure that Copenhagen and Denmark literature. Director of KVINFO – Denmark’s Centre for can become even better and more competent at hosting information on Gender and Women. international sports, cultural and human rights events of the same calibre as World Outgames.

42 Ownership, organization and strategic partnerships

World Outgames 2009 is a private limited company whose formal In addition, various consultation and follow-up groups have been owner is Wonderful Copenhagen. In the terms and conditions it is established, including: clearly stated that any economic profit generated is to be contribu- • The political consultant group at Copenhagen Town Hall, whose ted to non-profit sports, cultural and/or human rights activities. members include the Mayor of Culture Pia Allerslev and the Cultural Director Carsten Haurum. The project’s administrative director Uffe Elbaek was appointed at • The ownership-related consultant group at Wonderful the beginning of 2007. Immediately after the financial director, Per Copenhagen, whose members include financial director Trine Hermansen, head of sponsoring and funding, Carsten Jensen, Fromberg, and Head of Events, Martin Bender. programme director for sport, Tommy Kristoffersen, and programme • The LGBT political consultant group (‘the Salon Group’), whose director for conference/culture events, Michael Stensgaard, were members include all the major players on the LGBT scene in appointed. Copenhagen. • A women’s network whose aim is to ensure a strong women’s The operational and economic responsibility has since rested with presence at World Outgames 2009 – in terms of politics, profile the administrative director and administrative team listed above. and participation.

In autumn 2007 a board of directors for the World Outgames 2009 Organizational model company was established at the request of the administrative The organizational model on the next page shows how decisions director and the rest of the Outgames Team. The chairperson of and competence are structured at World Outgames 2009. the board is Merethe Stagetorn. It is of the utmost importance for the Copenhagen team that the At the same time the first step towards building up the World organization – and therefore the management of World Outgames Outgames organization of volunteers was taken with the appoint- 2009 – lives up to the recommendations laid out by the Danish ment of Mette Bugge as volunteer coordinator. Ministry of Culture. These include clear goal formulation, clear success criteria, clear agreement contracts, solid economic management and, not least, an independent board of directors.

43 Women’s network The women’s network started at a grassroots level among a wide circle of lesbian women in Copenhagen. These women have previously experienced being a minority as both participants and a target group at various national and international LGBT events in the past. Attendance at earlier LGBT sports events has consisted of about 70% men and 30% women. Likewise, the cultural events that Recommendations for the management have taken place in connection with these LGBT events of major cultural projects: have primarily addressed – and appealed to – men. • Cultural projects should be managed by a board of directors and the board should appoint a management The World Outgames women’s network’s goal is equality team. for men and women in both profile, programming and • The board ensures regular follow-ups and secures the participation. development of the project’s goals and strategies. • The board regularly evaluates whether the project’s The network’s main aims are: financial capital is secure in relation to the project’s • To ensure that equality is incorporated at all levels of the strategy, goal, plans, budgets, operation, liquidity and running and planning of World Outgames. capital-related framework and risks. • To have equal numbers of women and men participate in • Members of the daily management are not members of World Outgames 2009. the board. • For the World Outgames cultural programme to include • The members of the board’s competence and experience relevant and quality events for women of all ages. are appropriate to the needs of the project. • For the public to understand that World Outgames is a • The board includes members with competence in the diversity project that operates across gender, age, sexuality, required fields of the arts, business, management and cultural background and religion. economy. • Politicians are not on the board solely by virtue of their political position. • The majority of board members are independent of the interests of the cultural project.

44 World outgames 2009 organisation

Copenhagen Glisa City Council

World outgames 2009 Network model

Wonderful Copenhagen

Network Groups International + national Partners

World Outgames 2009’s Board of Directors

Commercial Partners World Outgames 2009

Director

Consultants

Strategic Partners Economy Communication

Volunteers Sponsorship & funding

Sport Culture Conference

45 Partnerships • Copenhagen IT University • Danish Industry The most important partnerships embarked upon by World • IBM Outgames 2009 to date – a list that just keeps getting longer and more diverse. The list illustrates the diversity of the many THE CULTURAL PROGRAMME: partnerships that the World Outgames Team enters into and • Copenhagen Gay and Lesbian Film Festival relates to every single day. • The Tuborg Foundation • The Copenhagen Homo Choir – Choir Festival THE SPORTS PROGRAMME: • Scandinavian Leathermen (SLM) – Leather and Bear Festival • The National Olympic Committee and Sports Confederation of Denmark • The Museum of Copenhagen – collaboration on a cultural history perspective on a range of events • DGI (The National Danish Performance Team) and DGI greater Copenhagen • Copenhagen Jazz Festival • Denmark’s Radio Choir and Orchestra • DGI national meet 2009 in Holbaek • Dansescenen – Modern Dance Festival • Pan Sports • Copenhagen’s International Theater • Danish Homo-sports • Tango Del Norte • GLISA (Gay Lesbian International Sports Association) • Nikolaj Copenhagen Contemporary Art Centre • EGLSF (European Gay Lesbian Sports Federation) • Danish Fashion Institute • International LGBT sports organizations • The National Museum of Denmark • Team Copenhagen • The Fotografisk Center • Wonderful Copenhagen • Copenhagen Pride Parade • DGI City • Sabbah. • Copenhagen Municipality facility rentals • Copenhagen Harbour BRIDGING THE PROGRAMMES: • The Oerestad company • SAS • Amager Beach Park • Politiken • The Sports Institute of Copenhagen University • Prime Time Communication A/S • Sports and Biomechanics Institute of Syddansk University. • Wonderful Copenhagen • VisitDenmark THE CONFERENCE PROGRAMME: • The Danish Embassies • LBL (the national association for gays and lesbians) • The Danish Cultural Institute • ILGA World and Europe (International Gay Lesbian Association) • The Confederation of Danish Industries • Copenhagen/Oresund Region • EGLSF (European Gay Lesbian Sports Federation) • CGLcc (Copenhagen Gay and Lesbian Chamber of • GLYO (International Gay Lesbian Youth Organization) Commerce) • IGLHRC (International Gay Lesbian Human Rights Commission) • SAM Headhunting • Kofoeds School • Human Rights Watch • Bullitt Film • Human Rights Institute • BDP incoming travel agency. • Amnesty International • Denmark’s Radio

46 Established partnerships and grassroots

World Outgames is currently entering a series of key partnerships. is interested in using the new knowledge, experience and/or Partnerships are selected according to the following simple criteria: contacts resulting from World Outgames 2009. This consideration is important in order to achieve lasting value for Copenhagen, a) Is there an overlapping need? Denmark and our international partners. b) Is there a common set of values? c) Is there personal chemistry? Finally, the administration is also focussed on building bridges between established institutions and LGBT-related grassroots A model we use because experience has shown that it is not communities. In relation to the sports programme this involves The enough to meet only two of the above-named criteria in a partner- Danish Olympic Committee and Sports Confederation and Pan ship when time is of the essence. Sports, and in relation to the conference programme, The Human Rights Institute and the National Association of Gays and We also consider whether the company or organization in question Lesbians.

Need

Values Chemistry

47 48 Economy and alternative currencies

World Outgames has a total budget of 61 million DKK (approx 8.2 already been established, for example with Danish Industry, IBM, mill Euro). Copenhagen City Council has already granted 23 million SAS, PrimeTime Communication and the Danish newspaper DKK (approx 3.1 mill Euro). Which means that at the beginning of Politiken. 2008 we still need to raise 40 million DKK (approx 5.3 mill Euro). Economic model The team behind World Outgames 2009 believes that this amount The model below illustrates how the budget is divided: can be raised. If, however, this turns out not to be the case the The model focuses solely on the project’s immediate contents and programme contents and ambition level will be adjusted according economic resources from today until it takes place in July 2009. to the human and economic resources available. World Outgames also operates with alternative capital in the form of the enormous voluntary efforts which many people are already Nevertheless, it is our firm belief that it is possible to achieve the contributing to the project, and which will increase as the project necessary support – both economic and political – to fulfil the moves forward. We continuously discuss how the organization can ambitions and intentions defining the project today. In the initial reward its many volunteers with alternative currencies – currencies period we have also focussed on meetings and contacts and have not measured in hard cash but rather in new professional know- received numerous assurances and declarations of support from ledge, access to new local and international professional and both the public and private sectors. Some partnerships have social networks, cultural inspiration and personal development.

expenses 2007-2009

Unexpected expenses (7%) Salaries (36%)

PR & marketing (10%)

External consultants (4%)

Personnel and travel expenses (5%) Activities (28%) Capacity expenses (10%)

49 Evaluating World Outgames 2009 The evaluation bridges the three programmes of sports, The overall design of the evaluation of World Outgames 2009 culture and human rights with a focus on the following issues: has been developed by the World Outgames Team in collab- • Economy and financial models oration with the PrimaVera Research Programme at The • Tourism economy University of Amsterdam. This development work has focused • Identity development and image on: • Leadership and organization • Generating meaningful experiences • Media coverage • Quantifying the project’s values • Lasting value creation • Developing methods to measure ‘soft’ values against ‘hard’ • Political agenda values. • Partnerships and sponsors • Our goal is that the evaluation of the planning process and • Benchmarking World Outgames and other events running of World Outgames as an event to be carried out by 12 independent professional experts and/or researchers from, Finally, an evaluation of the quality of the specific contents of among others: the three programme pillars will be made. • CBS, Copenhagen Business School • Syddansk University Whether the above evaluation model and ambition become • Roskilde University Centre reality depends entirely on whether it is possible to raise the • Copenhagen University’s Sports Department necessary funding for the evaluation. • The Sports Analysis Institute • BI Business School in Oslo, Norway • Lund University, Sweden • Malmö University, Sweden

50 Evaluation

The chosen model for evaluating World Outgames 2009 is a result up to the ambition of a usable evaluation document by the first of the following parameters: quarter of 2010, at the latest and d) prepare an internal reflection • Evaluation should be carried out by independent, external and documentation practice so that any necessary information professional experts and researchers and data can be continuously collated. • Evaluation should enable the Outgames Team and board to increase their knowledge and competence during the work Whether the evaluation of World Outgames 2009 results in a limit- process leading up to the realization of World Outgames 2009. ed evaluation or a comprehensive evaluation depends entirely on • Evaluation should be made directly available to political decision how far the granting authorities prioritize a serious evaluation and makers so they can immediately assess whether World documentation of the project. Outgames was a smart investment or not. • Evaluation should be completed so that it can be submitted to In the current contracts between World Outgames 2009 and the members of Copenhagen City Council by the first quarter of Copenhagen City Council and World Outgames 2009 and 2010 in order to become a relevant and useful document for the Wonderful Copenhagen, the only parameter stipulated for evalua- discussion of future event strategy. tion is media value for Copenhagen. Such an evaluation would exclude the entire preliminary process of building up the event. It And finally: would also fail to take account of the value of changed attitudes, • Evaluation should be carried out with the economic resources accumulated knowledge or networks that are achieved as a result raised for the purpose: Less money = limited evaluation. More of the event. money = comprehensive evaluation. A comprehensive evaluation would measure and evaluate the The above parameters form the basis for the work the administra- event in terms of its personal, economic and social goals, and tion has done to a) find a relevant research community where the would contribute to the further development of other events in evaluation can be anchored, b) identify relevant professional Denmark and internationally. We are currently applying for public experts and researchers who can be involved on a free-lance and private funding to support this important collation of facts, basis, c) formulate an appropriate time and action plan that lives pooling of knowledge and registering of experience for the future.

51 Comments from members of the board ‘‘It was always my understanding that there is actually no discrimination in Denmark. At least not in my circles. Although already now, through my contact with the project, I may be prepared to modify that view. On the other hand, I’m perfectly aware that discrimination clearly exists in other parts of the world, and since Outgames is global, that in itself is a good reason for the project.” Merethe Stagetorn

‘‘My reason for saying yes to sitting on the Outgames board is to influence an event that culturally, gender-wise and sports-wise holds the potential to send out a positive signal, both nationally and internationally.” Minna Grooss

‘‘As an ‘ordinary’ Danish citizen, I didn’t really believe there was any problem here, even though I sometimes read about some crazy guy attacking a homosexual in the newspapers. That there was anything left to improve here in Denmark first dawned on me when I told a friend about the project and my commitment to it. His first reaction was, ‘‘Aren’t you afraid people will think you are gay?’’ Finn Terkelsen

52 Closing comments

When appointing the board of directors for World Outgames 2009 also motivated by their expectation that their work in realizing the administration asked the selected members two questions: World Outgames 2009 would be at a top professional level – but that it was important for the Outgames team to maintain the • What motivated you to say yes to joining the board? essential engagement and drive that stems from the many volunteer forces. • What do you expect from your work on the board? We hope that this prospectus has given you an impression of how It turned out that all the answers had a common thread – travers- in preparing for World Outgames 2009 our task is to navigate ing profession, age, gender, sexual orientation and political and between professional credibility – organizationally, leadership-wise religious beliefs. The individual board members had decided to say and economically – whilst preserving the creative and critical nerve yes to joining the board of World Outgames because they wanted without which a project like World Outgames would never be to make a positive difference to a serious social issue. They were possible.

53 World Outgames 2009 Aps Farvergade 10 1463 Copenhagen K Denmark Tel. +45 70 2009 37 [email protected] www.copenhagen2009.org

Copenhagen, December 2007

Graphic Design: Smidstrup – design & communication Photos: Christian Alsing, Morten Jerichau, Cees van Roeden and Morten Bjarnhof – Wonderful Copenhagen, Outsports Galleries, Ryan Lee, among others

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