Based on a conference for Europaeum Summer School, 7-13 July 2019

PARIS 2024 AND CITY IMAGE: THE CASE OF AND SAINT DENIS

Marie Delaplace Gustave Eiffel, Lab’Urba, ORME, [email protected] INTRODUCTION Economic Olympic Games: a mega- event which can be linked to Tourism a global urban project Urban aiming to transform the city or the district, as in Barcelone (Gravari-Barbas et Jacquot, 2007) in London (Beucher, Sport Olympic and Environmental 2009, Poynter, 2012) or in Paralympic Beijing (Augustin, 2009, Games Kaplanidou, 2009), in Rio, etc. Image Industrial >Numerous stakes of Olympic Games on host Social cities INTRODUCTION

Numerous stakes of Olympic Games on host cities

Aim of this conference

- To present the interactions between - image and Olympic Games - And the debates around these interrelations

- To show that these interrelations are place-based

- To present the first elements concerning Paris 2024 Paris 2024 image legacy: a place‐based approach OUTLINE)

I The debates around the interrelations between Olympic Games and image

II Paris 2024 case: first results I The debates around interrelations between Olympic Games and image

City image : representation of this city by people “the sum of beliefs, ideas and impressions that a person has of a city" (derived from Crompton, 1979, p. 18)

Image can be very different according to • Type of actors (inhabitants, domestic tourists, foreign tourists, other types of people • A partial bias-viewpoint and sometimes distorted of the reality I The debates around interrelations between Olympic Games and image

• The evolution of the image can be linked to • An exogeneous shock and/or • Policies conducted by local and/or national stakeholders and/or • A more or les spontaneous internal change

• Olympic Games: an external shock but also produced by the stakeholders I The debates around interrelations between Olympic Games and image

The image of Olympic Games "the cumulative interpretation of meanings or associations attributed to Olympic Games by consumers." (derived from Gwinner, 1997, p. 147, quoted by par Xing and Chalip, 2006). But different images An image linked to the Olympic charter (philosophy of life, sports, education, social responsability, equality in sport practices, no discrimination, political neutrality) An image linked to money and corruption (for example, Montreal, Tokyo), etc. An image of white elephants (abandoned Olympic venues (Rio, Athens, etc.) bobsleigh in Sarajevo (JO d’hiver de 1984) https://www.demotivateur.fr/article/installations- olympiques-jo-abandonnees-ruines-6853 lepoint.fr Grandstands for kayaking and canoeing in Athens

Source:https://www.demotivateur.fr/article/installatio ns-olympiques-jo-abandonnees-ruines-6853 lepoint.fr Wikipedia A training pool in Athens (2004 Olympics) https://www.demotivateur.fr/article/installatio I The debates around interrelations between Olympic Games and image

Do Olympic Games impact the image of host cities?

Before the Games

Olympic Games highlight the fact that the city is a city which can compete to attract investment (Müller and Steyaert 2013, Ismayilov, 2012 But Olympic Games can also have a negative image effect due to delays in delivery, budget overruns, strikes, and sometimes even suspicions of corruption (as in Montréal, Khomsi, 2015), Olympic Games can induce Displacement of population Destruction of natural or cultural resources of the city => Conflicts with inhabitants I The debates around interrelations between Olympic Games and image Do Olympic Games impact the image of host cities? During the Games Olympic Games convey to the world the image that the local actors want to give to the city and its possible future (Marais et Arnaud, 2013, Thanh, Kirova & Dareous, 2014, Pappas, 2004) « Opportunities to capture what Bourdieu (1984) has called ‘symbolic capital’, namely a collection of physical attributes and images which attest to its distinction, taste and eminence. », (Essex and Chalkley, 1998) - A tool to communicate and to promote the city at the international scale due to a large couverture médiatique importante, (Hall, 1987, Augustin, 2007, 2008, Essex and Chalkley, 1998, Gold and Gold, 2011, Wang, Xiaokaiti & Zhou, Yang, Liu, & Zhao, 2012; Yu, Wang, & Seo, 2012; Deng, Poon, & Chan, 2016, Kenyon & Bodet, 2018) - A tool which can participate to an image change of the city for inhabitants (Marais, Arnaud, 2013, Kenyon & Bodet, 2018)… I The debates around interrelations between Olympic Games and image Do Olympic Games impact the image of host cities? During the Games

But a non-systematic image effect (Sochi, Muller, 2014), (Brasilia, Rocha & Fink, 2017, Hahm, Tasci & Terry, 2018) More significant for cities and countries less present on the international arena (Ismayilov, 2012, Chappelet, 2016 ) and particularly in less developing or emerging countries (Rocha et Fink, 2017). No effect for well-known cities at the world scale (Kenyon & Bodet, 2018, Lai, 2018) I The debates around interrelations between Olympic Games and image Do Olympic Games impact the image of host cities? During the Games

Olympic Games can also have a negative image effect: • Security problems, congestion (Atlanta, Essex & Brian, 1998), London (Thanh, Kirova & Dareous, 2014), • Not welcoming employees of the tourist sectors

• Induce conflicts with inhabitants(Chen & Tian, 2015, Nunkoo & Gursoy, 2012, Nepal, 2008, Kenyon & Bodet, 2018 ) etc.

Inrease in local taxes due Transports (congestion, to important costs inequalities, etc.)

« The sustainability of mega sporting events depends on the extent to which the host community views are incorporated into the planning process. » (Prayag et al, 2013) I The debates around interrelations between Olympic Games and image

Some debates around the image transfer Parts of a mega-event Image can be transfered to the destination image (Xing & Chalip, 2016) but not the other way around Image of Olympic Games is correlated with the destination image (Lai, 2016) but contrary to Chalip, the interactions work both ways

The direction and the intensity of the image transfer depend on the match between the event image and the destination brand (Xing and Chalip, 2006). I The debates around interrelations between Olympic Games and image

The Olympic Games in Paris: an image of sustainable Games Environmental (cf. the issue concerning the removal of Total among the partners) Social (Games also for inhabitants, solidarity, new jobs etc.) Economic (limited costs)

Image of the Paris and Seine Saint-Denis Paris: an historic, romantic and cultural city II PARIS 2024 CASE

Olympic Games: Friday July 26 2024 – Sunday 11 August 2024

Paralympic Games Wednesday 28 août 2024 –Sunday 8 september 2024 The location in Paris and Seine Saint Denis

marie.delaplace@u‐pem.fr The main sites in Seine-Saint-Denis

marie.delaplace@u‐pem.fr II PARIS 2024 CASE

Urban transformations for Seine Saint-Denis

No white-elephant building projects

Cheaper, greener Olympic Games

Expected positive impacts for local communities especially for the northern suburbs II PARIS 2024 CASE II PARIS 2024 CASE II Paris 2024 case

Criteria influencing the choice of Paris as destination for tourism purpose (based on all sample) Not important Important Criteria % % 54% 46% Presence of relatives 19% 81% Historical and/or architectural landmarks 17% 83% Culture 53% 47% Gastronomy 60% 40% Shopping 80% 20% The Disney Parks 70% 30% Possibility to visit more than one place 62% 38% Reputation of the city 67% 33% Communication on the city 67% 33% Events linked to the destination 87% 13% Professional events 58% 42% Personal events 51% 49% High speed rail services

Source: Delaplace, Pagliara, Perrin, Mermet, 2014 II Paris 2024 case

Image of Paris and Seine Saint-Denis Paris Dreamed city: historical, romantic A city with incivilities, not secure=> How ruthless French robbers have ruined 'romantic' Paris for the Chinese (the local.fr) A bad welcome city, dirty city, strikes, etc.)

A stake in terms of image for a touristic city

A City which is recovering A more dynamic tourism city A younger and a more festive city

But some conflicts in terms of image? II Paris 2024 case

Tourists Paris (75) 20,0% Essonne (91) Hauts‐de‐Seine (92) Seine‐et‐Marne (77) Seine‐Saint‐Denis (93) Val d'Oise (95) Val‐de‐Marne (94) 15,0%

10,0%

5,0%

0,0%

Based on a survey with tourists (2019) and a survey with inhabitants of Ile de France departments (2020) II Paris 2024 case

Source: the local.fr II Paris 2024 case

Image of the Paris and Seine Sain-Denis Seine Saint-Denis 93: popular districts At the international scale, no image or a bad one For inhabitants, forsaken population but also very yourg and dynamic population In France, bad image due to violence and poverty II Paris 2024 case

Image of the Paris and Seine Saint-Denis Seine Saint-Denis 93: popular districts At the international scale, no image or a bad one For inhabitants, forsaken population but also very yourg and dynamic population In France, bad image due to violence and poverty II Paris 2024 case

seine Saint Denis

Attractive aspects

Density

Transportation

Urban

Sport

youth

Negative Image

Dilapited

Suburb

Potential

Culture

Unsafe

Diversity

Poverty

0,0% 2,0% 4,0% 6,0% 8,0% 10,0% 12,0% 14,0% 16,0% 18,0% 20,0%

Based on a survey (2020) with inhabitants of Seine Saint-Denis, work in progress Standard of living per Tarn 18276 Departments unit of consumption (€) Haute-Loire 18247 Somme 18204 Paris 25534 Lozère 18177 Hauts-de-Seine 25348 Indre 18122 Yvelines 24879 Nièvre 18101 Haute-Savoie 23009 Corse-du-Sud 18088 Essonne 22541 Seine-et-Marne 21579 Haute-Corse 18088 Val-de-Marne 21291 Vosges 18063 Haute-Garonne 20992 Allier 18054 Haut-Rhin 20819 Gard 17996 Ain 20661 Dordogne 17977 Rhône 20624 Haute-Marne 17943 Val-d'Oise 20572 Orne 17942 Bas-Rhin 20470 Vaucluse 17940 Isère 20427 Tarn-et-Garonne 17931 Savoie 20395 Côte-d'Or 20172 17880 Alpes-Maritimes 20104 Cantal 17823 Loiret 20057 Lot-et-Garonne 17768 Eure-et-Loir 20045 Ariège 17666 Oise 20034 Aisne 17596 Loire-Atlantique 20008 Pyrénées-Orientales 17477 Doubs 19984 Ardennes 17472 Gironde 19965 Creuse 17125 Ille-et-Vilaine 19810 Aude 17080 Indre-et-Loire 19657 Pyrénées-Atlantiques 19647 Pas-de-Calais 16960 Eure 19638 Seine-Saint-Denis 16615 Marne 19602 II Paris 2024 case II Paris 2024 case

The Olympic Games in Seine Saint-Denis, a tool to Change the image for inhabitants (new or renovated sport infrastrusctures)

A tool to restoring the city

Develop « Out the beaten tracks » tourism

Change the image for investors CONCLUSION: Paris 2024 and the issue of image

The interactions of Olympic Games image and image of the city is place-based

A place-based analysis of Olympic Games must be produced

Main legacy in terms of image for the Seine Saint-Denis

Image of Paris as an historical, cultural and romantic city => How to match with Olympic Games image? RIO

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