Major Events Handbook 2019 Edition

MAJOR EVENTS HANDBOOK

2019 EDITION

VIP INTRODUC TION

Your story, expertly told.

Dear Colleagues,

For sports and events. For organisations and brands. From interactive reports to powerful campaigns. We tell your

I am pleased that the annual Major Sports Events Summit is taking place in Birmingham in 2019. With the Games being hosted in Britain‘s second largest city, this is a great opportunity to showcase this vibrant and culturally diverse region which is attracting significant inward investment leading to economic growth.

story through sharp thinking, compelling narrative and intelligent creative that engages and inspires.

The Commonwealth Games Federation is committed to a programme of innovative reforms to drive wider benefits from event hosting. There are a number of initiatives that are in place to ensure that economic legacy is achieved.

This Handbook provides the content for this Summit- and beyond, and takes a city level view of opportunities and how to enhance the visitor experience including games time delivery.

I am delighted that the delegates in Birmingham will be focusing on how to add value to both the Commonwealth Games 2022 and other significant international sports events.

As a Federation we are keen to promote knowledge transfer and sharing experience.

This handbook reflects on past and future activities: including insights from significant and influential organisations and individuals.

It is my privilege to provide this introduction. I look forward to your continued support of the Commonwealth Games Federation objectives and the sports movement generally; which depends on appropriate interaction between the private sector and event host agencies.

I am sure you will find the 2019 Handbook useful. Enjoy your time in Birmingham.

Touchline 83-85 Paul Street, London, EC2A 4NQ, United Kingdom

Dame Louise Martin DBE President, Commonwealth Games Federation t. +44 (0)20 3034 4000 e. info@touchline.com

www.touchline.com MAJOR E VENTS HANDBOOK 2019 03

CONTENTS

VIP INTRODUC TION

Contents INSIGHTS 06 IOC: Faster, Higher, Stronger more sustainable.

08 ASOIF: Insights 12 World Archery: Temporary venue as permanent legacy 16 Birmingham 2022: The story so far 22 GAISF: Sports stakeholders stand out with GAISF’s .sport domain 24 Commonwealth Games Federation: Legacy isn’t something

that happens to you, it happens by you 26 International Surfing Association: On the crest of a wave 32 Esports: The ever-changing world of esports - Nicholas Besombes 35 Unicef UK: What have Major Sports Events got to do with

Children’s Rights?

36 Human Rights: The changing reality of event procurement 39 FISU: Siberian Winter Universiade: a game-changer for student sport 45 Rugby League World Cup 2021: Training Bases 53 World Squash: We don’t like to ‘boast’ but…

59 FIMBA: Adding years to life by adding life to years 61 West Midlands Growth Company: Passion comes from the

‘Heart’ 68 IAAF: IAAF’s challenge: uniquely a marathon and a sprint!

Nicole Jeffery 79 World Sailing: Q&A 83 Curling World Cup: Curling moving off the thin ice 86 Union Cycliste Internationale: UCI Road World Championships:

tradition, evolution and innovation 105 SAMBO: A New Force in the Martial Arts World FEATURES 09 British Cycling - Afex case study 10 The New Norm: How sustainability is changing the face of event

hosting and bidding - Shannan Gove, Rosterfy 18 Sustainable Event Security Success - S2 Global 20 Navigating the major event tech maze - EventsAIR 29 Protecting events against hostile vehicle attacks - Rosehill Security 30 Five reasons why bleeding control solutions are essential at your

event delivery - Tytek Medical 42 Qatar Market Insights - Tilman Engel 46 Critical event Technology provided for Volvo Ocean Race

- Etherlive 49 VIP Entertaining at Major Events – No longer an afterthought Simon Gillespie 0 4 MAJOR E VENTS HANDBOOK 2019

50 Command, Control & Communications (C3) - Controlled Events 55 Investing in Safety - Joe Ryan, RDHS 56 Why Event Organisers Must Understand the Impact of Digital

Media - Chris McMullan 58 Event Technology Services - Etherlive 62 Rugby League World Cup 2021 - Afex case study 63 Compliance is about more than safety - Safe & Trained 64 World Leaders in Computer Based Training - Quadratica 67 How can technology enhance event security? Ian Kerr, Raven Controls 71 FIM Motorcycle Trials World Championship - Giggabox 72 The evolution of sports branding: A journey above par - CSM Live 74 Quality, Innovation, & Flexibility in Partnership - David Tunnicliffe,

GL events 77 Tell it Asset is - Simon Taaffe 84 Sustainability no longer a ‘nice-to-have’ – it’s an essential part of

event planning and delivery - Matthew Campelli 88 6 things we have learnt, that you may want to know - Andrew O’Loughlin 90 Out of Africa - Kezy Mukiri, Zuri Events 93 Gold Coast economy enjoying Commonwealth Games gold 99 “Live long, and prosper” João Sarävia, Frequency-Partners 101 Why bother with permanent cable? Reinaldo Pargas, AVM Tecnology 103 Insurance or Assurance? Tim Otter, Lutra Associates Limited 104 International Media Relationship Best Practice - Jeff Ruffolo MEI 60 A new landscape of collaboration - Andy Rice, MEI 106 The last 12 months in pictures 108 $20 billion Ambition - Dennis Mills, MEI 109 Professional Member Directory 130 Calendar of Events

Disclaimer The opinions expressed by contributors to this publication are not always a reflection of the opinions or the policy of the publishers. Information on services or products contained within editorial sections does not imply recommendation by Major Events International (MEI). No part of this publication can be reproduced in any form without written authority of MEI.

www.majoreventsinternational.com

Welcome It is my pleasure to welcome you to the latest edition of the Major Events Handbook and to thank our contributors for some great content.

We have endeavored to ensure the content reflects the zeitgeist issues of the ‘new norms’, the ever-growing focus on sustainability and enhancing the fan experience. We’re constantly impressed and inspired by the levels of innovation displayed by the suppliers we represent, and the world’s great sports event organisers who continue to challenge them to be ever-more creative with their solutions.

The Handbook is read by a diverse range of Major Event professionals who attend our Summits and who access the content digitally via our e-distribution database.

There are insights here for all, and we are delighted to note the increasing trend for Federations, Governing Bodies and Rights Holders to engage with commercial partners at an early stage of event delivery to minimize cost and maximise efficiencies, revenue and fan engagement opportunities.

This is an unashamed light motif in everything that we do.

Our raison d’etre continues to be the promotion of best practice through knowledge transfer, delivering value-add and enduring relationships for those who take part in spectacular event delivery. Your ideas are always welcome, so please get in touch with suggestions on how we can do more.

Our MO is underpinned by a passion to harness the power of connectivity.

Thank you for your support; the team and I look forward to another rewarding 12 months working with you, and for you.

Dennis Mills CEO, Major Events International MAJOR E VENTS HANDBOOK 2019 05

INSIGHT

INSIGHT

SUSTAINABILITY ESSENTIALS

Faster, Higher, Strongermore sustainable.

WHAT IS REQUIRED? This is about understanding how your impact on society can be reduced by doing more with less, such as questioning if a purchase is really needed or whether it could be done in a different way such as challenging excessive specifications, renting an item or buying a service instead of a product.

Where do your products and services come from? New IOC guides will help you source them more sustainably

WHERE DOES IT COME FROM AND WHO MADE IT? We live in an increasingly globalised society. Many of the products we enjoy in everyday life have been sourced and produced in locations from all over the world. The production of products or delivery of services can have damaging human rights or environmental impacts. For example, what are the working conditions in the factories where the product was made or adopted by a provider of services? Labour standards are a hugely important issue these days, and high-profile entities like sports bodies and sports event organisers can be under considerable scrutiny from campaign groups and the media.

The International Olympic Committee (IOC) has recently released two guides to help International Sports Federations (IFs), National Olympic Committees (NOCs), sport organisations and the Organising Committees for the Olympic Games (OCOGs) source goods and services in a more sustainable way.

WHAT IS IT MADE OF?

OLYMPIC GAMES GUIDE ON

What is sustainable sourcing and why is it important?

Sustainable Sourcing

The new publications complement the IOC’s own Supplier Code, which outlines the requirements related to human rights, labour conditions, waste management, transport and ethics that apply to IOC suppliers.

WHAT IS IT WRAPPED IN? Packaging is a major issue in terms of waste management and resource use. Aim to optimise packaging wherever possible and emphasise the need for recycled and recyclable materials to be used in any packaging that is required. Suppliers should take responsibility for taking back and reusing or recycling their own packaging, but this doesn’t happen automatically and should be specified in the contract.

Sustainability is a central concept of Olympic Agenda 2020, the strategic roadmap for the future of the Olympic Movement, and sustainable sourcing is one of the most critical aspects of the IOC Sustainability Strategy.

WHAT WILL HAPPEN TO IT AFTERWARDS? The responsible disposal of goods and materials after their initial use is a key concern. If this is not considered at the beginning (i.e. when specifying requirements in tender documents), there can be a lot of unexpected costs in storage and disposal. Can goods be returned, donated, reused, recycled or otherwise reprocessed into something useful? By extending the useful life of goods and materials beyond their initial use you would be contributing to the “circular economy”, a rapidly growing discipline within the world of sustainability.

How does it work?

How will the guides help?

The two guides provide detailed advice and step-by-step recommendations on every stage of the sustainable sourcing process.

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0 6 MAJOR E VENTS HANDBOOK 2019

What about the IOC’s own sustainability work?

APRIL 2019

The direct and indirect impacts on the environment, people, communities and businesses largely stem from the goods and services that organisations decide to buy, rent or license – from food, beverages and uniforms to broadcasting rights and sponsorship deals.

To avoid these impacts, sustainable sourcing involves using products and services that meet organisational needs while creating positive social, environmental, ethical and economic outcomes.

Sustainable sourcing covers a wide range of aspects. However, when sourcing goods and services, the IOC recommends five essential questions that should always be asked:

This is about ensuring that products have minimal negative or positive impact on human health and the environment. It is good to give preference to products containing recycled materials and which are recyclable.

Those containing or using toxic or polluting substances should be avoided. Equipment should be efficient in use, notably with regard to energy, water and consumables (e.g. paper, ink, lubricants, etc.), and low noise and vibration.

Addressed to IFs and NOCs and the wider sports sector, the “Sustainable Sourcing in Sport” guide is part of the IOC’s Sustainability Essentials series of practical guides addressed to the Olympic Movement.

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Where can I get help and more information?

The IOC’s Sustainability Team will be happy to help you better understand the guides’ recommendations and identify the most efficient ways of putting them into practice. l contact us at sustainability@olympic.org

MAJOR E VENTS HANDBOOK 2019 07

INSIGHT

CLIENT CASE STUDY

ASOIF

NATIONAL SPORTING FEDERATION BRITISH CYCLING

In a fast-evolving world, sport is increasingly subjected to technological, socio-economic and geo-political developments that all sports governing bodies must anticipate and be prepared to respond to.

CONTACT NAME CHRIS McATEE

JOB TITLE HEAD OF FINANCE & INSURANCE

“British Cycling is the nation’s largest cycling organisation and the national governing body for cyclesport.

Our mission in life is to deliver international sporting success, grow and effectively govern cyclesport and inspire and support people to cycle regularly.”

CURRENCIES TRADED CAD

It is therefore the Association of Summer Olympic International Federations (ASOIF), who has a mission to defend the common interests of and act as a provider of added value to its 33 Summer Olympic International Federations (IFs), has initiated the Future of Global Sport Project in 2018 with the objective to enable the IFs to have an adequate understanding of what the future may look like when they take decisions with long-term impacts.

After almost 12 months’ work, ASOIF launched the Future of Global Sport report in February 2019, which aggregates the views of over 20 thought leaders and decision-makers from sport, business and government. It addresses political, social, technological, legal and economic influences, all of which are impacting IF’s decision-making and the model under which sport will be managed going forward.

It also provides a historical overview of the foundations that underpin organised sport as we know it today and delves into the challenges currently being faced by the world of sport, such as changing consumption behaviours and the increasing complexity of staging major IF and multi-sport mega-events. The report lays out a vision of the future of sports over the next 20 years, stressing a number of recurrent themes and providing key recommendations for the IFs and for ASOIF itself.

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EUR USD

CHF

ANNUAL CURRENCY VOLUME (GBP) £900k

PERCENTAGE OF TURNOVER 2.5%

AUD

Key findings of the report include: -

IFs must demonstrate an exemplary standard of governance in order to maintain the confidence of the media, governments, business and the public at large while also protecting the integrity of their sports;

-

IFs will need to develop a more proactive, creative, commercially driven and collaborative mind set, re-evaluating their role and strategies in favour of increased partnership with the private sector;

- IFs will need to embrace “digital” in earnest, transforming their business models, organisational designs and operational cultures; - Today’s sporting event model will evolve so that true partnerships entailing closer cooperation and balanced risk-sharing among and between stakeholders, including business and government agencies will be a requirement;

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- Athletes with sufficient following are gaining influence in today’s disintermediated media landscape and will need to be offered greater incentives to compete in established events; -

In order to attract new people to participate in and consume their sports, IFs must adapt their strategies to a changing society and to how, in future, people will discover and consume content;

-

If they adapt, IFs will remain widely accepted as unique bodies effectively capable of governing and administrating their sports on a worldwide basis as custodians of the rules, training of judges, managing the events calendar and coordinating and funding global development initiatives, etc.; and

-

It will become increasingly important to have an effective “umbrella” organisation working to promote and defend the Olympic IFs’ collective common interests given the range of major common challenges that IFs share but can never be expected to address individually. l

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HOW CURRENCY RISKS HAVE NEGATIVELY AFFECTED BUSINESS IN THE PAST “Our income is in GBP and our training and competition budgets are set in GBP, any adverse changes in forex rates reduce the effective budgets for the team.”

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The New Norm: How sustainability is changing the face of event hosting and bidding I spent the best part of 3 weeks traveling across Europe earlier this month which really opened my eyes up to what many are calling, the ‘New Norm’. Of the 40+ meetings in six countries I had during that time, it was in Switzerland where this phrase kept on being repeated.

What is the ‘New Norm’?

Essentially, the ‘New Norm’ is the shift in how event bidders view hosting. For decades, hosting sporting events, and the attention it brought, often on the world stage, would be incredibly sought after.

Something monumental and the making of destinations. Whilst this may still be true for a number of major events around the world, the level of scrutiny we now apply to the impact of hosting has never been so high. And rightly so.

The New Norm reflects societal changes that, in this case, put sustainability and accountability ahead of the glamour and notoriety associated with hosting major events. That shift in dynamic is something impacting everyone in the hosting ecosystem. Walking through SportAccord in Bangkok last year as I’m sure many of you were, that shift can be seen first-hand. Where once host cities were pitching to international federations and rights holders, today, it’s starting to move the other way around.

Factors driving the changes in attitudes towards hosting After discussing this at length around Europe, there are three key factors driving the New Norm, as I see them, including: 1. Sustainability: This is the buzz word; how do we become more sustainable and further the efforts of projects, bids, and campaigns in the future?

2. Price: In a large number of cases, host cities are being put off based on the price vs. reward, and for many, hosting just doesn’t stack up anymore if old ways continue.

3. Technology: Efficiency and cost savings through the implementation of the right technology is one of the most important factors facing both sides here. To date, flexible, cost-effective and scalable technology just hasn’t been in a position to really help, though that is now changing.

Technology is at the heart of reforming how we think of hosting. It touches everything from the human impact to infrastructure, marketing and to broadcast.

Take Olympic broadcast services (OBS) as an example, a solution that goes across all Olympic events. Previously these broadcast services would go out to multiple tenders each event. The IOC now has a best in class technology solutions which has allowed this to all be centralized.

The rise of internalization and tech-savvy teams

Reinventing legacy through technology

Every major international federation in sport is proactively looking for ways to internalize their technology and systems for the events they are involved with for two main reasons.

The SuperBowl in 2017 is a perfect example.

Working with the city of Houston, we helped them to engage with a volunteer base of over 35,000 and through the technology, we now have available, every single one of those volunteers can stay in touch for multiple events for years to come. Leaving that legacy and connecting those communities once the event has gone. Houston now has a readymade community and network of enthused volunteers, ready to act and support their city whenever the next big show rolls into town.

1. To increase control, retention of data and operational learnings to make their events more sustainable year-on-year. All of the above have a direct reduction in costs allowing all savings to flow into the general improvement of sport at grass root or improvement of fan engagement.

2. Prior to 2019, there weren’t the globally supported, cost-effective and scalable solutions on the market for federations to purchase, instead relying on local suppliers at each event - all of which give a different outcome creating no consistency or centralizing of information.

I met with five international federations who are actively bringing solutions in-house so they don’t need to rely on LOCOGs and tender processes every single year. The key for any supplier is now going to be: demonstrating the benefits, efficiencies, cost savings and functionality that puts the power in the hands of event organizers and workforce managers to go on and in turn, empower future events for either the host city or the sporting federation.

Why is that not being applied by other federations? IFH, FIFA, World Rugby for example.

Centralizing knowledge and approaching decision making with a long-term view with the tech solutions available will allow for much more sustainable and cost-effective events to be hosted. Not just at the highest level, but scaled right across sport, from grassroots up.

Sustainability through technology will fuel the ‘New Norm’. The amount of money spent on stadiums and infrastructure will not be what legacy is measured against in the future. By the time the 2020 FIFA World Cup in Qatar comes around; a competition that will include up to 12 stadiums, mostly brand new, each with an average capacity of 47,500, the largest of which will be an 80,000 seater stadium, all within a 40km radius in a country of just 2.6 million people, who knows if this monumental spend on monuments will be the last of its generation. For sure we can all see the benefits and the amazing event that it is, but already we are seeing decisions from the IOC to go back to Paris and LA given their existing infrastructure representing the need for major events to cut the hard costs of infrastructure – a decision that I see being more common in years to come. l Shannan Gove Co Founder and Director of Rosterfy

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MAJOR E VENTS HANDBOOK 2019 19 11

INSIGHT

INSIGHT

Temporary venue, as permanent legacy How archery is ensuring one-off events leave behind a lasting mark

Repeat visits Mexico’s interest in archery hit an all-time high when Aida Roman and Mariana Avitia took silver and bronze medals at the Olympic Games in 2012.

It led to a two-event hosting deal with Mexico City that saw the Mexican capital hold the Archery World Cup Final in 2015 and the Hyundai World Archery Championships in 2017.

The finals of both events took place in the Zocalo, the central square to which thousands of local inhabitants flock every weekend. The free-to-enter stadium stands were at capacity and the crowd was loud, especially when the Mexican team – featuring both those Olympic medallists – took to the arena.

Legacy is a word that is often used in relation to sports events. It was particularly in focus around the London 2012 Olympics, when the United Kingdom was adamant in its vision that the Games would leave behind an indelible mark on the capital city and the country.

It’s also a word that is sometimes difficult to reconcile against a sport whose major events are built around temporary venues in iconic locations.

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The photographs, footage and memories of the Archery World Cup Final under the Eiffel Tower in 2013 might still be readily available but there isn’t a permanent archery arena next to Paris’ most recognisable landmark. As much as we’d like one. But that’s not to say legacy isn’t important to archery – and international tournaments are still key opportunities to sustainably grow the sport.

A growing fanbase in Mexico, coupled with the success of other archers across Latin America, has led the Spanish-language market to become one of archery’s most valuable.

The jump in public interest, initiated by the Olympics in 2012, and compounded by events in 2015 and 2017, has now manifested in significantly increased broadcast coverage.

Mexico has progressed from an active archery nation to an important one. It’s a path that World Archery would like to lead more potentially key countries down.

MAJOR E VENTS HANDBOOK 2019 67

INSIGHT

Hyundai Archery World Cup stages are usually awarded on a multi-year basis, not least because it also helps spread the cost of any initial investment in equipment over time. And archery’s potential future host cities are being encouraged to look at a package of events, whether they be World Cup stages, the end-ofyear final or World Championships.

Technology and expertise World Archery has a principle of developing and using open source technology, maintained by a community and available for us at any level from international to very local.

This is applicable to the results system – which was initially created by a group of enthusiasts

in Italy – the production of television graphics, broadcast systems and many other pieces of tech, both large and small. Major events are a perfect way to demonstrate these capabilities and educate people. And this approach has led to a significant growth in the capabilities of individuals and Federations across the globe.

Sport tourism The Hyundai Archery World Cup was launched in 2006 to provide the sport with an elite, standardised and annual competition circuit through the summer months. Open solely to national teams, it’s driven competitive growth as well as increased archery’s exposure worldwide.

There are now teams capable of running results at a world-class level across the globe.

And those teams don’t necessarily comprise professionals, but enthusiastic volunteers who lend their time to building the sport at a local level.

But in a world in which sport Federations’ relationship is becoming more direct-toconsumer, the outdoor circuit alone wasn’t fully servicing archery’s audience.

Each sport has a community that deserves to be nurtured. It’s critical not to lose sight of that, even when approaching events as a business.

That’s why a renewed focus was put on the open-entry indoor calendar at the end of 2018 with the relaunch of a circuit open to all national Federation members called the Indoor Archery World Series.

The benefits of the indoor circuit extend beyond large-scale participation.

Rather than the standardised branding and plug-and-play operational deployment of the Hyundai Archery World Cup, each event on the Indoor Archery World Series circuit is being encouraged to develop its own identity – and become operationally self-sufficient at the highest level. Expertise is being lent from World Archery as events progress a structured ladder of size, requirements and output.

It’s hoped to expand the circuit with new entrylevel events for future seasons in a sustainable manner. As older events establish themselves and grow, they’ll lend assistance to organisers in the emerging regions.

International Federations Summit 5 - 6th February 2020

Lausanne, Switzerland Co-Hosted by World Archery, the International Federations Summit is a great opportunity for International Federations to interact and collaborate with commercial companies and access new ideas and support for running a successful event.

Having access to the wide range of skills from commercial companies who routinely support major sports events allows Federations to brief their plans and identify areas where they are seeking to drive innovation or a better Games experience.

The International Federations Summit this year in Lausanne turned out to be a great opportunity to meet commercial companies, to hear about the services they provide and explore potential opportunities. It was helpful to tap into the collective expertise within the room, and I came away with some interesting ideas and food for thought.

Colleen Orsmond (World Rowing Federation)

The long-term effect, it’s hoped, is a truly local competition legacy on an international scale. l Tom Dielen Secretary General for World Archery

For more information and to register your interest contact:

+44(0)20 7709 2350

summit@majoreventsint.com 14 MAJOR E VENTS HANDBOOK 2019

INSIGHT

Birmingham 2022 – The story so far One year on from when he started work as Interim Chief Executive Officer of Birmingham 2022, Ian Reid, confirmed as the permanent CEO at the start of the year, talks about the progress that has been made over the last 12 months, in organising the latest edition of the Commonwealth Games.

INSIGHT

If Birmingham 2022 was a book, then it would be a real page turner, as so much has happened already in the 12 months since I’ve been involved with the Games and with just over three years to go until our opening ceremony on the 27th July 2022, we know the final chapter will be here before we know it.

The main characters in this particular story have started to emerge, as in recent months we’ve confirmed the final members of our Organising Committee Board and we were delighted to announce the inclusion of Paralympic and world champion swimmer, Ellie Simmonds.

There are some other familiar characters in the Birmingham 2022 story too as, thanks to the CGF’s new Games delivery model, we’ve benefited from the involvement of a team from the Commonwealth Games Federation Partnerships, led by David Leather, who aren’t just working alongside us but who are, in fact, fully integrated within the Organising Committee and have been providing enhanced support and sharing their expertise and knowledge. This has enabled us to hit the ground not just running but sprinting, as well as helping to minimise the usual set up costs.

new leisure facilities for the area, to be used by the local community for years to come, are expected to be unveiled in the next few weeks.

Our final major capital project is the athletes’ village, another project being led by our partner, Birmingham City Council and one which has been progressing smoothly and quickly with planning permission granted, the site fully demolished and construction due to start any time now. With this project also being based in the Perry Barr area, the Games will definitely provide a brand new chapter in the history of this part of Birmingham.

The last few months have been a particularly busy period for our workforce team, with a strong recruitment drive seeing our number of employees triple since the end of 2018. We now have just over 30 members of staff and this team includes a really good mix of experience.

One of the big areas for progress in the last 12 months has been on the capital projects required for Birmingham 2022. As we announced in October, when we confirmed our sport and venues programme, with the exception of the new Aquatics Centre, which is being built just outside Birmingham in Sandwell, all of our venues are already open. This was a key factor in Birmingham’s bid and it was music to the ears of an international federation keen to increase the efficiency and affordability of hosting the Games.

But for Birmingham 2022 there may also be some plot twists yet to come, as we are reaching the final stages of the Additional Sport Review and Costing. This process has seen the five optional sports that were not part of Birmingham’s bid, being reconsidered for inclusion and could lead to permission being sought from the CGF to expand our sports programme. One of our major aims for this 22nd edition of the Commonwealth Games is to make local businesses a key part

of our story too, ensuring that they see a real benefit from the Games.

With local and regional businesses securing around 80% of the contracts at the last two editions of the event in Glasgow and on the Gold Coast, we’ve got high hopes of achieving this aim and to help make sure that we do, we’ve been involved in a series of ‘Business Briefings’ for local companies, giving them key information about what products and services we’ll be needing and encouraging them to sign up to our business portal where all opportunities are being advertised.

We are now just a few months away from our three years to go marker but with our preparations on track and a strong programme of community engagement and our brand launch coming soon, we are already looking ahead to this important milestone in our Commonwealth Games story. l Ian Reid Chief Executive Officer at Birmingham 2022

Another of our venues, the Alexander Stadium, in the Perry Barr area of Birmingham, has a long history of staging both domestic and international athletics events and will undergo a major redevelopment, ahead of hosting the ceremonies and the athletics during the Games.

This redevelopment will see the number of seats increase from 12,000 to 40,000.

Designs for this and for the widely anticipated masterplan for the site, detailing the proposed

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MAJOR E VENTS HANDBOOK 2019 17

Sustainable Event Security Success When you walk into an event where the security screening isn’t working, some of the signs of failure can be pretty obvious, while others may be more subtle: -

-

- -

Long lines at entry points due to poor operational planning or equipment or training problems Traffic and crowd control issues, including confused spectators Failure to detect items that pose a threat Breakdown in command & control operations, including multiple technologies that cannot communicate with each other

These types of failures mean that security is no longer an operational asset but has become an ineffective cost center.

Achieving event security success would seem to rest primarily on finding the right combination of people, barriers and technology. Of course, those factors must come into play. But solutions can break down due to implementation problems and human factors; at a minimum, affecting fans’ experience while also potentially posing serious security and safety threats and affecting an event organiser’s bottom line.

Some fixes can be as simple and obvious as segregating fans based on what they are carrying into a venue to make the screening lines move more quickly, or putting up more signs so that fans aren’t confused about where to go. Basic changes can help address basic problems.

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But event security has grown increasingly complex, and implementing the appropriate, comprehensive solution can do much more than simply avert failure. The right security solution can be tailored and designed to provide a modern, inter-connected experience built upon operational excellence, integration capabilities, and a trained workforce. The benefits pay off in a stronger fan relationship and a safer venue, thanks to layered, scalable processes that yield rich data and provide analysis capabilities focused on tying data points together through security portals.

A technology-focused, turnkey operational approach provides valuable tools to evaluate fan activity, helping event sponsors and their marketing teams deepen their understanding of patrons’ tastes, needs and behavior, at the same time achieving the primary security mission of ensuring events are managed in a safe, professional manner.

A key is setting clear objectives. These should include: - Streamlining patron entry and egress - Addressing other potential vulnerabilities by screening non-fans, including event staff, vendors and others accessing the venue, as well as vehicle and cargo coming into the venue - Deterring and mitigating undesirable fan behavior - Identifying and responding to issues in a timely fashion - Detecting, deterring and defeating threats - Establishing a clear operational picture during an event

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Technology-focused turnkey operations will provide a sustainable solution that: - - - -

-

Mitigates human factor failure points Creates effective, repeatable processes Facilitates meaningful data collection Provides insights into fan behavior and ways to enhance fan experiences Leverages security assets to increase revenue

There are universal strategies to bring together necessary points into a cohesive plan.

The objectives for a stadium, outdoor event, multi-venue event or small local event must incorporate these objectives. l Melissa Odegaard Marketing Director - S2 Global

Our Services • • • • • •

Health and Safety Consultancy Event Safety Consultancy Assurance Programmes RDHS Lead – Learning and Development RDHS AIR - Accident & Incident Reporting Software RDHS Engage – Online Health and Safety Induction Software Contact us: Joe Ryan Tel: +44 (0)1458 2541661 Mob: +44 (0)7919 214396 hello@rdhs-ltd.co.uk www.rdhs-ltd.co.uk

Navigating the major event tech maze In an age where data has become the most valuable resource in the world, how we secure it, manage it and distribute it effectively in our daily work lives affects all of us.

As event organisers, we manage an array of different types of data from names, addresses, phone numbers and emails, to dietary, accommodation, flights, passport and banking information to name a few. How this data is utilised and managed is up to you.

leaves you as an event organiser at risk of data breeches, errors and loss productivity.

Your event management platform needs to have the ability to work across multiple processes accessing a central database of information.

4

Productivity – Managing productivity is one of the key challenges in running a successful major event. So, having access to a range of smart tools that assist can improve productivity immensely. Online run sheets, Project plans, Reports and Dashboards are just some of the ways you can increase productivity.

The ability to clone events, tasks, brands so you don’t have to start from scratch every time adds another element of success.

5

Mobility – Having access to your event in the palm of your hand where you can engage your audience through a range of Apps gives you control over how the event is tracking, audience engagement, access control plus many more enhancement features.

Hopefully this gives you a little bit of insight to what a good event management platform can offer you to help manage your next Major event.

Enter the event management solution to the rescue. So, what are some of the things you need to look for to manage your major events effectively?

I am glad you asked! Here are my top five:

1

Security – the ability to keep track of your delegates via a strong accreditation and registration process which is intuitive and allows for easy and quick access from mobile and desktop. Other security functionalities you should look for are: GDPR tools, Security compliance plus redundancy and backup procedures..

2

Scalability – The ability to increase performance automatically during high volumes of registrations, check-ins or API callouts means you reduce digital bottlenecks and improve client engagement.

3

Single Source of Truth – Using multiple systems that don’t talk to each other,

MAJOR E VENTS HANDBOOK 2019 21

INSIGHT

INSIGHT

Sports stakeholders stand out with GAISF’s .sport domain The modern world is dominated by technology, and we are all guilty of spending much of our lives living through the veil of the smartphone screen.

GAISF is the umbrella organisation for more than one hundred International Federations (IFs) and other leading sports organisations.

From the most established IFs to those just beginning their journey, GAISF’s mission is to serve, represent, promote and protect the common interests of its Members.

Launched in January 2018, the .sport initiative was initially open only to GAISF Members, selected sports stakeholders and commercial brands as part of the Pioneer and Ambassador programmes.

The .sport domain has now reached the period of general availability, and applications are being welcome all from reputable sports stakeholders, granting them a unique .sport domain. The URL immediately stands out and, because of the criteria applied by GAISF, a .sport extension is a verification that the organisation is an authentic part of the wider sports movement.

Every request for a .sport domain name is individually and manually evaluated, and only legitimate sport stakeholders are accepted.

This means that, unlike regular domains, GAISF can protect members of the .sport ecosystem by ensuring the reputational quality of those organisations given a .sport domain.

22 MAJOR E VENTS HANDBOOK 2019

To apply visit www.start.sport As a result, key benefits of a .sport domain, in comparison with other top level domain names, include: - Acceptance and trust – .sport underscores membership of the global sports community - Authenticity – resulting from fair scrutiny of each applicant - Visibility – better discoverability with search engines - Protection – systematic avoidance of “cybersquatting” or “typosquatting”

The first .sport domain names have now been launched and to date, more than 60 Olympic and non-Olympic International Federations have acquired domain names showcasing their sport. Examples include: gymnastics.sport, archery.sport, www.run241.sport, floorball.sport and beachkorfball. sport.

Hundreds of other global sport brands, media and service providers have also secured their name. In total, more than 9,000 domain names have been created by the sports community. With these groups already on board, the .sport ecosystem is quickly gaining credibility and value both within and outside the sports community. l

Beyond International Federations, global event organisers, cities and other highly reputed sport agencies and service providers have also activated their .sport website addresses. lausanne2020.sport, ita.sport and jta.sport have already migrated to the .sport domain.

For further information, contact start@all. sport or visit www.start.sport to apply for your own .sport domain name.

Pierre Germeau Head of Digital Services, GAISF MAJOR E VENTS HANDBOOK 2019 23

INSIGHT

Legacy isn’t something that happens to you, it happens by you Through the planning and delivery stages of the Games in Glasgow and Gold Coast, and as we look to Birmingham and beyond, the CGF works hard to ensure citizens and their communities – and all partners, stakeholders and suppliers associated with the Games embrace the principle that “legacy isn’t something that happens to you, it happens by you.”

INSIGHT

Queensland and the city of Gold Coast continue to do a fantastic job generating positive impact and benefits enabled through the most recent edition of the Games. The Official Post Games Report documents that Gold Coast 2018 is estimated to have delivered a $2.5 billion (AUS) Regional economic boost including $1.8 million (AUS) to the Gold Coast. The report also showed that approximately 1.3 million visitors will be attracted to Queensland because of the Games being a catalyst for future hosting rights to a number of major national and international events.

Gold Coast 2018 was coined by many as the ‘Games of Firsts’: first-ever medals for five Commonwealth small states and island states; a ground-breaking and first-of-its-kind Indigenous Reconciliation Action Plan, the largest fully inclusive Para-Sports Programme in Commonwealth Sport history and an equal number of medal events for women and men; at that time, another global first for sporting equality.

right people forging the right partnerships.

We believe Birmingham 2022 has a fantastic opportunity to raise the bar further strengthening the Commonwealth Sports Movement and through the CGF Partnership model foreseen in Transformation 2022 these Games will see the Games undergo a recalibration in our approach to providing planning and delivery support; maximising benefit and exposure from Movement wide commercial rights. There is a lot still to be done and we remain confident, but not complacent, on the success and positive impact of Birmingham 2022.

Looking ahead to Birmingham 2022, our aim now is to continue building on this positive momentum. We are ecstatic to have the opportunity to partner with the UK’s West Midlands region and work with the vibrant, rich and diverse communities around Birmingham to celebrate and reflect on the positive impact of Commonwealth Sport.

Birmingham 2022 provides us with an ideal platform to ensure that the investments brought forward by the Games are fit for purpose (both world class and community relevant) and act as stimulus package for regeneration, social cohesion and economic diversification.

A Games needs to be run in the right place, at the right time, for the right reasons with the

Athlete activism and empowerment is emerging like never before on issues concerning safeguarding, welfare, wellbeing, protection of human rights and the personal exploitation of intellectual property. Sport Movements are continuously being challenged with getting the right balance between being athlete-centred and sport-focused; protecting the inspirational power and pathway opportunities afforded to athletes, but maintaining commercially viable and socially relevant events that appeal to the masses.

As we collaborate in the lead up to Birmingham 2022, let’s acknowledge that the world of sport is becoming more connected and, rightly, more accountable. We must mobilise our collective ability to adapt to change and moves with the times, for the benefit of those we serve: athletes, citizens and communities. l David Grevemberg CBE Chief Executive of the Commonwealth Games Federation

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MAJOR E VENTS HANDBOOK 2019 25 19

INSIGHT

On the crest of a wave The International Surfing Association explains why it is ‘stoked’

INSIGHT

What is the biggest ISA event? Why is it so successful?

What innovations have the ISA made to maximise revenues?

What innovations have the ISA made to improve fan engagement?

The ISA’s flagship event is the World Surfing Games, which will be a direct qualifier for the Olympics in 2019 and 2020. Since the surfing’s inclusion in Tokyo 2020, the sport has displayed marked growth across the globe, which has been mirrored by an explosion in athlete and country participation in the World Surfing Games. The 2017 edition reach unprecedented levels of success with a record-breaking 47 countries across all five continents participating.

The ISA has been continually honing our media valuation reporting methods to convey value generated back to sponsors and create more attractive opportunities.

The ISA has taken the initiative to increase our video content output, telling the stories of our athletes and brand as a whole that appeal to both the endemic and non-endemic audiences.

Additionally, the ISA has increasingly used Facebook live; streaming all our events on the platform to making our content more accessible than ever before. It’s a platform that matches our audience demographics particularly well.

Through a combination of new media valuation partnerships with innovative techniques and feedback loops to highlight the data most important to our stakeholders, we’ve been able to maximize event revenues through sponsor and host partnerships.

Who would you recommend?

Meltwater and Hookit have both been integral partners with the ISA in our mission to value media output. Meltwater has dependably monitored and valued our online editorial

26 MAJOR E VENTS HANDBOOK 2019

coverage, while Hookit has revolutionized the space of social media valuation and used an engagement-based methodology to value social media for our sponsors and partners, particularly during events.

What challenges do the ISA have which you are looking to solve with technology or partnerships?

We are always looking for new ways to utilize technology to improve the user experience for our live broadcast audience. In 2017 we used GPS chips in athlete lycras during the StandUp Paddle World Championship in Denmark that integrated the info collected into on-screen graphics, giving our viewers more information on the status of the races. Without the chips, we previously relied on camera angles to

display the races, which could be misleading given the large expanse of ocean to that the racers cover. There is great potential in this regard for wearable chips to collect athlete information across all disciplines of surfing that can then be relayed to the audience.

What advice would the ISA give to other Federations looking to become part of the Olympic Family?

Highlight the value that your sport’s qualities can bring to the Games and never give up on your dream! l Robert Fasulo Executive Director, ISA

MAJOR E VENTS HANDBOOK 2019 27

SPONSORED FE ATURE

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Protecting events against hostile vehicle attacks The chilling trend for terrorists to use vehicles as weapons in inflicting death and chaos on unwitting members of the public has left major events planners searching for innovative solutions.

The Problem Two hundred people have died, and over 1,000 injured, in the past three years of terrorist mayhem across the globe as far afield as Barcelona, London, Melbourne and New York, accelerating the urgency to protect sporting events, venues, public roadways and pedestrian zones against attack.

Our Solution Rosehill Security has created the IWA 14-rated Impakt Defender from 100% recycled rubber, bonded with polyurethane for strength. Its unique shape, with its large footprint, has been specifically designed to block vehicles.

Each 430kg, 1m x 1m x 1m solid rubber unit is

connected by steel cables, giving the flexibility to protect both entrance areas and site perimeters against hostile vehicle attack. The units can also be anchored to create a stronger physical barrier.

Benefits to Clients The Impakt Defender can be installed almost anywhere, removed and used again and again, quickly and simply. It acts as both a physical and visual security deterrent.

Its unique design deforms to increase stopping performance in impact tests to IWA 14-1 specification and weighs one third of similar concrete vehicle security barriers, adding to the ease and speed of deployment.

Applications The Impakt Defender is ideal for protecting major sporting, entertainment and political events.

It can also be used in permanent HVM needs such as at retail malls, tourist havens, entertainment venues and seats of government.

In both instances, it can be deployed quickly on the streets as a stand-alone measure or be anchored and integrated with other systems as part of an holistic HVM solution.

Comprehensive protection – minimum disruption Two 50m sections of Impakt Defender were deployed in separate locations in under 40 minutes and then removed in just half an hour at Edgbaston, home to Warwickshire CCC and international cricket, limiting road closures to the key times while fans entered and exited the ground, and minimising disruption to traffic. l

Contact details: t: +44 (0)1422 839456 e: info@rosehillsecurity.com w: www.rosehillsecurity.com

MAJOR E VENTS HANDBOOK 2019 29

Five reasons why bleeding control solutions are essential at your event delivery Emergency preparedness may not be at the forefront of your thinking, but without protective measures in place across your event, lives, along with your legacy can be at risk.

MAJOR EVENTS

HOTELS & TOURISM

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Deliberate attacks are becoming all too frequent to be ignored, so it’s critical that major events can clearly demonstrate a duty of care and a commitment to safety.

Top 5 reasons why you should take bleeding control seriously:

1

Medical experts say so! As mass-casualty events and violent attacks continue to increase, military and emergency medicine experts recommend that public venues install bleeding control kits catering for at least 20 victims.

2

Hemorrhage control skills are proven to save lives. Soldiers who have these skills demonstrably reduced battlefield deaths from 16 percent to 10 percent by being able to respond before medics arrive. In recent masscasualty events the public have also become “immediate responders”.

3

Knife crime in England and Wales is rapidly increasing. The number of crimes related to knives and other offensive weapons dealt with by the criminal justice system reached a

nine-year high in 2018. The Ministry of Justice reported a total of 21,484 offences in England and Wales, the equivalent of 59 every single day.

4

Emergency services can’t always reach the scene in time, particularly in a lockdown scenario. Victims of the Manchester Arena attack said Britain “has to be better prepared” for potential attacks in future. They spoke out after the Kerslake Review into the emergency response to the attack that killed 22 people.

5

The public wants to feel safe. After the massacre at a South Florida high school, demonstrators flooded streets across the globe in public protests, calling for action against gun violence.

These five reasons highlight the increasing problem of mass casualty incidents and the need to prepare for them. It’s never been more critical to educate, equip and empower should the unthinkable happen. l Matt Eccles Director at TyTek Medical

30 MAJOR E VENTS HANDBOOK 2019

Introducing a next generation trauma response system that could save hundreds of lives in the event of a Mass Casualty Incident (MCI).

TyTek Medical have developed PTENSYS - A customised system that will help you to act quickly to give life-saving care to your patrons until the emergency services can gain access to the scene. It’s particularly effective in the platinum ten minutes that have been highlighted in medical research as the key time in which you can save lives.

For further information or to talk to us about your requirements for your major event:

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INSIGHT

an international organisation guaranteeing compliance with the rules and regulations of the Olympic Movement (i.e. a federation).

The first official meeting between the leading figures of both the Olympic Movement and the esports ecosystem, which took place during the Esports Forum in Lausanne on 20-21 July 2018, marked a critical time in the future of sport as a whole, as both parties look to explore potential opportunities for further engagement. of Legends, DotA 2, Hearthstone or CounterStrike, have received a lot of media attention.

This might be because of their high number of users or broadcast audiences, the prize money on offer or the spectacular aspects of elite competition, or the organisational and financial support of their publisher.

The ever-changing world of esports What is esports?

Esports, short for “electronic sports”, is a competitive approach to video gaming, organised in tournaments, leagues and championships.

gatherings (offline), and are organised and regulated either by the communities of players, by associations or companies that specialise in esports events, or by the game publishers themselves.

or American football (Madden NFL). Neither is it confined to video games on motion-detecting consoles such as the Nintendo Wii, Kinect for Xbox 360 or the PlayStation Move.

Like sport, which is divided into a multitude of sporting activities, esports is divided into a wide variety of video games types. Besides sports, real-time strategy (RTS), fighting, and collecting cards, there is an ever-growing landscape of genres. And in the same way that sporting activities are divided into disciplines, video games are also sometimes divided into specialties: fast shooting games, tactical, classbased, etc.

The esports ecosytem Instead of a traditional match, gamers compete in the form of “duels” as an individual or as part of a team. The various competitions (local, national or international) take place either on the internet (online) or during physical 32 MAJOR E VENTS HANDBOOK 2019

The growth of gaming Contrary to popular belief, esports is not just “sports simulation” video games that mimic real sports activities, such as soccer (Pro Evolution Soccer or FIFA), basketball (NBA 2K),

Not all esports games that have competitive communities enjoy the same visibility. Some of the most high-profile titles, such as League

At the same time, however, there is a large majority of games whose competitive scenes evolve in relative confidentiality, bringing together smaller communities (depending on the country), while their media coverage is marginal or even non-existent. Esports therefore offers a particularly challenging environment to engage with.

Esports is turning pro Since 2015, it has become increasingly commonplace for professional sports teams to invest in their own esports teams. More than 250 clubs around the world have their own esports team, whether they come from soccer, basketball, American football, handball, ice hockey or Australian football.

Some professional sports leagues have also developed their esports equivalents, while many sports personalities - still active or retired - invest financially in esports structures or associate their image with esports. More symbolically, the major media traditionally associated with sport have been offering

esports content for a couple of years, either by broadcasting competitions or by creating specialised esports programmes, and some of the largest international esports events are now filling sports arenas and stadiums.

Continued exploration Many questions remain relating to the esports ecosystem, including optimisation of elite players, prevention of injury and the detection of future talents, as well as the sustainability of the sport.

In view of these challenges, esports is not so much a revolution as a logical evolution of the cultural and sporting activities of our time, but now, like all new sports, must look at the objectives of creating a sustainable framework and responsible practice. Esports can undoubtedly learn from its traditional counterparts in these areas, and the developing relationship with the IOC and GAISF can only help to transition esports from niche activity to mainstream sport. l Nicolas BESOMBES, PhD Paris Descartes University

Esports a sport?

Esports gamers, fans and academics would argue that, far from being contradictory, the two contemporary practices of sport and esports can be complementary. This opinion, which has seen significant growth in recent years, is what the International Olympic Committee (IOC) and the Global Association of International Sports Federations (GAISF) are reacting to with the Esports Forum. Recent statements on esports by IOC President Thomas Bach and Paris 2024 Olympic Games Committee President Tony Estanguet led the IOC to consider, at the sixth Olympic Summit on 28 October 2017, the recognition of esports as a sport, provided that esports is in line with the Olympic values and that it establishes MAJOR E VENTS HANDBOOK 2019 33

INSIGHT

READY FOR 2019 EVENTS SEE YOU AT THE US Open, Copa America, Women’s World Cup & Rugby World Cup

Unicef UK: What have Major Sports Events got to do with Children’s Rights?

Context Children have the right to enjoy sport in a safe and enjoyable environment. To make sure this happens, children’s rights should be respected across all aspects of sport- including the design and implementation of all sporting events.

When this happens, not only are children protected from harm, they can also experience new opportunities and develop new skills.

Unfortunately, this is not always the case.

e sinc 1986

Brazil +44 1707 871 565 sos@sosglobal.co.uk

+55 11 2368 0290 info@saxlogistica.com.br www.saxlogistica.com.br

Unicef research has identified links between Major Sports Events and negative child rights impacts, including the abuse of child athletes and volunteers, child labour in supply chains, and the displacement of families from their homes.

Partnership with the Commonwealth Games Unicef UK’s partnership with the Commonwealth Games began in 2012 in the run up to Glasgow 2014, and has already transformed more than 11 million children’s lives.

Since 2014, the partnership has developed beyond fundraising and communication, and now the Commonwealth Games Federation (CGF) and Unicef UK work together to strengthen the approach of Games Organisers, Commonwealth Games Associations and International Federations This has included: - Providing safeguarding training to national sports bodies and government departments to develop capacity and a strategy for safeguarding children at the event.

- Helping the CGF to develop and embed new standards around children and their rights for the Commonwealth Youth Games and main Games Host bidding requirements.

- Supporting the responsible delivery of the Gold Coast Commonwealth Games through monitoring any child rights impacts and providing technical guidance to the Organising Committee on their Human Rights reporting.

Moving forward, the CGF and Unicef UK have ambitious plans to build on this momentum, working together to meaningfully engage children in the process of future Games planning and delivery, making sure children’s voices are heard and the Commonwealth Games builds a sustainable legacy for children everywhere. l MAJOR E VENTS HANDBOOK 2019 35

Human Rights: The changing reality of event procurement Nearly 10 potential Olympic bids have been derailed over the last 3 Olympic cycles due to public referenda, FIFA continues to emerge from a damaged reputation left by their corruption scandal, and numerous other sports bodies have been forced to question what value their events bring – sustainability is increasingly a way of demonstrating this value.

has been articulated in CGF’s Transformation 2022 strategy, which will see the CGF further commitment to human rights related issues.

But what do human rights mean for businesses and how does this growing trend towards implementing them across the mega-sporting event lifecycle affect suppliers?

Every sports body with a human rights policy or statement makes reference to the UN Guiding Principles on Business and Human Rights (UNGPs). The UNGPs are organised around 3 pillars: 1. The State duty to protect human rights:

This trend towards sustainability has been building for several years. The Vancouver 2010 LOC had six corporate sustainability performance objectives including a ‘Buy Smart’ programme to ensure that sustainability and aboriginal participation were taken into consideration when entering into procurement and licensing agreements, and a Supplier Code of Conduct to ensure that 100% of its suppliers met Canadian human rights standards.

This continued for London 2012 with the ODA developing a Procurement Policy based on a scorecard, which ranked suppliers according to health and safety, equality and diversity, fair employment and ethical sourcing. In addition, the London Organising Committee produced a Sustainable Sourcing Code, which challenged suppliers and licensees to develop socially and environmentally responsible practices.

Since London, sustainable sourcing criteria has become increasingly the norm.Tokyo 2020 looks set to follow this pattern with its Sustainable Sourcing Code and accompanying grievance mechanism. The United bid for the 2026 FIFA World Cup took this even further

36 MAJOR E VENTS HANDBOOK 2019

States have a responsibility to set legal and regulatory requirements to prevent corporate human rights abuse from happening, and ensure that these policies are applied consistently 2. The corporate responsibility to respect human rights: Where states do not legislate, businesses still have a responsibility to ensure that their practices do not negatively impact people.

3. Ensuring effective access to remedy: Both States and businesses have a responsibility to ensure that where their operations negatively impact people, they offer mechanisms to fix the issue, or provide alternatives where this is not possible

The integration of sustainability and human rights criteria into bid requirements, host city contracts, and supplier codes only looks set to grow as sports bodies continue to face challenges legitimising their events, and as people become increasingly aware of the negative impacts these events can have.

Suppliers face many risks, but may just find themselves required to develop and embed human rights policies for themselves if they hope to win contracts for major events in future, and should begin developing these policies now if they want to take advantage of the opportunities posed by a changing event procurement landscape. l

by committing to create a similar code that complies with international standards in their bid book, to partner with organizations capable of monitoring implementation of this code, and to establish a grievance mechanism for supply chain workers.

These commitments are not just linked to supply chains of mega events. Sports bodies themselves have made human rights commitments, including the IOC, who, in February 2017, incorporated human rights into their bidding requirements. FIFA adopted a comprehensive Human Rights Policy which embodies the revised Article 3 of the FIFA Statutes, and UEFA has outlined specific criteria around human rights for the 2024 bid requirements.

The Commonwealth Games Federation published its first Human Rights Policy Statement in October 2017, and has taken particularly significant steps to transform its event from something that is run every four years, to a growing movement that seeks to improve the day-to-day lives of every Commonwealth citizen through sport. This shift

MAJOR E VENTS HANDBOOK 2019 67

Security Operations

Start with Your Fans

INSIGHT

Siberian Winter Universiade: a game-changer for student sport When celebrated Russian cosmonaut Oleg Kononenko spoke to participating athletes from outer space during the Opening Ceremony of the Krasnoyarsk 2019 Winter Universiade, it was instantly clear that this event was going to touch new heights. Quite literally.

The Summer and Winter Universiades are FISU’s flagship events, being the largest global sports events for university athletes. Held every two years, they bring together thousands of athletes from over 150 countries. The Krasnoyarsk edition was one of the biggest ever for the Winter games, with nearly 2,000 athletes from 58 nations competing in 76 medal events.

From the opening day on 2 March when the Universiade Flame was lit, to the last moments when it was extinguished 11 days later, the 29th Winter Universiade set the bar high. The level of organisation was evident from the time visitors and delegations arrived at the airport, greeted by dozens of volunteers with large placards and even bigger smiles. There was never any shortage of personnel – someone to greet you, someone to escort you to the waiting vehicle, yet another person to drive you to the hotel.

Your security operation needs the right technology and techniques at every event. S2 Event Security has the expertise to strengthen security at stadiums seamlessly integrating screening into the fan experience.

Learn more at www.ScreeningSolution.com MAJOR E VENTS HANDBOOK 2019 39

INSIGHT

INSIGHT

The protocol and operations functioned with smooth efficiency. From FISU’s (Fédération Internationale du Sport Universitaire) point of view as rights holder, the organising committee combined the local knowledge and experience of its team with the advice of FISU -- gained from 70 years of hosting university sports event – to produce a unique, grand and path-breaking event edition.

fact that the Arena redefined grand. Ice hockey connoisseurs and veterans from Europe and North America were left stunned at the sheer size of the stadium that boasted an ice sheet larger than a professional football pitch. The entirely new Raduga Cluster – home to crosscountry skiing – and the Platinum and Crystal Ice Arenas were not far behind in leaving spectators slack-jawed with awe.

The setting itself was unique to begin with – never had a Winter Universiade been hosted in Russia before and the Siberian winter lands beckoned the world to come and get a taste of #RealWinter.

While temperatures during the games ended up being higher than usual, no stone was left unturned in ensuring all visitors felt the warmth and grandeur of Siberian hospitality.

“The quality of venues was the real standout of the Krasnoyarsk Winter Universiade,” said Winter Universiade Director, Milan Augustin. “Everything was to the highest international standards.”

The positive event experience continued with the imposing sport competition venues, five of which were built from scratch only for the Universiade.

Anyone who went to the bandy competition at the Yenisei Ice Stadium can bear witness to the

A test event was held for every sport, including events at World Championships (ski orienteering) and World Junior Championships level (bandy).

There were also non-sport test events held at the Universiade village and at the venues for ceremonies. This meant that by the time the Universiade came around, the people and processes were functioning like a well-oiled machine. And that provided the seamlessly

efficient backdrop to a truly game changing Universiade.

“There were a lot of test events just before the Universiade,” said Augustin. “In an ideal situation they could have been more spread out, over the last year or so and not just in the last few months.

That certainly created a lot of pressure. But in this case, it was unavoidable because so many venues were built from scratch and entirely new.”

The Winter Universiade team at FISU also believe that the sport presentation in Krasnoyarsk was perhaps the best-ever seen at a Winter Universiade. What it created, was an unforgettable experience for the thousands of spectators, athletes and delegates that were a part of the event. For FISU as a rights holder, this was a huge plus as it ensured an engaging live broadcast and compelling content that could then be distributed on social and international media.

Each day of competition produced moments of glory and ecstasy that captured the imagination

of spectators and media alike. Some moments, though, stood out from the crowd. One of them came on the ice during the immensely popular figure skating competition. Despite the home crowd’s vocal support for local hero Maxin Kovtun in the men’s free skate, Italian Matteo Rizzo’s flawless routine to a Queen music medley turned the tide and atmosphere in his favour. His gold-medal winning performance captivated the audience. The cheer that rose from the crowd was worthy of the medal he’d earned.

“The atmosphere of the Universiade is delightful,” said Rizzo, also a bronze medallist at the 2019 European Figure Skating Championship.

“The way I skated, it perfectly matched the support I felt from the stands. The resulting atmosphere was unique and amazing.”

The crowd played no favourites for athletes in other arenas as well, giving their all, in support.

This extended to the cross-country ski arena where the men’s Chinese relay team was met by a standing-room-only crowd that was on its feet for a team crossing the finish line nearly a half hour out of the medal hunt. These heartwarming stories were brought to the world by a large contingent of Russian and international media, but also by some youngsters for whom this was unchartered territory. In a nod to

4 0 MAJOR E VENTS HANDBOOK 2019

FISU’s ideal that sport is a proving ground for tomorrow’s leaders — and not just a platform for elite sportspersons — eighteen domestic and international young reporters brought stories from beyond the Universiade’s field of play to life. The Young Reporters Programme is one of FISU’s proudest traditions and Krasnoyarsk was another shining example of how it is enriching for both, the young journalists and also the event.

as he stripped down to take a frigid dip with the team in the Yenisei River. His colleagues from the young reporters’ team discovered the joys and idiosyncrasies of covering winter sports, from American Danielle Allentuck learning figure skating etiquette from the crowd, to Nepalese Sonita Aryal understanding that alpine skiing comes with its share of inherent risk-taking each time a racer leaves the starting gate.

Among the six reporters from outside of Russia, four had never touched snow before.

But with temperatures turning out to be rather comfortable during the Universiade, these student journalists were at the top of their game and ready to take the plunge to dig up a story, both in and out of the sports arena.

At the end of the 11 days of competition, when Austria’s triple gold-medallist alpine skier Jessica Gfrerer said that the Universiade experience was unique, fun and delightful at the same time, you understood what she meant. There was a fuzzy warmth in the heart of Siberia. Plus, when you have cosmonauts cheering you on from outer space, how could you not feel like the stars were aligning. l

For Melbourne born-and-bred James Oana, this deep dive into winter sports included a number of first-person gonzo reports. Memorable accounts from Oana came while covering a local swim club

Tina Sharma and Torin Koos Media and Communications, FISU MAJOR E VENTS HANDBOOK 2019 41

Qatar Market Insights

contracting. All the supplier clients I am servicing right now with regard to the 2022 World Cup, have chosen to partner with one or several respective local JV partners instead.

What is the general advice international companies should adhere to?

What do international companies need to consider when seeking to engage in World Cup business opportunities in Qatar now?

You always need to be aware that Qatar is actually a fairly small market economy. By far most service, hotel and entertainment options are located in the twin cities of Doha and Rayyan, geared towards a total population of about 3 million people. Thus, for the expected number of 250,000 daily visitors for the WC 2022 there are currently just not enough options and choices to service this large number of high spending and high maintenance people, or for the large number of corporate entities, who seek to use a World Cup to entertain their global client base.

For international companies and suppliers it will be absolutely decisive to explore this market thoroughly onsite, find the niches of need and find the right local partner to proactively establish and develop that business. The time for this is right now, as the offerings of this small market economy will be carved up and taken up by the new FIFA JV, Match Hospitality and the large Destination Management Companies soon.

While in other markets you might be able to find further accommodation or service partners 100 miles away from the next stadium, here you will be off-shore very quickly!

42 MAJOR E VENTS HANDBOOK 2019

Should international companies register with the Qatar Financial Centre as a 100 % foreign ownership entity, or should they seek to find a private joint venture partner?

Just like in other bordering Gulf nations, the Qatar business market is highly specific and works very differently from the customary event and hospitality markets which we know from previous mega-sporting events.

As a general rule of thumb you should consider this: the more local touch points and engagements you need, in order to drive your business and to service your current and intended customers, the more likely it is that you do need an experienced, well connected and pro-active local JV partner.

For sports related businesses, there is also the option to register as a 100 % foreign owned entity with the Qatar Financial Centre. Yet with this route, you will be required to manage and facilitate your quite intricate local business setup, networking, regulatory and labor fulfillment and visa requirements entirely by yourself.

It may well take up to 12 months to fully establish this company legally, during which time you are quite restricted in conducting your own business development and local

As with any new market, there are various, specific challenges to be overcome and a patient long-term strategy is usually essential for success in the Qatar market. However, with both international suppliers and local vendors and rights holders already sizing up the market place, there is hardly time left anymore for a leveraged, long term strategy roll-out. You will need sound, comprehensive and competitive advice and guidance to establish yourself well ahead of November 2022.

To do so, you will also need to accept that there is simply not that one, magic, single high roller door, or access point, which will carry you all the way. This is not how Qatar actually works!

It is a myth and many have paid dearly when trying to follow this purely imaginative road to operational and financial success.

Instead, it takes a thorough market understanding, access to numerous different social and business networks and a vested acceptance to work within the rules of this market to succeed! l

Tilman Engel Tilman Engel is an international sports business consultant with an 11 year track record related to Qatar. From 2007- 2009 he worked as a Director at the Qatar Stars League.

Currently, Tilman is working with five international FIFA and Match Hospitality suppliers to set up their joint ventures and operations in Qatar well ahead of the World Cup.

MAJOR E VENTS HANDBOOK 2019 4 19 3

UK Sports & Venues Summit 21st November 2019

London Stadium

Training Bases Meet the RLWC2021 training base hosts

RLWC2021 is less than 900 days away, and the excitement is building around the country as it prepares to welcome the pinnacle of the sport.

The RLWC2021 team are determined to set this rugby league world cup apart from previous tournaments. Already set to be the most inclusive in history, with the men’s, women’s and wheelchair competitions running concurrently, RLWC2021 is grabbing the attention of rugby league fans all over the world for its forward-thinking approach to the

game, with fans eagerly counting down the days until kick off.

The locations which have been selected as training and team base camps are:

Following the announcement of host stadia for RLWC2021 earlier in the year, the next stage of planning is now complete, as towns, cities, and fans alike have discovered which communities will host the 32 nations as a training base. 16 towns and cities have been awarded the right to host the RLWC2021 national teams who will be battling it out for their respective trophies.

- Allerdale - Bolton - Doncaster - Hull - Leeds - Liverpool - London - Manchester

- Preston - Sheffield - St Helens - Tees Valley - Trafford/Salford - Warrington - Wigan/Leigh - York

Jon Dutton, RLWC2021 Chief Executive, commented: “RLWC2021 will see nations from all over the world travel to England to compete for the sport’s most prestigious prize.

“These chosen hosts will play such an important role in welcoming all teams and nations, offering them a base and helping them prepare in the best possible environment so they can perform at their peak on the pitch.”

With the exciting line up of events and competitions coming to the UK in the coming years and the challenges and complexities of running stadiums & venues, this is a great opportunity to come together with key stakeholders and suppliers in this sector to share ideas & best practice and learn of business opportunities.

It has a similar format to the Major Events Summit but with a focus on UK Sport Organisations, Clubs, Leagues and Venues.

This Summit is open to international delegates who have an interest in all aspects of stadium and major events support.

With the rugby league domestic campaigns motoring on at a relentless pace, RLWC2021 is in sight, and the communities selected to host the competing nations can prepare for what is sure to be an autumn to remember. l For more information and to sign up to receive information about tickets, visit www.

RLWC2021.com.

For more information and to register your interest contact:

+44(0)20 7709 2350

summit@majoreventsint.com MAJOR E VENTS HANDBOOK 2019 4 5

C A SE S TUDY

C A SE S TUDY

Critical event Technology provided for Volvo Ocean Race Name of Event: Volvo Ocean Race Cardiff Stopover Date: 27 May - 10 June 2018 Location: Cardiff

The Volvo Ocean Race has provided the ultimate test of a team and a human adventure like no other since 1973. It is one of the greatest sailing challenge events taking teams over 45,000 nautical miles around the world, across four oceans, touching six continents and 12 landmark host cities. In 2018 for the first time in history, Cardiff hosted the UK leg of the Volvo Ocean Race with teams arriving from 04:20 BST on Tuesday 29th May. With such a high-profile event Cardiff was focused on ensuring visitors to the city enjoyed an amazing experience.

Through a comprehensive tender selection process Etherlive was selected as the provider for event networking and on-site IT systems.

Working with the Cardiff Council events team and the Volvo Ocean Race stopover team the specifications were reviewed and validated prior to the technical design.

The backup internet circuit was routed from an alternative exchange which meant that should the primary circuit fail the secondary would immediately provide service.

Site wide fibre backbone.

Wi-Fi coverage

- A temporary fibre ring was installed around the site providing primary and secondary routing to each network segment. The fibre ring, which was installed by the specialist Etherlive team early in the event build, using ducting and cable bridges, was terminated to secure outdoor temporary cabins at each point of presence (POP) from each POP router used to control the immediate network segment.

- A significant Wi-Fi network was deployed throughout the site. Controlled from a central server system several independent wireless networks were broadcast helping segregate users and internet allocations.

Layer 3 routed network environment Dedicated high speed internet with redundancy.

- Three high speed gigabit internet circuits were terminated to the site to support the requirements for internet and outside broadcast. The backup internet circuit was routed from an alternative exchange which meant that should the primary circuit fail the secondary would immediately provide service.

- Etherlive arranged both circuit installations by surveying the locations and in the case of the backup link arranging a temporary dark fibre link to the event site.

- Etherlive has developed a specialist segmented network design for its larger event deployments.

By dividing the network into segments any issues remain within one segment, and therefore the rest of the network can continue operating.

Each segment is monitored and managed by central off site systems to provide post event reporting on usage and service demand.

High definition CCTV system - A number of pan tilt zoom (PTZ) cameras were deployed throughout the site. The low light, digital cameras allowed the event to ensure a high level of security. The CCTV system was viewed from the event control centre using several large screens. Instant recording and export were used to ensure any footage required could be quickly exported. The CCTV cameras include a local backup system which ensures should the network fail in the local area the footage would continue to be recorded. l Steve Birnage steve.birnage@etherlive.co.uk “The site network, its performance, reliability and resilience exceeded the expectations of the Volvo Ocean Race Team matching the world class delivery of the whole event in Cardiff. Etherlive did their research, understood the objective and delivered!”

Matthew Faulkner – Cardiff Council Events Team

4 6 MAJOR E VENTS HANDBOOK 2019

MAJOR E VENTS HANDBOOK 2019 47

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VIP Entertaining at Major Events – No longer an afterthought…

With the continuing growth of sport from a commercial perspective, the opportunity for sponsors and commercial partners to leverage their investment through enhanced ‘live’ experiences, has never been stronger.

In the early days of sports sponsorship, large volumes of event tickets were often wasted – distributed or sold to various unco-ordinated sources, without an overall marketing strategy.

But that model is no longer sustainable as brands move to a more holistic approach, from ‘sponsorship’ to ‘partnership’, to get closer to their audience and to engage with them more directly, ultimately being able to demonstrate a clearer ‘return on investment’.

In response to this shift, the content and quality of guest experiences has had to move forward as well. Potential guests can no longer be depended

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upon to respond to a simple ‘ticket and lunch’ invitation, there is simply too much competition out there. Brands need to be more creative in developing programmes which are more engaging and immersive, allowing guests closer and more ‘unique’ experiences, ideally aligned to the brand’s own broader corporate objectives.

The introduction of the 2010 Bribery Act was designed to temper non proportional hospitality spending, and we are now seeing the introduction of more business-related elements where longer duration events are concerned.

A trip to an international sporting event may

be combined with a company site visit and/or business conference. Hospitality has also become increasingly important to event organisers and rights holders as a significant revenue stream over and above simple ticket sales. Major international events will now command significant guaranteed rights fees to acquire the sales and delivery rights for hospitality.

For event organisers this outsourcing process has the benefit of releasing resources as well as providing guaranteed income. Commercial hospitality programmes are independent from traditional sponsor hospitality rights and are offered to the broader marketplace.

Traditionally this was very business orientated but increasing we are seeing a crossover with the consumer ‘fan’ market who are willing, and able, to pay premium prices for those more inclusive experiences.

In the past hospitality rights were not considered as a primary motivation in sponsorship models but in an ever-changing marketplace, the opportunity to meet business contacts and build relationships through shared experiences has become increasingly important and remains one of the most tangible and costeffective methods of marketing. l Simon Gillespie Event Advisors, www.eventadvisors.co.uk

www.eepsafety.com MAJOR E VENTS HANDBOOK 2019 49

SPONSORED FE ATURE

Command, Control and Communications (C3): Robust and resilient Command, Control and Communications (C3) arrangements have never been more crucial for major events. Where technology, culture, trained personnel and strong organisation align there is a strong case for investment and sharing wider benefits of a coordinated event to optimise customer service and commercial opportunities.

Connected and integrated with emerging technologies Event Control has to deal with the day-to-day requirements of all events, including event logging and coordination of security and safety staff in response to smaller incidents.

The highly connected way in which an organiser interfaces with the ticket holder’s spending could provide meta data such as where RFID and other technologies at bars and retail to inform Event Control situational awareness and future planning on safety and security resourcing. The variety of digital channels, especially social media, which allow organisers to monitor and to react to incidents, are ever increasing in terms of both scope and scale of data. It is in this area where a well-planned and resourced Event Control can offer a dividend to departments beyond safety and security.

Specifically, in terms of situational awareness regarding the venue and space around it which can inform deployments and the manipulaton

50 MAJOR E VENTS HANDBOOK 2019

SPONSORED FE ATURE

of customer behaviour through commercial and communication activity.

maintaining a training and exercising programme that goes way beyond the industry standard competency frameworks and certificates, technical testing and Pre-Event Checks. A wellconsidered Readiness Exercise or Simulation creates a safe but challenging environment for the organiser and relevant parties to validate arrangements, confirm understanding of roles and responsibilities.

Coordinated with all relevant communication channels We are seeing a strong trend at a number of our UK and international Event Control Rooms at festivals and major sporting events toward embedding a media representative from the Event Organiser team in Event Control.

Allowing the organiser and wider agencies, should the necessity arise, to rapidly implement well-rehearsed Crisis Communications arrangements as a Cell. This group, which will often be virtual, should be in receipt of agreed operational information and able to then rapidly develop (with decision makers) the

In our experience these sessions are vital at preparing people for the ‘day in the life’ routine interactions as well as the response to high impact low probability scenarios for the event and should be designed to reflect the C3 structure by location or level of command. l

messaging and relevant digital, broadcast and more manual channels to communicate with those affected within and around the event site.

leading to potential mistrust over permission levels and access to event data.

Readiness assurance

A high performing Event Control goes well beyond technology Over the last decade I have implemented both temporary event and permanent venue Event Control Room capabilities in the United Kingdom, France, Oman, United States and Australia to varying levels of success. A common thread through the planning for each project has been the need to work with or develop a culture of joint working and a permissive environment.

People are at the heart of the response and training and communications often feature as a prominent theme at the top of many event and incident debrief reports. To that end there is a strong evidence base for developing and

Rob Walley Rob Walley is the Founder of Controlled Events which specialises in providing a one stop service for Event Control Management, event operational readiness support including training and Exercise simulations for decision makers and Control Rooms, C3 planning, Event Control Log platform ‘ECR Manager’, radio hire and resilient Wi-Fi. Twitter: @controlledevent Website: www.controlledevents.com Phone: +44(0)20 3286 6392

By this I mean that the boundaries and perspectives of the event organiser and wider responder community are clearly understood and act as a starting point for well-developed situational awareness and well-informed decision making to take place. Without this starting point we find that technology implementation in Event Control is challenged by differing information needs and wants

MAJOR E VENTS HANDBOOK 2019 51

INSIGHT

We don’t like to ‘boast’ but…

When Chicago’s Union Station hosted the first ever $1,000,000 professional squash tournament in February, commuters and passers-by couldn’t help but stop to witness the ferocious action and high-octane exchanges as the world’s leading players went head-to-head in the sport’s most prestigious tournament - the Professional Squash Association (PSA) World Championships.

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The sight of a sport’s pinnacle tournament taking place in a venue as unusual as the Great Hall of Union Station may have been odd to some - but then the low cost of setting up a squash court and the ease of transportation means that squash is no stranger to appearing in some of the most unique locations in the world.

Dalian in China hosted the WSF Women’s World Team Championships last September, while Washington D.C. will stage the WSF Men’s World Team Championships for the first time in the event’s 50-year history.

One of the Seven Wonders of the Ancient World, The Egyptian Pyramids will host the PSA Women’s World Championships in November 2019, in what promises to be a spectacular showcase for squash as the sport continues to enhance some of the most famous landmarks in the world. l

place on Embarcadero Plaza, right in front of San Francisco’s famous ferry building.

Outside of the professional tour, the World Squash Federation (WSF) Men’s and Women’s World Team Championships will have taken the most distinguished team event to both East Asia and North America by the end of 2020 both of which are firsts for the event.

Grand Central, NYC is the largest train station in the world, and has been hosting the J.P Morgan Tournament of Champions since 1995. and it is estimated that over 250,000 commuters are exposed to squash throughout the tournament - a number that pales in significance to the 2,500,000 viewers the tournament attracts during the live TV broadcast of the semi-finals and finals, which gets served to 150 million countries.

J.P. Morgan also sponsored September’s China Open - which took place on top of the Peninsula Shanghai and offered squash fans unparalleled views of Shanghai’s famous Bund. Two further spectacular venues were to come that month, with the Open International de Squash de Nantes mixing sport and culture at the Théâtre Graslin, and the Oracle NetSuite Open taking

MAJOR E VENTS HANDBOOK 2019 53

MAJOR EVENTS INTERNATIONAL SUPPORT SERVICES International Sports Federations

Major Events Summits & Seminars

In-country local market representation Safety & Security

Local Organising Committees

Host Cities

Investing in Safety Over the last decade we have seen many negative factors affecting the sport, leisure and events sectors. Specifically, we have seen a reduction in local government funding to the tune of £16bn (€19bn), with a funding gap currently of £6bn (€7bn). We are now faced with the uncertainty of Brexit and the challenges that this brings.

Technology

MAJOR EVENTS EXPERTS

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Venue Operators Government Trade Organisations

Meet the Buyers Overseas Delegations Visits

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Our Core Purpose is to reduce the time, cost & risk for major event organisers.

We facilitate the transfer of knowledge and lessons learned from multiple international games to benefit future host organisations.

We deliver an annual cycle of engagement activities involving past games leaders, multi-sector suppliers, country experts, and business & government strategy advisors.

We partner with leading conference and expo organisers delivering Major Events content and market profile for speakers.

We are now seeing the ramifications of this at the point of service delivery, with the impact filtering through to the supply chain. Our work over the last 15 years at RDHS has been to inspire new standards of health and safety across the events sector. Inevitably we have found that financial cuts directly affect the safety of the workforce. Everyone must work together to minimise these.

Directors and Heads of Function should be reminded of the new Sentencing Guidelines in the UK, which specify the punishment facing offenders convicted of gross negligence manslaughter (regulations may vary depending on the host country).

Anyone convicted of manslaughter by gross negligence could face a prison sentence ranging from 3 to 18 years. This should really focus the mind. These are for typical workplace cases of gross negligence manslaughter, where there has been ‘a blatant disregard for a very high risk of death’ and / or a motivation to avoid costs.’

Directors and Heads of Function are encouraged to ensure their decision-making considers the implications of health and safety across their event. l Joe Ryan MD of RDHS Limited

We have always worked hard with Directors and Heads of Function, to integrate safety into their decision making; looking at health and safety as an investment rather than a cost.

The financial impact of getting health and safety right, is a much more cost-effective than the cost of getting it wrong.

It is difficult to understand businesses putting cost savings first over health and safety, and the risk of doing so is massive. A recent example saw a business cutting costs to achieve a small saving in service, whilst at the same time, receiving a financial rebate from their insurers for meeting their loss ratio insurance compensation payments of less than 40% of their overall insurance premiums.

Learn about our Membership options: +44 20 77092350 MAJOR E VENTS HANDBOOK 2019 55

INSIGHT

Why Event Organisers Must Understand the Impact of Digital Media The modern world is dominated by technology, and we are all guilty of spending much of our lives living through the veil of the smartphone screen.

INSIGHT

That’s what makes those real-life experiences increasingly important to consumers of all kinds. Perhaps even more so when we’re talking about fans in sport.

But another consequence of this is that consuming content on digital media still counts as an ‘experience’. Fans following from around the world are having their experience of major sporting events coloured by the content they are served.

One of the biggest changes we’ve encountered in the past two decades is democratisation not just of opinion, but the ability to create content. Anyone can have their say on any issue on social media or pick up a phone, record a video and post it to the world.

That’s also true of brands and rights holders, who can create polished hero content just as well as traditional broadcasters and online

publishers can. At the March edition of our monthly Digital Sport London events series, we discussed the blurred lines that are now being created in sports marketing as a result of this.

Listening to the panel featuring The FA and Bleacher Report, it was clear that publishers and brands are teaming up with rights holders to create increasingly engaging and valuable content for fans. “Thumb-stopping content”, as Gideon Reeves of Bleacher Report put it: the sort of video that jolts you out of that neverending scroll through the social media feed.

Just because anyone can do it doesn’t mean everyone can do it well, of course, but with brands and sporting institutions creating their own in-house media teams they’re certainly getting better at it. Fans are being served with enough Premier League content, for example, to make it seem as though the league never rests. Through official and unofficial channels, there’s always somewhere to get an up-to-date fix.

Those at the wheel of organising events in 2020 and beyond should consider the success of those rights holders who have really embraced digital platforms. But especially those who, crucially, have used them to add value to an event, rather than creating social media gimmicks just because it seemed like the right thing to do. Take the FA as an example, and how they added a deeper

56 MAJOR E VENTS HANDBOOK 2019

experience to the 2018 World Cup. The Lions’ Den YouTube show connected players to fans back home. It aimed to bring everyone on board and I think we can say it succeeded.

Players Facetimed with fans, while those at home gathered to watch the show live - adding to the sense of occasion, even on nonmatchdays.

This sort of content can be produced by any organisation: teams, leagues, organisers, brands or even as a collaboration between any combination. Creativity and a commitment to owning not just the main event but the buildup to it (in this case, the days between the games) is a strategy that has been proven to pay dividends.

It’s clear that fans’ lust for real-life experiences, big occasions and the feeling of being at a singular, once-in-a-lifetime event hasn’t gone away. In fact, it’s only become stronger. But never before has digital media allowed event organisers to collaborate with brand sponsors, publishers or other rights holders to bring their product to the masses in such a way.

Chris McMullan Editor, Digital Sport Digital Sport is a hub for sports industry professionals providing news, opinion and insight across our website, podcast and monthly events series. Visit DigitalSport.co for more details.

MAJOR E VENTS HANDBOOK 2019 57

SPONSORED FE ATURE

INSIGHT

Event Technology Services

Adding years to life by adding life to years.

Major Events International is working with Etherlive to provide worldwide events with access to specialist technical expertise. Technology has become a critical part of major events, from the organisers who need connectivity to continue operating, to sponsors, competitors, teams, media, sponsors, traders and timing systems. A solid event network means those responsible for delivering the event can focus on just that.

FIMBA, the Federation of International Masters Basketball has grown into the standard for global senior sports.

Founded in Buenos Aires, Argentina in 1991, FIMBA organizes international masters age (30+ for women and 35+ for men) basketball tournaments.

Etherlive work with some of the worlds most recognised event brands including IMG, AEG, Americas Cup and UEFA delivering mission critical technology.

Led by President Ruben Rodriguez Lamas, FIMBA boasts a diverse international board and 47 individual country representatives. Each country head is specifically responsible for growing, marketing and managing its own Federation, while recruiting men and women players and organizing teams for FIMBA’s global events.

Venue Health Checks Performing technology readiness assessments on venues worldwide. Validating if your chosen, or potential venue has the capabilities to host your event successfully. This reduces the risk of additional costs and challenging delivery. Etherlive engineers have experience liaising with venue teams to ensure that any assessment is kept to plain English with practical areas for discussion and action.

Expertise Delivering over 300 events annually Etherlive has extensive experience which can be integrated into your team as and when you require it for either fixed term or ad hoc engagements. Services include local

58 MAJOR E VENTS HANDBOOK 2019

supplier assessment and recommendation, due diligence assessments for cost and technical approach, legacy planning, specification creation, on site deployment, oversight and cost saving identification.

Event Network Deployments Worldwide capability to design, deploy, support and remove event networks. High speed internet, managed Wi-Fi and wired systems,

people counting, CCTV and other bespoke requirements can be deployed within existing venues or greenfield sites. l Steve Birnage (UK 0044) 7920 137180 steve.birnage@etherlive.co.uk www.etherlive.co.uk

FIMBA’s tournaments feature the best age appropriate senior competition in the world.

Many of the participants are former Olympians, National Team players and professionals. There will even be ten teams in the 80+ age category in its 15th world championship in Espoo, Finland in July 2019.

In addition to offering elite age distinct competition, FIMBA’s global tournaments generate economic engines for host cities that are highly attracted to FIMBA’s affluent,

educated, international travel friendly, health conscious, basketball demographic.

Bi-annual World Championships in Prague, CZ; Natal, Brazil; Thessaloniki, Greece; Orlando, FL and Montecatini, Italy. In Italy alone, 367 teams from 51 countries participated and played an astounding 1,118 games over a nine day period.

Each tournament boasts an Opening Ceremony, a Parade of Nations and a Mega Social Party.

Most of the games are live streamed and all abide by FIBA rules and 4 ten minute stop time quarters and a 24 second shot clock (except in the 75 and 80 year-old divisions).

The FIMBA events are now capturing the attention of potential global sponsors. For example, at its 2017 world championship in Montecatini, Italy, FIMBA participants consumed 50,000+ hotel room nights and at each of its 2018 hemispheric tournaments visitors consumed approximately 30,000 hotel room nights at each tournament. Hosts cities and sponsors with international reach now compete to host FIMBA tournaments and its unique affluent and mature demo. l For more information about the nonprofit FIMBA organization, contact FIMBA International Board Member JIm Sweeney at sweeney@fimba.net or 727-460-8932

MAJOR E VENTS HANDBOOK 2019 59

INSIGHT

SPONSORED FE ATURE

Passion comes from the ‘Heart’ The West Midlands, England’s heart, has an outstanding passion for sport shown, in part, by its illustrious sporting heritage. Rugby in Warwickshire is known throughout the world as the birthplace of the game, while lawn tennis was invented and first played in Birmingham more than 150 years ago.

A new landscape of collaboration Other than the organisation of competitions themselves, the key imperative which impacts on the successful delivery of international highprofile sports events will always relate to the management of procurement. With deadlines measured in hours and not days, the compressed delivery schedules can quickly become overwhelming. Late definition of requirements, and often re-definition, are cost and risk enhancing challenges which unfortunately seem to happen too often. The organisational issues alone cannot be under-estimated.

Quite rightly, there is always a desire to “buy locally” but local companies often lack recent Games experience. Early and consistent engagement with international experienced 60 MAJOR E VENTS HANDBOOK 2019

companies can help Event delivery. Our MEI market visits are designed to support this process. MEI’s objective is building confidence through constructive dialogue between expert suppliers and major event organisers.

Through the ‘Olympic Agenda 2020 and The New Norm’, the International Olympic Committee has set in place mechanisms to reduce the cost of Games delivery.

Considerable work is also being conducted on both Sustainable Procurement and continued re-examination of the definition of Legacy.

The Commonwealth Games Federation have also reviewed all aspects of their operations and objectives and are implementing significant change. There is a new culture of seeking radical improvement in how the hosting of major sports events are delivered ensuring the widest possible footprint of benefits is achieved, and that costs are minimised where possible.

Andy Rice COO, Major Events International

The region is also home to five of the oldest professional football teams in the world – in 1888, William McGregor of Aston Villa FC invited other clubs to play regularised games of football, the creation of the Football League.

Since 2012, the global spotlight has been on the West Midlands as it has hosted – and continues to welcome – the world’s sporting elite.

Birmingham was the home of the successful USA and Jamaican Track and Field teams ahead

of the 2012 Olympic Games, which famously prompted multiple gold medallist Usain Bolt to ‘big up’ the city for helping him and his fellow athletes to ‘come out here and do our best.’

The region has played host to a number of major sporting events in recent years including the World Indoor Athletics Championships; the Diamond League; the ICC Champions Trophy; Cricket World Cup; Ashes Test Matches; the Rugby Union World Cup; the Gymnastics World Cup; Davis Cup tennis; the BMX World Championships; the All England Open Badminton Championships; and Olympic and Premier League football. It has also welcomed the BBC Sports Personality of the Year five times.

The 2022 Birmingham Commonwealth Games will be the region’s time to shine. The event will bring together 6,500 athletes and officials in one of the youngest cities in Europe, cheered on by a diverse, welcoming and sport-loving area that is already home to 187 nationalities from around the Commonwealth and the rest of the world.

The West Midlands Growth Company helps the region make its mark nationally and internationally. Its primary purpose is to attract investment, jobs, visitors and businesses to the West Midlands. It is committed to promoting the area as a leading place to invest, do business and visit, working in partnership with Local Enterprise Partnerships, Councils, Growth Hubs, Universities, Chambers of Commerce and hundreds of local businesses. Its focus is on the geography of Greater Birmingham and Solihull, Coventry and Warwickshire, and the Black Country. l For more information, contact 0121 202 5151 or bcb.conferencesales@wmgrowth.com.

MAJOR E VENTS HANDBOOK 2019 61

CLIENT CASE STUDY MAJOR EVENT RUGBY LEAGUE WORLD CUP 2021

CONTACT NAME JON DUTTON

JOB TITLE CHIEF EXECUTIVE, RLWC 2021

Rugby League World Cup is an international rugby league tournament, contested by national teams of the Rugby League International Federation.

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Strategy and Planning

Training Courses

We provide a menu of training for event, security and policing solutions. Whether you need training for volunteers, crowd safety stewards, their supervisors or safety and security management, we have the appropriate course to suit your needs.

Audit and Evaluation

You have a comprehensive file of safety and compliance documentation, but how do you know that the aims, intentions and methodology work operationally?

How have you tested success? Do you know how your staff will react in an emergency situation? Have your trained and practiced for severe occurrences?

Our team can support you by firstly evaluating the scope and purpose of your operational safety and security planning, then test and audit your preparedness.

Safety Management

HOW DOES CURRENCY EXCHANGE AFFECT THE RUGBY LEAGUE WORLD CUP?

Being strategic doesn’t have to be complicated. It’s about taking some time to step back, do your research, get everyone on the same page so you can make smarter decisions together. We have nine steps to help position you as a leader in strategic events.

“We approached AFEX over twelve months ago to help manage and mitigate foreign currency risk associated with the tournament. We have a significant rights fee to pay to the International Federation in Australian dollars. Due to the volatility of the currency, unpredictability of the markets and the duration of our contract we opted to use AFEX’s services.”

This includes identifying your unique needs and priorities and document them for reference. What are your biggest concerns?

What areas of the program warrant your input and support? Moving forward, you’ll know who to seek input from and keep informed throughout the event planning process.

From established sporting and entertainment venues to green field sites, the safe operating of the site is essential for the safety of your visitors. From strategic planning to the day of your event all aspects of safety and security can be provided for you by our team of safety professionals.

HOW DOES AFEX HELP YOUR COMPANY?

POSITIVES OF USING AFEX

“AFEX provide clear solutions to help us manage our FX challenges.”

“AFEX is approachable, with a local office and a good understanding of our business objectives.”

FX MARKET The Australian dollar has been very volatile in 2019. There was even a flash crash early in the year when it lost 7% of its value in just seven minutes against the US Dollar.

For more information, please contact Steve Laws - Director of Safe and Trained (part of the Tess Group) on 07539 012 731 or at steve.laws@thetessgroup.com

The British pound has also been prone to volatile moves, really since the 2016 referendum voted in favour of leaving Europe. The pound fell from $A2.05 to $A1.56 – a drop of 24% in some 4 months. This sort of dramatic volatility is a concern for sterling-based organisations that have future commitments in Australian dollars.

FOR FX ENQUIRIES, CONTACT: Mike Wainwright mwainwright@afex.com +44 (0)161 627 7966 © 2019 Associated Foreign Exchange, Inc. All rights reserved.

Associated Foreign Exchange Limited, which does business under the trade name of AFEX (registered in England and Wales, Company Number 4848033, Registered Office Address: 4th Floor, 40 Strand, London WC2N 5RW), is authorised by the Financial Conduct Authority under the Payment Services Regulations 2017 (Register Reference: 502593) for the provision of payment services and is registered as an MSB with HM Revenue & Customs (Registered No: 12159000). For more information, visit www.afex.com.

With over 30 years experience in policing large crowded events, we can provide qualified crowd safety officers to oversee the safe and secure operations at your venue.

We have the pleasure of working with:

SPONSORED FE ATURE

QUADRATICA : World Leaders in Computer Based Training

Training is an investment in your future With Computer Based Training (CBT) typically saving 50-60% on traditional training overheads there is a cast iron case for adopting it. However, at Quadratica we recognise it is not that easy for everyone to achieve these savings and that’s what drove the decision for us to develop userfriendly tools and a support structure that would enable everyone to successfully transfer their training content to CBT.

system once and those updates are pushed out across the entire training landscape at the same time.

Exceeding our clients’ expectations for over 15 years Quadratica are world leaders in the provision of CBT. Driven by a genuine desire to improve the quality of training provision, Quadratica constantly deliver excellence in online training.

Our clients continually rely on us to deliver into high pressure environments, and we consistently deliver the best online training solutions possible. Every minute of every day, a Quadratica course is being used somewhere in the world… with over a million courses delivered world-wide.

Protect the future by drawing on our wealth of experience from the past With a heritage of over 40 years’ experience, we understand the industry and create solutions that are economical, flexible and adaptable. Our simulation training and online course delivery systems empower our clients to ensure their staff are well trained and at the pinnacle of professionalism. From off the shelf courses, bespoke training systems tailored to your specific needs, or assistance to develop your own CBT, Quadratica can deliver!

The Portal seeks to deliver two key objectives: Firstly, a summary of key capabilities, some very niche, which help deliver major sports events in a way which resonates with event organisers and host cities. Secondly, a source of information provided by event organisers and host cities so synergies and new commercial relationship opportunities can be posted to facilitate proactive engagement. Credibility of supplier information is central to this approach and to ensure the model works as is the proactive engagement by all those involved in planning and delivering major sports events.

LOCAL ORGANISING COMMITTEES

SUPPLIER REGISTER

PORTAL

Wifi

Remember… it’s YOUR training and YOUR reputation.

Etherlive is a specialist event technology company partnering with worldwide events

Giles Ramsden Operations Director, Quadratica

Benefits of Computer Based Training Computer-based training allows trainees to work at their own learning pace and style which gives the trainees the confidence that they fully understand the training content. CBT is non-threatening and non-judgmental while providing immediate feedback as the training progresses. CBT also ensures standardised training content delivery. Computers deliver only the training they have been programmed with, in the manner they have been designed to deliver it. This reduces the chance of errors or inconsistencies in the training materials provided. As managers change or improve the learning materials, they can update the training

to provide temporary internet, Wi-Fi, telephony, CCTV, networks and consulting services.

SUPPORT TO SPORT HOST ORGANISATIONS

CREDENTIALS:

Expert Advice - Venue IT health check, local supplier

Volvo Ocean Race - Technology partner to deliver the

assessment and recommendation, due diligence

temporary site networking services.

assessments for cost & technical approach, legacy

UEFA Champions League - Temporary city wide Wi-Fi

planning, specification creation, on site deployment,

footprint - project managed, resourced, designed and

oversight and cost saving identification.

deployed the networking systems.

Event Network Deployments - Worldwide capability

Women’s British Open Golf - Project managed and

to design, deploy, support and remove event networks.

deployed the media centre, players areas and sponsor

High speed internet, managed Wi-Fi and wired systems,

activation technology requirements.

people.

To find out more contact:

“Rely on us to provide you with what you really need” 6 4 MAJOR E VENTS HANDBOOK 2019

SPORTS EVENT ORGANISERS & EXPERT SUPPLIER PORTAL A single point of access for all the core competencies necessary to successfully host a major sports competition.

+44(0)20 7709 2350

enquiries@majoreventsint.com

EXPERT SUPPLIERS

ENABLING YOU TO T.R.A.P.® THE THREAT

Some call it ‘behavioural analysis’, others ‘behaviour detection’. Some call it ‘differentiation’, others use the term ‘profiling’.

Green Light’s solution is called Tactical Risk Assessment of People, in short: T.R.A.P.® Common sense-based security which empowers both security and non-security personnel to focus on people and situations that demand further investigation.

For more information please call +44 (0)20 8255 9447 Or email Nicky Simonds-Gooding at nickysg@gltrap.com

How can technology enhance event security?

Having founded and managed a specialist crisis and incident management software firm and with over 15 years’ experience in emergency and counter terrorist planning for events and as an officer with Police Scotland, Ian Kerr of Raven Controls shares his thoughts on how technology can enhance event security.

We live in a threat rich and litigious world. All too often, our headlines are dominated by the challenges facing event organisers from terror attacks, through to more common risks such as bad weather, slips and falls, or missing persons.

This knowledge of a potentially dangerous situation is the key to effective safety and security, and by proxy, the quality of the event goer’s experience.

If everyone has access to security software on their tablet or smart phone, they can notify and escalate important information, actions or response without delay, giving teams complete visibility of their operation as it happens. The ability to keep track of actions, decisions and updates in real-time allows teams to remain agile in approach, with improved response times and consistency. Being fully informed through shared information and decision making, allows our event professionals and our wider delivery teams to safely enable and continue to deliver world class events l Ian Kerr Founder, Raven Controls

The stakes are high for events that do not have robust and integrated safety and security strategies in place. If events are to keep up with the growing number of risks that could put excited event-goers in danger, it’s crucial that efficient tools and processes are put in place - this is where technology can help.

New technologies that streamline the recording and management of issues at large-scale venues and events are transforming the way safety and security operations are run for the better. Incident management software can automate the logging process, reducing radio traffic and ensuring a high quality situational awareness that can be shared across multiple geographical locations and in real time.

WWW.GLTRAP.COM MAJOR E VENTS HANDBOOK 2019 67

INSIGHT

INSIGHT

IAAF’s challenge: uniquely a marathon and a sprint!

The IAAF World Cross Country Championships Aarhus March ‘19 hit new heights in many ways, not least because it was the first time that an IAAF championship course crossed the roof of a museum!

The partnership between the IAAF and the Danish Local Organising Committee was a perfect match, with both committed to reinventing and revitalising one of the most traditional events on the athletics calendar. The IAAF challenged the LOC to come up with a new concept for cross country, combining both traditional elements of what is arguably one of the world’s original extreme sports, with a modern approach that would appeal to new generations of fans- and they succeeded admirably.

The outcome was a course that was uniquely challenging for the athletes and fascinating for thousands of spectators and fans. Set in the grounds of the Moesgaard Museum, outside of Denmark’s second city, the course took best advantage of the local topography, featuring hills, mud, sand, a water hazard, a detour through a hospitality tent and a Viking gauntlet.

Its crowning glory was the climb up the steep (ten degrees) grassed roof of the Moesgard Museum and the descent to the finish line, which proved pivotal to every race outcome.

The event has been hailed as a landmark in

68 MAJOR E VENTS HANDBOOK 2019

the history of the sport. The IAAF Ambassador to the WXC19, triple world champion Lynn Jennings, said: “The natural elements of this course are as authentic as they should be.

The hills. The undulations. Add in the extra elements of the mud and water, and it is truly the best and the toughest cross country course I’ve seen.”

The IAAF first introduced a mass participation element to one of its global championships at the inaugural World Half Marathon Championships in Copenhagen in 2014 and this has become an integral part of that event in subsequent editions. At last year’s half marathon championships, some 16,000 recreational athletes tested themselves against the same course as the world’s best runners in Valencia, Spain.

One lesson learned from this event is that we must do more to promote the opportunities we are now offering for recreational runners to run in the footsteps of our champions Looking to the future IAAF Productions will provide the

host broadcast to television rights-holders at the World Athletics Championships Doha 2019, from September 27-October 6, where it will focus on cutting-edge technical innovation to provide an unprecedented viewing experience for the sport’s global audience.

Representatives of the next host of the World Cross Country Championships, Bathurst, Australia, left determined to meet the standard established in Denmark, and there has been increased international interest in bidding for future WXC editions.

The IAAF conducts an Observer programme for prospective event hosts at its World Athletics Series events and those who attended in Aarhus were certainly inspired.

This general surge in interest in cross country running comes at the perfect moment, as the IAAF is pushing for the return of the discipline to the Olympic programme in Paris in 2024, a century after it last appeared on the Games programme.

The biggest lesson from Aarhus is that fortune favours the brave, and the IAAF intends to take that approach in planning for all of its future events. l To bid for one of our events, https://www.iaaf.org/hosting Nicole Jeffery, Head of Communications, IAAF

MAJOR E VENTS HANDBOOK 2019 69

C A SE S TUDY

FIM Motorcycle Trials World Championship Client: Sport7 Sector: Live Stream / Broadcast Anywhere Service: Live Stream / Video & Sports TV Series Production

Brief - Produce multi-camera LIVE coverage of qualifying to the client’s social media platforms (Facebook, YouTube etc.)

- Make the feed available to other partners as required (i.e. Red Bull Media) - Filming to be creative, dynamic and engaging for the viewer - Appeal to a new audience without offending the knowledgeable, even die-hard fan - Produce a series of 8 x 26-minute International Broadcast Television Programmes - Deliver to 63 territories to International TV specifications within 72 hours of end of event - Provide all equipment and personnel to achieve the above

Powerful technology solutions for events, meetings and members Websites Ticketing Scanning Onsite Support

Solution

Digital Marketing

We support 100’s of major events around the world www.shocklogic.com

info@shocklogic.com

+44 (0) 207 326 0286 @Shocklogic

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-

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Our team put itself through an intense education programme to fully understand the nuances of the sport We canvassed fans of the sport and those who didn’t know the sport to establish what each wanted to see We looked at the challenges of the terrain and came up with new ways of filming in an extremely mobile and efficient way to ensure

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movement around the sections to gather the maximum amount of footage to tell the story of each event We invested in the latest lightweight 4K cameras and post production equipment We devised a way of linking cameras and putting the content through bespoke equipment and software packages to ensure seamless live coverage for the Live Streams We streamlined the workflow in postproduction to ensure the deadline was met

Outcomes -

-

-

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The production of live stream footage that took the viewer into the sport in a way that had never been achieved before Rave reviews from stalwarts of the sport who welcomed the innovative creative approach A new audience accessed the sport for the first time The series of 8 TV programmes was delivered to 63 territories around the world An audience of millions was delivered across multiple platforms The event attracted new and additional sponsors and marketing partners wanting to access the highly valuable platform delivered

On the 8 weekends between May and September that make up the FIM World Motorcycle Trial GP Championships, the world’s elite motorcycle trials riders assemble to compete over 30 “sections” of terrain.

About TrialGP Competitors must each navigate a predetermined route that means they must negotiate mind-bogglingly steep mountainsides, huge rocks on cliff edges, knee deep running streams and breath-taking natural obstacles: And all without putting a foot down. TrialGP is a mixture of supreme motorcycle mastery and technique, tenacity and guts.

Filming in these conditions is incredibly challenging but our teams’ detailed planning and execution, ensured that we captured moments that others could not. These moments are what turned the show from a highlights reel into an action-packed show which you couldn’t peel your eyes away from. l www.trialgp.com www.giggabox.co.uk

MAJOR E VENTS HANDBOOK 2019 71

SPONSORED FE ATURE

SPONSORED FE ATURE

The evolution of sports branding: A journey above par The world of sport and fan engagement transforms minute by minute with big data, audience knowledge and raised expectations.

No longer is it enough to just watch a game, fans want full immersion; whether on-site, online or watching from home. The boundary which surrounded the physical field of play no longer exists and sports branding has evolved exponentially to match, and in exceptional circumstances, exceed, fan-expectations.

Organisers of sporting and large-scale events are held accountable for feeding the appetites of millions, delivering, curating and packaging thrilling action alongside immersive and innovative experiences. MEI member, CSM Live is driven by a passion to meet these demands and provide branding and live experiences that create lasting memories for fans. Merging culture with sport; colour with inspiration; words with passion: delivering world-class, award winning events that appeal directly to fans.

The Ryder Cup is undisputedly one of the world’s greatest international sporting events, occurring biannually on alternating sides of the Atlantic, pitching a European Team against US opponents over a three day, 28-match tournament. The excitement lives traditionally on the course, with the 21st Century challenge being to expand the experience beyond the

72 MAJOR E VENTS HANDBOOK 2019

restricted to the field of play, advertising hoardings decorated tees and greens, and branding primarily focused on facility identification and way-finding signage.

2006 saw a shift in emphasis when the core Ryder Cup identity became the over-arching brand at the K Club, Co Kildare, before developing even further during the 2010 Celtic Manor staging. Uniquely here, the local area featured as a cultural element; with the evolution of ‘city dressing’ and the expansion of the fan experience beyond the course confines.

Branding started to break free.

In 2014 Gleneagles encompassed a natural progression towards the rise of brand placement, with a major Visit Scotland branding exercise taking place in and around the venue.

The look and feel of the event was utterly transformed by the new, unified branding and the bold blue look of the Ryder Cup as the prevailing image, with sponsors having to shed their individual corporate colours to fit within the event scheme.

More recently, our ability to produce giantformat grandstand branding and develop a creative fit-out, of both the US and European team rooms, has ensured we remain an integral partner to the Ryder Cup event delivery.

tees, fairways and greens onsite and also into the homes of hundreds of thousands of multiplatform spectators.

CSM Live has helped The Ryder Cup take their event experience to new heights.

Historically, individual event brand identity formed a similar Look and Feel across the European Tour, with visuals traditionally geared towards the title sponsor. Predominantly

The warm up to Paris 2018 reached into the cultural heart of the city with an iconic event at the Eiffel Tower marking the 365-day countdown. The world-loved landmark was re-imaged and dressed as a driving range as the US and European team captains recreated Arnold Palmer’s famous shot from the top of the tower.

By the time the tournament approached, and the branding programme was starting to develop in earnest: the transformation of

Le Golf National for both on-site spectators, remote viewers and the teams had grown into a project involving 40 staff over 58 days; a significant escalation from the 1997 project which had been completed by an onsite team of just 12 over one month.

The course itself became a Ryder Cup amphitheatre, every inch of the towering grandstands dressed, branding strategically placed and the player facilities transformed via carefully-designed fit-out to become

inspirational inner sanctums, with bespokedesigned fixtures, furnishings and messaging.

CSM Live’s attention to detail, proactivity and dedication to excellence helped ensure that the 2018 Ryder Cup gained staggering global attention. With over 50,000 spectators attending each day and a record global TV audience of over 500 million, this was a truly world-class event and one that was recently recognised as the Event of the Year at the BT Sports Industry Awards.

Sports fans’ expectations continue to rise and with that sports branding will continue to evolve. The future of branding is now undeniably linked to fan experience and the opportunities will only become bigger to enhance that experience further. l For more information on CSM Live’s ability to transform your event, contact Andrew Hodson | Head of Sport Partnerships Mobile: +44 (07931) 382262 | Direct: +44 (020) 82696213 andrew.hodson@csmlive.com

MAJOR E VENTS HANDBOOK 2019 73

SPONSORED FE ATURE

SPONSORED FE ATURE

Quality, Innovation, & Flexibility in Partnership We look forward to delivering ambitious briefs when partnering with events such as The Ryder Cup and, thanks to GL events’ complete event infrastructure offering and collective know-how, almost any result imaginable can be achieved.

including the first triple-decked temporary structures to be installed at a golfing event in France, and the largest ever 1st tee grandstand at a Ryder Cup. Having supported The Ryder Cup’s two most recent European events, and with in-depth experience of the venue, Le Golf National, and its unique topographical challenges, GL events were ideally placed to create a fantastic spectacle: upholding and advancing the event’s iconic aesthetic while providing an exciting, seamless, and unforgettable experience for all stakeholders.

Our solution

GL events creates diverse and dynamic temporary infrastructure for major events taking place year-round, around the world. Our history of delivering installations for live, international sporting events is testament to the quality of our products and service, as well as our ability to deliver solutions on a giant scale.

The challenge The Ryder Cup 2018 was the first to take place in France, hosting 270,000 guests from 90 countries worldwide. Our client challenged GL events to deliver transformative solutions, ensuring the best Ryder Cup yet; with a wish-list

GL events worked closely with organisers and local authorities to gain planning approvals that allowed for a raft of innovation.

We designed and constructed nearly 30,000sqm of event structures, including first-class multideck hospitality pavilions, fresh interactive

spectator zones, retail and dining facilities, and operational infrastructure. Highlights included: - 11,200sqm multi-deck hospitality structures; - Two triple-deck hospitality structures, the Louvre and 1927 Pavilions - among the first three-storey temporary structures to be built in France; - Three-storey passenger lifts; - 1,125sqm, 500-cover, balconied restaurant; - 600sqm premium hospitality venues built into our grandstands; - More than 850 glass windows and 200 glazed and automatic doors; - Additional structures at the Trianon Palace, Versailles.

Meanwhile, our massive grandstand seating installation put spectators at the heart of the action, and included: - 11,000 spectator seats; - Largest 1st tee temporary grandstand installed at a Ryder Cup; - Bespoke new reverse-wrap corner system within the 6,900-seater, double wrap-around grandstand on the 1st tee and 18th green area; •

•

•

•

Integration of media booths and hospitality structures ; Exceptional views from 16m-high VIP skyboxes overlooking the green; Highest lines of sight and comfort available, with spacious 375mm rise-per-row seating product installed throughout; Most inclusive and intimate viewing experience possible, including multi-level, accessible standing and wheelchair platforms.

Real benefits delivered to the client Our contract with Ryder Cup Europe enables GL events to develop and deliver innovative benefits and ‘firsts’ at The Ryder Cup. Our approach is highly consultative: listening, making suggestions, and above all, working together. Our structures and seating divisions work in seamlessly partnership, which is always a massive benefit 74 MAJOR E VENTS HANDBOOK 2019

to clients. This collaborative approach enables The Ryder Cup’s ambition to create unforgettable experiences and we’re delighted to play our part in delivering that vision.

Other possible applications GL events UK has unmatched experience in global sporting events and we’re incredibly proud to include some of the best outdoor sporting events on the planet among our portfolio. We’re enjoying a run of quality partnerships with outstanding clients, all of whom are looking for a higher standard of delivery and service.

The beauty of our solutions is their flexibility: from conferences to exhibitions, festivals and sporting events; whenever and wherever major event infrastructure is required, we have the drive, know-how, premium kit and commitment to build success for event organisers. We’re motivated to play our part in some spectacular events to come.

“What we put to the GL events UK team was no small task but, with meticulous planning, GL built some incredible structures. The spectator village created a wonderful atmosphere for the Opening Ceremony and evening entertainment.

The grandstands looked superb and the grandstand at the 1st tee and 18th green will go down in Ryder Cup history. It looked spectacular on TV, the players loved it and most importantly the spectators relished the atmosphere created.

“Our success was down to all parties working together with the joint goal of staging the most successful Ryder Cup we’ve had in Europe.”

Edward Kitson, Ryder Cup Match Director events creates diverse and dynamic temporary infrastructure for major events taking place year-round, around the world. Our history of delivering installations for live, international sporting events is testament to the quality of our products and service, as well as our ability to deliver solutions on a giant scale. l

Client comments “The 42nd Ryder Cup was always going to present challenges; however, I think it was clear to see that this was the biggest and best Ryder Cup to date.

David Tunnicliffe Commercial Director, GL events UK David.tunnicliffe@glevents.co.uk www.glevents.co.uk 01332 850000 MAJOR E VENTS HANDBOOK 2019 75

INSIGHT

Tell it Asset is The words legacy and sustainability are unavoidably overused in major events, as Local Organising Committees emphasise the positive impact of the permanent infrastructure on their neighbourhoods, but what about the temporary equipment used? The stories that come from the redistribution of these assets during the dissolution phase often remain untold.

Tangible Benefits

The volume of equipment required to stage events can be vast - the London 2012 Olympics and Paralympics stored over 23,000 different types of equipment in their warehouses, from referees’ cards to cardio monitors, pommel horses to ponchos, court surfaces to country flags – and everything needs an eventual home.

Sports equipment is always in demand and the only dilemma is whether to earn revenue in memorabilia sales or to benefit grass roots level sport, but the equipment used away from the field of play is unsurprisingly less desirable.

The inaugural multi-sport European Championships in Glasgow last summer was part-funded by the local council and as such, there was a real emphasis on maximising their investment. Working with the education authority, televisions were distributed to schools as part of a roll-out of technology that had previously been earmarked, as well as surplus stationery items.

Tools and personal protective equipment were passed to the city’s training centre to be used by apprentices and fridges were donated to the local housing authority.

From the sublime design….

For Rugby World Cup 2015, legacy use was considered in the initial product selection.

Spectator services chairs (pictured) were selected in green, with onward use by tennis clubs as umpire chairs in mind. Repurposed wheelie bins were used for confiscation bins rather than the clear plastic cubes used at previous events, which had no alternative use. ….to the ridiculously conspicuous Event ceremonies are usually a closely guarded secret, so the list of props is often not disclosed

The council’s charity partner redistributed excess uniform items to the developing countries they were working with. Nothing was wasted. until after the event and can include the weird and the wonderful. At Glasgow 2014 Commonwealth Games the closing ceremony included giant glitter balls (pictured), an item with a fairly limited second hand market!

Eventually buyers were found with one still on display at a local gig venue.

.…so when scoping equipment for your major event, consider its life after the event, and the sustainable legacy you can create with the right product choices! l Simon Taaffe Head of Finance & Commercial at Scottish Gymnastics MAJOR E VENTS HANDBOOK 2019 7 7

YOUR PARTNERSHIP WITH CRISIS RESPONSE JOURNAL TOGETHER WE

MULTIPLY

CR

INSIGHT

Q&A with World Sailing “All of our partners are committed to working with us on sustainability initiatives”

THE FORCE OF YOUR BUSINESS

streaming days has allowed World Sailing to distribute large amounts of content to different sub-sets of fans. For example, there are six Olympic boats across the ten Olympic Events.

Each boat has a dedicated and hardcore fanbase across social media. World Sailing super-serves each fanbase through boat specific content, distributed directly to them in almost real time throughout every day of live.

This enables them to access content that is personalised to them.

What is your biggest event? Why is it so successful?

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And now you can access our entire global network, by becoming a CRJ Key Network Partner. We can work together to connect you with the right decision makers, extend your reach in new markets and drive your brand awareness.

We call them Key Network Partnerships, because you’re not just becoming a partner of ours – but leveraging access to our entire global network.

Work with us to multiply the force of your business, influence your market, gain exposure in the all the right networks and drive awareness in your core audience, to power your organisation forward.

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Extending your reach, increasing your exposure and driving your brand awareness.

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The Sailing World Championships is World Sailing’s biggest event. The Championships is held every four-years and is the principle qualification event for the Olympic Games: the event attracts in excess of 1,000 sailors with around 80-90 nations participating across the ten Olympic Events.

At the Hempel Sailing World Championships in Aarhus 2018, 15.67 million people watched the event globally with more than 400,000 spectators attending the fan-site.. Alongside Hempel, SAP were the Official Technology Partner of the event with further support from Sport Event Denmark, the City of Aarhus, Sailing Aarhus and the Danish Sailing Federation. The next edition of the Sailing World Championships will be in The Hague, The Netherlands in 2022.

What innovations have the your federation made to maximise revenues?

World Sailing launched the eSailing World Championship in 2018 in partnership with Virtual Regatta, the leading digital sailing platform. The game itself provides revenue opportunities through in-game purchases and in-game sponsorship. World Sailing has also invited its Member National Authorities to hold National Championships through commercial relationships and to date, both the United

Kingdom and Switzerland have announced their event. The Sustainability Agenda 2030 positions World Sailing at the forefront of sustainability within sport and all of our partners are committed to working with us on sustainability initiatives.

What innovations have your federation made to improve fan engagement?

World Sailing adopted an OTT approach to its broadcasting at the Hempel World Cup Series of events, moving away from the traditional, linear model that was adopted in the lead up to Rio 2016. The use of Grabyo on the live

Which suppliers are you delighted withand why?

World Sailing’s top tier partners are Rolex, Hempel and SAP. Hempel are World Sailing’s Official Coatings Partner and the title sponsor of the Hempel World Cup Series. Hempel sponsored the World Championships to engage their staff and promote their brand globally. Hempel have a unique opportunity to go behind the scenes at World Sailing’s event and entertain their guests at World Cup events, engaging with Olympic athletes on the journey to Tokyo 2020. Furthermore, the Hempel World Cup Series also generates MAJOR E VENTS HANDBOOK 2019 79

YEARS...

6|B hails g Number | Young team Festival s & Creem in a live setting Strawberrie | Brand identities in 3D Thinking

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World Sailing has enjoyed a long-standing relationship with the International Olympic Committee and other members of the Olympic Family.

We would advise other Federations looking to become part of the Olympic Family to embrace the opportunities that are available to them. You are closely linked to some of the world’s leading sporting experts, innovators and progressive leaders. Use the opportunity to learn from others and embrace new ideas and concepts which will ultimately propel your own federation forward to achieve your goals and objectives. l

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Furthermore, we work closely with the World Sailing Trust, our charitable arm. The World Sailing Trust most recently received funding from 11th Hour Racing to support two projects. These new projects will focus on training young sailors on environmental sustainability and reducing

What advice would you give to other Federations looking to become part of the Olympic Family?

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Sailing is often perceived as a complicated sport to understand. It has been challenging for World Sailing to explain the sport in the past but as mentioned above, the SAP partnership helps break the mould. The public perception of SAP Sailing Analytics and the broadcast product is positive. We are continuously looking to evolve. World Sailing’s Sustainability Agenda 2030 is also an ambitious undertaking and one that cannot be completed without partnerships. Every World Sailing partner is committed to supporting the Sustainability Agenda 2030 and we are continuously working with them on initiatives to protect the waters of the world.

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What challenges do your federation have which you are looking to solve with technology or partnerships?

More than ever before there is an emphasis on boosting participation in female sports and supporting females within the sporting industry.

The World Sailing Trust has also announced that it has received funding for a project to look into supporting women and girls in sailing.

The project will explore gender parity across the sport and within the sailing industry and aims to promote diversity, make sailing more accessible and increase participation. This will inform a programme of work to support women and girls, as well as make recommendations for other partners across the sailing industry.

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The tool helps sailors analyse performance and optimise their strategy, brings fans closer to the actions and provides the media with information and insights to deliver more informed commentary. SAP want to use the partnership to promote how they harness data and sailing is an excellent sport for them to be able to do this. We consider ourselves forward thinking in this area, and so do SAP, which ensures a strong and collaborative partnership.

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SAP are World Sailing’s Technology Partner and use the Hempel World Cup Series to showcase their technology initiatives in World Sailing’s broadcast output and through their SAP Sailing Analytics. SAP provide live results, tracking and analytics via sapsailing.com. This data is invaluable to sailors, coaches and the media and also provides fans with an opportunity to follow every race as it happens live.

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the negative impact that the sport of sailing has on the environment. 11thHour Racing is an international organization based in Newport, RI that establishes strategic partnerships in the sailing and maritime communities to promote collaborative, systemic change benefitting the health of the ocean. The two projects supported by 11th Hour Racing seek to improve sustainable practices by engaging with sailors at a number of stages within the sport but are primarily geared to a grassroots level.

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Curling moving off the thin ice Curling had a breakthrough year at the PyeongChang Olympic Winter Games, 2018, with the debut of a new discipline: mixed doubles, and the inclusion of curling during every day of the Games.

2018; Omaha, United States in December; Jonkoping, Sweden in January and Beijing, China in May – were delivered as planned.

Every event has had a full complement of teams; comprehensive TV packages produced and delivered to broadcasters, and overall the new competition format has been welcomed by the athletes, who have also supported the brand of the Curling World Cup. However, implementing a new series of this scale has also thrown up challenges. The timeline for implementing the events was short and raised questions over the growing length of the season. The Tour routing also required

Images: © WCF / Céline Stucki

This first-of-its-kind event was to be implemented from scratch. It was a massive undertaking that involved hiring new staff and designing a new brand and competition format, that was to have a significantly different look and feel to other World Curling Federation events.

All of this was aimed toward the goal of implementing four new global competitions in the curling season. Sponsors, host venues, TV crews and media partners were found to implement the vision. The Curling World Cup is curling’s equivalent to golf’s Road to Dubai or rugby’s Sevens World Series. It’s the first World Curling Federation product that has four events woven together that progress to a Grand Final at the conclusion of the series.

Images: © WCF / Céline Stucki

Following this success, the World Curling Federation had ambitious plans to capture the undoubted interest that was generated for the sport. One plan to capitalise on this and to introduce more opportunities for sports fans to watch live curling on TV was the introduction of a new, four stage world series for the 2018-2019 season. This saw the introduction of the Curling World Cup.

It was also the very first international curling event, with athletes wearing their country’s colours, that had prize money on offer. All big firsts for any organisation to pull off under ideal circumstances, but especially challenging considering the time constraints of wanting to capitalise on the windfall of Olympic attention.

In May 2019, the first season of the Curling World Cup concluded, with the Grand Final at the Shougang Arena, Beijing, China – near the Olympic Winter Games Beijing 2022 headquarters. Things have gone well: all four of the events – in Suzhou, China in September

athletes to cross continents for various competitions in a short space of time.

Also, in its debut season, it was important not to over-estimate the level of coverage and interest that would be generated. Time had to be taken to educate people on what the product was and why it was introduced.

Therefore, there had to be a balance between ambition and modesty when setting goals.

Overall the Curling World Cup’s maiden season was a success. Over the summer, time will be taken to review it in full and consider how it can be improved for future years. l MAJOR E VENTS HANDBOOK 2019 83

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Sustainability no longer a ‘nice-to-have’ – it’s an essential part of event planning and delivery Matthew Campelli Founder and editor of The Sustainability Report – The Inside Track on Sport Sustainability, on some of the opportunities and challenges that lie ahead for host cities, sports federations and suppliers.

“We are trying to drive sustainability by having a strategy for the whole Olympic Movement,” said Thomas Bach, the International Olympic Committee president, at last year’s Smart Cities and Sport Summit.

“What does it mean for the IOC as the leader of the Olympic Movement?

What does it mean for International Federations when they’re organising World Championships? What does it mean for clubs organising competitions?”

They’re all good questions – and questions that need to be addressed convincingly

by host cities, sports federations and suppliers if they are going to help deliver successful sporting events going forward.

For the 2019 FIS Alpine World Ski Championships the majority of the energy came from non-fossil fuel sources. ©Nisse Schmidt/Are 2019

Hosting an event that is environmentally sustainable and socially responsible is no longer a nice-to-have – it’s now an essential part of planning and delivery. From 2026, Host City Contracts issued by the IOC will include more stringent sustainability criteria around venue development, brand identity, procurement, governance and finance.

And it’s not just the IOC paying close attention to this. International Federations such as the FEI and IIHF have developed sustainable event guides to provide practical information for organising committees, host cities and venues on topics like waste management, carbon emissions reduction and buying sustainable products and services.

Since the turn of the year, a number of major sporting events have been pushing the envelope when it comes to sustainable operations. For the 2019 FIS Alpine World Ski Championships in February the majority of the energy

8 4 MAJOR E VENTS HANDBOOK 2019

came from non-fossil fuel sources after event organisers made a point of investing in electric transportation and renewable energy. Sustainability was one of four core objectives for the event, which was organised in accordance with ISO 20121 – the sustainable event standard conceptualised for the London 2012 Olympic Games.

In January, the 2019 Australian Open hosted around 780,000 spectators by serving them food with 100% recyclable packaging. Sandwiched between the two events was Super Bowl LIII, hosted at Atlanta’s Mercedes-Benz Stadium (widely recognised as one of the most sustainable sports venues in the world), that showcased the ambition of NFL’s Green division.

While sustainability work has historically been about compliance, progressive sports organisations are beginning to understand that having a robust environmental and social strategy is critical to their future success.

Skiing and tennis, for example, are under increasing pressure from the changing climate. The former is facing existential threat as the temperature of the Earth rises year-on-year. Player welfare has been a major talking point at the Australian Open over the past few years, with some competitors falling ill during matches because of the intense

‘It’s a movement that is only going to get stronger with every passing event trying to set the next benchmark’ Melbourne heat (nine out of the 10 warmest years on record in Australia have occurred since 2005).

Sustainability, as the NFL demonstrated during Super Bowl LIII, can also be an important fan engagement tool during events. The recycling activation devised for 2019’s flagship game was built around finding and acknowledging spectators using the correct bins, awarding them a Super Bowl hat and celebrating them on social media.

Deepening relationships with existing fans and engaging the next generation should be among the top priorities for any sport. Young people, in particular, are more likely to spend their time and money with brands demonstrating a positive societal impact.

The same is increasingly true for sponsors.

NFL is able to become more ambitious with the ‘Green’ programme it builds around the Super Bowl every year due to sponsorship from Verizon. Last year’s Special Olympics US generated $100,000 in extra sponsorship money because

of its strong environmental and social sustainability strategy.

And brands like Toyota and Lucozade have partnered with Tokyo 2020 and the 2019 London Marathon to respectively showcase the work they’re doing around electric mobility and biodegradable beverage capsules, designed to replace plastic bottles.

There are some exciting events on the horizon: the 2019 FIFA Women’s World Cup in France and the World Rowing Championships in Austria are shaping up to be two of this year’s standout events sustainability-wise, while the next two Summer Olympics – Tokyo 2020 and Paris 2024 – are building on the ambition shown

by London in 2012.

It’s a movement that is only going to get stronger with every passing event trying to set the next benchmark. So sign up to The Sustainability Report newsletter for the latest headlines, analysis and insight in the sport sustainability space to stay prepared for the opportunities and challenges ahead.

For the latest headlines, analysis and insight in the sport sustainability space, sign up to The Sustainability Report newsletter now

www.sustainabilityreport.com MAJOR E VENTS HANDBOOK 2019 85

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UCI Road World Championships: tradition, evolution and innovation For most Elite cyclists worldwide, the UCI World Championships are the highlight of the year, with each UCI World Champion earning the right to wear the prestigious rainbow jersey for the following 12 months.

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For road cycling – one of cycling’s five Olympic disciplines – the UCI World Championships offer 11 world titles across the different races and categories. The UCI Road World Championships are traditionally held over eight days in September with around 1000 athletes – men, women, Juniors, U23 and Elite – converging on one region in a bid to become UCI World Champion.

The Local Organising Committee (LOC) and the Union Cycliste Internationale (UCI) collaborated closely to provide a range of spectacular race routes, starting at different venues and finishing in the city of Innsbruck. The racing was exciting and unpredictable, and while thousands of spectators watched the racing from the roadside, millions more followed the action on television.

organised for the first time in 2023, in Glasgow and Scotland (GBR). This unprecedented event will bring together 13 of cycling’s UCI World Championships: road, track, mountain bike (XCO, XCE, XCM, DHI), BMX Racing, BMX Freestyle, trials, indoor cycling, para-cycling track, para-cycling road and Gran Fondo. This huge cycling festival will be held every four years, preceding each Olympic year.

Years of planning go into the organisation of the Road World Championships, which are a magnificent showcase not only for the sport but also for the host city/region.

TV viewers throughout Europe watched nearly 50 million hours of the 2018 UCI Road World Championships on public service media, thanks to a partnership between the European Broadcasting Union (EBU) and the UCI. Overall, the event was aired in 53 European countries, with coverage provided by Eurosport in nonfree-to-air countries.

Still looking forward, the UCI Road World Championships will be organised next year in Aigle and Martigny (SUI), then in Flanders (BEL) in 2021, in Wollogong (AUS) in 2022 and in the German Part of Switzerland (SUI) in 2024.

The only continent that has not yet hosted an edition of the UCI Road World Championships is Africa. To redress this imbalance, the

In 2018, the UCI Road World Championships were organised in Innsbruck-Tirol in Austria.

UCI has invited the countries of Africa to present bids to host cycling’s flagship event in 2025. This will be a landmark event in cycling’s history and consolidate the growth of the sport in Africa. l Founded in 1900 in Paris (France), the Union Cycliste Internationale is the worldwide governing body for cycling. It develops and oversees cycling in all its forms and for all people as a competitive sport, a healthy recreational activity, a means of transport, and a fun activity.

The UCI manages and promotes the eight cycling disciplines: road, track, mountain bike, BMX Racing, BMX Freestyle, cyclo-cross, trials and indoor cycling.

Additionally, the 2018 UCI Road World Championships were broadcast in almost 100 countries around the world, confirming they are one of the most viewed road cycling events of the year.

Despite the proven success and popularity of the UCI Road World Championships, the UCI continually strives to innovate without detracting from the sport’s deep-rooted traditions that saw cycling join the Olympic programme in 1896.

This desire to improve and move with the times has prompted the creation of a new event at this year’s UCI Road World Championships, to be held in Yorkshire (GBR): the team time trial mixed relay. To be raced by national teams of three women and three men, this will shine the spotlight on National Federations and encourage gender equity, with men and women competing in the same event.

Another innovation is the creation of the UCI Cycling World Championships which will be

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6 things we have learnt, that you may want to know

2. Embracing Play

5. Engineering share-able experiences

Play is integral to many successful events. A sense of play is a natural attraction for people, a global phenomenon shared across all ages, and cultures. Embracing and promoting play has been proven to be of immense value in many of today’s success stories. The evidence on its value is everywhere, on, and off, the fields of play.

The fundamental purpose of an event is to bring people together at a time and place to share an interest, ideally to experience a shared passion together. So we need to engineer shared, and shareable experiences. We know the ‘Herd Effect’ is is a strong magnet. People do what others are doing.

We are not short on information in today’s world, in fact making sense of the data has become as much of a challenge as it is a solution.

Image: Emma Dau

Whether it be a World Cup one off, a Super Bowl, or a regular season game day, we all seek the sublime, something immense and impressive.

4. An Aspiration

Sometimes sharing a few meaningful insights can make our lives a bit easier, so here are some take outs from our study into the world’s iconic events. Six ideas for you to consider in your work. Like ingredients, each event had some, or all of these elements, in different measures. And while they aren’t the only ingredients, these are common features in many of today’s successful events.

purpose. And critically what we have observed is that there must be a shared purpose, between the organiser, and the audience the event serves.

The purpose of both sides must meet.

As seen in World Cup’s across the years, and the likes of the HSBC World Rugby Sevens across the globe each year, to today’s success stories like esports League of Legends, this human need for play has been embraced to powerful effect.

1. A Shared Purpose The best events are where people come together to share a passion. And sometimes, these events become highly influential in our lives. They capture our hearts and minds, creating a feeling for a moment in time.

When they do, they seem like ‘zeitgeist events’, where a shared purpose and belief embraces us all. These events are our ultimate aspiration as an industry, in that they are truly influential, creating impact and change in their worlds.

And if we study these ‘zeitgeist like’ moments, it is obvious these events share one thing, in that they have a very clear reason to exist – a clear

88 MAJOR E VENTS HANDBOOK 2019

Events, by definition, should offer something different to everyday life. And the great events create a platform that allows people to achieve some form of aspiration. Something they can’t normally experience.

Image: PHIL NOBLE / REUTERS

This shared purpose must then be clearly articulated by the organisation behind the event, which connects strongly to the audience around the event. And whilst this can be difficult to achieve, the simple formula we have learned is the greater the sense of purpose, the greater the event.

Image: Daniel Antony

Image: Canva

All our iconic events are shared, and shareable.

The events bring the masses together, and the experiences are amplified, through word of mouth, online, and in real life.

6. A positive influence

Image: Spencer Imbrock

But it’s not always easy to achieve. So being clear on the purpose of our event is critical.

Knowing what influence we want to have, and on whom, is the key to creating inspiring, and achievable outcomes.

So the more we can encourage the sharing of the experience, both at the event with others, and outside the event itself, the greater the event becomes.

Whether it be an opportunity to say ‘I was there’, or access to a ‘can’t buy it’ experience, we know that giving people fulfilment of an aspiration, even for just a moment, is enough to create an immensely powerful event.

3. Be famous for something.

If you think about the world’s iconic events they are all famous for something. They are all capable of producing moments of wonder.

Often called the ‘wow factor’, we have all experienced it. These are the moments that capture our minds and create a feeling of amazement. A place where a sense of awe embraces us, influencing our thinking, our reactions and our reflections. Given the power of these experiences, we are all searching for these moments. Creating powerful, influential events.

As is the ‘FOMO’, the valuable ‘social currency’ of being where the people are. This is a huge asset in the world of events, you could say our industry is built on it.

we are in a powerful position, we can (and should) use events as a catalyst to achieve our desired goal. To create attention, action, and celebration. To connect, engage, and influence.

Impact in the moment, and for the future.

As we know, our events can inspire people, creating powerful moments and memorable stories. We influence people. Sometimes we can even change lives. So as event providers

Whether it be the legacy of an Olympics, the influence of a World Championship, or a regular game day, our events can, and should all all have impact.

We are in a powerful position. What influence can you have? And on whom? l Andrew O’Loughlin Andrew O’Loughlin has enjoyed a 25-year career in major events, most recently as Director of a leading international event agency. Now a leading Advisor in Experience Design, a researcher, author, and co-host of ‘The Event Show’.

Whether that be the World Majors Marathon Series, the Hawaiian Ironman or many other success stories, these events have tapped into the power of offering a channel of aspiration.

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Out of Africa Sustainability initiatives are not the sole domain of the traditional major sporting hosts- Africa is playing its part.

According to a recent Ernst & Young report, Africa is the most attractive investment destination after South East Asia. With many African countries overicoming a myriad of challenges and adopting new economic approaches, Africa is continuing to offer unexploited business opportunities for entrepreneurs, global corporations and institutions. This explains why Africa has played host to a soaring number of serious international events, meetings, conventions and exhibitions in the recent past.

Business Event Planners and PCOs with a focus on Africa will attest that Africa offers inexhaustible opportunities for green event practices and sustainable MICE venues. There’s a widespread realization that the 4th industrial revolution needs to be harnessed to help leapfrog the continent’s MICE industry if the continent is to fully realise the advantages of this sector.

The 1st Global MICE Summit that was held in Nairobi in November 2018 was hailed as a demonstration of Africa’s capacity to host a large scale global event with a sustainability focus in its execution. Beyond being paperless and plastic-free, the conference leveraged the use of technology and green innovations to keep attendees engaged. The event also incorporated a “green-tour” in which delegates took part in a walking safari ending in a night 9 0 MAJOR E VENTS HANDBOOK 2019

seed ball catapulting session and museum tour.

Some of the green practices that are gaining popularity in Africa are: Eco-Sourcing and Local food From local vegetables to local meat delicacies, including local authentic delicacies in event catering not only provides visitors an opportunity to sample the local culture but it directly impacts the social economic aspects of the host communities.

Green Transportation

Event Technologies

We are increasingly encouraging event participants to walk, use a bicycle or group transport to reduce carbon emission.

With the upsurge of mobile technologies, managing a paperless conference is now easily achievable. The 1st Africa Tourism Technology and Innovation Forum recently held in Nairobi deliberately settled on digital banner displays to replace the traditional PVC banners and incorporated the use of interactive screens and kiosks for information dissemination and attendee engagement.

Green Tours PCOs in Nairobi have implemented “green tours” where conference visitors tour the world’s only national park in the capital city, the museum or do a comprehensive city tour with well trained professional city guides.

Sustainable Gifts Meeting planners have a more sustainability consciousness when it comes to selecting giveaway items. A common phenomenon in our

conferences and events has been to package branded seed balls as give-aways which allows delegates to plant indigenous trees as a way of giving back to the host community.

With the current rise in green innovations and sustainability consciousness, we can only expect the continent to enhance its position as a key sports event destination in the coming years. l

Green venues Sports venues in major African cities are under increasing pressure to meet global standards with regard to sustainability principles on issues such as energy & water efficiency, responsible production & consumption, inclusivity and reduction of plastic waste.

Kezy Mukiri CEO - Zuri Events, NAIROBI – KENYA Kezy is the CEO of Zuri Events, a leading PCO and sustainability champion based in Nairobi, Kenya. The company is a leading voice in the MICE Industry within East Africa and hosts the annual Global MICE Summit (www. globalMICEsummit.com) as well as the Africa Tourism Technology & Innovation Forum (www.atti-forum.org). Kezy is the Editor of the It’s A MICE World! digital magazine.

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Gold Coast economy enjoying Commonwealth Games gold The Gold Coast economy is running strongly and collecting golden results a year after the city hosted the 2018 Commonwealth Games

For 11 days in April 2018, the world watched in awe as more than 6600 athletes and team officials from 71 nations and territories converged on the Gold Coast for a magnificent spectacle of international sporting and cultural events.

The cost to host the event was not cheap, with the bill coming to $1.78 billion but a year after the final race was run and won, the economic benefits from the Games are still flowing into the city.

“This was initially fuelled by the construction of the infrastructure needed for the Games and, since then, the international exposure and the infrastructure has allowed for further growth in the city.” Luke Dixon, the Head of Real Estate Research for big investor AMP Capital, said the Gold Coast is an unusual market in that it is a regional city and yet

benefits from incredible international exposure and investment. AMP Capital owns Pacific Fair and invested $670 million redeveloping the flagship shopping centre in Broadbeach in the lead-up to the Games. The company also has several other commercial property investments in the city.

Mr Dixon said the demographic profile of the city is also changing rapidly. Where once in the 1970s and 1980s the Gold Coast was known as a retirement destination, that is changing.

“A lot of people who moved to the city in the 70s and 80s have stayed and this led to an increase in demand for aged care and health care services,’’ he said. “This in turn has attracted a lot of younger professionals to move to the region in recent years and they are bringing their families. This quickly changed the profile of the city from an older population towards a much younger one.”

Gold Coast Zone Chairman of the Real Estate Institute of Queensland Andrew Henderson said the Gold Coast has a strong economic

State Government figures reveal the Games will contribute $2.5 billion to the Queensland economy – with $1.8 billion of this impact on the Gold Coast – in the nine years to 2022.

The Games also attracted $5 billion in private sector developments, including the $200 million Gold Coast airport upgrade, $1 billion Jewel development and the $850 million upgrade of The Star at Broadbeach.

Gold Coast Central Chamber of Commerce President Martin Hall said the Commonwealth Games had significantly boosted the economy on the Gold Coast over a period of several years now. “This is reflected by the low unemployment rate, strong levels of business confidence and strong property prices,’’ said Mr Hall.

MAJOR E VENTS HANDBOOK 2019 93

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INNOVATE • REFORMULATE • CO-CREATE

At Host City 2019, Ciies, Event Owners and Suppliers will exhibit alongside a truly outstanding conference programme that include top-level speakers from some of the most influennal organisaaons worldwide alongside representaaves from businesses with experience of all aspects of event hossng.

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story to tell. “Migration to the city is running strongly, with thousands of new residents moving to the city every year,” said Mr Henderson. “Our population is now around 590,000 people and is growing by around 10,500 people a year.

Mr Dixon said the city was also benefiting from its proximity to the Queensland capital, Brisbane. “We are also seeing a lot of commuter families moving to the Gold Coast,’’ he said. “The Gold Coast is seen as a less expensive place to buy a home so many people with jobs in Brisbane are buying homes on the Gold Coast and commuting to work each day. “This has led the Gold Coast to be the fastest growing city in Australia and there is potential for the northern corridor to add another 50,000-60,000 residents over the next 10 years.”

Mr Dixon said the population growth and the shift towards a younger population was a good sign for retailers, other businesses and the regional economy. “There has been particularly strong population growth in the 20-40 years age bracket,” he said. “People in those age brackets are traditionally bigger spenders than those in their retirement years and that increase in spending will have flow-on effects for the city’s economy as a whole.

Planit Consulting Managing Director Boyd Sargeant said the 2018 Commonwealth Games had created the opportunity for further growth. “The infrastructure built for the games should provide long-run benefits for our city’s economy,’’ said Mr Sargeant. “We are seeing growth in the education, health and knowledge sectors as well as in the arts community.

“The city now also enjoys a significantly greater international recognition even when it was previously recognised as an international tourism hotspot.”

Mr Sargeant said the Gold Coast Health & Knowledge Precinct, which was home to the Games Village, would continue to attract businesses and generate jobs. “The health and knowledge precinct is forecast to create another 16,000 jobs for the city by the time it is fully developed in 10–15 years’ time,’’ said Mr Sargeant. “The Athletes Village itself has been transformed into a $550 million mixed use residential community called the Smith Collective.”

Since the Commonwealth Games the number of international students studying on the Gold Coast has grown to 17,000, with students from 130 countries students choosing the city for

their higher education. The city also continues to attract significant national and international events, hosting Eurovision Australia decides and the TV Week Logie Awards in the months after the Games, with the Gold Coast Marathon selling out for the first time in history in 2018.

Mr Hall said the city’s reputation as an international hub for film and television productions was on the rise. “The largest sound stage in the southern hemisphere was built in Movie World at Oxenford to be used as a sporting venue during the Games and is now attracting producers of big budget movies,” said Mr Hall. “Since the Games the city has attracted a number of major film productions including Aquaman, Dora the Explorer, Godzilla vs Kong and Reef Break.” Luke Dixon added there was still significant opportunity for further diversification in the city’s economy.

“The Gold Coast has consistently outperformed Brisbane on an employment basis and the divergence between the two cities has widened in recent years,” he said. “Department of Jobs and Small Business’ five-year growth projections place Gold Coast in the 96th percentile, with growth of 10.9 per cent.

“I see significant opportunities for growth in the ICT, health care, education, finance, professional services and transport industries.” l MAJOR E VENTS HANDBOOK 2019 95

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Many companies focus on supporting Major Events because they can be profitable business opportunities; equally, they increase employees’ engagement with the passion and adrenalin these events bring. But the challenges of doing business and operating internationally brings a subtle challenge: cultural differences. Winning business may be impossible if you underestimate it. Even if you win the contract, operations may become a nightmare if you continue to ignore it.

Fortunately, there are specialists out there that can guide you through the major events’ dialect and culture.

Imagine a negotiation with Spock, the Vulcan from the original Star Trek series. You have a great opportunity to provide a service to The Enterprise. Your sales representative starts a long activation conversation, talking about everything except the service he wants to sell. Finally, he offers the service and argues that Spock is going to love it, because “it’ll speak to his heart”.

You get the picture.

Different legal, political, or economic aspects are already a challenge, but they are easier to consider in the business environment. Culture, on the other hand, is largely invisible. For this reason, it is the most commonly overlooked topic in managerial issues, and consequently, there are several problems that arise because of it.

You may have the best and most unique solution to offer, that solves real problems that your target customer is experiencing. Moreover, you can have a better price and commercial model. And yes, your potential customer is interested and sees the value of it. Yet, this might not be enough to close a deal, and you don’t understand why.

Sound familiar?

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You may even close the deal, and come to the delivery phase of the service. New problems emerge. It seems your new customers never really follow the procedures you have agreed in contract with them, your local workforce seem not to understand what they must do: “how in the world does anyone get anything done in this country?”

Make sure you find someone who not only speaks the language, but understands the culture if you are to properly exploit an alien environment. l João Sarävia Frequency-Partners MAJOR E VENTS HANDBOOK 2019 99

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The 15th CSMF International Sports Consumption Exhibition April 2020 Beijing The CSMF International Sports Consumption Exhibition has built a China-based global sports industry resources sharing platform. We have established an effective connection among China’s government, sports industry, IFs, investment organizations and academic institutions over 14 years of working in China’s sport industry. China is experiencing huge growth in sport at every level as well as hosting the 2022 Asian Games and Winter Olympics bringing additional attention to an already important market for overseas buyers.

2019 Highlights Asian Games session 40+ Sessions

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MEI involvement: The CEO of MEI presented on the nature of the international major sports events market as well as delivering the closing remarks during the 2019 event. MEI will support The CSMF Conference 2020 by way of international representation.

April 2020 Building on the success of 2019, CSMF will continue to provide the leading sports event in China, we provide exhibition and session opportunities for home and abroad sport companies, governments and/or organizations trying to introduce their business to China’s vast and fast growing sports market.

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Why bother with permanent cable?

In our new digital world, structured cabling is the foundation on which many services to customers depend.

The design of a structured cabling network can reduce installation costs of the following deployed services: - CFTV (security cameras, face recognition, recording etc); - CATV (distribution of video signals to televisions, video walls and projectors); - Access Control; - Ticketing (turnstiles and check points); - X-Ray and metal detectors; - Internet access (press, broadcasters, public, officers, concessions, sponsors etc) by cable and wireless; - Building automation; - Fire alarm systems; - Audio and video systems (giant screens, sound etc).

The integration of the different technologies sharing the same cabling design can reduce the costs by up to 30 percent, if compared to dedicated wiring. Other relevant advantages are the opportunity to upgrade to new equipment with greater ease and the support of overlay implementation. If these are required, a structured cabling network can deliver a cost saving of between 25 and 40 percent.

In order to develop the proper design, the basic recommendations are: - present the concept of integrated cabling as a platform to all technology leaders; - assess to all technical requirements and standards for each service to use the integrated cabling; - create a multi-purpose identification code for cabling and patch labeling; - plan for “cross rack” cable pathways to service equipment racks; - plan for technical room layout to accommodate cabling racks.

Providing technology services for major events, on a legacy or temporary basis, with different levels of quality to various stakeholders, starts with appropriate design and previous experience on equivalent challenges. l Reinaldo Pargas Director, AVM Tecnology MAJOR E VENTS HANDBOOK 2019 101

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September 4th-7th,2019 Beijing About WWSE One of world winter sports industry.

WWSE2019 Scale

One of the largest and most expos in world winter sports industry.

authoritative

600+

20+

Promoting the comprehensive progress of Chinese winter sports and industry and driving the advancement of industry winterindustry sportschain industry chain in China and sports in China and worldwide. worldwide.

industry and

Establishing international communication channels for winter sports, introducing the products

24000+ , introducing the products and

30000㎡+

and service chain from winter sports industry worldwide.

Parallel Forums & Activities

Developing China’s winter sports market, which is of huge potential, attracting public attention and

participation.

Exhibition

World Winter Sports (Beijing) Expo, co-organized by Beijing Olympic City Development Association (BODA) and International Data Group Asia (IDG Asia), is. a professional and authorative international exposition focusing specifically on winter sports. It aims to introduce the knowledge of winter sports to Chinese and promote the project of “engaging 300 million people on the ice and snow” to popularize the winter sports activities in China. The World Winter Sports (Beijing) Expo has been held annually since 2016 in It is on its way to become the largest world-leading exposition of winter sports. As a professional and national-level exhibition, WWSE wins over support and cooperation from the International Olympics Committee (IOC) and federations of seven winter Olympic sports. It will support the preparation for the 2022 Winter Olympics, promote the comprehensive development of sports in China, and help usher in a promising future of the booming winter sports industry in China.

240+

160000+

Visits

Professional Visitors

600+

Speakers Brands

Media

Exhibition Area

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Ice & Snow Incubator

National Pavilion Winter & Alpine Technology

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Personal Outdoor & Winter Equipment

Ice & Snow Carnival

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Forums Highlights of the 2019 Winter Expo

Types

Date

Title

Main Forum

4, Sept.

WWSE Opening Ceremony and Main Forum

Deepening international exchanges and cooperation

Promoting the Innovation of Ice and Snow Industry

Parallel Forums

Ice & Snow Carnival Think Tank Meeting

We all know of the Chemical Biological Radiological and Nuclear (CBRN) threat.

Olympic Theme

Cooperative Partner

Ice & Snow Enter Camps

Insurance or Assurance?

4, Sept.

Forum on Ice and Snow Popularization for Teenagers

4, Sept.

Forum on Sustainable Development of the Winter Olympics

5, Sept.

Forum on Olympic City Development

5, Sept.

Finland Theme Activities

5, Sept.

Competition of Ice and Snow Entrepreneurship

5, Sept.

Venue Design and Construction Forum

5, Sept.

China Ice Hockey Development Forum

5, Sept.

Outdoor Equipment Innovation Forum

5, Sept.

Snowfield Operation & Management Forum

5, Sept.

International Mountain Tourism Development Forum

5, Sept.

Winter Sports Talent Development Forum

5, Sept.

Camp Design and Camp Education Forum

4, Sept.

International Ice and Snow Think Tank Closed-door Meeting

Probably as quickly as it entered our consciousness however, it left and we thought no more about it, thinking “not my problem” it’s the responsibility of the emergency services. For operators of major venues and events, recent occurrences have shown this is a dangerous approach. Have you changed your approach given the new realities?

CBRN is very effective in causing shock and revulsion, there are a myriad of simple application or delivery methods. Dealing with the consequences is very expensive, eye wateringly so. In short CBRN is a good return on investment for the criminal or the terrorist.

Of the four generic classes of agent, chemical is the most likely to affect a major sporting event.

Up to now governments have believed CBRN threats are high impact low probability. The US,

Salisbury, Kuala Lumpar, many events in Syria, Tokyo, thousands even tens of thousands of white powder incidents and an increasing number of caustic fluid attacks have shown they are high impact but also much more of a costly probability.

Given modern realities it is probably time we moved from insurance to assurance. In other words it is going to occur so what can you do about it? For operators of major facilities, venues and events this change is critical. Dealing with the event quickly and locally will help reduce the scale of the incident and the consequential immense human and financial losses.

Well, what can be done? The emergency services are a good start. Get them to give an honest and constantly updated risk assessment. Challenge it and the responses they suggest. However, the source of good

advice does not rest with the emergency services alone. There is a range of equipment.

Costs? Yes! But the potential costs of doing nothing are worse.

Part of any good advice will include the security of your facility, including its design.

For instance how does your security provider search, do they know what they are searching for? Does your stadium have wind tunnels that will spread or concentrate agent vapour?

How do you deal with panic?

The most fundamental question of all is have you as an operator, designer or provider grasped the new realities, have you reassessed the risks l Tim Otter Chief Executive Lutra Associates Limited

20 MAJOR E VENTS HANDBOOKMAJOR 2019 E VENTS HANDBOOK 2019 103

INSIGHT

INSIGHT

International Media Relationship Best Practice Many years ago, an innocent man walked out onto the courtroom steps and asked the assembled media a question, “Which office do I go to, to get my reputation back?”

His message is as potent today - perhaps more so - than the decades ago it was uttered.

Here’s a test for you: Can you put a dollar value on your public image?

Kind of hard to do isn’t it?

In today’s age of instant global media coverage and 24/7 news cycles, your professional business image is priceless. You (and your company) can spend endless hours building up positive media coverage and relationships only to see it wiped out in a day.

-

-

Honesty is the best policy - When dealing with influential journalists, bloggers and a host of media, it is absolutely critical that you are completely honest and upfront about everything you are doing. Now … that doesn’t mean you tell the world everything you know; but don’t hide away from the tough questions either.

Journalists are land sharks and can smell “blood in the water”. If you are perceived to be lying to them, expect to be eaten up in less than 42 seconds.

Don’t be cheap - Good PR costs money.

When you want the media to be nice to you,

-

-

find media and communications professionals you can trust and empower them to represent and speak on your behalf.

Give them the messages you want the world to know. Hold nothing back. Then leave them alone to do their job. At the end of the day, you’ll be glad you did.

Be visible - You need to participate in and be seen by the international sport community … so, if you are a supplier, your company should consider being a sponsor of sport, at some level. There are numerous sports sponsorship opportunities available, as well as opportunities to be deeply involved with ‘business of sport’ events like The MEI Summit or SportAccord- these can provide you with a very real ROI. Be friendly - Take journalists to lunch (dinner is a no no) and cultivate all important personal relationships. Don’t be afraid to take these relationships to a personal level.

Take an interest in the stories reporters are working on and ask how you can participate.

Give them your private phone numbers and accept their calls (day or night). Learn to trust. It has to start somewhere.

The best way to manage your relationships with the International media is with sensitivity and gentleness - coupled with a desire not to have your fingers bitten off! l

Each event, or even personal brand, should be thinking of applying Teflon and Honey: one will ensure the negativity doesn’t stick, while the other will attract and accrue positive media coverage.

Here are some helpful tips on how you can manage your global media relations:

10 4 MAJOR E VENTS HANDBOOK 2019

A New Force in the Martial Arts World Sambo - is a unique, modern sport with a great history, which every year attracts more fans and followers around the world.

SAMBO does not bring aggression, but rather gives people peace of mind and spiritual development, physical strength and health, self-confidence, the ability to protect themselves and their loved ones. The mission of Sambo: - to improve the lives of young people around the world.

Among the variety of existing martial arts, over 4.5 million people from different continents choose sambo and discover its various benefits.

The governing body of the sport is The International Sambo Federation (FIAS). FIAS is headquartered in Lausanne, Switzerland, comprising 88 national member federations, is a member of Association of IOC Recognized International Sports Federations (ARISF) and Global Organization of International Sport Federations (GAISF), officially recognized world governing body for the sport of Sambo by the International Olympic Committee (IOC) and International University Sports Federations (FISU).

Sambo IN BRIEF

Jeff Ruffolo Jeff Ruffolo served as the Senior Expert for International media at the 2008 Beijing Summer Olympics; 2010 Guangzhou Asian Games; 2011 AFC Asian Cup Doha and the 2014 Nanjing Youth Olympic Games.He is a three-time Summer Olympic Sportscaster for CBS Radio with more than 20 years’ experience in media and communications.

Sambo (“self-defense without weapons”) is a unique merger of combat sports and martial arts of the world. Many peoples of the world can recognize sports styles and traditions of their own countries in this distinctive system of physical and mental education.

Competitive Sambo disciplines - sport Sambo (men and women) - combat Sambo (men) - beach Sambo (men and women) Participant`s age from cadets (aged 15-16) to masters (35 and older) Major SAMBO Events in 2019 - Asian Championships Chennai (India) 13-15 September

- President`s Cup Northern Ireland (Great Britain) 28 September - World Youth and Junior Championships Tashkent (Uzbekistan) 11-13 October - World Championships Seoul (Republic of Korea) 8-10 November

MAJOR E VENTS HANDBOOK 2019 105

INSIGHT

INSIGHT

The last 12 months in pictures The Olympic Museum, Lausanne

Paris Mission, France

Summit Dinner, Liverpool FC

Briefings in Beijing, China

International Federations Summit, Lausanne

Hangzhou, China

Velodrome, Olympic Park

SportAccord Extension Programme Gold Coast

Extension Programme Brief

Site Visits in Peru

Bird’s Nest, Beijing

Rugby League World Cup event

World Archery Centre, Lausanne

Asian Games, Jakarta

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MAJOR E VENTS HANDBOOK 2019 107

$20 billion Ambition One of the major markets in focus for MEI and our network of ‘best of breed’ suppliers is Qatar, hosting both the World Athletics and FIFA World Cup and many other significant sports events.

One of the major markets in focus for MEI and our network of ‘best of breed’ suppliers is Qatar, hosting both the World Athletics and FIFA World Cup and many other significant sports events. One of the imperatives for driving this sport hosting strategy is the diversification of the economy with the ambition of growing a $20 billion industry ahead of the 2022 FIFA World Cup. This project is being driven by Qatar Financial Centre working with other organisations such as Qatar Development Bank and Aspire Zone Foundation and MEI has had the opportunity to visit both.

A Technology Innovation hub has been created in the Aspire Academy facility which supports local and international companies grow their business in sport. With the aim of attracting up to 1000 companies to work throughout the value chain in Qatar supporting the business of sport. Expressions of interest to establish a business in Qatar are always welcome and get in touch with us if you’d like us to help you become connected to the right people.

MEI was also delighted to be awarded a contract to support local companies to become better prepared to win business in this specialist sector, via training and workshop style mentoring. This pilot project was deemed to be a great success and involved access to MEI Members who shared their international

PROFESSIONAL MEMBER DIRECTORY experience. Forming partnerships between these local and international companies is a central part of building capacity in Qatar and makes market entry for international companies faster and more effective; so more support sessions like this will be planned. The big ambitions for successful Games delivery and growth of the business of sport in Qatar will depend on growing relationships and establishing a local presence in Qatar so for this

reason MEI now has a local presence in Doha.

If you plan to explore opportunities in this market you can join our networking events for a growing local community or you can let us know if you wish to join a hosted visit to coincide with the World Athletics to see these Games in action. This will be one way for you to observe any gaps or weaknesses which you feel you may be addressed for the FIFA World Cup. l Dennis Mills, CEO, Major Events International

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E XCLUSIVE MEMBER S

E XCLUSIVE MEMBER S

SOS Global Express

S2 Global

SOS Global Express is an experienced domestic and international logistics and shipping provider.

They have extensive experience in time-sensitive deliveries that require very tight control. SOS have provided services for manufacturing, construction, broadcast media and sports events across the world for over 25 years. With the ability to transport anything – including raw materials, replacement parts, broadcasting and media equipment and sports and major events cargo.

S2 Global is the leading provider of state-of-the-art screening solutions for inspection and security. S2 Global delivers screening solutions that result in dramatic improvements in areas such as operational efficiency, security, compliance, revenue collection and trade facilitation so that customers can focus on their core objectives. S2 pioneered the Build-Own-Operate model of project financing which gives customers access to advanced technology through the lifetime of the project while also offering flexibility in financing and budgeting.

Steven Gruning

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sgruning@sosglobal.com

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+1 (765) 894-9508 Judson LaCapra

Rapiscan Systems

110 MAJOR E VENTS HANDBOOK 2019

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jdlacapra@rapiscansystems.com

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+1 (571) 286 8646

Foamhand

As the world’s leading security screening provider, Rapiscan Systems provides state of the art products, solutions and services that meet our customers’ most demanding threat detection needs while improving operational efficiency.

The only company who specialise in planning, designing, delivering and operating integrated crowd management solutions for global sporting and cultural events.

Daniel Venter

Eoghan Gill

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dventer@rapiscansystems.com

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+44 (0) 7493 869 711

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Eoghan@foamhand.com

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+44 (0) 20 7205 4105

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PREMIUM MEMBER S

PREMIUM MEMBER S

AFEX

Quadratica

Established in 1979, AFEX is a leading global payment and risk management solutions provider, specialising in cross-border transactions and providing unrivalled customer service to businesses and private clients. AFEX is a key player in the sport industry, assisting clubs, organisations, federations, and service providers with their international payments and hedging strategies. With a client base of over 35,000 customers worldwide, AFEX prides itself on tailoring its payment and foreign exchange services to meet clients’ needs in the complex and often volatile world of foreign exchange. AFEX maintains offices across the Americas, EMEA and Asia Pacific.

Driven by a genuine desire to make the world a safer place, Quadratica deliver excellence in online training. With a heritage of over 30 years’ experience, they understand the industry and create solutions that are flexible and adaptable, to stay ahead of the threats that impact security. Quadraticas’ simulation training and online courses empower their clients to protect high-risk environments.

Exclusive & Recommended Foreign Exchange Partner

Mike Wainwright

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mwainwright@afex.com

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112 MAJOR E VENTS HANDBOOK 2019

g.ramsden@quadratica.co.uk

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+44 (0) 7500 885 111

Etherlive

We design, engineer and prototype extremely lightweight composite solutions for the physical environment. Our ability is to creatively invent and innovate converting often expensive time consuming annoying problems into blindingly obvious simple outcomes. The fact is we will only work if we understand how wow-factor, sustainability and legacy combine to produce the most inexpensive performance economics. |

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+44 (0) 7917 002 255

c6(n)

Charlie Hall

Giles Ramsden

charlie@c6n.co.uk

|

Provides turnkey technology solutions to events across the world working as a consultant or temporary install partner. With a wealth of knowledge supporting international events Etherlive’s team of experienced consultants and engineers support organisers, sponsors, media centre managers and others who need internet services, Wi-Fi, telephony, people counting, CCTV & engineer support.

Steve Birnage

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steve.birnage@etherlive.co.uk

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+44 (0) 7920 137 180

+44 (0) 7545 487 203

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PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

2CL Communications

Arc International

2CL Communications is a multi-award winning, industry leader in the provision of two-way radio communication and video security systems, specialising in system design, installation, supply, long/short-term or event hire, maintenance and aftersales support for organisations, stadiums, venues and major events throughout the UK and internationally.

Arc International is an Event Insurance Specialist, providing cover for all sectors of the Global Events Industry. For Arc and their supporting underwriters at Lloyds’, no event is too small or too large. The range of events for which Arc have provided protection for has included the 2010 World Cup Opening and Closing Ceremonies in South Africa, the International Travel Shows IMEX in Frankfurt and Las Vegas, Daily Mail Group exhibitions in UAE and USA, Showmans Show in UK plus many more.

Jack Wilkinson

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jack.wilkinson@2cl.co.uk

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+44 (0) 7944 331 673 Terry Waller

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twaller@arc-int.co.uk

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+44 (0) 7786 541 993

Alchemy Global

Beyond 90

People, Assets, Reputations. We protect what you value most. We are experts in the private security industry, leveraging experience gained after more than a decade operating across six continents.

Equipped with industry insights, expertly-designed tools and professional guidance, we’re a discreet risk mitigation company chosen by clients including corporates, HNW families and prominent figures to provide strategies tailored to their distinct requirements.

We are Beyond90. We’re a Fan Engagement agency with a simple mission. To make the drama of sport live beyond the final whistle though our live events, activations and campaigns. Sport is more than just winners and losers, goals scored, trophies won, points gained. It’s about the human drama of competition. From the adrenalin rush of a last-minute winner, to the emotional punch of a dropped catch, it’s the unpredictable stories that only sport can create that keeps fans hooked. Telling the incredible stories that sport produces is what gets us up in the morning. That’s because, before anything else, we’re fans ourselves. When we’re not telling the stories of sport, you’ll find us stood on the terraces, lacing up boots, queuing for tickets, and shouting for our teams. We are Beyond90. We are the Fan Engagement Experts.

Stuart Nash

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operations@alchemyglobal.com

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+44 (0) 20 3355 0084

Danny Stroud

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ds@beyond90.com

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+44 (0) 7577 448 850

AndArchitects

Capture the Event

And Architects are a global architectural practice based in London, established in 1998. The practice has delivered permanent and temporary buildings including stadia, training facilities and sponsor pavilions for global events.

And Architects have received the International Olympic Committee IAKS Silver Medal Award 2017, the International Paralympic Committee IAKS Distinction 2017, Winner of AR MIPIM Future Sports Project Awards 2017 for the masterplanning and design of Luton Town F.C. stadium relocation. Also finalists in the Sports and Leisure Architect of the Year Awards 2017 . We believe that successful buildings are a product of partnership and strategic brief development that can have a sustainable legacy.

We specialise in extending and deepening these connections by using bespoke technology to personalise an individual’s experience, creating long lasting mementos. Special occasions can set-up strong emotional connections with spectators, event participants and followers.

Let us show you how our bespoke technology can help release incremental value in your photographic assets, in a way that no-one else can offer.

Our philosophy is to turn every touch-point into a positive experience.

Manuel Nogueira

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manuel@andarchitects.co.uk

114 MAJOR E VENTS HANDBOOK 2019

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Wyn Fanshawe

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wyn@capturetheevent.com

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+44 (0) 7785 254 672

+44 (0) 7810 126 043

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PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

Control Risks

Crest Planning

Operational and protective security solutions from Control Risks are tailored to the threat environment and the business context of your operations. They integrate client culture and local practical constraints and aim to facilitate long-term project goals.

Crest Planning are leading the world of public safety by providing a new wave of solutions for event and venue management. We focus on three things, 1) Our world-class, multi-award winning software: Halo, which is used by community events, stadia, festivals and major global tournaments alike. Critically acclaimed by industry experts, designed and built by UK Blue Light Service and Industry Professionals.

2) Our innovative threat management consultancy, founded on our unique products that are used by police services across the globe and 3) Our fantastic range of industry leading training courses, certified and endorsed by the best awarding bodies and academic institutions in the UK.

Andy Cox

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andy.cox@controlrisks.com

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+44 (0) 7545 514 473

Lloyd Major

Controlled Events Controlled Events supports a wide range of major and minor festivals, open-air, mass participation, fixed venue and stadia events with event control and management expertise, Wi-Fi, robust radio hire and our own innovative and award-winning log and notification platform.

Rob Walley

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rob@controlledevents.com

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+44 (0) 7740 342 365

Creative Technology and Sports Technology Creative Technology (CT) is one of the worlds leading suppliers of specialist Audio Visual equipment to the sports, corporate, exhibition and entertainment industries. We bring together advice, support and equipment of the highest quality, providing everything from large screen displays to content delivery systems.

Our subsidiary company Sports Technology (ST) specialises in providing a unique service to major multi-sports events combining system design, management and delivery solutions for Sports Presentation and associated AV disciplines.

Nick Clemson

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nclemson@ctlondon.com

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+44 (0) 7787 807 024

lloyd@crestplanning.co.uk

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+44 (0) 7939 725 261

CSM Live Established since 1947, CSM Live is the world number one in defining, designing and delivering look and feel programmes for major international sporting events. Currently we’re dressing venues for the ICC Cricket World Cup, Pan American Games Lima 2019, Women’s World Cup France 2019, the Vitality Netball World Cup Liverpool 2019 and Formula E worldwide. Covering a wide variety of sports globally, we go beyond the field of play to include the scoping and implementation of city dressing campaigns as well as sponsor activations and fan experiences.

With offices in England, Spain, USA, the Middle East and Australia our fully-comprehensive portfolio of services incorporates creative design, project management, production and onsite build and installation. We create extraordinary experiences with impact.

Andrew Hodson

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andrew.hodson@csmlive.com

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+44 (0) 7931 382 262

Deltar-TS A full-service training and risk management consultancy, focusing on areas involving high levels of complexity, organisational integration and potential catastrophic risk / loss.

Built on the decades of experience across both its executive team and its consultants and practitioners, Deltar-TS works with clients to understand the complex nature of the world that they are operating in, to develop effective corporate strategies to mitigate and manage those risks, and to develop risk management capabilities across the organisation that will allow them to respond in the most appropriate and effective manner in the event that a crisis event is triggered.

David Rubens

116 MAJOR E VENTS HANDBOOK 2019

|

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david.rubens@deltar-ts.com

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+44 (0) 7956 165 031 MAJOR E VENTS HANDBOOK 2019 117

PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

Design Security

EventsAIR

Provides, risk based and cost-effective approach to design, enabling you to secure your assets. They specialise in securing the built environment utilising a blend of physical, technical and procedural security.

For over 30 years, the team at EventsAIR has been developing innovative solutions and services for the event management industry.

Creating one of the most comprehensive event management platforms that is trusted by event professionals around the world, EventsAIR has been used by professional conference organisers and event planners around the world, supporting medium to large scale events including Industry Associations, Corporate Events, Government Conferences, University faculties, plus a range of global events - Olympics, G20, APEC, Rugby World Cup, Commonwealth Games and many more.

Christopher Aldous

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chris.aldous@designsecurityltd.com

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+44 (0) 7742 110 291

Paul Martin

Drone Evolution At Drone Evolution, we make people safer and organisations better using drones. Based in Caerphilly, Drone Evolution are focused on delivering services and products based on UAV technology but offering tangible commercial benefits. - Increased protection and safety for the public and workers - Reducing costs and overheads for organisations Drone Evolution are particularly focused on tethered drones. Tethered drones can stay in the air for extended periods, providing many more ways to use them in a commercial setting than is currently the case with their free-flying cousins.

Toby Townrow

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toby.townrow@dronevolution.co.uk

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p.martin@eventsair.com

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+44 (0) 7884 425 014

Event Detection Dogs Provides highly visible, qualified detection dogs and qualified professional handlers to support and enhance existing security measures, ensuring stadiums and arenas are safe and secure before, during and after an event.

+44 (0) 7966 665 660 Collin Singer

Event & Exhibition Partnership

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info@edd-uk.com

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01745 561166

Evolution Dome

The Event & Exhibition Partnership Limited was launched in 1997, with the aim to provide dedicated services to the Event, Exhibition and Conference Industries. Since then, many things have changed and all areas and services have become more regulated. Although Health and Safety, Security and Stewarding are all related and work towards the common goal of an efficient, trouble free event, they are in themselves large enough specialities to warrant dedicated teams, each with their specialist knowledge and expertise.

Europe’s leading supplier of inflatable event structures. Providing sales, hire and the manufacture of bespoke structures, they cater to a predominantly corporate market. Their range of structures includes cubes, domes, stage covers and a vast indoor range ideal for conferences, exhibitions and meetings.

Liz Turner

Ashley Austin

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liz.turner@theeventpartnership.co.uk

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+44 (0) 7966 232 513

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ash@evolutiondome.com

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+44 (0) 7513 492 992

MAJOR E VENTS HANDBOOK 2019 119

PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

Fews Marquees

GL events

Fews Marquees are a leading supplier of temporary structures for every kind of event and are proud to have a strong reputation for service and quality, providing turnkey solutions to a wide range of clientele. For over 19 years we have been creating solutions for corporate clients, sporting bodies, event agencies and government organisations, to bring their events to life. Our experienced team will manage your project from start to finish, offering advice and innovative solutions, to ensure every event runs smoothly and achieves it’s objectives.

We put service at the centre of our philosophy to make sure that the structure is one part of your event you don’t have to worry about.

GL events is partner of choice for the greatest live events, delivering complete, bespoke, quality temporary event infrastructure in support of major events taking place worldwide. With a highly consultative, collaborative approach - from design to delivery - GL events UK is part of the global GL events Group, trusted to deliver a portfolio of outstanding events including the Ryder Cup, Cheltenham Festival, and the Gold Coast 2018 Commonwealth Games.

Caroline Sheppard

Matt Porter

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matt@fewsmarquees.co.uk

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G4S Secure Solutions G4S has over 30 years’ experience providing crowd management and security services to the events market.

Our breadth and depth of experience across live music, sport, conferences, exhibitions and community events are unmatched in the industry.

Ryan Drew

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ryan.drew@uk.g4s.com

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+44 (0) 7802 828 557

Giggabox paul.musselle@giggabox.co.uk

+44 (0) 7972 376 553

HID Global, division of Assa Abloy, is a recognized leader in Trusted Identities with 3500 employees worldwide.

The Event & Mobility Solutions team develops & delivers end to end solutions, products and services to serve the events and public transport segments. Event solutions include: Access control systems and hardware, Secure RFID credentials (cards, wristbands, paper tickets & badges), Secure tickets and accreditations on mobile phones, Self-service kiosks and credential issuing stations, Location based services.

HID Global is proud to have as customers FIFA and many other major event organizers. |

lfaucher@hidglobal.com

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+33 (0) 680 410 661

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+44 (0) 1280 735 050

Incognitus are a global consulting and event management organisation specializing in leisure, sport and entertainment market.

Our focus is always on positioning our services in support of the client.

With the use of simple technology combined with extensive operational knowledge we design, develop & operate specific outcomes & strategic solutions.

Harry Spooner

120 MAJOR E VENTS HANDBOOK 2019

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Incognitus

Giggabox exists to provide full-service Event, Corporate and Broadcast Production Services to our clients who include Event Rights Holders, Broadcasters and SME’s large and small. We operate globally and have a vastly experienced team who help rights holders secure highly valuable broadcast and online marketing platforms through which to leverage their visual rights. |

caroline.sheppard@glevents.co.uk

HID Global

Luc Faucher

Paul Musselle

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+44 (0) 1527 821 789

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harrys@incognitus.com

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+44 (0) 7717 771 876

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PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

Krowdthink

My Next Match

Krowdthink provides the Krowd app to event goers to connect them in a messaging platform. We provide venue managers and security teams access to a UK Home Office and Office of Security & Counter-Terrorism funded innovation to engage the crowd in keeping themselves safe, called KrowdSafe, it enables direct interaction between fans and operations teams, creating an event/venue specific social platform that can be used to enhance the event experience and provide another sponsor channel, but goes further, layering in KrowdSafe to engage the crowd in the security and safety agenda, making them participants in the safe event objective.

My Next Match is the world’s most complete sports management software. It is the first platform to successfully combine all essential managerial functions under the convenience of one revolutionary system.

Geoff Revill

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geoff@krowdthink.com

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sgray@mass.co.uk

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+44 (0) 7794 333 164

+44 (0) 7939 070 454

richard@maxwifi.co.uk

122 MAJOR E VENTS HANDBOOK 2019

David Lucas

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david.lucas@nielsen.com

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+44 (0) 7968 801 781

Off To Work A staffing, recruitment and training company focused on support to the hospitality and events industry. We have been operating for 20 years and building a reputation of consistently providing high quality support and team members to many of the most prestigious sporting and cultural events in the World. This includes teams to six IOC accredited events (including Winter & Summer Olympics), Rugby World Cup, Ryder Cups, Formula 1, British Open, Royal Garden Parties and World Sustainability Summits, G8 and G20 meetings. We provide transportation, logistics and accreditation support to events. We have a training team who design and build bespoke training modules for events and to support clients’ Operational Standards. We also have an experienced Talent Placement team who provide recruitment support for either permanent positions or six month plus contracts. Our operations are accredited to ISO 9001:2015 standards and we are members of the Recruitment & Employment Confederation.

Max WiFi works across the World to provide complete event communications to Production Companies, Event Organisers, and Venues. We can help you by providing temporary, bespoke, cutting-edge technology to your event to ensure your guests are well connected. Max WiFi specialise in WiFi and Wired Internet Connectivity, Temporary Bandwidth, Event Digital Signage, Event CCTV and Event VoIP. |

|

The premier provider of analytics and insights within the growing sports industry, offering the most reliable source of independent and holistic market data in the industry and the most complete view of consumer trends and habits worldwide.

Max Wifi Richard Hughes

oner@mynextmatch.com

Nielsen Sports

MASS provide specialist, cost-effective, bespoke and contemporary training solutions. We increase your capability to successfully handle challenging, real-world, events whilst reducing risk through effective contingency planning. Through a partnering approach, we design and deliver complete managed solutions including rich training scenarios, exercise management and expert staff with a wealth of experience in multi-agency event preparation and delivery.

MASS also provide operationally current, accredited and proven secure LAN managed services to enable multi-party access to, and handling of, sensitive information. Our affordable and usable network solutions are adaptable, deployable and work to high classifications. |

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+44 (0) 7717 472 171

MASS

Stuart Gray

Oner Avara

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Philip Atkins

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philip.atkins@offtowork.co.uk

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+44 (0)20 7381 8222

+44 (0) 7811 406 053

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PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

Party Rent

RDHS Limited

The Party Rent Group is a rental & service provider for atmospheric room staging and equips events of all sorts and sizes. With its 24 ownership branches - and nearly 1000 employees - in Germany, France, Luxembourg, Austria, Switzerland, Sweden, Denmark, Norway and the Netherlands the Party Rent Group is one of the biggest event suppliers in Europe. For 2018 the annual turnover is predicted nearly 100 million €. Professionalism and creativity in customer service are the keys to success for the Party Rent Group. As a partner right from the start, the Party Rent Group not only supports its customers in terms of equipment, but also designs ideas for room concepts with them, visualizes the ideas with CAD plans and 3D renderings and, if necessary, also takes care of setting up and dismantling the entire equipment.

RDHS Limited is an award-winning safety consultancy that provides health and safety, event safety and quality assurance for the sport, leisure and events sectors, globally. RDHS offer unrivalled levels of expertise, with the experience and skills to deliver of health and event safety advice to organising committees, event organisers, host cities, venue owners and infrastructure projects.

Martin Stemerdink

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martin.stemerdink@partyrent.com

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Joe Ryan

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joe@rdhs-ltd.co.uk

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+44 (0) 7919 214 396

+41612620383

Roadphone NRB Qylur Security Systems Develop guest entry solutions that help large public venues provide both superior guest experiences and significantly enhanced guest security at the first point of entry. Qylur set out to rethink conventional approaches to guest reception and security and strike an ideal balance between the conflicting needs of ensuring robust security, efficient venue operations, and the overall guest experience.

Michael Brenner

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mbrenner@qylur.com

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jennifer@ravencontrols.co.uk

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olliebeard@radiohire.com

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+44 (0)7768 000300

Rosehill Security

Developed by resilience experts, Raven Controls manages the right information to the right people at the right time. Respond to incidents with greater efficiency than ever before. Raven is an innovative live-time integrated event logging and incident management tool giving multiple levels of command the greatest visibility yet. The Raven platform is scalable to account for small events and stadia through to major multi-sport events across multiple venues and sports. |

Ollie Beard

+441280823819

Raven Controls

Jennifer Mclean

From Roadphone NRB’s inception we have been a family owned company, which we remain to this day. We feel that family ethos resonates throughout the whole of our business passing through onto our client’s. Recognized dealers for major manufacturers in our industry allowing us to provide a bespoke service utilising state of the art technologies. Our strength lies in our continued ability to deliver a reliable cost effective service. The world’s largest business estates, banks and event organisers trust our experience, knowledge and dedication to deliver on the international platform.

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Rosehill Security provides innovative engineered rubber vehicle security barriers and perimeter security products, specifically designed to protect people and buildings from criminal or terrorist attack. Requiring no foundations, the surface mounted vehicle security barriers, the Impakt Defender and Rapid Defender, can be deployed quickly and easily, making them ideal for use at sports grounds, festivals, and one-off events.

Their tough construction allows them to be installed almost anywhere, removed and used again and again as part of a comprehensive security strategy.

Dalton Marshall

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dalton.marshall@rosehillsecurity.com

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+44 (0) 1422 839 456

+44 (0) 7968 335 127

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PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

Rosterfy

Sports Grounds Safety Authority

Rosterfy is the global leading workforce management platform designed to connect communities to events and causes they are passionate about.

With specialised end to end functionalities for major events, host cities and sporting federations, our solution has unrivalled capabilities and scalability combined with a simplicity and ease of use. Rosterfy is proven to increase volunteer and paid workforce engagement and retention while saving clients significant administration costs and time.

Shannan Gove

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shannan@rosterfy.com

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The SGSA helps host cities, sporting federations and individual venue owners maximise the benefits of live sport and deliver successful events. We do this by offering strategic advice on safety and security. This advice comes from thirty years’ regulatory experience in improving the safety of live sport and being the authors of internationally-recognised best practice on stadium design and usage. We are uniquely placed to help address concerns around venue safety.

+61 425 302 892 Darren Whitehouse

Safe and Trained Are the experts at helping companies to prevent and manage major incidences in the workplace – no matter the industry.

We offer niche training & consultancy that will cover any safety, security, compliance or traffic management related needs.

Steve Laws

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steve.laws@thetessgroup.com

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SoldOut guarantee quality assurance and world-class delivery standards, whilst ensuring local supply chains can access and benefit from major event procurement opportunities.

One of Europe’s leading sports venues and is part of the University of Surrey. The £36m world class facility is based in Guildford, just 30 minutes from London, and plays host to University students, staff, local community and elite teams, whilst also hosting a range of sport and corporate functions.

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g.baker@surrey.ac.uk

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+44 (0) 1483 689 975

Touchline is an international communications agency. Passionate about sport as a force for positive change, over the past 20 years we have had the opportunity to work with more than 25 international sports federations. We create compelling online content and powerful campaigns in multiple languages. Through leading-edge digital and print publications, we are committed to reinventing corporate reporting. We are specialists in sustainability, with services spanning strategy, reporting and communications, and are the publishers of sustainabilityreport.com.

Adam Szreter

126 MAJOR E VENTS HANDBOOK 2019

+44 (0) 7498 059 229

Touchline

SoldOut is a multi award-winning events agency, which has been delivering successful projects around the world for 26 years.

Providing clients with strategic concepts and operational solutions, SoldOut make every experience the best it can be and was the Official Event Management Company of the Gold Coast 2018 Commonwealth Games.

thomas@soldout.com.au

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+44 (0) 7539 012 731

SoldOut Events

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darren.whitehouse@sgsamail.org.uk

Surrey Sports Park (SSP) Gavin Baker

Thomas Staunton

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adam.szreter@touchline.com

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+41 798 171 670

+61 415 950 391

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PROFESSION A L MEMBER S

PROFESSION A L MEMBER S

Travel Leaders Group

WeTrack

Travel Leaders Group as one of the largest Travel Management Company’s in the world, but with a client-base that is almost exclusively based in the SME market. We combine all our clients travel spend to create a purchasing consortium of over ten billion pounds. This ensures that each of our clients regardless of their individual size, has access to the most competitive, airfares, hotel rates and ancillary travel rates available. Every Travel Leaders client is assigned to a small personalised team, who will deliver the highest calibre of service possible, which is backed up by the latest travel technology solutions.

WeTrack provides Event Delivery software for major events, venues and federations such as Expo 2020, Cricket World Cup, ICC, ITU, Ascot, Cheltenham, Wimbledon and more. We can automate a lot of your project & risk planning, reporting and then provide event control room solutions to help deliver your events.

Peter Ward

Andrew Hampshaw

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andrew.hampshaw@travelleaders.com

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peter@wetrack.com

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+44 (0) 7775 429 428

0807 190 9036

TyTek Medical

WGT Sports LTD

TyTek Medical’s pre-hospital emergency trauma solutions were designed for the battlefield. Civilians are also suffering military style injuries now as a result of deliberate attacks and we bridge the gap between incident and response.

Matt Eccles

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matt@tytekgroup.com

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+44 (0) 7970 928 627

Vianden Group

Philip Betts

Set up in October 2016 to provide consulting in areas such as sponsor hospitality programme design and activation, transfer of knowledge, and local activation of services as they relate to global events. Clients include Host Cities, Event Sponsors and Major Global Brands.

Len Olender

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len@viandengroup.org

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WGT Sport has been facilitating the travel requirements of our sporting and non-sporting clients for over 40 years, operating from the Midlands, Yorkshire and the North East. We are equipped to handle any type of enquiry.

Our vastly experienced staff would welcome the opportunity to show you first hand.

+44 (0) 7771 553 766

Voyage Control

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philip@wgtsports.com

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+44 (0) 7758 231 179

Zaun Zaun Group, are the UK’s largest manufacturer of steel fencing, with a manufacturing portfolio that includes high security HVM temporary fencing, palisade, welded and woven mesh fencing systems. Our products have been regularly deployed in the UK at almost every temporary / major event that has took place, including; London 2012, Glasgow Commonwealth Games 2014, NATO Summit, G8 Summit, Party Conferences and many more.

Steve Roberts

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steve.roberts@zaun.co.uk

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+44 (0) 7747 037 282

Voyage Control was created to manage logistics for two of the UK’s major venues at the time, Earls Court and Olympia London. The platform is an air traffic control system for trucks that helps to streamline deliveries and material handling, and support security and compliance requirements.

Over 80,000 businesses have saved time by using Voyage Control to schedule 2,000,000 deliveries to client sites. Major event clients include the Australian Open with Tennis Australia and Expo 2020 Dubai. The platform is used by dozens of major enterprises in nine countries across multiple sectors including events, construction, maritime and facilities management Imogen Morgan

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imogen.morgan@voyagecontrol.com

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+44 (0) 7792392517

MAJOR E VENTS HANDBOOK 2019 129

CALENDAR OF EVENTS 26 Jun 7-9 Aug 11 Sept 20-23 Sept

Major Events International Summit Birmingham, UK

Bringing together the most influential stakeholders from past, current & future games & host organisations and key commercial suppliers involved in major sports events to knowledge share and build relationships.

Peru Mission Lima, Peru This is an opportunity to see the Pan-American games in action and meet the next hosts from 2023 Chile. A program of content and behind-thescenes visits is being planned.

Pinsent Masons Pre-RWC Member to member event A members networking event.

Japan Mission

The delegation will be in Japan during the rugby World Cup championship.

Another opportunity to see a major sports event in action with some additional content relating to future sports events being planned.

28-30 Sept

Qatar Mission

The world athletics take place in September - an observe Mission is in planning which will also include wider support to companies involved in future sports competitions

20

Members Symposium

Nov

The annual capability and opportunity member briefing forum.

21 Nov

UK Sports and Venue Summit

5-6 Feb

London UK

London, UK

This Summit will bring greater focus on activities in the UK where venue development and support requirements are driving significant focus.

International Federations Summit Lausanne, Switzerland

The International Federations Summit is a great opportunity for International Federations to interact with commercial companies and access new ideas and support for running a successful event.

EVENT PARTNERS:

21-22 May 2019

13-17 Sept 2019

25-27 Nov 2019

EVENT PARTNERS:

3-4 Dec 2019

25-26 Feb 2020

19-21 May 2020

19-21 May 2020

28-30 Apr 2020

Save the date

MAJOR EVENTS SUMMIT 17-18 June 2020 Register your interest NOW! +44(0) 20 7709 2350

summit@majoreventsint.com

www.majoreventsinternational.com

Image: Freepik.com

#MEISummit