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PCF Report: Overview of Provincial FWC 2010 Activities Dr Laurine PCF Report: Overview of Provincial FWC 2010 Activities Dr Laurine Platzky FWC 2010 Western Cape Coordinator 27 July 2010 Cape Town & Western Cape Objectives Host semi-final and events successfully Maximum public benefit and lasting legacy Infrastructure development Economic opportunities Environmental responsibility Social cohesion Desirable destination for investment, trade & tourism Geographic spread beyond Host City to Province Have we succeeded? Social Legacy Football for Hope Centre Preliminary Draw Durban: announcement of 20 centres – Nov 2007 Official Launch – 5 Dec 2009 Africa Day Celebrations - Celebration of our African Teams participating in the World Cup – 29 May 2009 Using the power of football to address issues of tolerance and diversity among our youth Holiday Programme: 11 July 2010 visited by Queen Sophia of Spain Countdown Events – building ‘gees’ among internal (public servants) and external (the public) clients DAYS TO GO e.g. - 1000 days: Grand Parade Five-Aside tournament for disadvantaged youth - 500 days: Flying the Flag - One Year to Go: PGWC Inter-departmental “Best Dressed Fan” day - 100 days: planted 100 trees for 100 days: community gardeners at Philippi Stadium - 50 Days to Go: “Catch the Train” day with MEC Carlisle to promote public transport NATIONAL DAYS e.g. - Women’s Day 2009: 300 girls playing football and learning life skills for 300 days to kick-off - Freedom Day 2010: Topless Bus Tour “Fly the Flag” - Africa Day 2010: “Support all of Africa” youth tournament in Khayelitsha - 16 June 2010: Coaching Day with FIFA at Philippi Stadium - OTHER EVENTS e.g. - Final Draw Soiree (4 Dec 2009) - Launch of Football Friday at Philippi (30 October 2009) - Philippi Test and Opening event: Ajax Legends vs. Santos Legends (20 March 2010) - All Provincial sports day activations 2009 -16th Man Screening (1 June 2010) - Various Brazilian cultural exchange workshops July 2010 Philippi Stadium Philippi Stadium – Pre World Cup Official Opening: 20 Mar 2010 Local Match – Under 19’s Western Cape Sport School vs Greater Philippi United Legends Match – Ajax Cape Town vs Santos 1500 Spectators Other activities to build 2010 hype in Philippi: Launch of Football Friday 100 Days to Go Community Gardeners planted a 100 Trees at the Stadium Local Community painted Philippi vibracrete Philippi Stadium – During the World Cup Handover of an ‘immaculate’ facility (Venue Specific Training Site: VSTS) to OC 9 June 2010 June 16th FIFA hosted a soccer coaching clinic for community, in partnership with PDF & LFA 5th & 7th July Uruguayan team trained at Philippi Stadium Positive Media Coverage for both events Hand-back to PGWC: 13 July 2010 – minor scuffs for repair Philippi Stadium – Post 2010 World Cup Tenant to be announced shortly (10 year lease) Strategic Planning Session to be held with Tenant, Philippi Professional Team, PDF, LFA, PGWC & CoCT officials to ensure all round sustainability Ajax Cape Town and Santos committed to playing at the Stadium & implementing soccer coaching clinics for the community Further requests for use Public Viewing Areas Overview of Provincial FanJol Attendance Overview of FanJol Attendance 40000 35000 30000 25000 20000 15000 Attendance 10000 5000 0 WORCESTER BOLAND VREDENBURG BEAUFORT WEST BREDASDORP GLAS GEORGE ROSEMORE SG LOUWVILLE SG RUSTDENE KASTEEL Districts Incident-free ….. but what if ……..? FanJol Process 2009 Test events: 13 Provincial dryruns & Confeds Cup (Bitou) Project Managed internally: PGWC Significant cost savings: +/ R25 Mill Opportunities for local SMME’s Platform created for Local & International Artists, Entertainers Intergovernmental Relations producing a tangible product Culmination of the “My 2010 School Adventure” Competition – 16th June Children/Youth Holiday Programme FanJol Lessons Learned Modeling and tight project management – using local expertise has a benefit in terms of cost reduction and local empowerment The value of a strategic Marketing and Communication Campaign – Worcester Fanjol positioned as “The Place To Be” Screen Size has to be linked to facility size and projected crowd numbers Municipal support pivotal to an effective Mobilisation Strategy Volunteer Programme 250 Volunteers trained and deployed in the 5 Districts at FanJols, Basecamps, Media & Tourism Centres Integrated intergovernmental planning, coordination and management approach Sound management practices resulted in highly motivated and enthusiastic volunteers performing their duties well 95% Volunteer Retention throughout the World Cup Series of events underway to thank volunteers and Local Organising Committees for their time and efforts Legacy: Database of Trained Volunteers to assist with future events Economic Development & Legacy Key Focus Areas Business linkages: used 2010FWC to profile Western Cape as a business destination: 3 international business breakfasts hosted in collaboration with CoCT, Accelerate CT, Wesgro and Cape Chamber Created international business linkages between local and foreign business Replicate successful model for future major events Skills development: organised customer service training for front-line staff in run-up to 2010FWC: >1900 front-line staff participated in Disney Institute Service Excellence seminars in CT, Eden, Cape Winelands 50 staff underwent two-day SA Host training. DEDT to continue with this training programme beyond 2010 FWC Key Focus Areas (cont) Destination marketing – leveraging 2010FWC to market Cape Town and Western Cape Tangible benefits for tourism and craft Bumper winter season, particularly in Cape Town Hand-crafted World Cup memorabilia Innovative products e.g. kelp vuvuzelas given to VIPs, teams, media Economic IGR: Coordination of economic role-players Province, City and the agencies cooperated to promote tourism, trade and investment before and during the 2010 FWC Collaborative Rapid Response Team Research to be done and published More could have been achieved if collaboration had started some years ago… Cape Media Services Cape Media Services Cape Media Services established between Province and City in 2008 provided welcome, infrastructure and content services for international media to Host international broadcasters at World Broadcasters Meetings in 2009 and 2010, plus Final Draw Contribution to Host City Guide Provincial part produced Host City Media Guide Logistical support for Cape Town Stadium and Cape Town Media Centre (at City Hall) Story leads for international media geared to influence perception and provide a colourful backdrop to the event Content suggestions to media for last three years International Media Helped change perceptions and broaden message beyond ‘readiness’ Generated positive free publicity for Western Cape and built relationships with (inter)national media to position WC as attractive trade, investment and tourism destination for long term PR support for all events e.g. ‘50 days to go Transport event’, Freedom Day bus tour’ and ‘Service Excellence Seminars’ Weekly 2010 FIFA World Cup international newsletters produced Crisis communication strategy produced and implemented Provided information to World Cup journalists in Media Centres in Cape Town Stadium and City Hall PROACTIVE MEDIA STORIES & EVENTS e.g.: World Cup Team Tourism readiness press conference World Cup exit snapshot survey (World Cup experience rated 9/10) Oranges for Orange: Press event in cooperation with Stars in Their Eyes and Dutch Consulate for Dutch/Uruguay semi-final Kelp Vuvuzela Press Conference Marketing & Communication DISTRICT LEGACY: Created new models for IGR communications and co-ordination through: - Eden Communication Task team - Province-wide Municipal Branding - Brazilian cultural exchange to Worcester OPERATIONAL LEGACY: Supported new modes of project management: - Commercialised government’s approach to FanJol sponsorships - Event capacity-building workshops LEVERAGE: Communicating to critical audiences - Football Federations: Base Camp Bid Book (Two editions) - Media: Host City Media Guide, Story database - Staff and Stakeholders: Single Message Lanyards (Two editions), Internal 2010 brand identity - Public: PGWC 2010 website, countdown events, final draw poster/insert - Visitors: Eden info kiosk Base Camps Base Camp Legacy Upgraded infrastructure and training venues (Outeniqua Stadium, Loerie Park and Pezula) French Federation donated €100 000 to lay a synthetic playing surface + training programme 50 local coaches Danes committed to upgrade three sports facilities in disadvantaged areas of Knysna JFA visit to Lawaaikamp and possible future investments in sports facilities Hotel and facility owners geared to receive teams who may wish to prepare here in future Municipal officials exposed to international best practice via GTZ programme, study tours and 2010 reality Base Camp – Media Engagement Assisted District and Local Municipalities to set up media centres in base camps of Japan, France and Denmark, hosting 400 international journalists Maintained healthy relationships with FAs media liaison officers Managed media for arrival of teams at George Airport, in close cooperation with ACSA and FA’s (30 local media + 130 international media of the three teams) Actively supported base camp municipalities in proactive PR approach (media tours, media guide, farewell media releases) Recognition of the value of a common a approach to leveraging Trade, Tourism and Investment opportunities Legacy: media had a good time in Eden! Monitoring, Evaluation & Information Sharing “2010 and Beyond” Objectives (Post Event) Review
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