Vision To be the World’s Advocate for Research and Sciences World Research Organization Isis Press World Journal of Managing Events Quarterly Publication ISSN: 1991-1238 (Print) Executive Editor: Dimitri Tassiopoulos Walter Sisulu University, South Africa Website: http://www.unwro.org/isispress.html For more information or to order the World Journal of Managing Events, http://www.unwro.org/isispress/journals/wjmev/index.html Urge your library to subscribe today! With your library’s print subscription, the electronic edition of the journal can be made available campus-wide to all library users! Isis Press 301 Aladdin Tower, El-Nabawi El-Mohandis St, Montazah, Alexandria, Egypt Email: [email protected] Editorial Office: [email protected] © World Research Organization. All Rights Reserved Disclaimer Copyright of this journal as a whole is vested in the World Research Organization (WRO), and no part may be reproduced in whole or in part without the express permission, in writing, of the WRO. It should be noted that any opinion express ed are the responsibility of the individual authors and not of the Executive Editor, Editorial Committee, Editorial Board, or any of the WRO/Isis Press funders, sponsors or employees. Editorial Board Executive Editor Dimitri Tassiopoulos. Walter Sisulu University, South Africa Editorial Board Members Jane Ali-Knight Janet Landey Napier University Party Design of South Africa United Kingdom South Africa Charles Arcodia Ian Mcdonnel University Of Queensland Sydney University of Technology Australia Australia Glen Bowdin Kathleen Nelson Leeds Metropolitan University University of Nevada United Kingdom USA Deborah Breiter William O’Toole University of Central Florida University of Sydney USA Australia Jack Carlsen Melville Saayman Curtin University of Technology North West University Australia South Africa Frédéric Dimanche Julia Rutherford Silvers CERAM Business School Nice - Sophia The Events Management Body of Knowledge Antipolis, France Wmbok) Project, USA Donld Getz Cecilie Smith-Christensen University of Calgary Events Research International (ERi) Canada South Africa/Norway Joe Goldblatt Rhodri Thomas Temple University Leeds Metropolitan University USA United Kingdom Richard George Jo-Ansie Van Wyk University of Cape Town University of South Africa South Africa South Africa Norbert Haydam Gustav Visser Cape Peninsula University of Technology University of Free State South Africa South Africa Heidi Keyser Michelle Whitford EDGE Tourism Solutions University of Queensland South Africa Australi Table of Contents Preface 1 Editorial 3 Article 1: The 2010 FIFA World Cup and Immigration Graham Burton Joseph 5 Article 2: Local Governments must score for their Communities Reuben Baatjies, Coel Kirby 12 Article 3: From Madiba Magic to Media Magic: South Africa’s Media Strategy and the 2010 FIFA World Cup Gerrie Swart 20 Article 4: Bending like Beckham: South Africa bends, FIFA scores Alexandra P Greeff 29 Article 5: 2010: A Dream come true or a Nightmare in the making? Roland Henwood and Rentia Pretorius 37 Article 6 Rights of Passage and Rebel Brothers: South Africa’s Sporting Journey from Pariah to Point-Man Mari-Lise Du Preez 42 Notes for Contributors 51 Preface Dr. Joe Goldblatt, CSEP Temple University School of Tourism and Hospitality Management, Philadelphia, PA [email protected] Emerging Challenges for Sustaining Celebrations Recently I arrived at an international airport two hours in advance of my departure and devoid of all liquids. The electronic ticket kiosk offered me an aisle seat upgrade for $42.00 (USD), a full two inches of additional leg room for $64.00 (USD), or something called economy plus for over $200.00 (USD). I declined each of the upgrade offers and was told by the machine that because I had not accepted an upgrade I would not be assigned a seat until immediately prior to departure. The machine then spit out a card which I assumed was a traditional boarding pass. I handed the card to the security ticket checker and she marked it as approved and then sent me to the final security check point where I removed by shoes, removed my lap top computer, and smiled as a walked through the metal detector. The U.S. Transportation Security Administration (TSA) official asked for my card and I dutifully presented it. At that point he shouted “halt, do not go any further, and freeze.” He then escorted me to a side room and asked for my boarding card. I told him that this was the only card that I received. Obviously I was concerned and explained that the ticket machine had dispensed this card. Next, he escorted me to the airline ticket counter and an argument ensued between TSA and the airline officials. It appears that this airline is the only one that uses Passenger Departure Cards in lieu of boarding passes. Finally, I was given a boarding pass and escorted to the departure gate where the gate agent exchanged the boarding pass for an actual seat assignment card. My seat? A middle seat between two rather large fellow travellers. Neither they nor I was comfortable for the seven hour non stop flight. And did I mention that there was no meal service on this flight? You could, however, purchase a small snack (peanut butter and crackers, cookies, and gum drops) for $5.00 (USD). In the post September 11, 2001 world, as we mark the fifth anniversary of this terrible tragedy, perhaps we should contemplate how we can better plan and deliver safer, more secure, and easier event experiences for our guests? Studies have shown, that in fact, local and regional drive to events, are becoming increasingly popular due to the challenges and unreliability of airline travel. In my opinion, there are four critical touch points that each guest experiences when travelling to and from your event. First, the guest receives the offer, advertisement, or invitation from your organization to attend your event. The offer or invitation should include essential information (date, time, location) but in the post September 11 perhaps the same opportunity could infer that you subscribe to professional principles that promote safety and security. Second, the guest travels to your event. As described earlier, the” travel to” part of the event process is becoming more and more problematic. Therefore, Perhaps event organizers could provide additional information for guests including better directions, options for use of public transportation where possible, and even include on line resources such as travel forms, visa requirements, and passport application information. Third, during the event arrival experience itself, due to changing demographics, the traditional long walk from the parking area to the front gate may be a deterrent to some older guests. Providing ground shuttles or even valet parking (paid by the guest or provided complimentary or through sponsorship by the organizer) would be welcome additions to many guests and may even increase attendance. In my experience, when free parking, valet parking, or easy drop off/pick up of guests is provided, attendance increases. Finally, the travel from or travel home experience is for most guests the final enduring memory. Therefore, providing an efficient egress for your guests through expedient valet parking systems, ease 1 of personal vehicle retrieval or access to public transportation will help insure a positive memory for your departing guests. The event industry is becoming more and more competitive as organizers must compete with mass entertainment such as video games, DVD movies, and other alternatives to attending live events. Therefore, it is increasingly important that every event organizer focus upon the four critical touch points for their guests. These high touch experiences must be clearly defined, seamlessly executed, and excellently delivered. In summary, we must exceed the expectations of our guests by providing dependable and delightful service time after time. We must set new benchmarks for service through better communication and a greater understanding and anticipation of our guests needs. When we do this, we will simultaneously grow the global events industry by offering an alternative to the challenging travel experiences most have come to expect and dread in the post September 11 world. Joe Goldblatt is the Senior Lecturer and executive director for professional development and strategic partnerships at the School of Tourism at Temple University in Philadelphia, PA. Joe is an author and editor of over 20 Event Management books. 2 Editorial The issue of the World Journal of Managing Events (WJME) presents six original papers concerning an interesting theme focusing on 2010 FIFA World Cup, which will be hosted by South Africa. The papers focus on topics that are relevant to managing this mega sports event from various angles such as economic, social, governmental as well as a tourism event. In his article "The 2010 FIFA World Cup and Immigration", Graham Burton Joseph argues that the 2010 FIFA tournament provides a litmus test for the immigration capacity of South Africa. The application of effective management systems could ensure that development related objectives are met and potential threats are averted. In the article "Local Governments must score for their Communities", Reuben Baatjies, Coel Kirby argue that community participation and local economic development, the basic values of local government in South Africa, must inform the planning of development initiatives for, and incidental to, the event in 2010. While a successful World Cup will undoubtedly shine a light on South Africa, as well as stoke economic growth, municipalities will only be truly successful if they can translate this brief glory into an enduring legacy for its most deprived citizens. In the article "From Madiba Magic to Media Magic: South Africa’s Media Strategy and the 2010 FIFA World Cup", Gerrie Swart in this paper assesses South Africa’s media strategy in the run-up to the staging of the event. Team South Africa is playing with a formidable line-up, consisting of the LOC, the South African government and major corporations sponsoring the event.