Olympic Legacy and Sports Event Management Parco del Foro Italico - Rome Summary • Who – CONI and CONI Servizi • Where – The Olympic Park • What – Events • How – Case Study: Internazionali BNL d’Italia • Legacy – History Parco del Foro Italico • Conclusion CONI SERVIZI Support the activities of the Support CONI’s Marketing and National Sports Federations institutional activities development activities (FSN) • Enhancement of strategic assets • Exploitation of the Olympic Stadium • Organization of sporting events MISSION ASSETS “To generate value for investments on To achieve the objectives, resources of sport and sports facilities” the Italian National Olympic Committee (CONI) were given to CONI Servizi, including the management of 3 Olympic Training Centres in Italy and the concession of the sports facilities and To develop the economic and social potential the buildings inside the so-called "Parco del Foro Italico“ (PFI). To enhance the Italian sport movement and building facilities through financial planning related also to event management PARCO DEL FORO ITALICO • Located in the northern quadrant of the city, bordered by the slopes of Monte Mario and the river bank of the Tiber. • A recreational and cultural complex, unique in its kind. • Fully integrated with the surrounding environment and the life of the city, able to generate economic and social value. • It enhances and enriches the sports and cultural offer and its accessibility. • Is involved in social, environmental and urban regeneration initiatives. PFI - CONCEPT Concept “Place for sports, entertainment and wellness” SportSport Offer Arts and Culture RetailRetail EntertainmentEntertainment ServicesServices BusinessBusiness Sportsmen and YoungsYoung andand Target Tourists Companies fans families 6 PFI – THE OLYMPIC PARK “Parco del Foro Italico”, the Olympic Park, welcomes more than 5 milions visitors per year. The aim is to improve both the quality and quantity of the visits, making the Park itself the most important sports, cultural and recreational centre in Rome. • Requalifying its assigned areas through the renovation of the existing buildings • Creating structures and services for the development of the industry in the area • Enhacement of the real estates 1 1 Olympic Stadium 10 2 Villetta Ruggeri 9 2 3 Tennis Complex 8 3 4 Centre Court 5 5 Swimming pool Complex 4 6 Foresteria Sud (Hostel) 7 Sala delle Armi IUSM (University of Rome “Foro Italico”) 7 6 8 9 CONI (Palazzo H) 10 Stadio de Marmi EVENTS SCHEDULE The program of events managed by CONI Servizi in 2016 confirmed that Parco del Foro Italico is the ideal location for the organization of major sports and entertainment events. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Football Season RBS 6 Nations Event TIM Cup Final Setting Up/ Golden Gala – Pietro Mennea Dismantling OLYMPIC STADIUM OLYMPIC Summer Concerts Joint Venture Internazionali BNL d’Italia Internazionali di Nuoto - Clear Longines Global Ch. Tour “Il Centrale Live” Entertainment & Disco Stadio dei Marmi PARCO DEL FORO ITALICO National Sports Day Sala delle Armi SITE TRANSFORMATION JOINT VENTURES AND EVENTS 2016 14 February 2016 – Italy vs England Olympic Stadium: Rugby matches 27 February 2016 – Italy vs Scotland Parco del Foro Italico: organization event “Terzo Tempo” Centre Court Stadio Pietrangeli Tennis tournament 2 – 15 May 2016 Tennis Complex Super Tennis Arena Parco del Foro Italico: commercial and entertainment areas (Ballroom) Olympic Stadium: Athletics event 2 June 2016 Stadio dei Marmi: area tecnica per riscaldamento Parco del Foro Italico: commercial and entertainment areas (i.e. Run Fest) Swimming pool Complex: Swimming and diving championships 24 – 26 June 2016 Parco del Foro Italico: commercial and entertainment areas 9 – 11 September 2016 Stadio dei Marmi: Equestrian event and commercial area VALUE CHAIN Enhancement of Business Development of Diversification sports assets development intangible assets Quest for self-sustainability Expand the offer to Customer segmentation with Enhancement of the of the sporting event increase revenues with: the development of a intangible assets through: through profit by: business/VIP offer. • Additional and • Brand development, complementary services • Increasing the number of • High level of spending. and activities, Merchandising, spectators, • More customized services • Sponsors diversification. • Event deseasonalization, • Increasing event with high added value. • Partnership agreements. sponsors, • Reducing costs. STAKEHOLDERS’ OBJECTIVES Stakeholder Objectives • Increasing sport practice • Developing the image of Italy in the world Sports bodies • Giving impetus to industries of the city and of the PFI • Pursuing social, civic and cultural goals • Consolidating the image of its own territory and encourage the flow of tourists Public enities • Encouraging national/local development • Coordinating security • Developing a culture in schools towards sport as a means of socialization • Obtaining brand visibility at national and international level Sponsors and companies in • Associating its image to a successful sport event outourcing • Getting economic returns • Increasing its market share at the regional level • Getting benefits from the event Sports club and associations • Increasing its market share and positioning • Creating the image of a dynamic, relevant and successful sport event Media • Increasing audience, both locallly and nationally/internationally • Obtaining profit margins Tourist operators and other users • Increasing its market share at the regional and international level • Associating its image to a dynamic, relevant, successful sport event CASE STUDY - INTERNAZIONALI BNL D’ITALIA THE TOURNAMENT • Tennis tournament played on outdoor clay courts • Part of the ATP World Tour Masters 1000 and WTA Premier, the best tournaments in the world, second only to the 4 Grand Slam. • First held in Milan, the event moved to Parco del Foro Italico in Rome in 1935. • Starting from the 2011 edition, the tournament adopted the formula "combined", in which the ATP and WTA athletes compete simultaneously. CASE STUDY - INTERNAZIONALI BNL D’ITALIA TODAY • 450.000+ attendance • 200.000+ paying spectators • € 11.000.000+ ticketing revenue • More than 15 days of competition in May • Awarded "Best Fan Experience" in the ATP circuit in 2013 and 2014 for its fan-oriented services. • Other related initiatives include: • Sports activations (Padel) • Educational activations (Racchette di Classe) • Charity events (Tennis with Stars with AS Roma’s Roma Cares) • Night entertainment (Ballroom: 14 events with over 70.000+ attendees) CASE STUDY - INTERNAZIONALI BNL D’ITALIA SITE 2007 2008 2009 2010 2011 CASE STUDY - INTERNAZIONALI BNL D’ITALIA SITE 1. Centre Court 2. Grand Stand Arena 3. Stadio “N. Pietrangeli” 6 4. Ground Area 12 13 4 5. Entrances 12 4 3 6. Sponsor Hospitality 4 1 6 17 7. Welcome Area 2 9 8. Commercial areas 11 8 8 9 9. Food Court 5 15 18 5 10. Operations – Press Area 10 7 16 11. Young Village 14 12. Players Registration - Transportation 13. BNL Lounge 7 14. TV Compound 15. Paddle 16. Registration 17. Players Area 18. Ballroom CASE STUDY - INTERNAZIONALI BNL D’ITALIA PUBLIC AREAS • Infrastructural investments and the redevelopment of the marble, statues and gardens and footpaths have exploited new permanent areas with the aim to improve steadily and continuously the quality of public spaces available for the citizens. • The best viability of the entire complex has also enabled to design new pathways to highlight the artistic and monumental beauty of Parco del Foro Italico. CASE STUDY - INTERNAZIONALI BNL D’ITALIA ORGANIZATION – JOINT VENTURES International Organizations Awarding event National Sports Federations CONI SERVIZI (FSN) • Setting up • Location choice • Infrastructure • Participants • Marketing • Regulation Technical Organizational • Media / Sponsor • Jackpot/Prize aspects aspects • Ticketing / • Judges and Corporate referees Services CASE STUDY - INTERNAZIONALI BNL D’ITALIA ORGANIZATION – JOINT VENTURES Comitato Tecnico di Gestione (CTG) Legal Office Secretary Communication Operations Technical Directorate Directorate Directorate Press office Marketing and sales Sport area TV production support Ticketing Athletes’ Liaison Website and new media Athletes and technical management Event production staff hospitality Management control Event Presentation FORO ITALICO HISTORY • The “Parco del Foro Italico” complex was built in the ‘30s, under the fascism, to give the citizens a place just outside the city to play sport and to take care of their wellness. • The complex was designed and built by two young architects, Enrico del Debbio and Luigi Moretti. FORO ITALICO HISTORY At the beginning the Sport complex was 2 composed by: 1 3 Stadio dei Cipressi (Football and Athletics) 4 Stadio dei Marmi (Multifunctional Athletic Stadium) Accademia della Ginnastica (Gymnastic Building) 5 Complesso Monumentale (Monumental Complex) 6 Accademia dello Sport (Sport Academy) Complesso delle Piscine (Swimming Pool Complex) 7 Complesso del Tennis (Tennis Complex) Foresteria Sud (Hostel for athlets) 8 Sala della Scherma (Fencing Building) Sala delle Armi (Library for Sport Academy) 9 10 - (1940) FORO ITALICO HISTORY (‘30s-’40s) Complesso del Tennis Accademia dello Sport (Tennis Complex) (Sport Academy) Stadio dei Cipressi (1932) 1930 1940 FORO ITALICO HISTORY (‘40s-’60s) Due to the II World War, the construction of the Complex was stopped until the 1950s, when the works were completed in occasion of the