DOWN UNDER DOWN AND OVER THE TOP by Charlotte J. DeWitt, CFEE Innovation, information, and legacy were the themes of two recent events conferences held “Down Under” during the southern hemisphere’s winter this past July. Both conferences featured international keynoters interspersed with national experts. 48 IFEA’s ie: the business of international events Fall 2011 Super Events World made its début in developing a plan not just for 2010, but Sydney, Australia, July 20-22, 2011, bring- beyond. The larger goal was to leverage ing together the heavy hitters of Austra- the Games to ensure significant and last- Vancouver: lia’s burgeoning sports world alongside ing benefits for the host region of British A Decade of Social Legacies government tourism experts and cultural Columbia (B.C.), Canada. Provincial • 200 national and international leaders. The conference was produced by government funding of CN$32.5 million sport events were hosted in 34 B.C. terrapinn with sponsorship from Events allowed it to focus on key core areas of communities New South Wales, now a part of Des- sports and recreation, the arts, volunteer- • 595,000 students engaged in daily tination NSW, a new statutory tourism ism, literacy, and community programs physical activity in their classrooms authority announced in June by George and initiatives—a far broader mandate • 100,000 youth discovered new Souris, Minister for Tourism and Major than simply sports. summer and winter sports Events in New South Wales. • 264,000 people participated in new Eventing the Future ran July 28-29 in Real Legacies… Now community sport programs Hamilton, on New Zealand’s North Is- 2010 Legacies Now is considered a best • 11,200 coaches received training in land, shortly after the Christchurch earth- practice by the International Olympic recreational and high-performance quakes on the country’s South Island. Committee for its efforts to leverage the sports It is the official conference of the New Games to support more than 12,500 • 560 arts and cultural projects en- Zealand Association of Event Profession- programs and projects in more than 400 gaged people throughout B.C. als (NZAEP). The association recently B.C. communities and neighborhoods. • 104 task groups improved literacy was awarded NZ$113,000 (US$89,769) The legacies created by these and other programs in 400 communities and by New Zealand Major Events to further investments are extensive and touched neighborhoods its educational offerings through confer- the lives of more than two million people • 3,600 tourism businesses and 100 ences, regional seminars, a national in British Columbia leading up to the communities focused on accessibil- awards program, and a feasibility study 2010 Winter Games. ity for people with disabilities for certification options. According to Liz So impressed was the International • 4,000 families learned early learn- MacPherson, Deputy Secretary, Tourism, Olympic Organizing Committee with this ing and literacy skills to engage Events, and Consumer Affairs, 96 events model, that they commissioned a case their preschool-aged children have been supported by New Zealand study of it in 2009. • 2,000 organizations used VolWeb.ca Major Events since 1995. to find volunteers for their events. Here are some highlights from the “By implementing social and eco- By 2008, VolWeb.ca was hosting conferences. nomic legacies, host cities have a chance more than 8,000 volunteers and to change a community and a nation 1,600 organizations seeking Legacy forever. 2010 Legacies Now has used the volunteers for their events. Today, In both countries, the issue of legacy Olympic Games as a catalyst for change, the legacy lives on internation- is of foremost concern—understandably and its multitude of initiatives will no ally. This is the program that New so, as the investment in attracting mega doubt influence future host city legacy Zealand’s Rugby World Cup is using events such as the Olympics or the Rugby efforts.” to manage its volunteers. World Cup can be disproportionate to - Dr. Jacques Rogge, President, IOC their immediate economic return. At the Super Events conference in Sydney, Bruce Dewar, CEO of Vancouver, Canada’s LIFT Philanthropy Partners, presented a well-documented and inspirational model of what he describes as “Venture Philanthropy,” applying concepts and techniques from venture capital finance and business management to the world of philanthropy. LIFT evolved from its early beginnings in 1999, when British Columbia (B.C.) was competing against other Canadian provinces to be selected as Canada’s official entry in the bid to host the 2010 Olympic and Paralympic Winter Games. An organization called “2010 Legacy Now” was created the next year with CN$5 million raised for this purpose. By 2002, it had incorporated as a non-profit society, and in 2003 had as a goal increasing the number of B.C. athletes on national and Olympic teams, as well as on the podium at the 2010 Winter Games. But even after having won the support of Canadian citizens and then, the Olym- pic bid itself in 2003, LIFT, then called 2010 Legacy Now, continued its vision of Vancouver 2010 Paralympics. Photo courtesy Patrick Roberge Productions. Fall 2011 IFEA’s ie: the business of international events 49 Destination New South Wales Upcoming Events • The Cure performing at Vivid Festival 2011, Sydney Opera House • Bledisloe Cup (Australia Wallabies vs New Zealand Rugby Union) – a 10-year deal for Sydney • The Addam’s Family to premiere in Sydney at the Capitol Theatre in 2013 • Strictly Ballroom the musical – World Premiere launch, Lyric Theatre in 2015 Vancouver 2010 Paralympics. Photo courtesy Patrick Roberge Productions. • Opera on Sydney Harbour - La Traviata: - March 2012 • 2015 Touch Football World Cup Beyond the Games Australian cities—are about to give it a • Australian Open of Surfing In February 2011, 2010 Legacy Now was run for its money. – Manly Beach – February 2012 rebranded as LIFT Philanthropy Partners. With Victoria Major Events Company’s – a three-year deal Its two main areas of focus are sport and budget at an estimated AU$80 million • Annie the musical returns to healthy living, and literacy and lifelong (US$84.4M) per year, Events Queensland Australia, starting in Sydney at learning-- both, says Dewar, essential to has increased its tourism budget by the Lyric Theatre January 2012 helping people be contributing mem- AU$83M to $157M over four years. Not • Australian Open Grand Prix bers of society and advancing the social to be outdone, Events NSW has boosted Gold (Badminton), SCEC well-being and economic prosperity of its destinations budget by AU$45M over Darling Harbour communities throughout Canada. four years, thanks to an election year • Harry Potter: the exhibition at the To build a social legacy, Dewar recom- commitment by the O’Farrell govern- Powerhouse Museum, Sydney, mends starting early with a multi-year ment. Destination NSW, which will en- from November 2011 plan; offering strategic funding for compass Events NSW and Tourism NSW, • Richard III to show in Sydney at capacity-building, partnership develop- is to be backed by a four-year AU$400M the Lyric Theatre, directed by Sam ment, and sustainability; and recognizing budget, which combines the budgets Mendes, starring Kevin Spacey the power of the event to effect change. from both Events NSW and Tourism – December 2011 An on-going measurement process is NSW, as well as the additional boost to • Tiger Woods to join the all-star essential in order to be able to document the destinations budget. line-up at the 2011 Australian return on investment. www.liftpartners.ca “Tourism and events are an AU$28 Open of Golf, The Lakes Golf Club billion a year business, supporting more • Royal Sydney Golf Club named Australia than 162,500 jobs throughout the State,” as the venue to host the Davis State government support from New says George Souris, Minister for Tourism Cup World Group Play-off South Wales (NSW) is strong, with and Major Events, NSW. To put this in between Australia and Switzer- the creation of Destination NSW, a context, the Australian state’s popula- land (hopefully with Federer and new statutory authority encompassing tion is approximately 7.24 million. By Hewitt both playing) Tourism NSW, Events NSW, the Greater comparison, Massachusetts and Arizona • Sydney to host Qualifiers for 2014 Sydney Partnerships, the Regional Tourism (USA) are each about 6.6 million. FIFA World Cup (soccer) Organizations, and the Homebush Motor During 2008, Massachusetts attracted • Officer and a Gentleman, the musi- Racing Authority. Its goal: to double NSW just under 20 million travelers who cal – World premiere launch in tourism by 2020 from AU$70 billion to spent approximately US$15.6 billion Sydney at the Lyric Theatre AU$115-140 billion, according to Andrew (AU$14.8B using today’s exchange May 2012 McEvoy, Managing Director, Tourism rates), making tourism one of the largest Australia, and increasing international industries in the Commonwealth. These tourism from its current 32% to 45% by numbers, however, do not necessarily a degree of predictability for vacation- 2020. Government support of tourism- include only festivals and events. Tourism planning to Sydney, says Sally Edwards, driving events is critical. Oprah Winfrey’s generated over $962.7 million in state General Manager, Operations and Com- much-publicized trip to Sydney in De- and local tax revenues and supported munications, Destination NSW (Events). cember 2010, complete with an audience 128,800 jobs in 2008. [Source: TNS of 300 people, was estimated at AU$3 Travels America and the US Department Australian Snapshots million and considered a branding suc- of Commerce & USTA’s Economic Impact Di Talty, Director of Strategic Devel- cess for Sydney. of Travel on State Economies] opments at Sydney Harbour Foreshore Melbourne, Victoria, is regarded Following on Sydney’s success in win- Authority, oversees the massive devel- by most Australians as its domestic ning the 2010 IFEA World Festival and opment of Sydney’s Darling Harbour vacation destination of choice in the Event City Award (population over one area.